hybris marketing & commerce
TRANSCRIPT
hybris Marketing & CommerceThe OmniChannel Customer
Cosmin COSTEA
SAP Business Consultant
SAP Forum
October 15, 2015
SAP and hybrisPowering the Future of Customer Engagement
OMNICHANNEL
COMMERCE PLATFORM#1Fastest growing, most advanced
commerce platform - enabling next
generation customer engagement
ENTERPRISE
APPLICATIONS
40 years of business
software leadership and
solutions expertise
#1
Simplified front office with SAP hybris
Solution Owner: Please read explanation notes on slide notes pane below
MARKETING SERVICE SALES
DATA MANAGEMENT
COMMERCE
PLATFORM, INFRASTRUCTURE, INTEGRATION
EXPERIENCE MANAGEMENT
© 2013 SAP AG. All rights reserved. 4
Hybris eCommerce
Shopping• Product
• Cart
• Checkout
Order Management• Negotiated contracts, prices
• Buyer org. modeling, budgets,
cost centers
• Workflows and cart approvals
Master Data Management• Data import and export
• Product content management
• Digital Catalog + Print
Content Management• Web content management
• Digital Asset management
Retail
&Distribution
Requirements
Typical Commerce
Functionality
Commerce Platform• Omni channel ready
• Enterprise integration
• Scalability & availability
• IT independence
• Multi language, site, currency
Hybris eCommerce Modules
Simplified front office with SAP hybris
Solution Owner: Please read explanation notes on slide notes pane below
MARKETING SERVICE SALES
DATA MANAGEMENT
COMMERCE
PLATFORM, INFRASTRUCTURE, INTEGRATION
EXPERIENCE MANAGEMENT
brand-related conversionshappen online every day.Source: Keller Fay Group
2.4 BILLIONof the buying process is completed before a first interaction with sales.Source: Customer Executive Board
57%of customers are willing to pay more for a better customer experienceSource: AMEX Global Barometer
86%
DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
TRACK
ORDER
BUYRECEIVE
PACKAGE
MISSING
ITEM
POST
REVIEW
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
JOIN
GROUPS
NETWORK
ISSUE
CHANGE
ADDRESS
RESTART
SERVICE
RECEIVE
OFFER
REFER
FRIENDS
WEB
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
RETAIL
STORE
WEB
SHOP
REVIEWS
CONTACT
CENTER
WEB
SHOP
SOCIAL
RETAIL
STOREWEB
SHOP
CONTACT
CENTER
CONTACT
CENTER
RETAIL
STORE
CONTACT
CENTER
CONTACT
CENTERSOCIAL
WORD OF
MOUTH
SOCIAL
YOUR CUSTOMER CHOOSES THEIR OWN ADVENTURE.
SEARCH
KW/ADS
WEB
SHOP
WEB
SHORT
LIST
TV
BRANDED
COMMUNITY
SUPPORT
PORTAL
SUPPORT
PORTAL
SHOP &
BUY
RESTART
SERVICE
SHOP &
BUY
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
CHANGE
ADDRESS
DISCOVER
NEED
REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
RESEARCH
RECEIVE
OFFER
TRACK
ORDER
BUYRECEIVE
PACKAGE
MISSING
ITEM
POST
REVIEW
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
JOIN
GROUPS
NETWORK
ISSUE
CHANGE
ADDRESS
RESTART
SERVICE
RECEIVE
OFFER
REFER
FRIENDS
SHORT
LIST
AWARENESS
DISCOVERY
CONSIDERATION
ACTION
ACTION
ADVOCACY
ADVOCACY
CONSIDERATION
USE
INTEREST
USEYOUR CUSTOMER CHOOSES THEIR OWN ADVENTURE.
WEB
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
RETAIL
STORE
WEB
SHOP
REVIEWS
CONTACT
CENTER
WEB
SHOP
SOCIAL
RETAIL
STOREWEB
SHOP
CONTACT
CENTER
CONTACT
CENTER
CONTACT
CENTERSOCIAL
WORD OF
MOUTH
SOCIAL
SEARCH
KW/ADS
WEB
SHOP
WEB
TV
BRANDED
COMMUNITY
SUPPORT
PORTAL
SUPPORT
PORTAL
RETAIL
STORE
CONTACT
CENTER
SHOP &
BUY
RESTART
SERVICE
SHOP &
BUY
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
CHANGE
ADDRESS
REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
ONE CUSTOMER.
SHOP &
BUY
SHOP &
BUYSHOP &
BUYSETUP
PHONE
BILLING
ISSUE SERVICE REFER
FRIENDS
MANY JOURNEYS.
SHOP &
BUYSHOP &
BUY
INFINITE POSSIBILITIES.
13© 2014 SAP AG or an SAP affiliate company. All rights reserved.
I am socially networked.
I am better informed.
I am an individual,I am your customer.
I am digitally connected.
14© 2014 SAP AG or an SAP affiliate company. All rights reserved.
Marketer accepts a 2%
conversion rate as ‘good’,
ignoring the effect on the
98% who do not convert.
The customer is one of hundreds
of thousands of targets, and is
bombarded with irrelevant marketing.
MARKETING IS BROKEN
THIS IS WHAT MARKETERS DO TODAY!
Marketers bombard customers
with irrelevant messages.
Not targeted, not relevant. AD
VE
RT
ISIN
G
EM
AIL
SO
CIA
L
MO
BIL
E
WE
B
WEAPONS OF MASS DISTRACTION.
Enough is enough.
CONTEXT MAKES THE DIFFERENCE.
LEGACY APPLICATIONS,
INTEGRATION, AND DATA
SILOS MAKE THIS
IMPOSSIBLE TODAY.
CRM. WEB CMS. MOBILE.
MARKETING. OMS. STORES.
CONTACT CENTERS. ETC.
THE PROBLEM
WE ATTACK THE COREOF THIS PROBLEM
NEGATIVE ONLINE EXPERIENCE
@
Email from wife
asking for
opinion
$205
Wife buys
blender on her
laptop.
Visits website.
Approves &
abandons.
Days later…
Sports website Travel website
News website
@
Promotional Email
from Kitchenaid
%
Its all About the Customer
It’s all about understanding the customer
It’s all about engaging with the customer in the real time
It’s all about giving the customer control and transparency
WHAT THEY
HAVE DONE
WHAT THEY
MAY DO
WHAT THEY
ARE DOING NOW
REAL-TIME
INDIVIDUALIZATIONPRESENTATION OF
RELEVANT CONTENTACROSS TOUCHPOINTS
[ SITES, APPS, ADS, EMAIL ]
THE
CUSTOMER
We humans use context intuitively
Now we’ve built that into the hybris marketing platform
THE DIGITAL MARKETING PROCESS
Context, interests & predictions
Personalized targeting & orchestration
Merge, match and enrich
Events & interactions from all channels
Campaign execution in all channels
Market data & events
Sales & service data
Financial data
Big data industry
Social media, web E-mail, sms, traditional
Lead, opportunity
Interaction center
Personalized commerce
Digital & social channel
Capturing response
Plan, measure & optimize
SAP HYBRIS MARKETING – PRODUCT VIEW
3rd Party Applications
(for data & execution)
SAP HYBRIS MARKETING
1st Party Applications
Acquisition Convert Loyalty*
Insights
Segmentation
Planning
Recommendation
Batch & Events
Social providers
Mobile providers
Email Engines
Ad Providers
Commerce
ERP
Sales
Service
Marketing Data Management
Batch & Events
Gain insight about known customers and
unknown people in real-time
Merge, match, and enrich profiles across all
channels
Identify interests and create a 360° view of
people in your ecosystem across all
channels
Predict likelihood to buy, churn, show
interest and other behaviors in real time. In
time to react.
Develop people from anonymous contacts
to high-value customers and brand
advocates
MARKETING DATA MANAGEMENT
PREDICTIVE MODELS
Leverage more than 3,000 algorithms in real-
time on operational marketing data
Predictive Scoring
Buying Propensity for industries such as
insurance, banking and retail
Various scores for Contacts
Activity Score
Sentiment Score
Profile Score
Lead Propensity
ABC Classification
Customer Lifetime Value (CLV)
Optimize, train, publish and maintain models,
run the models in real-time for precise targeting
Leverage existing models from SPSS, SAS etc.
High performance customer segmentation
on Big Data in real-time
Great visualization & exploration tools to
slice and dice data on the fly
Waterfall UI with rich set of segment
operations to easily build complex
segmentation trees with real-time counting
Ad hoc analysis and segmentation at the
same time, self service by business users.
Aggregates data towards scores, KPIs,
Sums on the fly
Optimize target groups leveraging predictive
analytics
Highly flexible on data source, incl.
unstructured data from social media,
geospatial data, SAP and non-SAP data
Unlimited ways of personalizing messages
for target group in any execution channel
SEGMENTATION
Perfect Campaign Target List
Provide context-relevant, smart
recommendations based on previous
purchasing behavior in real-time
leveraging predictive analytics
Increase conversion rates and average
sales order size by cross-selling and up-
selling
Self-Learning models
Wizard-based UI for business analyst
Deploy in any channel
Standard integration with hybris commerce
RECOMMENDATION
ACQUISITION (CAMPAIGNS)
Plan, set up and execute OmniChannel,
multi-wave campaigns (email, SMS etc.)
Manage communication templates
Create personalized, targeted content for
execution
Automate Automate campaigns with
triggers & actions (e.g. click link in mail ->
send SMS)
Automate bulk campaigns
Triggered execution through segmentation
criteria and marketing events like cart
abandonment
Detailed analytics at individual engagement
level – contacts and communications
Aggregate across campaign to measure
key KPIs
Build and Run Intelligent Marketing Campaigns
Real time email remarketing to nurture potential
prospects lifts ecommerce revenues by 2% - 10%
Real-time
scoring of browsing behaviour to derive insights for
contextual 1:1 marketing
email remarketing to nurture potential prospects
email remarketing for shopping cart recovery
retargeted advertising to drive visitors back to the site
monitoring ensures campaigns are always in step
with customers
Orchestrates a sequence of campaign steps to
drive customers back to the site
Built in rules and A/B testing
Pre-packaged integrations real time with ESP’s,
DSP’s and CRM systems for cross touchpoint
execution
Significantly improves conversion rates
CONVERT – REAL TIME 1:1 REMARKETING
Advertising Email Call
Center
Mobile
Push
Social
LOYALTY*
Enhance customer retention and
lifetime value
Flexible and easy-to-use interface for
marketing users
Deliver better customer experience by
delivering frictionless signup
Encourage advocacy and referrals
Beta Aug 2015, GA targeted Nov 2015
ORCHESTRATION*
Intelligent orchestration of marketing
campaigns based on channel, timing, contact
and content to deliver relevant interactions
inbound and outbound
Optimize contact, channel and content to
reduce customer fatigue and to optimize
budgets
Discover and take action to moderate the
customer journey
**Roadmap 2015
Define your own KPIs from multiple
(internal & external) data sources
Independent of traditional IT Reporting
structures
Role oriented modelling paradigm, i.e.
Dashboard design by composer and
consumption by business user
Form-support for desktop, tablet and smart
phone
Standard visualization catalogue for
attractive information design
Multiple Drill Downs can be viewed
in parallel to the root-components
Global filtering based on chosen
dimensions
Detailed view to visualize overall
reporting results
Stories and Components Multiple Drill Downs Fullscreen Mode
INSIGHTS - MARKETING PERFORMANCE MANAGEMENT
Customer portfolio analysis using the
current and potential value of your
customers
Balanced score card to detect strength and
weaknesses in a customer relationship
Whitespace analysis to derive additional
revenue potentials
Scoring of interactions on both consumers
and contacts of a buying center
KPI monitor to derive & detect trends and
patterns from time series analysis
Derive personalized engagements from
those insights
INSIGHTS - CUSTOMER VALUE INTELLIGENCE
Top down planning and budget
distribution
Bottom-up budget allocation
Budget planning and consumption for all
levels of the marketing organization
Joint embedded analysis for managers and
employees on all dimensions without need
for BI / data warehouse
Integrated calendar view of marketing
campaigns and analysis
View campaign key figures based on
Campaign Categories, Priority, Programs,
Responsibilities, Status and Region
Optimized for Desktop and Tablet
Native Calendar support (e.g. MS Outlook,
Apple Calendar) using iCalendar (.ics) format
MARKETING PLANNING
Control of your marketing budget
E-Shop product
recommendation based on
omni-channel customer profile
and buying behavior
hybris Marketing customer
profile, target groups &
campaigns integrated to hybris
E-Shop
Tracking shopping behavior and
buying patterns to enrich
customer journey
Segment and target across all
channels, including commerce
Personalized shopping
experience
Product recommendation
Track
Customer
Interactions
Omni-Channel Profiles, Target groups
& Campaigns
Personalized Shopping
Experience
hybris Marketing & Commerce - Integration
Personalized Shopping Experience
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 42Partner
LIVE
DEMO
CUSTOMER SUCCESS STORIESHYBRIS MARKETING
Red Bull: Teaming up with SAP to put the Consumer at the Center
Objectives
Move from retail- to consumer-centricity
Create central consumer data base by collecting the golden
consumer profile across multiple channels
Systematically collect known and unknown consumer
information and opt-ins from underlying social profiles
Personalize merchandising web stores based on hybris
Commerce
Technical implementation
SAP Hybris Marketing on HEC
hybris Commerce
Benefits
Better personalization across different channels
Better targeting and marketing execution
Real-time Recommendations
CompanyRed Bull
HeadquartersFuschl, Austria
IndustryConsumer Products
Products and ServicesRed Bull Drinks, Events, Sports Teams
Sold Cans5+ Billion
Revenue5+ Billion EUR
Web Sitehttp://www.redbull.com
SmarterTargeting the right consumers
SimplerEasy deployment via HANA Enterprise Cloud
FasterFrom weeks to seconds
AccurateReal-time data feeds
Samsung: “ Through strength Customer Experience, Increasing profit ”
Company
Samsung
Headquarters
Seoul, Korea
Industry
Electronics
Products and Services
Devices, Display, Print,
Medical
Customers
14 M in Korea
Revenue
€208 bn ww
Web Site
http://www.samsung.com
RecognitionRecognize the right
customers at all of channels
InsightUnderstand what customer
wants
EngageFrom Pushing to engaging
AccurateReal-time data analytics
Objectives
Build up Global CRM process based on single platform
Establish Global Standard Loyalty program
Reduce lead time of creating campaign plan and target group.
Integration with Predictive Analytics
Technical implementation
CRM on HANA
Integration with hybris
SAP Hybris Marketing Segmentation
SAP Hybris Marketing Data Management
Benefits
Really High performance customer segmentation
Marketing optimization leveraging predictive analytics
Real-time analytics on campaign performance
Simplifying CRM architecture through implementing CRM On HANA
Asics: Consumer Centric Engagement
Objectives
Move from retail- to consumer-centricity
Create central golden consumer profile across multiple channels,
including Foot ID
Flexible and extensible omni-channel marketing platform
Personalize merchandising web stores based on hybris
Commerce
Engage directly with consumers
Technical implementation
hybris Marketing
hybris Commerce
Benefits
Better personalization across different channels
Better targeting and marketing execution
Real-time Recommendations
CompanyAsics
HeadquartersJapan
IndustryConsumer Products
Products and ServicesShoes, Fashion, Fitness
Revenue$2.7B USD
Year over Year27% Growth
Web Sitehttp://www.asics.com
SmarterTargeting the right consumers
SimplerSingle marketing platform
FasterFrom weeks to seconds
AccurateReal-time data feedsa
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 47Partner
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