hybris marketing project proposal brazil v2

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Working Smarter and Faster1

Integrated Touch Points project

SAP Hybris Marketing – Brazil Pilot

September 16, 2015

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Agenda

• Background & Objective

• Proof of Concept Success

• Proposed Scope with Use Cases

• Overview of Agile

• High Level Plan

• Resources

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Background and Objective

Visited Dentists Database

DP Engagement Tool

Access to dental offices becoming more and

more challenging

Increasing NVOs pressure

Multiple touch points strategy is needed

Need to evolve current Professional CRM solutions towards the following:

• Track all interactions CP has with all DPs (visited & non-visited): Face-to-face, Digital, Remote

• Increase in communication effectiveness• Higher ROI through segmentation/targeting and

content customization.

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Proposed Application: SAP hybris Marketingpreviously SAP Customer Engagement Intelligence (CEI)

• Marketing Data Management Platform

• Cross-industry solution enabling Marketing and Sales to focus on the right customers and consumers.

• Provides central access for all customer related information

• Contains the following applications:• Segmentation

• Data Management

• Acquistion

• Planning

• Insights

• Recommendation

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Proof of Concept OverviewCompleted in June 2015

• Business Objective:

– To integrate both internal and external marketing data in one place to able to evaluate interactions and segment

• Scope:

– Account/contact details and face-to-face interactions from NA SAP CRM/ERP systems

– Digital interactions of actual and potential contacts from COHA, COHN, and SOD (3rd Party data) manually imported

• Participants:

– COP Digital Marketing

– 3rd Party vendors for our internal sites

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Proof of Concept Feedback

“Best CRM stuff in Colgate yet, love the Customer Engagement screen with events per calendar”

-Tom Priestman

“Very interesting, very intuitive, does not look like a typical SAP

system…comprehensive functionality.”

-Fabiano Carvalho

“Looks like new era of Campaign & Segmentation Management –Looks, speed, options and opportunities from system. An excellent

initiative.”

-Leonidas Petinatos

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Proposed Pilot Scope

• Phase 1: Automate current business process

– Business Objectives:• Audience Discovery and Targeting:

– Determine a target group through segmentation

• Campaign Management

– Send customized e-mails to target groups, monitoring responses

– Have automated campaigns on specific triggers

• Customer Data Management:

– Analyze customer and contact details/interactions from internal and external channels

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Proposed Pilot Scope (cont’d)

– Automatically Load and Merge Data:

• Internal Sources: CRM (and ERP)

• External Sources: ColPro and RNL/IBS

• Merge multiple dataset to create one dataset for a campaign

• Phase 2: Extend current business process (TBD)

– Add additional touchpoints/scenarios

• Facebook, Dental Schools/Students, Dental Congresses and Symposia


Automated Follow-up to e-NewsletterBusiness Objective

• Drive BRMO and sales for CSPR*

Success Measurement

• Response / click rate, # of registrations to webinar, unit Sales of OC kits,

qualitative feedback from OCCs

Integrated Touch points initiatives • Automatically follow-up on the e-newsletter based on the responses from

recipients:

• For customers who clicked on the Sensitivity related sections of the e-newsletter,

hybris to send pre-defined follow-up e-mail including:

• Additional Study on CSPR

• Invitation to a Webinar

• Sales Offer (OC Kits)

• hybris to track response rates to that follow-up

• OCCs should see activity in hybris Marketing

Target Group

• All dentists receiving the monthly e-newsletter

* Can be expanded to other brands


Samples RequestBusiness Objective

• Drive BRMO and sales for Colgate TP* among non-visited dentists

Success Measurement

• Response / click rate

Integrated Touch points initiatives • Build target group with hybris using the following criteria:

• No visits received over last 12 months in CRM + Dentists registered in the

colpro website and not registered in CRM

• Send e-mail offering samples of either CSPR, C. Total or MCP/SAN

• Send actual samples to dentists who clicked on the offer

• Monitor response rate through hybris

* Can be focused in one / two single brands depending on availability of samples /

resources

Target Group

• Non-visited dentists in the country side of SP state

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Approach to agile

development

Project Preparation

Pre-implementation and cutover planning

Go Live and post implementation support

Analysis & Design

Design

Develop

Review

Adjust

Integration of Analysis, Design, and Implementation into a systematic cyclical approach called “Sprints”

Short incremental development cycles emphasizing flexibility and adaptability

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• After each Sprint, new

functionality is

delivered

• Feedback is received

from stakeholders

earlier in the

development process

• Stakeholder

requirements are

better fulfilled

• Reduction in re-work

post development

• Progress is measured

by delivered

functionality at the

end of each Sprint

• Validation in the form

of checkpoints and

demos are held to

validate

requirements and

results with key

stakeholders

• Risks and issues are

quickly identified and

managed

• Changes to

deliverables to

enhance usability

can be adapted

earlier in the

process

• Stakeholders get to

see what is being

delivered earlier on

Faster Results More Transparency Increased Flexibility

Benefits of an Agile Methodology


Business Roles on GIT Projects

Business Subject Matter Experts (SME’s) -Own the design

-Work on project teams to develop solutions

-Coordinate with Power users to gain agreement

- May participate in Testing Sprints during solution development

Power Users -Own the implementation

-Provide Input into Design through SME’s

- Participate in Testing Sprints & Assist in final testing/approval

- Work with GIT to develop training Material

-Responsible for training end users

Project Sponsor - Champion the overall project & Define high level objectives

-Gain buy-in & provide updates to Senior Management

-Drive the change management process at the highest levels

Stakeholders

Mukul & his directs, Marketing Directors, CIC Leads

End Users

Project Leader / Manager- Champion the requirements collection to meet objectives

-Coordinate with management to gain buy-in & resources

- Coordinate business resources for workshops, demo’s, testing

- Drive the change management process

- Owner/Administrator of solution unless delegated

Dri

vin

g C

han

ge

Core Team

Extended Team


Core Team Responsibilities

Ensure Alignment

• Drive & own initiatives

• Represent the entire functional area

Define and Design

• Define/improve standard processes

• Ensure the system design supports business processes/ improves efficiency

• Understand & document the business processes

Testing and Go-Live Prep

• Surface potential issues that might affect project execution

• Execute the data cleansing/ migration plan from existing systems to new systems

Change Management

• Cascade communication, public relations and training

• Maintain business continuity during implementation

• Document Post-Go Live Roles and Responsibilities


Resources Required -BusinessRole Description Time Required

Professional Marketing- Global–

Project Manager

• Ensure design is aligned to global strategy and

requirements

• Coordinate business resources and key decisions

.02 - .1 FTE

Professional Marketing -Brazil • Serve as Subject Matter Expert

• Provide input on requirements and design

• Participate in sprint demos and testing

.15 - .20 FTE

Redfuse/3rd Party Data Providers • Provide input on how to retrieve required data

• Setup data feeds for CP to pull into Hybris Marketing

.1 FTE

Global SME’s • Additional team members to provide insights on

global requirements and verify solution has global

applicability

.02 - .1 FTE

Brazil SME’s • Additional end users to provide input on design

• Support testing where required.02 - .1 FTE

Alignment Team • Ensures alignment between the project and

function/division strategies and priorities

• Make decisions and address the issues and risks

escalated by the project team

• Ensure sufficient resources allocated to the project

team

.05 FTE


Resources Required- GITRole Description Time Required

GIT Project Manager / Analyst • Manage project day to day

• Translate business requirements into

technical solutions

• Coordinate both IT and Business activities

.4 FTE

GIT Developer(s) • Configure Hybris Marketing

• Configure integration with CRM

• Setup Data Services feeds to bring in

external data

.3 FTE

GIT AMSSO Project Manager • Drive requirements gathering and design

from local team

• Escalate issues/risks to Global Team as

needed

• Collaborate with local team to ensure all

business requirements are tested and

validated

.2 FTE

GIT GISSO Team • Setup Hybris Marketing landscape

• Upgrade to latest version of Hybris

Marketing

.25 FTE

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Project Milestones

Q3-2015 Q4-2015 Q1-2016

hybris

Marketing

Pilot

Kick off (Oct)

Design

Meetings

Go-Live

(Apr)

Sprint 0

(Oct/Nov)

Sprint 3

(Feb)

Go/No-

Go

(Mar)

DITL

(Mar)Training

(Mar)Scope

Sign

Off

(Oct)

Sprint 2

(Jan)Sprint 1

(Nov/Dec)

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Sprint Schedule

Systems Set-Up

Data Services Set-Up

UnderstandRequirements

System Configuration

CRM in yMKT

Define Interaction Types & Interests

Data Validation

Define Attributes for Filtering

Newsletter

ColPro Integration

Upgrade to 1508

Roles & Authorizations

Amazon Partner Acquisition

CRM/ERP Integration

Data Services Integration

Data Services Integration

Sample Request

IBS/RNL Integration

Amazon Integration

Design e-Mail Content

Define Segmentation Profile*

DEV QA QA PROD


Add CPF as Key

Define Segmentation Profile*

Define Segmentation Profile


Data Validation

Data Validation

*To be determined if required after Sprint 1

Design e-Mail Content


Sponsor: Mukul Deoras

Alignment Team

Suzan Harrison, Robyn Mandalakis

Core Project Team

Project Managers: Fabiano Carvalho, Chris Bardi (GIT)

Business Owners: Moira Loten

Team Structure for hybris Marketing Brazil Pilot

Extended Project Team

Fabiano Carvalho Marcus Linares

Patricia Bella Costa

Cesar Buitrago

Khrystyne Williams - PM and Lead Analyst

Carlos Schettino

Leandro Lapolla

Professional Marketing

(Global)

Professional Marketing

(Brazil /LatAm)

Brazil SME’s

Nádia Arman

Flávia Aldarvis

Flavio Domingues

Marcos Dominques

Global SME’s

Leonidas Petinatos – EU POC

Lauren McPartlan – COP-US

Allan Castro – Asia POC

GIT

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