sap hybris marketing cloud hybris marketing: end to end merge, match & enrich events &...
TRANSCRIPT
SAP Hybris Marketing Cloud
3© 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERV ED.
Introductions
Overview of SAP Hybris Marketing
Demonstration of SAP Hybris Marketing - AGCO Use Case• Segmentation
• VIP Customer Journey
• Non-VIP Customer Journey
• “Conquest” – from anonymous to known user
Lunch
Continuation of Hybris Marketing topics• Sentiment Analysis
• Integration: ECC-to-Marketing
• Integration: Marketing-to-Commerce (touches, shopping cart, recommendations, etc.)
Integrating beyond SAP Solutions• Salesforce.com
Customer Successes
Closing Comments
AGENDA
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Julie Collins
Global Head of Digital
Nobody ever said,
‘Data is power.’
Knowledge is power!
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Personalized marketing gives
users meaningful, contextual
experiences
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Increase KPIs
It’s about quality DATA
Accurate measures
Simple Execution
GOALS
Detailed Strategy
Market at Scale
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Who is my customer?
What is their Journey?
When I do get your
attention, how do I make
the right
recommendations?
The Big 3 Questions for Marketers
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Market to an audience of one
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Marketing is the Engine…
SALES SERVICE COMMERCE
HANA
MARKETING
…behind every engagement
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The Journey
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Consider a New Visitor
Existing Products
Search Campaign
Cookie ID
Category Interest
Company
Product Interest
Visitor Type
Customer Service history
Content
Email Campaign
SEO123
abcd12345unskf
Square Baler
UK Farming Co-op
Baler, Square baler, tilling
New Customer
1uJQRk9Znsw
Name
Does a search for “square baler”
Clicks through to the landing page
Watches a video about square
balers and reads info page
From Demand Base and other 3rd party data sources:
• Based on IP address, we determine that this user is from a
UK Farming Co-op
• Customer is in-market for a square baler
At this stage, the user abandons the
browsing session
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Mary is a Marketer
She creates a target segment of potential customers who
are farmers in the UK and have inquired about square
balers in the last six weeks
Mary creates a Target Group that’s assigned to a
Facebook campaign as well as email campaign.
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The Next Day, The Same User Logs into His Account
Existing Products
Search Campaign
Cookie ID
Category Interest
Company
Product Interest
Visitor Type
Customer Service history
Content
Email Campaign
Randy Barnes
Harvester, Large Tractor, Small Tractor
SEO123
abcd12345unskf
Square baler
UK Farming Co-op
Baler, Square baler, Tilling
Existing customer
1uJQRk9Znsw
Name
Logs into account
A cookie ID match merges the cookie ID with
the customer ID
We now have a more complete
picture of this prospect
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Leads Can Be Scored Based on a Number of Criteria
Sales qualified leads can be sent to CRM as Sales
qualified leads, with activities automated
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A Cross-Channel Campaign is Set Up To Target This Group
The campaign automates communications across web
(personalized content), mobile, call-center, email,
display, search
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Get the right size square baler
Check out our square baler sizer to help you select the right square baler
for your application! No other manufacturer offers such a complete line of
square balers capable of meeting the demands of the smallest hobby
farmers and the largest biomass operations, and everything in between.
Find out More
Barnes, Randy
It’s Hip to Be Square
Massey-Ferguson< [email protected]>
Randy Barnes Receives an Email Based on His Activities
Existing Products
Search Campaign
Cookie ID
Category Interest
Company
Product Interest
Visitor Type
Customer Service history
Content
Email Campaign
Randy Barnes
Harvester, Large Tractor, Small Tractor
SEO123
abcd12345unskf
Square baler
UK Farm Co-op
Baler, Square baler, Tilling
Existing Customer
1uJQRk9Znsw
Email1234
Name
He clicks through the email and views
online content
This triggers a notification to the
salesperson or dealer who
…and then calls the customer
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Real-time Campaign Results and Analytics
Our automated tools give deep insight into campaign
performance in real-time.
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SAP HYBRIS MARKETING: END TO END
Merge, match & enrich
Events & interactions
Campaignexecution inall channels
Plan, measure & optimize
Contexts, interests & predictions
Personalizedtargeting &
orchestration
Capturing response
Loyalty data
Market data & events
Sales & service data
Financial data
Industry data
Social media,
Commerc, IoT…
Extensions
Mobile &
social channel
Digital channel
Personalized
commerce
Interaction center
Sales Automation
E-mail, sms, traditional
Extensions