sap hybris marketing demonstration powers, sr. solution engineer, sap hybris june 7, 2017 sap hybris...

Andy Powers, Sr. Solution Engineer, SAP Hybris

June 7, 2017

SAP Hybris Marketing Demonstration

2© 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED.

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

• Facebook

• Twitter

Customer Successes

Closing Comments

Agenda


Customer Journey – VIP

Agritechnica VIP Campaign

Email Invitation to target group

CRM Lead generated

Send to Dealer workplace

William receives email invite

Registers for Agritechnica

Receive confirmation

QR Code

Attend Event

Scanned QR Code

“Thank You” email/SMS

Welcome email

14 days in advance

Include AGCO Financing


Customer Journey – Non-VIP

3rd Party Ads

Facebook, Web banners

CRM Lead generated

Call Center pre-qualifies, sends

to Dealer workplace _OR_

subscribes to Fendt newsletter

Paul clicks on banner ad

Registers for Agritechnica

Receive confirmation

QR Code

Attend Event

Scanned QR Code

“Thank You” email

6 hours after scan

Include AGCO FinancingWelcome email

14 days in advance


“Conquest” – from anonymous to known user

*** ANONYMOUS ***

Category: 900 Vario, 1000 Vario

*** ANONYMOUS ***

Interests: SectionControl,

VarioGuide, VarioGrip

AWARENESS

Need for equipment

TV Web

Print

IDENTIFY

NEED

*** IDENTITY MATCHED ***

Merge & match contact info

ACTIONRegisters for Agritechnica

Website

Register

Web Banner Ad

Response: Register for Agritechnica

ACTION

Browses a 3rd party site

Website

*** ANONYMOUS ***

Product: Vario 1046

DISCOVERYEducation

Reviews

Word of

mouthLEARN

MORE

Website

Trigger: Registers for Event

“Thank You for Registering”

“Welcome”E-mail

E-mail

Trigger: QR Code Scanned

“Thank you for Attending”

CRM Lead GeneratedACTION

Attends Event

QR code

CRM Lead to Dealer

INTEREST

E-mail

© 2017 SAP SE or an SAP affiliate company. All rights reserved. 7Customer

Campaign Execution with FacebookValue Proposition

Predictive Analytics

Scoring

Golden Segment

and Custom

Audience

Personalized

Offer /

Engagement

Campaign

Analytics

SAP Hybris Marketing Cloud

Facebook Ads

Campaign Planning

Budgeting

Enable customers to leverage data and features from SAP Hybris Marketing Cloud to address the right people with ads on

Facebook (Success Story of San Jose Sharks): :

Plan campaigns and monitor success in SAP Hybris Marketing Cloud, execute the campaign on Facebook (either by your

agency or by yourself)

Address existing customers on Facebook for cross- or upselling by adverts for a custom audience

Reach out to new customers by addressing people similar to your existing customers using look-alike audiences

Address people with Facebook ads based on arbitrary events such as a contract expiring soon; use periodic campaigns that

update custom audiences regularly with up-to-date target group snapshots

https://www.facebook.com/business/success/san-jose-sharks#u_0_j


YouYour Marketing AgencyYou

Campaign Execution with FacebookWorking with Marketing Agencies

Target Group

Campaign

Define target groups

Create and release

campaign

Custom

Audience

Facebook

Ads

Use the custom audience

for targeting

Spend

Planning

Campaign

Plan campaigns

Create ads Track the campaign

success

You can run the Campaign Execution with Facebook scenario together with your marketing agency(Or you can run the E2E scenario yourself)

You use SAP Hybris Marketing Cloud, the agency uses the Facebook ads manager (or a corresponding tool). There is no need for SAP Hybris Marketing Cloud users for

the agency. You have to clarify with the agency who owns and manages the Facebook ad account. You need marketer permission for the ad account.

Targeting can be done by your agency at Facebook or you can optionally transfer a target group from SAP Hybris Marketing Cloud that can be used by your agency.


Campaign Execution with Facebook

Tracking of Campaign Success


Campaign Execution with AdWords SearchProcess

Define your target group

(optional)

Create and release your

campaign in SAP Hybris

Marketing Cloud. A corresponding

AdWords search campaign is

created automatically. Or link an

existing AdWords search

campaign manually.

Use the customer list in

AdWords created from the

SAP Hybris Marketing Cloud

target group for targeting

(optional)

Plan your campaigns from

program down to detailed

spend (optional)

Create ads at AdWords Track the success and

actual AdWords spend in

SAP Hybris Marketing

Cloud

Integrate your SAP Hybris Marketing Cloud campaigns with AdWords Search Network only campaigns

• Plan your campaigns and define your target groups in SAP Hybris Marketing Cloud

• Execute the campaign on AdWords

• Track the campaign success in SAP Hybris Marketing Cloud

Spend

Planning

Target Group

Campaign CampaignCustomer

Email List

AdWords Ads


Campaign Success Overview


Commerce – Browsing & Recommendations

Thank you!


© 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED.

No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company.

SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliate company) in Germany and other

countries. Please see http://global12.sap.com/corporate-en/legal/copyright/index.epx for additional trademark information and notices.

Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors.

National product specifications may vary.

These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP SE or its affiliated companies shall not be liable

for errors or omissions with respect to the materials. The only warranties for SAP SE or SAP affiliate company products and

services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty.

In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop

or release any functionality mentioned therein. This document, or any related presentation, and SAP SE’s or its affiliated companies’ strategy and possible future developments, products, and/or platform

directions and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time

for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forward-looking statements are subject to

various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only

as of their dates, and they should not be relied upon in making purchasing decisions.

http://global12.sap.com/corporate-en/legal/copyright/index.epx

sap hybris marketing demonstration powers, sr. solution engineer, sap hybris june 7, 2017 sap hybris...

Documents