SAP Hybris Marketing Demonstration. Andy Powers, Sr. Solution Engineer, SAP Hybris June 7, 2017

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1 SAP Hybris Marketing Demonstration Andy Powers, Sr. Solution Engineer, SAP Hybris June 7, 2017

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

3 Customer Journey VIP Agritechnica VIP Campaign Invitation to target group William receives invite Registers for Agritechnica Receive confirmation Thank You /sms QR Code Include AGCO Financing Welcome 14 days in advance CRM Lead generated Send to Dealer workplace Attend Event Scanned QR Code 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED. 3

Customer Journey Non-VIP 3 rd Party Ads Facebook, Web banners Paul

after scan Include AGCO Financing CRM Lead generated Call Center

5 Customer Journey Non-VIP 3 rd Party Ads Facebook, Web banners Paul clicks on banner ad Registers for Agritechnica Thank You 6 hours after scan Include AGCO Financing CRM Lead generated Call Center pre-qualifies, sends to Dealer workplace _OR_ subscribes to Fendt newsletter Receive confirmation QR Code Welcome 14 days in advance Attend Event Scanned QR Code 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED. 5

Conquest from anonymous to known user INTEREST CRM Lead to Dealer AWARENESS Need for equipment Print QR code ACTION Attends Event

Vario, 1000 Vario DISCOVERY Education Word of mouth Reviews LEARN MORE Website E-mail E-mail Trigger: Registers for Event Thank

1046 Register Website *** IDENTITY MATCHED *** Merge & match contact info ACTION Registers for Agritechnica Web Banner Ad

6 Conquest from anonymous to known user INTEREST CRM Lead to Dealer AWARENESS Need for equipment Print QR code ACTION Attends Event Trigger: QR Code Scanned Thank you for Attending CRM Lead Generated TV IDENTIFY NEED Web *** ANONYMOUS *** Category: 900 Vario, 1000 Vario DISCOVERY Education Word of mouth Reviews LEARN MORE Website Trigger: Registers for Event Thank You for Registering Welcome *** ANONYMOUS *** Interests: SectionControl, VarioGuide, VarioGrip *** ANONYMOUS *** Product: Vario 1046 Register Website *** IDENTITY MATCHED *** Merge & match contact info ACTION Registers for Agritechnica Web Banner Ad Response: Register for Agritechnica Website ACTION Browses a 3 rd party site 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED. 6

Campaign Execution with Facebook Value Proposition Enable customers to leverage data and features

San Jose Sharks): : Plan campaigns and monitor success in SAP Hybris Marketing Cloud, execute the

for cross- or upselling by adverts for a custom audience Reach out to new customers by addressing

ads based on arbitrary events such as a contract expiring soon; use periodic campaigns that update

Cloud Predictive Analytics Scoring Campaign Planning Budgeting Campaign Analytics Personalized Offer

7 Campaign Execution with Facebook Value Proposition 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 Facebook Ads SAP Hybris Marketing Cloud Predictive Analytics Scoring Campaign Planning Budgeting Campaign Analytics Personalized Offer / Engagement Golden Segment and Custom Audience 2017 SAP SE or an SAP affiliate company. All rights reserved. Customer 7

Campaign Execution with Facebook Working with Marketing Agencies You can run the Campaign Execution with Facebook scenario

You Plan campaigns Campaign Custom Audience Facebook Ads Campaign Target Group Define target groups Create and release

the agency uses the Facebook ads manager (or a corresponding tool).

You have to clarify with the agency who owns and manages the Facebook ad account.

8 Campaign Execution with Facebook Working with Marketing Agencies You can run the Campaign Execution with Facebook scenario together with your marketing agency (Or you can run the E2E scenario yourself) Spend Planning You Your Marketing Agency You Plan campaigns Campaign Custom Audience Facebook Ads Campaign Target Group Define target groups Create and release campaign Use the custom audience for targeting Create ads Track the campaign success 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 SAP SE or an SAP affiliate company. All rights reserved. Customer 8

Campaign Execution with Facebook Tracking of Campaign Success 2017

Campaign Execution with AdWords Search Process Integrate your SAP Hybris

campaigns and define your target groups in SAP Hybris Marketing Cloud Execute

Cloud Spend Planning Plan your campaigns from program down to detailed spend

Define your target group (optional) Create and release your campaign in SAP

A corresponding AdWords search campaign is created automatically.

Use the customer list in AdWords created from the SAP Hybris Marketing Cloud

10 Campaign Execution with AdWords Search Process 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 Plan your campaigns from program down to detailed spend (optional) Campaign Customer List AdWords Ads Campaign Target Group 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) Create ads at AdWords Track the success and actual AdWords spend in SAP Hybris Marketing Cloud 2017 SAP SE or an SAP affiliate company. All rights reserved. Customer 10

Campaign Success Overview 2017 SAP SE or an SAP

16 Thank you!

17 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 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 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED. 17

SAP Hybris Marketing Cloud Real-Time Customer Profiling

SAP Hybris Marketing Cloud Real-Time Customer Profiling SAP Information Sheet SAP Hybris Marketing Cloud 2016 SAP SE or an SAP affiliate company. All rights reserved. Customers today have high standards and low loyalty. They demand high-quality, personalized