SAP Hybris Marketing SAP Summit 2016
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1 SAP Hybris Marketing SAP Summit 2016 Matthias Reiner, PMP Product Expert, SAP Hybris Marketing Product Development April 2016
2 Agenda Solution Introduction - Why SAP Hybris Marketing? Project Examples Typical Architecture
3 MARKETING IS BROKEN SAP SE or an SAP affiliate company. All rights reserved. Internal 3
4 CONTEXT MAKES THE DIFFERENCE.
5 DATA IS THE FUEL TO OPTIMIZE CUSTOMER EXPERIENCE AND BUSINESS RESULTS.
6 LEGACY APPLICATIONS, INTEGRATION, AND DATA SILOS MAKE THIS IMPOSSIBLE TODAY. CRM. WEB CMS. MOBILE. MARKETING. OMS. STORES. CONTACT CENTERS. ETC.
7 WE ATTACK THE CORE OF THIS PROBLEM
8 CONTEXT MAKES THE DIFFERENCE SAP SE or an SAP affiliate company. All rights reserved. Internal 8
9 IMPLICIT TRIGGERS TO ENGAGEMENT BROWSE CLICK OPEN CLOSE IGNORE WALK-BY HOVER RELEVANCE PROFILE NORMALIZATION EXPLICIT BUY REGISTER SUBSCRIBE RETURN COMPLETE SEND SHARE EVENTS FROM LISTENING 2016 SAP SE or an SAP affiliate company. All rights reserved. Internal 9
10 HYBRIS MARKETING 2016 SAP SE or an SAP affiliate company. All rights reserved. Internal 10
11 Agenda Solution Introduction - Why SAP Hybris Marketing? Project Examples Typical Architecture
12 The Customer I Multiple Brands Number of employees < hybris Commerce customer Sports Fashion Industry Subsidiaries on all continents Headquarter in APJ Using a variety of consumer facing applications 2016 SAP SE or an SAP affiliate company. All rights reserved. Internal 12
13 Key Objectives: Marketing Execution Platform: Given the market position a overall marketing platform is essential. One Database for Consumer Centric Information: All of the relevant consumer centric information should be captured in a database to be a basis for any analytics and insight. Reusability and Extensibility: The implemented solution should be reusable and extensible, ie. integration of foot ID, POS etc SAP SE or an SAP affiliate company. All rights reserved. Internal 13
14 The Consumer Engagement Process Scope Load Explore & Target Engage Events Web Shop Factsheet Scoring Events Sports Community Marketing Data Management Segmentation Campaign CMO Dashboard 2016 SAP SE or an SAP affiliate company. All rights reserved. Internal 14
15 The Portfolio Scope SAP HYBRIS MARKETING Planning Insights Acquisition Conversion Retention/Loyalty* SAP Applications SAP Sales Segmentation Recommendation 3rd Party Applications (for data & execution) SAP Service Batch & Events Batch & Events Engines SAP ERP/FMS Ad Providers hybris Commerce Social providers SAP CAR Sports Community * Open Beta (global) Marketing Data Management Scope General Availability 2016 SAP SE or an SAP affiliate company. All rights reserved. Internal 15
16 Project Team Project Lead Marketing Data Management Integration Segmentation HANA Business Lead ymkt Developer Technology Campaign Management Insights Technical Lead Golden ABAP Record Responsible developments HANA Building, Post Creation Setup Overall Speaking Modeling Project installation for HANA Inbound of data of technical campaign analytical hybris Management integration and Modeling Marketing API and Administration concept and process upgrades content Marketing components (e.g. BAdIs) Permissions Strong Knows functional the hybris Basis internal Focus e.g. related Marketing skills Exemplary processing, Data Customizing on since tasks, Acts Services, performance Marketing Communications this campaign as detail incl. especially Process roles SLT, certificates, and Background Segmentation for decisions content Web beyond Advisor hybris in Technologies notes, creation (e.g. Marketing affect HANA, task all Data functional lists ERP, Management CRM) areas 5 Project Team Members
17 2016 SAP SE or an SAP affiliate company. All rights reserved. Internal 17
18 2016 SAP SE or an SAP affiliate company. All rights reserved. Internal 18
19 Project Stats Project Team Members Time to delivery Effort 5 3months 150 Events man-days 2016 SAP SE or an SAP affiliate company. All rights reserved. Internal 19
20 The Customer II Multiple Brands Number of employees > Big SAP Footprint Consumer Electronics Industry Subsidiaries on all continents Headquarter in APJ Project limited to SEA Using a variety of consumer facing applications 2016 SAP SE or an SAP affiliate company. All rights reserved. Internal 20
21 The Consumer Engagement Process Scope Load Explore & Target Engage Events Call Center Events Lifestyle App Factsheet Push Events Facebook Profile 1 Events Profile App Marketing Data Management Segmentation Scoring Campaign Facebook Ads SMS Reporting 2016 SAP SE or an SAP affiliate company. All rights reserved. Internal 21
22 The Portfolio Scope SAP HYBRIS MARKETING Planning Insights Acquisition Conversion Retention** SAP Applications Segmentation Recommendation 3rd Party Applications (for data & execution) SAP Sales Engines SAP Service Batch & Events Batch & Events Profile App SAP ERP Social Login for Facebook Profile hybris Commerce Own Push, & SMS Provider Call Center Marketing Data Management Phase One General Availability 2016 SAP SE or an SAP affiliate company. All rights reserved. Internal 22
23 Project Stats Project Team Members Time to delivery Effort 12 3months 450 Events man-days 2016 SAP SE or an SAP affiliate company. All rights reserved. Internal 23
24 Implementation Approach Phased approach PHASE ONE Fast delivery of the foundation Pilot one region, country, division or brand Installation & Security Integrate max. 3 data sources Key processes & functionality Enable the region and key users High level design for next phase PHASE TWO Rollout & Enhance Rollout to other countries, regions, divisions, brands, Integrate further data sources Enhance processes & functionality Do a full hand over to operations Phase 1 Phase 2 Phase n PHASE n SAP SE or an SAP affiliate company. All rights reserved. Internal 24
25 Rapid Deployment Solutions Leverage existing SAP Best Practice Two SAP Hybris Marketing Rapid Deployment Solutions offer a rich set of preconfigured content to decrease the risk and increase the value you get out of your project. SAP Hybris Marketing rapid-deployment solution V7.12* Rapid Data Load for SAP Hybris Marketing V4.12* * A subset of both RDS is taken into account to maximize the value for you SAP SE or an SAP affiliate company. All rights reserved. Internal 25
26 Lessons Learned Align the data harvesting & usage with the customer legal department -> Make sure to include all subsidiaries Dedicated project management to orchestrate all involved parties is crucial Involve the security team as soon as all integration points are defined (inbound & outbound) Existing architecture policies need to be validated and aligned with the business scope Check the data completeness and quality to make sure that the scope is feasible Implementation approach should be step by step to evaluate & leverage new functionality Business involvement is key and should be done continuously 2016 SAP SE or an SAP affiliate company. All rights reserved. Internal 26
27 Agenda Solution Introduction - Why SAP Hybris Marketing? Project Examples Typical Architecture
28 Architecture Example for On Premise and Private Cloud Inbound Perspective CRM Web Dispatcher [in DMZ] Security & Routing Push Lifestyle/Consumer App User Events Business Partner One Order Object Product Master Interaction Contact Interaction Marketing Product Replication Server Marketing Permission Pull Passing through CRM MKT Data Services DWH HANA ETL Client Master Pull Event Data SLT Replication HANA Virtual Data Models & Extraction odata IC & IA API + Data Services 2016 SAP SE or an SAP affiliate company. All rights reserved. Internal 28
29 Architecture Example for On Premise and Private Cloud Outbound Perspective SAP Hybris Marketing [in customer network] ymkt Send PUSH s Amazon AWS [in the Internet] SES Inbound ( Service) ymkt Bounce Processing Action Listener PULL Bounces SQS (Queue Service) SES Outbound Push s Push Success or Fail/Bounce Response Web Dispatcher [in DMZ] Security & Routing Open & Click Push Provider for Consumers in the Internet Googl , Hotmail, Yahoo, SAP SE or an SAP affiliate company. All rights reserved. Internal 29
30 THANK YOU Matthias Reiner SAP Hybris Marketing 2016 SAP SE or an SAP affiliate company. All rights reserved. Internal 30
31 Back up Matthias Reiner SAP Hybris Marketing 2016 SAP SE or an SAP affiliate company. All rights reserved. Internal 31
32 2016 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 forwardlooking 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. Internal 32
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