Market in the Moment. Bernard Chung Senior Director, Solution Marketing SAP Hybris January 14 th, 2018 PUBLIC
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1 Market in the Moment Bernard Chung Senior Director, Solution Marketing SAP Hybris January 14 th, 2018
2 SAP Hybris: Best Kept Secret ,000+ Customers +250% Growth Rate >3000 Developers Leader in 9 Analyst Reports 2
3 Evolution of customer engagement MASS SEGMENTS INDIVIDUAL IN-MOMENT Brand marketing Target marketing One to One marketing Right-time marketing Purpose Build it, they will come One-way communication Interactive dialog Solving a customer need Insight Brand strength Segment division Customer identity and profile Customer motivation 4
4 What are in moments? These are moments in time where customers are open to having their preferences influenced and are ready to make decisions. Life moments Everyday moments Bought a house Getting married Expecting our first baby I want-to-beentertained moments I want-to-eat moments Child going to college I need-to-learn moments I need-to-buy moments 5
5 Customer journey is made up of moments ACTION Pays bill online ADVOCACY Share the moment Web site BILLING INTEREST Evaluates offer CROSS-SELL OFFER Usage: 16GB Location: NY, CHI, SF Interest: Music, Headsets AWARENESS I want new devices TV Print IDENTIFY NEED Web DISCOVERY Learn more *** ANONYMOUS*** Category: Mobile devices Basket: Apple ipad Pro CONSIDERATION Compares devices Word of mouth Reviews SHOP AND BUY Store Social POST REVIEW Sentiment: Happy In-store system Customer: Sam Jones samjones@me.com Product: Apple iphone X Service: 3-year warranty ACTION Purchases mobile phone USE iphone activation RECEIVE PACKAGE PERSONAL OFFER *** IDENTITY MATCHED *** Product: iphone X, ipad Pro Service: 3-year warranty LOG IN AND BUY Web site ACTION Logs in to Web site and buys the tablet Offer: 10% discount Response: Yes Web site CONSIDERATION Open and click on offer 6
6 In-moment marketing requires contextual insights Leverage the real-time contexts to deliver the best customer experiences. What they may do IMPLICIT BUY What they are doing now The customer EXPLICIT What they have done In-moment individualization Presentation of relevant content across all touch points 7
7 MARKET IN THE MOMENT INSIGHT EXPERIENCE AGILITY Capture, enrich, and gain deeper insights through machine learning analytics Deliver individualized customer experiences based on real-time context and intent React quickly to opportunities with fast and integrated cloud solution 8
8 Takeaways: Market in the Moment Best Practices
9 Identify and enrich customer information Benefits Single platform to manage data and analytics capabilities 35% increase in campaign opt-ins 65% response rates in campaigns 10
10 Real-time evaluation and right-time action Benefits Single view of customer information Increased engagement with fans Higher conversion rates amongst season ticket holders 11
11 Integrated customer experience Benefits Single rich consumer profiles Ability to deliver improved customer experiences Higher return on marketing investment 12
12 Thank you. Contact information: Bernard Chung Senior Director, Solution Marketing SAP Hybris
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