Better Together: SAP Customer Data Cloud from Gigya and SAP Marketing Cloud

Transcription

1 SAP Customer Experience Solution in Detail Better Together: SAP Customer Data Cloud from Gigya and SAP Marketing Cloud 1 / 6

2 Quick Facts Summary SAP Customer Data Cloud solutions can infuse trusted customer data into your SAP Marketing Cloud solution, radically improving the quality and accuracy of your marketing campaigns. You ll discover new opportunities for in-moment marketing across touchpoints, and these opportunities will convert at a higher rate thanks to more accurate targeting and deeper personalization. Objectives Enhance the accuracy, transparency and effectiveness of marketing campaigns Infuse more trust into customer relationships while addressing data privacy law compliance, including GDPR Create more relevant and consistent customer engagements across devices and channels Honor customers preferences and consent to receive marketing communications Solution Integrate SAP Customer Data Cloud with SAP Marketing Cloud to gain: Complete, consistently accurate customer profiles built from first-party data Full lifecycle preference and consent management that builds customer trust and facilitates data privacy law compliance, including GDPR A centralized customer profile repository for all of your properties, channels and brands Benefits Build trusted customer relationships using permission-based, first-party data Target the right customers through more accurate customer profiles Increase offer conversions through intelligent recommendations and personalized content Raise customer satisfaction scores by using only the data customers want you to use Protect the business from regulatory risk 2 / 6

3 Better Together: How SAP Customer Data Cloud Enhances SAP Marketing Cloud SAP Customer Data Cloud solutions help to: Reduce friction at points of entry and seamlessly engage customers across devices, channels and regions Collect, track, and manage preference and consent data transparently across the entire customer lifecycle, and maintain a complete history of consent and communication preferences to address GDPR requirements Unify data into permission-based profiles for each customer, then centrally govern and orchestrate those profiles to power trusted digital experiences This delivers benefits in four key areas of SAP Marketing Cloud: Dynamic customer profiles Segments, campaigns, and journeys Recommendation and personalization Loyalty management IMPROVED CUSTOMER ENGAGEMENTS BASED ON FIRST-PARTY DATA SAP Customer Data Cloud SAP Marketing Cloud Channel Execution Insights Dynamic Customer Profiling Segmentation, Campaign and Journey Audience Insight Web Contacts Personalized Mobile Account Status, Preference, Consent, Profile Recommendation and Personalization Experiences Continued Social Engagement Loyalty Management Ads 3 / 6

4 Let s take a closer look at how this integration drives more trusted, personalized, and relevant campaigns. More dynamic customer profiles The unified customer profile provided by SAP Customer Data Cloud is your single source of truth for a customer s account status, identity, preference, and consent data. It can also extend to cross-channel data, including (but not limited to) point-of-sale transactions, CRM attributes and campaign insights. This results in more complete, higher-value customer profiles that increase the relevance and accuracy of your marketing campaigns. Enhanced segmentation and campaigns Through real-time synchronization between the solutions, first-party, permission-based data facilitates engagements across touchpoints that progressively build customer profiles to include more likes and preferences. This means you can better segment and target customers by demographics, interests, and behaviors. You can also design more relevant and consistent content for campaigns. And all your communications will be based on customers preference and consent settings a key for addressing GDPR compliance. Increased recommendation and personalization effectiveness SAP Customer Data Cloud reduces friction during the onboarding experience and collects customer consent for data processing. As more anonymous visitors turn into known users, the effectiveness of your recommendation and personalization engine dramatically increases, paving the way for more personalized content and more accurate contextual marketing engagements. Loyalty management with deeper personalization Create higher rates of customer advocacy among loyalty program members by including customers profile and preference data when engaging across digital channels such as , mobile, social, or web. This data can also be used to create and deliver real-time experiences that reward customers and turn them into advocates. By integrating SAP Customer Data Cloud with SAP Marketing Cloud, you can build customer trust and brand advocacy. 4 / 6

5 Example: The Power of Trusted, Personalized Engagements Belinda visits the Web site of Ranch 1, a global fine foods company, because she wants to learn more about Minelli, her preferred brand of pasta, and to look for new recipes to try out at home. The company provides a simple registration form with clear terms of service and an option to sign up with social network credentials. Authenticating with her Facebook profile in two clicks, Belinda consents to have Ranch 1 access her profile information, including her likes and personal preferences. Her consent allows the company to immediately personalize her Web experience. She is added to the appropriate newsletter campaign full of rich, personalized content delivered on the channel and at the frequency she specifies. Thanks to relevant newsletter content, Belinda engages with the brand on a more consistent basis. With each exchange, Ranch 1 asks for additional information her favorite meals, preferred ingredients, and demographic information in exchange for promotional offers and discounts. As the relationship progresses, Belinda also gives her permission to receive s from other Ranch 1 brands she wants to explore. Ranch 1 collects and manages all of Belinda s profile, preference and consent data in a secure, centralized customer profile repository supported in SAP Customer Data Cloud, which synchronizes in real time with the SAP Marketing Cloud. In this way, Ranch 1 can enforce her preference and consent choices at every engagement. From her point of view, Belinda consistently receives only communications and promotions that interest her. Delighted by her experience, she shares Minelli s Web site on her social networks. Learn more What does SAP Customer Data Cloud add to SAP Marketing Cloud? More customer trust. Deeper customer insights. And protection from regulatory risks. Visit cx.sap.com/customer-data-cloud to learn more. 5 / 6

6 Follow us SAP Marketing Cloud Integrtation enus (18/09) 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. The information contained herein may be changed without prior notice. 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 or its affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP 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 platforms, 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, and they should not be relied upon in making purchasing decisions. 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. All other product and service names mentioned are the trademarks of their respective companies. See for additional trademark information and notices.