hybris marketing Market to an Audience of One Roland Blösch Director Financial Services

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1 hybris marketing Market to an Audience of One Roland Blösch Director Financial Services

2 Priorities and Trends in insurance Digitization Omnichannel Contextual Marketing Internet of Things CEO SURVEY: TOP PRIORITY IN COMING 3 YEARS? CUSTOMERS KNOW BRANDS NOT CHANNELS CUSTOMERS EXPECT EACH INTERACTION TO BE RELEVANT NEW TECHNOLOGIES & NEW OPPORTUNITIES 83% The Digital Experience Buying journey is different and uses many touch points everywhere Need to address lifestyle choices and preferences Opens up on going dialogue with customers and support cross sell offerings, new products & services

3 A solution to manage the new insurance customer experience consistently across all touchpoints Internet of Things Web Mobile Social media Digital channels Aggregators Agencies - Banks - Intermediaries Traditional channels Call Center Experience Management / Omnicommerce Connect Omni-Channel Layer Marketing Commerce Sales Service Omnichannel Customer Data Management Insurance Back End Quotation & U/W Policy Admin Claims Billing Analytics

4 NEGATIVE ONLINE Days later from wife asking for opinion Sports website Travel website Visits website. Approves & abandons. $205 News website Wife buys blender on her laptop. Promotional from Kitchenaid

5 WEB SOCIAL MOBILE ADVERTISING THIS IS WHAT MARKETERS DO TODAY! Marketers bombard customers with irrelevant messages. Not targeted, not relevant. WEAPONS OF MASS DISTRACTION. Enough is enough.

6 MARKETING IS BROKEN Marketers accept a 2% conversion rate as good, ignoring the effect on the 98% who do not convert. The customer is one of hundreds of thousands of targets, and is bombarded with irrelevant marketing.

7 CONTEXT MAKES THE DIFFERENCE.

8 DATA IS THE FUEL TO OPTIMIZE CUSTOMER EXPERIENCE AND BUSINESS RESULTS.

9 LEGACY APPLICATIONS, INTEGRATION, AND DATA SILOS MAKE THIS IMPOSSIBLE TODAY. CRM. WEB CMS. MOBILE. MARKETING. OMS. STORES. CONTACT CENTERS. ETC.

10 WE ATTACK THE CORE OF THIS PROBLEM

11 SAP hybris Marketing is fundamentally different

targeting & orchestration Campaign execution in all channels Market data & events Digital & social channel Sales & service

12 The Digital Marketing Process right customer, right product, right now! Events & interactions from all channels Explore & gain insights Intelligence through Predictive Analytics Personalized targeting & orchestration Campaign execution in all channels Market data & events Digital & social channel Sales & service data Personalized commerce Financial data Interaction center Big data industry Lead, opportunity Social media, web , sms, traditional Capturing response Plan, measure & optimize

MARKETING DATA MANAGEMENT Gain insight about known customers and unknown people in real-time Identify interests and create a 360 view of people in your ecosystem across all channels Continuously

13 MARKETING DATA MANAGEMENT Gain insight about known customers and unknown people in real-time Identify interests and create a 360 view of people in your ecosystem across all channels Continuously enrich existing profile information from internal and external data sources and score their interactions Develop people from anonymous contacts to high-value customers and brand advocates Visual analysis of customer behaviour patterns including timeline Display of customer interactions as channel icons in a timeframe chart

14 SEGMENTATION High performance customer segmentation on Big Data in real-time Great visualization & exploration tools to slice and dice data on the fly Waterfall UI with rich set of segment operations to easily build complex segmentation trees with realtime counting Aggregates data towards scores, KPIs, Sums on the fly Optimize target groups leveraging predictive analytics Highly flexible on data source, incl. unstructured data from social media, geospatial data, SAP and non-sap data Unlimited ways of personalizing messages for target group in any execution channel

rates and average sales order size by cross-selling and up-selling Self-Learning models

15 RECOMMENDATION Provide context-relevant, smart recommendations based on previous purchasing behavior in realtime leveraging predictive analytics Increase conversion rates and average sales order size by cross-selling and up-selling Self-Learning models Wizard-based UI for business analyst Deploy in any channel Standard integration with hybris commerce

16 ACQUISITION Plan and set up multi-channel, multi-wave campaigns Manage communication templates Create personalized, targeted content for execution Execute multi-channel, multi-wave campaigns ( , SMS etc.) Automate campaigns with triggers & actions (e.g. click link in mail -> send SMS) Detailed analytics at individual engagement level contacts and communications Aggregate across campaign to measure key KPIs

CONVERSION Real-time scoring of browsing behaviour to derive insights for contextual 1:1 marketing Real time email remarketing to nurture potential prospects

17 CONVERSION Real-time scoring of browsing behaviour to derive insights for contextual 1:1 marketing Real time remarketing to nurture potential prospects Real time remarketing for shopping cart recovery Real time retargeted advertising to drive visitors back to the site Significantly improves conversion rates

18 LOYALTY** Enhance customer retention and lifetime value Flexible and easy-to-use interface for marketing users Deliver better customer experience by delivering frictionless signup Encourage advocacy and referrals **Roadmap

ORCHESTRATION** Intelligent orchestration of marketing campaigns based on channel, contact and content to deliver relevant interactions inbound and outbound

19 ORCHESTRATION** Intelligent orchestration of marketing campaigns based on channel, contact and content to deliver relevant interactions inbound and outbound Optimize contact, channel and content to reduce customer fatigue and to optimize budgets Discover and take action to moderate the customer journey **Roadmap 2015

INSIGHTS - MARKETING PERFORMANCE MANAGEMENT Define your own KPIs from multiple (internal & external) data sources Independent of traditional IT Reporting structures Role oriented modelling paradigm,

20 INSIGHTS - MARKETING PERFORMANCE MANAGEMENT Define your own KPIs from multiple (internal & external) data sources Independent of traditional IT Reporting structures Role oriented modelling paradigm, i.e. Dashboard design by composer and consumption by business user Form-support for desktop, tablet and smart phone Standard visualization catalogue for attractive information design Multiple Drill Downs can be viewed in parallel to the root-components Global filtering based on chosen dimensions Detailed view to visualize overall reporting results

INSIGHTS - CUSTOMER VALUE INTELLIGENCE Customer portfolio analysis using the current and potential value of your customers Balanced score card to detect strength and weaknesses in a customer

21 INSIGHTS - CUSTOMER VALUE INTELLIGENCE Customer portfolio analysis using the current and potential value of your customers Balanced score card to detect strength and weaknesses in a customer relationship Whitespace analysis to derive additional revenue potentials Scoring of interactions on both consumers and contacts of a buying center KPI monitor to derive & detect trends and patterns from time series analysis Derive personalized engagements from those insights

MARKETING PLANNING Top down planning and budget distribution Bottom-up budget allocation Budget planning and consumption for all levels of the marketing organization Joint embedded analysis for

22 MARKETING PLANNING Top down planning and budget distribution Bottom-up budget allocation Budget planning and consumption for all levels of the marketing organization Joint embedded analysis for managers and employees on all dimensions without need for BI / data warehouse Integrated calendar view of marketing campaigns and analysis View campaign key figures based on Campaign Categories, Priority, Programs, Responsibilities, Status and Region Optimized for Desktop and Tablet Native Calendar support (e.g. MS Outlook, Apple Calendar) using icalendar (.ics) format

23 SAP hybris Marketing & Commerce - Integration SAP hybris Marketing customer profile, target groups & campaigns integrated to hybris E-Shop Personalized shopping experience Tracking shopping behavior and buying patterns to enrich customer journey Segment and target across all channels, including commerce E-Shop product recommendation based on omni-channel customer profile and buying behavior Product recommendation Track Customer Interactions Omni-Channel Profiles, Target groups & Campaigns Personalized Shopping Experience

24 Demo

34 SAP hybris Mybrarketing ready to use Free 3-Day Trial w/ pre-defined demo data hybris Marketing Starter Edition Run pre-defined scope on own data in 1 day! hybris Marketing Business Adoption Continuous evolution of business scenarios hybris Marketing RDS for Implementation RDS for Rapid Data Load Web Journey starts 2 minutes 1 week continuously

Find out - Free 30 day trial with demo data http://marketplace.saphana.

35 Find out - Free 30 day trial with demo data

36 Where to Find More Information These three days! hybris Marketing: hybris Marketing Rapid Deployment:* bit.ly/hybrismarketingrds bit.ly/hybrismarketingdatards Application and deployment help: bit.ly/hybrismarketinghelp Free Trial: bit.ly/hybrismarketingtrial Your account team * Requires login credentials to the SAP Service Marketplace

37 Thank you Contact information: Roland Blösch Director Financial Services hybris an SAP Company

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