HostLogic SAP Hybris Marketing Presentation

Transcription

1 HostLogic SAP Hybris Marketing Presentation

2 Overview Business Environment SAP Hybris Marketing functionality SAP Hybris Marketing references

3 Overview Business Environment SAP Hybris Marketing functionality SAP Hybris Marketing references

4 Business Environment People are intuitive. A shop owner can meet a customer and immediately pick up on explicit and implicit cues that signal intent: What is the customer shopping for? Do they seem eager? Hesitant? Concerned? They can then provide assistance tailored to the customer and the situation offering a recommendation, an up-sell, or even an incentive to nudge the customer into making a purchase.

5 Business Environment Problem: human method does not scale! While companies have invested heavily in digital solutions to attract, convert, and retain customers, the solutions can t deliver the same personal finesse that human interactions can provide. That is, until now. The SAP Hybris Marketing solution is a game changer, enabling individualized, contextual marketing on an unlimited scale.

6 Business Environment The basic philosophy of the solution is that modern customers are social, connected, and well-informed. And they expect and demand nothing less than perfect experiences.

7 Business Environment These customers expect in-context personal messages that are relevant to their present time interest during an campaign, SMS offer, or while visiting a website. Without contextual targeting we get this:

8 Business Environment How does contextual marketing work?

9 Business Environment A newsletter without context:

10 Business Environment This is how contextual newsletter works:

11 Overview Business Environment SAP Hybris Marketing functionality SAP Hybris Marketing references

12 SAP Hybris Marketing functionality The SAP Hybris Marketing is a next generation marketing technology solution. It integrates these functions: Powerful data warehouse to store customer related marketing data Contextual analysis engine Handling individual customers and anonymous visitors Social Media Integration and using it as a new marketing channel Orchestration of multi channel campaigns Campaign planning and key marketing performance metrics Integration of front-office CRM applications

13 Marketing Data Management This central marketing data repository stores both structured and unstructured transactional data from various internal and external sources. It manages known and unknown customers as well. Data can be refreshed regularly. Customer interactions scoring is based on actual available data.

14 Marketing Data Management Any type of customer information can be stored and displayed due to the flexible data model. Stored information on individuals: Personal data: address, address, gender, year of birth, marital status, wedding anniversary date, date of last purchase etc. Communication channels: Interests:

15 Marketing Data Management Stored information on individuals: Interests Personal data History of all past interactions Communication channels Scores based on activity

16 Marketing Data Management Direct and indirect information on contacts can be used to create target groups and campaigns. Example: known or qualified prospects or customers who expressed interest for AXE through social media channels in Germany trough Q3 and Q

17 Marketing Data Management SAP Hybris Marketing analyses sentiment data from social media posts of customers, creates target groups and makes an immediate action possible to handle the situation or to utilize the sales opportunity. Ratio of positive and negative sentiment Social media channels Social media activities Interests

18 Segmentation Powered by SAP HANA in-memory database SAP Hybris Marketing provides real time segmentation on Big Data. Data source can be social media, geolocation information or transactional data from the ERP system. Segmentation criteria: Customer data i.e. country, city, partner type, industry vertical, job title, marital status, nationality, gender, age Historical data i.e. revenue, margin, customer satisfaction Current data i.e. number of activities, number of leads, revenue forecast, customer loyalty, number of successful transactions Future (predicted) customer behavior i.e. customer lifecycle, churn propensity, buying propensity

19 Segmentation Visualization tools makes it easy to build complex segmentation trees at high speeds based on real time data. Selected segments Selection criteria Segment previews i.e. buying propensity

20 Recommendation SAP Hybris Marketing delivers context-relevant, personalized recommendations across every marketing channel in order to increase conversion of cross-sell and up-sell offers and increase the average order size. Recommendations are based on Historical data Social media information Past purchases Buying signals observed during recent or live browser sessions

21 Campaign management - acquisition Plan and execute personalized and targeted multi-touch campaigns through , SMS/text, direct mail, and other channels. Campaign steps Setting the criteria such as opened that triggers next campaign steps

22 Campaign management - acquisition SAP Hybris Marketing Mail & template editor with conditions, offers and personalized sending. List of materials i.e. s, newsletters Editable newsletter template

23 Campaign management - acquisition Keep track of key marketing performance metrics with detailed campaign analytics.

24 Campaign management - acquisition Display campaign timeline in campaign management.

25 Conversion Leverage online browsing behaviors and purchase intent to retarget your customers and make it easy for them to convert. Send an reminder to a customer who has abandoned their shopping cart, prompting them to return and complete the purchase with one click.

26 Conversion Deliver targeted display ads based on recently viewed content. Campaign mirroring with in-context advertising

27 Retention Improve customer retention rates and increase customer lifetime values with multichannel loyalty programs. Spending loyalty points Using discount code Discounted price

28 Orchestration Plan customer engagements based on channels, customers and content to deliver relevant interactions. Orchestration of multichannel campaigns are the key to prevent marketing fatigue and to create seamless customer engagement. Customer journey Marketing channels

29 Insights Gain real-time understanding into marketing performances with a management dashboard that shows relevant marketing KPIs. User and role based KPI-s can be defined using many data sources Quickly identify opportunities and drill down to discover key insights on segments, products, channels, budgets, campaigns and assets Supports desktop, tablet and smartphone

30 Insights Customer stratification Get insight into account profitability and lifetime value Stratification categories Core Opportunist Service drain Marginal Each dot represents an account List of accounts

31 Insights Balanced Scorecard analysis In depth Balanced Scorecard analysis for each account Account info Stratification category for the account Scorecard views: Profitability Cost-to-serve Customer loyalty Buying power

32 Insights Account value analysis Customer 360 Revenue trend Revenue and margin history Discount history Opportunities Open transactions

33 Insights Customer journey insight Entry point Shopping cart abandonment Create a target group and launch a campaign for those who abandoned the shopping cart!

34 Planning and Analytics SAP Hybris Marketing has the ability to establish budget plans both using a Top-down allocation approach or Bottom-up planning. Budgets are based on standard or custom dimensions such as brands countries regions etc. Planned budgets and actual spends by media types

35 Planning and Analytics Integrated marketing calendar view makes it easy to oversee the whole marketing activity. Planned spends by country Calendar view of campaigns

36 Planning and Analytics Granular statistical information is available for each campaign Number of Messages Sent Bounced Opened, etc. Rates of Messages Bounces Unique Click rate Click-to-Open rate Number of clicks by links

37 Planning and Analytics Facebook campaign planning and KPI analytics Cost per video view Planned budget vs actual spend Video views Number of people reached by gender

38 SAP Hybris Marketing demo videos Marketing Data Management link Segmentation (based on ERP data) link Segmentation (based on Buying propensity) link Marketing Campaign Management link Marketing Insight link Customer Journey Insight link Marketing analytics and planning link SAP Hybris Marketing End to End Integration Process with SAP CRM, ERP link

39 Overview Business Environment SAP Hybris Marketing functionality SAP Hybris Marketing references

40 SAP Hybris Marketing references PERSONALISED FAN ENGAGEMENT Objectives Real time engagement with 30M fans Consolidate dozens of data sources, from merchandise and tickets to paid subscriptions and fantasy hockey Target fans based on their favorite teams, players, and sentiment Technical implementation SAP hybris Marketing SAP Predictive Analysis SAP BusinessObjects Benefits Grow revenue and loyalty from merchandizing, GameCenter subscribers and tickets Better personalization across different channels Better targeting and marketing execution

41 SAP Hybris Marketing references GETTING CLOSER TO CUSTOMER Objectives Gain insights into customer purchasing decisions Target and personalize customer interactions Support omni-channel business Technical implementation SAP CRM powered by SAP HANA SAP CRM Loyalty Management SAP Retail Planning hybris B2C Commerce SAP Infinite Insights Benefits Better insight into what to buy with analytics Stronger customer relationships by meeting their needs Decrease customer churn through loyalty programs With SAP solutions powered by SAP HANA, Eldorado can respond to customers more quickly, deliver products faster, and offer better princes. We are getting closer to our customers so they can be confident that we understand their needs. Fabricio Granja, Deputy Vice President of Business Operations Support, Eldorado LLC

42 SAP Hybris Marketing references PUT THE CUSTOMER AT THE CENTER Objectives Establish end-to-end marketing process Create 360 golden customer profile Provide high-speed segmentation Real-time data feeds for highest level of accuracy Technical implementation CRM and BW on HANA SAP hybris Marketing Segmentation SAP Predictive Analysis Benefits Engaging with consumers in a smart way Better customer experience Higher return on marketing investment (ROMI) It is a fantastic product. We have the marketing team aligned. The fact that we can analyze those 10.6 mio customers in a far better, more analytical way is a game changer for us. Stephen McKinnon, CIO, Luxottica

43 SAP Hybris Marketing references Achmea is the umbrella brand for some of the bestknown names in Dutch insurance. They serve about half of all Dutch households. Products: Health, Life and Non-life insurance Pension plans Objective: Utilizing diverse sales channels medibank is an insurance company based in the Australia. It provides customers with Health and Life insurance. Technical implementation: SAP Insurance SAP CRM SAP Mobile Suite SAP Hybris Benefits: Customer data is used to focus more on the customer rather then products Reference video: link

44 SAP Hybris Marketing references

45 Contact us: HostLogic Zrt. River Estates, Hungary 1134 Budapest, Váci út 35. Tel: Fax: marketing@hostlogic.hu