SAP Hybris Marketing Demonstration Andy Powers, Sr. Solution Engineer, SAP Hybris June 7, 2017
Agenda Introductions Overview of SAP Hybris Marketing Demonstration of SAP Hybris Marketing - AGCO Use Case Segmentation VIP Customer Journey Non-VIP Customer Journey Conquest from anonymous to known user Lunch Continuation of Hybris Marketing topics Sentiment Analysis Integration: ECC-to-Marketing Integration: Marketing-to-Commerce (touches, shopping cart, recommendations, etc.) Integrating beyond SAP Solutions Salesforce.com Facebook Twitter Customer Successes Closing Comments 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED. 2
Customer Journey VIP Agritechnica VIP Campaign Email Invitation to target group William receives email invite Registers for Agritechnica Receive confirmation Thank You email/sms QR Code Include AGCO Financing Welcome email 14 days in advance CRM Lead generated Send to Dealer workplace Attend Event Scanned QR Code 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED. 3
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Customer Journey Non-VIP 3 rd Party Ads Facebook, Web banners Paul clicks on banner ad Registers for Agritechnica Thank You email 6 hours after scan Include AGCO Financing CRM Lead generated Call Center pre-qualifies, sends to Dealer workplace _OR_ subscribes to Fendt newsletter Receive confirmation QR Code Welcome email 14 days in advance Attend Event Scanned QR Code 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED. 5
Conquest from anonymous to known user INTEREST CRM Lead to Dealer AWARENESS Need for equipment Print QR code ACTION Attends Event E-mail Trigger: QR Code Scanned Thank you for Attending CRM Lead Generated TV IDENTIFY NEED Web *** ANONYMOUS *** Category: 900 Vario, 1000 Vario DISCOVERY Education Word of mouth Reviews LEARN MORE Website E-mail E-mail Trigger: Registers for Event Thank You for Registering Welcome *** ANONYMOUS *** Interests: SectionControl, VarioGuide, VarioGrip *** ANONYMOUS *** Product: Vario 1046 Register Website *** IDENTITY MATCHED *** Merge & match contact info ACTION Registers for Agritechnica Web Banner Ad Response: Register for Agritechnica Website ACTION Browses a 3 rd party site 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED. 6
Campaign Execution with Facebook Value Proposition Enable customers to leverage data and features from SAP Hybris Marketing Cloud to address the right people with ads on Facebook (Success Story of San Jose Sharks): : Plan campaigns and monitor success in SAP Hybris Marketing Cloud, execute the campaign on Facebook (either by your agency or by yourself) Address existing customers on Facebook for cross- or upselling by adverts for a custom audience Reach out to new customers by addressing people similar to your existing customers using look-alike audiences Address people with Facebook ads based on arbitrary events such as a contract expiring soon; use periodic campaigns that update custom audiences regularly with up-to-date target group snapshots Facebook Ads SAP Hybris Marketing Cloud Predictive Analytics Scoring Campaign Planning Budgeting Campaign Analytics Personalized Offer / Engagement Golden Segment and Custom Audience 2017 SAP SE or an SAP affiliate company. All rights reserved. Customer 7
Campaign Execution with Facebook Working with Marketing Agencies You can run the Campaign Execution with Facebook scenario together with your marketing agency (Or you can run the E2E scenario yourself) Spend Planning You Your Marketing Agency You Plan campaigns Campaign Custom Audience Facebook Ads Campaign Target Group Define target groups Create and release campaign Use the custom audience for targeting Create ads Track the campaign success You use SAP Hybris Marketing Cloud, the agency uses the Facebook ads manager (or a corresponding tool). There is no need for SAP Hybris Marketing Cloud users for the agency. You have to clarify with the agency who owns and manages the Facebook ad account. You need marketer permission for the ad account. Targeting can be done by your agency at Facebook or you can optionally transfer a target group from SAP Hybris Marketing Cloud that can be used by your agency. 2017 SAP SE or an SAP affiliate company. All rights reserved. Customer 8
Campaign Execution with Facebook Tracking of Campaign Success 2017 SAP SE or an SAP affiliate company. All rights reserved. Customer 9
Campaign Execution with AdWords Search Process Integrate your SAP Hybris Marketing Cloud campaigns with AdWords Search Network only campaigns Plan your campaigns and define your target groups in SAP Hybris Marketing Cloud Execute the campaign on AdWords Track the campaign success in SAP Hybris Marketing Cloud Spend Planning Plan your campaigns from program down to detailed spend (optional) Campaign Customer Email List AdWords Ads Campaign Target Group Define your target group (optional) Create and release your campaign in SAP Hybris Marketing Cloud. A corresponding AdWords search campaign is created automatically. Or link an existing AdWords search campaign manually. Use the customer list in AdWords created from the SAP Hybris Marketing Cloud target group for targeting (optional) Create ads at AdWords Track the success and actual AdWords spend in SAP Hybris Marketing Cloud 2017 SAP SE or an SAP affiliate company. All rights reserved. Customer 10
Campaign Success Overview 2017 SAP SE or an SAP affiliate company. All rights reserved. Customer 11
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Commerce Browsing & Recommendations 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED. 15
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