hybris Marketing

Marketing Effectiveness
Q2/2015 (1505)
May 2015

Objectives

At the end of this presentation, you will be able to:

Explain the scope of Marketing Effectiveness
Understand the goals for the different business roles of hybris Marketing

Agenda

1.

2.

3.

Overview

Marketing Executive
Dashboard

Smart Business for

Marketing Manager

Marketing Effectiveness
Targeting all Roles in Marketing for Customer Insights

Target Audience: CMO, Regional Presidents, Marketing Executives

Business Needs: Intelligence on global KPI attainment, facilitate
budget distribution, market and brand observation, collaboration

Target Audience: Marketing VPs and Marketing Managers

Business Needs: Insights on all areas of marketing spend and contribution,
action taking, annotation, collaboration with team and other stakeholders

Target Audience: Marketing Experts

Business Needs: Detailed impact analysis on campaigns, action
taking, budget vs. cost tracking, collaboration with team members

Agenda

1.

2.

3.

Overview

Marketing Executive
Dashboard

Smart Business for

Marketing Manager

Marketing Executive Dashboard

Smart Business Executive Edition

New Innovation Marketing Executive Dashboard

allows Executives to review the success of
marketing investments

Gives a comprehensive overview of KPI

attainment and marketing performance
benchmarks

The standard delivery of the Dashboard content comprises

the following 13 important KPIs in Marketing Effectiveness:

Marketing-Generated Leads (CRM)

Contact Conversion

Marketing-Generated Sales Pipeline (CRM)

Sentiment Media Mix

Marketing-Generated Opportunities (CRM)

Demand Generation Leads (C4C)

The Dashboard can be accessed from the

hybris Marketing Homescreen

Marketing-Generated Revenue (ERP)

Demand Generation Opportunities (C4C)

The Dashboard is based on the new Smart

Business Executive Edition

Planned Budget, Planned and Actual Spend

Net Promoter Score

Web Visits

Market Share

Web Downloads

Marketing Executive Dashboard

Smart Business Executive Edition
Multiple Drill Downs

Stories and Components

Definition of dashboard stories and

components to structure KPIs

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

Fullscreen Mode

Detailed view to visualize overall

reporting results

Agenda

1.

2.

3.

Overview

Marketing Executive
Dashboard

Smart Business for

Marketing Manager

Smart Business KPIs for Marketing Managers

Overview
Available KPIs

Sentiment Media Mix

Marketing-Generated Revenue

Contact Conversion

Marketing-Generated Sales Pipeline

Marketing-Generated Leads

Marketing-Generated Opportunities

Demo also available offline for further reference (best viewed with Chrome)
http://demo.tdc.sap.com/speeddemo/bca32b682db8289e

Sentiment Media Mix

Social Media Posts, Last Week, by Sentiments, Channel, Interests

Relates measure:
Social Media Posts
grouped by
Sentiment s

Relates Measures:
Social Media Posts by
Top 3 channel and
Item of interests

Filter
Channel. Item of
interests, date,
Sentiments

Drill Down:
by Sentiments,
Channel, Item of
Interests

Actions:
Send Email
Share with SAP JAM
Add to catalog

Contact Conversion
Interaction Contacts of last Month, by Country, Channel, Contact Level

Relates measure:
Contacts grouped by
Item of Interest and
Contacts

Filter
Channel. Item of
interests, date, country,
week
Relates Measures:
Social Media Posts by
Top 3 channel and
Item of interests

Drill Down:
by country, channel
and contact level

Actions:
Send Email
Share with SAP JAM
Add to catalog

Marketing-Generated Leads
Number of Leads for Accounts of the Campaigns during last 5 Quarters

Filter :
Calendar Quarter,
Origin, Importance,
Sales Organization,
Classification
Relates Measures:
Marketing-Generated
Leads by on Top 3
Origin and
Classification

Drill Down:
by Quarter and
Classification ,
by Quarter and
Origin

Actions:
Send Email
Share with SAP JAM
Add to catalog

Marketing-Generated Revenue
Revenue for Accounts of the Campaigns during last 5 Quarters

Filter :
Calendar Month,
Calendar Quarter,
Country, Sales
Organization,
Distribution Channel

Drill Down:
by Quarter and
country,
by Quarter and
Distribution Channel

Relates Measures:
Aggregated Revenue
by Top 3 Countries

Relates Measures:
Revenue by Top 3
Distribution Channels
and Countries

Actions:
Send Email,
Share with SAP JAM;
Add to Catalog

Marketing-Generated Sales Pipeline

Expected Revenue for Accounts of the Campaigns during last 5 Quarters

Relates Measures:
Conversion Rate
Opportunity to Sales

Filter :
Calendar Month,
Calendar Quarter,
Country, Sales
Organization, Analysis
Stage, Origin

Relates Measures:
Aggregated Pipeline
by Status

Drill Down:
by Quarter, Status,
Importance, Analysis
Stage

Relates Measures:
Aggregated Pipeline
by Importance

Actions:
Send Email,
Share with SAP JAM;
Add to Catalog

Marketing-Generated Opportunities
Opportunities for Accounts of the Campaigns during last 5 Quarters

Relates Measures:
Conversion Rate
Opportunity to Sales

Filter :
Calendar Month,
Calendar Quarter,
Country, Sales
Organization, Analysis
Stage, Origin
Relates Measures:
Aggregated
Opportunities by
Status

Drill Down:
by Quarter, Status,
Importance, Analysis
Stage

Relates Measures:
Aggregated
Opportunities by
Importance

Actions:
Send Email,
Share with SAP JAM;
Add to Catalog

Summary

You should now be able to explain:

Marketing Executive and Managers can measure
the success of Marketing Investments

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