SAP Hybris Marketing

Engage in Context to Drive

Conversion and Loyalty

[@thomas_ruhl]
SAP Forum für Customer Engagement & Commerce
INCREASING CUSTOMER EXPECTATIONS

Relevant Customer Engagements

Ultra Dynamically Not Creepy

Personal Adapt
MARKETING IS BROKEN

Marketers bombard customers with irrelevant

messages. Not targeted, not relevant

99.94%
of online ads are ignored
Source: Google Display Benchmark Tool

3.57%
Email click through rate
Source: Getresponse

0.62%
All digital channel response rate
Source: DMA Response Rate Report 2015
HOLISTIC APPROACH TO MARTECH IS NEEDED

Marketers use 11 siloed channels on average…

…and 15 separate systems

to house customer data

Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015

DATA IS THE FUEL
Capture and enrich dynamic marketing profiles
CONTEXT MAKES THE DIFFERENCE

Leverage the real-time contexts to deliver the best customer experiences

What they may do

IMPLICIT

What they are doing now Real-time

individualization
The customer Presentation of
EXPLICIT
relevant content across
all touchpoints

What they have done

SAP HYBRIS MARKETING: END-TO-END

Events & Merge, match & Contexts, interests & Personalized Campaign
interactions enrich predictions targeting & execution in
orchestration all channels

Mobile &
Loyalty data
social channel

Market data & events Digital channel

Personalized
Sales & service data
commerce

Financial data Interaction center

Industry data Lead, opportunity

Social media, E-mail, sms,

mobile, IoT traditional

Extensions Extensions

Capturing response

Plan, measure & optimize

UNDERSTAND REAL-TIME CUSTOMER INTENTS
Dynamically capture and enrich marketing profiles across all sources
into a single view, gain insights into customer’s real-time intents

Gain insights into the

Accurately target and segment from customer journey, identify
Consolidated view any data source micro-segments
of customers across
the enterprise

Accurately target and

segment from any data
source

Understand
customer’s
Discover hidden trends and
sentiments and
anticipate buying behavior
interests
with built-in predictive
analysis
MARKET WITH SPEED AND AGILITY
Proactively react to customer opportunities with increased visibility
and alignment of the marketing process, resources, and performance.

Accelerate the marketing processes

to react quickly to opportunities
Optimize marketing strategies
with real-time insights into
marketing performances

Increase collaboration and

transparency

Gain accurate
budget and expense
information
DELIVER CONTEXTUAL EXPERIENCES ACROSS
CHANNELS
Convert ‘in-the-moment’ opportunities to dynamically deliver
contextually relevant customer experiences across channels.

Convert customers into loyal

advocates

Create personalized
customer engagements
Deliver individualized
across channel
experiences with
relevant offers and
messages

Remarket to
targeted customers
with timely offers
and promotions
SAP HYBRIS MARKETING: SOLUTION VIEW

SAP HYBRIS MARKETING

Planning
Insight
Acquisition Convert Loyalty
Segmentation Recommendation 3rd Party Applications
1st Party Applications (for data & execution)
Commerce Email Engines

Sales, Service Batch & Events Batch & Events Ad Providers

ERP, CRM, etc. Social providers

CAR, Billing, etc. Mobile providers

Marketing Data Management

SAP HANA
 CUSTOMER
CENTRIC
ENGAGEMENT

OBJECTIVE SOLUTION

• Move from retail- to consumer-centricity • SAP Hybris Commerce

• Create central golden consumer profile • SAP Hybris Marketing
across multiple channels, incl. Foot ID • SAP CAR
• Flexible and extensible omni-channel
marketing platform
• Personalize merchandising online stores
• Engage directly with consumers

BENEFITS
• Simplified architecture, maintenance and user adoption
• Single platform to manage data and analytics capabilities
• Guiding sales with what activities to perform at each store
 PUTTING THE
CUSTOMER AT
THE CENTER

OBJECTIVE SOLUTION

• Create 360 golden customer profile • SAP Hybris Marketing

• Provide high-speed segmentation • SAP CRM powered by HANA
• Real-time data feeds for highest level of
accuracy
• Establish end-to-end marketing process

BENEFITS
• Engaging with consumers in a smart way
• Better customer experience
• Higher return on marketing investment (ROMI)
GET HANDS-ON EXPERIENCE

SAP HYBRIS MARKETING

FREE TRIAL
COMPONENTS INCLUDED:
• MARKETING DATA MANAGEMENT
• SEGMENTATION
• ACQUISITION (Campaign Management)
• PLANNING
• INSIGHT GO TO: bit.ly/trialsaphybrismarketing
THANK YOU
[@thomas_ruhl]