Customer Data Management

SAP Customer Experience
CUSTOMER DATA MANAGEMENT

May 2022
INTERNAL
AGENDA
• Our View of Customer Data Management
• Turn Unknown Users into Known, Loyal

Customers with SAP CDC
• Building the Foundation for Future Needs with

SAP CDP
• Q&A
© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ 2

Overview of
CUSTOMER DATA MANAGEMENT

EXPECTATION CHANGES & THE CHALLENGES EXCEEDING THEM
EXPERIENCE IS THE ENTERPRISES BUT, IT’S

BATTLEGROUND NEED TO… NOT EASY
KNOW AND
GET DATA RIGHT
UNDERSTAND ME TOO MANY
DATA SILOS
BE READY WHEN UNDERSTAND

I’M READY YOUR CUSTOMER
INCONSISTENT DATA
COLLECTION PRACTICES
DELIVER ON ACTIVATE ACROSS
THE PROMISE ALL CHANNELS
INABILITY TO MANAGE
MY TERMS, BUILD TRUST, SATISFY
DATA VOLUME
I’M IN CONTROL PRIVACY REGULATIONS
customers value of customers feel they of organisations fail to
86% experience over

products 80% have little or no control
of their data. 77% connect insight in real-
time across channels
© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 4

WHERE DO YOU START
Customer Data Maturity Model
Differentiated
Intelligence &
Insight
Data Unification
Unified
omnichannel
personalization
Data Privacy &
Consent
Management
Customer Identity Customer Data Maturity

& Access
Fragmented
experiences

SAP CUSTOMER DATA MANAGEMENT
PORTFOLIO
B2C B2B
CUSTOMER DATA PRIVACY & DIFFERENTIATED

IDENTITY & ACCESS DATA
CONSENT INTELLIGENCE &
UNIFICATION
MANAGEMENT INSIGHT
Solutions: SAP CIAM SAP ECPM

Customer Identity & Access Mngt Enterprise Consent & Preference Mngt
SAP CUSTOMER DATA PLATFORM

SAP CUSTOMER DATA CLOUD

CUSTOMER DATA MANAGEMENT FOR INTELLIGENCE ENTERPISE
BUSINESS PROCESS
SAP CX
EXPERIENCE MANAGEMENT
COMMERCE MARKETING SALES SERVICE

CUSTOMER CONSENT
CUSTOMER IDENTITY
NETWORK & SPEND MGMT

APPLICATION
HUMAN EXPERIENCE MGMT
SUPPLY CHAIN MGMT

CUSTOMER DATA PLATFORM
ERP & FINANCE
TECHNOLOGY
BUSINESS TECHNOLOGY PLATFORM
DATABASE & DATA MANAGEMENT ANALYTICS APPLICATION DEVELOPMENT & INTEGRATION INTELLIGENT TECHNOLOGIES

Turn Unknown Users into Known, Loyal Customers
with Identity & Consent Management

The relationships starts with understanding
WHO HOW
IS THE DO THEY WANT
CUSTOMER TO ENGAGE
CUSTOMER IDENTITY ENTERPRISE CONSENT &

& ACCESS MANAGEMENT PREFERENCE MANAGEMENT
© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ Public 9

Turn unknown users into known, loyal customers
Engaging on their terms Customer onboarding

Connect downstream applications Register and login the customer
with trusted, first party data for across the digital ecosystem.
customer engagement. ▪ Registration as a Service.
▪ Pre-built Connectors ▪ Login, registration, verification, password
▪ ETL (IDX) for batch integrations reset, profile updates.
▪ Social Login and BYOID/Federated Login
WHO
▪ Webhooks for real time events
▪ RESTful API’s for extensibility ▪ Passwordless and biometric
▪ Global Access
IS THE
CUSTOMER
Understanding the customer Secure engagements

CIAM
Store the progressive profile which Secure the engagement passively to
grows with the customer improve experience.
engagement. ▪ Risk based authentication (Email, SMS,
▪ Customer managed profile PUSH)
▪ Dynamic Schema ▪ reCAPTCHA and platform protection
▪ Progressive and conditional profiling ▪ Authorization
▪ Data field permissions

Build trusted relationships with transparency & control
Self-service preference center Preference and consent capture

Enable users to control preferences Present policies like terms, privacy,
and consent using new preference and communications consent
management capabilities ▪ Terms of Service (ToS)
▪ View profile, preferences & consent ▪ Privacy Policies
▪ Add and modify profile, preferences and ▪ Consent for marketing, communication
preferences and custom activities
HOW
consent information
▪ Withdraw consent
▪ Download user data
DO THEY WANT
TO ENGAGE
Accurate and governed records Version control

Orchestrate consent using the ECPM Maintain accurate consent for 7 years
extensible integration platform in the consent vault
▪ Synchronize preferences, consent and profile ▪ Trigger consent renewals
data to downstream marketing, sales, and ▪ Record consent at renewal
services applications ▪ Track consent history
▪ Audit consent

Can your business relate to this?
Customer & Partner

Facing Apps
Website A Website B Applications C IoT Other
Business
ERP EDW CRM / Sales Service Marketing XM Analytics Other
Applications

Centralize identity and preferences to simplifies data connections
and data orchestration
Customer & Partner

Facing Apps
Website A Website B Application C IoT Other
CIAM / ECPM
Platform SAP Customer Data Cloud
CIAM & ECPM
Identity | Consent | Profile
Business
ERP EDW CRM / Sales Service Marketing XM Analytics Other
Applications

SAP Customer Data Cloud – Technology Overview
Application / Entry-Point
CONNECT Registration-as-a- Username / Email

|
Social Login
|
Biometrics
|
SSO + Federation
|
CUSTOM e.g.
Service (RaaS) / Mobile No. / Push (+30 Providers) (TouchID, FaceID) BYOI + { JWT } Device Reg, etc.
Authentication, Security,
SSO, and SDKs Web SDK Server SDKs Mobile SDKs Federation SDKs
Implementation Client-side: Screen Sets • SSO
Java • .NET • PHP • Python iOS • Android •Cordova • Xamarin SAML (IdP/SP) - OIDC (OP/RP)
• Session Management
REST API Security: RBA - Captcha, MFA, Lockout, etc.

COLLECT
1st Party Identity Data - Database Identity Storage & Data-Store
Flexible, Scalable (NOSQL) Profile (Lite, Full) | Identities | Preferences | Consent | Other DATA…
and Compliant
REST API
SCOPED DATA ACCESS
CONVERT
Identity Exchange (IDX) IdentitySync (ETL) Web Hooks REST API
Pre-Built Integrations Batch Near Real-Time Real-Time
Integrate easily with
your enterprise
SAP CX Other …
Data exchange services with recommendation and personalization engines, web analytics, DMPs, etc.
© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ INTERNAL 14

Customer Data Cloud
Our 10 largest identity customers
Scale & Flexibility.

Identity Accounts Consent Records DC
84,517,331 116,132,772 EU
2.9B 350M 81,709,967 298,402,422 EU,US
Identities Logins per month 78,546,012 128,725,432 EU
53,439,843 175,185,579 US
46,704,215 27,428,527 EU
41,384,763 3,902,646 EU, US, AU
>22B >6B 32,904,524 88,776,700 EU, US
API calls per month Consent transactions 32,157,058 59,040,835 EU, US
32,030,946 277,076,226 EU
31,836,024 3,389 US

Turn Anonymous to Know with Trust - CDC
• Lite Registration
• Request Test Drive &
Registration
• Progressive Profiling
• Self Service Preference
Center
• Admin Console

Building the Foundation for Future Needs
with Customer Data Platform

What is needed to meet customer demand?
CDC CDC
IDENTITY CONSENT Service
HYPER PERSONALIZATION
1st PARTY DATA Broader reach and effectiveness
ASSET
Commerce
Marketing
2nd PARTY DATA

STRATEGIC
Context TRUSTED RELATIONSHIPS
Reduce cost and risk
Sales
3rd PARTY DATA
ENRICH
Unified Customer XM
ANONYMOUS Profile
OMNI-CHANNEL RELEVANCE
KNOWN Retain customers, increase
wallet size
ACTIVITIES & EVENTS

Loyalty

Introducing the SAP Customer Data Platform
WHO
WHAT
WHY
Connect the silos of customer data into a unified

CONNECT customer profile.
Truly understand who, when and where, to engage

UNDERSTAND the customer in a personalized conversation.
Protect customer data from misuse by understanding

RESPECT every purpose and use of the customers data.
ENGAGEMENT & Engage with the customer when and where they
PERSONALIZATION decide, using any platform.
The Conversation Continuum

HOW DOES IT WORK?
DATA INGESTION IDENTITY RESOLUTION INSIGHT ENGAGEMENT
Consent and Purpose
Connectors and an API allow Events are brought together into Real-time segmentation and Connectors allow the audience
real-time collection of key events both a Contextual and Unified advanced analytics* allow and journey information
such as Purchases, Loyalty Customer Profile, providing both insights to be gained, allowing to be sent downstream
Actions, Warranty Registration deterministic and probabilistic dynamic journeys to be realized to provide compelling
across touchpoints and systems views to be established customer experiences
WHAT CAN IT DO? – CPG & RETAIL EXAMPLE
Signs up for offers and Purchases the new Calls the call centre Delivery of Products is Customer is called to Customer is sent a post
sees Products she Products in store and to enquire about late apologise and offered a purchase survey and included
likes in an offer email opts for e-receipt delivery coupon promotion in segmentation for offer
Standard Order
Late Delivery Post ‘Late
Status Enquiry Delivery’
Offers Signup Courtesy Call
with consent
Contextual
Profile Coupon Offer
Feedback
Survey
Store Purchase
– e-receipt
Unified Customer Healthcare

Profile Upsell

Example Use Case – Connect offline to online, anonymous to known
Outcome:
CDP Profile
• Email – Jane.smith@gmail.com
• Cookie ID – y98y7fy7yds87fyifsuhf
• Identity ID – 3798732779821
• Loyalty ID - 687687
• Purchase: Arabica, Shampoo, SKU:
309093, Flavour – Fruitty
• Store / Shop: Bangkok Metro,
Thonburi
• Consent:
• Marketing – Email – Offers
• Terms of service V1.2
• Privacy Policy V2.4
Opportunity with CDP: Challenges without CDP: • Page Views
• Connect purchasing data from various channels with the • Disconnected in-person vs. digital integrations. • Google: Item 97098798, Gold +
account creation • Slow processing of connected integrations Can
• Personalize the offer in Marketing and Commerce platform • Single identifiers cause duplicates of the same use r • M-100: SKU 13231223, A Pack
based on offline purchase of Dozen
• Grow the real-time profile to orchestrate with downstream
systems rather than creating silos.
• Connect the anonymous data to the registration onboarding

CONNECT – Connect the silos of customer data into a unified customer profile
Preferences
Low Code/
Consent
Who is the No Code
Connectors
Data
customer –
1st Party Data CRM Data Privacy
Identities
Model
Transactions Ingestion
• Real-time
• Batch
What Events
• Stream
Validate
happened
and why Signals
Unified Customer
Profile
Resolve
Activity
2nd Party
Data
Enrich
Enriched 3rd Party
Attrib
Data
Device/
ID Graph
CONNECT – Data Ingestion Mechanisms
SAP CUSTOMER DATA CLOUD
1st Party Digital Profile - CIAM
Consent & Preferences - ECPM

Low/No Code Connectors
CONNECTORS | STREAM | API | BATCH

CRM (1st Party Data)
Strategic 2nd Party Data
Enriched 3rd Party Data
Commerce (Orders, Views…)

Batch Ingestion
Native App (Activities, Events…)
Service Engagements (Tickets…)
Marketing (Email, Push, SMS…)

Ingestion API
Experience (Feedback, Ratings…)
Social (Facebook, Twitter, Insta…)
More…

CONNECT – Events and Identity Resolution
Mapping Event data to the Customer Schema
Configurable Identity Resolution Rules

UNDERSTAND – How best to engage customers where and when they need
Audience
Management
Dynamic
Segmentation
REAL-TIME
BUILDING BLOCKS
TOTAL SPEND
TOTAL VISITS
Activity
Analytics
Indicators
INSIGHT & KPI’S
Unified Customer Machine

Profile Learning Unified Customer
Insight Profile
Data Science

UNDERSTAND – Activity Indicators and Segments
Activity Indicators are calculated in real time
Segments classify customers, in real time, based on any

combination of attributes and Activity Indicators
CUSTOMER 360 – Rich context for beyond marketing use cases
Sales
Personalization Service
Marketing Profile Page
Contextual
Unified Customer
Customer
3rd Party Profile
Profile In Person
The same Customer,

UNIFIED different Views
CUSTOMER CONTEXTUAL
PROFILE PROFILE
CUSTOMER 360 – Holistic view of the customer
Summary of all Customer Activities
Detailed view of Attributes, Indicators, Segments and Subscriptions

RESPECT – Trusted customer relationships protecting from business risk
DATA, CONSENT, PURPOSE

Marketing
DMP
DATA, CONSENT, PURPOSE

Personalization
Unified Customer
Profile
Location Push
• Right to be forgotten
• Data Rectification DATA, CONSENT, PURPOSE
• Data Purpose & Use Feedback
Data Privacy &

Governance

RESPECT – Staying Compliant
Define Processing Purpose categories
© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ Classify which Events/Activations related to each purpose 49
ENGAGE – Connect the varied ecosystem to deliver exceptional experience
Engagement
VIP’s SALESFORCE
Promotions
AUDIENCE ACTIVATION Recommendations

First Time
Purchase
Loyalty Personalization
Members
CAMPAIGN
More…
Unified Customer
Profile
PUSH
PERSONALIZED JOURNEYS EMAIL
Any Application Engagement SMS
PROVISION
Any Touchpoint
LOYALTY

ENAGAGE – Audiences and Real Time Journeys
Define an Audience and activate to any engagement system
Design real time Journeys based on activity and segments

triggers
ENTERPRISE SCALE – Leveraging Years of Enterprise SaaS Experience
Multiple Workspaces & Low Code No Code Extensibility At Every Step

Business Units Configuration
Ingestion
DEV PROD Extend
Extend
BU1 BU2 BU1 BU2
Extend
Tenant • Connector Hub Extend

• LCNC Configuration
• Activity, Segment and Audience Management

The Customer Data Platform from SAP
Customer Insight Foundation ready for

when the customer chooses to engage.
Customer Profiles built the right way and on the

customers terms.
Hyper Personalized, omni-channel experiences

for the enterprise.
Connecting SAP and non-SAP platforms in

real-time.

questions & ANSWERS

Customer Data Management

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SAP Customer Experience

CUSTOMER DATA MANAGEMENT

• Our View of Customer Data Management

• Turn Unknown Users into Known, Loyal

• Building the Foundation for Future Needs with

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ 2

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ 3

EXPERIENCE IS THE ENTERPRISES BUT, IT’S

BE READY WHEN UNDERSTAND

customers value of customers feel they of organisations fail to

86% experience over

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 4

Customer Identity Customer Data Maturity

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 5

CUSTOMER DATA PRIVACY & DIFFERENTIATED

Solutions: SAP CIAM SAP ECPM

SAP CUSTOMER DATA PLATFORM

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ 6

COMMERCE MARKETING SALES SERVICE

NETWORK & SPEND MGMT

HUMAN EXPERIENCE MGMT

SUPPLY CHAIN MGMT

BUSINESS TECHNOLOGY PLATFORM

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ 7

with Identity & Consent Management

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ 8

CUSTOMER IDENTITY ENTERPRISE CONSENT &

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ Public 9

Engaging on their terms Customer onboarding

Understanding the customer Secure engagements

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ Public 10

Self-service preference center Preference and consent capture

Accurate and governed records Version control

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ Public 11

Customer & Partner

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ 12

Customer & Partner

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ 13

CONNECT Registration-as-a- Username / Email

REST API Security: RBA - Captcha, MFA, Lockout, etc.

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ INTERNAL 14

Scale & Flexibility.

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ INTERNAL 15

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ INTERNAL 16

with Customer Data Platform

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ 35

2nd PARTY DATA

ACTIVITIES & EVENTS

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ 36

Connect the silos of customer data into a unified

Truly understand who, when and where, to engage

Protect customer data from misuse by understanding

The Conversation Continuum

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ 37

DATA INGESTION IDENTITY RESOLUTION INSIGHT ENGAGEMENT

Consent and Purpose

Unified Customer Healthcare

© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 39

© 2022 SAP SE or an SAP affiliate company. All rights reserved. ǀ 40

SAP CUSTOMER DATA CLOUD

1st Party Digital Profile - CIAM

Consent & Preferences - ECPM

CONNECTORS | STREAM | API | BATCH