sap cloud forum 2017- sap hybris marketing İle bulutlarin ÜstÜnde baĞlamsal pazarlama
TRANSCRIPT
SAP HYBRIS MARKETING İLE BULUTLARIN ÜSTÜNDE BAĞLAMSAL PAZARLAMA
Emre Bayiksel
LINERIS
May 25, 2017
SAP CLOUD FORUM Digital Business
2© 2017 SAP SE or an SAP affiliate company. All rights reserved.
Company Profile
Industry Coverage
References
hybris Marketing Cloud
hybris Sales
hybris Service
Agenda
Company Profile
4© 2017 SAP SE or an SAP affiliate company. All rights reserved.
Company Profile
THE FIRST SAP CRM FOCUSED
solution company in Turkey
35 INTERNATIONALLYexperienced Consultants
HIGHEST NUMBER of SAP CRM and hybris reference projects
(more than 50 projects)
LOCAL AND INTERNATIONAL
Project portfolio
5© 2017 SAP SE or an SAP affiliate company. All rights reserved.
Company Profile
THE LARGESTSAP CEC Organization
in the region
LEADING THE TRANSITION from CRM to
Customer Engagement &
Commerce
Industry Coverage
7© 2017 SAP SE or an SAP affiliate company. All rights reserved.
Industry Coverage
FMCG
Retailers
Financial Services
Real Estate
Management
Textile
Construction
Industrial Machinery and Components (Heavy Equipment Dealership and Manufacturing)
Telecommunications
Utilities (Gas and Electricity
Distribution)
Private Online Shopping
Logistics
References
hybris Marketing Cloud
11© 2017 SAP SE or an SAP affiliate company. All rights reserved.
The Digital Marketing Process
Explore & gain insights
Events & interactions from
all channels
Campaignexecution inall channels
Market data &
events
Sales & service
data
Financial data
Big data industry
Social media, webE-mail, sms,
traditional
Lead, opportunity
Interaction center
Personalized
commerce
Digital & social
channel
Intelligencethrough Predictive
Analytics
Personalizedtargeting &
orchestration
Capturing response
Plan , measure , optimize
12© 2017 SAP SE or an SAP affiliate company. All rights reserved.
hybris Marketing Overview
3rd Party Applications
(for data & execution)
SAP HYBRIS MARKETING
Acquisition Convert Loyalty
Planning
Segmentation Recommendation
Insight
Batch & Events
Social providers
Mobile providers
Email Engines
Ad Providers
hybris Commerce
SAP ERP
SAP Sales
SAP Service
Marketing Data Management
Batch & Events
13© 2017 SAP SE or an SAP affiliate company. All rights reserved.
MARKETING DATA MANAGEMENT
Gain insight about known customers and unknown
people in real-time
Merge, match, and enrich profiles across all
channels
Identify interests and create a 360° view of people
in your ecosystem across all channels
Predict likelihood to buy, churn, show interest and
other behaviors in real time. In time to react.
Develop people from anonymous contacts to high-
value customers and brand advocates
14© 2017 SAP SE or an SAP affiliate company. All rights reserved.
SEGMENTATION
High performance customer segmentation on Big
Data in real-time
Great visualization & exploration tools to slice and
dice data on the fly
Waterfall UI with rich set of segment operations to
easily build complex segmentation trees with real-
time counting
Ad hoc analysis and segmentation at the same
time, self service by business users.
Optimize target groups leveraging predictive
analytics
Highly flexible on data source, incl. unstructured
data from social media, geospatial data, SAP and
non-SAP data
15© 2017 SAP SE or an SAP affiliate company. All rights reserved.
ACQUISITION
Plan and set up multi-channel, multi-wave
campaigns
Manage communication templates
Create personalized, targeted content for execution
Execute multi-channel, multi-wave campaigns
(email, SMS etc.)
Automate Automate campaigns with triggers &
actions (e.g. click link in mail -> send SMS)
Triggered execution through segmentation criteria
and marketing events like cart abandonment
Detailed analytics at individual engagement level –
contacts and communications
Aggregate across campaign to measure key KPIs
16© 2017 SAP SE or an SAP affiliate company. All rights reserved.
RECOMMENDATION
Provide context-relevant, smart recommendations
based on previous purchasing behavior in real-
time leveraging predictive analytics
Increase conversion rates and average sales order
size by cross-selling and up-selling
Self-Learning models
Wizard-based UI for business analyst
Deploy in any channel
Standard integration with hybris commerce
17© 2017 SAP SE or an SAP affiliate company. All rights reserved.
INSIGHTS – MARKETING PERFORMANCE MANAGEMENT
Define your own KPIs from multiple (internal &
external) data sources
Independent of traditional IT Reporting structures
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
Detailed view to visualize overall reporting results
18© 2017 SAP SE or an SAP affiliate company. All rights reserved.
MARKETING PLANNING
Top down planning and budget distribution
Bottom-up budget allocation
Budget planning and consumption for all levels
of the marketing organization
Joint embedded analysis for managers and
employees on all dimensions without need for BI
/ data warehouse
Integrated calendar view of marketing
campaigns and analysis
View campaign key figures based on Campaign
Categories, Priority, Programs, Responsibilities,
Status and Region
Optimized for Desktop and Tablet
Native Calendar support (e.g. MS Outlook,
Apple Calendar) using iCalendar (.ics) format
19© 2017 SAP SE or an SAP affiliate company. All rights reserved.
HYBRIS MARKETING B2B
SegmentationHigh performance account & contact targeting in real-time
Integrated Lead Management Nurture leads via different stages to a sales-
ready state and automatically handover to sales
Accounts & ContactsHolistic customer profiles incl. interactions
from multiple sources, like ERP & C4C
B2B Campaigns Multi channel & trigger-based marketing execution,
incl. Lead creation, Call Center lists, Emails and more
Marketing PlanningMarketing calendar, budget and spend planning
incl. integration to ERP
InsightsDeep real-time insights across accounts,
campaign success, lead stages and more
20© 2017 SAP SE or an SAP affiliate company. All rights reserved.
INSIGHTS – CUSTOMER VALUE INTELLIGENCE
Customer portfolio analysis using the current and
potential value of your customers
Balanced score card to detect strength and
weaknesses in a customer relationship
Whitespace analysis to derive additional revenue
potentials
Scoring of interactions on both consumers and
contacts of a buying center
KPI monitor to derive & detect trends and patterns
from time series analysis
Derive personalized engagements from those insights
hybris Sales
22© 2017 SAP SE or an SAP affiliate company. All rights reserved.
hybris Sales Overview
Opportunity Management & Insight• Easy Lead, Opportunity & Activity
Tracking
• Competitor Insight
• Guided Selling
Groupware Integration• Full-Featured with 2-way
Sync• Support for Microsoft
Outlook and Lotus Notes
Account Management & Intelligence• Fast Account & Contact Updates
• 360 Customer Intelligence
Integration• Pre-built integration to SAP ERP, SAP CRM,
SAP JAM, InsideView, Xactly and more
• Mashups with most other apps
Productivity & Personalization• Flags
• Tags
• Shelf
Collaboration & Social• Feeds, Followers and @mentions
• Internal, Customers, Partners
• Deal Sites
• Social Selling
• Quick Creates
• User-Defined Fields
• Workflow
Mobile
• Complete mobile apps, no extra cost
• Support for iPad, iPhone, Blackberry & Android
Real-Time Analytics• Dashboards & forecasting
• Configurable custom reports
• Account 360
• Mash-ups with SAP BW & Business Objects
23© 2017 SAP SE or an SAP affiliate company. All rights reserved.
hybris Sales: Enabling the Strategic Seller
• SALES PRODUCTIVITYEngage in meaningful customer conversations, and deliver the right impact every time from anywhere with complete customer intelligence
• SALES PERFORMANCE MANAGEMENTTurn sales strategy into action by guiding and coaching sellers to ways to increase revenue, and exceed goals and objectives
• SMARTER SELLING WITH PREDICTIVE ANALYTICSEnsure sellers are focusing on the right leads and engaging with the key influencers to maximize the chance of success
• COLLABORATIVE SELLINGMake every sales interaction count by connecting sellers and customers with the right content, insights, and experts at every stage of the deal.
hybris Service
25© 2017 SAP SE or an SAP affiliate company. All rights reserved.
hybris Service Customer Engagement
CLOSED LOOP
ENTERPRISE PROCESSESEnd-to-end integrated process
automation
OPEN
FRAMEWORKLeverage existing solutions,
partners, or build your own
UNIFY THE
CUSTOMER VIEWDevelop a holistic customer view
and enable complete context
Inventory Supply chainReturns Finance Billing
CUSTOMER SERVICE
INDUSTRIES
SAP HANA
OMNI-CHANNEL
SUPPORT
PREDICTIVE
SERVICE
FIELD SERVICE MANAGEMENT
SELF-SERVICE MOBILITY
SERVICE
ORDER
MANAGEMENT
RESOURCE
SCHEDULING
PREDICTIVE ANALYTICS
26© 2017 SAP SE or an SAP affiliate company. All rights reserved.
hybris Service Overview
Mobility
Manage service & work requests
on iPad – anytime, anywhere
Solution Finder
SAP Knowledge Central by MindTouch
Integrate with existing knowledge base
Context-sensitive recommendations
Easily share content with customers
Phone (CTI)
Chat
SMS
Web self-service portal
Branded communities
Social Media* (Twitter, FB)
Omni-Channel Service Collaboration Contextual social collaboration
with integrated feed
Integration Native integration with SAP
solutions
Open API
Analytics
Real-time service
performance with pre-built
dashboards
Embedded reports response
times, handle times, priority
and escalation trends
Productivity
E-mail Response Management
Routing and escalation rules
Workflow
Service Request Management
Field Service Execution
Deal desk execution
Personalization
Flags
Tags
Shelf
Quick Creates
User-Defined Fields
Favorites
27© 2017 SAP SE or an SAP affiliate company. All rights reserved.
Hybris Marketing – hybris Sales and Service Joint Scenario
All Interactions are gathered in hybris Marketing Data Management
Data is analyzed and provided in Customer Journey Insight to see which steps the customers follow in
their purchase Journey
The potential customers are detected in the Customer Journey Insight and converted to leads in order to
maximize purchase ratio of the Target Group
Leads are transferred to the hybris Sales, and assigned to the Sales Representatives
Leads are converted to opportunities, and is tracked phase by phase.
Every Sales Action is saved under the corresponding opportunity
Every Sales Phase corresponds to the real time Analytics such as the Pipeline Analysis
After the Sales Process is complete, hybris Marketing tracks every after-sales activity of the
customers, such as complaints, requests through every channel such as Web, Call Center and Social
Media.
The complaints are assigned to the corresponding Service Agents or Field Service Technicians
through Hybris Service
Requests are tracked phase by phase and every action of every ticket is saved under the corresponding
request