sap cloud forum 2017- sap hybris marketing İle bulutlarin ÜstÜnde baĞlamsal pazarlama

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


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


Company Profile

THE LARGESTSAP CEC Organization

in the region

LEADING THE TRANSITION from CRM to

Customer Engagement &

Commerce

Industry Coverage


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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

Email

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


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

sap cloud forum 2017- sap hybris marketing İle bulutlarin ÜstÜnde baĞlamsal pazarlama

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