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SAP Big Data Forum 2013 TL Maxim van Schijndel - SAP

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  • 1. SAP Social Contact Intelligence Helping companies turn anonymous contacts into promoters Maxim van Schijndel, SAP Nederland October 10, 2013 Public
  • 2. Agenda 1 Introduction 2 SAP Social Contact Intelligence 3 Demo 4 Questions © 2
  • 3. Technology has raised consumer expectations… Immediate Insights Personalized Experiences Anytime & Anywhere Instant Gratification Social Connection
  • 4. 37% CMOs say the friend’s 53%Data holdstrustcapacityintostore 79% consumers spent at in 45% of consumers difficultiesleast lack 92% of customers abandon an 50% Big interpreting Data researching products online of shopping time purchase due to and a than recommendationsnegativemajor obstacle in analyze Big Big Data islessonline sentiment 50% Big Promises their marketing strategy trust ads ©© 2013 SAP AG. All rights reserved. Public 44
  • 5. From Anonymous Contact to Promoter Explore sentiments & insights • • Understand affinities regarding brand, service, products or campaigns • identify and target top influencers • Engage strategically & Discover relevant contacts & mentions Understand context of customer interactions effectively • Identify and target key “mentions” and their authors • Engage with social media users via targeted campaigns • Collaboratively determine the most appropriate action required in response Extend opportunity base Retrieve contact data from social media, web channels and company owned sources to extend and score your customer base • Build profiles and gain a fine understanding of contacts‘ sentiments and Interests • © • Share refined knowledge of contacts across devices 5
  • 6. Provide real-time customer intelligence Customer Value Intelligence Grow your most valuable customers © Audience Discovery & Targeting Optimize target groups for omni-channel campaigns Social Contact Intelligence Market to the right people 6
  • 7. SAP Social Contact Intelligence Market to the right people  Follow conversations and understand customer affinities Contextual sales, service, marketing on a 1:1 basis Lead from anonymous contact to customer buying Mobilize sales with iPhone app    © 7
  • 8. SAP Social Contact Intelligence Market to the right people Contact Engagement  All contacts at a glance  What stage of the buying cycle are they in?  What are the interested in? © Sentiment Engagement  Understand sentiment of customers  Connect to internal channels or social media  Create target groups Interaction Timeline  All interactions across any customer touch point  Timeline shows most recent interactions  Provides context of customer interactions on a 1:1 basis  Shows items of interest 8
  • 9. Demo © 9
  • 10. Trigger Marketing Activity Get Overall Overview Prepare for Campaign Marketing Professional Filter on topic Create Target Group © 10
  • 11. Understand Contact Sentiment Get Overall Sentiment Create Follow up Action Marketing Professional Filter Mentions Create Mention Group © 11
  • 12. Contact History Overal sentiments and interactions See company details Sales Professional See timeline See interaction © 12
  • 13. Segmentation on Contacts Create Segmentation Model Prepare for Campaign Marketing Professional Create Target Group © Segment on Attributes 13
  • 14. Questions? © 14
  • 15. Thank you Contact information: Maxim van Schijndel Sr. Solution Architect CRM maxim.van.schijndel@sap.com H http://nl.linkedin.com/in/schijndel/ @mxschijndel
  • 16. Appendix © 16
  • 17. SAP Social Contact Intelligence Insight to Action Target Groups CVI  Create mention groups  Swap from 1:1 contact to etc. strategic account view and vice versa ADT  Segment on social contact profiles incl. text analytics insights iPhone app  Mobilize your sales force and provide the latest info at a finger tip © 17
  • 18. Social Contact Intelligence - Overview Acquire & Collect Analyze & Understand Response & Engage Social Contact Intelligence Analysis Data Harvesting The Social Web AND Internal Sources Action HTML5 UI Flexible Filtering, Analysis and Selection Target Groups Trigger CRM Campaigns Start Collaboration Application Business Object Models Application Logic, Profile Scoring SAP HANA - Text Analysis (NLP) SAP CRM Multi-Channel Campaigns SAP JAM The Social Web SAP CRM SAP ERP • Data acquisition from public social media and internal sources • Automated text data processing (HANA NLP) • Matching with CRM / ERP contact data ©© 2013 SAP AG. All rights reserved. SAP HANA Models and Views Tables + • HTML5 prebuild analysis and next step actions • Creation of campaign and target groups in SAP CRM or email campaign tools 18