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SAP Hybris Marketing - Cosmin Costea

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Marketer accepts a 2% conversion rate as ‘good’, ignoring the effect on the 98% who do not convert. The customer is one of hundreds of thousands of targets, and is bombarded with irrelevant marketing. The Hybris Marketing suite enables real-time contextual marketing. Engage customers, delight them, and cultivate brand relationships by marketing to an audience of one.

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SAP Hybris Marketing - Cosmin Costea

  1. 1. hybris Marketing & Commerce The OmniChannel Customer Cosmin COSTEA SAP Business Consultant cosmin.costea@sap.com linkedin.com/in/cosmincostea January 15, 2015
  2. 2. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 2Partner What is a brand? What is branding? Peter Economides - Rebranding Greece https://www.youtube.com/watch?v=Chhn5oEmITs
  3. 3. brand-related conversions happen online every day. Source: Keller Fay Group 2.4 BILLION of the buying process is completed before a first interaction with sales. Source: Customer Executive Board 57% of customers are willing to pay more for a better customer experience Source: AMEX Global Barometer 86%
  4. 4. SALESCUSTOMER SERVICEMARKETINGCOMMERCE INDUSTRIES EXPERIENCE MANAGEMENT CUSTOMER DATA MANAGAMENT WEB PRINTSMS/ NOTIFICATION DIGITAL ADSSEARCH KW/ADS EMAILMOBILE MARKET- PLACE CONTACT CENTER IN STORE/ BRANCH SOCIALDIGITAL GOODS AGENT TOOLS IOT SAP HYBRIS CUSTOMER ENGAGEMENT & COMMERCE OMNI-CHANNEL CUSTOMER ENGAGEMENT SUITE Internal Business Applications WEB PRINTSMS/ NOTIFICATION DIGITAL ADSSEARCH KW/ADS EMAILMOBILE MARKET- PLACE CONTACT CENTER IN STORE/ BRANCH SOCIALDIGITAL GOODS AGENT TOOLS IOT
  5. 5. Simplified front office with SAP hybris Solution Owner: Please read explanation notes on slide notes pane below MARKETING SERVICE SALES DATA MANAGEMENT COMMERCE EXPERIENCE MANAGEMENT
  6. 6. © 2013 SAP AG. All rights reserved. 6 Hybris eCommerce Shopping • Product • Cart • Checkout Order Management • Negotiated contracts, prices • Buyer org. modeling, budgets, cost centers • Workflows and cart approvals Master Data Management • Data import and export • Product content management • Digital Catalog + Print Content Management • Web content management • Digital Asset management Retail &Distribution Requirements Typical Commerce Functionality Commerce Platform • Omni channel ready • Enterprise integration • Scalability & availability • IT independence • Multi language, site, currency
  7. 7. Hybris eCommerce Modules
  8. 8. Simplified front office with SAP hybris Solution Owner: Please read explanation notes on slide notes pane below MARKETING SERVICE SALES DATA MANAGEMENT COMMERCE PLATFORM, INFRASTRUCTURE, INTEGRATION EXPERIENCE MANAGEMENT
  9. 9. DISCOVER NEED RESEARCH RECEIVE OFFER TRACK ORDER BUY RECEIVE PACKAGE MISSING ITEM POST REVIEW SETUP PHONE BILLING ISSUE MAKE PAYMENT PHONE DAMAGE TERMINATE SERVICE JOIN GROUPS NETWORK ISSUE CHANGE ADDRESS RESTART SERVICE RECEIVE OFFER REFER FRIENDS WEB PRINT DIGITAL ADS WORD OF MOUTH SOCIAL RETAIL STORE WEB SHOP REVIEWS CONTACT CENTER WEB SHOP EMAIL SOCIAL RETAIL STORE WEB SHOP CONTACT CENTER CONTACT CENTER RETAIL STORE CONTACT CENTER CONTACT CENTERSOCIAL WORD OF MOUTH SOCIAL EMAIL YOUR CUSTOMER CHOOSES THEIR OWN ADVENTURE. SEARCH KW/ADS WEB SHOP WEB SHORT LIST TV BRANDED COMMUNITY SUPPORT PORTAL SUPPORT PORTAL
  10. 10. SHOP & BUY RESTART SERVICE SHOP & BUY SHOP & BUY RECEIVE PACKAGE MISSING ITEM SETUP PHONE BILLING ISSUE MAKE PAYMENT PHONE DAMAGE TERMINATE SERVICE NETWORK ISSUE CHANGE ADDRESS DISCOVER NEED REFER FRIENDS POST REVIEW JOIN GROUPS RESEARCH RECEIVE OFFER TRACK ORDER BUY RECEIVE PACKAGE MISSING ITEM POST REVIEW SETUP PHONE BILLING ISSUE MAKE PAYMENT PHONE DAMAGE TERMINATE SERVICE JOIN GROUPS NETWORK ISSUE CHANGE ADDRESS RESTART SERVICE RECEIVE OFFER REFER FRIENDS SHORT LIST AWARENESS DISCOVERY CONSIDERATION ACTION ACTION ADVOCACY ADVOCACY CONSIDERATION USE INTEREST USEYOUR CUSTOMER CHOOSES THEIR OWN ADVENTURE. WEB PRINT DIGITAL ADS WORD OF MOUTH SOCIAL RETAIL STORE WEB SHOP REVIEWS CONTACT CENTER WEB SHOP EMAIL SOCIAL RETAIL STORE WEB SHOP CONTACT CENTER CONTACT CENTER CONTACT CENTERSOCIAL WORD OF MOUTH SOCIAL EMAIL SEARCH KW/ADS WEB SHOP WEB TV BRANDED COMMUNITY SUPPORT PORTAL SUPPORT PORTAL RETAIL STORE CONTACT CENTER
  11. 11. SHOP & BUY RESTART SERVICE SHOP & BUY SHOP & BUY RECEIVE PACKAGE MISSING ITEM SETUP PHONE BILLING ISSUE MAKE PAYMENT PHONE DAMAGE TERMINATE SERVICE NETWORK ISSUE CHANGE ADDRESS REFER FRIENDS POST REVIEW JOIN GROUPS ONE CUSTOMER.
  12. 12. SHOP & BUY SHOP & BUYSHOP & BUY SETUP PHONE BILLING ISSUE SERVICE REFER FRIENDS MANY JOURNEYS.
  13. 13. SHOP & BUYSHOP & BUY INFINITE POSSIBILITIES.
  14. 14. 14© 2014 SAP AG or an SAP affiliate company. All rights reserved. I am socially networked. I am better informed. I am an individual, I am your customer. I am digitally connected.
  15. 15. Marketer accepts a 2% conversion rate as ‘good’, ignoring the effect on the 98% who do not convert. The customer is one of hundreds of thousands of targets, and is bombarded with irrelevant marketing. MARKETING IS BROKEN
  16. 16. THIS IS WHAT MARKETERS DO TODAY! Marketers bombard customers with irrelevant messages. Not targeted, not relevant. ADVERTISING EMAIL SOCIAL MOBILE WEB WEAPONS OF MASS DISTRACTION. Enough is enough.
  17. 17. CONTEXT MAKES THE DIFFERENCE.
  18. 18. LEGACY APPLICATIONS, INTEGRATION, AND DATA SILOS MAKE THIS IMPOSSIBLE TODAY. CRM. WEB CMS. MOBILE. MARKETING. OMS. STORES. CONTACT CENTERS. ETC. THE PROBLEM
  19. 19. WE ATTACK THE CORE OF THIS PROBLEM
  20. 20. NEGATIVE ONLINE EXPERIENCE @ Email from wife asking for opinion $205 Wife buys blender on her laptop. Visits website. Approves & abandons. Days later… Sports website Travel website News website @ Promotional Email from Kitchenaid %
  21. 21. WHAT THEY HAVE DONE WHAT THEY MAY DO WHAT THEY ARE DOING NOW REAL-TIME INDIVIDUALIZATION PRESENTATION OF RELEVANT CONTENT ACROSS TOUCHPOINTS [ SITES, APPS, ADS, EMAIL ] THE CUSTOMER We humans use context intuitively Now we’ve built that into the hybris marketing platform
  22. 22. THE DIGITAL MARKETING PROCESS Context, interests & predictions Personalized targeting & orchestration Merge, match and enrich Events & interactions from all channels Campaign execution in all channels Market data & events Sales & service data Financial data Big data industry Social media, web E-mail, sms, traditional Lead, opportunity Interaction center Personalized commerce Digital & social channel Capturing response Plan, measure & optimize
  23. 23. SAP HYBRIS MARKETING – PRODUCT VIEW 3rd Party Applications (for data & execution) SAP HYBRIS MARKETING 1st Party Applications Acquisition Convert Loyalty* Insights Segmentation Planning Recommendation Batch & Events Social providers Mobile providers Email Engines Ad Providers Commerce ERP Sales Service Marketing Data Management Batch & Events
  24. 24. 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 MARKETING DATA MANAGEMENT
  25. 25. PREDICTIVE MODELS Leverage more than 3,000 algorithms in real- time on operational marketing data Predictive Scoring Buying Propensity for industries such as insurance, banking and retail Various scores for Contacts  Activity Score  Sentiment Score  Profile Score  Lead Propensity ABC Classification Customer Lifetime Value (CLV) Optimize, train, publish and maintain models, run the models in real-time for precise targeting Leverage existing models from SPSS, SAS etc.
  26. 26.  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.  Aggregates data towards scores, KPIs, Sums on the fly  Optimize target groups leveraging predictive analytics  Highly flexible on data source, incl. unstructured data from social media, geospatial data, SAP and non-SAP data  Unlimited ways of personalizing messages for target group in any execution channel SEGMENTATION
  27. 27. Perfect Campaign Target List https://www.youtube.com/watch?v=le-jTMWCtz4
  28. 28.  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 RECOMMENDATION
  29. 29. ACQUISITION (CAMPAIGNS)  Plan, set up and execute OmniChannel, multi-wave campaigns (email, SMS etc.)  Manage communication templates  Create personalized, targeted content for execution  Automate Automate campaigns with triggers & actions (e.g. click link in mail -> send SMS)  Automate bulk campaigns  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
  30. 30. Build and Run Intelligent Marketing Campaigns https://www.youtube.com/watch?v=IuJQjtq6T7w
  31. 31.  Real time email remarketing to nurture potential prospects lifts ecommerce revenues by 2% - 10%  Real-time  scoring of browsing behaviour to derive insights for contextual 1:1 marketing  email remarketing to nurture potential prospects  email remarketing for shopping cart recovery  retargeted advertising to drive visitors back to the site  monitoring ensures campaigns are always in step with customers  Orchestrates a sequence of campaign steps to drive customers back to the site  Built in rules and A/B testing  Pre-packaged integrations real time with ESP’s, DSP’s and CRM systems for cross touchpoint execution  Significantly improves conversion rates CONVERT – REAL TIME 1:1 REMARKETING Advertising Email Call Center Mobile Push Social
  32. 32. ORCHESTRATION*  Intelligent orchestration of marketing campaigns based on channel, timing, contact and content to deliver relevant interactions inbound and outbound  Optimize contact, channel and content to reduce customer fatigue and to optimize budgets  Discover and take action to moderate the customer journey **Roadmap 2015
  33. 33.  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 Stories and Components Multiple Drill Downs Fullscreen Mode INSIGHTS - MARKETING PERFORMANCE MANAGEMENT
  34. 34.  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 INSIGHTS - CUSTOMER VALUE INTELLIGENCE
  35. 35.  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 MARKETING PLANNING
  36. 36. Control of your marketing budget https://www.youtube.com/watch?v=J3egjT3NwZk
  37. 37.  E-Shop product recommendation based on omni-channel customer profile and buying behavior  hybris Marketing customer profile, target groups & campaigns integrated to hybris E-Shop  Tracking shopping behavior and buying patterns to enrich customer journey  Segment and target across all channels, including commerce  Personalized shopping experience Product recommendation Track Customer Interactions Omni-Channel Profiles, Target groups & Campaigns Personalized Shopping Experience hybris Marketing & Commerce - Integration
  38. 38. Personalized Shopping Experience https://www.youtube.com/watch?v=Ulwwgi3xqcg
  39. 39. SAP HYBRIS MARKETING – PRODUCT VIEW SAP HYBRIS MARKETING Acquisition Convert Loyalty* Insights Segmentation Planning Recommendation Marketing Data Management
  40. 40. Simplified front office with SAP hybris Solution Owner: Please read explanation notes on slide notes pane below MARKETING SERVICE SALES DATA MANAGEMENT COMMERCE PLATFORM, INFRASTRUCTURE, INTEGRATION EXPERIENCE MANAGEMENT
  41. 41. Neo: What are you trying to tell me? That I can dodge bullets? Morpheus: What I’m trying to tell you is that you won’t have to.
  42. 42. How to open a service ticket? I don’t know! And I don’t care! https://www.youtube.com/watch?v=XzC8iCKxwZg
  43. 43. It’s magic! https://https://www.youtube.com/watch?v=0wIZWpwtZ64
  44. 44. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 44Partner LIVE DEMO
  45. 45. CUSTOMER SUCCESS STORIES HYBRIS MARKETING
  46. 46. Red Bull: Teaming up with SAP to put the Consumer at the Center Objectives  Move from retail- to consumer-centricity  Create central consumer data base by collecting the golden consumer profile across multiple channels  Systematically collect known and unknown consumer information and opt-ins from underlying social profiles  Personalize merchandising web stores based on hybris Commerce Technical implementation  SAP Hybris Marketing on HEC  hybris Commerce Benefits  Better personalization across different channels  Better targeting and marketing execution  Real-time Recommendations Company Red Bull Headquarters Fuschl, Austria Industry Consumer Products Products and Services Red Bull Drinks, Events, Sports Teams Sold Cans 5+ Billion Revenue 5+ Billion EUR Web Site http://www.redbull.com Smarter Targeting the right consumers Simpler Easy deployment via HANA Enterprise Cloud Faster From weeks to seconds AccurateReal-time data feeds
  47. 47. Samsung: “ Through strength Customer Experience, Increasing profit ” Company Samsung Headquarters Seoul, Korea Industry Electronics Products and Services Devices, Display, Print, Medical Customers 14 M in Korea Revenue €208 bn ww Web Site http://www.samsung.com Recognition Recognize the right customers at all of channels Insight Understand what customer wants Engage From Pushing to engaging Accurate Real-time data analytics Objectives  Build up Global CRM process based on single platform  Establish Global Standard Loyalty program  Reduce lead time of creating campaign plan and target group.  Integration with Predictive Analytics Technical implementation  CRM on HANA  Integration with hybris  SAP Hybris Marketing Segmentation  SAP Hybris Marketing Data Management Benefits  Really High performance customer segmentation  Marketing optimization leveraging predictive analytics  Real-time analytics on campaign performance  Simplifying CRM architecture through implementing CRM On HANA
  48. 48. Asics: Consumer Centric Engagement Objectives  Move from retail- to consumer-centricity  Create central golden consumer profile across multiple channels, including Foot ID  Flexible and extensible omni-channel marketing platform  Personalize merchandising web stores based on hybris Commerce  Engage directly with consumers Technical implementation  hybris Marketing  hybris Commerce Benefits  Better personalization across different channels  Better targeting and marketing execution  Real-time Recommendations Company Asics Headquarters Japan Industry Consumer Products Products and Services Shoes, Fashion, Fitness Revenue $2.7B USD Year over Year 27% Growth Web Site http://www.asics.com Smarter Targeting the right consumers Simpler Single marketing platform Faster From weeks to seconds AccurateReal-time data feedsa
  49. 49. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 49Partner Key Customers
  50. 50. THANK YOU Cosmin COSTEA SAP Business Consultant cosmin.costea@sap.com linkedin.com/in/cosmincostea January 15, 2015

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