SAP Customer Success Story | Professional Services | MinacsMinacs Marketing Solutions: Achieving High-Performance, High-Ef...
SAP Customer Success Story | Professional Services | MinacsExecutive overview   Company                     Minacs Marketi...
SAP Customer Success Story | Professional Services | MinacsExecutive overview                     Offering clients global ...
SAP Customer Success Story | Professional Services | MinacsExecutive overview                     Delivering timely, measu...
SAP Customer Success Story | Professional Services | MinacsExecutive overview                     Making data available in...
SAP Customer Success Story | Professional Services | MinacsExecutive overview                     Maximizing business inte...
SAP Customer Success Story | Professional Services | MinacsExecutive overview                     Achieving speed and reli...
Minacs                      Executive overview                                                               Seeing extrao...
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Minacs Marketing Solutions: Achieving High- Performance, High-Efficiency Automotive Marketing with SAP® Sybase® IQ and SAP Data Services

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Real time data access and analysis is a top priority for over 55% of companies, as they struggle to make sense of huge data volumes and mine it for valuable business intelligence. 46% companies say enabling better access to realtime data is critical for new data management platforms, with an increased need for faster realtime data access & analytics. See what’s important to IT as data management assumes new importance!

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Minacs Marketing Solutions: Achieving High- Performance, High-Efficiency Automotive Marketing with SAP® Sybase® IQ and SAP Data Services

  1. 1. SAP Customer Success Story | Professional Services | MinacsMinacs Marketing Solutions: Achieving High-Performance, High-Efficiency AutomotiveMarketing with SAP® Sybase® IQ andSAP Data Services
  2. 2. SAP Customer Success Story | Professional Services | MinacsExecutive overview Company Minacs Marketing SolutionsCompany Industry Professional services – marketingVision Products and ServicesWhy SAP Marketing programs and campaigns that help OEMs and dealer ecosystems across the automotive industryImplementation Web Sites www.minacs.adityabirla.com/home.aspxSolution www.minacsmarketing.comBenefits SAP® Solutions SAP® Sybase® IQ server, SAP Data Services software, and SAP Sybase PowerDesigner® software Until recently, Minacs Marketing Solutions, one of the largest direct marketing agencies in North America, provided its customers with monthly reports on campaign performance. Customers, however, wanted more current information. To provide them with daily campaign updates, Minacs, with the help of SAP® Consulting and Sybase Professional Services, retooled its data management and reporting systems, employing data management, modeling, and analytics technology from SAP. 2
  3. 3. SAP Customer Success Story | Professional Services | MinacsExecutive overview Offering clients global reach withCompany personalized serviceVisionWhy SAP Minacs Marketing Solutions, the marketing services For the automotive industry, Minacs Marketing outsourcing business of Aditya Birla Minacs, is one Solutions develops and executes a variety ofImplementation of the largest direct marketing agencies in North marketing programs for some of North America’s America. Minacs Marketing Solutions offers its largest OEMs and their dealer networks. These clients global reach with personalized service and programs include multichannel direct mail, e-mail,Solution targeted products that deliver superior return on Web, mobile, and retail marketing. These focus on investment (ROI) for their marketing dollar by sales generation and lead management, loyaltyBenefits transforming the way they communicate with their programs, parts marketing, service reminders, customers and channels. and more to enable the OEMs and their dealers to increase customer share, market share, and Minacs services companies in a broad range of overall profitability. industries including automotive, healthcare, financial services, insurance, retail, high tech, and telecommunications. 3
  4. 4. SAP Customer Success Story | Professional Services | MinacsExecutive overview Delivering timely, measurable resultsCompanyVision One of the challenges Minacs faces in its relationships In the past, this process took about a month. That with its clients is demonstrating that its programs meant Minacs’ clients were always looking at pastWhy SAP are delivering meaningful, measurable results. results, which were not timely enough to enable To do that, Minacs must gather, process, and analyze them to review and optimize their efforts to achieveImplementation program- and campaign-related data from its clients the greatest possible results. and their dealers. It then provides timely reports to clients so they can review their return on marketingSolution investment, spot trends, and make adjustments to programs to increase their effectiveness.Benefits “Our clients want easily accessible reports that contain frequently refreshed data showing response rates to campaigns that support better business de- cisions based on current data — such as changing the parameters or other aspects of campaigns — while the campaigns are still in progress. This enables them to optimize the ROI on each campaign,” explains Arvind Sood, global chief technology officer at Minacs. 4
  5. 5. SAP Customer Success Story | Professional Services | MinacsExecutive overview Making data available in near real timeCompanyVision “Our clients came to us and asked us to collapse The objective going forward was to create a system the roughly month-long time lag for campaign that would deliver near-real-time data to the dealersWhy SAP performance information,” explains Sood. “They for one of the leading Japanese OEMs, as well as its wanted daily feedback that they could view on regional offices and headquarters-based managers dynamic dashboards. And they wanted that by 10:00 a.m. each day.Implementation capability quickly — within months.” To provide this capability, Minacs turned to data modeling,Solution management, and analytics technology from SAP, along with help from SAP Consulting and Sybase Professional Services.Benefits The solution Minacs had in place was an Oracle- based system that employed an Oracle database cluster to collect customer data feeds. Those feeds were processed and loaded into an Oracle data warehouse using Oracle SQL scripts. The loading process alone took three days, which was one of the main reasons Minacs was only providing its customers with monthly reports. 5
  6. 6. SAP Customer Success Story | Professional Services | MinacsExecutive overview Maximizing business intelligenceCompanyVision The solution to enable this substantial improvement in performance lay in the implementation of dataWhy SAP modeling, management, and analytics technology from SAP.Implementation Minacs retained its Oracle transactional database, which continued to receive daily data feeds fromSolution about 1,000 dealerships. With substantial help from SAP Consulting and Sybase ProfessionalBenefits Services, it then implemented SAP Data Services to provide the extract, transform, and load (ETL) functionality required to move the various campaign-specific data into SAP Sybase IQ, the analytics server designed specifically for advanced analytics, data warehousing, and business intelligence environments. SAP Sybase PowerDesigner software was used to develop the data models implemented in the SAP Sybase IQ deployment. 6
  7. 7. SAP Customer Success Story | Professional Services | MinacsExecutive overview Achieving speed and reliabilityCompanyVision “The revamping of our systems, incorporating SAP Data Services, SAP Sybase PowerDesigner,Why SAP and SAP Sybase IQ, and working very closely with an exceptionally talented and dedicated SAPImplementation Consulting and Sybase Professional Services team, has made an extraordinary improvement in our system’s performance and our ability to meetSolution customer expectations,” says Sood. “Where loading data into our previous Oracle database used to takeBenefits three days, it now takes just three hours. Data services were very easy to connect to Oracle, and the data modeling done with SAP Sybase PowerDesigner 3 hours provides great flexibility, allowing us to create and Loading time for data deliver newer reporting structures,” he adds. SAP that once took 3 days Sybase IQ is also set up with redundancy to help ensure 100% uptime. Minacs was able to meet its project objectives of providing the automotive client with daily marketing campaign data updates, doing it rapidly (the project took about four months), and achieving 24x7 reporting uptime. In addition, the new Minacs system is reusable and will be implemented by Minacs for its other automotive OEM clients. 7
  8. 8. Minacs Executive overview Seeing extraordinary Company performance Vision improvements Why SAP Dealerships, regional offices, and managers at head- quarters now receive daily marketing campaign Implementation updates, enabling them to make adjustments in the campaigns to achieve optimal results. Solution “This is a clear success story for us,” says Sood. “Our clients expressed their need to receive more Benefits immediate and actionable information to be more competitive, and we responded with a solution that has met their requirements and expectations. They are no longer in the position of having to rely on quarterly trailing data to make marketing campaign decisions. They now quickly and easily access daily updates to see how various marketing programs are performing and, if necessary, make midcourse corrections to optimize their marketing investments. “Thanks to SAP technology and the comprehensive consulting services,” Sood adds, “we’ve been able to increase the speed of our data loads and provide our clients with the timely information they need toCMP21805 (12/10) be successful.” Copyright/Trademark | Privacy | Impressum 8

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