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October 2015
Tommy Nyholm
Solution Sales Executive CEC
SAP Customer Engagement and
Commerce - CXPA
SAP SPORTS & ENTERTAINMENT
At a Glance
Solutions
Sports One
Event Ticketing
Customer Checkout
Fan Engagement
New dedicated...
Sport Club Challenges
Increase
Conversion Rate
Identify / Target
Customers
Engage
Connected Fan Base
Offer Personalized
Di...
PERSONALIZED
FAN
ENGAGEMENT
AT A GLANCE
• Real time engagement
with 30M fans
• Consolidate dozens of
data sources, from
me...
© 2014 SAP SE All rights reserved. 5
Ultrahack – Part of Slush Hacks
© 2014 SAP SE All rights reserved. 6
WHAT TRAVEL MARKETERS DO TODAY
(WITHOUT CONTEXTUAL TARGETING)
MARY JANE SUE
Everyone in the
segment gets
the same
generic ...
REAL TIME INTENT SIGNALS
SHOW THAT:
HOW CONTEXTUAL MARKETING WORKS
LILY JANE SUE
Lily’s
interest is
in SKI
holiday
Jane’s
...
SAP and Thomas Cook Partnered to Develop a 360 Degree
View of Traveller to Increase One-on-One Engagement
 Single view of...
SOCIAL CONTACT INTELLIGENCE
EASILY CREATE TRAVELLER TARGET
GROUPS
LISTEN, ENGAGE, AND RESOLVE AT EVERY CHANNEL, TOUCH POINT
Digitization of Resources
Data is a new asset. The Network is th...
AT&T AND T-MOBILE SLUG IT OUT OVER
A CUSTOMER ON TWITTER
Asics Case Study
Asics Case Study
Asics Case Study
Asics Case Study
© 2013 SAP AG. All rights reserved. 18© 18
Introduction to Customer Engagement and Commerce
PREDICTIVE ANALYTICS
HANA PLAT...
WHAT THEY
HAVE DONE
WHAT THEY
MAY DO
WHAT THEY
ARE DOING NOW
REAL-TIME
INDIVIDUALIZATION
PRESENTATION OF
RELEVANT CONTENT
...
 High performance customer segmentation
on Big Data in real-time
 Great visualization & exploration tools to
slice and d...
 Customer portfolio analysis using the
current and potential value of your
customers
 Balanced score card to detect stre...
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08 digitaalisuus ja analytiikan hyödyntäminen liiketoiminnassa - tommy nyholm - sap finland

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Yhteistyö SAP:n kanssa mahdollistaa NHL:n keskittymisen tärkeimpään eli fanien kokeman elämyksellisyyden kehittämiseen. Digitaalisuudella on merkittävä rooli olemassa olevien kannattajien kokeman palvelun parantamisessa sekä uusien kannattajien houkuttelemisessa jääkiekon pariin. Faneille tehtyjä ratkaisuja voidaan myös hyödyntää kokonaisvaltaisen asiakaskokemuksen luomisessa.

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08 digitaalisuus ja analytiikan hyödyntäminen liiketoiminnassa - tommy nyholm - sap finland

  1. 1. October 2015 Tommy Nyholm Solution Sales Executive CEC SAP Customer Engagement and Commerce - CXPA
  2. 2. SAP SPORTS & ENTERTAINMENT At a Glance Solutions Sports One Event Ticketing Customer Checkout Fan Engagement New dedicated Sports solutionsFinancials + 216% YoY SAP Sports & Entertainment Total revenue growth Customers 540 SAP Sports & Entertainment Customers globally Analysis for 25m Fantasy Football fans Player stats for 240m fans 3k requests per sec 20.000 events per second Internet of Things “Match Insights” German Soccer Team Worldcup Brazil NHL stats for 300m/ Fan Engagement for 250m fans “Match Insights” Czech Ice Hockey Team World ChampionshipPerformance Fans #sports #fan #fun #experience #analytics #Liiga #mobile #location #statistics #social #SAPhcp #SAP @SAPFinland
  3. 3. Sport Club Challenges Increase Conversion Rate Identify / Target Customers Engage Connected Fan Base Offer Personalized Digital & Physical Products Accelerate Cross- & Up-selling Top Experience Go Global Rob
  4. 4. PERSONALIZED FAN ENGAGEMENT AT A GLANCE • Real time engagement with 30M fans • Consolidate dozens of data sources, from merchandise and tickets to paid subscriptions and fantasy hockey • Target fans based on their favorite teams, players, and sentiment OBJECTIVE • SAP hybris Marketing • SAP Predictive Analysis • SAP BusinessObjects TECHNICAL IMPLEMENTATION • Grow revenue and loyalty from merchandizing, GameCenter subscribers and tickets • Better personalization across different channels • Better targeting and marketing execution BENEFITS
  5. 5. © 2014 SAP SE All rights reserved. 5 Ultrahack – Part of Slush Hacks
  6. 6. © 2014 SAP SE All rights reserved. 6
  7. 7. WHAT TRAVEL MARKETERS DO TODAY (WITHOUT CONTEXTUAL TARGETING) MARY JANE SUE Everyone in the segment gets the same generic offer MARY JANE SUE
  8. 8. REAL TIME INTENT SIGNALS SHOW THAT: HOW CONTEXTUAL MARKETING WORKS LILY JANE SUE Lily’s interest is in SKI holiday Jane’s interest is in holiday and adventure Sue’s looking for a hotel for her holiday
  9. 9. SAP and Thomas Cook Partnered to Develop a 360 Degree View of Traveller to Increase One-on-One Engagement  Single view of traveler data by unifying data sources in Customer Engagement Intelligence platform, providing real-time segmentation, predictive, sentiment analysis and campaign management capabilities  Deliver a 360 degree “Digital Enabled” travel experience encompassing the entire customer journey: dreaming, planning, booking, pre- departure, experiencing and sharing (on-line, on a call to the call center, through social media or face-to-face, at the airport or in a resort) THE SOLUTION THE CHALLENGE To move from “one- off transactions” to “lifetime customer relationships”  Ability to create a single record for a customer that tracks all interactions and travels with the customer through every point of their journey from dreaming, planning, booking, and experiencing  A system that helps them know what customers are saying about them and their products in real time, so they can react appropriately in a timely manner  Ability to extract actionable insights from customer behaviors and preferences during their travel process VALUE DELIVERED
  10. 10. SOCIAL CONTACT INTELLIGENCE
  11. 11. EASILY CREATE TRAVELLER TARGET GROUPS
  12. 12. LISTEN, ENGAGE, AND RESOLVE AT EVERY CHANNEL, TOUCH POINT Digitization of Resources Data is a new asset. The Network is the new electricity. Digitization of Work Work is no longer a place, but an activity
  13. 13. AT&T AND T-MOBILE SLUG IT OUT OVER A CUSTOMER ON TWITTER
  14. 14. Asics Case Study
  15. 15. Asics Case Study
  16. 16. Asics Case Study
  17. 17. Asics Case Study
  18. 18. © 2013 SAP AG. All rights reserved. 18© 18 Introduction to Customer Engagement and Commerce PREDICTIVE ANALYTICS HANA PLATFORM INDUSTRIES SERVICE MARKETING COMMERCESALES WEB MOBILE MARKET PLACE DIGITAL GOODS POS INTERNET OF THINGS CONTENT CENTER MARKETING CHANNELSSOCIAL EMAIL CALL CENTER
  19. 19. 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 CUSTOM ER
  20. 20.  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  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
  21. 21.  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
  22. 22. Thank you

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