The document discusses the application of big data in enhancing customer engagement and optimizing retail operations, focusing on a webinar featuring experts from hybris software and capgemini. It highlights how using SAP HANA technology can accelerate data analysis and improve customer insights across various channels, ultimately driving revenue growth. The content emphasizes the importance of integrating structured and unstructured data to create personalized customer experiences and better marketing strategies.

1. Big Data, Big Thinking:
Delight your customers
How can you delight your customers using insight from Big Data?
In this webinar, Bastian Finkel, Director of Strategy and Corporate Development at hybris
software and Manuel Sevilla, VP and CTO Global BIM, Capgemini, looked at how Big Data
applications, powered by SAP HANA, can fuel real-time retail.
SAP Big Data, Big Thinking webinar series

2. Big Data in 2014 –
what’s changed?
Variety now means all
data – structured and
unstructured – not just
that generated within
your business but also by
customers and partners,
plus bought-in data and
the Internet of Things.
In memory technology enables agile business by
vastly accelerating the analysis of massive amounts
of customer data: applications typically run anywhere
from 100x to 1000x faster on SAP HANA.
A business intelligence
report that took 2 minutes
now runs in 1 second.
to x
A job that took 48 hours to
process can be completed
in 3 minutes.
Hadoop is low cost, rapidly evolving, sustainable and growing in popularity,
as more and more vendors are linking their solutions with Hadoop.
But can Hadoop alone solve your needs on massive amounts of data
generated by your customers?
SAP Big Data, Big Thinking webinar series
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3. Use case: fashion retail
SAP Big Data, Big Thinking webinar series
A premium fashion retailer with a focus on digitization has
had to adapt from 2 seasons a year to 13 to meet rising
customer expectations – with a huge logistical impact.
The retailer has
simplified its
infrastructure
on SAP HANA,
hosted in SAP’s
HANA Enterprise
Cloud.
This makes it quicker to
analyze structured and
unstructured data to
develop ‘propensity to
buy’ models and gain first
mover advantage, with
a positive impact on the
bottom line.
What’s more, the retailer is
using Big Data to develop
new ways of engaging with
customers to increase...
...while reducing its
infrastructure costs.
loyalty wallet share revenue
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4. SAP’s approach to
customer engagement
SAP Big Data, Big Thinking webinar series
Our mission: To provide the world’s
leading omni-channel commerce
and customer engagement solution.
– Every touch point.
– Every channel.
– Global.
– Flexible.
Delivering a total customer
experience is about engaging
non-linearly across touch points
in a relevant, contextual way.
That means transforming
isolated business processes
and customer interactions by
getting data out of silos and
unifying it in SAP HANA.
Customer engagement involves a
continuous cycle of listening to
both explicit data and contextual
signals, such as “likes”, to be able
to provide the right offer in the
right place at the right time.
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5. Data is in different sources – on-premise
and in the cloud, SAP and non-SAP.
Marketers can’t write SQL, so the user interface
of any solution needs to be simple and engaging
Data has different characteristics –
structured and unstructured, current
and historic
Lack of insight needs to be addressed with the
right tools: visualization, exploration, predictive
analytics and simulations
Challenges to
customer intimacy
SAP Big Data, Big Thinking webinar series
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2 4
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6. Marketing Optimization
to act with speed and accuracy
and optimize the marketing
mix across all channels.
Customer Engagement
Management
to connect with target audiences
throughout the customer journey
to create relevant experiences on
a massive scale.
Big Data insights
to centrally source data across all
channels to unify the customer
view and drive insights to actions
at all levels.
Three pillars of an enterprise
marketing platform to create
customer intimacy
SAP Big Data, Big Thinking webinar series
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7. • Customer value intelligence – grow your most valuable customers by segmenting
and prioritizing customers based on their current and potential value
• Audience discovery and targeting – market to the right people by optimizing
target groups for omni-channel campaigns with predictive analytics, visualization
and exploration tools
• Social contact intelligence – follow conversations in real-time, understand
affinities, track and score interactions and follow leads from anonymous contacts
to buying customers
A high-performance
application, purpose-built
for SAP HANA, to support
strategic, tactical and
one-to-one experience
marketing with live insight.
SAP Customer
Engagement Intelligence
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8. Capgemini Extreme Applications for Retail powered by SAP HANA allow
retailers to track and manage more data than ever in a shorter window,
and act when it matters most.
Pre-built and ready-to-use
retail apps
Market Basket Analysis provides
relevant real-time recommendations
for cross-sell, upsell and bundling
Next Best Action enables more
intelligent interactions with
customers
Markdown Management
helps to optimize sales and
promotions strategies
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9. Customer engagement based on Big Data can help you sell more and spend less:
Better understand
customer behaviour
by visualizing data assets
Champion the delivery
of a personalized consumer
experience across channels
Improve ROI of
campaigns by targeting
the right audience
Provide real-time reporting
on campaign results for guided
and consistent execution
Translating data
into dollars
Join us
Participate in this webinar
series to understand how you
can get started with Big Data.
Join our expert speakers
as they share their insights
and guide you through
real-world Big Data examples.
For detailed information
about the Big Data,
Big Thinking webinars
and to register, go to
bit.ly/BigDataBigThinking
Best in class companies show 31% year-on-year revenue growth,
compared with 5% for average companies and -10% for laggards.
Aberdeen Group, Big Data for Marketing: Targeting Success, 2014
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