Market To An Audience of One - Real-time context makes individualized marketing truly personal
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Presented by Marcus Ruebsam, SVP, Solution Management at SAP Against the backdrop of the digital age and empowered customer, old marketing tactics no longer work. This presentation, given at the 2015 MarTech Conference in San Francisco, shows how customer data (both implicit and explicit) delivered in real-time is the key to delivering personalized customer engagement. The SAP hybris Marketing solution helps business to unify data across the organization for a single source of truth about the customer/prospect. It enables marketers to combine information about what the customer has done, what they will most likely do next, and what they are doing in the moment to deliver real-time individualization. The SAP hybris Marketing solution brief provides additional details about the solution which you can find on our website: http://www.hybris.com/marketing
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Market To An Audience of One - Real-time context makes individualized marketing truly personal
- 1. Marcus Ruebsam, SVP, Solution Management, SAP MARKET TO AN AUDIENCE OF ONE Real-time context makes individualized marketing truly personal
- 3. WHAT’S NOT BROKEN? SEARCH
- 5. DATA IS THE FUEL TO OPTIMIZE CUSTOMER EXPERIENCE AND BUSINESS RESULTS.
- 6. LEGACY APPLICATIONS, INTEGRATION, AND DATA SILOS MAKE THIS IMPOSSIBLE TODAY. CRM. WEB CMS. MOBILE. MARKETING. OMS. STORES. CONTACT CENTERS. ETC.
- 7. WE ATTACK THE CORE OF THIS PROBLEM
- 8. WE ARE INVESTING HEAVILY DELIVER OUR VISION. AND SOLVE THIS PROBLEM FOR MARKETERS.
- 10. 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
- 11. HYBRIS MARKETING – PRODUCT VIEW MARKETING DATA MANAGEMENT SERVICE SALES 3RD PARTY DATA ESPs COMMERCE DSPs DATA PROVIDERS MSPs AD PLATFORMS Batch & Events Batch & Events DATA INTEGRATION HUB ORCHESTRATEPLANINSIGHTS ACQUIRE CONVERT RETAIN
- 12. AVAILABLE NOW. CLOUD, OR ON PREMISE. DELIVERED THROUGH OUR ECOSYSTEM.
- 13. KEY Early Customers Samsung Increasing profit through improved customer experience Nespresso Next level consumer intimacy T-Mobile Un-carrier strategy, moving the customer to the center Luxottica Aligned data driven marketing NHL Personalized fan engagement Vancouver Canucks Personalized fan engagement
- 14. © 2015 SAP AG or an SAP affiliate company. All rights reserved. 15 THANK YOU BOOTH #113
Editor's Notes
- [Talk track] SO HOW DO YOU ENGAGE THE INDIVIDUAL? By deliverING real-time, contextual, consistent, and relevant experiences regardless of channel or device THROUGHOUT THE CUSTOMER JOURNEY. And so onto ‘systems of engagement’
- There is only one marketing channel today that is not broken. That is search. Marketers will pay $10 - $15 per click to bid on customers looking for specific product information.
- [Talk track] SO HOW DO YOU ENGAGE THE INDIVIDUAL? By deliverING real-time, contextual, consistent, and relevant experiences regardless of channel or device THROUGHOUT THE CUSTOMER JOURNEY. And so onto ‘systems of engagement’
- You need to have one source for all your underlying information: product, customer, inventory, pricing, order status. Companies need an integrated system of reference that sits above traditional transactional systems of record (i.e. ERP). You need to think of it as an infrstructure project –> that‘s where hybris and SAP can help to manage the data complexity
- Now I know that this is a complicated slide, but one of the things we’re doing to enable the closing of the gap is really attacking the problem of customer data. I’m sure all of you are living this already. You’ve got customer data all over the place. Maybe you have some CRM data, some transaction data, and some Web analytics data. You have data living with your e-mail service provider. You have a bunch of different marketing vendors that you’re working with that have customer data. The synthesis of that data is very difficult today. I don’t think anyone out there could really credibly claim that they’re doing this effectively. Part of the reason is because you don’t have solutions that support it. At SAP and hybris, solving this problem is a core investment theme for us. We’ve already got many of the assets required to deliver it. And the focus of the customer engagement commerce capabilities is in establishing customer data management – a single view of the customer. And I know that’s something we’ve talked about for so long. But the context for this problem has continued to be a moving target, and I think we’re now at the point where we can solve this. It’s both what I call explicit and implicit data. It’s the things that I tell you about as a customer based on the things that I explicitly do. I bought something. I registered for something. I subscribed for something. These are actions that I take that are overt. Of course, those are the kinds of things that we typically think about when we think about CRM, and that makes sense: We need to know those things. On the other side of this, there are all the things that we need to be listening for. We need to understand in order to intuit what you’re actually trying to get done, how we better serve you, and who you are as a person. That’s the implicit data – the things we need to be listening for. I know that there is a lot of talk in the media, industry, parliaments and legislatures about this issue of customer data in this context, which is why it has to be secure, why it has to comply with what the customer wants, such as the ability to opt-in and opt-out, the ability for us to use it in a constructive way to deliver a better customer experience. You, as the business, own that data. You’re not brokering it from 1,500 different service providers and you have no idea how they even procured that data. This is really critical for you in the next generation of a digitally-enabled, omnichannel customer engagement and commerce capability – having a clear, concise, well-managed set of customer data that really gives you the picture of who you are at any given point in time. We know this already: If you’re doing that well, if you’re helping me have a better experience if it’s contextual and you’re really listening to me, I, as the customer, am happy to participate. I’m going to have to trust you that you can respect who I am and utilize that data to deliver a better experience.
- hybris Marketing is fundamentally different, and will change the way that marketers engage with customers. In humans we use context intuitively – and we’ve built that into the hybris marketing platform as our key differentiator in the market. We take everything we know about the customer – what they’ve done, and more importantly what they are interested in right now, as well as predictions about what they may do – and use it to engage with the customer in a way that is personally relevant to each one. Individually.
- Easy to integrate data – Continuously updated cross channel customer profile The hybris Marketing platform pulls data together from multiple places, and comes with pre-packaged integrations for fast deployments, especially when delivered via the cloud. Pulling both real time and batch data together from SAP and other vendors applications, gives customers a comprehensive cross channel Marketing Data Management capability. With a continuously updated customer profile at its heart, covering both anonymous and identified customers. Acquire – Convert – Retain applications for marketers On top of this real time profile are a series of applications designed to make it easy for marketers to Acquire, Convert and Retain customers using Contextualization and 1-to-1 marketing. Over time these applications will become even richer. A CMO dashboard sits on top to give cross channel insights, together with planning capability which is fully integrated with the SAP back office. Open platform to the marketing ecosystem The Marketing Platform is open to the marketing ecosystem, in particular when it comes to executing campaigns
- Add ASICS, Move Samsung, nespresso, t-mobile, NHL at bottom