The document discusses the importance of personalization in marketing, highlighting that true personalization should occur at an individual level rather than through segments. It emphasizes the need for centralized customer data and contextual insights to improve customer experiences across various channels. Several case studies are presented, showcasing the benefits of effective personalization strategies for different companies.

1. CUSTOMER
Bernard Chung, Head of Product Marketing, Marketing Cloud
SAP Customer Experience
September 6, 2018
Personalization through Contextual Marketing

2. 2CUSTOMER© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
About SAP Customer Experience
+2Kdevelopers
growth rate
190%
Top ratings in analyst
reports
13
>4,000customers

3. 3CUSTOMER© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
12%
Marketers are
satisfied with their
personalization
efforts
Source: 2018 Trends in Personalization Survey Report, evergage
55%
Marketers don’t
have sufficient
data and insights
for effective
personalization

4. 4CUSTOMER© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Customer data is spread across various silo systems
On average 11 interaction channels and 15 customer management systems
Wasted
marketing spend
Don’t know
performance
Don’t have visibility
to marketing plan
Marketing
out of sync
Broken
brand experiences
Customer data is
not shared
Don’t have the right
customer data
Irrelevant
marketing
Source: SAP-sponsored study by CMO Council
Social
Call center Email & Web
Point of sale Mobile
Commerce

5. 5CUSTOMER© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Personalization is not managed across interaction channels
Every interaction system is optimized within its channels but not across the entire journey
Last offer
response
E-mail
Social
“likes”
Social
Current
promotions
Store
Cross-sell
offer
Web store
Up-sell offer
Call center
App profile
preferences
Mobile apps
Marketing
priorities
Search Sales
Easiest product
to sell
?

6. 6CUSTOMER© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
True personalization is
at the individual level,
rather than at the
segment level

7. 7CUSTOMER© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
The problem with segment based personalization
2 OUT OF 3 TIMES PERSONALIZATION IS WRONG
Minor Majority
Segment Group

8. 8CUSTOMER© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Utilize real-time contexts to deliver the best customer experiences
Individual-based personalization requires contextual insights
The customer
What they have done
What they may do
What they are doing now
Explicit
Implicit
In-the-moment
individualization
Presentation of
relevant content across
all touch points
BUY

9. 9CUSTOMER© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Key Capabilities for Contextual Marketing
Get a single view of each first-
party customer profile, and gain
insight into your customer’s
motivations and intent
Use machine learning to
centrally manage and deliver
individualized experiences
across channels and
departments
Deliver personalization through contextual marketing
Build trusted, dynamic
customer profiles
Centrally manage
personalization
Proactively optimize
marketing process
Measure both online and offline
in one view, and understand
the incremental impact to
optimize the marketing strategy

10. Takeaways: Personalization Best Practices

11. 11CUSTOMER© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
ASICS | Building a dynamic customer profile
Benefits
Full view
of the consumer
across all touch
points
Personalized
customer
engagement
Increase
in click rates
§ Drive brand love to increase sales in the long term
§ Build a strong platform for the ASICS digitalization
initiative
Objective
§ Phased approach to include new processes and new
countries
§ Supported by consulting organization of SAP Digital
Business Services
The project
“Enable our consumers to better understand
and enjoy our products, resulting in increased
loyalty and advocacy and a boost in cross-sell
and up-sell.”
Thomas Wasser,
ASICS CRM Manager

12. 12CUSTOMER© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Palladium Hotel Group | Delivering customer conveniences
Benefits
Rich
customer behavior
information
22%
increase in e-mail
open rates
55%
faster campaign
delivery
§ Convert customers into loyal fans who will be
advocates
§ Deliver the most memorable customer experience and
service
§ Provide persona-based experiences and services
§ Increase brand awareness and recognition
Objective
Increase
in customer
engagements
“We can now invest our marketing
dollars into the right place and time for
the right people with the right message.”
Inaky Bau,
Director of Marketing, Palladium Hotel Group

13. 13CUSTOMER© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
San Jose Sharks | Proactive fan engagements
Benefits
Providing
an omnichannel
customer experience
across e-mail, Web site,
and Facebook
Responding
to customer interactions
in real time
Integrating
with the sales process for
high-touch engagements
§ Enable digital transformation of the end-to-end
marketing process
§ Create 360-degree “golden” customer profile across all
touch points
§ Provide high-speed segmentation
§ Connect with customers across multiple channels
Objective
Creating
an efficient marketing
process and increasing
ROMI
San Jose Sharks

14. Personalized marketing done right doesn’t
look like marketing…
BUY NOW
…it just feels like a great experience.

15. Thank you.
Contact information:
Bernard Chung
Head of Product Marketing, Marketing Cloud, SAP
bernard.chung@sap.com
650.320.3517