SAP Retail brings you a special webinar with speakers from Facebook and RSR Research #SAPFB

1. Driving
Personalized
Engagement
With
Facebook
#SAPFB

2. #SAPFB
On24
Presenta1on
Slide
Deck
• Website
link
• White
Paper
• Interac1ve
Infographic
• Webinar

3. #SAPFB
Follow
The
Webcast
On
TwiCer
#SAPFB
@RTouchPoints
@SAP_Retail
@rsrresearch
@facebook

4. #SAPFB
About
Retail
TouchPoints
ü Launched in 2007
ü Over 30,000 subscribers
ü To provide executives with
relevant, insightful content
across a variety of digital
medium

5. #SAPFB
Panelists
Debbie
Hauss
Editor-­‐
In-­‐
Chief
Retail
TouchPoints
MODERATOR
Ravi
Adusumilli
Head
of
Enterprise
Partnerships
Facebook
Nikki
Baird
Managing
Partner
Retail
Systems
Research
Markus
Semar
Industry
Solu1on
Trading,
Retail
Division
SAP

6. Digital, Personal, Contextual:
The Retail Marketing Challenge
NIKKI BAIRD
MANAGING PARTNER
APRIL 2015

7. Contents
• Retailers recognize that digital is an important source of growth
• But they are horrible at taking advantage of the opportunities that
digital channels present them for engaging consumers
• The issue is two-fold:
• They don’t fully understand digital’s influence over the consumer journey
• They don’t have strong measures in place – because they don’t have the
right technology to support a digital strategy
7

8. Retailers’ Top 3 Growth Strategies For 2015:
8
#1: Digital presence
to augment our
stores
#2: More
physical stores
in existing
geographies
#3: Generate more
sales in existing
markets

9. Too Bad They’re No Good At Reaching
Customers:
1/3 Agree: My company knows who
our best shoppers are
<1/4 Agree: My company is
proficient at targeted marketing
9

10. The Challenges Are Unsurprising:
10

11. 11
Retailers believe
anywhere from 50-80%
of sales are influenced
by digital.
But survey respondents report that
only ~25% of overall marketing
results can be attributed to digital
marketing.

12. Retailer Priorities for Digital:
12
Turn customers
into advocates
Leverage new
sources of data
(social) to meet
customer needs
More effective
targeting based
on customer
insights
Drive in-store
traffic
More effective
targeting based on
customer behavior
Drive sales through
engagement

13. 13
35% of Retail Winners say they are not
spending enough digital marketing time
on engaging with customers or acquiring
new ones.

14. Lack Of Measures Is A Barrier
14
Top 3 Digital Challenges:
#1: Measuring the effectiveness of
different marketing tactics
#2: Knowing which tactics work best in
which channels
#3: Understanding how different
segments engage with us

15. Retail Winners Recognize
Technology’s Role
15

16. Summing It Up
• Retailers recognize that digital is an important
source of growth
• But they are horrible at taking advantage of the
opportunities that digital channels present them
for engaging consumers
• The issue is two-fold:
• They don’t fully understand digital’s influence over
the consumer journe
16
• Retailers recognize that digital is an important source of growth
• But they need to get more targeted in how they engage with consumers
• They need digital initiatives that:
• Help them understand how digital influences the customer path to purchase
• Help them identify the right measures to use when defining engagement
success

17. 17
Thank You!
Questions?
www.rsrresearch.com
Nikki Baird
nbaird@rsrresearch.com

18. April 2015 @ Webinar US | SAP hybris Marketing & Facebook
The Data Driven Customer
Experience
Markus Semar, Michael Rey
Ravi Adusumilli

19. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 19
LEGAL DISCLAIMER
The information in this presentation is confidential and proprietary to SAP and may not be disclosed without the permission of SAP. This presentation is
not subject to your license agreement or any other service or subscription agreement with SAP. SAP has no obligation to pursue any course of business
outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related
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may be changed by SAP at any time for any reason without notice. The information in this document is not a commitment, promise or legal obligation to
deliver any material, code or functionality. This document is provided without a warranty of any kind, either express or implied, including but not limited to,
the implied warranties of merchantability, fitness for a particular purpose, or non-infringement. This document is for informational purposes and may not
be incorporated into a contract. SAP assumes no responsibility for errors or omissions in this document, except if such damages were caused by SAP´s
willful misconduct or gross negligence.
All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers
are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in
making purchasing decisions.

20. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 20
Ravi Adusumilli, Head of Enterprise Partnerships, Facebook

21. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 21
Markus Semar, Solution Manager for Social Products @ SAP

22. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 22
Michael Rey, Product Manager hybris Marketing

23. SAP AND
FACEBOOK
Partnership

24. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 24
SAP HYBRIS MARKETING
Insights Agility Experience
Develop a deeper
understanding of your
customers and prospects,
understand the real-time
intend of each of them.
React quickly to
opportunities, align your
teams and resources and
understand marketing
performance.
Engage each customer in
an individual way, that
nudges them towards
conversation.

25. 25© 2015 SAP AG or an SAP affiliate company. All rights reserved.
Intelligence
through Predictive
Analytics
Personalized
targeting &
orchestration
Listen & exploreEvents & interactions
from all channels
Campaign execution
in all channels
Plan, measure & optimize
Market data & events
Sales & service data
Financial data
Big data industry
Social media, web Traditional channel
Lead, Opportunity
Interaction center
Personalized commerce
Digital & social channel
SAP hybris Marketing
The comprehensive digital marketing process
Capturing response

26. SAP AND
FACEBOOK
Use data to connect with
your customers and find
more people like them.
FIND LOVE
AND GROW
…

27. THE CHALLENGE OF FINDING
RIGHT AUDIENCE
Marketers have struggled to find the
perfect audience for their brands.
Prospect Response rates by channel:
Source: DMA http://www.dmnews.com/dma-direct-mail-response-rates-beat-digital/article/245780/
Phone
8.21%
Mail
1.28%
Email
0.03%
Display ad
0.04%

28. Today with the available
data and analytics, it is
possible to find the best
customers

29. KEY IS HAVING ENRICHED DATA
AND ANALYTICS
• Develop an enriched view
• Identify your best
customers.
• Narrow your best customers
with predictive analytics
• Find look a-likes to your
best customers
• Deliver personalized ads
that will drive conversions

30. • Identify your best customers
• Enhance with social data
• Leverage predictive analytics to further define
your ideal customer profile
• Further enhance the profile with additional
attributes from FB
• And find Look alikes
SAP X FACEBOOK:
FIND

31. • Create targeted ad campaigns
• Execute the campaign in Facebook
• Facebook executes the campaign to
look alike customers
• Customer clicks through the ad to
commerce site
SAP X FACEBOOK:
LOVE

32. • Optimize the budget spend
• Set limits on the budgets for each
ad campaign
• Monitor in real-time and make
adjustments as needed
• Maximize your reach
SAP X FACEBOOK:
GROW

33. SAP X FACEBOOK: PERSONALIZED 1.1 MARKETING AT SCALE
1.
2.
4.
5.
6.
3.
Create Custom
Audience including FB
Lookalikes audience
Build Target Segment
Harvest Data &
Merge interactionsImpact Analysis
Allocate budget and
schedule campaign for
advertising objective
CONSUMER
INTERACTIONS
Predictive Analytics

34. Business used to be personal

35. The world has changed

36. Before Now
Massive reach once meant mass
message
AudienceYour
ad
Achieve massive reach while delivering relevant
messages
Current
customers
Website
visitors
High LTV
customers
Latent
customers
Marketing has changed

37. Mobile is the primary screen and used
throughout the day
Source: Millward Brown AdReaction, March 2014, global data.
0
50
100
150
200
Smartphone
TV
Laptop
Tablet
Minutes spent per day
35%
30%
25%
20%
15%
10%
5%
0%
6am
–
9am
9am
–
12pm
12pm
–
3pm
3pm
–
6pm
6pm
–
9pm
9pm
–
12am
Screen use during the day
12am
–
6am

38. Mobile apps are taking center stage in the
shift to mobile: US
Source: “Apps Solidify Leadership Six Years into the Mobile Revolution” Flurry Blog. April 2014
Total minutes spent on mobile apps vs. mobile web
86%
of time on
mobile is
spent in apps
Mar ‘11 Jan ‘12
0
20
40
60
80
100
120
140
160
Apps
Mobile web
Minutesspentpermonth(billions)
Mar ‘14Mar ‘13Aug ‘12

39. Where they are
most engaged
Source: US Mobile Total Monthly Minutes, comScore, Dec 2014.

40. Facebook in Global
Every day Every month
64%
people daily people daily
on mobile
people monthly people monthly
on mobile
890M
745M
1.39B
1.19B
Source: Facebook Internal Data based on stated and inferred data, average for Dec 2014.
of monthly active users return daily

41. Mobile is disrupting EVERYTHING
of Facebook’s revenue
comes from mobile
69%
Source: Facebook Q4 2014 earnings data, December 2014

42. …this
1me
it’s
personal…

43. This shift has has allowed us to come full circle
Personalized
Scale
Use data to connect with
your customers and find
more people like them.

44. Data + targeting powers personalization at scale
Email
subscriber
In college
Direct mail
subscriber
Lives in San
Francisco
Visited your
mobile app
Has an
iPhone 5

45. Overview of Facebook Targeting
Core
Audiences
Lookalike
Audiences
Custom
Audiences
Sophisticated targeting with
unsurpassed accuracy
Reach the people you
already know
Find more people like your
best customers

46. Matched targets
CRM data
Your data
Direct or through third-party
Intent data
Facebook
People you know
on Facebook
Custom Audiences
How it works

47. Data is hashed for privacy
Advertiser’s Browser
Facebook Servers
Target Audience Upload Hashed Data
Hashed Data
Facebook Ad Account
Custom Audience
DELETED
All matched and unmatched
hashes are deleted after the
process completes1,234,567 Matches
Matched users are added to
Custom Audience

48. Lookalike Audiences
Find people who look like your customers and prospects
and people who look like them
Fans of
your Page
Website
visitors
Mobile app
users
People you
know

49. Use Custom Audiences across objectives
Cross-sell and upsell
Build brand
Drive intent
Acquire customers
Awareness
Consideration
Conversion
Loyalty

50. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 50
SAP HYBRIS MARKETING AND FACEBOOK:
1:1 MARKETING AT SCALE
Predictive Analytics
Scoring
Golden Segment
and Custom
Audience
Personalized
Offer /
Engagement
Campaign
Analytics
hybris Marketing
Enable customers to leverage data and features from hybris Marketing to address the right people with ads on
Facebook:
• Address existing customers on Facebook for cross- or upselling
• Reach out for new customers by addressing people similar to your existing customers
• Address people with Facebook ads based on arbitrary events like a contract expiring soon.
• Use hybris Marketing predictive capabilities to address people with the highest buying propensity with Facebook ads
Facebook Ads
Campaign Planning
Budgeting
Speedemo

51. KEY BENEFITS
1. Extend reach and accuracy to target consumers
by correlating information from transactional
systems with data from Facebook
2. Ability to make dynamic changes to Facebook
ad campaigns based on real time information
3. Provide predictive capabilities to better target
consumers
4. Better assess the cost and returns from a
campaign, post and pre-launch

52. Thank You
Markus Semar,
Solution Management
Social Media Offerings @ SAP
markus.semar@sap.com
Dr. Michael Rey,
Product Management
Digital Marketing
michael.rey@sap.com
Ravi Adusumilli
Enterprise Partnerships
ravia@fb.com

53. #SAPFB
Q&A
//
Panelists
Debbie
Hauss
Editor-­‐
In-­‐
Chief
Retail
TouchPoints
MODERATOR
Ravi
Adusumilli
Head
of
Enterprise
Partnerships
Facebook
Nikki
Baird
Managing
Partner
Retail
Systems
Research
Markus
Semar
Industry
Solu1on
Trading,
Retail
Division
SAP

54. Thank
You
For
Joining
Us!
View
this
presenta1on
on-­‐demand
at:
hAp://rtou.ch/sapFweb

55. Rethinking Retail. Reimagining The Customer Experience.
retailinnovaHonconference.com
June
16-­‐17
//
NYC
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