Marketer accepts a 2% conversion rate as ‘good’, ignoring the effect on the 98% who do not convert. The customer is one of hundreds of thousands of targets, and is bombarded with irrelevant marketing. The Hybris Marketing suite enables real-time contextual marketing. Engage customers, delight them, and cultivate brand relationships by marketing to an audience of one.

1. hybris Marketing & Commerce
The OmniChannel Customer
Cosmin COSTEA
SAP Business Consultant
cosmin.costea@sap.com
linkedin.com/in/cosmincostea
January 15, 2015

2. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 2Partner
What is a brand? What is branding?
Peter Economides - Rebranding Greece
https://www.youtube.com/watch?v=Chhn5oEmITs

3. brand-related conversions
happen online every day.
Source: Keller Fay Group
2.4 BILLION
of the buying process is
completed before a first
interaction with sales.
Source: Customer Executive Board
57%
of customers are willing to
pay more for a better
customer experience
Source: AMEX Global Barometer
86%

4. SALESCUSTOMER SERVICEMARKETINGCOMMERCE
INDUSTRIES
EXPERIENCE MANAGEMENT
CUSTOMER DATA MANAGAMENT
WEB PRINTSMS/
NOTIFICATION
DIGITAL ADSSEARCH
KW/ADS
EMAILMOBILE MARKET-
PLACE
CONTACT
CENTER
IN STORE/
BRANCH
SOCIALDIGITAL
GOODS
AGENT
TOOLS
IOT
SAP HYBRIS CUSTOMER ENGAGEMENT & COMMERCE
OMNI-CHANNEL CUSTOMER ENGAGEMENT SUITE
Internal Business Applications
WEB PRINTSMS/
NOTIFICATION
DIGITAL ADSSEARCH
KW/ADS
EMAILMOBILE MARKET-
PLACE
CONTACT
CENTER
IN STORE/
BRANCH
SOCIALDIGITAL
GOODS
AGENT
TOOLS
IOT

5. Simplified front office with SAP hybris
Solution Owner: Please read explanation notes on slide notes pane below
MARKETING SERVICE SALES
DATA MANAGEMENT
COMMERCE
EXPERIENCE MANAGEMENT

6. © 2013 SAP AG. All rights reserved. 6
Hybris eCommerce
Shopping
• Product
• Cart
• Checkout
Order Management
• Negotiated contracts, prices
• Buyer org. modeling, budgets,
cost centers
• Workflows and cart approvals
Master Data Management
• Data import and export
• Product content management
• Digital Catalog + Print
Content Management
• Web content management
• Digital Asset management
Retail
&Distribution
Requirements
Typical Commerce
Functionality
Commerce Platform
• Omni channel ready
• Enterprise integration
• Scalability & availability
• IT independence
• Multi language, site, currency

7. Hybris eCommerce Modules

8. Simplified front office with SAP hybris
Solution Owner: Please read explanation notes on slide notes pane below
MARKETING SERVICE SALES
DATA MANAGEMENT
COMMERCE
PLATFORM, INFRASTRUCTURE, INTEGRATION
EXPERIENCE MANAGEMENT

9. DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
TRACK
ORDER
BUY
RECEIVE
PACKAGE
MISSING
ITEM
POST
REVIEW
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
JOIN
GROUPS
NETWORK
ISSUE
CHANGE
ADDRESS
RESTART
SERVICE
RECEIVE
OFFER
REFER
FRIENDS
WEB
PRINT
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
RETAIL
STORE
WEB
SHOP
REVIEWS
CONTACT
CENTER
WEB
SHOP
EMAIL
SOCIAL
RETAIL
STORE
WEB
SHOP
CONTACT
CENTER
CONTACT
CENTER
RETAIL
STORE
CONTACT
CENTER
CONTACT
CENTERSOCIAL
WORD OF
MOUTH
SOCIAL
EMAIL
YOUR CUSTOMER
CHOOSES THEIR
OWN ADVENTURE.
SEARCH
KW/ADS
WEB
SHOP
WEB
SHORT
LIST
TV
BRANDED
COMMUNITY
SUPPORT
PORTAL
SUPPORT
PORTAL

10. SHOP &
BUY
RESTART
SERVICE
SHOP &
BUY
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
CHANGE
ADDRESS
DISCOVER
NEED
REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
RESEARCH
RECEIVE
OFFER
TRACK
ORDER
BUY
RECEIVE
PACKAGE
MISSING
ITEM
POST
REVIEW
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
JOIN
GROUPS
NETWORK
ISSUE
CHANGE
ADDRESS
RESTART
SERVICE
RECEIVE
OFFER
REFER
FRIENDS
SHORT
LIST
AWARENESS
DISCOVERY
CONSIDERATION
ACTION
ACTION
ADVOCACY
ADVOCACY
CONSIDERATION
USE
INTEREST
USEYOUR CUSTOMER
CHOOSES THEIR
OWN ADVENTURE.
WEB
PRINT
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
RETAIL
STORE
WEB
SHOP
REVIEWS
CONTACT
CENTER
WEB
SHOP
EMAIL
SOCIAL
RETAIL
STORE
WEB
SHOP
CONTACT
CENTER
CONTACT
CENTER
CONTACT
CENTERSOCIAL
WORD OF
MOUTH
SOCIAL
EMAIL
SEARCH
KW/ADS
WEB
SHOP
WEB
TV
BRANDED
COMMUNITY
SUPPORT
PORTAL
SUPPORT
PORTAL
RETAIL
STORE
CONTACT
CENTER

11. SHOP &
BUY
RESTART
SERVICE
SHOP &
BUY
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
CHANGE
ADDRESS
REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
ONE CUSTOMER.

12. SHOP &
BUY
SHOP &
BUYSHOP &
BUY
SETUP
PHONE
BILLING
ISSUE SERVICE REFER
FRIENDS
MANY JOURNEYS.

13. SHOP &
BUYSHOP &
BUY
INFINITE POSSIBILITIES.

14. 14© 2014 SAP AG or an SAP affiliate company. All rights reserved.
I am socially networked.
I am better informed.
I am an individual,
I am your customer.
I am digitally connected.

15. Marketer accepts a 2%
conversion rate as ‘good’,
ignoring the effect on the
98% who do not convert.
The customer is one of hundreds
of thousands of targets, and is
bombarded with irrelevant marketing.
MARKETING IS BROKEN

16. THIS IS WHAT MARKETERS DO TODAY!
Marketers bombard customers
with irrelevant messages.
Not targeted, not relevant.
ADVERTISING
EMAIL
SOCIAL
MOBILE
WEB
WEAPONS OF MASS DISTRACTION.
Enough is enough.

17. CONTEXT MAKES
THE DIFFERENCE.

18. LEGACY APPLICATIONS,
INTEGRATION, AND DATA
SILOS MAKE THIS
IMPOSSIBLE TODAY.
CRM. WEB CMS. MOBILE.
MARKETING. OMS. STORES.
CONTACT CENTERS. ETC.
THE PROBLEM

19. WE ATTACK THE CORE
OF THIS
PROBLEM

20. NEGATIVE ONLINE EXPERIENCE
@
Email from wife
asking for
opinion
$205
Wife buys
blender on her
laptop.
Visits website.
Approves &
abandons.
Days later…
Sports website Travel website
News website
@
Promotional Email
from Kitchenaid
%

21. 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
We humans use context intuitively
Now we’ve built that into the hybris marketing platform

22. THE DIGITAL MARKETING PROCESS
Context, interests &
predictions
Personalized targeting
& orchestration
Merge, match and
enrich
Events & interactions
from all channels
Campaign execution
in all channels
Market data & events
Sales & service data
Financial data
Big data industry
Social media, web E-mail, sms, traditional
Lead, opportunity
Interaction center
Personalized commerce
Digital & social channel
Capturing response
Plan, measure & optimize

23. SAP HYBRIS MARKETING – PRODUCT VIEW
3rd Party Applications
(for data & execution)
SAP HYBRIS MARKETING
1st Party Applications
Acquisition Convert Loyalty*
Insights
Segmentation
Planning
Recommendation
Batch & Events
Social providers
Mobile providers
Email Engines
Ad Providers
Commerce
ERP
Sales
Service
Marketing Data Management
Batch & Events

24. Gain insight about known customers and
unknown people in real-time
Merge, match, and enrich profiles across all
channels
Identify interests and create a 360° view of
people in your ecosystem across all
channels
Predict likelihood to buy, churn, show
interest and other behaviors in real time. In
time to react.
Develop people from anonymous contacts
to high-value customers and brand
advocates
MARKETING DATA MANAGEMENT

25. PREDICTIVE MODELS
Leverage more than 3,000 algorithms in real-
time on operational marketing data
Predictive Scoring
Buying Propensity for industries such as
insurance, banking and retail
Various scores for Contacts
 Activity Score
 Sentiment Score
 Profile Score
 Lead Propensity
ABC Classification
Customer Lifetime Value (CLV)
Optimize, train, publish and maintain models,
run the models in real-time for precise targeting
Leverage existing models from SPSS, SAS etc.

26.  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
 Ad hoc analysis and segmentation at the
same time, self service by business users.
 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

27. Perfect Campaign Target List
https://www.youtube.com/watch?v=le-jTMWCtz4

28.  Provide context-relevant, smart
recommendations based on previous
purchasing behavior in real-time
leveraging predictive analytics
 Increase conversion rates and average
sales order size by cross-selling and up-
selling
 Self-Learning models
 Wizard-based UI for business analyst
 Deploy in any channel
 Standard integration with hybris commerce
RECOMMENDATION

29. ACQUISITION (CAMPAIGNS)
 Plan, set up and execute OmniChannel,
multi-wave campaigns (email, SMS etc.)
 Manage communication templates
 Create personalized, targeted content for
execution
 Automate Automate campaigns with
triggers & actions (e.g. click link in mail ->
send SMS)
 Automate bulk campaigns
 Triggered execution through segmentation
criteria and marketing events like cart
abandonment
 Detailed analytics at individual engagement
level – contacts and communications
 Aggregate across campaign to measure
key KPIs

30. Build and Run Intelligent Marketing Campaigns
https://www.youtube.com/watch?v=IuJQjtq6T7w

31.  Real time email remarketing to nurture potential
prospects lifts ecommerce revenues by 2% - 10%
 Real-time
 scoring of browsing behaviour to derive insights for
contextual 1:1 marketing
 email remarketing to nurture potential prospects
 email remarketing for shopping cart recovery
 retargeted advertising to drive visitors back to the site
 monitoring ensures campaigns are always in step
with customers
 Orchestrates a sequence of campaign steps to
drive customers back to the site
 Built in rules and A/B testing
 Pre-packaged integrations real time with ESP’s,
DSP’s and CRM systems for cross touchpoint
execution
 Significantly improves conversion rates
CONVERT – REAL TIME 1:1 REMARKETING
Advertising Email Call
Center
Mobile
Push
Social

32. ORCHESTRATION*
 Intelligent orchestration of marketing
campaigns based on channel, timing, contact
and content to deliver relevant interactions
inbound and outbound
 Optimize contact, channel and content to
reduce customer fatigue and to optimize
budgets
 Discover and take action to moderate the
customer journey
**Roadmap 2015

33.  Define your own KPIs from multiple
(internal & external) data sources
 Independent of traditional IT Reporting
structures
 Role oriented modelling paradigm, i.e.
Dashboard design by composer and
consumption by business user
 Form-support for desktop, tablet and smart
phone
 Standard visualization catalogue for
attractive information design
 Multiple Drill Downs can be viewed
in parallel to the root-components
 Global filtering based on chosen
dimensions
 Detailed view to visualize overall
reporting results
Stories and Components Multiple Drill Downs Fullscreen Mode
INSIGHTS - MARKETING PERFORMANCE MANAGEMENT

34.  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

35.  Top down planning and budget
distribution
 Bottom-up budget allocation
 Budget planning and consumption for all
levels of the marketing organization
 Joint embedded analysis for managers and
employees on all dimensions without need
for BI / data warehouse
 Integrated calendar view of marketing
campaigns and analysis
 View campaign key figures based on
Campaign Categories, Priority, Programs,
Responsibilities, Status and Region
 Optimized for Desktop and Tablet
 Native Calendar support (e.g. MS Outlook,
Apple Calendar) using iCalendar (.ics) format
MARKETING PLANNING

36. Control of your marketing budget
https://www.youtube.com/watch?v=J3egjT3NwZk

37.  E-Shop product
recommendation based on
omni-channel customer profile
and buying behavior
 hybris Marketing customer
profile, target groups &
campaigns integrated to hybris
E-Shop
 Tracking shopping behavior and
buying patterns to enrich
customer journey
 Segment and target across all
channels, including commerce
 Personalized shopping
experience
Product recommendation
Track
Customer
Interactions
Omni-Channel Profiles, Target groups
& Campaigns
Personalized Shopping
Experience
hybris Marketing & Commerce - Integration

38. Personalized Shopping Experience
https://www.youtube.com/watch?v=Ulwwgi3xqcg

39. SAP HYBRIS MARKETING – PRODUCT VIEW
SAP HYBRIS MARKETING
Acquisition Convert Loyalty*
Insights
Segmentation
Planning
Recommendation
Marketing Data Management

40. Simplified front office with SAP hybris
Solution Owner: Please read explanation notes on slide notes pane below
MARKETING SERVICE SALES
DATA MANAGEMENT
COMMERCE
PLATFORM, INFRASTRUCTURE, INTEGRATION
EXPERIENCE MANAGEMENT

41. Neo:
What are you trying to tell me?
That I can dodge bullets?
Morpheus:
What I’m trying to tell you is that
you won’t have to.

42. How to open a service ticket?
I don’t know! And I don’t care!
https://www.youtube.com/watch?v=XzC8iCKxwZg

43. It’s magic!
https://https://www.youtube.com/watch?v=0wIZWpwtZ64

44. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 44Partner
LIVE
DEMO

45. CUSTOMER
SUCCESS STORIES
HYBRIS
MARKETING

46. Red Bull: Teaming up with SAP to put the Consumer at the Center
Objectives
 Move from retail- to consumer-centricity
 Create central consumer data base by collecting the golden
consumer profile across multiple channels
 Systematically collect known and unknown consumer
information and opt-ins from underlying social profiles
 Personalize merchandising web stores based on hybris
Commerce
Technical implementation
 SAP Hybris Marketing on HEC
 hybris Commerce
Benefits
 Better personalization across different channels
 Better targeting and marketing execution
 Real-time Recommendations
Company
Red Bull
Headquarters
Fuschl, Austria
Industry
Consumer Products
Products and Services
Red Bull Drinks, Events,
Sports Teams
Sold Cans
5+ Billion
Revenue
5+ Billion EUR
Web Site
http://www.redbull.com
Smarter
Targeting the right consumers
Simpler
Easy deployment via HANA
Enterprise Cloud
Faster
From weeks to seconds
AccurateReal-time data feeds

47. Samsung: “ Through strength Customer Experience, Increasing profit ”
Company
Samsung
Headquarters
Seoul, Korea
Industry
Electronics
Products and Services
Devices, Display, Print,
Medical
Customers
14 M in Korea
Revenue
€208 bn ww
Web Site
http://www.samsung.com
Recognition
Recognize the right
customers at all of channels
Insight
Understand what customer
wants
Engage
From Pushing to engaging
Accurate
Real-time data analytics
Objectives
 Build up Global CRM process based on single platform
 Establish Global Standard Loyalty program
 Reduce lead time of creating campaign plan and target group.
 Integration with Predictive Analytics
Technical implementation
 CRM on HANA
 Integration with hybris
 SAP Hybris Marketing Segmentation
 SAP Hybris Marketing Data Management
Benefits
 Really High performance customer segmentation
 Marketing optimization leveraging predictive analytics
 Real-time analytics on campaign performance
 Simplifying CRM architecture through implementing CRM On HANA

48. Asics: Consumer Centric Engagement
Objectives
 Move from retail- to consumer-centricity
 Create central golden consumer profile across multiple channels,
including Foot ID
 Flexible and extensible omni-channel marketing platform
 Personalize merchandising web stores based on hybris
Commerce
 Engage directly with consumers
Technical implementation
 hybris Marketing
 hybris Commerce
Benefits
 Better personalization across different channels
 Better targeting and marketing execution
 Real-time Recommendations
Company
Asics
Headquarters
Japan
Industry
Consumer Products
Products and Services
Shoes, Fashion, Fitness
Revenue
$2.7B USD
Year over Year
27% Growth
Web Site
http://www.asics.com
Smarter
Targeting the right
consumers
Simpler
Single marketing platform
Faster
From weeks to seconds
AccurateReal-time data feedsa

49. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 49Partner
Key Customers

50. THANK YOU
Cosmin COSTEA
SAP Business Consultant
cosmin.costea@sap.com
linkedin.com/in/cosmincostea
January 15, 2015