SAP Best Practices for SAP S/4HANA Scope 1511 Cloud Marketing Edition Business Priority view. last update:

Transcription

1 SAP Best Practices for SAP S/4HANA Scope 1511 Cloud Marketing Edition Business Priority view last update:

2 SAP Best Practices for Cloud Marketing edition 2015 Value Proposition The SAP Best Practices for SAP S/4HANA are tailored specifically to accelerate and simplify the adoption of SAP S/4HANA, cloud marketing edition for faster time to value, by providing pre-configured content for core business processes with role specific, responsive and simple UX. Business Benefits Develop a deeper understanding of your customers and prospects and understand the real-time intent 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 toward conversation 2015 SAP SE or an SAP affiliate company. All rights reserved. Customer 2

3 SAP Best Practices for Scope Coverage in 2015: Cloud Marketing Edition SAP BEST PRACTICES FOR SAP S/4HANA CLOUD MARKETING EDITION Strategic Marketing Marketing Consumer and Customer Analytics Contact Segmentation and Campaign Execution Marketing Recommendation Marketing Planning Marketing Executive Dashboard Legend: Business Priority E2E Solution Integration SAP Best Practices 2015 SAP SE or an SAP affiliate company. All rights reserved. Customer 3

4 Consumer and Customer Analytics Bringing Big Data analyses from different channels and operational excellence together is one of the biggest challenges in a marketing department. By targeting the real customer interests and offering services and products that fit to the customer needs, companies create value for their customer and increase their profit. By analyzing the fact sheets of companies and contacts and their activities via the different communication channels, we gain insight into the interests of the contacts. By using attributes related to the contacts, we can slice and dice the data and optimize the target groups for certain campaigns. Access business partner fact sheet Access contact fact sheet Access contact engagement Gain insight about known customers and unknown people in real time Identify interests and create a holistic view of people in your ecosystem across all channels Continuously enrich existing profile information from internal and external data sources and score their interactions Develop people from anonymous contacts to high value customers and brand advocates Visual analysis of customer behavior patterns including timeline Display of customer interactions as channel icons in a timeframe chart 2015 SAP SE or an SAP affiliate company. All rights reserved. Customer 4

5 Contact Segmentation and Campaign Execution Segmentation, an analytical application, provides a single source of truth for contacts. Marketing professionals can easily segment millions of contacts and other objects in seconds with the power of SAP HANA. The location, interests, scores, revenue, and other attributes can be used for the segmentation. Target groups can be created from the segmentation. In the next step, campaign management enables the marketing expert to act on leads with the ability to launch and trace marketing campaigns. Campaign management provides the ability to generate highly personalized s and supports the marketing expert in providing marketing content. Using Campaign Management, the marketing expert can manage the template catalog. After the execution of the campaign, they can analyze the success of the campaign based on diverse KPIs. Create a segmentation model Create a target group Prepare an campaign Create a multi wave campaign Analyze the success of the campaign Follow up (second wave) High performance customer segmentation on Big Data in real time Great visualization and 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 Aggregation of data towards scores, KPIs, and sums on the fly Unlimited ways of personalizing messages for target group in any execution channel 2015 SAP SE or an SAP affiliate company. All rights reserved. Customer 5

6 Marketing Recommendation Marketing Recommendation helps companies to increase sales and customer loyalty by presenting context-relevant product recommendations based on previous customer behavior. It presents contextspecific recommendations using predictive models (such as basket analysis, collaborative filtering, or configurable queries). The recommendations are generated using self-learning models that can be built in a wizard based UI by a business analyst. Recommendations are typically published via e-commerce sites, mobile devices, through call center applications, or other channels. Defining product recommendation model Defining algorithms for model Displaying preview of recommendation result Activating model Managing recommendations Increase revenue by making the right recommendations to your customers Increase conversion rate and average order size and value Increase customer loyalty by understanding your customers' needs based on their behavior Improve profitability by reducing marketing costs 2015 SAP SE or an SAP affiliate company. All rights reserved. Customer 6

7 Marketing Planning Budget planning enables marketers to plan marketing budget across different dimensions, such as market and brand, in a simple and intuitive way. Marketing managers can plan programs in budget planning and propose spend for these programs. Marketing experts can create campaigns in spend management, plan spend for these campaigns, and assign them to programs created by marketing managers in budget planning. In budget planning, marketing managers can also view the spend that has been planned by marketing experts in spend management. Cost references can be created in an external system such as SAP ERP that is connected to SAP hybris Marketing. The marketing calendar enables the marketing expert to see an overview of their campaigns in a defined time range matching the filter settings. Aggregated KPIs for the selected campaigns are displayed in the area above the calendar. Creating budget plan Creating quick entry for spend Performing detailed spend planning Using the marketing calendar Plan effectively marketing budget and details campaign spend Enable insight to action real-time using analytical views, marketing calendar, and graphical UI for budget planning Get actual spend from SAP ERP for better monitoring and compare with planned budget and spend Combine all related budget and spend amount in one single-source of truth 2015 SAP SE or an SAP affiliate company. All rights reserved. Customer 7

8 Marketing Executive Dashboard The marketing executive dashboard allows the marketing executive to review the success of marketing investments, and provides them with a comprehensive overview of KPI attainment and marketing performance benchmarks. Use Marketing Executive Dashboard comprehensive overview of KPI attainment and marketing performance benchmarks SAP SE or an SAP affiliate company. All rights reserved. Customer 8