How to enable an engaging customer experience with digital asset management and SAP HANA

Transcription

1 How to enable an engaging customer experience with digital asset management and SAP HANA Michael Gray, Sr. Director, Global Partner Management Peter Chamberlain, Director of Marketing Content Infrastructure MBIO October 29 th, 2015

2 Michael Gray Sr. Director, Global Partner Management SAP

3 SAP Enterprise Content Management by OpenText Aligned with the SAP Strategy SAP S/4HANA (Cloud and On Premise) Partnership spans Ariba, SuccessFactors, hybris, Concur and SAP Business Suite Largest Most Strategic SAP Partnership Sold and Supported by SAP (14 solutions on the SAP price list) Premium Qualified (Meets SAP product standards with broader testing requirements) Content creation, management and storage Compliant Content Management ISO compliance U.S. DoD STD v3 Many more Over 4000 Customers and 50M Users Leverage This Partnership 3

4 Ongoing joint innovation ensures your investment is future proof and extensible SAP Extended ECM by OpenText SAP HANA

5 The Unique Proposition of SAP hybris DAM SAP Deliver Search CRM ERP Collaboration Consistency Compliance Process DAM Unification Manage Intelligence hybris Catalog Commerce Customer Experience Marketing 5

6 Peter Chamberlain Director of Marketing Content Infrastructure MBIO SAP

7 SAP Digital Asset Management by OpenText MBIO manages a deployment of SAP Digital Asset Management by OpenText not only from a technical perspective but as a DAM practice ensuring hybris Industry best practices DAM User enablement Governance HANA Change management Performance transparency Digital Asset Management is a cornerstone of Marketing s overall ECM strategy. 7

8 Centralized Digital Asset Management Servicing All Regions for SAP Marketing User Community of +/- 7,000 Users Marketing, Sales, Consulting, etc Omni Channel Syndication from DAM 8

9 Content & Asset Management Strategy Omni-Channel Events Marketing Automation Online & Mobile e-commerce Print & Broadcast Marketing Online & Mobile Marketing Sales, Telesales Syndication Process (Gating: DAM) Management Analytics Production Planning Content & Asset Ecosystem 9

10 Maintaining Optimal Maturity Level Each year we review our deployment against the 4 categories and 15 attributes of the DAM Maturity Model to ensure continuous improvement to our DAM landscape. People Technical Expertise Business Expertise Alignment Processes Workflow Governance Integration DAM Maturity Model Information Asset Metadata Reuse Findability Use Cases Systems Prevalence Security Usability Infrastructure Note: DAM Maturity Model from the DAM Foundation 10

11 Content Challenges & Industry Benchmarks According to a study by Sirius Decisions, of B2B companies that produce content 35% is used 37% is unusable 28% unfindable Up to 65% Unused or Under Utilized It s difficult for most organizations to quantify where they rank against these benchmarks. What can be done to address the challenges Ensure that all options have been exercised to improve search and overall findability Create performance transparency in order to make better decisions on content investment 11

12 SAP HANA: Improvements in Search & Findability Keyword Search Advanced Search In our DAM landscape, the shift in User preference for Advanced Search came as the result of 40% performance improvement in Advanced Search w/sap HANA User enablement/training on search functionality User Preference % Shift 2015 Users benefited from Smaller sets of search results More relevant content & format Quicker delivery 12

13 SAP HANA: Performance Transparency Self Service reporting dashboard that is built on Crystal Reports powered by SAP HANA Analyzes log file data Analytics Creates actionable reports based on asset usage data (e.g. by campaign, by channel etc ) Provides insights into asset re-use across the organization Reporting provided in real time 13

14 Future State w/marketing Automation As MBIO looks to the future of our DAM landscape, we anticipate integration of technologies between hybris Marketing Content Serving Interaction Analytics SAP DAM Metadata & Performance Data SAP HANA 14

15 Integrated, Individualized Customer Journey s In Real Time Sales, Service Data Provide a dynamic, individually driven, highly personalized Engagement experience for our contacts regardless of the channel choice of Interaction Financial Data Consumer, Customer, Contacts Predictive Analytics Scoring Qualified Leads Lead & Opportunity CRM or CoD Big Data Industry Personalized Offer Social Media Web Inbound Channels Listen & Explore Discover & Nurture Target & Execute Outbound Channels 15

16 Asset Performance Is Foundational To Delivering The Customer Experience Attract And Nurture Marketing campaigns that capture interest and move Contacts further in the buyers journey, toward qualification, etc. Enable Relevant, effective content for Inside Marketing and Sales as they interact with customers and prospect Invest And Manage Determine the best asset mix and allocation for the marketing portfolio Test and learn to optimize outcomes Manage saturation, shelf-life and refresh/production strategies 16

17 Asset Performance Strategy & Framework With SAP HANA acting as the centralized store for content interactions across multiple mediums, Asset Performance Measurement will be derived from performance-based metrics and a performance index will be calculated within SAP HANA. Wen Analytics Web and impressions Asset Performance Measurement Asset Performance Index Asset Rankings, Development, Recommendations Downloads/Views Asset Usage Data Asset Performance Asset Capabilities Asset Performance Measurement Quantitative measure that accounts for the basic asset performance metrics Average Performance Measurement for Asset Class Asset Performance measurement averaged across all current and historical assets within the class Asset Performance Index Qualitative measure that compares the asset to averages for the class of asset 17

18 Asset Related Interactions Become A Big Data Story In the future SAP Marketing will develop and manage assets for personalized campaigns to more than 40 Million customers and prospects One Platform All Data All Channels 40 Million 600 Million Contacts Interactions Harmonised Global Process 200 Countries 500+ Users Automation ALL Marketing Channels 18

19 Thank you Contact information: Peter Chamberlain Director of Marketing Content Infrastructure MBIO 95 Morton St. New York, NY (203) SAP SE or an SAP affiliate company. All rights reserved.