Download SAP S/4HANA Marketing Cloud

SAP S/4 HANA Marketing Cloud
Market in the Moment.
SAP Infotag für CRM, Marketing und Commerce,
27 October 2016
Wolfgang Goldeband, CEC Senior Solution Consultant
MARKETING
IS BROKEN.
MOBILE
SOCIAL
Enough is enough.
EMAIL
WEAPONS OF MASS DISTRACTION.
WEB
Marketers bombard customers
with irrelevant messages.
Not targeted, not relevant.
ADVERTISING
THIS IS WHAT MARKETERS
DO TODAY!
MAGIC
MOMENTS
WOW!
TO GET THE WOW COMPANIES NEED TO BE
CONTEXTUAL
CONSISTENT
RELEVANT
based on the individual
context of each customer
across customer
touchpoints and channels
unique for the
individual
at that moment
MARKETING IS LACKING KEY CAPABILITIES
Only 16% have the capability to
capture customer intent and
respond in real time1
80% don’t know much about
their customers2
91% of Marketers are
prioritizing customer experience
through personalization1
Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015
Source 2: “Marketer Stuck on Basic Data for Personalization”, eMarketer June 2015
Source 3: “Mastering Adaptive Customer Engagement”, CMO Council 2014
Only 28% deliver a
personalized experience
across channels3
HOLISTIC APPROACH TO MARTECH IS NEEDED
Marketers use 11 siloed channels on average…
…and 15 separate systems
to house customer data
Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015
Marketing
Technology
Providers
In 2015 over
1,876 vendors!
Double the
vendors in 12
months
http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
Marketing
Technology
Providers
In 2016 over
3,800 vendors!
Double the
vendors in 12
months
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
DATA IS THE FUEL
Capture and enrich dynamic marketing profiles
CONTEXT MAKES THE DIFFERENCE
What they may
do
IMPLICIT
What they are doing now
EXPLICIT
unknown
customer
known
customer
What they have done
Real-time
individualization
Presentation of
relevant content across
all touchpoints
INTEGRATED PLATFORM SUPPORTING THE END-TO-END
MARKETING PROCESS
Events &
interactions
Merge, match &
enrich
Contexts, interests &
predictions
Personalized
targeting &
orchestration
Campaign
execution in
all channels
Loyalty data
Mobile &
social channel
Market data & events
Digital channel
Sales & service data
Personalized
commerce
Financial data
Interaction center
Industry data
Lead, opportunity
Social media,
mobile, IoT
E-mail, sms
Capturing responses
Plan, measure & optimize
Market in the Moment. Made Simple. This is how we do it.
SAP and other
1st Party Applications
3rd Party Applications
(for data & execution)
Sales
Email Engines
Service
Consumer and
Customer Profiling
Segmentation &
Campaign
Management
Commerce
Marketing
Ad Providers
Commerce
Social providers
ERP
Mobile providers
Data going
in & out
Data going
in & out
Marketing
Analytics
Marketing
Ressource
Management
Marketing Lead
Management
Loyalty
Management
CONSUMER AND CUSTOMER PROFILING
IDENTIFY INTERESTS AND CREATE A 360° VIEW OF EACH CONTACT
CONSUMER AND CUSTOMER PROFILING
ENRICH EXISTING PROFILE INFORMATION
CONSUMER AND CUSTOMER PROFILING
GENERATE PERSONALIZED RECOMMENDATIONS
SEGMENTATION & CAMPAIGN MANAGEMENT
HIGH-VOLUME SEGMENTATION
SEGMENTATION & CAMPAIGN MANAGEMENT
MARKETING CALENDAR
SEGMENTATION & CAMPAIGN MANAGEMEN
MULTI-CHANNEL & TRIGGER-BASED MARKETING
SEGMENTATION & CAMPAIGN MANAGEMENT
CONTEXTUAL CONTENT
SEGMENTATION & CAMPAIGN MANAGEMENT
INDIVIDUAL CAMPAIGN SUCCESS TRACKING
MARKETING LEAD MANAGEMENT
LEAD SCORING
MARKETING LEAD MANAGEMENT
LEAD DASHBOARD
MARKETING LEAD MANAGEMENT
INTEGRATION TO SAP HYBRIS CLOUD FOR CUSTOMER
PRICING MODEL – PRIVATE CLOUD / SUBSCRIPTION
THREE OPTIONS TO DEPLOY SAP’S MARKETING PRODUCT
SAP PUBLIC CLOUD
SAP S/4HANA Cloud Marketing Edition
(Subscription)
SAP PRIVATE CLOUD
hybris
Marketing
(perpetual)
or
SAP HANA
(perpetual)
Infrastructure run by SAP
SAP S/4HANA Cloud
Marketing Edition
hybris
Marketing
(Subscription)
SAP HANA
(Subscription)
ON-PREMISE / 3RD PARTY CLOUD
hybris Marketing
(perpetual)
Managed
Service run by
SAP
(HEC)
Infrastructure run by SAP (HEC)
SAP hybris Marketing on
SAP HANA Enterprise Cloud
Customer / 3rd party
IT Department
SAP HANA
(perpetual)
Customer / 3rd party
Infrastructure
SAP hybris Marketing on
Customer Site / 3rd party
DECISION CRITERIA
higher
upfront investment
lower
higher
time to go-live
lower
higher
technical skill set required (e.g. HANA)
lower
lower
speed of innovation (e.g. adoption of new versions)
higher
higher
flexibility around extensibility
lower
SAMPLE OF OUR MARKETING CUSTOMERS
DEMO TIME
GET HANDS-ON EXPERIENCE
MARKETING
FREE TRIAL
SCENARIOS INCLUDED:
•
Consumer and Customer Profiling
•
Segmentation and Campaign Management
•
Commerce Marketing
•
Marketing Resource Management
•
Marketing Lead Management
•
Marketing Analytics
GO TO:
http://bit.ly/TryTheMarketingCloud
THANK YOU
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