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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 © 2015 SAP SE or an SAP affiliate company. 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