Download Making Marketing Relevant Throughout the Customer

Making Marketing
Relevant Throughout the
Customer Journey
Unlocking the Power of Your Marketing
Investment with Accenture and hybris
Imagine this: an online shopper sees an
ad pop up on her social media feed for a
trampoline she has recently researched online.
Theoretically, it is great to receive a targeted
offer that is relevant to her interests. But
what if that ad pops up on her social media
feed, on websites she is browsing, and in her
email – and she has already purchased that
trampoline from the advertiser? It’s likely
that the smattering of offers across her digital
channels leaves her frustrated and with a
negative brand impression. Now imagine
that just after she makes the trampoline
purchase the offers she receives acknowledge
her purchase and then offer trampoline
accessories that work with her specific
trampoline model? Her propensity to buy is
high and her brand impression is favorable.
While major brands are making strides in
customizing their marketing efforts, as
consumers we know that many are still falling
short of personalizing their offers to the
extent we desire. Marketers need the context
and ability to deliver relevant communications
to each individual in real-time regardless of
channel or device.
The Answer: Contextual Marketing
Together, Accenture and hybris enable marketers to unlock the power of personalized
marketing by helping to deliver contextual marketing at scale that increases customer
conversion and drives growth.
Contextual Marketing blends customer information from multiple channels and sources,
including past interactions, what they may do in the future, and in-the-moment
intentions. Based on this real-time insight, marketers can develop the full context of the
customer at the point of engagement to determine the best next action to interact
with them.
hybris Contextual Marketing
What They
May Do
What They
Are Doing Now
Real-Time
Indivdualization
PRESENTATION OF
RELEVANT CONTENT
Across Touchpoints
(Sites, Apps, Ads, Email)
THE CUSTOMER
What They
Have Done
The hybris Marketing solution is the next generation marketing solution that empowers
marketers to understand the full context of their individual customers, including real-time
information, to deliver unique experiences at every stage of the customer journey, and to
react quickly to opportunities. The suite draws on a deep pool of customer data– from
past purchases, propensity scores to real-time implicit signals such as real-time browsing
behavior –to identify each customer’s unique intent. Based on this real-time customer
context, the hybris Marketing suite delivers highly engaging content and interactions across
channels to drive both growth and customer loyalty.
The hybris Marketing solution is built on a single technology foundation that is fully
integrated with hybris Commerce Suite, and other SAP applications. Prebuilt integrations
to select other marketing technology solutions enable marketers to easily extend their
marketing capabilities. And the hybris Marketing solution provides fully open application
programming interfaces (API) and flexible architecture that enable integrations with thirdparty systems so that it can co-exist with existing technology investments.
Accenture Omnichannel Framework
FRONT-END
BACK-END
& OPERATIONS
MARKETING
DELIVERY
SUPPORT
Creative
Mobility
Digital Production &
Content Services
Customer Experience
& Personalization
Call Center
Merchandizing &
Site Management
Digital Commerce
Platforms
Customer Care
Marketing &
Campaigns
Supply Chain
Management
Finance &
Administration
Analytics
Warehousing &
Logistics
Payment
Application & Infrastructure Management
Strategy
The breadth of Accenture’s integrated digital services enable marketers to
smoothly deploy and gain full leverage of the hybris Marketing suite to deliver
a holistic, customer-friendly, seamless experience to their customers. Together,
we offer services to support infrastructure, applications and integration. We
can provide the specialist resources required to design, develop, run, and
monitor an omni-channel marketing solution— inclusive of merchandising,
marketing, and digital campaign support if necessary. This lets our clients
focus on their brands, products, and messaging instead of digital operations.
To learn more about how Accenture and hybris can unlock
the power of your marketing technology investment and
drive superior customer interactions at scale, please contact:
Kevin Harris,
Vice President Channel – Americas
[email protected]
Matt Cardile
Global Alliances Director
Accenture Interactive
[email protected]
Accenture became the first hybris Global
Strategic Partner and was named hybris
2013 and 2014 Global Partner of the Year.
About Accenture Interactive
Accenture Interactive helps the world’s leading brands delight their customers and drive
superior marketing performance across the full multichannel customer experience. As part
of Accenture Digital, Accenture Interactive works with over 23,000 Accenture professionals
dedicated to serving marketing and digital clients to offer integrated, industrialized and
industry-driven digital transformation and marketing services. Follow @AccentureSocial or
visit accenture.com/interactive.
About Accenture
Accenture is a global management consulting, technology services and outsourcing
company, with more than 336,000 people serving clients in more than 120 countries.
Combining unparalleled experience, comprehensive capabilities across all industries and
business functions, and extensive research on the world’s most successful companies,
Accenture collaborates with clients to help them become high-performance businesses
and governments. The company generated net revenues of US$30.0 billion for the fiscal
year ended Aug. 31, 2014. Its home page is www.accenture.com.
About hybris software
hybris software, an SAP Company, helps businesses around the globe sell more goods,
services and digital content through every touchpoint, channel and device. hybris delivers
OmniCommerceTM: state- of-the-art master data management for commerce and unified
commerce processes that give a business a single view of its customers, products and
orders, and its customers a single view of the business. hybris’ omni-channel software
is
built on a single platform, based on open standards, that is agile to support limitless
innovation, efficient to drive the best TCO, and scalable and extensible to be the last
commerce platform companies will ever need. The same software is available on-premise,
on-demand and managed hosted, giving merchants of
all sizes maximum flexibility.
Over 500 companies have chosen hybris, including global B2B sites W.W.Grainger, Rexel,
General Electric, Thomson Reuters and
3M as well as consumer brands Toys“R”Us UK,
Metro, Bridgestone, Levi’s, Nikon, Galeries Lafayette, Migros, Nespresso
and Lufthansa.
hybris is the future of commerceTM. For more information, visit www.hybris.com
About SAP
As market leader in enterprise application software, SAP helps companies of all sizes and
industries run better. From back office to boardroom, warehouse to storefront, desktop
to mobile device – SAP empowers people and organizations to work together more
efficiently and use business insight more effectively to stay ahead of the competition. SAP
applications and services enable more than 258,000 customers to operate profitably, adapt
continuously, and grow sustainably. For more information, visit www.sap.com
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