06 ny hana druckenmiller

Customer Engagement Intelligence

powered by HANA Scott Druckenmiller, Head of North America CRM Product Management, SAP

SAP HANA CIO Innovation Forum September 12, 2013 • New York

© 2013 SAP AG or an SAP affiliate company. All rights reserved. 2

Digitally connected

Socially networked

Better informed

79% of customers spend at least

50% of total shopping time researching products online.

53% of customers abandoned an

in-store purchase due to negative online sentiment.

59% of customers are willing to try

a new brand to get better customer service.

Empowered Customers are Changing the Rules


48 hours of YouTube uploads 204,1667,667 email messages

2,000,000 Google queries

684,478 Facebook shares

$272,070 consumers spend

100,000 Twitter tweets

47,000 Apple app downloads 3,125 Flickr photos

27,778 Tumblr blog posts

3,600 Instagram photos 34,722 Facebook likes

2,083 Foursquare check-ins

571 new websites

347 Wordpress blog posts

217 new mobile web users

Source: Domo, Inc.

Every Minute… of Every Day


Customers Are In Control


The right insight at the right time

Specific to your industry

Integrated to your enterprise

With an experience that drives results

SAP 360 Customer for Marketing

Sales

Service

E-commerce

Social Mobile Big Data Cloud Social

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It’s Time to Engage Your Customers Like Never Before


HSE24, as live sales channels, is very dependent on

time. What we’ve seen is that we can get a complete

picture of the customer in seconds – including data

coming from new sources like social media. We can

now have more detailed analysis of our sales in real-

time, and deliver personalized offerings to the customer

while he is calling for new cross and up-sell

opportunities. We want to continue to grow our sales in

new countries. Having one real-time platform will be a

key success driver for us to conquer the markets in the

future.

Norbert Paulus, EVP Broadcast & IT, HSE24

At a Glance

Objective Engage the customer in

real-time

Solution SAP CRM powered by

SAP HANA

Benefits Personalize customer

engagement with real-time

information

“

”

HSE24: Personalizing customer engagement in Real-Time


At Bigpoint in the Battlestar Galatica online

game, we have more than 5,000 events in

the game per second which we have to load

in SAP HANA environment and to work on it

to create individualized game environment to

create offers for them. In the co-innovation

project with SAP HANA, using Real Time

Offer Management Bigpoint, we hope to

increase revenue by 10-13%.

Claus Wagner, SVP SAP Technology, Bigpoint

At a Glance

Benefits • Increase in revenue per year 10-30%

• Real-time insights

• Per player profitability analysis and understand player

behavior

• Increased data volume and processing capabilities to

communicate more personally to individual game

players

• Interactive Data analysis leading to improved design

thinking and game planning

“

”

+10% increase in revenue

per year

5,000 events per second loaded

into SAP HANA (not

possible before)

Bigpoint: Driving New Revenue in Real-Time Gaming


SAP 360 Customer Solution Portfolio at a Glance

Sales Marketing Service Web-Channel Interaction

Center

SAP CRM (On Premise)

SAP HANA

SAP

CRM

SAP Cloud for Customer

SAP

Customer

Engagement

Intelligence

[HPA]

Audience

Discovery

& Targeting

Account

Intelligence

(Mobile)

Customer

Value

Intelligence

SAP

CRM

on

HANA

SAP

360

Customer

Analytics

Sales Marketing Service

Social Media

Monitoring

Social

Engagement

Social

Collaboration

Mobile Applications


Account Intelligence

Audience Discovery & Targeting

Mobile App for Sales

Real-time 360° View to chose the right target audience

High performance customer segmentation on Big Data

Unmatched flexibility slicing & dicing customer data

Optimization leveraging data mining and predictive analytics

Insight to action with or without SAP CRM campaign management

Develop revenue and margin strategically

Real-time benchmarking of customers, suppliers, partners etc.

Balance the portfolio by investing in the right resources

SAP Customer Engagement Intelligence

Next Generation Customer Analytics powered by SAP HANA

Social Contact Intelligence Follow conversations and understand customer affinities

Contextual sales, service and marketing on a 1:1 basis

Lead from anonymous contact to customer buying

Customer Value Intelligence


Explore

sentiment & insights

Engage

strategically & effectively

Extend

opportunity base

Sentiment Engagement

Analysis of unstructured data from public social media

and other text based sources

Automated text data processing via SAP HANA NLP

engine for accurate sentiment scoring

Gain visibility of raw factual insights and direct touch with

the most vocal contacts to detect mood and opinion of

markets

Filter by sentiment, channel, search term etc. to create

focus list of mentions and contacts for insight and action

Ability to reply directly to social mention via the social

source used and navigate to known contact fact sheet

Understand contact and their

requirements

Improve lead generation & target contact opportunities

Instant Sentiment insight to action


Explore


Engage


Extend

opportunity base

Contact Engagement

Contact Engagement spans the entire contact lifecycle

from new on-boards to reference contacts belonging to

prime accounts

Contacts are scored based on completeness and

content of data and their intensity of activity

Interactions are scored based on number of

occurrences and weighted by importance

Contact engagement data is used for segmentation data

to trigger marketing campaigns

Understand contact “interests” and enable Investment

with the right targeted go-to-market resources with the

right contacts

Filter and focus on interesting contacts based on

business and or contact attributes to enable desired

engagement

Improve Conversion Rates Increase Revenue & Improve service

Maximize Purchase Opportunities


Explore


Engage


Extend

opportunity base

Target Groups, Initiatives & Fact Sheets

Create, amend and review target groups for specific

business requirements eg marketing or service

campaigns from all contacts listed

Create corporate business Initiatives to communicate

and enable strategic marketing, service and sales goals

Integrate with CRM system to assign Target Groups

to specific marketing campaigns

Create and export .csv contact lists for use with other

email campaign systems

Create sentiment groups for interactive jam collaboration

or email distribution from social posting or expressed

sentiment

Review individual contact fact sheets to discover specific

topics of interest, social activity and relevance to use as

leverage in sales or service activity

Faster revenue growth and service enhancement

Rapid and strategic contact engagement

More effective revenue growth via enhanced customer experience


SALES SERVICE COMMERCE MARKETING

SOCIAL & PREDICTIVE ANALYTICS

HANA AS A PLATFORM

INDUSTRIES 1. Best-in-class CRM portfolio

across Marketing, Sales,

Service, Commerce,

leveraging Social

2. SAP differentiates with

industry specifics, fast

insight & impressive UX

3. Open partner ecosystem

with HANA cloud platform

SAP 360 Customer Enables the Next Generation of CRM

to Engage Your Customers Like Never Before

SAP HANA CIO INNOVATION FORUM

Thank You!

06 ny hana druckenmiller

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