customer experience con sap hybris marketing in …...2016/11/07 · web sites sap crm sap ecc ion...
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Customer Experience con SAP Hybris Marketing in real lifeConstructing the Composable Enterprise for your Digital Marketing Strategy
Alessandro Lavazzi SAP Forum Milano 20 | 10 | 2016
The Digital Marketing Funnel
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Consumer LifecycleCommunity Business Action
LEAD
PROSPECT
CUSTOMER
RETENTION
CONVERSION
NURTURE
Public
Friend/Fan/Follower
Subscriber
Customer/Member
Loyalist
Advocate
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
ADVOCACY
RETENTION
CONVERSION
NURTURE
Set Up Your Digital Marketing Strategy
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Consumer LifecycleCommunity Business Action
LEAD
PROSPECT
CUSTOMER
Public
Friend/Fan/Follower
Subscriber
Customer/Member
Loyalist
Advocate
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
ADVOCACY
ACQUISITION
RETENTION
CONVERSION
NURTURE
Set Up Your Digital Marketing Strategy
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Consumer LifecycleCommunity Business Action
LEAD
PROSPECT
CUSTOMER
Public
Friend/Fan/Follower
Subscriber
Customer/Member
Loyalist
Advocate
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
ADVOCACY
ACTIVATION
$
RETENTION
CONVERSION
NURTURE
Set Up Your Digital Marketing Strategy
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Consumer LifecycleCommunity Business Action
LEAD
PROSPECT
CUSTOMER
Public
Friend/Fan/Follower
Subscriber
Customer/Member
Loyalist
Advocate
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
ADVOCACY
MONETIZATION
$$$$
Target AudienceMONETIZATION
$$$$
A Sample Case – Monetization in a B2C Company
ConsumerRecommendation
Campaign
Improve the effectiveness of the Consumer
Contact Channel
The Magic Question Pattern:
WANT SOME HELP?
Consumer Product
AdvocacySponsorship
Cross-SellingCross-Fertilizations
MONETIZATION
$$$$
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A Sample Case – Monetization in a B2C Company
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The consumer accesses a Landing Page by scanning a QR Code on the product package…
QR CODE Scanning
Consumer
ABC.com
www.lumapartners.com
The ABC.com Composable Enterprise Solution
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SAP Hybris Cloud for Customer SAP HANA
Cloud Platform
SAP Hybris Marketing
Open API
Microservice-Driven
Composable Enterprise
…LET’S SEE IT IN ACTION!
The ABC.com Composable Enterprise Solution
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Consumer
Landing Page(Contact
Form or App)
Corporate Consumer Database
Customer Relationship Management
Marketing CampaignsAutomation
Customer Insight
Collect Manage Execute Measure
Segmentation Tool and Scoring
Engine
Segment
The End-to-End Process
The ABC.com Composable Enterprise Solution
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Consumer
Landing Page(Contact
Form or App)
Corporate Consumer Database
Customer Relationship Management
Marketing CampaignsAutomation
Customer Insight
Collect Manage Execute Measure
Segmentation Tool and Scoring
Engine
Segment
The End-to-End Process
Contact Form
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SAP HANA Cloud Platform
Main Benefits
• PaaS benefit like scalability, security, no upgrade needs
• SAP Fiori responsive User Interface
• Sentiment analysis with HANA Text Analysis Services
• Out of the Box Integration with on-premises systems like Marketing Platform and CRM
• Mobile Hybrid App with offline capabilities
SAP HANACloud Platform
Contact Form
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Customer Identity Management Platform (Paas)
Seamless Navigation across multiple channels
Social Login and Biometrics
30+ supported Social Networks
Out of the box SAP Integration
SAP Hybris Marketing
The ABC.com Composable Enterprise Solution
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Consumer
Landing Page(Contact
Form or App)
Corporate Consumer Database
Customer Relationship Management
Marketing CampaignsAutomation
Customer Insight
Collect Manage Execute Measure
Segmentation Tool and Scoring
Engine
Segment
The End-to-End Process
Consumer Contact Center
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Organizational perspective: centered around a single ‘hub’ and supported by consistent processes and knowledge base
Results Perspective
Positive NPS & Happy Customers
Empowered and Satisfied Service Agents
Improved Operational Efficiency
CONSUMERS
Consumer ContactPlatform
• Ticketing• Routing• Alerting before
SLA deadline• Reporting • …
CUSTOMER SERVICE HUB
Clear access points
Kn
ow
led
ge r
ep
osi
tory
Stru
ctu
red
and
un
stru
ctu
red
sear
ch
Kno
wle
dge
man
agem
en
t
SPECIALIST SUPPORT
Phone
Social
Call me back
E-mailGet supportFake report
Contact forms
SAP Hybris Cloud For Service
SAP HybrisCloud for Customer
Digital Marketing Puzzle
1234556778890
Consumer Contact Center
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Knowledge Base
11.07.2016 16:14
Alessandro Lavazzi ABC.com
Your Puzzle is just amazing!!! Great product ;-)
July 11 at 16:14
SAP HybrisCloud for Customer
Consumer Contact Center
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The Knowledge Base is a key component of a consumer contact center. We integrate Mindtouch in our solution, a SaaS Knowledge Base.
Wiki-Like Knowledge Base
Prepackaged Integration with SAP C4C
The ABC.com Composable Enterprise Solution
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Consumer
Landing Page(Contact
Form or App)
Corporate Consumer Database
Customer Relationship Management
Marketing CampaignsAutomation
Customer Insight
Collect Manage Execute Measure
Segmentation Tool and Scoring
Engine
Segment
The End-to-End Process
Data Management
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CONTACTS & PROPERTIES
INTERACTIONS
Landing Pages
A Corporate Consumer Database that collect contacts with their digital properties and their interactions, in order to have a comprehensive view of the actionable consumer community.
SAP HybrisCloud for Customer
PRODUCTS
Mobile Apps
Web Sites
SAP CRM SAP ECC
SAP
LT Re
plicatio
n
Serve
r (SLT)
3rd Party Legacy Systems
SAP Data Services
SAP HANA
Central Profile
CORPORATE CONSUMER DATABASE
Golden Record Rule
SAP Hybris Marketing
Data Management
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Male
Digital Marketing Puzzle
SAP Hybris Marketing
The ABC.com Composable Enterprise Solution
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Consumer
Landing Page(Contact
Form or App)
Corporate Consumer Database
Customer Relationship Management
Marketing CampaignsAutomation
Customer Insight
Collect Manage Execute Measure
Segmentation Tool and Scoring
Engine
Segment
The End-to-End Process
Segmentation
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Mobile AppGPS Location
Leveraging HANA In-Memory Database
SAP Hybris Marketing
Segmentation
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Dynamic Target Group
SAP Hybris Marketing
The ABC.com Composable Enterprise Solution
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Consumer
Landing Page(Contact
Form or App)
Corporate Consumer Database
Customer Relationship Management
Marketing CampaignsAutomation
Customer Insight
Collect Manage Execute Measure
Segmentation Tool and Scoring
Engine
Segment
The End-to-End Process
Content Studio
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SAP Hybris Marketing
Hi ,thanks for your information request. Your request has been
received and will be processed shortly.
Hereafter you’ll find some new ABC.com product that you may be interested in
Get the new ABC.com iBeacon
First Name
ABC .com
Triggered Base Campaign
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SAP Hybris Marketing
Contact Form
Monetization Campaign 07 2016
Triggered Base Campaign
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SAP Hybris Marketing
Contact Form
Monetization Campaign 14-45
The ABC.com Composable Enterprise Solution
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Consumer
Landing Page(Contact
Form or App)
Corporate Consumer Database
Customer Relationship Management
Marketing CampaignsAutomation
Customer Insight
Collect Manage Execute Measure
Segmentation Tool and Scoring
Engine
Segment
The End-to-End Process
Consumer Journey Insight
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SAP Hybris Marketing
Sentiment Engagement
Smart Business Dashboard
Consumer Journey Insight
Campaign Success
The Next Step of your Digital Marketing Strategy
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Consumer LifecycleCommunity Business Action
LEAD
PROSPECT
CUSTOMER
Public
Friend/Fan/Follower
Subscriber
Customer/Member
Loyalist
Advocate
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
ADVOCACYRETENTION
CONVERSION
NURTURE
RETENTION
CONVERSION
NURTURE
The Next Step of your Digital Marketing Strategy
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Community
LEAD
PROSPECT
CUSTOMER
Public
Friend/Fan/Follower
Subscriber
Customer/Member
Loyalist
Advocate
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
ADVOCACY
ABC.com Digital Marketing Funnel
Dig
ital
Fu
nn
elO
pti
miz
atio
n
MONETIZATION
$$$$
The Next Step of your Digital Marketing Strategy
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ABC.com Digital Marketing Funnel
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
ADVOCACY
ACTIVATION
$
Field Marketing
Indoor Navigation
In-Store Product Recommendation
Personalized Video Content
The Next Step of your Digital Marketing Strategy
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ABC.com Digital Marketing Funnel
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
ADVOCACY
ACQUISITION
SAP HANA Cloud PlatformIoT Services
SAP HybrisMarketing
Wi-Fi Device
Detector
Wi-Fi Device
Detector
Consumer In-Store Wi-Fi Recognition
Store
Field Marketing
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JOIN THE CONVERSATION!
@alavazzi
#SAPForum
#iEngage
@techedgegroup
techedgegroup.com
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