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hybris Marketing

Marketing Data Management


Application Information
May 2015

Content

OVERVIEW

SCENARIOS

CONFIG

Explain Marketing
Data Management*

Explain the scenarios

Configure the
scenarios

*Note: Marketing Data Management within SAP hybris Marketing is the new name
for SAP Social Contact Intelligence
Customer

Marketing Data Management


Value Proposition
hybris Marketing Data
Management
The Multichannel Challenge
One Profile

all interactions

Today multichannel translates


into ISOLATED DATA SILOS

Data silos are merged into one profile


Customer

Marketing Data Management


Gain insight about known customers and unknown
people in real-time

Identify interests and create a 360 view of people in


your ecosystem across all channels

Continuously enrich existing profile information from


internal and external data sources and score their
interactions

Develop people from anonymous contacts to highvalue customers and brand advocates

Visual analysis of customer behavior patterns


including timeline

Display of customer interactions as channel icons in a


timeframe chart
Customer

Marketing Data Management


Key Differentiators

Business Benefits

Fully open & flexible application platform


leveraging services such as predictive and
data mining, text analysis, data integration &
quality

360 view of people interacting with your


brand - implicitly or explicitly

Predictive scoring based on insights derived


from both structured as well as unstructured
data
Anonymization of profile information where
required e.g. if consent is missing

Score both profiles and underlying


interactions in real-time for more accurate
targeting and personalization
Leverage predictive intelligence along
peoples journeys
Fully adhering to data privacy regulations in
Germany and the European Union

Native built-in capability of hybris Marketing


fueling all Marketing applications with the
single version of truth
Standard integrations with hybris commerce
and other SAP applications
Customer

hybris Marketing Data Management


Scenario Overview

Events & interactions


from all channels

Listen & explore

Intelligence
through Predictive
Analytics

Personalized
targeting &
orchestration

Campaign execution
in all channels

Market data & events

Digital & social channel

Sales & service data

Personalized commerce

Financial data

Interaction center

Big data industry

Lead, Opportunity

Social media, web

Traditional channel

Capturing response

Plan, measure & optimize

Marketing Data Management within SAP hybris Marketing is the new name for SAP Social Contact Intelligence
Customer

Whats new in Q2/2015?

Overview

Customer

Whats new in Q2/2015 in a nutshell?


Easy Loading of contacts, easy
extensibility of the contact
Compare contacts to identify duplicates
and if necessary merge them
Consumer factsheet with details on
channels and opt-in / opt-out
Contact explorer with conversion rates
between the levels
Customer Journey Insights explaining
the journey before the consumer buys.
Shopping Cart Abandon interactions
from hybris Convert (formerly known as
SeeWhy)
Enrich consumer profiles with clicks from
Adobe Experience Manager

Customer

Marketing Data Management

Overview

Configuration

Customer

hybris Marketing Data Management


Scenario Overview

hybris Marketing Data Management focusses on the engagement with people while integrating
into the operational marketing processes. Two main processes are in the focus of hybris
Marketing Data Management : Sentiment Engagement and Contact Engagement.
Any
unstructured
text data:
Social Web
Emails
Complaints

SAP CRM
SAP ERP
hybris
C4C

SAP Business Suite


SAP CEC
Structured
interaction data:
Web clicks
Events
campaigns

Sentiment Engagement:

Target Groups:

Automatically understand
sentiments and engage

Use the selected contacts /


consumers in marketing
follow-up processes

Contact Engagement:

Contact / Consumer Masterdata

Merge unstructured and


structured data to understand
the contacts and their interests

Segmentation

Structured interactions

Customer

Marketing Data Management


hybris Marketing Data Management within SAP hybris Marketing is the new name for SAP Social Contact
Intelligence.
The menu in the UI has been changed, the workset
items of the former Social Contact Intelligence can be
found under Customer Data Management.

The configuration resides under


SAP hybris Marketing Data
Management

Customer

Customer Journey Insight

Overview

Customer

Value Proposition

INTUITIVE
UI

DISCOVER
journey
patterns

FIND
the
correlation
between
channels and
customer
behavior

TARGET
the right
marketing
activities to
the right
segment &
target group

IMPROVE
marketing
spend
effectiveness
and increase
marketing ROI

Customer

You need..

Customer Journey Insight


Customer

A Sneak Preview of Customer Journey Insight (I)

Access through
Data Management
workset

Detect customer
journey patterns
within a certain
period of time

Analyze up to 10
touchpoints in a
customer journey

Entry shows the


channel where
customers start
their journey

Identify the most


relevant assisting
channels according to
sequence and relative
size

Analyze top
journeys only,
avoiding the minor
ones

Hide filters to allow


more screen space
for journey visuals

Analyze all customer


journeys the lead to a
purchaseor, a buy

Identify channels
with the most
impact by their
width

Identify the most


commonly traveled
paths by path width

Hover over
journeys to see full
journey across all
touchpoints

Customer

A Sneak Preview of Customer Journey Insight (II)

Use the Highlight


feature to
emphasize the top
customer journey

Click to highlight a
specific customer
journey
Get extended information
on the number of unique
journeys and total
customers on highlighted
paths

Customer

A Sneak Preview of Customer Journey Insight (III)

Create a target group built


upon all customers on
selected and highlighted
customer journeys

Customer

Contact Engagement

Overview

Configuration

Customer

hybris Marketing Social Contact Intelligence


Contact Engagement

Understand

Engage & Nurture

Browse

your contacts and


consumers, understand their interests
and their activity

ALL

For

B2B: understand interactions &


interests of all contacts of
an account.

All

contacts and
consumers
All their interactions on
granular and aggregated
level

Contact

&
consumer
fact sheet with
cross channel
interactions &
interests
Flexible scores

Interactions from any


channel

Single

Profiles

Leverage

@
ERP/
CRM

web

social

insights and create


segmentation models for further
refinement.
For immediate action create target
groups

email

Customer

hybris Marketing Data Management


Contact Exploration

Contact
Engagement

Home Screen

Tile with contact


overview (overall
number of contacts)

Analyze contacts and


their intensity of activity
Filter and drill down
Understand interests,
channels
Create target group of
contacts
Handover
segmentation models
to ADT
Personalize focus area
via drag & drop
View list of selected
contacts

Segmentation

Optional: Continue
with segmentation
model in ADT
Create target groups

Campaign

Target Group
with Contacts

Target group with


interaction contacts
E.g., use target
group in Sentiment
Engagement as
filter.

Create campaign
Assign target group to
CRM Campaign &
replicate target group to
SAP CRM
File download of
contacts (CSV) for
forwarding to external
execution tool or
agency

Customer

hybris Marketing Data Management


Interaction Contact

Interaction Contact

The interaction contact includes contacts of any freely defined level (e.g. Anonymous, Self-Identified,
Qualified, and Business Partner):

Lower contact level: Contacts that have interacted with a company, but details, such as name or
email are not verified

Higher contact level: Contact details are available and verified, e.g. a Business Partner in SAP
CRM

Of course the levels can be configured according to the customers terminology and number of levels.

Customer

hybris Marketing Data Management


Interests and Timeline in Account and Contact Fact Sheet

Home Screen
(recent objects)

Contact Fact Sheet

Account Fact Sheet

Account Fact Sheet

Sentiment
Engagement

Contact Engagement

Target Group
with Contacts

Analyze contacts individually or in the larger


context of an account
Understand sentiments
Understand interests
Understand interactions and timeline
Analyze customer journey
Analyze scores
Navigate to
Campaigns
CRM leads, opportunities, activities
C4C leads
clicked web pages
browsed commerce sites
social media posts

Customer

hybris Marketing Data Management


Scoring Integration to Segmentation and Fact Sheets

Build Scoring Model

Analyze Scores in Contact / Consumer / Account


Fact Sheet

Define scoring models: Statistically trained and


calculated predictive scores or just plain-vanilla
calculated scores via stored procedures or HANA rules
engine.

Publish to ADT and fact sheets (Contact / Consumer /


Account)

Segment on contacts / consumers / accounts using


scores

Analyze the scores of individual contacts / consumers /


accounts

Segment Contacts/Consumers/Accounts by Scores

Customer

hybris Marketing Data Management


Buying History and Product Recommendations for Consumers

Build Recommendation Model

Analyze Buying History and Product


Recommendations in Consumer Fact Sheet

Define recommendation models: one-step or


multi-step based on Apriori algorithms
Publish to Consumer Fact Sheet
Analyze the recommended products

Customer

hybris Marketing Commerce Integration


Web Shop Personalization by Customer Segments

SAP CEI - Know your customers


Leverage the power of ADT for smart segmentation
by marketer including predictive analysis
Build tactical customer segments in ADT and
create campaigns per segment
Drop customers into segments and corresponding
campaigns

hybris - Design personalization

Define web shop personalization per customer


segment in hybris web content management and
assign to corresponding campaign

hybris - Interact personalized

Personalized shopping experience depending on


assignment of log-in user to customer segment and
corresponding campaign

Customer

hybris Marketing Commerce Integration


Web Shop Clickstream in Customer Journey

SAP CEI Customer Journey

Include shopping behavior into


Cross-channel Customer Journey
Scoring and Nurture
Segmentation and Campaign Execution

hybris Clickstream
Capture clickstream and detect interest in specific
products, product categories etc.
Aggregate clickstream to create Interactions in
Marketing
Record events like add to shopping cart or
shopping cart abandonment etc. and create
Interactions in Marketing

Customer

hybris Marketing Commerce Integration


Real-Time Product Recommendations for Cross & Up - Selling

SAP CEI Real Time Product


Recommendations
Build recommendation model using predictive
capabilities
Provide real-time product recommendations to web
shop customer

hybris Cross/Up-Sell
Propose products for cross/up-sell
You might also be interested in the following
products

Customer

hybris Marketing Adobe Experience Manager Integration


Web Experience Personalization

Personalized Web Experience by


customer segment

Define customer segments in CEI

Build personalized web experiences


for different customer segments in
Adobe

Test the success of the personalized


experience versus the generic
experience

Hand back clickstream data to CEI for


segmentation and campaign execution

Customer

hybris Marketing Adobe Experience Manager Integration


Personalized Web Experience by Customer Segment

SAP Customer Engagement


Intelligence - Know your customers
Leverage the power of ADT for smart segmentation by
marketer including predictive analysis
Build tactical customer segments in ADT and create
campaigns per segment
Drop customers into segments and corresponding
campaigns

Adobe Experience Manager Design personalization


Build personalized web experiences for
different customer segments in Adobe
Test the success of the personalized
experience versus the generic experience

Customer

hybris Marketing Adobe Experience Manager Integration


Web Clickstream in Customer Journey

SAP Customer Engagement


Intelligence Customer Journey

Include browsing behavior into


Cross-channel Customer Journey
Scoring and Nurture
Segmentation and Campaign Execution

Adobe Analytics - Clickstream


Capture clickstream and make available to
rapid deployment solution etc.
Aggregate clickstream to create Interactions in
Marketing

Customer

hybris Marketing
Data Sources

ADT
(Segmentation)

Mobile

Interaction
Contact

ERP
Contact

CRM
Contact

Hybris
Commerce

Contact
Fact Sheet

Social Sources
Connectors to Twitter, Facebook and Google+
RDS package available (see next slide)

Interaction Analysis
External interface to load interactions from 3rd party tools for e.g.,
Clickstream Monitoring, Email Execution, etc.
External data needs to be matched to import structure
RDS package available (see next slide)

Operational business documents


SAP CRM: Activities, Leads, Opportunities
SAP C4C: Leads, Opportunities

Interaction

C4C
Contact

Web
Interaction

Tweets,
Posts

ERP Contacts (replicated via SLT)


CRM Business Partner of role Contact (replicated via SLT)
hybris Commerce Clickstream
C4C Contact

Events

Survey

Email

Phone

etc.

Customer

hybris Marketing Data Management


RDS Package for Rapid Data Load

RDS Package for Rapid Data Load


service.sap.com/rds-dlh

Highlights:

Social media load - The solution allows


you to load data from social media
channels such as Twitter, Facebook
fanpages and Google+.
Interactions load - The solution allows
you to load interactions from different
sources, such as clickstream, e-mail,
and other documents.
Customer

hybris Marketing Data Management


Contact Engagement File Import of Interaction Contacts & Interactions

File Import of Interaction Contacts & Interactions

For sources that do not warrant


automated integration for import
of Interactions and Interaction
Contacts, there is a file import
option
The csv file import of Interactions
and Interaction Contacts serves
the same interface as the
automated import.
Click on Download Example
CSV File to download a
template incl. example data and
instructions

Customer

hybris Marketing Data Management


Contact Engagement Configuration

hybris

Marketing Data Management Contact Engagement is delivered with preconfiguration and can be use out-of the box. Nevertheless some adjustments might be
necessary in order to adapt Contact Engagement to customer needs.
You can find all available customizing settings in SPRO under SAP hybris Marketing
Data Management Contact Engagement.
The

following question might help to identify settings that have to be adjusted:

Does the customer run Contact Engagement in B2B or B2C or both?


-> e.g. answer could have an impact on Job Functions, Departments, Industries and
Settings or Contact Engagement filters

Besides the delivered Origin of Contact IDs, are there any other?

Which Social channels should be integrated besides FB, TW, G+

In addition to the delivered Interactions Types, are there any other that should be
tracked?

Which Contact Engagement Filters should be available on the Contact Engagement


UI?
Note: Filers are based on attributes of the Interaction Contact

In standard customizing merging of contacts is done based on email address. Does


the customer want to merge contacts on additional attributes e.g. Telephone Number?
If yes the BAdI Search Interactions Contacts to Match New Interactions has to be
enhanced

Customer

hybris Marketing Data Management


Features

Overview Area. Shows the


detailed counts of the
filtered contacts (summary
and contact levels)
Contact Levels can be used
for filtering for all areas
below.

Activity Timeframe Filter.


Allows to filter by the
interactions creation time
period.
Timeframe filters influence
the Work Area with
Interests, Channels and
Contacts.

Filter Area. Allows to filter


by contact attributes.
It influences the number of
contacts shown and the
interactions of these
contacts respectively

Work Area. Allows to


analyze the interactions of
the filtered contacts during
the filtered time period.

Action Area. Allows to


create target groups or
segmentation models for the
contacts that were filtered in
the Filter Area and Work
Area.

It also allows to select


Interests or Channels. Then
contacts with these
interactions are prepared for
the Action Area.

Screen Areas
Details & Navigation

Customer

hybris Marketing Data Management


Features

Click on Contact Level boxes to filter


everything only by this Contact Level.
Default: Include all Contacts.

Change filter period for


interactions

Number of Contacts that


are selected and could
be put into a target group

Add new filter tiles


(attributes of Contacts)
Sort filter tiles by drag
and drop.

Different views on the


interactions

Select Interests by
clicking on them for
target group (or click on
channels in channel
view)

Create a new target


group with the selected
contacts

Create a new
segmentation model
including all filters as
segmentation nodes

My past 5 Target groups


(default of tray is
collapsed)

Screen Areas
Details & Navigation

Customer

hybris Marketing Data Management


Features

Contact List. Displays all


selected contacts.
Note: The contact tab only
supports display, no selection
for target audience is
possible.

Click on header of column to

Sort or filter on this column

Add or remove additional


columns.

Screen Areas
Details & Navigation

Customer

hybris Marketing Data Management


Easy Extensibility

Pre-defined fields for types BOOLEAN,


TIME, DATE, NUMBER, DECIMAL
and TEXT.

Pick and appropriately label the fields


you need

Your new fields are automatically


activated to be available in the
following places:

Excel template for upload

Contact OWL

Contact Fact Sheet

Segmentation Profiles for Contact and


Consumer

Customer

hybris Marketing Data Management


Contact OWL / List Management

The Contact List UI provides housekeeping


services like match, merge, enrich
The contact list serves as a starting point for
displaying and editing single contacts
New contacts can easily been created
Compare contacts to identify duplicates and
if necessary merge them
Sort and filter the various contact details
when searching for a contact in the contact
list
Upload function to upload new contacts from
a CSV file
Create a new target group and add contacts
from the contacts list

Customer

Sentiment Engagement

Overview

Configuration

Customer

hybris Marketing Marketing Data Management


Sentiment Engagement

Listen & Monitor

Campaign Execution

The Social Web Traditional Channels

Engage & Nurture

Monitor Sentiments on your


brands, understand interests, see
new topics rising, identify main
contributors.

Any unstructured data from


public social media or other text
based sources like email,
complaints

Engage with Contacts in the


channel, collect contacts into
target groups or collaborate
with SAP JAM.
For a target group understand
sentiments and topics of all
those contacts.

Merge in other
interaction channels

Nurture contact profile

Segment contacts on
all interactions

Forward to campaign
execution

Customer

Marketing Data Management


Sentiment Engagement Overview

SAP CRM

Nurture

Contacts

Interactions

SAP HANA
Text Analysis (NLP)

SAP HANA

Data Acquisition Options:

Multichannel Campaigns

The Social Web Traditional Channels

Engage

Application Brief:

Response & Engage

Listen & Monitor

Data acquisition from public social


media and internal sources (e.g.
email, etc.)
Automated text data processing with
SAP HANA Text Analysis (NLP)
(currently supported languages for
voice-of-customer-extraction
including sentiments: English,
simplified Chinese, German, French,
and Spanish)
Matching with CRM / ERP / Cloud for
Customer contact data. Adds
interactions to contact profiles
HTML5 prebuild analysis and
engagement for social posts and
unstructured internal text sources
Creation of target groups to follow up
in SAP CRM or any other
multichannel campaign tool.

Customer Implementation: Direct interface to social media channels need to be implemented by customer (e.g., with

Python, as described on SCN for Twitter)


Rapid data load RDS including direct connectors to Twitter, Facebook (own pages only) and Google+.

Customer

Comparison of Data Harvesting Options

Direct Connector

Rapid Data Load RDS

Availability

Available (customer to
implement)

Available, see
service.sap.com/rds-dlh

Scope

Customer-defined, see
sample here:
http://scn.sap.com/docs/
DOC-53824

Connectors via data services


to: Twitter, Facebook (own
pages only) and Google+

Logic (e.g.
exclude terms,
etc.)

Depending on channel
API

Depending on channel API,


additional logic needs to be
implemented in dataflow

SLA

Depends on stability of
API, customer must care

Depends on stability of API,


customer must care

Costs on top of
implementation

RDS license

Data volume

Restricted by the social


channel API

Restricted by social channel


API
Customer

Social Contact Intelligence


Sentiment Engagement Process

Data Harvesting

Collect posts from internal and


external sources
Posts interpreted by SAP HANA Text
Analysis
For test purposes a direct twitter
connection can be used

Home Screen

Sentiment
Engagement

Overview on sentiment ratio


and post ticker.

Focus on arbitrary target


groups
Filter by sentiment,
channel, or free text search
Identify interests and top
contacts from posts
Analyze trends

Post Group with


Contacts

Create post group


Assign / put posts to
post group
Create target group with
users
Send as email
Discuss in SAP Jam
Customer

Marketing Data Management


Sentiment Engagement Prerequisites and Results

When introducing Sentiment Engagement, there is a number of typical questions that have to be
answered.

Data Harvesting & Connected Channels


Prerequisites

Results

Clarification which internal and external data sources are to be


connected to sentiment engagement
Clarification on data providers and cost. Data may be harvested
via data providers, directly from social networks, or from internal
sources.
Clarification of legal aspects considering local regulations and
conditions of the data providers
Check technical details of integration with the individual data
sources

All aspects of data harvesting


clarified

Customer

Marketing Data Management


Sentiment Engagement Prerequisites and Results

Follow-up Processes
Prerequisites

Results

Sentiment engagement allows you to bundle posts in groups.


Which follow-up processes on post groups are required? Which
processes are covered by the delivered functionality and for which
processes a project-specific solution is required (BAdI
implementation)?
In case of a project-specific solution: Clarify technical details of
integration to external systems.

Follow-up processes specified

Matching Social Media Accounts to Contacts From Other Sources


Prerequisites
Results
Running sentiment engagement together with contact
engagement, social media accounts can be matched to contacts
from CRM or other sources. Is this intended?
If yes how shall this match be done? In the standard, a match by
the email address is provided. For project solutions there is a BAdI
available for customer-specific matching criteria.
Matching contacts the match rate is key. Check if the expected
match rate can be achieved with the available data.

All aspects of matching social media


accounts to other contacts are
clarified.
Customer

Marketing Data Management


Sentiment Engagement Configuration

Note: the configuration steps are found under the product SAP
hybris Marketing, Data Management
For Sentiment Engagement some configuration is necessary:
1. Define Settings for Social Media Integration
Mandatory Basically defines the channels from which data can be harvested
plus some information on the channels

2. Create Action IDs and Implement BAdI


Optional Specify customer-specific follow-up actions to be performed for
groups of collected posts

Customer

Sentiment Engagement
Inbound Data Flow (focused on Facebook, Twitter)
Foundation Layer

Note: Graph API of facebook doesnt provide public posts any more,
see https://developers.facebook.com/docs/apps/changelog
Public https://developers.facebook.com/docs/apps/upgrading

Fan pages**

Proprietary
connectors

All available
posts on fanpage

SAP Data Services /


Harvesting Connector

Public

All available
tweets

Posts

Personal
data
Legal framework /
Consent
Management

All available personal data via published API


Customer has to agree upon respective ToU

Note: to comply with data privacy laws, customer


must have valid privacy statement on his fanpage.

SAP Fiori

SAP yMKT

SAP CRM
Foundation layer stores inbound
data.
Legal framework provides
anonymization & deletion services
on personal data

** Facebook Fan pages: Customers need to


provide their facebook logon credentials to
datasift/gnip in order to retrieve data.

SAP Applications

Applications sit on data of


the foundation layer

Customer to sign license contract with SAP for application(s).


Customer is Data Controller.
For OnPremise, customer is Data Processor, for cloud, SAP is Data
Processor

ToU: Terms of Use

Customer

Enriching Consumer Profiles

With the consumer:

Make the consumer share his information

Crucial: Offer an incentive like lottery,


additional gift, extended warranty, ease
of process

Benefit: Allows to obtain consent of


consumer which is necessary to be
legally save

Negative: Takes a while to build up


matched consumer base

Without the consumer: (2 Options)


1. Use calculation power with more or less
sophisticated algorithms:
Quickly builds up a matched consumer
base.
May lead to false assignment, many
assignments difficult to do, e.g., how
many Peter Smith are around?
Legally prohibited in some countries (e.g.
in Europe)
2. Buying address data,
e.g., from Versium or Axcion
Quickly, builds up a matched consumer
base.
Legally prohibited in some countries (e.g.
in Europe)

Customer

Data Privacy Features

Overview

Configuration

Customer

Dimensions relevant for data privacy


Overview

Disclaimer:

Source -> Person -> Data Location -> Customer Location Customers must verify with
their legal department

Network/forum
where posts are
created
The networks / forums
define how the
created data can be
use in their Terms of
Use. Data collection
must comply to these.

Persons creating
messages/posts

In general those persons that


create messages or posts own
these posts and their personal
data.
In several countries (e.g. in the
European Union) it is
mandatory to obtain a valid
consent of the person to
collect its data for the defined
purpose legally.

Note: all these dimensions add up, e.g. without consent of a


person living in the European Union, its data shall not be collected.
Even though it would be allowed to store it on some non-dataprivacy restricted island by a company in an unrestricted country.

Location of the data


processing/storage

Location of the
customer using the
collected data

The location of data storage


determines which data privacy laws
apply additionally.

The location of customer


determines which data privacy
laws apply additionally.

In several countries (e.g. in the


European Union) data storage of
personal data is restricted to data of
persons that have a valid consent of
the person to collect its data for the
defined purpose. This includes that
data of persons living in countries
without data privacy laws cannot be
stored (un-anonymized) without their
consent.

In several countries (e.g. in the


European Union) data use of
personal data is restricted to data
of persons that have a valid
consent of the person to use its
data for the defined purpose.
This includes that data of
persons living in countries
without data privacy laws cannot
be used without their consent.

Customer

Components
The following are the components of the data privacy implementation in
Social Intelligence

Consent Management
Defining consent mechanism
for social media posts based
on retrieval mechanism,
channel, and country
Scheduling background jobs
and work on the harvested
data

ILM Features
Archiving allows for clean-up
of data in the database tables
based on residence time
Handling retention time Legal
Hold (features supported by
ILM) with ILM Objects

Customer

Configuring Consent Management Prerequisites (1/2)


Activation of Business Function
To activate the business function for Consent Management, proceed as follows (you might need additional authorization for
the following steps):
1.

Enter the transaction SPRO.

2.

Navigate to Activate Business Functions.

3.

Navigate to ENTERPRISE_BUSINESS_FUNCTIONS FND_SOMI_CM

4.

Go through the documents and Activate.

After successful activation of business function, the following node is visible in IMG
Cross-Application Components Processes and Tools for Enterprise Applications Social Intelligence Social
Consent Management

Customer

Sentiment Engagement (with Text Analysis on SAP HANA)


Configuration options & supported languages
For details on the
language support refer to
Text Analysis Language
Reference Guide

Voice of Customer
identifies the
sentiment
Extraction Core
identifies the who,
what, when,
where, how much

Customer

Features
Sentiment Engagement

Filter Panel: Selects


the posts to be
available for analysis
and follow up.

Follow up Area. (collapsed


by default).

Analyses Panel. Allows for analysis to


answer basic questions like How did
the number of posts evolve over the
time? or What are the most important
upcoming interests?

Allows creation of post


groups that collects posts for
follow up actions

+ : Add more charts

# of posts and sentiment


ratio after filtering

Select Chart type:


Number of Posts
Average Sentiment
Top Interests
Top Tags

Filter by target group of


interaction contacts

x : Close chart

Time selection
Sentiments derived by Text
Analysis in SAP HANA

Remove all filters

The channels the posts are


coming from

User ID in Channel. Links


directly to the user profile in
the respective channel, e.g.
a particular twitter profile

Interests defined by your


marketing department.
Mapped against tags that
were found by Text Analysis

Contact. Links directly to


the contact profile in the
customer engagement
intelligence.

Top contacts authoring the


filtered posts

Tags in the posts that were


found by text analysis or
arbitrary context information
provided by the cannel the
posts are coming from

Single post. You can


select single posts, reply by
jumping into the post in the
respective channel (e.g. the
social media network)

Posts Panel. Allows


selection for follow
up actions on posts
in follow up area.

Screen Areas
Details & Navigation

Customer

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