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OVERVIEW
SCENARIOS
CONFIG
Explain Marketing
Data Management*
Configure the
scenarios
*Note: Marketing Data Management within SAP hybris Marketing is the new name
for SAP Social Contact Intelligence
Customer
all interactions
Develop people from anonymous contacts to highvalue customers and brand advocates
Business Benefits
Intelligence
through Predictive
Analytics
Personalized
targeting &
orchestration
Campaign execution
in all channels
Personalized commerce
Financial data
Interaction center
Lead, Opportunity
Traditional channel
Capturing response
Marketing Data Management within SAP hybris Marketing is the new name for SAP Social Contact Intelligence
Customer
Overview
Customer
Customer
Overview
Configuration
Customer
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
Sentiment Engagement:
Target Groups:
Automatically understand
sentiments and engage
Contact Engagement:
Segmentation
Structured interactions
Customer
Customer
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..
Access through
Data Management
workset
Detect customer
journey patterns
within a certain
period of time
Analyze up to 10
touchpoints in a
customer journey
Analyze top
journeys only,
avoiding the minor
ones
Identify channels
with the most
impact by their
width
Hover over
journeys to see full
journey across all
touchpoints
Customer
Click to highlight a
specific customer
journey
Get extended information
on the number of unique
journeys and total
customers on highlighted
paths
Customer
Customer
Contact Engagement
Overview
Configuration
Customer
Understand
Browse
ALL
For
All
contacts and
consumers
All their interactions on
granular and aggregated
level
Contact
&
consumer
fact sheet with
cross channel
interactions &
interests
Flexible scores
Single
Profiles
Leverage
@
ERP/
CRM
web
social
Customer
Contact
Engagement
Home Screen
Segmentation
Optional: Continue
with segmentation
model in ADT
Create target groups
Campaign
Target Group
with Contacts
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
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
Home Screen
(recent objects)
Sentiment
Engagement
Contact Engagement
Target Group
with Contacts
Customer
Customer
Customer
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 Cross/Up-Sell
Propose products for cross/up-sell
You might also be interested in the following
products
Customer
Customer
Customer
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)
Interaction
C4C
Contact
Web
Interaction
Tweets,
Posts
Events
Survey
Phone
etc.
Customer
Highlights:
Customer
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
Besides the delivered Origin of Contact IDs, are there any other?
In addition to the delivered Interactions Types, are there any other that should be
tracked?
Customer
Screen Areas
Details & Navigation
Customer
Select Interests by
clicking on them for
target group (or click on
channels in channel
view)
Create a new
segmentation model
including all filters as
segmentation nodes
Screen Areas
Details & Navigation
Customer
Screen Areas
Details & Navigation
Customer
Contact OWL
Customer
Customer
Sentiment Engagement
Overview
Configuration
Customer
Campaign Execution
Merge in other
interaction channels
Segment contacts on
all interactions
Forward to campaign
execution
Customer
SAP CRM
Nurture
Contacts
Interactions
SAP HANA
Text Analysis (NLP)
SAP HANA
Multichannel Campaigns
Engage
Application Brief:
Customer Implementation: Direct interface to social media channels need to be implemented by customer (e.g., with
Customer
Direct Connector
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
Logic (e.g.
exclude terms,
etc.)
Depending on channel
API
SLA
Depends on stability of
API, customer must care
Costs on top of
implementation
RDS license
Data volume
Data Harvesting
Home Screen
Sentiment
Engagement
When introducing Sentiment Engagement, there is a number of typical questions that have to be
answered.
Results
Customer
Follow-up Processes
Prerequisites
Results
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
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
Public
All available
tweets
Posts
Personal
data
Legal framework /
Consent
Management
SAP Fiori
SAP yMKT
SAP CRM
Foundation layer stores inbound
data.
Legal framework provides
anonymization & deletion services
on personal data
SAP Applications
Customer
Customer
Overview
Configuration
Customer
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
Location of the
customer using the
collected data
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
2.
3.
4.
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
Voice of Customer
identifies the
sentiment
Extraction Core
identifies the who,
what, when,
where, how much
Customer
Features
Sentiment Engagement
x : Close chart
Time selection
Sentiments derived by Text
Analysis in SAP HANA
Screen Areas
Details & Navigation
Customer
Customer