Fachkundig beraten Enterprise Marketing Automation
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19.09.2016
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Marketingherausforderung - Vernetzter Kunde
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19.09.2016
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Customer Centrity vs. Customer Touchpoints CHANGE ADDRESS
PRINT WEB
DISCOVER NEED
DIGITAL ADS
RECEIVE OFFER
SOCIAL
RESEARCH
WEB SHOP CONTACT CENTER
WORD OF MOUTH
TV
EMAIL
RETAIL STORE
SHOP & BUY
SOCIAL
CONTACT CENTER
POST REVIEW
MAKE PAYMENT
WEB SHOP REVIEWS
SUPPORT PORTAL
JOIN GROUPS
TRACK ORDER
SETUP PHONE RECEIVE PACKAGE
? SEARCH KW/ADS
?
MISSING ITEM
SUPPORT PORTAL
? BRANDED COMMUNITY
NETWORK ISSUE
CONTACT CENTER
WEB SHOP
BILLING ISSUE
CONTACT CENTER
RETAIL STORE
SOCIAL
PHONE DAMAGE
RESTART SERVICE
TERMINATE SERVICE
RECEIVE OFFER
RETAIL STORE
REFER FRIENDS
CONTACT CENTER
WORD OF MOUTH
EMAIL
SOCIAL
© 2015 SAP SE or an SAP affiliate company. All rights reserved.
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BEWUSSTSEIN
CHANGE ADDRESS
ENTSCHEIDEN PRINT WEB
DIGITAL ADS
DISCOVER NEED
RECEIVE OFFER
RETAIL STORE
SOCIAL
RESEARCH
SEARCH KW/ADS
WEB SHOP CONTACT CENTER
WORD OF MOUTH
TV
EMAIL
WEB SHOP
AKTION
REVIEWS
CONTACT CENTER
POST REVIEW
MAKE PAYMENT
BENUTZEN ? SUPPORT PORTAL
JOIN GROUPS PRODUCT SETUP PHONE SUPPORT
TRACK ORDER
SHOP & BUY
SOCIAL
RECEIVE PACKAGE
MISSING ITEM
? SUPPORT PORTAL
BEWERTEN ?
WEB SHOP
BILLING ISSUE
CONTACT CENTER
DELIVERY NETWORK ISSUE ISSUE
CONTACT CENTER
INTERESSE
AKTION
BRANDED COMMUNITY
RETAIL STORE
DAMAGED PHONE DAMAGE ITEM
ADDITIONAL RESTART SERVICE PURCHASE
TERMINATE RETURNS SERVICE
RECEIVE OFFER
RETAIL STORE
ENTSCHEIDEN
SOCIAL
BENUTZ!!!EN
REFER REFER FRIENDS FRIENDS
CONTACT CENTER
WORD OF MOUTH
EMAIL
BEWERTEN EMA ist relevant weil jeder Kunde seinen eigenen Weg geht !
SOCIAL
© 2015 SAP SE or an SAP affiliate company. All rights reserved.
4
Customer Journey EMA UseCase: Besucheridentifikation und Matching
Anonyme Web Session: Produktansicht Discovery Phase
?
Anonyme Web Session: Produkt Suche
Anonyme Web Session: Newsletter subscription
Beschaffung von Details
Referenzierung Freunde
?
…
[email protected]
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Facebook Post
19.09.2016
Joe Kaeser
Joe Kaeser
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Customer Journey EMA UseCase: Besucheridentifikation und Matching Anonyme Web Session: Produktansicht, Discovery Phase
?
Anonyme Web Session: Produkt Suche
?
Anonyme Web Session: Newsletter subscripti on
Beschaffung von Details
Joe@gmail .com
Facebook Post
Joe Kaeser
Referenzierung Freunde
Joe Kaeser
…
Im Hintergrund…
?
?
60 % Session 1
80 % Session 2
Session 3
Identifikation und Session Matching Cross-Session Matching nutzt technische Attribute und das Nutzerverhalten. Mid Term: Cross-Device Matching
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ID Matching und Anreicherung
Matching von unterschiedlichen IDs aus verschiedenen Quellsystemen, die Anreicherung von Profilen mit dem Profilmechanismen von 3rd Party-Anbieter, z.B.Social Media Daten.
19.09.2016
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SAP HYBRIS MARKETING: End-to-End Events & Interaktionen
Zusammenführung, Kontext, Interessen & Matching & Prognosen Anreicherung
Personalisierte Ansprache & Inszenierung
Kampagnendurchführung in allen relevanten Kanälen
Loyalty data
Mobile & social channel
Market data & events
Digital channel
Sales & service data
Personalized commerce
Financial data
Interaction center
Industry data
Lead, opportunity
Social media, mobile, IoT
E-mail, sms, traditional
Extensions
Extensions
Reaktion erfassen
Planung, Messung & Optimierung
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19.09.2016
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SAP Hybris Customer Engagement & Commerce Portfolio @ web
mobile
In store/branch
contact center
digital goods
marketplace
social
IoT
sms/notificatns
Search kw/ads
digital ads
email
print
agent tools
API
PCM/PIM
WCMS
COMMERCE
MARKETING
SERVICE
SALES
BILLING
Billing/Invoicing
Order Management SAP Hybris Profile Infrastruktur
CEC Foundation – HANA/YaaS Cloud Platform
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19.09.2016
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SAP HYBRIS MARKETING: Lösungsübersicht SAP HYBRIS MARKETING SAP Email and SMS Planning
Insight Acquisition
Convert
Segmentation
Loyalty Recommendation
3rd Party Applications (for data & execution)
1st Party Applications Commerce Sales, Service
Email Engines
Batch & Events
Batch & Events
ERP, CRM, etc.
Ad Providers Social providers
CAR, Billing, etc.
Mobile providers
Marketing Data Marketing DataManagement Management SAP HANA
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19.09.2016
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Ihre Ansprechpartner Mario Henzler Tel.: +49 (711) 719 188-0 E-Mail:
[email protected] www.roedl.de/it-services
Ingo Eck Tel.: +49 (711) 719 188-0 E-Mail:
[email protected] www.roedl.de/it-services
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19.09.2016
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