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Marketing como habilitador principal de las venta
Vikas Venugopal Director of Marketing Solutions and Strategy
2 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
I am socially networked.
I am better informed.
I am an individual.
I am digitally connected.
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 3 Confidential
CONTEXT MAKES
THE DIFFERENCE.
What does this mean for a Marketer
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 4 Confidential
THIS IS WHAT MARKETERS
DO TODAY!
Marketers bombard customers
with irrelevant messages.
Not targeted, not relevant.
WEAPONS OF MASS DISTRACTION.
Enough is enough. AD
VE
RT
ISIN
G
EM
AIL
SO
CIA
L
MO
BIL
E
WE
B
What do marketers do today?
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 5 Confidential
WHAT THEY
HAVE DONE
WHAT THEY
MAY DO
WHAT THEY
ARE DOING NOW
REAL-TIME
INDIVIDUALIZATION PRESENTATION
OF RELEVANT
CONTENT
THE
CUSTOMER
TOUCHPOINTS
Our solution is fundamentally different
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 6 Confidential
Target the right customers and discover the right audiences
Understand what your customers are thinking and saying
Predictions for buying propensity and recommended offers
Create, execute, and track sales and marketing initiatives
Follow conversations and understand customer affinities
Lead from anonymous contact to customer buying
Customer Engagement Intelligence
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 7 Confidential
COMBINE
massive amount of data from all available sources
SEGMENTATION
of very large data sets
PREDICTIVE
power to focus engagement on the most receptive opportunities
REAL-TIME
analysis of very large data set of orders, invoices, and financial transactions
Customer Engagement Intelligence
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 8 Confidential
Maximum ROI with intelligently integrated e-mails
Autopilot remarketing to save retailers time
Personalized with product interest scoring
8
Individual
Website visitor
Real time API
Real time API
Cart Abandon
8%
Browse Abandon
44%
2.6% Online
purchase 11%
SeeWhy – Remarketing across the entire funnel
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 9 Confidential 9
Customer Engagement
Intelligence Data aggregation, customer
profiling & targeting. 140
customers.
SeeWhy Real time signals of intent,
remarketing
>4,000 customers
New
Context
Engine
New
Campaign
Orchestration
New front office
Integrations
New advertising via
Facebook, Krux +
New profiling of
anonymous and ID’d
customers ID
New planning
module
A new approach, built with great DNA
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 10 Confidential
Central customer profile, target
groups & campaigns integrated to
hybris E-Shop
Personalized shopping experience
Tracking shopping behavior and
buying patterns to enrich customer
journey
Segment and target across all
channels, including commerce
E-Shop product recommendation
based on omni-channel customer
profile and buying behavior
Product recommendation
Track
Customer
Interactions
Omni-Channel Profiles, Target groups
& Campaigns
Personalized Shopping
Experience
Integration with Commerce
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 11 Confidential
Insights Agility Experience
360° customer profile:
Blend together
transactional, web, and
social data. Manage both
identified and anonymous
customers.
Align the marketing with increased visibility into marketing plans and processes.
Deliver a simplified,
consistent and relevant
engagement experience
throughout pre and post-
buy journeys.
Three key pillars
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 12 Confidential
Intelligence through Predictive
Analytics
Personalized targeting & orchestration
Explore & gain insights
Events & interactions from all channels
Campaign execution in all channels
Plan, measure & optimize
Market data & events
Sales & service data
Financial data
Big data industry
Social media, web E-mail, sms, traditional
Lead, opportunity
Interaction center
Personalized commerce
Digital & social channel
Capturing response
Enabling complete digital marketing process
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 14 Confidential
Thank You!
Vikas Venugopal Director of Marketing Solutions and Strategy [email protected]