SAP Hybris Marketing SAP Summit 2016 PDF Free Download

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SAP Hybris MarketingSAP Summit 2016Matthias Reiner, PMPProduct Expert, SAP Hybris Marketing Product DevelopmentApril 2016

AgendaSolution Introduction - Why SAP Hybris Marketing?Project ExamplesTypical Architecture

CONTEXT MAKESTHE DIFFERENCE.

DATA IS THE FUEL TOOPTIMIZE CUSTOMEREXPERIENCE ANDBUSINESS RESULTS.

LEGACY APPLICATIONS,INTEGRATION, AND DATASILOS MAKE THISIMPOSSIBLE TODAY.CRM. WEB CMS. MOBILE.MARKETING. OMS. STORES.CONTACT CENTERS. ETC.

WE ATTACKTHE COREOF THISPROBLEM

AgendaSolution Introduction - Why SAP Hybris Marketing?Project ExamplesTypical Architecture

The Customer INumber of employees 10.000hybris Commerce customerMultiple BrandsSports Fashion IndustrySubsidiaries on all continentsHeadquarter in APJUsing a variety of consumer facing applications 2016 SAP SE or an SAP affiliate company. All rights reserved.Internal12

Key Objectives:Marketing Execution Platform:Given the market position a overall marketingplatform is essential.One Database for Consumer Centric Information:All of the relevant consumer centric informationshould be captured in a database to be a basis forany analytics and insight.Reusability and Extensibility:The implemented solution should be reusable andextensible, ie. integration of foot ID, POS etc. 2016 SAP SE or an SAP affiliate company. All rights reserved.Internal13

The Consumer Engagement ProcessScopeLoadExplore & TargetEngage3421EventsWeb ShopFactsheetScoringCampaignMarketing onCMO Dashboard 2016 SAP SE or an SAP affiliate company. All rights reserved.Internal14

The PortfolioScopeSAP HYBRIS nversionRetention/Loyalty*Recommendation3rd PartyApplications(for data & execution)SAP ApplicationsSAP SalesSAP ServiceBatch & EventsBatch & EventsSAP ERP/FMSAd ProvidersSocial providershybris CommerceSports CommunitySAP CARMarketing Data Management* Open Beta (global)Email EnginesScopeGeneral Availability 2016 SAP SE or an SAP affiliate company. All rights reserved.Internal15

Project TeamProject LeadMarketing yCampaignManagementInsightsBusiness LeadyMkt DeveloperTechnical e.g. dAdvisorin onalERP,ManagementCRM)areas5 Project Team Members

The Customer IINumber of employees 100.000Big SAP FootprintMultiple BrandsConsumer Electronics IndustrySubsidiaries on all continentsProject limited to SEA 2016 SAP SE or an SAP affiliate company. All rights reserved.Headquarter in APJUsing a variety of consumer facing applicationsInternal20

The Consumer Engagement ProcessScopeLoadExplore & TargetEngageE-MailEventsCall CenterEventsLifestyle AppEventsFacebookProfileFactsheet1EventsProfile App4321ScoringMarketing DataManagementPushCampaignFacebook AdsSegmentationSMSReporting 2016 SAP SE or an SAP affiliate company. All rights reserved.Internal21

The PortfolioScopeSAP HYBRIS nversionRetention**RecommendationSAP ApplicationsSAP SalesSAP Service3rd Party Applications(for data & execution)Email EnginesBatch & EventsBatch & EventsProfile AppSocial Login forFacebook ProfileOwn Push, Email &SMS ProviderSAP ERPhybris CommerceCall CenterMarketing Data ManagementPhase OneGeneral Availability 2016 SAP SE or an SAP affiliate company. All rights reserved.Internal22

Implementation ApproachPhased approachPHASE ONE – Fast delivery of the foundationPilot one region, country, division or brandInstallation & SecurityIntegrate max. 3 data sourcesKey processes & functionalityEnable the region and key usersHigh level design for next phasePHASE TWO – Rollout & EnhanceRollout to other countries, regions, divisions, brands, Integrate further data sourcesEnhance processes & functionalityDo a full hand over to operationsPhase 1Phase 2PHASE n .Phase n 2016 SAP SE or an SAP affiliate company. All rights reserved.Internal24

Rapid Deployment SolutionsLeverage existing SAP Best PracticeTwo SAP Hybris Marketing Rapid Deployment Solutions offer a rich set of preconfigured content to decrease therisk and increase the value you get out of your project.SAP Hybris Marketing rapid-deployment solution V7.12*Rapid Data Load for SAP Hybris Marketing V4.12** A subset of both RDS is taken into account to maximize the value for you. 2016 SAP SE or an SAP affiliate company. All rights reserved.Internal25

Lessons Learned Align the data harvesting & usage with the customer legal department- Make sure to include all subsidiaries Dedicated project management to orchestrate all involved parties is crucial Involve the security team as soon as all integration points are defined (inbound & outbound) Existing architecture policies need to be validated and aligned with the business scope Check the data completeness and quality to make sure that the scope is feasible Implementation approach should be step by step to evaluate & leverage new functionality Business involvement is key and should be done continuously 2016 SAP SE or an SAP affiliate company. All rights reserved.Internal26

AgendaSolution Introduction - Why SAP Hybris Marketing?Project ExamplesTypical Architecture

ArchitectureExample for On Premise and Private Cloud – Inbound PerspectiveWeb Dispatcher[in DMZ]Lifestyle/ConsumerAppPushUserSecurity & RoutingCRMEventsBusiness PartnerMarketingOne Order ObjectProduct MasterInteraction ContactInteractionProductReplication ServerPullMarketing PermissionMKTCRMPassing throughHANAData ServicesDWHETLClient MasterPullSLT ReplicationHANA Virtual Data Models & Extraction 2016 SAP SE or an SAP affiliate company. All rights reserved.Event DataoData IC & IA API Data ServicesInternal28

ArchitectureExample for On Premise and Private Cloud – Outbound Email PerspectiveSAP Hybris Marketing[in customer network]PUSH T Email SendyMKT Bounce ProcessingAction ListenerAmazon AWS[in the Internet]SES Inbound (Email L BouncesSQS (Queue Service)SES OutboundPush EmailsSuccess or Fail/BounceResponsePushWeb Dispatcher[in DMZ]Security & Routing 2016 SAP SE or an SAP affiliate company. All rights reserved.Open & ClickEmail Provider forConsumers in the InternetPushGooglemail, Hotmail, Yahoo, .Internal29

2016 SAP SE or an SAP affiliate company. All rights reserved.No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company.SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliatecompany) in Germany and other countries. Please see ht/index.epx for additional trademark information and notices.Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors.National product specifications may vary.These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP SE or itsaffiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP SE or SAP affiliate company products andservices are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed asconstituting an additional warranty.In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to developor release any functionality mentioned therein. This document, or any related presentation, and SAP SE’s or its affiliated companies’ strategy and possible futuredevelopments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any timefor any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forwardlooking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to placeundue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions. 2016 SAP SE or an SAP affiliate company. All rights reserved.Internal32

SAP Hybris Marketing rapid-deployment solution V7.12* Rapid Data Load for SAP Hybris Marketing V4.12* * A subset of both RDS is taken into account to maximize the value for you. . Existing architecture policies need to be validated and aligned with the business scope