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SAP Best Practices for SAP S/4HANA
Scope 1603 – Cloud Marketing Edition
Business Priority View
last update: 2016-01-27
SAP Best Practices for
Cloud Marketing Edition 2016
Value Proposition
•
The SAP Best Practices for SAP S/4HANA are tailored specifically to
accelerate and simplify the adoption of SAP S/4HANA, cloud marketing
edition for faster time to value, by providing pre-configured content for core
business processes with role specific, responsive and simple UX.
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
Business Benefits
•
Develop a deeper understanding of your customers and
prospects and understand the real-time intent of each of
them
•
React quickly to opportunities; align your teams and
resources and understand marketing performance.
•
Engage each customer in an individual way that nudges
them toward conversation
Customer
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SAP Best Practices for
Scope Coverage in 2016: Cloud Marketing Edition
SAP BEST PRACTICES FOR SAP S/4HANA CLOUD MARKETING EDITION
Strategic
Marketing
Marketing
• Marketing Lead Management
• Consumer and Customer
Analytics
• Marketing Recommendation
• Marketing Executive
Dashboard
Integration
• Load social media for S/4
HANA, cloud marketing
edition
• File based data load for S/4
HANA, cloud marketing
edition
• Marketing Planning
• Contact Segmentation and
Campaign Execution by EMail and SMS
• Segmentation and Campaign
Execution with Facebook
• Paid Search Campaigns
• Segmentation and Campaign
Execution for Newsletters
Legend:
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
Business Priority
E2E Solution
Integration
• SAP Best Practices
Customer
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SAP Best Practices for SAP S/4HANA
Scope 1603 – Cloud Marketing Edition
Scope Item Details
Marketing
Marketing Lead Management
Marketing Lead Management allows marketing professionals to define and maintain rules for lead scores and lead
stages without support from business analysts or data scientists.
Marketers can fine-tune scores together with sales and create lead stages based on company-specific requirements.
Optional integration with Cloud for Customer (C4C) allows progression of leads to action stages with full visibility of
success back from the Campaign level.
Key process steps
Business benefits
 Create building blocks
 Define lead stages and assign building blocks
 Create segmentation model based in created building
block
 Create and release target group
 Create C4C leads Campaign (requires C4C
integration!)
 Analyze campaign success
 Marketing professionals can work self-contained and
fine-tune scoring rules based on available data and
alignment with sales
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
 Optional integration with C4C helps to improve the
overall quality of marketing generated leads
Customer
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Marketing
Consumer and Customer Analytics
Bringing Big Data analyses from different channels and operational excellence together is one of the biggest
challenges in a marketing department. Targeting the real customer interests and offering services and products that
fit the customer needs allows companies to create value for their customer and increase their profit.
We gain insight into the interest of contacts by analyzing the fact sheets of companies and contacts and their
activities via the different communication channels. Using contact-related attributes, we can slice and dice the data
and optimize the target groups for certain campaigns.
Key process steps
Business benefits
 Access business partner fact sheet
 Gain real-time insight about known customers and
prospects
 Identify interests and create a holistic view of people in
your ecosystem across all channels
 Enrich existing profile information continuously from
internal and external data sources and score their
interactions
 Develop people from anonymous contacts to high value
customers and brand advocates
 Visually analyze customer behavior patterns including
timeline
 Display customer interactions as channel icons in a
timeframe chart
 Access contact fact sheet
 Access contact engagement
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
Customer
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Marketing
Marketing Recommendation
Marketing Recommendation helps companies to increase sales and customer loyalty by presenting context-relevant
product recommendations based on previous customer behavior. It presents context-specific recommendations
using predictive models (such as basket analysis, collaborative filtering, or configurable queries).
The recommendations are generated using self-learning models that can be built in a wizard-based UI by a business
analyst. Recommendations are typically published via e-commerce sites, mobile devices, through call center
applications, or other channels.
Key process steps
Business benefits
 Define product recommendation model
 Increase revenue by making the right recommendations to
your customers
 Define algorithms for model
 Display preview of recommendation result
 Activate model managing recommendations
 Increase conversion rate and average order size and value
 Strengthen customer loyalty by understanding your
customers' needs based on their behavior
 Improve profitability by reducing marketing costs
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
Customer
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Marketing
Marketing Executive Dashboard
The Marketing Executive Dashboard lets the marketing executive review the success of marketing investments, and
provides them with a comprehensive overview of KPI attainment and marketing performance benchmarks.
Key process steps
Business benefits
 Use Marketing Executive Dashboard
 Comprehensive overview of KPI attainment and
marketing performance benchmarks.
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
Customer
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Marketing
Marketing Planning
With budget planning, marketers can plan marketing budget across different dimensions, such as market and brand,
in a simple and intuitive way. Marketing managers can plan programs in budget planning and propose spend for
these programs. Marketing experts can create campaigns in spend management, plan spend for these campaigns,
and assign them to programs created by marketing managers in budget planning. In budget planning, marketing
managers can also view the spend that has been planned by marketing experts in spend management. Cost
references can be created in an external system such as SAP ERP that is connected to SAP hybris Marketing.
For the marketing expert, the marketing calendar provides an overview of their campaigns in a defined time range
matching the filter settings. Aggregated KPIs for the selected campaigns are displayed in the area above the
calendar.
Key process steps
Business benefits
 Create budget plan
 Plan effectively marketing budget and details campaign
spend
 Enable insight to action in real time using analytical views,
marketing calendar, and graphical UI for budget planning
 Receive actual spend from SAP ERP for better monitoring
 Compare actual spend with planned budget and spend
 Combine all related budget and spend amount in one
single source of truth
 Create quick entry for spend
 Perform detailed spend planning
 Use the marketing calendar
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
Customer
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Marketing
Contact Segmentation and Campaign Execution by E-Mail and SMS
Segmentation, an analytical application, provides a single source of truth for contacts. With the power of SAP HANA,
marketing professionals can easily segment millions of contacts and other objects in seconds. The location,
interests, scores, revenue, and other attributes can be used for the segmentation. Target groups can be created from
the segmentation.
Campaign management enables the marketing expert to act on leads with the ability to launch and trace e-mail
marketing campaigns. Campaign management lets you generate highly personalized emails and supports the
marketing expert in providing marketing content.
Using Campaign management, the marketing expert can manage the e-mail template catalog. After the execution of
the campaign, they can analyze the success of the e-mail campaign based on diverse KPIs.
Key process steps
Business benefits


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


 High performance customer segmentation on Big Data in
real time
 Great visualization and exploration tools to slice and dice
data on the fly
 Waterfall UI with rich set of segment operations to easily
build complex segmentation trees with real-time counting
 Aggregation of data towards scores, KPIs, and sums on
the fly
 Unlimited ways to personalize messages for target group
in any execution channel
Create a segmentation model
Create a target group
Prepare an e-mail campaign
Create a multi wave campaign
Analyze the success of the e-mail campaign
Follow up e-mail (second wave)
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
Customer
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Marketing
Segmentation and Campaign Execution with Facebook
Enable customers to leverage marketing data and features to address the right people with ads on Facebook.
Address existing customers on Facebook for cross- or upselling. Reach out for new customers by addressing people
similar to your existing customers. Address people with Facebook ads based on arbitrary events such as a contract
that will expire soon. Use marketing predictive capabilities to address people with the highest buying propensity with
Facebook ads.
Key process steps
Business benefits
 Create segmentation model and segments
 Sell more and spend less by addressing the right people
with Facebook ads
 Create and release target group
 Create and release Facebook campaign
 Analyze success of Facebook campaign
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
Customer
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Marketing
Paid Search Campaigns
Paid Search allows you to integrate campaigns and track the success of campaigns run by paid search providers,
such as Google, Yahoo, and Bing, directly in SAP Hybris Marketing. Paid Search campaigns are also known as payper-click (PPC) campaigns or search campaigns.
Key process steps
Business benefits
 Create paid search campaign
 Easy native integration into Google AdWords and indirect
integration into Bing and Yahoo search campaigns to
simplify configuration for customer and cloud- readiness
 Release paid search campaign
 Activate and execute in Google AdWords (or link existing
AdWords campaign)
 Upload success KPIs
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
 Measurement of success of search campaigns
 First step to leverage Search insights in relation to overall
consumer profile context
Customer
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Marketing
Segmentation and Campaign Execution for Newsletters
The SAP S/4HANA, cloud marketing edition allows you to manage your product and service newsletters with
subscriptions. You can create content for newsletters including personalized links to custom landing pages.
Business benefits
 Manage marketing permissions, including custom
confirmation messages and landing pages
 Create segmentation model and target group
 Create e-mail template for newsletter
 Execute newsletter campaign
 Analyze success of campaign
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
Customer
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Integration
File based data load for S/4 HANA, cloud marketing edition
This scope item allows customers to load interaction, contacts, and accounts data from files into SAP S/4 HANA,
cloud marketing edition by using SAP HANA Cloud Integration (HCI). To allow a smooth data load, jobs and target
structure in SAP HANA Cloud Integration are predefined.
Key process steps
Business benefits
 Mapping – Mapping the source files contents to the
target format in S/4HANA, cloud marketing edition
via iFlows in SAP HANA Cloud Integration(HCI)
 Enables customers to load their customer interaction
data to create a more complete customer profile using
a predefined Microsoft Excel template and mapping.
 Loading - valid data into SAP S/4HANA, cloud
marketing edition and monitor the end to end proces
 Simplifies the mapping effort
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
 Lowers and accelerates the implementation effort
Customer
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Integration
Load social media data for S/4 HANA, cloud marketing edition
The solution allows customers to retrieve the results of social media data queries directly from social media channels
(Twitter, and Facebook Pages) and load them into SAP S/4HANA, cloud marketing edition. The predefined mapping
structures in SAP HANA Cloud Integration (HCI) provide an intuitive and standardized procedure to load social
media data at no additional cost, as it uses the public application programming interfaces of the respective providers.
Key process steps
Business benefits
 Data harvesting – Retrieve the result of a social media
query directly from the social media channel using its
public application programming interface
 Load social media data from various channels
 Mapping – Map the source structures to the target format
in SAP S/4HANA, cloud marketing edition via iFlows in
SAP HANA Cloud Integration (HCI)
 Loading – Load valid data into SAP S/4HANA, cloud
marketing edition and monitor the end-to-end process
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
 Lower and accelerate the implementation effort
 Incur no additional reoccurring costs, as public application
programming interfaces of respective channels are used
(data limits apply)
 Understand the sentiment in the popular social media
channels
Customer
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