Post on 07-Apr-2018
KIVESHEN MOODLEY
MICHAŁ TABAKOWSKISAP Africa / SAP EMEA
Know The Digital Customer
3
Digital is no longera set of sales and
marketing channels
4
Digital is nowfundamental to your
value proposition
• Change is in constant flux
• What is the ‘old cheese’?
• What happens if we stick with the old cheese?
Know The Digital Customer
Know Your Neighbour
9
PART 1
Build a profile of your neighbour
What car your neighbour drives?
What’s your neighbour’s hobby?
1 minute
10
PART 2
Check how accurate your profiling was
Compare feedback on the profiles
1 minute
11
PART 3
Use the profile and build an offer for a certain
product or service you believe your neighbour
would buy
Present the offer
1 minute
12
SUCCESS?
13
EVERYLITTLEDETAIL
MATTERS
15
16
BIG DATA
SMART DATA
17
Enhanced Profile Example
Demographic Data
Female
Age 18-30
Unmarried, no children
Holds Undergraduate Degree
Lives In Major City
Behavioral Data
Owns a cat
Prefers Netflix to Apple TV
Goes to gym 3-4 times per week
Attends Protestant church only
on major holidays
Lives to attend alt-rock concerts
Psychographic Data
Works as department store
manager
Feels pressured in her job
Hates her older siblings
Has 5 close friends she sees daily
Wishes to become a housewife
18
Facebook’s Data Collection
Things You Do &
Information You
Provide
Things Others Do
& Information
they Provide
Your Networks &
Connections
Payment
InformationDevice
Information
Information From
Websites And Apps That
Use Their Services
Information From
Third-Party Partners
Companies
19
Facebook’s Data Collection
Sign up
Create
or Share Things Others Do
& Information
they Provide
Your Networks &
Connections
Payment
InformationDevice
Information
Information From Websites
And Apps That Use Their
Services
Information From
Third-Party Partners
Companies
Things You Do &
Information You
Provide
Message or
Communicate
With Others
20
Facebook’s Data Collection
Things Others Do
& Information
they Provide
Your Networks &
Connections
Payment
InformationDevice
Information
Information From Websites
And Apps That Use Their
Services
Information From
Third-Party Partners
Companies
Things You Do &
Information You
Provide
How You Use
Services
Content You
Provide
Location
of a PhotoDate a File
was Created
Types Of
Content You
View
Types Of
Content You
Engage With
Frequency And
Duration Of
Your Activities
21
Facebook’s Data Collection
Your Networks &
Connections
Payment
InformationDevice
Information
Information From Websites
And Apps That Use Their
Services
Information From
Third-Party Partners
Companies
Things You Do &
Information You
Provide
Things Others Do
& Information
they Provide
When They Share
a Photo Of You
Send a
Message
to You
Upload, Sync or
Import Your
Contact
Information
22
Facebook’s Data Collection
Things Others Do
& Information
they Provide
Your Networks &
Connections
Device
Information
Information From Websites
And Apps That Use Their
Services
Information From
Third-Party Partners
Companies
Things You Do &
Information You
Provide
Payment
Information
Credit Or Debit
Card Number,
Paypal, Etc.
Billing, Shipping &
Contact Details
Purchases &
Transactions
Account And
Authentication
Information
23
Facebook’s Data Collection
Things Others Do
& Information
they Provide
Your Networks &
Connections
Companies
Things You Do &
Information You
Provide
Payment
Information
Device
Information
Information
From Third-Party
Partners
Information From
Websites And Apps That
Use Their Services
Activities on and
off Facebook
Experiences
Interactions
Websites And
Apps You Visit
Developer Or Publisher Of
The App / Website
Like Button
Your Use Of Their Services
On Those Websites
Measurement &
Advertising ServicesFacebook
Log-In
24
Web Trackers are all over the place
Average # of third party trackers
25
69 Trackers:
Advertising = 62
Social Media = 6
Site Analytics = 1
Webtracking – exampleMail Online (UK’s Daily Mail Homepage)
26
13 Trackers:
Advertising = 8
Social Media = 1
Site Analytics = 4
Webtracking – examplenews24 homepage
27
Other webtracking examples
28
Changing User Behavior
29
30
NEW DEALVALUE
EXCHANGE
31
Example: Google Maps
33
SOWHAT?
34
INTENTMARKETING
(life time moments vs
everyday moments)
PERSONALIZED
MARKETING
EMPATHY/INTENT
MARKETING
Interactive dialogue
Customer identity &
profile
Solve a customer need
Customer motivation
BRAND MARKETING
Built it, they will come
Brand Strength
MASS
TARGET MARKETING
One way communication
Segment Division
SEGMENTED INDIVIDUALIZED IN-MOMENT
Purpose
Insight
EVOLUTION OF CUSTOMER ENGAGEMENT
WHAT ARE IN-MOMENTS?
These are moments in time where customers are open to having their
preferences influenced and ready to make decisions.
We are getting married
Life Moments Every Day Moments
Bought a house
Child is going to College
Expecting our first baby
I want-to-be entertained moments
I want-to-eat moments
I need-to-learn moments
I need-to-buy moments
IN-MOMENT MARKETING REQUIRES CONTEXTUAL INSIGHTS
Leverage the real-time contexts to deliver the best customer experiences
The customer
What they have done
What they may do
What they are doing now
EXPLICIT
IMPLICIT
In-Moment
individualization Presentation of
relevant content across
all touchpoints
38Public
THE DIGITAL MARKETING PROCESS
Campaignexecution inall channels
Plan, measure & optimize
Contexts, interests & predictions
Personalizedtargeting &
orchestration
Events & interactions
Loyalty data
Market data & events
Sales & service data
Financial data
Industry data
Social media,
mobile, IoT
Extensions
Mobile &
social channel
Digital channel
Personalized
commerce
Interaction center
Lead, opportunity
E-mail, sms, traditional
Extensions
39
It is not just a vision…
…we make it possible!
40
UNDERSTANDYOUR
CUSTOMER…
42
…ANDENGANGE
YOUR CUSTOMER
44
Please visit our SAP Hybris demo pod to
see more!
Customer Case Studies
“To let our consumers better understand
and enjoy our products. Resulting in an
increased loyalty, advocacy and boost
cross sell and up sell.”
CONSUMER CENTRIC
-OBJECTIVES-
48Public
PROFILE
IMP
LIC
ITE
XP
LIC
IT
RELEVANCE
NORMALIZATION
ENGAGEMENT
LISTENING
BROWSE
CLICK
OPEN
CLOSE
IGNORE
WALK-BY
HOVER
BUY
REGISTER
SUBSCRIBE
RETURN
COMPLETE
SEND
SHARE
EVENTS FROM
TRIGGERS TO
We help customers to engage effectively. And efficiently.
Top Impacting Capabilities
Single customer view
In-the-moment insights: the right
data at the right time
Efficiency: one marketing platform
for insights, analytics, and execution
15%Increase in
conversion rate
-8%Reduce in cost per
acquisition
12%Reduction in target
size, with the same
success rate
-20%Reduce in FTEs
required to run
campaigns
SAP HYBRIS CUSTOMER ENGAGEMENT & COMMERCE PLATFORM
Customer Data & Profile
digital
goods emaildigital
adsweb
In
store
CCprintmobile socialmarketplace
Search
kw/ads agent
toolsIoT
Sms
notific.
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Experience Management
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