INSIGHT - Data Management Demo Script

Transcription

1 INSIGHT - Data Management Demo Script SAP Hybris Marketing INSIGHT Data Management Scenario ID: Date of last update: January 20, 2016 Version: 1.0 Author: Keywords: Document history: I Hybris_Marketing, data_management January 20, Version 1.0, ready to be released

2 Table of Contents Table of Contents 1 Demo Script Overview Objective Business Pain Points Key Message and Value Proposition Story Flow Summary Technical Requirements Prerequisites Demo Users and Role Information Search Interests in All Interactions Build Target Group to Understand Their Interactions Review Sentiments of People in Campaign Contact Fact Sheet...36 Version 1.0 2

3 Demo Script Overview 1 Demo Script Overview This demo gives an overview on Data Management as a component of SAP Hybris Marketing. Data Management is the foundation of the SAP Hybris Marketing suite. It helps to create full 360 view of customer s interactions and enable scoring them according to their implicit and explicit behavior across all channels. It is also capable to visually present insights into all relevant customer journeys. 1.1 Objective Thanks to this demo script you will be able to understand and practice the basic functionality delivered by Data Management component of the SAP Hybris Marketing. 1.2 Business Pain Points Nowadays, all the marketing professionals are facing the same challenges: Delivering a relevant and properly targeted marketing message to a customer Marketers bombard customers with irrelevant messages. They don t use context in their marketing. They bombard their customers with thousands of messages hoping one of them would stick. Customers are tired of inaccurate information. Vast number of customer interactions from different channels. Marketers need to deal with huge amount of interactions, coming from social media, clickstream, surveys, s, leads, opportunities, sales orders. Marketers need to understand the contact base and their interests based on all those interactions, to be able to use the insights later to trigger a relevant action. Version 1.0 3

4 Demo Script Overview 1.3 Key Message and Value Proposition This demo script addresses the above pain points by showing how the SAP Hybris Marketing Data Management make it possible to: Gain insight on contact base, their interactions, their interests and the used channels Combine all interactions from all channels to build a true 360 view on all marketing sources Continuously enrich existing profile information from internal and external data sources and score their interactions Display of customer interactions as channel icons in a timeframe chart 1.4 Story Flow Summary This demo shows the capabilities of the SAP Hybris Marketing by showing the Interactions across the multiple channels and the sentiments of the target group. You, as a marketing expert, want to analyze the known contact base and understand what they think about HANA and Marketing. You use past interactions coming from clickstreams, social media and also complaints to explore ideas. You select interactions related to topics/ interests HANA and Marketing. Based on this topics and interactions you build a target group to understand their statements in more detail. You use the target group in the Sentiment Engagement to check the posts and complaints of the people. Lastly, you look into one contact factsheet as a sample to see a specific contact. Version 1.0 4

5 Technical Requirements 2 Technical Requirements Technical requirements include: Prerequisite information Demo users and role information 2.1 Prerequisites You have successfully requested your user for the free trial system from It is the 30-day trial system, however the SAP internal users have unlimited access. 2.2 Demo Users and Role Information The following demo user is available in this demo script: User Password UI Your I/D Number Your Password SAP Hybris Marketing Trial Version Version 1.0 5

6 3 3.1 Search Interests in All Interactions What to Say SAP Hybris Marketing Data Management allows organizations to leverage real-time contact insights and sentiments from social media and internal, company owned sources to identify and target the right consumers, generate new business and improve overall service levels and customer loyalty. It supports two major processes: All contacts at a glance (Contact Engagement) Sentiment of contacts (Sentiment Engagement) Where to Click and What You Should See Log in SAP Hybris Marketing Trial version using your own credentials. Version 1.0 6

7 1. Fill out the User field. 2. Fill out the Password field. Version 1.0 7

8 3. Click Log On. You can see the SAP Hybris Marketing dashboard. Version 1.0 8

9 4. Click DATA MANAGEMENT. 5. Click Years. Version 1.0 9

10 DEMO TIP: In the tag cloud you can see what customers were interested in during the last 14 days (in the time slider) by default. That data is coming from the interactions (from social, clickstreams, surveys, business documents etc.) that is being loaded into the system. Version

11 3.2 Build Target Group to Understand Their Interactions What to Say As a marketing expert, you want to analyze the known contact base and understand what they think about HANA and Marketing. To do that you want to find contacts that already gave their opinion in these two topics, using and web. You want to focus on Germany and USA. Where to Click and What You Should See 6. Click HANA. Version

12 7. Click Marketing. 8. Click CHANNELS. Version

13 9. Click Click Web. Version

14 11. Click the arrow to open the Country drop-down list. 12. Click Germany. Version

15 13. Click the arrow to open the Country drop-down list once again. 14. Click USA. Version

16 15. Click the arrow to open the Department drop-down list. 16. Click Marketing. Version

17 17. Click CONTACTS. With the last steps you have filtered all customers that have shown interest in HANA and Marketing, and used the and web channels Click Create target group for selected contacts. Version

18 19. Fill out the Name field. DEMO TIP: The name of a target group must be unique. You can also use the default name offered by the system. 20. Click Save. Version

19 3.3 Review Sentiments of People in Campaign What to Say In the Sentiment Engagement you can find all kinds of posts coming in from various channels like social channels (Facebook or Twitter or Google+) as well as s or complaints. These texts are automatically analyzed by the Text Analysis Engine which runs inside SAP HANA. The text analysis finds topics mentioned in the posts and also can understand the sentiment in the post. Where to Click and What You Should See 21. Click Sentiment Engagement. Version

20 22. Click Quarters. Version

21 23. Click the arrow to open a drop-down list. 24. Click Average Sentiment. Version

22 You can see the graph showing the average sentiment in a selected timeline. 25. Click the arrow to open a drop-down list. Version

23 26. Click Interests. You can see the interests tag cloud for a selected timeline. Version

24 27. Click the arrow to open a drop-down list. 28. Click Number of Posts. Version

25 29. Click the arrow to open a drop-down list. 30. Click Sentiment. Version

26 You can see the graph showing the number of posts, broken down according to a sentiment of a post. 31. Click the arrow to open a drop-down list. Version

27 32. Click Channel. You can see the graph showing the number of posts, broken down according to a channel which was used to publish a post. Version

28 33. Click the arrow to open a drop-down list. 34. Click Interest (Top 5). Version

29 You can see the graph showing the number of posts, broken down according to top 5 interests which were identified in posts. 35. Click Target Group search. Version

30 DEMO TIP: To understand what the people in the campaign were saying, you should check the posts in the various channels. To do that, insert the target group in the respective selection field. Actually, that is a functionality that no other tool in the industry can provide. 36. Fill out the Search field with the name of the target group you have created earlier in step 19. Confirm your entry by pressing the Enter key. Version

31 37. Click your target group to select it. 38. Extend the timeline. DEMO TIP: You can extend the time for the interactions by just moving the timescale to the left. Immediately the number of contacts in the target group proposal is updated and the respective values are recalculated Version

32 DEMO TIP: Now you can see that there are many posts, with neutral to positive sentiments. However we also find negative sentiments. The sentiment shows the expressed feeling of the contact in the post. 39. Click the negative sentiments bar to select it. You can see that the number of posts has diminished. Version

33 40. Click Show Post Groups. DEMO TIP: In the left column below "Interests" you can see that most of the negative sentiments are related to "Supply Chain Management" and "Sybase" and only few are related to "CRM". Hence it might make sense to focus on top interest with negative sentiment. 41. Click Create New. Version

34 42. Fill out the Name field. 43. Click Create. Version

35 44. Click Cristina Anderson. You can see the 360-degree view of a customer. Version

36 3.4 Contact Fact Sheet What to Say The contact fact sheet enables you to understand single contacts and see the interactions from the various channels. Here on the fact sheet you can see the channels that are connected to the system like leads, surveys, s or social interactions. Where to Click and What You Should See In order to present how to filter customer's interactions we will use another customer with higher number of different types of interactions. 45. Click the Sentiment Engagement tab to select it. Version

37 46. Click HOME. 47. Fill out the Search field. Confirm your entry by pressing the Enter key. Version

38 48. Click Felix Lorenzen. You can see the 360-degree view of a customer. Version

39 49. Click Interactions. 50. Click Social Media. In case when the value for Social Media is zero, adjust the time slider so that you get a value that is bigger than zero. Version

40 51. Click HANA. Version

41 Version

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