delivering a bank of one experience
TRANSCRIPT
SAP Hybris MarketingDelivering a Bank of One experienceJames Eardley
COMMODITIZATION
MARKETING IS BROKEN
Marketers bombard customers with irrelevant messages. Not targeted, not relevant
of online ads are ignored Source: Google Display Benchmark Tool
99.94%
Email click through rate Source: Getresponse
3.57%
All digital channel response rate Source: DMA Response Rate Report 2015
0.62%
In the PastEverything was better
Bankers knew their customers as people
Life was simple, but it was good.
There was balance
Technology changedthe old model
Much was gained, but much was lost
Digitalization changed everything
Lower profitability / Lower Wallet Share
Where to from here
Hybris Marketing
Building share of mind to build share of wallet
Relevant Customer Engagements
MEET CUSTOMER EXPECTATIONS
Ultra Personal
Dynamically Adapt
Not Creepy
Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015
Marketers use 11 siloed channels on average…
HOLISTIC APPROACH TO MARTECH IS NEEDED
…and 15 separate systems to house customer data
Capture and enrich dynamic marketing profiles
DATA IS THE FUEL
Real-timeindividualizatio
n Presentation of relevant content across
all touchpoints
Customeror
Anonymous
What they have done
What they may do
What they are doing now
Leverage the real-time contexts to deliver the best customer experiences
EXPLICIT
IMPLICIT
CONTEXT MAKES THE DIFFERENCE
Real-timeindividualizatio
n Presentation of relevant content across
all touchpoints
Customeror
Anonymous
What they have done
What they may do
What they are doing now
Leverage the real-time contexts to deliver the best customer experiences
EXPLICIT
IMPLICIT
CONTEXT MAKES THE DIFFERENCE
Understand the real-time intent of each customer and dynamically deliver contextually relevant experiences across channels.
INSIGHT AGILITY EXPERIENCE
MARKET TO AN AUDIENCE / BANK OF ONE
DELIVER INDIVIDUALIZED CUSTOMER ENGAGEMENTS BASED ON REAL-TIME CONTEXT AND INTENT
CAPTURE, ENRICH, AND CONSOLIDATE CUSTOMER DATA AND GAIN DEEPER INSIGHTS
REACT QUICKLY TO OPPORTUNITIES. FAST AND INTEGRATED SOLUTION
THROUGH OUT-OF-THE-BOX MARKETING SCENARIOS
Customer
Profiling
Segmentation
and Campaign Management
Comm
erce
Marketing
Marke
ting
Resou
rce
Manag
emen
t
Marketing Analytics
Marketing Lead
Management
Loya
lty
Man
agem
ent
HYBRISMARKETING
Customer Profiling• Capture and enrich customer information• Create real-time view of customer interactions
Segmentation and Campaign Management• Identify the target audience • Personalize your messages across channels
Commerce Marketing• Personalized customer engagement
Marketing Resource Management• Manage operational complexities • Orchestrate and optimize resources.
Marketing Analytics• Optimize marketing• Respond to opportunities with real-time insights
Marketing Lead Management• Qualify buyers and monitor success, • Drive collaboration between marketing and sales
Loyalty Management• Go beyond traditional card-based loyalty
programs to gain insights and drive behavior
CONFIGURED FOR SUCCESS
GO TO MARKET QUICKLY
• Fast quarterly innovations• Leverage best practice
processes
FLEXIBLE DEPLOYMENT• Public Cloud• Private Cloud• On-Premise
OPEN PLATFORM• Open architecture• Prebuilt integrations with major
SAP products • Integrations with leading ISV
partners• Integrations to non-SAP
systems• Batch & real time• Inbound & outbound
THANK YOU!Feel free to connect with me at :
Email: [email protected] Linkedin: https://www.linkedin.com/in/jameseardley