sap hana for line of business marketing

May, 2012

SAP HANA – Line of Business Marketing

Solution Overview

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Agenda

1. Challenges and Opportunities for Marketing

2. Introducing In-Memory Computing Technology and SAP HANA

3. Creating Business Value in Marketing with SAP HANA

4. Customer Benefits

5. Summary

Challenges and Opportunities

for Marketing


Your business environment is constantly changing

Fragile Economy

Deteriorating

Customer Loyalties

Shift to

Digital Communications

How deeply do these changes impact your marketing organization?


… and being driven by a “Big Data” trend

5B Mobile Phones

in Use

Smart phones

growing 20% y/y

30M networked

sensors nodes

growing 30% y/y

48 hours of video

uploaded/minute

800M active users

30B pieces of

content shared/month

Population of 7B

in 2011

Facebook


Worldwide digital content will double in 18

months, and every 18 months thereafter.

IDC

VELOCITY

In 2005, mankind created

150 Exabyte of information.

In 2011, 1,200 Exabyte‟s

will be created.

The Economist

VOLUME VARIETY 80% of enterprise data will

be unstructured spanning

traditional and non traditional

sources.

Gartner

You need to take control of a fast-growing volume of many

types of data ...

CRM Data

Demand

Sp

ee

d

Velocity

Leads

Customer

Customer Loyalty

Campaigns

Em

ails

Tw

eets

Planning

Segmentation

Mobile

So

cia

l Me

dia


… and current relational database technology can‟t handle

the volume, velocity and variety of all your marketing data

Physical Limits


Whilst marketing objectives remain the same

Do you have the right technology to support your objectives ?

Improve marketing

operational

effectiveness

Improve return on

marketing investment

(ROMI)

Improve brand equity


As a marketing professional, you are struggling with ...

“Difficult to access detailed marketing-related data of many types So I cannot build marketing programs to deliver an optimal customer experience”

“Inability to leverage high volumes of customer data from multiple sources So I cannot fully understand or anticipate customer demands and behaviors”

“Time-consuming marketing analysis often based on incomplete and outdated information

So I cannot react fast enough to market changes and optimize the return on marketing investments”


Chief Marketing Officers feel unprepared for big data

71% of CMOs are unprepared for the Data Explosion issue

“

“

One of our biggest challenges is in data analysis. For

the complexity and size of our organization, we are way

behind,”

- Consumer Products CMO in US

We‟re drowning in data. What we lack are true insights,”

- Life Sciences CMO in Switzerland

At this moment, I don‟t know how our marketing

department will cope with the expected data explosion.”

- Utilities CMO in Netherlands Source: “From Stretched to Strengthened”,

IBM Global Chief Marketing Officer Study, October 2011


Better leverage your data to be one step ahead

Successful marketing organizations recognise the value of

effectively utilizing their data

Source: “From Stretched to Strengthened”, IBM Global Chief Marketing Officer Study, October 2011

Winning ways CMOs in

outperforming organizations invest

more effort in capturing an using

data to foster customer

relationships

Outperforming organizations

Underperforming organizations

Bond/advocate

Use/enjoy

Action/buy

Interest/desire

Awareness /education

Segmentation / targeting

31%

34%

49%

35%

36%

53%

51%

50%

58%

54%

56%

67%


Powerful customer insights can boost marketing

performance

Base decisions on the latest, granular

multi-structured data

Make decisions on analytics rather than

intuition

Frequently reassess forecasts and plans

Utilize analytics to support a spectrum

of strategic, operational, and tactical

decision making

Rapidly evaluate alternative scenarios

Leading businesses can outpace the competition because they can:

How well do you leverage your own data ?

Fumblers

Fact Finders

Fumblers

Fact Finders

n=1,002

Source: IDC„s SAP HANA Market Assessment, August 2011


How can you create more value and become a

data-driven marketing organization?

What Marketing needs from IT

Slice and dice into high

volumes of data

Access to real-time and trusted

information

Deep insights into all

kinds of data

Fast analysis and

simulations

Complete marketing information

in one single place

Business users being able to

create their own customer

insights and analysis

Introducing In-Memory Computing

Technology and SAP HANA


SAP HANA

Breakthrough innovation with in-memory computing

With in-memory technology, you can:

Gain Real-Time – know it when it happens

Go Deeper – ask any question on any data

Act Broadly – manage large volumes of data

Run Faster – analyze at the speed of thought

Get Flexibility – eliminate pre-fabrication requirements

In-memory computing is a technology that analyses massive quantities of data in

local memory so that the results of complex analyses and transactions are

available at your fingertips – and business decisions can be executed without delay


SAP HANA, modern platform for real ‘real-time’

What is SAP HANA?

SAP HANA ™ is a modern platform that

leverages the power of in-memory computing

Enables to drive businesses in real-time on

an ever increasing massive volume of data

Can be deployed as an appliance or

delivered via the cloud

Batch bulk

uploads

SAP HANA

SAP

Business

Suite

SAP Business

Warehouse

Other

data sources

Real-time

copy

SAP HANA

modeling

SAP Business

Objects tools

(Other query

tools)

SAP HANA

information

composer


A platform for innovative real-time analytics and applications

Real-time solutions powered by SAP HANA

New Accelerators and Analytic Content for

powerful analysis and reporting on big data

New Applications for highly innovative

processes and business models

Benefits

Make smarter and faster decisions

React more quickly

Unlock new opportunities

Invent new data-driven business models

Ensure quick time-to-value

Batch bulk

uploads

SAP

Business

Suite

SAP Business

Warehouse

Other

data sources

Real-time

copy

SAP Business

Objects tools

(Other query

tools)

Real-Time

Analytics

Real-Time Business

Real-Time

Applications

Real -Time Trusted Data

SA

P H

AN

A

SAP in-memory

computing


Bringing more choice with SAP HANA

Solutions powered by

SAP HANA

Take advantage of standard

solutions delivered on top of

SAP HANA to innovate without

disruption Rapid deployment

solutions

Benefit from fixed cost and

scope solutions for more

predictability and quicker time-

to-value

Non-Disruptive

Easy to deploy

Flexible

SA

P H

AN

A

SAP in-memory

computing

SAP HANA platform

Leverage SAP HANA as a

platform to address your

unique needs

Creating Business Value in

Marketing with SAP HANA


SAP HANA for Line of Business Marketing

Gain deep

insights into

large amounts of

marketing-related

data

Provide instant

access to real-time

marketing-related

information

Enable fast

analysis and

simulations

Insights Speed Real-Time

Empower marketing with real-time yet non-disruptive innovations


Solutions powered by SAP HANA

for Line of Business Marketing

Insights Speed Real-Time

SAP Customer Segmentation

Accelerator

SAP NetWeaver Business Warehouse

powered by SAP HANA

Segment high volumes of customer data at

unparalleled speed

Accelerate business warehouse operations

to drive higher performance

http://www.sap.com/solutions/sapbusinessobjects/data-warehousing/sapnetweaver-business-warehouse/powered-by-hana/index.epx







Customer

Pain Points

Customer

Needs

SAP Customer Segmentation Accelerator

Inability to access all customer data in one

place

Latency when analyzing large volumes of

customer data

Lack of tools to make own segmentations

The Solution: SAP Customer Segmentation Accelerator Segment high volumes of customer data at unparalleled speed

Access customer data as and when needed

Analyze high volumes of different types of

customer data from all available sources

Optimize segmentation and targeting


Key

Capabilities

Key

Benefits

SAP Customer Segmentation Accelerator

Deep insights into up-to-date

customer and marketing

information

Deep customer segmentation of

precise audiences

Instant analysis of large volumes

of customer data

Recognize and react to

constantly changing customer

behavior and preferences

Deliver highly personalized and

relevant marketing programs

Accelerate the business impact

of marketing

SAP Customer Segmentation Accelerator potential business impact:

Maximized revenues and profits

Increased conversion and response rates

Improved marketing effectiveness

quick link: /rds-cust-seg

https://websmp202.sap-ag.de/rds-cust-seg







SAP and a global partner ecosystem offer Rapid

Deployment Solutions to get you started…

Software

• that quickly addresses the most urgent business

processes

Content • SAP best practices, templates and tools for easy

solution adoption

Enablement

• educational material supports fast and effective

end user adoption

Service

• defined scope and fixed price provide for lower

risk

SAP Rapid

Deployment Solutions

Service

Software

Enablement

Content


… providing predictability, out-of-the-box integration and

a variety of adoption choices to suit your business needs

Predictability

Fast value in days/weeks

Fixed cost and fixed scope

Integration

Integrated start and growth options

Immediate and future IT and business

processes landscape integrity

Choice

Modular packages to meet specific business

needs and allow individual adoption paths

Flexible licensing and deployment options

SAP Rapid

Deployment Solutions

https://websmp109.sap-ag.de/~SAPIDP/002006825000000234912001E

Customer Benefits


Accessing detailed

marketing-related data of

many types is very

difficult

Turning issues into opportunities with SAP HANA

Unlock business

opportunities with your

big data

Empower marketing

with true real time

Accelerate

differentiating

marketing processes

SAP HANA

Issues

Opport

unitie

s f

or

Mark

eting

Exploring high volumes

of customer data from

multiple sources can be

very time-consuming

Marketing analysis is

often based on

incomplete, inaccurate

and often outdated

information

Gain deep insights

into large amounts of

marketing-related data

Provide instant access

to real-time marketing-

related information

Enable fast analysis

and simulations


Unlock business opportunities within your big data

By gaining deep insights into large amounts of marketing-related

data, you can:

Increase revenues by

identifying new customer

segments and business

opportunities

Improve customer

loyalty by creating

highly personalized

marketing programs

Reduce marketing

spend and maximize

business impact by

testing and simulating

outcomes prior to launch


Empower marketing with true real time

Increase market

share and margin with

innovative solutions

and business models

Optimize conversion

rates with real-time

visibility into results

Improve customer

loyalty by reacting

quickly to every

consumer interaction

By getting instant access to real-time marketing-related information,

you can:


Accelerate differentiating marketing processes

Increase business user

productivity with self-

service access to all

information, faster

marketing analysis and

simulations

Optimize ROMI with

consolidated views of

all relevant marketing

information

Enhance overall

marketing

performance with

a better orchestration

of the key marketing

processes

By enabling fast analysis and simulations, you can:


What the customers say

T-Mobile Understand, message, and market to customers more effectively

across millions of daily interactions Jeff Wiggin, VP Enterprise Systems Development

BSH Home Appliances Corporation Create business forecasts in seconds rather than days Dr. Jürgen Sturm, CIO

BOOAN Ltd. Use real-time dashboards to better react to market changes Zhang Meili, COO

For more information, please visit our SAP HANA website: http://www.sap.com/hana/reviews/index.epx

“

“

http://www.sap.com/hana/reviews/index.epx

http://www.sap.com/hana/reviews/index.epx

http://www.sap.com/hana/customer-segmentation-accelerator/reviews.epx

http://www.sap.com/demos/richmedia/media/bsh-hana-customer-testimonial-video.epx

http://www.sap.com/asset/index.epx?id=8291eabe-a43b-4332-833b-e3a73bc3a675&name=

Summary


Top ten reasons why customers choose SAP HANA Bringing Marketing to the next level

All Data

Any Source

Real-Time

Analysis

Applications

Cloud

Innovation

Simplicity

Value

Choice

Manage massive data volume at high speeds

Gain insights from structured and unstructured data

Enable real-time interactions across your value chain

Unlock new insights with predictive, complex analysis

Run next-generation applications

Step up to the world„s most advanced cloud

The ultimate platform for business innovation

Fewer layers, simpler landscape, lower cost

Innovation without disruption adds value to legacy investments

Open choice at every layer to work with your preferrred partners

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Thank You!