SAP Hybris Marketing – Introduction

Technology is exponentially growing and rapidly revolutionizing the way we are performing our
tasks. Businesses are expected to move along with the high waves to continue to operate in the
highly competitive environment. We have seen digital revolution in the industry and now we are
witnessing Internet of Things, Cloud Computing and Machine Learning helping us run business
operations from Smartphones.
In recent times, Consumers are Omni present and their choices and interests are much diverse than
ever before. Businesses operating in traditional mode are running into crisis as the previously
successful models are not working now. We have seen highly popular companies shutting down to
competition or taken over by companies adapting to new environment and utilizing the technology to
understand the customers and offer personalized experience. Traditional tools and methods are
struggling due to many varying parameters listed below.

Data: Transactional data is growing exponentially day by day with customers being digital most of
the times. This lead to companies struggling to make meaningful insights or to understand the
customer buying patterns from billions of data records in short time. Traditional tools are either
taking huge time to process such high volume or facing challenges in data processing.
Out Reach: Customers are Omni present and are looking for consistent happy customer
experience across all the channels. Earlier ways and methods followed to reach customers via
Phone calls, emails are not sufficient as customers are now available across multiple platforms,
specially the current generation is highly active on social media (Facebook, twitter,etc.) and
expressing their interests or expectations there.
Time-Sensitivity: Opportunity in the markets is highly time sensitive and the decisions made in the
boardroom need to be rolled out in less than 24 hours to capitalize the hold in the
markets. Traditional tools are not operational in real time.
We can list many such business cases that are driving IT Service providers and Product
development teams to stand up to the expectations and provide innovative solutions at optimal cost
and investment.
Hybris Marketing is one such tool available in the market for Marketing functionality that is
operating on cloud & On Premise and has the features & tools to help businesses overcome the
above listed challenges. In the rest of the blog, we will discuss & introduce some of the key Out Of
Box functionalities of Hybris cloud marketing solution offerings to business fraternity.
Quick Setup: Hybris Marketing cloud solution can be easily set up in less time with minimal
investment. Business users can go to Market very fast with cloud solution.
Customer Segmentation: The UI is very intuitive and is highly user friendly. Users can perform
High Volume segmentation of customers very easily in real time with the help of insightful charts and
tools. Multiple options are available to filter and refine to generate a specific target group. The whole
process of segmentation is powered with good visualization and user friendly design (few clicks) to
slice and dice information real time with high performance.
Below screenshots brief you on the steps to be followed for customer segmentation.
Figure 1: Segmentation: Target Group Creation
User can drag and drop the attributes on to the design area to create segments. In the above
scenario, we selected attribute Country (Values: USA, DE) and target group is generated on the fly
in seconds.

Also, user can select the attribute values in Preview by clicking on the Geographical map. The
preview displays the required view at run time based on the attribute selected. In the below scenario,
you notice Map, Account views displayed dynamically according to the chosen segmentation
attribute. This feature is available for various attributes and this feature helps Business user work
more actively in creating segments.
Figure 2: Graphical Display of Customers presence( Grey Highlighted) for the Country Attribute
User can click the country in the map to filter the data.
Figure 3: Check Box:Selection of Values for the attribute Account
Campaign Execution: Campaign creation & execution can be performed very easily across multiple
channels (emails, SMS, Facebook, etc..). Also delivery of personalized messages is possible across
any channel. The UI supports multiple actions (listed below) as part of campaign automation.

 Send Email, SMS, Create C4C Lead, Activity

 Create CRM Activity, Lead Create C4C Appointment, Task, Phone Call
 Create CRM Opportunity, Task Trigger C4C Call Qualification, Export to File
 Create CRM Call list A/B Testing

Analysis & Comparison of Campaign execution results can be viewed in graphical view and insights
can be drawn without difficulty.

Eg: Campaign Creation – Below steps show us how easy it is to create and execute campaign in
Hybris.
Figure 4: Campaign Creation Screen
The user interface is designed in UI5 having rich look and feel with high performance(Powered by
HANA) resulting in minimal wait time in searching and associating High Volume Target Group.

Figure 5: Triggers & Actions Design area

With few clicks, User can add multiple actions in campaign by drag and drop of the actions from left
panel to the design area.

Figure 6: Consolidated View of Campaign Definition

Steps to Release and Complete Campaign Execution:

 Click Release Pushbutton to release the campaign for execution

 Click Complete Pushbutton to release the campaign for execution
Figure 7: Campaign Release & Execution Steps
User is able to create and release campaign from a single screen with few clicks and can view the
campaign target group, success, logs information by toggling across tabs.
Note: Facebook Campaigns – Provision to run the campaigns on Facebook by leveraging the
predictive capabilities of SAP Hana to reach targeted customers is available. This feature comes
with some pre-requisites (Company data Privacy Policy, User Marketing Permissions) to be
met before its use.
Market Planning/Budget Spending: Marketing Managers can easily make their marketing plans
and track the budgets in very simple way. Budget allocations & adjustments for a specific country or
a specific line of business can be easily performed with few clicks. The process is made very simple
for the user by presenting the screens in graphical/pictorial(charts) form for making changes. This
helps in increasing user productivity and adaptability.
Customer Insights: Real time analysis of orders, invoices and financial data can be performed.
Hybris Marketing solution has a separate component Data Management to understand real time
Customer sentiments from various channels and draw meaningful insights. It also generates
dashboard view displaying 360-degree view of customer interactions across channels with their
interests and most frequently used channels.
The above is a brief description of few Key Marketing features that highlights how Hybris Marketing
is addressing the business needs in the digital world to cater to unique and consistent customer
experience across channels. We will deep dive in to specific functionalities and its usages and
supported configurations and back end integrations in next blog.
For detailed information on the SAP Hybris Marketing functionality, pl refer the below help links.

https://uacp.hana.ondemand.com/http.svc/rc/PRODUCTION/dec3a556e1d54865ba9eb0b14b313a6
5/1611%20YMKT/en-US/frameset.htm?d87fdf4ed6814542a73b4c2a55dbf4dc.html
https://blogs.sap.com/2016/04/22/overview-on-campaign-management-in-s4hana-marketing-cloud-
sap-hybris-marketing/
Note; The views shared in this blog are based on the knowledge gained from hands-on experience
using sample data & functionality provided in the free trial version(SAP is providing 30 days free trial
for consultants to try out and get first hand experience of the product).
http://hybris.com/en/downloads/free-trial/hybris-marketing/901