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INSIGHT - Data Management

Demo Script

SAP Hybris Marketing INSIGHT Data Management


Scenario ID:

12574

Date of last update:

January 20, 2016

Version:

1.0

Author:

I303820

Keywords:

Hybris_Marketing, data_management

Document history:

January 20, 2016 - Version 1.0, ready to be released

INSIGHT - Data Management Demo Script

Table of Contents

Table of Contents
1

Demo Script Overview ............................................................................................................. 3


1.1 Objective ...........................................................................................................................................................3
1.2 Business Pain Points ......................................................................................................................................3
1.3 Key Message and Value Proposition ...........................................................................................................4
1.4 Story Flow Summary ......................................................................................................................................4

Technical Requirements.......................................................................................................... 5
2.1 Prerequisites ....................................................................................................................................................5
2.2 Demo Users and Role Information ...............................................................................................................5

Step-by-Step Guide .................................................................................................................. 6


3.1 Search Interests in All Interactions ..............................................................................................................6
3.2 Build Target Group to Understand Their Interactions .............................................................................11
3.3 Review Sentiments of People in Campaign ..............................................................................................19
3.4 Contact Fact Sheet ........................................................................................................................................36

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Demo Script Overview

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 customers 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 dont 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, emails, 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.

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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.

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Technical Requirements

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
http://www.sapappcenter.com/p/3525. 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

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Step-by-Step Guide

Step-by-Step Guide

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.

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Step-by-Step Guide

1. Fill out the User field.

2. Fill out the Password field.

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3. Click Log On.

You can see the SAP Hybris Marketing dashboard.

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4. Click DATA MANAGEMENT.

5. Click Years.

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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.

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Step-by-Step Guide

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
email and web. You want to focus on Germany and USA.

Where to Click and What You Should See

6. Click HANA.

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Step-by-Step Guide

7. Click Marketing.

8. Click CHANNELS.

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9. Click Email.

10. Click Web.

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11. Click the arrow to open the Country drop-down list.

12. Click Germany.

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13. Click the arrow to open the Country drop-down list once again.

14. Click USA.

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

16. Click Marketing.

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17. Click CONTACTS.


With the last steps you have filtered all customers that have shown interest in HANA and Marketing, and
used the email and web channels. .

18. Click Create target group for selected contacts.

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Step-by-Step Guide

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.

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Step-by-Step Guide

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 emails 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.

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Step-by-Step Guide

22. Click Quarters.

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23. Click the arrow to open a drop-down list.

24. Click Average Sentiment.

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You can see the graph showing the average sentiment in a selected timeline.

25. Click the arrow to open a drop-down list.

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26. Click Interests.

You can see the interests tag cloud for a selected timeline.

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27. Click the arrow to open a drop-down list.

28. Click Number of Posts.

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29. Click the arrow to open a drop-down list.

30. Click Sentiment.

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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.

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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.

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33. Click the arrow to open a drop-down list.

34. Click Interest (Top 5).

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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.

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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.

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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

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Step-by-Step Guide

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.

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Step-by-Step Guide

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.

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42. Fill out the Name field.

43. Click Create.

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44. Click Cristina Anderson.

You can see the 360-degree view of a customer.

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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, emails 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.

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46. Click HOME.

47. Fill out the Search field.


Confirm your entry by pressing the Enter key.

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48. Click Felix Lorenzen.

You can see the 360-degree view of a customer.

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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.

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51. Click HANA.

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