SAP Marketing Cloud


What is SAP Marketing Cloud?

SAP Marketing Cloud provides a customer experience that focuses on omnichannel customer communication, bringing transparency and uniformity to customer data. The solution redefines customer relationship management across multiple channels.

According to Maihiro (part of Accenture), “The SAP Marketing Cloud simplifies the daily routine of your marketing department through the application of two basic principles: consolidation of data sources, and automation. Instead of distributed data silos and Excel lists, marketing experts work with a uniform database and use both master data and interaction data to specifically address customers, contacts, and prospective customers.”

Key capabilities include:

  • Seamless lead engagement
  • Cutting-edge data visualization
  • Insights into customer behavior
  • Executive-level reports and insights

Key Considerations for SAPinsiders

What is SAP Marketing Cloud?

SAP Marketing Cloud provides a customer experience that focuses on omnichannel customer communication, bringing transparency and uniformity to customer data. The solution redefines customer relationship management across multiple channels.

According to Maihiro (part of Accenture), “The SAP Marketing Cloud simplifies the daily routine of your marketing department through the application of two basic principles: consolidation of data sources, and automation. Instead of distributed data silos and Excel lists, marketing experts work with a uniform database and use both master data and interaction data to specifically address customers, contacts, and prospective customers.”

Key capabilities include:

  • Seamless lead engagement
  • Cutting-edge data visualization
  • Insights into customer behavior
  • Executive-level reports and insights

Key Considerations for SAPinsiders

Understand strategic engagement with consumers through marketing key performance indicators (KPIs). SAP features a case study for how a holistic view into marketing performance can lead to enhanced and strategic decision making. For Emmi Group, Switzerland’s largest milk processor, engaging with consumers through social media and marketing channels was one of its leading strategies. However, there was a lack of insight into how those efforts translated into sales. Through SAP Marketing Cloud, the company examined all of its KPIs across its marketing operations. The initiative led to critical insights into the success factors of its various marketing and social media campaigns and improved data decision making for the future.

Gain greater insights about your customers by examining interactions for a more tailored approach.Behavioural Response shared a case study in which a client faced the challenge of needing to improve customer relationships by understanding their interaction points. Alfanar, a manufacturer of electrical construction products, EPC (equipment, process, and controls) solutions for conventional and renewable power plants, allied engineering services, and design engineering, wanted to better understand its customer interaction points to generate more strategic customer relationships, while also launch its campaigns through more targeted time intervals. Behavioural Response implemented SAP Marketing Cloud, providing Alfanar with an end-to-end solution that “tracks, stores, and analyzes every user action, interaction, and intention.” The result was an end-to-end business process using a standard form of the solution with very few customizations. According to Behavioural Response, “Complete reporting requirements were met. In addition, dashboards developed for management gave a complete picture of the process. An increase in revenue and ROI (return on investment) realization occurred within the second year of go-live.”

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