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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.”
408 results
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Video: Learn How SAP HANA Cloud Enables Epsilon to Digitally Transform Its Customers’ Marketing Data and SystemsJul 16, 2021 — When a marketing and communications organization falls behind in meeting its customers’ evolving expectations, behaviors, and demands, business suffers.
In connecting technology with the business, a marketing leader can improve the efficiency and effectiveness of marketing communications programs to meet customers where they live. But in going through digital transformation, marketing leaders mostly see things from a marketing perspective.
Epsilon, the leader in outcome-based marketing for top global brands, agencies, and publishers, underwent its own digital transformation while supporting the changing data needs of its customers.
In this story, the digital transformation started from within Epsilon’s walls. Internal customer implementation processes were arduous and ineffective. To address the problem, the company leveraged SAP technology to develop a single, streamlined SAP architecture. The solution - SAP HANA Cloud running on AWS - serves as the company’s single source of truth.
Additionally, with SAP technology at the center, Epsilon is helping its customers build more effective marketing programs. One example includes a customer with a goldmine of data, but it was mismatched and lived across disparate systems.
Epsilon helped the customer address challenge by making the customer’s data more concise. A key aim was to help the customer achieve the same business value but with a smaller footprint solution. After cleansing the data, Epsilon guided the customer in its transition into an SAP HANA Cloud environment.
In this SAP HANA Cloud implementation case study, Epsilon shares key challenges and learnings about the digital transformation journey in marketing organizations.
Read this customer story and learn:
- How Epsilon combines SAP HANA Cloud and best data practices to help optimize marketing communications programs for its customers.
- Why a knowledgeable SAP service partner is vital to a marketing organization's effort to connect business and technology.
- What role a single source of truth system plays in helping marketing organizations extract more value from data.
- About how implementing SAP HANA Cloud as a technical foundation of a digital transformation journey requires staying on top of changes to ensure customer project success.
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