Wednesday, August 16, 2017

Target your Customers with SAP Hybris Marketing Cloud

We are all familiar with those marketing emails or registered mail that does not seem properly marketed, irrelevant to the receiver and thus not targeted well at all. SAP Hybris Marketing Cloud promises to put an end to all that by understanding the customer and send relevant messages to the right customers.

This all starts with the SAP Hybris Marketing basic concept of customer profiling, which is all about capturing and enriching relevant customer information to create one single view of customers and customers' interactions. There is a whole lot to say about customer profiling, how to build up the profile, how to work with customer profiling and how to analyse the customer profile. A lot of information can be found of course on the SAP Hybris Marketing Help Portal: SAP Help Hybris Marketing Cloud

Today I would like to focus on Segmentation and the creation of Target Groups with SAP Hybris Marketing Cloud, based on customer profiles. There are a few scenarios that SAP demonstrates in its Trial Center that I would like to mention here. If you'd like to play around with the segmentation possibilities yourself, I highly recommend you to request the SAP Hybris Marketing Cloud Trial on the SAP Hybris Marketing Help Portal. I will use this SAP Hybris Marketing Cloud Trial system here also to show you some examples of segmentation scenario's.

Apply filter attributes to segment your customer data

This first scenario of segmenting your customer data by filtering attributes is quite familiar to all us SAP CRM consultants. Based on customer attributes and building blocks (a segmentation structure that you can create yourself to save a set of frequently used segmentation filters) we can apply filters and filter operations to segment our customer database. From any created segment you can then create a target group that includes the customers that you have identified in your segment.
In below screenshots you see for example that I filtered on Age above 25 and Country NL. To do this you can make use both of the drag and drop functionality, where you drag an attribute to the segment and select a comparison operator and value and optionally give a segment name. You have the familiar Keep, Exclude, Separate and Distribute options available. Not much new compared to what we are already used to.
But as you can see in my second screenprint, by clicking the attribute you can also see a preview for your segment. In the case of the selected attribute 'country' for example, the preview shows a map from which you can select the country filter that you'd like to apply to your segment. In case you select multiple countries and create multiple segments that way you can then later Merge, Intersect or Subtract. Also familiar options for us. For other chosen attributes the preview shows a graphical representation of the segment for that attribute, like a Pie Chart or Bar Chart. From there you can Keep, Exclude, Separate or Distribute your segment for that attribute. I invite you to play around a bit with all this. It is quite intuitive.


Creating Target Groups using Geospatial Segmentation

Under 'Consumers' you can select the attribute 'Geolocation'. In the top right corner of the map that is then displayed you have the option to 'Show Clustering'. When you choose this option you can see the geographical distribution of all your contacts, with the red circles indicating a high number of contacts and the green circles a low number.

Now in the Location field you can enter a location and a radius for your segmentation (don't forget to click 'Add Radius'). Let's say for example I would like to segment all my contacts in a radius of 10 kilometers from Amsterdam:

The result will be a blue mark that you can click on to see the details of your selection. Now when you click 'Keep' in the upper left corner of the preview for the segment, a new segment is added with all the contacts within your chosen radius of Amsterdam. From here you can even drill down deeper, use other filters to segment further or create a Target Group directly on the segment created by geospatial segmentation.

Segmentation Using Buying Propensity

If you'd like to address contacts with high buying propensity you can use the attribute 'Buying Propensity' under 'Scores'. The buying propensity of contacts is calculated based on their interactions within a given time period and their attributes. It indicates how likely it is that a customer buys a certain product. Calculations are done within predictive models for which I would like to refer to the SAP Help Portal for more details. Predictive modeling is an entire topic on itself.
In my example I would like to address the contacts of my created segment based on geolocation in the previous example, with the highest buying propensity for a certain product . So I select my 'geolocation segment' first and then hit 'Buying Propensity'.  In the preview that comes up select one of the available products for which you want to know your contacts with the highest buying propensity. You will now see a graph with the highest ranking contacts on the left side:

In this example you see selected 30% of the top-ranked customers. So 40 customers (Field Selected Customers) belong to the 30% top-ranked customers. You can change this to any percentage that you wish. Let's say we leave it to 30% and hit 'Keep' in the upper left corner of the preview. You will then create a segment with the 30% top-ranked customers. Now you can continue with further segmentation or the creation of a Target Group.

These are just a few scenario's of how to create relevant target groups for your campaigns with SAP Hybris Marketing Cloud. SAP Hybris Marketing Cloud offers you a wide range of possibilities in segmentation. Acorel is currently discovering all these options and more. So stay tuned for more future blogs on SAP Hybris Marketing Cloud!