SAP HANA for Line of Business Marketing

SAP HANA – Line of Business Marketing
Solution Overview
May, 2012

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© 2012 SAP AG. All rights reserved. 2

Agenda

1. Challenges and Opportunities for Marketing

2. Introducing In-Memory Computing Technology and SAP HANA

3. Creating Business Value in Marketing with SAP HANA

4. Customer Benefits

5. Summary


Challenges and Opportunities
for Marketing

Your business environment is constantly changing

Shift to
Digital Communications

Fragile Economy
Deteriorating
Customer Loyalties

How deeply do these changes impact your marketing organization?


… and being driven by a “Big Data” trend

30M networked
sensors nodes
growing 30% y/y
Smart phones
growing 20% y/y 5B Mobile Phones
in Use

Facebook

Population of 7B 800M active users
in 2011 30B pieces of
content shared/month
48 hours of video
uploaded/minute

You need to take control of a fast-growing volume of many
types of data ...

VELOCITY
Worldwide digital content will double in 18
months, and every 18 months thereafter.
IDC

Mobile
CRM Data
Segmentation
Planning Emails Demand

Tweets

Social Media
Leads

Speed
VOLUME Velocity
VARIETY
In 2005, mankind created Customer 80% of enterprise data will
150 Exabyte of information. be unstructured spanning
In 2011, 1,200 Exabyte‟s traditional and non traditional
will be created. Customer Loyalty sources.
The Economist Gartner
Campaigns


… and current relational database technology can‟t handle
the volume, velocity and variety of all your marketing data

Physical Limits


Whilst marketing objectives remain the same

Improve brand equity

Improve return on Improve marketing
marketing investment operational
(ROMI) effectiveness

Do you have the right technology to support your objectives ?


As a marketing professional, you are struggling with ...

“Time-consuming marketing
analysis often based on incomplete
and outdated information
So I cannot react fast enough to
market changes and optimize the
return on marketing investments”

“Difficult to access detailed “Inability to leverage high
marketing-related data of many volumes of customer data from
types multiple sources
So I cannot build marketing So I cannot fully understand
programs to deliver an optimal or anticipate customer
customer experience” demands and behaviors”


Chief Marketing Officers feel unprepared for big data

71% of CMOs are unprepared for the Data Explosion issue
“
“
One of our biggest challenges is in data analysis. For
the complexity and size of our organization, we are way
behind,”
- Consumer Products CMO in US

We‟re drowning in data. What we lack are true insights,”

- Life Sciences CMO in Switzerland

At this moment, I don‟t know how our marketing
department will cope with the expected data explosion.”

- Utilities CMO in Netherlands
Source: “From Stretched to Strengthened”,
IBM Global Chief Marketing Officer Study, October 2011


Better leverage your data to be one step ahead

Successful marketing organizations recognise the value of
effectively utilizing their data

67%
Segmentation / targeting 53%
Winning ways CMOs in
56% outperforming organizations invest
Awareness /education 36% more effort in capturing an using
data to foster customer
54% relationships
Interest/desire 35%
Outperforming organizations
58%
Action/buy 49% Underperforming organizations

50%
Use/enjoy 34%

51%
Bond/advocate 31%

Source: “From Stretched to Strengthened”, IBM Global Chief Marketing Officer Study, October 2011


Powerful customer insights can boost marketing
performance

Leading businesses can outpace the competition because they can:
 Base decisions on the latest, granular
multi-structured data
Fumblers
 Make decisions on analytics rather than
Fumblers
intuition
 Frequently reassess forecasts and plans
 Utilize analytics to support a spectrum
Fact Finders
of strategic, operational, and tactical
Fact Finders
decision making
 Rapidly evaluate alternative scenarios

n=1,002
Source: IDC„s SAP HANA Market Assessment, August 2011

How well do you leverage your own data ?


How can you create more value and become a
data-driven marketing organization?

What Marketing needs from IT

Slice and dice into high
volumes of data
Access to real-time and trusted
information
Deep insights into all
kinds of data
Fast analysis and
simulations
Complete marketing information
in one single place
Business users being able to
create their own customer
insights and analysis


Introducing In-Memory Computing
Technology and SAP HANA

SAP HANA
Breakthrough innovation with in-memory computing

In-memory computing is a technology that analyses massive quantities of data in
local memory so that the results of complex analyses and transactions are
available at your fingertips – and business decisions can be executed without delay

With in-memory technology, you can:
 Gain Real-Time – know it when it happens
 Go Deeper – ask any question on any data
 Act Broadly – manage large volumes of data
 Run Faster – analyze at the speed of thought
 Get Flexibility – eliminate pre-fabrication requirements


SAP HANA, modern platform for real ‘real-time’

(Other query SAP Business
tools) Objects tools

What is SAP HANA?
SAP HANA ™ is a modern platform that SAP HANA
SAP HANA
information
modeling
leverages the power of in-memory computing composer

Enables to drive businesses in real-time on
an ever increasing massive volume of data

Can be deployed as an appliance or SAP
Business
delivered via the cloud Suite Real-time
copy
SAP HANA

Batch bulk
uploads
Other
data sources

SAP Business
Warehouse


A platform for innovative real-time analytics and applications

(Other query SAP Business
Real-time solutions powered by SAP HANA tools) Objects tools

 New Accelerators and Analytic Content for
powerful analysis and reporting on big data
Real-Time Business
 New Applications for highly innovative Real-Time Real-Time
processes and business models Analytics Applications

Real -Time
Trusted Data
Benefits

SAP HANA
SAP
 Make smarter and faster decisions Business
SAP in-memory
Suite Real-time computing
 React more quickly copy

 Unlock new opportunities
Batch bulk
uploads
Other
 Invent new data-driven business models data sources

 Ensure quick time-to-value SAP Business
Warehouse


Bringing more choice with SAP HANA

Solutions powered by
SAP HANA
Take advantage of standard
solutions delivered on top of
SAP HANA to innovate without Easy to deploy
disruption Rapid deployment
solutions

SAP HANA
Non-Disruptive Benefit from fixed cost and
SAP in-memory
computing scope solutions for more
predictability and quicker time-
to-value

Flexible

SAP HANA platform
Leverage SAP HANA as a
platform to address your
unique needs


Creating Business Value in
Marketing with SAP HANA

SAP HANA for Line of Business Marketing

Insights Real-Time Speed

Gain deep Provide instant Enable fast
insights into access to real-time analysis and
large amounts of marketing-related simulations
marketing-related information
data

Empower marketing with real-time yet non-disruptive innovations


Solutions powered by SAP HANA
for Line of Business Marketing

Insights Real-Time Speed

SAP Customer Segmentation Segment high volumes of customer data at
Accelerator unparalleled speed
SAP NetWeaver Business Warehouse Accelerate business warehouse operations
powered by SAP HANA to drive higher performance


SAP Customer Segmentation Accelerator

Customer Customer
Pain Points Needs
 Inability to access all customer data in one  Access customer data as and when needed
place  Analyze high volumes of different types of
 Latency when analyzing large volumes of customer data from all available sources
customer data  Optimize segmentation and targeting
 Lack of tools to make own segmentations

The Solution: SAP Customer Segmentation Accelerator
Segment high volumes of customer data at unparalleled speed



Key Key
Capabilities Benefits
 Deep insights into up-to-date  Recognize and react to
customer and marketing constantly changing customer
information behavior and preferences
 Deep customer segmentation of  Deliver highly personalized and
precise audiences relevant marketing programs
 Instant analysis of large volumes  Accelerate the business impact
of customer data of marketing

potential business impact:
 Maximized revenues and profits
 Increased conversion and response rates quick link: /rds-cust-seg
 Improved marketing effectiveness


SAP and a global partner ecosystem offer Rapid
Deployment Solutions to get you started…

Software
• that quickly addresses the most urgent business
processes SAP Rapid
Deployment Solutions
Content
• SAP best practices, templates and tools for easy
solution adoption
Software

Enablement Service Content

• educational material supports fast and effective Enablement

end user adoption

Service
• defined scope and fixed price provide for lower
risk


… providing predictability, out-of-the-box integration and
a variety of adoption choices to suit your business needs

Predictability
 Fast value in days/weeks SAP Rapid
 Fixed cost and fixed scope Deployment Solutions
Integration
 Integrated start and growth options
 Immediate and future IT and business
processes landscape integrity

Choice
 Modular packages to meet specific business
needs and allow individual adoption paths
 Flexible licensing and deployment options


Turning issues into opportunities with SAP HANA

Marketing analysis is
Accessing detailed Exploring high volumes
often based on
Issues

marketing-related data of of customer data from
incomplete, inaccurate
many types is very multiple sources can be
and often outdated
difficult very time-consuming
information

SAP HANA
Opportunities for Marketing

Gain deep insights Enable fast analysis
into large amounts of Provide instant access and simulations
marketing-related data to real-time marketing-
related information

Unlock business Empower marketing Accelerate
opportunities with your with true real time differentiating
big data marketing processes

Unlock business opportunities within your big data

By gaining deep insights into large amounts of marketing-related
data, you can:

Increase revenues by Improve customer Reduce marketing
identifying new customer loyalty by creating spend and maximize
segments and business highly personalized business impact by
opportunities marketing programs testing and simulating
outcomes prior to launch


Empower marketing with true real time

By getting instant access to real-time marketing-related information,
you can:

Increase market Optimize conversion Improve customer
share and margin with rates with real-time loyalty by reacting
innovative solutions visibility into results quickly to every
and business models consumer interaction


Accelerate differentiating marketing processes

By enabling fast analysis and simulations, you can:

Increase business user Optimize ROMI with Enhance overall
productivity with self- consolidated views of marketing
service access to all all relevant marketing performance with
information, faster information a better orchestration
marketing analysis and of the key marketing
simulations processes


What the customers say

“
“
T-Mobile
Understand, message, and market to customers more effectively
across millions of daily interactions
Jeff Wiggin, VP Enterprise Systems Development

BSH Home Appliances Corporation
Create business forecasts in seconds rather than days
Dr. Jürgen Sturm, CIO

BOOAN Ltd.
Use real-time dashboards to better react to market changes
Zhang Meili, COO

For more information, please visit our SAP HANA website: http://www.sap.com/hana/reviews/index.epx


Top ten reasons why customers choose SAP HANA
Bringing Marketing to the next level

1 6

All Data Cloud
Manage massive data volume at high speeds Step up to the world„s most advanced cloud
2 7

Any Source Innovation
Gain insights from structured and unstructured data The ultimate platform for business innovation

3 8

Real-Time Simplicity
Enable real-time interactions across your value chain Fewer layers, simpler landscape, lower cost

4 9
Analysis Value
Unlock new insights with predictive, complex analysis Innovation without disruption adds value to legacy investments

5 10

Applications Choice
Run next-generation applications Open choice at every layer to work with your preferrred partners


SAP HANA for Line of Business Marketing

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