More Related Content More from SAP Technology (20) SAP HANA for Line of Business Marketing1. SAP HANA – Line of Business Marketing
Solution Overview
May, 2012
2. Legal Disclaimer
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© 2012 SAP AG. All rights reserved. 2
3. 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
© 2012 SAP AG. All rights reserved. 3
5. Your business environment is constantly changing
Shift to
Digital Communications
Fragile Economy
Deteriorating
Customer Loyalties
How deeply do these changes impact your marketing organization?
© 2012 SAP AG. All rights reserved. 5
6. … 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
© 2012 SAP AG. All rights reserved. 6
7. 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
© 2012 SAP AG. All rights reserved. 7
8. … and current relational database technology can‟t handle
the volume, velocity and variety of all your marketing data
Physical Limits
© 2012 SAP AG. All rights reserved. 8
9. 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 ?
© 2012 SAP AG. All rights reserved. 9
10. 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and outdated information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”
© 2012 SAP AG. All rights reserved. 10
11. 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
© 2012 SAP AG. All rights reserved. 11
12. 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
© 2012 SAP AG. All rights reserved. 12
13. 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 ?
© 2012 SAP AG. All rights reserved. 13
14. 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
© 2012 SAP AG. All rights reserved. 14
16. 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
© 2012 SAP AG. All rights reserved. 16
17. 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
© 2012 SAP AG. All rights reserved. 17
18. 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
© 2012 SAP AG. All rights reserved. 18
19. 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
© 2012 SAP AG. All rights reserved. 19
21. 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
© 2012 SAP AG. All rights reserved. 21
22. 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
© 2012 SAP AG. All rights reserved. 22
23. 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
© 2012 SAP AG. All rights reserved. 23
24. SAP Customer Segmentation Accelerator
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
SAP Customer Segmentation Accelerator
potential business impact:
Maximized revenues and profits
Increased conversion and response rates quick link: /rds-cust-seg
Improved marketing effectiveness
© 2012 SAP AG. All rights reserved. 24
25. 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
© 2012 SAP AG. All rights reserved. 25
26. … 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
© 2012 SAP AG. All rights reserved. 26
28. 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
© 2012 SAP AG. All rights reserved. 28
29. 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
© 2012 SAP AG. All rights reserved. 29
30. 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
© 2012 SAP AG. All rights reserved. 30
31. 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
© 2012 SAP AG. All rights reserved. 31
32. 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
© 2012 SAP AG. All rights reserved. 32
34. 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
© 2012 SAP AG. All rights reserved. 34