Segment-of-one Marketing powered by SAP HANA
What if you could target each and every customer individually?
„Marketing today is working totally different compared to the last years“. Those were the opening words from Karina Herrmann on the SAP stage at CeBIT 2014. The SAP product manager outlined the challenge very nicely: “Many companies today have millions of customers. Capturing all interactions can lead to billions of records”. (source)
SAP’s answer for the future marketing is Customer Engagement Intelligence, a real-time solution that enables companies to instantly unlock sentiment and contact insights from both social media channels and company-internal sources to better target and influence prospects and customers in a variety of ways. With SAP Customer Engagement Intelligence you can analyse those billions of records in seconds and gain powerful insights into the customer’s behaviour.
Let’s have a look at a concrete example. A marketing manager wants to feel the pulse of the market regarding a new idea discussed over lunch with a colleague: a hybrid SUV. By using SAP Social Contact Intelligence, our marketing manager can drill down on the interests of millions of contacts, being customers, prospects or even anonymous contacts. Filters can be applied to limit the scope of the analysis to the US market, for example, and to the automotive industry only.
The interests of all selected contacts are nicely displayed as a tag cloud (s. above figure). By selecting “SUV” and “Hybrid Car” we can focus our analysis only on those interests. The end result is a tailored target group that could be used in further marketing activities, like an email campaign. But we can go even further. By switching to the Sentiment Engagement tool, we can have a deep-drill on the qualitative dimension. We can understand what those people were doing on the social networks and on the company-owned forums. The solution allows our marketing manager to answer questions like: what is the overall sentiment on hybrid SUVs? what are people saying about hybrid cars? And the loop can be closed right here: you can pick individual posts and instantly react to them.
But it is not only about the possibility of instantly reacting to a post. SAP Customer Engagement Intelligence offers all the required information in order to know how to react. You can have a deep insight into each and every contact before engaging with them. Information such as contact level, company, role, activities and interests can be accessed directly within the tool.
And it can become even more interesting: build-in predictive analytics algorithms can compute the buying propensity and assert how a target group will react to a particular product. The analysis can be run by marketing employees directly, without any support from IT.
Marketers are already familiar with dividing customers into target groups. Now it’s time for unique and individualized targeting.
Welcome to the future of marketing!