FAQ – SAP S/4HANA Marketing Cloud: Consumer and Customer Profiling
You find questions and answers to the following topics:
1. What is Marketing Data Management?
Answer: Marketing Data Management deals with persons and their interactions in a way specifically tailored for Marketing. The Interaction Contact is a marketing specific view on a person interacting with your company. This person can be a B2C consumer, or a B2B contact, or indeed both. The person is characterized by stuff that you know about the person itself like age, gender, hobbies, job function etc. and the things the person does, which we call Interactions. Interactions can range e.g. from Product Views in a Web Shop, Downloads on a web page, Click-through from an email, attending an event, inbound phone calls, to a stripped-down sales-order e.g. from a CRM system. Scoring and Analytics, whether predictive or rule-based, combines available information to derive e.g. Propensities to buy or product recommendations. All of this becomes the fuel to drive segmentation and marketing execution to address each person in an individual way.
2. How does Marketing Data Management deal with the different sources of person data?
Answer: The Interaction Contact is modeled in a way that it can carry all the different identities of the person along with their origin. As an example, the Interaction Contact John Doe can be known as Business Partner with ID “123456” coming from CRM, as a web shop consumer with account ID “firstname.lastname@example.org” and Loyalty Program Member with ID “JDOE” etc. This enables marketing execution to communicate with John Doe in a consistent way across all channels.
3. How does Marketing Data Management differ from traditional master data management systems?
Answer: Marketing Data Management is conceived to support marketing specific use cases with the specific data needs of marketing to communicate consistently with each individual in a personalized way across all channels. Marketing Data Management is never the leading system and hence does not provide any services for master data governance nor distribution. The data is always owned by the originating system, whether it be ERP, CRM, a web shop, a web application, mobile application or whatever else. Marketing Data Management merely stitches these different identities together to enable consistent communication across all channels.
4. How can I get posts from social media platforms into Hybris Marketing?
Answer: With the on premise deployment solution, you can get data from Twitter, Facebook fan pages, and Google+ via the Rapid Deployment Solution (RDS) rapid data load for SAP Hybris Marketing. With S/4HANA Cloud Marketing Edition, you can get data from Twitter using the Twitter Integration package from the HCI Content Hub. Alternatively, you can connect other, arbitrary data sources using the interaction inbound interfaces. You can also consider connecting internal systems, such as a complaint management system.
5. Where does the Sentiment Engagement feature’s sentiment analysis come from?
Answer: If it is not provided from external sources, the sentiment is derived automatically from an incoming social post using SAP HANA Text Analysis. Additionally, entities like product and company names are extracted from posts. These recognized entities can be mapped to interests that are linked to the social post.
6. What can I do with social posts in Hybris Marketing?
Answer: You can analyze social posts using Sentiment Engagement. You can also leverage data from social posts such as derived sentiment or interest that you can use to define target groups for segmentation.
7. How can I link social posts to my known contacts?
Answer: When you receive social posts, typically only a channel-specific user ID, such as a Twitter ID, is provided. To find the corresponding contact, you must be able to link the incoming ID to an internally-known ID, like an email address. The best way to get this link is to implement an integrated social login solution. If, for example, you implement social log-in on your web shop, then your contact’s social media user ID and all other known IDs, such as the contact’s email address, can be merged into one contact in Hybris Marketing.
8. What about data privacy?
Answer: Clarify any data privacy specifications with your data privacy officer. Hybris Marketing provides an inbound marketing permission check for social posts. Depending on your settings, incoming posts are either stored with a reference to the contact, are anonymized, or fully discarded. It is possible to store posts by contact if there is consent from that contact that allows you to harvest social posts on that channel. If there is no explicit “yes” or “no” for a given contact, your marketing permission configuration, using parameters like the social media channel or the country, is applied.