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Welcome to the blog posts of the SAP CX Services Marketing Practice.

We are happy to share our experience with you around Marketing Business Technology, Integration and Analytics.

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Background

With SAP Marketing Cloud, there are various standard integrations for outbound channels available. Examples are SAP Digital Interconnect, Amazon or Alibaba for outbound mails and/or SMS, WeChat or Line for message campaigns or Google Ads for Paid Search or Display Ad campaigns (among others).

If you want to integrate additional third-party outbound channels, SAP Marketing Cloud offers different options to implement these:

All of these options serve different purposes. This blog post serves as an overview and comparison about the options.

Comparison

External campaign execution Open Channel integration Generic Email Service Provider integration Generic Text Message Service Provider integration Export File API CDS View-based OData API
Overview Replicate campaigns for execution in external systems, e.g. for Ad campaigns (any DMP, DSP) Transfer target groups to outbound channel which require custom processing Integrate any Email Service Provider (ESP), e.g. Inxmail Integrate any Text Message Service Provider (SMS, social, mobile messages), e.g. WhatsApp integration via MessengerPeople Read content of export files based on Export Definitions Read data from CDS views via generated OData API
Entity types

Campaign (mandatory, incl. parameters)

Target groups (optional, incl. personalization data)

Campaign success (optional, see below)

Campaign

Target groups (incl. personalization data)

Emails

  • content [HTML + plain text]
  • Recipient
  • Sender
  • sentAt
  • campaignId
  • OutboundId
Text messages

  • content [plain text]
  • Recipient
  • Sender
  • sentAt
  • campaignId
  • OutboundId
Target groups (incl. personalization data) Any entity from standard or custom CDS view

  • target groups
  • campaigns
  • custom business objects
Personalization

Performed in external system

Transfer of personalized contact attributes via export definition (optional)

Performed in external system

Transfer of personalized contact attributes via Export Definition

Performed in SAP Marketing Cloud

Transfer of personalized emails

Performed in SAP Marketing Cloud

Transfer of personalized text messages

Performed in external system

Contact attributes are available via API

Performed in external system

Contact attributes are available via API

Maximum package size 10.000 1.000 1.000 1.000 Packaging highly recommended Packaging highly recommended
SAP Marketing Cloud custom logic support Five enhancement implementation options:

  • Define Implementations (mandatory)
  • Define Parameters for Implementation (optional)
  • Define Global Settings for Execution (optional)
  • Enhance Payload for Data Transfer (optional)
  • Define Template for Outbound Interaction (optional for outbound, mandatory for inbound)
Standard campaign success handling SAP Marketing Cloud requests campaign success data in a periodic way (every 4 hours) Enhancement implementation for writing outbound interactions

SAP Marketing Cloud requests bounce information every 10 minutes, when the campaign has been executed within the last 48 hours. After 48 hours the bounces are collected every 4 hours

Typically tracked by ESP: bounce, complaint

Tracked by SAP Marketing Cloud: mail sent, mail opened, link click

SAP Marketing Cloud requests status information every 10 minutes, when the campaign has been executed within the last 48 hours. After 48 hours the bounces are collected every 4 hours

Typically tracked by message provider: bounce

Tracked by SAP Marketing Cloud: message sent, link click

Additional campaign success handling On project basis (API-based) On project basis (API-based) On project basis (API-based) On project basis (API-based) On project basis (API-based) On project basis (API-based)
Transfer messages / campaign content No No Yes Yes No No
Instances per system 1, more can be requested via ticket Not limited 1 1 Not limited Not limited
Communication scenario ID SAP_COM_0037 SAP_COM_0049 SAP_COM_0234 SAP_COM_0258 SAP_COM_0311 Derived from CDS view name

Summary

This blog post has presented and compared the different options to integrate additional third-party outbound channels. While external campaign execution should be used to replicate campaigns and Open Channel to transfer target groups to a system which requires custom processing, the generic adapters for emails and text messages enable an integration with ESPs or text message providers. The two presented API-based approaches help to provide relevant data for external execution via APIs.

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