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How to Implement Augmented Lead Context

Introduction

Thanks to Augmented Lead Context, sales employees can be supported with context-related lead information that enhances your sales representatives with more detailed follow-up activities. Gathering business specific interaction data from any channel and transferring them into SAP Cloud for Customer provides sales teams with the real touchpoints between your company and your existing customers or prospects.

 

Business Process Overview

Let’s assume that your customer’s company plays an important role for the agricultural machinery sales. They have a website that includes downloadable brochures for the products, and they want to be aware of which prospect downloads which products’ brochure. After the user of the website downloads a document, website server can post the details related to this interaction such as download link, item of interest and contact details.

Since that means a certain level of interest for your company, this download interaction can be captured in SAP Marketing to enrich customer profiles and help your marketing team to carry out their follow-up marketing activities like a trigger-based campaign to generate leads into SAP Cloud for Customer.

 

Prerequisites

  • Custom field generation for download link and item of interest fields and WSDL document download steps (if required) have to be carried out in target system in advance (i.e. in SAP Cloud for Customer)

 

Preparing SAP Cloud Platform Integration

In SAP Cloud Platform Integration,

  1. You should choose your integration package in order to meet your requirements on discover page to copy the standard package in order to get registered contacts and interactions from the source system. If you copy the integration flow with your custom name, SAP CPI generates a URL according to your custom name as can be seen below;
    https://<CPI_TENANT>-iflmap.hcisbp.eu1.hana.ondemand.com/gw/odata/SAP/<CUSTOM_IFLOW_NAME>;v=1​

    You can create another I-Flow for the additional source system usage.

    For my example, “Third Party Application Data Integration with SAP Marketing Cloud” package is appropriate to get interaction contacts and interaction data via Create Contacts and Interactions in SAP Marketing Cloud” i-flow.

    Here you can display a sample payload for the i-flow;

    {
      "ContactOrigin": "CONTACT_ORIGIN",
      "ContactID": "CONTACTID1",
      "BirthDate": "1980-02-26T00:00:00",
      "Latitude": "47.568963",
      "Longitude": "0.551845",
      "CreationDateTime": "2018-02-06T14:24:14",
      "SpatialReferenceSystem": "YMKT",
      "FirstName": "FName",
      "LastName": "LName",  
      "Department": "Sales",
      "FunctionDescription": "Development",
      "MaritalStatus": "Single",
      "City": "LA",
      "StreetName": "Street1",
      "HouseNumber": "1045",
      "Language": "English",
      "EmailAddress": "abc@xyz.com",
      "PhoneNumber": "+911234678799",
      "MobileNumber": "+915555776387",
      "FaxNumber": "+9188887647",
      "Country": "USA",
      "AddressRegion": "CA",
      "Gender": "Male",
      "ContactPostalCode": "56002",
      "TitleDescription": "Mr.",
      "WebsiteURL": "https://www.sap.com",
      "Industry":"Software",
      "CompanyName": "IT",
      "CorporateAccountOrigin": "ACCOUNT_ORIGIN",
      "CompanyId": "COMP1",
      "EMailOptIn": true,
      "PhoneOptin": false,
      "MobilePhoneOptIn": true,
      "MobileSMSOptIn": true,
      "CommunicationMedium": "IN_PERSON",
      "InteractionType": "APPOINTMENT",
      "InteractionTimeStampUTC": "2018-02-06T14:24:14",
      "InteractionSourceObjectType": "COMMERCE_SC",
      "InteractionSourceObject": "4444",
      "MarketingArea":"MA1",
      "CampaignID": "0000004123",
      "InteractionSentimentValue":5,
      "InteractionReason":"SERVICE_ORDER",
      "InteractionIsAnonymous":false,
      "InteractionAmount":"2000",
      "InteractionCurrency":"USD",
      "InteractionLatitude":"1.2",
      "InteractionLongitude":"2.2",
      "SourceSystem":"YMKT",
      "InteractionSourceObjectAddlID":"ADD1",
      "InteractionSourceDataURL":"https://www.google.co.in/",
      "InteractionContentSubject":"TEST",
      "InteractionContent":"C-TEST", 
      "InteractionTags": [{
                      		"TagName": "finance automation",
                      		"TagType": "PRODUCT"
                		      }],
      "InteractionInterests": [{
                      		"ItemOfInterest": "ITEM_1",
                      		"InteractionIntrstWeightingFctr": 10,
                      		"InteractionIntrstSentimentVal": 4
                  },
                  {
                     		 "ItemOfInterest": "ITEM_2",
                     		 "InteractionIntrstWeightingFctr": 11,
                      		 "InteractionIntrstSentimentVal": 5
                  }]            
    }
    ​

    After the successful deployment of I-Flow, the source system can send request to create an interaction contact and an interaction with download url and item of interest in SAP Marketing Cloud system.

  2. You should establish mappings for the fields of two systems on “Replicate Lead with Business Partner Address Information from SAP Marketing” integration flow for the lead creation into SAP Cloud for Customer. Please note that you should upload a new version of WSDL document that is downloaded from SAP Cloud for Customer including newly created custom fields.

Preparing SAP Marketing System

  1. In order to create C4C Lead including download URL and item of interest, you can create a trigger-based campaign with your interaction type as a user interaction and “Create C4C Lead” as an action type.

Conclusion

Thanks to this integration option via SAP Cloud Platform Integration, you can capture your prospects’ or existing customers’ touchpoints with the detailed information into SAP Marketing System. After you have the meaningful information, you able to send context-related lead information that enhances your sales representatives with more detailed follow-up activities in SAP Cloud for Customer.

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