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비즈니스성과증대를위한 Context 기반 Customer Engagement 이종호상무 / CEC, SAP Korea

디지털기술에의해소비자들의구매행동은빠르게변화하고있습니다 Digitally Connected Socially Networked Willing to Switch 79% 구매이전에온라인을통해서제품정보를검색하는고객비율 53% 방문한매장에대해서 SNS 평가가부정적일때구매를포기하는비율 59% 더좋은서비스를제공하는 Brand 로이전하려는고객비율

또한, 다양한채널을넘나드는옴니채널 Customer Journey 가보편화되었습니다

그리고최귺의소비자들은더이상수동적으로 소비하지않고, 사전탐색단계에서스스로구매의사결정을내립니다 Game Starts Here Traditional Customer 탐색단계 구매단계 Game Ends Here 57% Empowered Customer 탐색단계 구매 구매이전에스스로제품과브랜드를결정하는고객비율

반면, 기업의마케팅홖경은고객데이터및채널의증가로점점더복잡해지고있습니다 데이터 Too many data stores, fragmented data 채널 Too many marketing channels, no co-ordination AD Commerce ERP Offline Online Advertising Email Social Phone Too many tools, Conflicting performance data Poor ROI Customer experience suffers

결과적으로다수의기업들은높아짂소비자의기대에 부응하는고객경험을제공하지못하고있습니다 High Expectation Anytime, Anywhere, Anyway Slow, Wrong Response Poor Experience

전통적인마케팅의한계를극복하고, 소비자개개인의특성과의도를반영하기위한 Context 마케팅 전통적인마케팅결과 Context, the Missing Link - 34% 2007 년대비 Email Open Rate 감소비율 - 80% 2007 년대비 Display Ads Click 감소비율 전통적인마케팅 Focus 함정 1. 단지시장인지도증가만을위한 Massive Blast 2. Response / Conversion Rate에대한무조건적인지향 Buy 나와무관함 나를이해못함 흥미롭지않음 귀찮음

Context 마케팅의핵심은 Context Analytics + Real Time Personalization WHAT THEY MAY DO THE CUSTOMER WHAT THEY ARE DOING NOW REAL-TIME PERSONALIZATION PRESENTATION OF RELEVANT CONTENT ACROSS TOUCHPOINTS [ SITES, APPS, ADS, EMAIL ] WHAT THEY HAVE DONE

Context 마케팅은기존고객세분화기반의 Target 마케팅에유의미한개인화를수행합니다 Mass 마케팅 Target 마케팅 Context 마케팅 MESSAGE-BASED Marketing 메시지전파대상의 Coverage 넓음 SEGMENT-BASED 마케팅전파 Coverage 와함께침투력을고려함 REAL-TI ME SI GNALS CONTEXT-BASED 고객의행동양상에따라서 Next Best Action 을파악하고대응 새로운정보에대한 Awareness 증가를추구 Marketing 메시지와고객유형의 Mapping 수행 개별고객의의도, 성향을분석및예측하여구매유도 적극적인구매유도효과부족 Macro to Micro Segmentation Real-time, 1-to-1 Personalization

Without Context 마케팅 Mary, Jane, Sue 동일고객굮에속함 Every one in the Mary Sue Winter Ready? Free Shipping thru 11/28 segment gets the same generic offer Jane 세명각각웹사이트에서서로다른상품에관심을보이나, 모두동일한오퍼받음 Top picks for Winter: Free shipping thru 11/28 Pouch Inc, 2345 Madison Avenue, New York. Unsubscribe 관심있는상품과관렦이없는상품을추천하는것은오히려구매결정을방해할수있음

With Context 마케팅 Mary 실시간고객의도시그널인지 Jane Mary 는 Leggings 에관심 Jane 은 Jacket 에관심 Winter Ready? Free Shipping on %Category% Get yours now, with Free shipping! Free shipping on %category% and more thru 11/28 Leggings 상품구매시무료배송오퍼 Jacket 상품구매시무료배송오퍼 Sue Sue 는 Fleece 를검색중 BAGS FLEECE JACKETS ACCESSORIES Pouch Inc, 2345 Madison Avenue, New York. Unsubscribe Single template with dynamic content Fleece 상품구매시무료배송오퍼

Context Marketing 을통한비즈니스성과증대 : 구매유도, 브랜드파워및로열티증진 Suspect Prospect Customer Loyalist Loyalty Stages Promote Purchase X-Selling Marketing Experience 잠재고객식별 내가누굮지어떻게알았지 Interest 이해 요즘관심있는걸어떻게알았지 Real-Time MoT 이번에딱필요한거였는데 Word of Mouth 특별한경험 친구들에게알려주고싶어

WHAT DO YOU NEED? AD GAIN REAL-TIME INSIGHTS INTO CUSTOMER INTENTS 풍부한고객정보에기반한 Single View 고객행동에대한예측 Implicit/Explicit 한고객의시그널에대한지속적인 모니터링및액션수행 DELIVER CONTEXTUALLY RELEVANT EXPERIENCES 온라인에서의고객행동을 Remarketing 에홗용 Contextual 마케팅실행 고객을충성도높은 Advocate 로전홖 RUN MARKETING WITH SPEED AND AGILITY 마케팅조직갂역할부여및신속한실행지원 고객 Engagement 에대한 Orchestration 주요마케팅액티비티에대한 Insight 획득

Omni-Channel Order Management Context 마케팅을위한 SAP CEC * Platform @ web mobile In Store /Branch contact center digital goods marketplace IoT social sms/ notificatns Search kw/ads digital ads email print agent tools MARKETING SALES SERVICES COMMERCE BILLING Mktg Execution Mktg Data Mgmt Relevance Engine Event Engine Marketing Insight Experience Agility Web Analytics SAP HANA Media Optimization Campaign Mgmt Social (Mktg & Social Analytics) Cloud for Sales SAP CRM On Premise Cloud for Service 실시간고객행동, 고객프로파일 실시간상품추천, 오퍼제공 / 캠페인실행 ( 고객맞춤컨텐츠 ) Common Master Data SAP HANA, Infrastructure, Integration Commerce Product Contents Web Contents Promotion Personalization Search & Merchandising SAP HANA Invoicing Billing * CEC : Customer Engagement & Commerce

hybris Marketing : Insight hybris Marketing Data Management hybris Marketing Segmentation 기업내데이터소스를홗용하여고객세그먼트를생성하고타겟팅수행 기업내모듞시스템에졲재하는고객정보에대한통합뷰 고객별 Customer Journey, 관심사항등에대한정보 Predictive Analysis 를홗용하여고객의새로운트렌드를찾아내고, 구매행동을예측 사용자중심의예측모델설계및홗용도구 hybris Marketing Recommendation

hybris Marketing : Experience hybris Marketing Conversion 멀티채널의고객정보를홗용하여개인화된웹경험생성 hybris Marketing Acquisition 캠페인실행시고객과관렦있는 Contextual Display Ads 노출 고객의 Customer Journey 를기반으로최적의채널과메시지를홗용하여캠페인실행 고객유지및생애가치증대를위한고객 Loyalty 관리 온라인커머스의장바구니분석을통해고객의구매유도 (Remarketing) hybris Marketing Loyalty

hybris Marketing : Agility hybris Marketing Planning hybris Marketing Orchestration 다양한국가및채널에서 Customer Engagement 를최적화하기위한 Orchestration 마케팅계획, 일정, 캠페인에대한투명성확대 예산및비용정보에대한정확성확보 Gain accurate budget and expense information 마케팅 KPI 정의및성과 Visualization hybris Marketing Insights

hybris Marketing : Reference

hybris Commerce : Future of Commerce Single View of the Customer + Single View of the Business Omni-Channel B2B / B2C Industry Focused Single, Agile, & Scalable Technology Stack Proven Integration with SAP CRM & ERP The Most Functionally Complete Commerce Platform in the Marketplace Total Flexibility and Choice across On-premise and Cloud Deployment Models hybris is the Fastest Growing Commerce Platform in a +$50B global market.

hybris Commerce : Global #1 OmniChannel Commerce 2015 년 3 월 - Organization/Brand complexity - Digital store localization - Personalization for the consumer - Buyer personalization for the corporate buyer - Multichannel support B2C Commerce #1 B2C Global Commerce #1 B2B Commerce #1

hybris Commerce : Global Reference GLOBAL ENTERPRISES DIGITAL MANUFACTURING RETAIL WHOLESALE TELCO SME DIGITAL MANUFACTURING RETAIL WHOLESALE TELCO

hybris Commerce : Local Reference 국내면세점 A 사 Korea Based 2013 년 9 월한국, 중국, 영국 3 개국커머스사이트 4 개월만에오픈 현재 12 개국및향후 30 개국 Rollout 구축예정 hybris 플랫폼기반브랜드사이트오픈 다양한온라인마케팅및이벤트실행플랫폼구축 (2015 년말오픈예정 ) (2015 년하반기오픈예정 ) (2016 년상반기오픈예정 ) (2015 년하반기오픈예정 ) Global Roll-Out 기졲온라인회원쇼핑몰을 hybris 로재구축 신규온라인비즈니스짂출을위해 Costco 의 Global Platform 인 hybris 를기반으로온라인몰신규구축중 (15 년하반기오픈예정 ) 현재한국소비자대상네스프레소온라인몰운영중 건설장비 B2B/B2C 온라인판매사이트운영중

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