The basic step to start any marketing activities is to collect the fullest possible data about our current client and potential client. Especially at a time when overloading with marketing activities will have the opposite effect than intended. Therefore, we try to understand customers as best as possible.
In the previous blog (https://bilot.group/sap-marketing-cloud-omnichannel-i-pelen-profil-klienta-skad-sie-to-bierze/) we focused on explaining how to combine data from different sources into one profile . Below, in turn, we present the possibilities offered by SAP Marketing Cloud (https://www.sap.com/products/crm-commerce/marketing.html) in terms of presenting contact data. First of all, we will discuss the most important tabs of the contact profile.
After logging in to the system, find the “Contacts” tile and use the search engine to search for and open the contact you are interested in.
After opening the contact profile, we see basic data such as name and surname, e-mail address, photo, interaction summary (when and what type of interaction took place), marketing consents (in accordance with GDPR, the system must ensure transparent management of marketing consents with customers and ensure that when sending them – SAP Marketing Cloud stores this data. They can come from all connected data sources), a cloud of tags with specific customer interests and a list of recently sent marketing campaigns.
By going down, we can see information about the last interactions of contact with our company.
For a more detailed analysis of interactions, see the “Interactions” menu. In the foreground, we see a cloud of tags representing the interests of the contact. Below we find a slider for setting the date range from which we are looking for interactions. Thanks to this, we can easily select the period of interest to us to analyze customer behavior. The icons below allow us to select (and display) a specific type of interaction such as:
- Purchase in the online store,
- Marketing campaigns for this contact (shipping),
- Phone calls,
- Events (for example, fairs),
- Events in the network (registration on our website, downloading a file from the website, opinion issued in the store, abandoned cart)
- News from social media
It is worth emphasizing that this is not a finite number of interaction channels with the client. SAP Marketing Cloud allows us to create our own types of interactions (e.g. for integration with a loyalty system, customer service system, etc.).
In the “Personal Data” tab, we see a simple summary of the master data about a given contact. There are communication data, marketing areas (the ability to assign a contact to a specific area, e.g. global, continent, country, province, etc., which is responsible for marketing service) and additional information (of course, it is possible to add additional fields on this screen depending on the needs ).
The “Origin Data” tab allows you to track how the system combined data about a given client coming from various sources. It was described in more detail in the previous blog https://bilot.group/sap-marketing-cloud-omnichannel-i-pelen-profil-klienta-skad-sie-to-bierze/
Another equally interesting tab is the tab presenting Scory. Based on the customer’s data, the system can calculate, for example, the level of customer activity or assign it to a given group of customers. In other words, Scory is used to give ranking ratings, which are later used in marketing activities (e.g. in the segmentation itself). An example is score:
- Which birthday celebrates contact The contact’s last activity (when was the last interaction),
- Customer loyalty level,
- The best time for marketing shipping,
- Tendency to leave,
- Sentiment analysis (testing the marking of posts -> extremely negative, negative, neutral, positive, extremely positive) posts on social networks,
- Many more that can be created with the corresponding SAP Marketing Cloud -> Score Builder application. There are also predictive models that can be used to compute Score.
Going to the “Marketing consents” tab, we see the consent for contact with the client in a transparent form. SAP Marketing Cloud is able to collect them from systems connected to it. If the customer has registered for any newsletter, this information will also be there. In the example below, we can see that the customer does not agree to be contacted by e-mail, but agreed to be contacted via Facebook, Twitter and Google Ads. Of course, depending on the permissions, SAP Marketing Cloud can only present marketing consents or we can give the user (an employee of the marketing department) the right to edit consents. In the case of direct contact with the customer, the sales representative may change the consent to contact in the system. The system will record who and when changed the consent. Additionally, in the note, the representative enters the reason for this change.
What does consent to marketing contact or refusal give us? When sending a marketing campaign, the system will automatically not include a person on the shipping list if there is no registered consent for this form of contact.
The Commerce tab in the case of integration with the SAP Commerce system (or a third party system) allows you to present purchase recommendations for a given product based on the activity of a given person. SAP Marketing Cloud analyzes the entire history of the customer’s “life” and is able to propose products that are likely to interest the customer (eg through the use of algorithms – eg association, most viewed, most purchased, top N in a given category). Recommendations for the customer are displayed when he is in the online store, in a place made available for such prompts.
In the next blog, we will discuss the very interesting functionality of “Customer Journey Insight”, which allows you to illustrate the individual customer journey from the first contact with our company to the purchase of a given product or service.