Goals

  • This course will prepare you to:
    • Understand SAP Hybris Marketing features and functionality
    • Perform essential marketing tasks within the application
    • Know about key customization and integration options

Audience

  • Business prospects
  • Business analysts
  • Application consultants
  • Project managers

Prerequisites

Essential

  • Fundamental understanding of marketing concepts

Recommended

  • None

Course based on software release

  • SAP Hybris Marketing 1605 on premise

Content

  • Unit 1 – Introduction
    • Goals and scope of the course
    • How to get access to the SAP Hybris Marketing free trial version
  • Unit 2 – Marketing Data Management
    • Data Collection
    • Contact and Corporate Fact Sheet
    • Contact Engagement
    • Sentiment Engagement
    • Customer Journey Insight
    • Simple Scores
    • Importing Files
    • Data Privacy
  • Unit 3 – Predictive Model Management
    • Predictive Models and Predictive Scenarios
    • How to Choose the best Model Fit
    • Creating a new Heuristic and Predictive Model
    • Architecture
  • Unit 4 – Segmentation
    • Using the Segmentation Builder
    • Working with Building Blocks
    • Creating a new Segmentation Model
    • Leveraging Geospatial Maps and Reference Objects to create Segmentation Models
    • Technical Background and Customizing Options
  • Unit 5 – Target Groups
    • Target Group Categories, Statuses and available Actions for Target Groups
    • Target Groups and Control Groups
    • How to create a new (Live) Target Group
  • Unit 6 – Recommendation
    • Product Recommendations
    • Recommendation Models, Algorithms, Recommendation Model Types and Recommendation Scenarios
    • Offer Recommendations
    • Integration Scenarios with SAP Hybris Commerce
  • Unit 7 – Acquisition – Campaign Management
    • Campaign Types, Statuses and Actions
    • Email and SMS Campaigns
    • Creating Personalized Campaign Content
    • Automated A/B Testing
    • Export Definitions and File Export
    • Facebook Campaigns
    • Paid Search Campaigns
    • Lead Management
    • CRM Campaigns
    • Cloud for Customer Campaigns
    • Newsletters and Landing Pages
    • Communication Categories
  • Unit 8 – Convert
    • Track and detect cart and website abandoners
    • Add personal information to follow-up Email campaigns
    • Categorize a customer’s interests and score his behavior and intent to purchase
    • User Interfaces: ATProGui, Conversion Dashboard, Support Tool
  • Unit 9 – Loyalty
    • Setup-tasks within the YaaS platform
    • Define Scopes and Roles
    • Configure a Loyalty project in YaaS
    • Create and manage Email, Card and Coupon templates
    • Define rules for a Loyalty program
    • Manage Loyalty program members
    • Analyze the success of a Loyalty program
    • SAP Hybris Marketing Integration
    • SAP Hybris Commerce Integration
  • Unit 10 – Insight
    • Insight for Sales
    • Insight for Marketing
    • Using the Marketing Executive Dashboard
    • Installing and Importing Data into the Marketing Executive Dashboard
  • Unit 11 – Planning
    • Budget Planning, Spend Planning and Spend Management
    • Create transparent marketing plans in the Marketing Calendar
    • Key customizing options
  • Unit 12 – Business Administration
    • Manage User Lists, Interaction Interests and Marketing Attribute Categories
    • Map Free Text Items
    • Creating Customer Journey Events
    • Analyzing Integration Errors and Application Logs
  • Unit 13 – Technical Basics
    • Architecture of the SAP Hybris Marketing solution
    • System Landscape Considerations
    • Deployment Options
    • Installation and System Configuration
    • Rapid Deployment Solutions
  • Unit 14 – Integration
    • Inbound and Outbound Interfaces
    • Integration to SAP and non-SAP solutions