October 2015

Tommy Nyholm

Solution Sales Executive CEC

SAP Customer Engagement and

Commerce - CXPA

SAP SPORTS & ENTERTAINMENT At a Glance

Solutions

Sports One

Event Ticketing

Customer Checkout

Fan Engagement New dedicated Sports solutions Financials

+ 216% YoY SAP Sports & Entertainment

Total revenue growth

Customers

540 SAP Sports &

Entertainment Customers

globally

Analysis for

25m Fantasy

Football fans

Player stats for

240m fans

3k requests per sec

20.000 events

per second Internet of Things

“Match Insights”

German Soccer Team

Worldcup Brazil

NHL stats for 300m/

Fan Engagement for

250m fans

“Match Insights”

Czech Ice Hockey

Team

World Championship Performance

Fans

#sports #fan #fun #experience #analytics #Liiga #mobile #location #statistics #social #SAPhcp #SAP

@SAPFinland

Sport Club Challenges

Increase

Conversion Rate

Identify / Target

Customers

Engage

Connected Fan Base

Offer Personalized

Digital & Physical Products

Accelerate

Cross- & Up-selling Top Experience Go Global

R ob

PERSONALIZED FAN ENGAGEMENT

AT A GLANCE

• Real time engagement

with 30M fans

• Consolidate dozens of

data sources, from

merchandise and tickets

to paid subscriptions and

fantasy hockey

• Target fans based on

their favorite teams,

players, and sentiment

OBJECTIVE

• SAP hybris

Marketing

• SAP Predictive

Analysis

• SAP

BusinessObjects

TECHNICAL

IMPLEMENTATION • Grow revenue and

loyalty from

merchandizing,

GameCenter

subscribers and

tickets

• Better

personalization

across different

channels

• Better targeting and

marketing execution

BENEFITS

© 2014 SAP SE All rights reserved. 5

Ultrahack – Part of Slush Hacks

© 2014 SAP SE All rights reserved. 6

WHAT TRAVEL MARKETERS DO TODAY (WITHOUT CONTEXTUAL TARGETING)

MARY JANE SUE

Everyone in the segment gets

the same generic offer

MARY JANE SUE

REAL TIME INTENT SIGNALS

SHOW THAT:

HOW CONTEXTUAL MARKETING WORKS

LILY JANE SUE

Lily’s

interest is

in SKI

holiday

Jane’s

interest is

in holiday

and

adventure

Sue’s looking

for a hotel

for her

holiday

SAP and Thomas Cook Partnered to Develop a 360 Degree View of Traveller to Increase One-on-One Engagement

Single view of traveler data by

unifying data sources in

Customer Engagement

Intelligence platform, providing

real-time segmentation,

predictive, sentiment analysis

and campaign management

capabilities

Deliver a 360 degree “Digital

Enabled” travel experience

encompassing the entire

customer journey: dreaming,

planning, booking, pre-

departure, experiencing and

sharing (on-line, on a call to

the call center, through social

media or face-to-face, at the

airport or in a resort)

THE SOLUTION

THE CHALLENGE

To move from “one-

off transactions” to

“lifetime customer

relationships”

Ability to create a single record

for a customer that tracks all

interactions and travels with the

customer through every point of

their journey from dreaming,

planning, booking, and

experiencing

A system that helps them know

what customers are saying

about them and their products

in real time, so they can react

appropriately in a timely

manner

Ability to extract actionable

insights from customer

behaviors and preferences

during their travel process

VALUE DELIVERED

SOCIAL CONTACT INTELLIGENCE

EASILY CREATE TRAVELLER TARGET GROUPS

LISTEN, ENGAGE, AND RESOLVE AT EVERY CHANNEL, TOUCH POINT

Digitization of Resources Data is a new asset. The Network is the new

electricity.

Digitization of Work Work is no longer a place, but an activity

AT&T AND T-MOBILE SLUG IT OUT OVER A CUSTOMER ON TWITTER

Asics Case Study

Asics Case Study

Asics Case Study

Asics Case Study

© 2013 SAP AG. All rights reserved. 18 © 18

Introduction to Customer Engagement and Commerce

PREDICTIVE ANALYTICS

HANA PLATFORM

INDUSTRIES

SERVICE MARKETING COMMERCE SALES

WEB MOBILE

MARKET PLACE

DIGITAL GOODS POS

INTERNET OF THINGS

CONTENT CENTER

MARKETING CHANNELS SOCIAL EMAIL CALL CENTER

WHAT THEY

HAVE DONE

WHAT THEY

MAY DO

WHAT THEY

ARE DOING NOW

REAL-TIME

INDIVIDUALIZATION PRESENTATION OF

RELEVANT CONTENT ACROSS TOUCHPOINTS

[ SITES, APPS, ADS, EMAIL ]

THE

CUSTOM

ER

High performance customer segmentation

on Big Data in real-time

Great visualization & exploration tools to

slice and dice data on the fly

Waterfall UI with rich set of segment

operations to easily build complex

segmentation trees with real-time counting

Aggregates data towards scores, KPIs,

Sums on the fly

Optimize target groups leveraging predictive

analytics

Highly flexible on data source, incl.

unstructured data from social media,

geospatial data, SAP and non-SAP data

Unlimited ways of personalizing messages

for target group in any execution channel

SEGMENTATION

Customer portfolio analysis using the

current and potential value of your

customers

Balanced score card to detect strength and

weaknesses in a customer relationship

Whitespace analysis to derive additional

revenue potentials

Scoring of interactions on both consumers

and contacts of a buying center

KPI monitor to derive & detect trends and

patterns from time series analysis

Derive personalized engagements from

those insights

INSIGHTS - CUSTOMER VALUE

INTELLIGENCE

Thank you