SAP Marketing Cloud LinkedIn integration

SAP Marketing Cloud LinkedIn integration

You can now transfer a target group to LinkedIn Campaign Manager to create a Matched Audience in LinkedIn for your LinkedIn marketing advertising campaigns. Use the Matched Audiences to reach members on the LinkedIn professional network and drive sales or customer engagement.

You use the campaign execution framework to schedule the transfer of a target group to LinkedIn Campaign Manager. You can set a recurrence for the campaign to determine how often the target group is sent to LinkedIn to refresh the Matched Audience before the end date of the campaign.

You choose the ad account for whom the audience is created and the name of the audience that you’re creating in LinkedIn.

Once the target group reaches LinkedIn, the target group members are matched with the members of LinkedIn and those contacts who are in both systems are included in the Matched Audience.
Only those members who have opted-in to marketing permissions are included in the Matched Audience.

Please note that to keep the Matched Audience in LinkedIn synchronized with the opt-in and opt-out permissions of the target group members, the campaign must remain open.
Any target group members who opt out after the transfer to LinkedIn are removed from the Matched Audience on a daily basis. The Matched Audience is no longer refreshed when the campaign in SAP Marketing Cloud has reached the end date.

LinkedIn Campaign Manager

All set? You can then create a campaign in LinkedIn to target those customers specifically on the LinkedIn platform.

Choose ‘Next’ to setup your LinkedIn Campaign which consists of the following steps

• Objective selection
• Audience
• Ad format
• Placement
• Budget & Schedule
• Conversion Tracking

Choose the Matched Audience based on the target group you selected in SAP Marketing Cloud, select the ad format, placement and budget you want to spend on your ad.
Forecasted results are shown at the right to better understand the impact and costs of your LinkedIn ad campaign.

Finally, set-up you ad and review & launch your LinkedIn ad campaign.

Please not that the LinkedIn Audience Transfer action in campaigns is only used to transfer contacts, not accounts.
Also, the campaign in SAP Marketing Cloud isn’t connected to any campaigns in LinkedIn, and therefore we don’t read back any performance data from those campaigns. The campaign performance can only be analyzed in the LinkedIn Campaign Manager overview where several performance charts are available.

SAP Marketing Cloud – Multichannel Campaigns now available

Combine External Campaigns with Direct Campaigns

It is now possible to execute multiple marketing events/campaigns in one single marketing campaign. Eg. You can send email messages and push notifications in parallel to the same target group and alongside also send your (external) target group to another DMP (eg. Google or Facebook).

Business Benefits
▪ In a single campaign, model the elements that belong together without having to create separate campaigns per channel
▪ Intuitively take follow-up steps on other platforms by transferring contacts based on activities in SAP Marketing Cloud campaigns

Key Capabilities
▪ Support for true multichannel campaigns: Combine steps executed in the SAP Marketing Cloud solution, such as sending emails or mobile push notifications with steps executed on other platforms, such as displaying ads through Google Campaign Manager.
▪ Hand over audiences and create or assign external campaigns anywhere in the automation flow.

SAP Marketing Cloud Integration Flows 1911 release

Following my previous post on SAP Marketing Cloud Integration Flows for previous release, please find below the up-to-date integration flows of 1911 release with SAP Cloud for Customer:

Integration	Description
Confirm Business Activity Replication to SAP Marketing	Business Activity Replication from SAP Marketing
Confirm Lead Replication to SAP Marketing	Lead Replication from SAP Marketing
Replicate Business Activity from SAP Marketing	Business Activity Replication from SAP Marketing
Replicate Business Activity to SAP Marketing	Business Activity Replication to SAP Marketing
Replicate Business Attribute Assignment to SAP Marketing	Business Attribute and Assignment Replication with SAP Marketing
Replicate Business Attribute Set to SAP Marketing	Business Attribute and Assignment Replication with SAP Marketing
Replicate Business Partner Relationship to SAP Marketing	Business Partner Replication to SAP Marketing
Replicate Business Partner to SAP Marketing	Business Partner Replication to SAP Marketing
Replicate Campaign from SAP Marketing	Campaign Replication from SAP Marketing
Replicate Lead with Business Partner Address Information from SAP Marketing	Lead Replication from SAP Marketing
Replicate Marketing Lead to SAP Marketing	Lead Replication to SAP Marketing
Replicate Marketing Permission to SAP Marketing	Marketing Permission Replication to SAP Marketing
Replicate Opportunity to SAP Marketing	Opportunity Replication to SAP Marketing
Replicate Service Ticket to SAP Marketing	Service Ticket Replication to SAP Marketing
Request Campaign Interactions from SAP Marketing	Request Campaign Interactions from SAP Marketing
Request Marketing Permissions and Subscriptions from SAP Marketing	Request Marketing Permissions and Subscriptions from SAP Marketing
Value Mapping for SAP Cloud for Customer and SAP Marketing Integration	Value Mapping for SAP Cloud for Customer and SAP Marketing Integration
Deprecated – Replicate Lead with Business Partner Address Information from SAP Marketing	Lead Replication from SAP Marketing

For more info, please check api.sap.com.

SAP Marketing Cloud – Import Monitor does no longer visualize Data for Imports

After the SAP Marketing Cloud tenant upgrade to Release 1911, the ‘Data’ bubble in the Import Monitor is no longer working – the payload for failed imports can no longer be displayed.

Reproducing the Issue

1. Open the Import Monitor and navigate to an import in status error.
2. Use the ‘Data’ bubble to visualize the payload for the failed import.
   
3. Observe that the payload is not displayed as expected. Instead the ‘Data’ bubble disappears.
   

Cause

SMC Release 1911 introduced new authorization control for displaying payloads of imported data. Authorizations are now controlled via business catalog ‘Marketing – Settings for Import Header Payload’ SAP_CEC_BC_MKT_IHP_PC.

Resolution

• Open the related business role of the affected user in the ‘Maintain Business User’ app
• Assign the business catalog ‘Marketing – Settings for Import Header Payload’ to the business role

• Enable display authorization in the business role restrictions settings as required either for ‘Error’ or ‘Success’ Imports or both

Export button and Import button are invisible in Contact(s) app for SAP Marketing Cloud release 1911

If you open the Contact(s) app and check the buttons in menu, you do not see the export and import button anymore since release 1911.

The reason for this is that new catalogs are shipped with 1911 to provide option to control Export button and Import button in Contact app.

Please add the delta catalogs for the affected users.

• SAP_CEC_BC_MKT_ICA_PC (Marketing – Import Contact and Accounts)
• SAP_CEC_BC_MKT_ECA_PC (Marketing – Export Contacts and Accounts)

Cheers!

SAP Marketing Cloud – Emails for Provider SAP Digital Interconnect (DI) are not delivered

Symptom

You execute an email campaign in SAP Marketing with SAP DI as email service provider. Although there is no error returned in the execution log, and the EMAIL_OUTBOUND interaction is created properly, the emails are not delivered to the recipients.

Environment

SAP Marketing Cloud

Reproducing the Issue

1. You execute an email campaign or perform an email test send from the content studio app
2. Neither the campaign log, nor the content studio show any errors
3. You observe that the emails are not delivered

Cause

As a CSA (Certified Sender Alliance) requirement it is mandatory to have the “List-Unsubscribe” in the email header. The send request needs to follow this pattern:

“SAPnotification”: {
 …
 “configuration”: {
  “email”: {
   “senderName”:”Email Sender”,
   “replyTo”: “”,
   “replyToName”:””,
   “subject”:”=?UTF-8?B?dGVzdA==?=”,
   “headers”:[{
    “name”:”List-Unsubscribe”,
    “value”:”<http://sap.com>,<mailto:test@test.com?subject=4FDF212751CB0065B74F25A623B2C17D6F0AD923>”
   }]
  }
 }

If the “List-Unsubscribe” is not available in the email header, the email won’t be delivered.

Resolution

Make sure that a list unsubscribe email or follow-up page is maintained for the email. The list unsubscribe can be maintained the following ways:

• for the sender profile

• for the email in the email settings

See Also

For further more detailed information please refer to the SAP Marketing Cloud Online Help

Opting-Out and Unsubscribing by Email

How to use SAP Customer Data Cloud (Gigya) profile information in SAP Marketing Cloud

SAP Customer Data Cloud from Gigya is designed to help your company build better relationships with your customers through transparency and trust. The customer data management solution of SAP can help transform your business into a true customer-first enterprise, enhancing and personalizing your customers’ journeys while respecting their preferences and privacy.

SAP Customer Data Cloud consist of three pillars:

SAP Customer Identity: Identify, engage, and protect your customers

SAP Customer Consent: Be transparent, gain loyal customers, and protect your business

SAP Customer Profile: Power trusted digital experiences with first-party data

While SAP Customer Identity manages the customers and the SAP Customer Consent manages the consent, the SAP Customer Profile connects this data into various channels, including SAP Marketing Cloud.

A real powerful tool for managing profiles, consent and privacy, but how can SAP Customer Data Cloud’s first-party, permission-based user information be integrated into the SAP Marketing Cloud platform, and turn it into actionable data for segmentation, targeted real-time marketing leading to a 360 degree view of people interacting with your brand(s)?

How does it work?

For example, in your (commerce) website you get a lot of anonymous visitors who look at your products, maybe download information or put products in their shopping basket, but never iden tify themselves. With SAP Customer data cloud you have the possibility to identify those customers more easily, try to get to know them to turn them into loyal customers and even true ambassadors of your brand(s).

One option to do this is for example is via a scroll pop-up on your website to engage visitors to subscribe to your newsletter when reading a specific news article or browsing a specific product category on your website. This way you identify your -at first anonymous- visitors and save their profiles in Customer Data Cloud. This is also called Progressive Profiling.

The profile in Customer Data Cloud is saved as a Lite Registered account together with his communication preferences (permissions) and given consent (subscriptions). This will change to a Full Registered account when the customer eventually registers himself and creates an account on the website; for example after placing an order.

To push the profile data together with communication preferences and consent to SAP Marketing Cloud, an IdentitySync dataflow needs to be created in Customer Data Cloud that will extract data from CDC, rename fields and re-formats values to match the SAP Marketing Cloud format.

This data flow will call an OData API (in this case the API_MKT_CONTACT_SRV) of SAP Marketing Cloud to push the profile, communication preferences and consent data to Marketing via ETL. Within the step parameter this API is defined, together with the settings for Communication Category (Subscription) and Communication Medium (Permission).
Sending the data can be done manually, but normally this is done via a scheduled job, which runs every <nr> of minutes.

On the SAP Marketing Cloud side you create a communication system, communication user and a communication arrangement for this.

After the profile and consent data is pushed from SAP Customer Data Cloud it is available as a Contact in SAP Marketing Cloud together with the Interaction that was saved for subscribing to a newsletter.

Profiles app shows the latest interactions of contacts, in this case ‘Newsletter Subscription’.

Contacts app shows the profile information like Name, E-mail, Lite or Full Registration account, Interaction data, Origin data (Gigya) and Permission Marketing data.

Now the profile information is available in SAP Marketing Cloud you can start using it for segmentation and targeted real-time marketing.
Let’s say you want to target only your Lite Registration customers via an email campaign to arise their interest for new products.

First open the Segmentation Model and select only the Lite Registration contacts:

Second, create a Target Group of all contacts that are Lite Registration contacts and release the target group to use it in a campaign.

Now create the Email campaign with this Target Group and choose the triggers that you want to use to follow-up these contacts. This can be a phone call or a lead as a follow-up in Sales Cloud.

Curious how you can turn your visitors into loyal customers?
Feel free to contact me at rj.jansen@gmail.com

SAP Marketing Cloud – Custom Analytical Queries are no longer visible in SAP Analytics Cloud

Symptom

SAP S/4HANA custom analytical queries are no longer visible in SAP Analytics Cloud (SAC).

Reproducing the Issue

1. Use the “Custom Analytical Queries” Fiori App in SAP S/4HANA to create a Custom Analytics Query.
2. Create a Live Data Connection to SAP S/4HANA in SAP Analytics Cloud.
3. Notice that the Custom Analytics Query does not show up after the latest update.

Cause

• A new search for queries was developed
• This new stricter search was also adopted by SAC with respect to authorizations given in CDS views.

Resolution

General roles, more precisely roles like SAP_BR_ANALYTICS_SPECIALIST needed to be enhanced for the Custom Analytical Queries app. (in some other cases the role Analytics – Query Design (SAP_BCR_CA_ANA_AQD_PC) have to be enhanced)

• To see local created custom queries, please ensure that valid authorizations on authorization object SDDLVIEW have been added:

object SDDLVIEW
with values
DDLNAME = YY1_*, YY9_*
DDLSRCNAME=*
ACT = *

• About the prefixes for DDLNAME please read through our Users’ Guide.

For SAP S/4HANA Cloud or SAP Marketing Cloud please follow the steps described in the article 2710858.

Marketing Cloud Content studio – Missing language in the drop-down list when creating an email

Symptom

Only certain languages are available in the language drop down list when creating a new email or a new email template in the Content Studio App.

Environment

SAP Hybris Marketing Cloud – SAP Marketing Cloud

Reproducing the Issue

1. Open Content Studio App
2. Click Create button
3. Create new e-mail
4. Check the list of languages under Language dropdown
5. Look for and try to choose the desired language
6. The language that you are looking for is not there.

Cause

The reason for this is that the texts that describe personalization attributes, which are ID fields (such as Title ID) are only translated in the system if you can also log on to the system in the same language.

Resolution

The system is working as designed because during the creation of a new email or mail template, you can only use those languages, which are available as logon languages.

SAP Marketing Cloud – Maintain Root Certificates for Amazon SES

SAP Marketing Cloud – Maintain Root Certificates

Beginning of January 2018 Amazon has started to exchange Root Certificates and sent out corresponding mails to their customers.

If customers ignore these emails hence do not upload the new certificates various issues when trying to send E-mails via Amazon SES might occur:

1. Test send does not work
2. Start of campaign does not work
3. Check report shows errors for HTTP destination in Provider section
4. Campaign execution stops or is slow
5. Application Log shows ‘HTTP request failed’ errors like ‘SSL handschake with email.xxx.amazonaws.com or ‘ICM_HTTP_SSL_PEER_CERT_UNTRUSTED’

For more information, see Blog “Amazon SES and the Amazon Trust Services Migration” https://aws.amazon.com/blogs/ses/669-2/

Steps:

1. Go to page https://www.amazontrust.com/repository/ and download the Root Certificates there (all of them (5) via the corresponding ‘DER’ link)
2. Afterwards upload those certificates via “Maintain Certificate Trust List App” to the SAP Hybris Marketing System.
3. You are all set up now!

Any questions, please contact me!

 

SAP Marketing Cloud Segmentation – Usage of different ID Attributes

In SAP Marketing Segmentation you want to create a segment using the ‘ID’ attribute as a filter. The count of the segment is lower than expected or the IDs in the segment preview are not following the ID Origin selected.

Reproducing the Issue

1. Log on to Fiori Launchpad in SAP Marketing
2. Open the Segmentation Models App and create a new Segmentation Model
3. Use the following ID attributes as filter for creating a new segment
4. Observe different counts for similar filter values for both ID attributes

Cause

The provided Segmentation Content contains different attributes for IDs, having different business meaning.

Resolution

Make sure to use the correct ‘ID’ attribute in the underlying Segmentation Object. To find the correct attribute access the Segmentation Configuration app and navigate to the underlying Segmentation Object and the correct Data Source Alias. The example shows the Segmentation Object ‘Contacts – SAP_CONTACT_ENGAGEMENT_SIN’ from the SAP Hybris Marketing Cloud Edition.

The Segmentation Object SAP_CONTACT_ENGAGEMENT_SIN, Data Source Alias SAP_CE_CONTACT_IA_ERP_CUSTOMER provides the following attributes, both with the label ‘ID’:

• IC_ID: attribute IC_ID refers to the ID of an interaction contact – filtering on a certain IC_ID (together with the IC Origin) brings back any contact that is part of the Segmentation Profile. This attribute should be displayed in the ‘Contacts’ Group.
• ID: attribute ID refers to the Contact ID within an interaction – filtering on a certain ID brings back all contacts that have interactions created with a certain ID. This attribute should be displayed in the ‘Interactions’ Group:

Various different Segmentation Objects in the SAP Marketing Cloud Edition and On-Premise Versions will provide similar ID attributes, the approach to display the correct ID attribute within the correct group is the same independent from the Segmentation Object used.

The Segmentation Configuration app is available in the Cloud Edition and On-Premise Releases starting from 1709.

Everything you need to know about SAP’s new CRM product: C/4HANA

SAP SE (NYSE:SAP) today fulfilled its ambition to disrupt the marketplace for customer relationship management (CRM) with the formal introduction of a new suite of applications, SAP C/4HANA, to help businesses serve and retain customers. SAP also announced the SAP HANA Data Management Suite, the industry’s first comprehensive data management solution that enables companies to turn data sprawl into business value.

The announcement was made by SAP CEO Bill McDermott at the company’s annual SAPPHIRE NOW conference.

SAP C/4HANA is an integrated offering designed to modernize the sales-only focus of legacy CRM solutions. Following the completed acquisitions of market leaders Hybris, Gigya and CallidusCloud, SAP now ties together solutions to support all front-office functions, such as consumer data protection, marketing, commerce, sales and customer service.

“SAP was the last to accept the status quo of CRM and is now the first to change it,” McDermott said. “The legacy CRM systems are all about sales; SAP C/4HANA is all about the consumer. We recognize that every part of a business needs to be focused on a single view of the consumer. When you connect all SAP applications together in an intelligent cloud suite, the demand chain directly fuels the behaviors of the supply chain.”

Building on the company’s reputation as an end-to-end business solutions provider, the new SAP C/4HANA suite will offer full integration with SAP’s business applications portfolio, led by its market-leading ERP suite, SAP S/4HANA. The combination of assets features new machine learning capabilities from SAP Leonardo, a set of intelligent technologies the company introduced last year, as well as the new SAP HANA Data Management Suite, which enables companies to gain visibility and control of their highly distributed data. The company’s overall strategy, focused on helping businesses run as intelligent enterprises, highlights the demand for a balanced approach to automation in the workplace.

Expanding its customer service solutions offerings, SAP also announced it has acquired Switzerland-based Coresystems FSM AG to improve field-service customer experience, especially in the manufacturing, energy, high-tech and telecommunications industries. Coresystems’ platform service provides real-time scheduling for customer-service requests and uses artificial intelligence-powered crowd-service technology. This  broadens the service technician pool to include company employees, freelancers and industry partners to assign the best-qualified technician to each call by taking into account expertise, location and availability of the individual service expert.

These announcements come on the heels of Europe’s new General Data Protection Regulation (GDPR), which took effect on May 25. The massive regulatory change has caused businesses to take a critical look at their legacy CRM investments.

Managing Data to Reach Customers

All systems rely on data, yet the challenge facing companies today is distributed data — data that is not just in transactional systems but scattered across products, machines and people. It is about data that must be ingested, prepared and made enterprise relevant. SAP HANA Data Management Suite enables enterprises to turn massive amounts of data — both structured and unstructured — into valuable, usable knowledge, no matter where it resides. SAP HANA Data Management Suite allows customers to maximize the potential of their data safely, simply and efficiently.

More About SAP C/4HANA

The SAP C/4HANA portfolio includes SAP Marketing Cloud, SAP Commerce Cloud, SAP Service Cloud, SAP Customer Data Cloud (including the acquired Gigya solutions) and SAP Sales Cloud (including the acquired CallidusCloud solutions). Additionally, SAP Sales Cloud unites the SAP Hybris Revenue Cloud solution and SAP Hybris Cloud for Customer (comprised of SAP Hybris Sales Cloud and SAP Hybris Service Cloud solutions).

These cloud solutions — formerly on the market under the SAP Hybris brand name — as well as SAP’s commerce and customer engagement organization are now consolidated under the SAP Customer Experience business unit to support a consistent brand experience.

Improve customer engagement with Facebook advertising in Hybris Marketing Cloud

As a marketer one of your objectives can be to improve your customer engagement with Facebook advertising. What if you could select your best customers and create a target audience that is based on these customers and also represent people who show similar behavior? And what if you could deliver only relevant messages to this target audience to improve brand awareness, reach, lead generation and conversion?

Paid advertising on Facebook is one of the most immediate ways to impact the reach of your content. Most advertisers understand the real value of Facebook Advertising as a way to generate traffic and real business value. More than 42% of marketers report that Facebook is critical or important to their business.

Some figures:

• Over two billion people use Facebook and over 700 million use Instagram every month.
• Over 1.3 billion people on average log onto Facebook daily and are considered daily active users
• 1 of every 5 minutes people spend on mobile is on Facebook or Instagram.

What are Facebook ads?

Facebook ads are paid messages from businesses that are written in their voice and help reach the people who matter most to them. Advertisers create campaigns that have specific goals, which we call advertising objectives, and they create ads within those campaigns to help them reach those objectives.

For example, a business may create a campaign because they want to get more people to visit their website or webshop. When they create ads within that specific campaign, they’ll choose images, text and an audience that they think will help them get that increase in visitors.

The following objectives are available within Facebook:

• Awareness: Objectives that generate interest in your product or service
• Consideration: Objectives that get people to start thinking about your business and look for more information about it.
• Conversions: Objectives that encourage people interested in your business to purchase or use your product or service.

How to target the right people?

To target the people who are right for your business, you can use the information that is available about your customer(s), such as interests and behaviours, to choose your audience on Facebook.

In Hybris Marketing Cloud it is possible to select your best customers as a target audience and upload them to a Custom Audience in Facebook. Custom Audiences in Facebook help you find your existing customers and contacts on Facebook. Connecting with the people on Facebook who you are already connected to, can help you improve relationships and drive sales.

Furthermore, after you have created a Custom Audience in Facebook, you can also create a Lookalike Audience based on that. Lookalike Audiences helps you find people on Facebook who are similar to your customers or contacts. It uses the insights you’ve gained from your Facebook marketing and increases your chances of reaching people who might be interested in your business.

How do you setup a Facebook Campaign in Hybris Marketing Cloud?

Let’s say that you are a wintersports company that wants to do a Facebook advertising wintersale campaign on last year’s snowboard collection. For this, you have to carry out the following steps in Hybris Marketing Cloud:

1. Plan your Facebook advertising campaign
2. Build your Facebook advertising campaign by selecting your target audience and creating the Facebook ads campaign
3. Execute your Facebook advertising campaign by uploading your target audience to Facebook and creating your ad in Facebook
4. Monitor and adjust your Facebook advertising campaign to maximize results

* Prerequisite: You already own a Facebook Business Manager account with Facebook and have setup the integration between Hybris Marketing Cloud and Facebook for authentication purposes.

1. Plan your Facebook advertising campaign

Use the Hybris Marketing Cloud Marketing Calendar to plan your campaign at the right time by choosing a timeframe and filter to view which campaigns are currently active and which are planned in the future.

2. Build your Facebook advertising campaign

Select your target audience for the Facebook advertising campaign by selecting your best customers in Hybris Marketing Cloud via the Profile Dashboard.

In the Profile Dashboard you can analyze contact data to determine the interests of certain groups of contacts, the sentiments related to these interests, and the channels in which the contacts are active. You can also directly create Target Groups or Segmentation Models from within the Profile Dashboard.

Select your target audience by choosing a specific Timeframe (Q3-Q4 2017), Country (Germany), Interest (‘Snowboarding’ for our wintersale) and preferred communication channel (Social).

Now you have selected your target audience, you can create a target group. Choose the ‘Create Target Group icon on the right top of the screen to create the target group for your Facebook advertising campaign (for example ‘WINTERSALE_FB_TG’).

Choose ‘Save and Open’ to go to your created Target Group and ‘Release’ it.

Now, you want to create the Facebook Campaign in Hybris Marketing Cloud to send your selected target audience (Target Group) to Facebook as a Custom Audience. Go to the ‘Campaigns’ app, select ‘Create’ and choose ‘Facebook Campaign’ as campaign type.

Define a name and description (Wintersale Facebook Campaign) for your Facebook advertising campaign and select Facebook ads as Category. Also, select the previously created Target group ‘WINTERSALE_FB_TG’ and choose ‘Create’.

The flow-based campaign designer is opened and here it is possible to maintain general details for the Facebook advertising campaign, such as Schedule time (Immediate) and Frequency (Recurring), Media type (Social), Priority (High), Interests and Tags.

After the general settings we choose the Facebook campaign action block in the flow-based campaign designer to choose the Facebook advertiser account we want to use and our Objective for this campaign (Reach).

Choose ‘Authenticate’ to authenticate yourself with Facebook.

After a few seconds, authentication with Facebook Ads is carried out successfully.

Choose ‘Done’ to close the flow-based campaign designer.

3. Execute your Facebook advertising campaign

Choose ‘Start’ to execute the campaign and send your target audience to Facebook to create a Custom Audience for your Facebook Ads campaign.

How does this work?

Facebook users are identified by email addresses or phone numbers. Before the transfer to Facebook, data is hashed (one-way encrypted) so that personal data can not be traced. This is also in the context of the new GDPR privacy law which will be effective as from May 2018. In Facebook the hashed values are matched to known email addresses and telephone numbers and corresponding Facebook users are added to the Custom Audience.

Go to Facebook by clicking on the ‘Custom Audience on Facebook’ or ‘Campaign on Facebook’ tile in the campaign and login with your business manager account. Check if your just uploaded target audience is created as Custom Audience ‘WINTERSALE_FB_TG’ in Facebook Ads.

Within this section it is also possible to create Lookalike Audience(s) in Facebook, based on the Custom Audience.Now, we want to create our Facebook ad. Therefore go to the Ads Manager via the Facebook menu and choose ‘Use existing campaign’ to select the just created ‘Wintersale Facebook campaign’.

Within the Ad configuration, section Ad set, you choose the created Custom Audience ‘WINTERSALE_FB_TG’. If created, it is also possible to select the Lookalike Audience(s) and you can select the Location(s) to show your Facebook Ad.

Final step of Ad creation is creating the Ad which will be shown in Facebook.
It is possible to add only text or also use photo or video content. After your satisfied on how the Ad looks in the preview, you choose ‘Confirm’ to start the Facebook Advertising Campaign in Facebook.

Monitor and adjust your Facebook Advertising Campaign

While your Facebook Ad campaign is running or after it has finished, it is possible to check the success within the campaign. Therefore go to the ‘Success’ tab in the specific Facebook Advertising campaign to check the KPI’s such as: Reach, Impressions, Likes and Costs and use this information to improve the results of your campaigns.
It is also possible to view the pre-delivered Facebook campaign operational report ‘Campaign Success for Facebook’ in SAP Analytics Cloud to analyze multiple campaigns at once. This report is available via button ‘Analyze’ in Campaign app.

Enjoy creating your own Facebook Advertising campaigns in Hybris Marketing Cloud and stay tuned for more on building and executing highly effective marketing campaigns in Hybris Marketing Cloud.

Hybris Marketing Content Studio: Not able to create Email Templates, Emails, Confirmations and Text Messages

The Hybris Marketing Content Studio does allow to create Landing Pages only but no Emails, Confirmations, Email Templates and Text Messages.

Reproducing the Issue

1. Log on to Fiori Launchpad in Hybris Marketing or S/4 Hana Marketing Cloud environment.
2. Open the Content Studio App.
3. There is Landing Pages Content available but no Emails, Confirmations, Email Templates, nor Text Messages.
4. Creating new Content does allow to created Langing Pages only. There is no option to create Emails, Confirmations, Email Templates, nor Text Messages.
   

Cause

There is some Campaign Communications related Configuration missing. Emails and Text Messages require a Sender Profile to be sent out – if there is no Sender Profile available in the System the option to create Email Content and Text Messages is not available.

Resolution

SAP Hybris Marketing On-Premise Installation:

1. Maintain connection to the Email or Text Message Provider in the Provider Configuration using the following Customizing path:

   SAP Hybris Marketing > Campaigns > Campaign > Define Provider Configuration

2. Create a Sender Profile for the Provider Configuration using the following Customizing path:

   SAP Hybris Marketing > Campaigns > Campaign > Define Sender Profile

For testing the configuration there is the check report CUAN_MKT_EXEC_CHECK_CONFIG available. Further information about the test report and how to handle the check result is available with the following SAP note: 2375193 – Errorhandling of campaign execution issues

S/4HANA Marketing Cloud:

1. Create Communication Arrangement for the predefined Campaign Execution Scenario for the relevant for the predefined Email or Text Message Provider. This is done in the Communication Arrangements App available in the Communication Management.

   
   The following Communication Scenarios are available in the standard Content:

   SAP_COM_0016  Marketing – Campaign Execution Amazon SES Integration (together with SAP_COM_0039  Marketing – Campaign Execution Amazon E-Mail Bounce Integration)
   SAP_COM_0040  Marketing – Campaign Execution SAP Mobile Services Email Integration
   SAP_COM_0041  Marketing – Campaign Execution SAP Mobile Services SMS Integration

2. Maintain the Access Key in the Provider Credentials for the Email and Text Message Service Provider and Maintain the Sender Profiles using the Provider Credentials App and the Sender Profiles App available in the Segmentation and Campaign Configuration.

   

How to create response e-mail templates in Hybris Marketing / S/4HANA Marketing Cloud

SAP S/4HANA Marketing Cloud allows you to design and send highly personalized, dynamic and device independent e-mails.
You can:

• Manage responsive e-mail templates to enforce layout and corporate identity.
• Design, test and upload HTML templates from external editors
• Restrict layout editing by E-Mail authors
• E-Mail Editor with text formatting, tables pictures, links etc.
• Simplified and flexible search and linking of pictures in Digital Asset Management (DAM), Web Content Management (WCMS) or Product Catalog Management (PCM) like Hybris Commerce or OpenText (only in private cloud or onpremise)
• Tracking of events like open mail, click link etc. directly in S/4HANA Marketing Cloud

The responsiveness of a mail template is controlled by an inline CSS which provides styles which determine how text, pictures and tables behave on the various mail clients and form factors.

Here you can download the source code of responsive HTML mail templates. You can use it as a starting point for building your own mail templates or just to test the responsive mailing capabilities of SAP Hybris Marketing and S/4HANA Marketing Public/Private Cloud.

• Fashion and retail template
• Sports and enteratinment template

How data-driven is your marketing department?

Marketing has evolved from creative newspaper, magazine and billboard advertising, to processes that are designed to drive customer engagement and accelerate business growth. With all the data at their hands nowadays, what is necessary to become a data-driven organisation?

“Ultimately, a data-driven marketing organisation learns to use data analytics as part of all marketing campaigns; from setting-up your campaign to post-campaign review. Within a data-driven organisation, information can move freely, is consistent across all channels and decision makers at all levels use data to better serve their customers.” (source: Forbes Insight Report) 

So what does this mean and how can your organisation use data analytics to create data-driven marketing campaigns? 

SAP Hybris Marketing – Execute Facebook campaigns

As from release 0611 it is also possible to execute Facebook campaigns, in SAP hybris Marketing, with ad spend visible as a key figure in the charts of the detailed spend planning application

With this feature, when you are executing Facebook campaigns, ad spend is now visible as a key figure in the charts of Detailed Spend Planning.

 

 

 

 

 

 

 

 

Further enhancements include:

New Campaign User Interface (UI)

You are now provided with a new campaign UI to create and access your campaigns. To open it choose ‘Campaigns’ under ‘Campaign Management’.
From here, you create a new campaign using the plus sign (+) on the right and then choose the required campaign in the popup:

• Blank Campaign opens the previous UI. From here, you have access to all campaign categories.

• Email Campaign opens the new campaign UI for an email campaign that enables you to design your campaign by dragging and dropping the required triggers and actions to the corresponding places.

• Facebook Campaign opens the exisisting Facebook Campaign UI (see above).

• Paid Search opens the existing Paid Search campaign UI.

• Transfer Leads opens the existing Transfer Leads campaign UI.

• Trigger-Based opens the new campaign UI for a trigger-based campaign.

Managing Email Templates, Emails and Text Messages

The following new functions are available:

• You can now create content for messages (emails, confirmation emails or text messages) in different languages. This enables a marketer to send messages in different languages in a single campaign. If no matching content is available, content in the default language is used.

• You can now insert product recommendations in emails.

 

The Top 10 Questions Every Brand Must Answer To Grow In 2015

Every marketeer faces a dizzying array of choices in terms of strategy, tactics, and tools through which to reach their customers and inspire them to buy your products. As the media landscape becomes more fractured and the tools more varied, it’s more important than ever to stay focused on the right priorities that will ensure short-term and long-term success. With that in mind here are the top ten questions every brand must answer if they hope to grow in 2015.

1. What is your brand’s purpose? Every marketer is now aware that Boomers, Millennials, and Gen Z generations are looking to brands to be more responsible in exchange for their product purposes. As such, a clear definition of your company purpose is critical to capturing their attention and converting their support to sales.

2. What is your brands story? Once you have defined your brand’s purpose, mission, and vision you need to be able to distil that into a brand story that employees and customers want to share. Only then will you unlock the power of social technologies to amplify your message and build your customer community.

3. How do you align your leadership, employees, and partners around that brand story? Too often marketers think only in terms of how they will share their story with customers and ignore the need to create a company culture that is in alignment with that story.

4. How do you align your corporate citizenship, sustainability and foundation efforts? For decades each one of these areas had been treated as distinct silos within a company matrix. As such, they are often insufficiently connected or aligned with a brand’s story. Only when they are all pointed in the same direction can they amplify one another to generate marketing efficiencies that improve your bottom line.

5. How do you align your company and product brand stories? Many corporate brands have chosen to remain effectively unknown and lead with their product brands. With the new demands for transparency and accountability, company brands are now rising to the challenge of defining their story and aligning their product brands within it.

6. How do you align your external marketing with your internal culture?There is nothing more destructive to a business than for a customer to discover that a brand’s marketing is very different to the customer’s experience. By extension, very easy for an employee to become disillusioned when they see that a brand is telling its customers one thing when their experience inside the company is another.

7. What strategies must you use to tell your story effectively using social technologies? Too often brands bring a broadcast and self-directed mentality to social tools that turn on dialogue, interaction, and intimacy. It’s not surprising then that they find that their employees’ time and marketing spend is wasted.

8. How must you use each social media channel to capture the attention of existing and new customers? Each channel presents a unique way to command the attention of different audiences and to inspire them to amplify the company’s brand story. Only with clear communication architecture can that story and these channels be sufficiently aligned to build the brand and its business.

9. How do you share that brands story effectively at a local level? The people closest to a community are the ones best qualified to share a story. As such, every brand faces the challenge of localizing its overarching story in a way that makes it meaningful and relevant to customers in order to win their attention and purchasing preference.

10. How do you establish your leadership at a global level? Irrespective of your company size, you can now lead a global conversation once you have clearly articulated your point of view on a given cultural conversation related to your products and their benefits. Any ambition smaller than that undervalues the reach and impact of the web, social media, and mobile phones.

Each one of these questions is important in their own right, but taken together they are critical for the short and long-term success of a brand in today’s social business marketplace.

Emerging Big Data Opportunities For CFOs

Big data is one of the most influential technology trends for the accounting profession, according to a recent report from IMA® and ACCA (Association of Chartered Certified Accountants). To explore what this trend specifically means for CFOs, check what the assistant controller of IBM said about emerging types of data from channels such as social media and how it can be used to inform strategy.

How do CFOs harness big data differently from other C-suite executives such as the CMO?

For CFOs, big data is an opportunity to glean deeper insights into the internal and external forces that influence their companies’ performance. The integration of big data brings new inputs and variables that help anticipate the future, enabling rolling views of leading indicators versus more traditional retrospective views. More frequent inputs allow the enterprise to respond more quickly to change.
By capitalizing on big data using business analytics tools, the role of the CFO is moving beyond optimizing the finance function to transforming the enterprise.
For other members of the C-suite, for example, the Chief Marketing Officer, big data provides insights on customer behavior, delivering information about customer sentiment and general perceptions of the company and its products to help shape future strategy. While CMOs are using big data and analytics to better understand the individual customer, CFOs are utilizing data to better understand the environment.

What new types of data have emerged that CFOs should pay attention to?

CFOs are used to dealing with highly structured and verifiable data – big data isn’t like that and it requires a change in mindset for CFOs to feel comfortable making use of it themselves.
Many CFOs are driving business agility by analyzing performance metrics such as resource productivity and inventory turnover. They are using this data to better understand their businesses and re-engineer and integrate business processes as part of a broader enterprise transformation.
From a CFO perspective, big data isn’t just about new types of data; it’s also about harnessing the availability of existing data. Business analytics tools enhance access while removing manual activity and enabling the processing of large volumes of data to make new connections and accelerate decision making.

What are some examples of CFOs incorporating data from social media sites and online forums as part of their integrated financial reporting responsibilities?

CFOs can make use of data from social media sites and online forums, and we see this in areas such as regulatory compliance, supply chain and labor climate. They monitor formal and informal media to predict sales trends and understand investor sentiment.
CFOs are also starting to generate their own big data by instrumenting their businesses to collect and incorporate large volumes of performance data supporting their new challenges of driving strategy and growth.

What typical roadblocks do CFOs face in using big data to drive strategy?

Many of the roadblocks that CFOs face are similar to those experienced by other members of the C-suite – the availability and usability of the data. However, tools are becoming available which make it easier to access data from less structured sources. CFOs have the opportunity to use this data to support fact-based decisions, developing their role as trusted business advisors.
A different challenge arises where big data cuts across traditional silos, encouraging enterprises to operate in a more integrated fashion. This changes the dynamics of the C-suite, with traditional roles becoming less clear-cut.

How will the way CFOs use big data change in the next five years?

Big data and business analytics raises the expectations of finance; taking advantage of this will call on different skills and finance departments should be focusing on building those skills.
CFOs are asked to analyze different options and strategies under consideration by the business; their finance teams must be able to use analytics to predict business outcomes and influence business leaders to deliver optimum results. CFOs will also become more effective advocates for change by building and communicating business cases based on big data findings.