Yhteistyö SAP:n kanssa mahdollistaa NHL:n keskittymisen tärkeimpään eli fanien kokeman elämyksellisyyden kehittämiseen. Digitaalisuudella on merkittävä rooli olemassa olevien kannattajien kokeman palvelun parantamisessa sekä uusien kannattajien houkuttelemisessa jääkiekon pariin. Faneille tehtyjä ratkaisuja voidaan myös hyödyntää kokonaisvaltaisen asiakaskokemuksen luomisessa.

1. October 2015
Tommy Nyholm
Solution Sales Executive CEC
SAP Customer Engagement and
Commerce - CXPA

2. SAP SPORTS & ENTERTAINMENT
At a Glance
Solutions
Sports One
Event Ticketing
Customer Checkout
Fan Engagement
New dedicated Sports solutionsFinancials
+ 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 ChampionshipPerformance
Fans
#sports #fan #fun #experience #analytics #Liiga #mobile #location #statistics #social #SAPhcp #SAP
@SAPFinland

3. 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
Rob

4. 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

5. © 2014 SAP SE All rights reserved. 5
Ultrahack – Part of Slush Hacks

6. © 2014 SAP SE All rights reserved. 6

7. WHAT TRAVEL MARKETERS DO TODAY
(WITHOUT CONTEXTUAL TARGETING)
MARY JANE SUE
Everyone in the
segment gets
the same
generic offer
MARY JANE SUE

8. 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

9. 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

10. SOCIAL CONTACT INTELLIGENCE

11. EASILY CREATE TRAVELLER TARGET
GROUPS

12. 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

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

14. Asics Case Study

15. Asics Case Study

16. Asics Case Study

17. Asics Case Study

18. © 2013 SAP AG. All rights reserved. 18© 18
Introduction to Customer Engagement and Commerce
PREDICTIVE ANALYTICS
HANA PLATFORM
INDUSTRIES
SERVICE MARKETING COMMERCESALES
WEB MOBILE
MARKET
PLACE
DIGITAL
GOODS POS
INTERNET OF
THINGS
CONTENT
CENTER
MARKETING
CHANNELSSOCIAL EMAIL CALL CENTER

19. 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

20.  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

21.  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

22. Thank you