How SAP Marketing Cloud can help Marketers? - Acuiti Labs

1. AcuitiLabs How SAP Marketing Cloud can help Marketers? March 2020

2. The need of data protection regulations In the era of ubiquitous computing where even your home appliances can contact the service centers and open a maintenance request on your behalf, data of all sorts is getting generated in gargantuan proportions.  This might sound like a boon to businesses and marketers as it provides a lot of data and information to be fed into analytics engines and generate valuable insights into most sought after KPIs like customer behavior and loyalty management.  However, this boon also comes with significant responsibilities for maintaining the sanctity and privacy of this data which might be personally identifiable information of your customers as well as employees. In the wrong hands it can prove to be very damaging for the customers and in turn to the reputation of the companies who store such data.  www.acuitilabs.co.uk

3. How SAP C/4 HANA Marketing Cloud address these challenges and help marketers? Let’s take a look at some of the important features that make SAP Marketing Cloud one the most attractive solution in regards to resolving above mentioned challenges: 1. Marketing Permissions Settings: The permissions settings control whether explicit permission of the contact/individual is required, or an implicit permission can be assumed unless the contact opts out of the marketing communications. These permissions can also determine how much and what data can be stored from inbound channels of marketing communication including social media channels. Below are the 2 types based on the communication direction: A. Inbound Marketing Permission settings      B. Outbound Marketing Permissions www.acuitilabs.co.uk

4. 2. Subscriptions: Subscriptions allow marketers to store data related to the interests of a contact. A contact/customer can subscribe to newsletters, etc. and receive communication from the company. 3. Contact Profile – Permission Marketing Tab: One of the very important point in most of the data regulations is transparency of data collection and audit trail of how and when consent was given. This has been achieved by providing visibility to marketers on the Permission Marketing tab where they can view all the marketing permissions given by the contact/customer as well as all the subscriptions data. www.acuitilabs.co.uk

5. 4. Double Opt-ins: Double opt-in can be enabled to send confirmation emails to a contact/customer when they sign up or sign out of a newsletter/subscription. It can be of two types viz. email opt-in or opt-out and newsletter opt-in or opt-out. Email formats with confirmation links can be created in the in-built content studio. Double opt-ins make the process of gathering and storing data more transparent. 5. Global Suppression Rules: By defining these rules, marketers can exclude contacts from communications based on contact’s previous interactions or campaign data. Contacts get excluded from campaign execution if they meet the criteria defined in the suppression rules. 6. Communication Category Limit: This feature defined in the communication category setup helps the marketers set limit on the number of times a contact is communicated in a given period of type using that communication media. www.acuitilabs.co.uk

6. Summary     Now that we have seen all the components of the marketing permission and opt-ins individually it’s time to summarize and see how these fit in and work together. We will also see where do these features fit into the marketing cycle. Below process flow gives a better idea. www.acuitilabs.co.uk

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