hybris Marketing

Marketing Planning
Q2/2015 (SP07/1505)
May 2015

Agenda

1.

2.

3.

Overview

Budget Planning

Spend Management

4.
Marketing Calendar

Customer

Agenda

1.

2.

3.

Overview

Budget Planning

Spend Management

4.
Marketing Calendar

Customer

Plan, measure and optimize your marketing activities

Events & interactions

from all channels

Listen & explore

Intelligence
through Predictive
Analytics

Personalized
targeting &
orchestration

Campaign execution
in all channels

Market data & events

Digital & social channel

Sales & service data

Personalized commerce

Financial data

Interaction center

Big data industry

Lead, Opportunity

Social media, web

Traditional channel

Capturing response

Plan, measure & optimize

Customer

What was new in Marketing Planning in 1502? A Lot

Plan your marketing budgets with a

graphical, multi-level marketing
budget planning app
Organize your programs and
campaigns
High level marketing spend planning
with a quick entry spend planning app
Plan and approve your marketing
spend against marketing budgets
Monitor your marketing activities with
a graphical marketing calendar

Customer

Whats new in Marketing Planning in 1505? Much More!

Set up your budget planning using
custom dimensions
Build your marketing budget, spend, and
actual using reusable views as
templates
Create private versions of a budget plan
to try different strategy
Integrate spend management with SAP
ERP to collect real-time actuals
Personalize the marketing calendar with
the KPIs that are relevant for your
business

Customer

Budget Planning and Spend Management

Plan and manage your marketing spend.
Top down planning and budget
distribution
Bottom-up budget allocation
Budget planning and consumption
for all levels of the marketing
organization
Joint analysis for managers and
employees on all dimensions without
need for BI / data warehouse

Customer

Marketing Calendar
Quickly get a 360 view on campaigns &
success with the marketing calendar
Browse planned and running
campaigns including color code for
success.
Filter and display campaigns based on
Categories, Priority, Program,
Responsibility, Status
Optimized for Desktop and Tablet
Top 5 Campaign Channels and
Categories analysis at a glance
Spend and Social Sentiment analysis
View campaigns on the go via Outlook
or mobile calendar apps
Customer

Terminology

Allocated Budget
A budget that has been allocated to marketing managers for planning marketing activities. Marketing managers can start planning a budget
before they receive an allocated budget. You cannot define an allocated budget in budget planning. Allocated budget data must be uploaded.

Planned Budget
A budget that marketing managers plan to spend for marketing activities. It is possible to plan more budget than the allocated budget.

Actual Spend ( See installation guide section 14.1)

Actual costs that have been incurred from marketing activities. You cannot define an actual spend in budget planning. Actual spend data must
be uploaded in 1502. In with SAP ERP integration in 1505, actual are automatically available through SLT

Proposed Spend
An amount that marketing managers propose to spend on programs. It is possible to plan more spend than the planned budget.

Planned Spend
An amount that marketing experts plan to spend on campaigns. You cannot define planned spend in budget planning. Marketing experts
define campaigns in marketing spend management, plan how much to spend on campaigns, and assign the campaigns to programs that you
have created in budget planning.

Customer

Agenda

1.

2.

3.

Overview

Budget Planning

Spend Management

4.
Marketing Calendar

Customer

Budget Planning
Overview

Budget Planning provides a graphical,

easy to use way to plan and distribute
your marketing budgets
Plan budgets and programs for dimensions, using
standard dimension (brands, markets, countries, or
regions) or custom ones that you define
Create private plans to try different budget strategies
View compare and adjust planned budgets and
proposed spends
Manage marketing programs associated to your
campaigns
View actual spend from SAP ERP or from upload

Customer

Budget Planning
Planning View

Header area
identifies your plan
and provides high
level KPIs

Interactive
Visualization
Planning Hierarchy

contains an interactive chart

where you can adjust budget
and drill down

shows the planning structure

which can contain standard or
custom dimensions

Actions
contains different buttons to
manage your budget and
visualize more measures

Customer

Budget Planning
Private Plan

Header area
identifies if a plan is
private or public

KPI view
shows the main KPI of
the plan, for example
actual plan from SAP
ERP or from upload of
external systems

Actions
enables to save as to create
a private plan to try out other
budget strategy

Customer

Budget Planning
Private Plan

Header area
identifies if a plan is
private or public

Actions
enables to save as to
another private plan or
save and get the data into
the public plan for
integration with spend
management

Customer

Budget Planning
Program View

Header area
identifies for which area
the programs are and
show high level KPIs

Interactive
Visualization
contains an interactive chart
where you can compare spend
proposed by the marketing
manager and the spend planned
by the marketing expert

Actions
contains different buttons to
manage your program

Customer

Budget Planning
Reusable Views to Build Powerful Reporting

SAP Lumira
helps you build
dashboards on budget,
spend, and actual

Customer

Budget Planning
Setup

IMG
Customizing

4, 5

1.

Generate the configuration objects in Customizing for SAP hybris Marketing under Planning Budget Planning Define Custom Dimensions and Generate Configuration Objects . Note: It is
optional to use custom dimensions, however, you must generate the configuration objects even if you are using standard dimensions only.

2.

To define the planning model that is going to be used for budget planning, make the required settings in Customizing for SAP hybris Marketing under Planning Budget Planning Define
Planning Model .

3.

If brand is going to be used as a dimension for budget planning, upload brand data in the system using the Upload Brands (RHPA_BRAND_UPLOAD) report.

4.

If country is going to be used as a dimension for budget planning, define countries in Customizing for SAP NetWeaver under General settings Set Countries .

5.

If region is going to be used as a dimension for budget planning, assign regions to countries in Customizing for SAP NetWeaver under General settings Set Countries Insert Regions .

6.

If market is going to be used as a dimension for budget planning, make the required settings in Customizing for SAP hybris Marketing under Planning General Settings Define Markets .

7.

To set up user authorization for budget planning, do the following:

a.

Make the required settings in Customizing for SAP hybris Marketing under Planning General Settings Define Marketing Areas .

b.

Make the required settings in Customizing for SAP hybris Marketing under Planning Budget Planning Define Areas of Responsibility .

c.

Assign marketing areas and areas of responsibility to roles and then assign users to the roles using the Role Maintenance (PFCG) transaction. Note: To allow users to create new
plans or copy budget to new plans, you must assign one and only one marketing area to a role. If a user is assigned to multiple roles, the marketing area that is assigned to these
roles must be the same. You can assign multiple areas of responsibility to a role. For more information, see Authorization Examples for Budget Planning and Marketing Spend
Management.

8.

To define the currency that is going to be used for budget planning and marketing spend management, make the required settings in Customizing for SAP hybris Marketing under Planning
General Settings Set Currency .

9.

If you defined custom dimensions or if you want to change the labels for the standard dimensions and measures, make the required settings in Customizing for SAP hybris Marketing
under Planning Budget Planning Define Labels for Dimensions and Labels .

Refer to
Guides

6
7a
8
1
2
7b
9

Transaction
PFCG
3

7c

Report in
SE37

Customer

Agenda

1.

2.

3.

Overview

Budget Planning

Spend Management

4.
Marketing Calendar

Customer

Spend Management
Overview

With Spend Management you can

plan your marketing spends for
your campaigns
Quick entry app for simple, high level entry of
spend information for your campaigns
Assign your campaigns to programs from
Budget Planning, providing the link from the
top down planned budget to the individual
marketing campaigns
Simple approvals and change history to see
who changed what and when
Detailed spend planning app to enter planned
campaign costs at a spend type level (e.g.
creative costs, TV advertising, print, digital,
etc.).
Customer

Marketing Spend Quick Entry

Specify
filters

Actions and Add Campaign

Add a new campaign with the +
button
Actions (e.g. approve, delete) can be
performed when 1 or more
campaigns are selected

Quick Entry area

Enter high level
Campaign
information, program
assignment and high
level spend.

Distribute (&Lock)

Select 1 or more
campaigns with the
checkboxes to
activate actions

The lock button locks the campaign

planned spend value at its current
amount, and it will not be changed
when distributing.

With the distribute button you can

distribute the entered amount
proportionally to the campaigns.

Save, reset to last values, send a link

to the app to someone via email.

Customer

Detailed Spend Planning 1502

Search
Search for
campaigns based
on campaign
description

Campaign header
information
Header information plus two
tabs, spend (shown) and
information where further
campaign info can be seen

Distribute
Enter a spend,
spend type,
description and
amount.

Sort campaign
list, filter
campaign list,
create a new
campaign.

Distribute entered value to

spend items proportionally

Lock locks the spend value,

with the middle button you
can add a detailed note, the
x deletes the spend

Save, reset to last values, add

an addtional spend. With actions
you can e.g. change the
campaign or view the change
history.

Customer

Detailed Spend Planning 1505

Campaign header
information

Search
Search for
campaigns based
on campaign
description

Header information with the

possibility to navigate to
Campaign Maintenance and
display of business card for
Owner

Plan/Actual data
Additonal information is
displayed for Plan and Actual
on Program level and ERP
committed and Actual

Distribute
Enter a spend,
spend type,
description and
amount.

Distribute entered value to

spend items proportionally

Lock locks the spend value,

with the middle button you
can add a detailed note, the
x deletes the spend

Sort campaign
list, filter
campaign list,
create a new
campaign.

Save, reset to last values, add an

addtional spend. With actions you
can e.g. change the campaign.

Customer

Spend Management, Customizing

Customizing
In Spend Management under Marketing
Planning you can customize the spend types
used in the detailed spend application, as well
as set the number range for spend headers
For the SAP ERP PS integration you can set
up an assignment for the project profiles to
predefine the project attributes. The default
BadI Implementation can be overwritten to
access a different ERP system(see related
documentation for details)

Customer

Agenda

1.

2.

3.

Overview

Budget Planning

Spend Management

4.
Marketing Calendar

Customer

Marketing Calendar:
A graphical and analytical overview of your campaigns
Specify
filters

Date Range:
Specify date
range to select
campaigns

Select KPI
content

KPI area:
Aggregated KPIs

Show more
KPIs
Toggle calendar
between GANTT
chart and list view
Color
legend

Zoom calendar
view

Save current
calendar as tile

Calendar View:
Campaigns on a
timeline

Personalize
your calendar
Click for
campaign
details

Export
calendar

Customer

Marketing Calendar
List View

Return to GANTT
View
List View:
Campaigns in a
list

Campaign List
settings (sorting)
Export to Excel
Superbowl - Lead Creation

Superbowl - Export to File

Superbowl - Opportunity

Fall Trade Show (Print)

Fall Trade Show (Radio)

Chicago Area Advertising

Denver Area Advertising

Retrieve next
20 campaigns

Customer

Marketing Calendar
Personalization

Select Device type

(current device is
preset)

Overall Personalization
Settings
Start calendar with
GANTT- or list view;
Set maximum number of
campaigns loaded into
GANTT view
Add/Remove Content
areas and change their sort
order

Definition of Content
Areas
Define and change
different tabs, assign icons
and widgets to the tabs

Reset personalization
settings to default values

Customer

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Customer