Week 1 Unit 3: Use Case 1:

Market to the Segment of One

Use Case 1: Market to the Segment of One

Overview
Business perspective
Efficiency

Effectiveness

IT perspective
Agility

Efficiency

Effectiveness

Agility

Top capabilities
Gain real-time insights into customer intent
Deliver contextually relevant offers
Run campaigns with speed and agility
Identification of purchasing patterns and business
simulations

Top capabilities
Real time business information and No touch orders
Improved document flow
Optimized access to business data

Business innovations
Blending of structured and
unstructured data
Cross-channel integration and
data driven marketing
Real-time execution at the instant
of engagement
Real-time operational insights
and collaboration

IT innovations
Locking issues eliminated
Simplified data model
Elimination of indices

Quantifiable value
24% higher revenue growth from
new customers
30% higher growth in market
share
22% less effort to market and sell
products

2015 SAP SE or an SAP affiliate company. All rights reserved.

Quantifiable value
Handling significantly higher
numbers of documents
Higher No Touch Orders
throughput

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Use Case 1: Market to the Segment of One

Business process view
Business perspective
Traditional system

With SAP S/4HANA

Review data and download to

Microsoft Excel

Events and interactions

from all channels

Exploration to gain
insights

Market data
and events

BOM explosion and download

Intelligence through
predictive/descriptive
and contextual
analysis

Personalized
targeting and
orchestration

Microsoft Excel
access

Interaction
center

Financial
data
Search for old quotations or
orders with similar customer
requirements

Analyze costs in real

time and generate initial
product cost estimate

Lead and
opportunity

Industry
Big Data

E-mail, SMS,
or traditional
contact

Social media
and Web

Pull purchasing records and

contract price information

Digital and
social
channel
Personalized
commerce

Sales and
service data
Search for similar materials

Campaign execution
in all channels

Capture response

Plan, measure, and optimize

With traditional system:

All customer information not available in one place

Customer data inaccurate or stale
Lack of cross-channel execution coordination
Inability to personalize customer engagements
Lack of visibility into marketing performance or lack of time to
make changes

Ad hoc

Ad hoc

User
interaction

User
interaction

Traditional

With SAP S/4HANA

Process excellence
2015 SAP SE or an SAP affiliate company. All rights reserved.

With SAP S/4HANA:

Single consolidated view of customer information

Real-time updates of customer information
Engagement recommendations across channels
Orchestration of customer engagement across channels
throughout the journey
Leveraging of real-time customer intent to deliver personalized
experiences
Real-time insights on performances to make strategy adjustments

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Use Case 1: Market to the Segment of One

IT View
IT perspective
Traditional system

Complex & sequential IT process instances

Low business document throughput

Unstructured customer data scattered over multiple,

non integrated channels

Redundant status tables and indices

Slow deployment of new products and processes

2015 SAP SE or an SAP affiliate company. All rights reserved.

With SAP S/4HANA

IT processes

Number of documents handled

Customer centricity

Data model

Ability to adopt

No touch orders

Increased business document throughput, Locking

eliminated

High volume of customer data and channels

Eliminated aggregates and indices

High IT landscape agility and easier maintenance

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Use Case 1: Market to the Segment of One

Demo
Business perspective

Link to Demo:

Link to Demo Script:

2015 SAP SE or an SAP affiliate company. All rights reserved.

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Use Case 1: Market to the Segment of One

Key takeaways
WHERE TO GET MORE INFORMATION?
Read related Use Case Blogs if available
Check out the SAP S/4HANA SCN Community
Link to SAP S/4HANA Cookbook
Attend SAP S/4HANA Trainings

Link to SAP S/4HANA Trials, if relevant for this use case

Check if related demos are available in the openSAP repository
Check the Business Scenario Recommendations to get more insights
Explore the SAP S/4HANA Journey Map online

TAKE ACTION
Provide us the rating on relevance of the use case for your business
Share your use cases based on comparable SAP S/4HANA design principles
Which other use case would make a difference to you?
Let us know if you are interested in co-innovating with us on innovative use cases

2015 SAP SE or an SAP affiliate company. All rights reserved.

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Thank you

Contact information:

open@sap.com

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