oMangue

Energy · fuel distribution

SAP blueprint with the ASAP method

The implementation of SAP Marketing Cloud at a fuel distributor, using the ASAP methodology and PMI concepts. In sprints with the client and the SAP team, we designed a new digital marketing approach with sales activations and CRM.

Workshop

The blueprint started with a CX workshop that brought SAP together with the sales, e-commerce, marketing, customer success and IT teams. First we listened to the business and the technical side; then each idea went into an idea bank and a priority matrix.

Board with notes from the idea bank and an importance and feasibility matrix
Workshop idea bank and priority matrix · original presentation

Data model

Everything rests on a single record per contact, combining profile, interactions and loyalty data. It is the basis for segmentation, score calculation and campaigns across every channel.

Marketing process diagram: events and interactions, data merging and enrichment, predictions, segmentation and channel execution
Marketing process in the platform, from events to execution in every channel · original presentation

Product recommendations

Recommendations follow a cycle: capture behaviour, design the scenario, generate recommendations with the latest data, run them across several channels and measure the response to fine-tune the model.

Five-step cycle: capture, design, generate, run and measure
Product recommendation cycle · original presentation

Campaigns

Multichannel campaigns are designed in a visual flow and fire on triggers. Before each send, the platform checks permissions, subscriptions and communication limits.

Caso — oMangue · Technology Consulting
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