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SAP Marketing Cloud

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Introduction

SAP Marketing Cloud (previously Hybris Marketing) is a marketing solution that unifies user data into a centralized hub in order to provide real-time context-based data about individual customers and anonymous visitors, allowing brands to deliver contextual, consistent and relevant experiences throughout a customer journey, regardless of the marketing channel or device.

  • Data Management: gives you a 360 view of people interacting with your brand, so you can target them within the right context, in real-time.
  • Recommendation: delivers timely and highly relevant recommendations to your customers, helping you translate interest into conversion.
  • Segmentation: provides high-performing audience segmentation in real-time, so you can personalize campaigns across multiple channels.

The Gigya integration enables you to add Gigya's first-party, permission-based user information into the SAP Marketing Cloud platform, and turn it into actionable data for audience segmentation, targeted marketing and more. The integration is based on exporting data from Gigya, using IdentitySync, Gigya's ETL platform, and can be used in both cloud and on-premise installations of SAP Marketing Cloud. 

Supported Use-Cases

  • Campaign management
  • Sync lite and full accounts (see Lite Registration)
  • Sync Communication Preferences data
  • Sync consent status
  • Segment users in SAP Marketing Cloud based on 1st-party data from Gigya
  • Based on segmentation
    • Targeted ads
    • Social network campaigns
    • Personalization
    • Content recommendation
    • Look-alike audience
    • DMP integration

Use in Combination with SAP Commerce Cloud

Gigya also offers an integration with SAP Commerce Cloud. In websites that use both Commerce and Marketing, information can be channeled between the platforms through Gigya, based on the common Gigya UID of the end-user.

For example, Gigya can pass on to SAP Marketing Cloud information about the end-user's purchases, enabling targeting, personalized recommendations and more.

Hybris Marketing, Hybris Commerce, and Gigya - Process Flows

Prerequisites

To use the integration in your site, you must have the following set up:

Supported Attributes

Currently, the following attributes are supported for the SAP Marketing Cloud "Contacts" object:  

  • MarketingPermissions
  • ContactOriginData

Following is the mapping of the MarketingPermissions properties with the corresponding values passed when using the integration with Gigya: 

SAP Marketing Cloud MarketingPermissions PropertySAP Customer Data Cloud (Gigya) Value
ContactIDUID
ContactOriginReceives the value "Gigya"
ContactPermissionID

Subscriptions: EMAIL

Consent: EMAIL or MOBILE

ContactPermissionOrigin

Subscriptions: EMAIL

Consent: according to the value of communicationType

MarketingAreaAny Gigya field passed in the marketingAreaField of the IdentitySync writer
CommunicationMediumPassed in the communicationMedium field of the consent object in the IdentitySync writer
CommunicationCategoryPassed in the communicationCategory field of the subscriptions object in the IdentitySync writer
PermissionUTCDateTimeUTC timestamp of the time of the update
PermissionSourceCommMedium

Subscriptions: EMAIL

Consent: EMAIL if communicationType is EMAIL. Otherwise: WEB

 

Implementation

The integration is based on exporting data from Gigya and uploading into SAP Marketing Cloud at regular intervals, using IdentitySync. The implementation involves the following: 

  1. Create custom fields on SAP Marketing Cloud
  2. Create and test a dataflow
  3. Use Gigya data in SAP Marketing Cloud

 

 

1. Set Up Users and Credentials in SAP Marketing Cloud

If you do not have users and credentials set up, follow this guide, or this blog, to do so.

2. (Optional) Create Custom Field in SAP Marketing Cloud

If you are using Lite Registration and wish to segment users by their account status (lite or fully registered), you should define a custom field in SAP Marketing Cloud called YY1_LiteFullRegistr that will differentiate between lite and fully registered Gigya accounts. 

To do so: 

  1. In SAP Marketing Cloud, open the Custom Fields and Logic app to extend contact data. 
  2. Create a new field (click the + button for "Create"): 
    • Under Business Context, select Marketing Contact. 
    • Assign a label, such as "Registration Status" 
    • Assign the identifier LiteFullRegistr. The YY1 prefix is added automatically.  
    • and a tooltip, such as "Indicates whether the user is a lite or fully registered user". 
    • Under List Values, define the code values L and F for lite or full registrations. 
  3. Enable the extension field in the UI and in oData (select Enable Usage)

  4. Add the extension field to the segmentation model: 
    1. Open the Segmentation Configuration app and select the Segmentation Objects and Attributes tile. 
       


    2. Select All Interactions on the left, then select _SAP_CF__SAP_CE_INTERACTIONS from the assigned data sources.
    3. Check the Visible as Attribute box for the YY1_LiteFullRegistr field to enable it for segmentation. 



 

3. Create and Test a Dataflow

If you are not familiar with IdentitySync, you can read the full implementation guide here

The steps of the Gigya > SAP Marketing Cloud flow are as follows: 

 

The integration is based on a dedicated component: datasource.write.hybrismarketing. To set up the flow, you will need the SAP Marketing Cloud endpoint, username and password, as well as a list of the fields you want to query from Gigya, and their corresponding names in SAP Marketing Cloud. In addition, note the following: 

  • The flow should always set a value of true in the SAP Marketing Cloud isConsumer field. 
  • If you are using Gigya's Lite Registration module, you should query the emailAccounts database rather than the accounts, and evaluate the value of the Boolean isLite field to a value of L or F in the custom YY1_LiteFullRegistr field (when isLite is true, meaning the customer has a lite account, the value should be set to L). 

 

4. View User Data in SAP Marketing Cloud

  1. Open your SAP Marketing Cloud launchpad and select Contacts.
  2. In the list of contacts, search for the relevant contact and open it. All accounts that were imported from Gigya should receive a "Consumer" status in the Business Relationship column. 
  3. The Gigya UID is displayed in the Gigya field. Any personal profile information from Gigya, appears in the relevant fields. 

 

 

 

 

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