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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 integration enables you to add SAP Customer Data Cloud (Gigya) 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 SAP Customer Data Cloud, 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

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

For example, SAP Customer Data Cloud 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 SAP Customer Data Cloud : 

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

MarketingAreaThe value of a custom SAP Customer Data Cloud field that is passed using the marketingAreaField field in 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

  • To set up a user with sufficient authorization in SAP Marketing Cloud, you should follow the Onboarding Guide for SAP Marketing Cloud. The user should have the SAP_BR_ADMINISTRATOR role assigned, to get access to the required applications.
  • In addition, you need to set up communication management: a communication user, a communication arrangement, and a communication system. You can find instructions in the SAP Marketing Cloud documentation. When asked to enter the required communication scenario during setup of communication arrangement, enter SAP_COM_0264.

 

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. UID-Based Sync

In this integration, Customer Data Cloud's UID should always be defined as the field for identifying the contact. Otherwise (if using email as an identifier, for example), a new account will be created in Marketing Cloud when the user changes their email. 

  1. Log in to SAP Marketing Cloud as an administrator. 
  2. In the launchpad, select Manage Your Solution > Configure Your Solution
  3. In Application Area, select Marketing.
  4. Select Contacts and Profiles.
  5. Click on OriginContactID-configure.
  6. Select GIGYA_ID and verify that Shareable is unchecked.

 

For more information about origins of contact IDs and the Shareable configuration, see Marketing Cloud documentation.

 

4. Customer Data Cloud Fields

A custom field should exist in the SAP Customer Data Cloud schema, that contains the Marketing Area to sync into SAP Marketing Cloud. This will be synced to the Marketing Area ID, under the Marketing Permissions in SAP Marketing Cloud.

To create a custom field, 

  1. Open the Schema Editor in the SAP Customer Data Cloud Console. 
  2. Select Create Field.
  3. Under Database, select Accounts.
  4. Under Type, select Data Field
  5. Give the field an easily identifiable name, such as marketingArea. The new field will be created in the data namespace, so its name will be, for example, data.marketingArea.
  6. Click Create.

 

5. Create and Test a Dataflow

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

1. Create Data Flow

  1. Open IdentitySync Data Flows in Gigya's Console. Make sure your are signed in and have selected the relevant site. The IdentitySync dashboard may also be accessed by clicking Settings in the upper menu and then IdentitySync Data Flows in the left menu.

  2. In the dashboard, click Create Data Flow

  3. In the Create Data Flow window, select ESP & Marketing Automation data flow integration, and then Hybris Marketing - Outbound under Data flow template. 

  4. Click Continue. As a result, the IdentitySync Studio screen opens with the new flow:

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

2. Edit the Data Flow

The data flow you created is built of the required steps for data transfer between SAP Customer Data Cloud and SAP Marketing Cloud. Use the Component Repository to understand the structure and parameters required in each step. Because you selected the "Hybris Marketing - Outbound" template, the steps are pre-populated with the required values, though these can be further customized to your needs. 

  1. Double-click the hybrismarketing component to edit its parameters: 
  2. In the relevant parameters, enter the SAP Marketing Cloud endpoint, username and password. 
  3. contactIdField should remain UID
  4. Under emailField, enter the SAP Customer Data Cloud field that holds the email address of the contact. This is usually profile.email
  5. Under mobileField, enter the name of the relevant SAP Customer Data Cloud field that holds the mobile number of the contact. 
  6. Under marketingAreaField,  enter the name of the custom SAP Customer Data Cloud field created in step 4 above.
  7. If you are sending Subscription data, enter the following: 
    • newsletterField (string): The SAP Customer Data Cloud field to use for subscription status, i.e. the full name of the newsletter, followed by "isSubscribed". For example: subscriptions.mySubscription.email.isSubscribed. Note that if the field was renamed in a previous step, include the name of the field after it was renamed. 
    • communicationCategory (string): The SAP Marketing Cloud Communication Category ID
    • updateDateField (string): The SAP Customer Data Cloud date field to that will update the PermissionUTCDateTime field in Marketing Cloud. For example: subscriptions.mySubscription.email.lastUpdatedSubscriptionState. Note that if the field was renamed in a previous step, include the name of the field after it was renamed.

      For more information on setting up Subscriptions in SAP Customer Data Cloud, see Communication Preferences.

  8. If you are sending Consent data:
    • consentField (string): The source field to use for the consent status. Note this may have been renamed in a previous step.
    • communicationMedium (string): The Marketing Cloud communication medium. The default value is "EMAIL". Acceptable values: "EMAIL", "FACEBOOK", "GOOGLE_ADS", "YOUTUBE", "INSTAGRAM", "SMS", "PHONE".
    • communicationType (string): Marketing Cloud communication medium type. The default value is "EMAIL". Acceptable values are "EMAIL" and "MOBILE".
    • updateDateField (string): The source date field to that will update the PermissionUTCDateTime field in Marketing Cloud. Note this may have been renamed in a previous step. 

      For more information on setting up Consent in SAP Customer Data Cloud, see Consent Management.

Notes

  • The flow should always set a value of true in the SAP Marketing Cloud isConsumer field. This is the default configuration in the evaluate component.
  • If you are using Gigya's Lite Registration module, in the account component of the flow, under the from parameter, select the emailAccounts database rather than the accounts, and in the evaluate component, 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).



6. 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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