Discovering SAP Engagement Cloud Key Functions and Features

Objective

After completing this lesson, you will be able to apply some of the key features of SAP Engagement Cloud, specifically strategies and tactics, personalization tools, customer data, omnichannel marketing, technology integration, and customer loyalty program.

Strategies and Tactics

SAP Engagement Cloud Tactics are prebuilt Automation Center programs designed to achieve specific marketing goals by leveraging best practices from successful customer programs. These tactics are closely linked to the Strategic Dashboard, ensuring that they align with your business objectives and provide clear revenue attribution.

Implementation

Tactics are ready to use with minimal configuration, requiring only the addition of personalization tokens and message selection. They are designed to work out of the box with existing data fields and message creatives

Business Benefits:

  1. Time and Effort Savings: Preconfigured programs capture contacts at the right time and progress them through their journey, reducing manual intervention.
  2. Optimized for Objectives: Based on extensive analysis and customer feedback, these programs ensure alignment with business goals.
  3. Revenue Attribution: Linked to strategy reporting on the Strategic Dashboard, making it easier to attribute revenue to specific tactics.

Tactics to Begin with in My Implementation

Here is a step-by-step guide to help you initiate your first Tactics with minimal effort.

We recommend watching the video below to learn more about Strategies and Tactics in SAP Engagement Cloud:

Personalization

The SAP Engagement Cloud Personalization Service allows you to create tokens that can be reused across various channel campaigns. These tokens function as placeholders for contact-specific data. In the final content, each contact will see personalized information, such as their name and preferred products. 

Key Features:

  • Omnichannel Personalization: Tailors customer experiences across various channels, including e-mail, mobile apps, SMS, digital ads, web, and direct mail.
  • Scripting Language: Allows for advanced personalization by creating dynamic content based on customer data and behavior.
  • Personalization Rules: Sets rules to automate personalized content delivery, ensuring relevant and timely interactions.
  • Omnichannel Voucher Automation: Automates the distribution of personalized vouchers across multiple channels.
  • Smart Insight Predict: Uses predictive analytics to personalize customer interactions based on future behavior predictions.

Use Cases:

- Tokens in the E-mail channel

- Tokens in Web channel

- Tokens in the SMS channel

For comprehensive details on Personalization in SAP Engagement Cloud, please access this configuration guide available on the SAP Help Portal.  

We recommend watching the video below to learn more about the Personalization service within SAP Engagement Cloud:

Customer Data

SAP Engagement Cloud connects customer, sales, and product data to business intelligence and visualization tools to enhance IT efficiencies and accelerate campaign execution.

Key Features:

  • Customer Data Integration: Simplifies onboarding with a composable infrastructure, connecting and analyzing data across various systems.
  • AI-Driven Insights: Enriches customer data with AI predictions to deliver personalized content and experiences.
  • Dynamic Personalization: Utilizes prebuilt dynamic segments and personalization tokens to tailor content based on customer behavior and attributes.
  • Real-Time Engagement: Activates data with real-time event triggers to engage customers in time-sensitive moments.
  • Flexible Integration: Connects with various CX applications, loyalty programs, and advocacy solutions to enhance customer engagement.
  • Comprehensive Analytics: Provides built-in reporting and analytics to measure the impact of marketing campaigns on business metrics like customer lifetime value and average order value.

More details about SAP Engagement Cloud Data Management: 

  • Data Fields:Manages and customizes data fields to store and organize customer information effectively.
  • Data Monitoring:Includes tools and processes to ensure data accuracy and integrity, including regular checks and validations.
  • Exporting Data: Includes options for exporting data, including scheduling automated exports and exporting data changes.
  • Relational Data:Offers use cases and guidelines for managing relational data, enabling complex data relationships and insights.
  • Contact Management:Uses forms and tools to efficiently managing contacts, segments, and contact lists efficiently.

We recommend watching the videos below to learn more about SAP Engagement Cloud Customer Data:

Omnichannel Marketing

Omnichannel marketing is a strategic, customer-centric approach designed to deliver an integrated and consistent experience across multiple marketing channels.  

The main goal of omnichannel marketing is to ensure that customers receive personalized, relevant engagements in real-time, regardless of the marketing channel they use. This approach not only enhances customer satisfaction and loyalty but also drives higher conversion rates, improves sales, and strengthens brand recognition. 

Key Features:

  • Prioritization of Customer Journey: Omnichannel marketing prioritizes the overall customer journey, ensuring a smooth, continuous experience across all channels. Customers can switch between channels without losing context or repeating actions.​
  • Integration of Data: It integrates product, sales, and customer data across digital and physical channels to provide a seamless experience regardless of where customers interact with the brand.
  • Interconnected Channels: All channels are interconnected, sharing data and interactions to offer a unified customer experience.
  • Personalization and Timing: This approach allows marketers to deliver highly personalized cross-channel engagements, ensuring the right message reaches the right customer at the right time. It focuses on consistency and personalization across all touchpoints.

To learn more about how to connect and execute customer engagement across channels  with SAP Engagement Cloud, we recommend watching this video.

Note

For an in-depth review of Omnichannel marketing, you can complete the Exploring Omnichannel Marketing Capabilities with SAP Engagement Cloud learning journey.

Technology Integration

SAP Engagement Cloud offers technology integrations with certified partner extensions to unify data and enable personalized, cross-channel campaigns.  

You can connect SAP Engagement Cloud to best-in-class solutions that support your brand’s needs in commerce, data, marketing, channels, and content. These integrations help you execute omnichannel use cases spanning the customer lifecycle from acquisition to loyalty. 

SAP Integrations creates personalized omnichannel experiences that deliver business outcomes by integrating with other SAP CX and Business applications, thus connecting customer data with operational insights to deliver end-to-end experiences.

Integrations Options:

Advertising Integrations seamlessly integrates SAP Engagement Cloud with leading digital advertising platforms, such as LinkedIn, Facebook, Instagram, Messenger, Google, TikTok and Criteo. This integration enables you to target customers who have engaged with content or visited your site with automated digital advertising campaigns.

Platform-Specific Integrations:

  • Meta (Facebook & Instagram): Connects to Meta Ad accounts (Facebook & Instagram) and set up conversion types.
  • Google: Links your contacts with Google accounts via the Google Customer Match.
  • TikTok: Integrates with TikTok Ad network to support all the generic features of Digital Ads.
  • LinkedInAds: Facilitates integration between SAP Engagement Cloud and LinkedIn networks.
  • Criteo: Allows you to connect your existing Criteo account with SAP Engagement Cloud.

For more information, access the Integration Guide for SAP Engagement Cloud available on the SAP Help Portal.

Customer Loyalty

Emarsys Loyalty is a platform add-on designed to create the most personalized loyalty experience for SAP Engagement Cloud customers. This platform treats each customer individually, tracking their behavior, context, and purchases to offer them an exclusive experience while creating genuine connections.  

The Customer loyalty program is easy to build and based on tiers, incentives, and personalised interactions, which boost repeat purchases and retention. Existing customers are incentivised and rewarded with tailored loyalty programs based on their purchases or interactions, ultimately enhancing customer lifetime value. 

The Loyalty Dashboards provide a full overview of all campaigns by identifying trends and measuring results against overall objectives.  

The program can be seamlessly incorporated into the omnichannel marketing campaigns to foster brand loyalty across the entire customer experience. 

Loyalty Plan Types

Deciding the plan type is a strategic decision that, in most cases, cannot be changed after the first Loyalty launch. You can select from multiple different plan types and structures to cater to different business models: 

  • Points & Redemption: A points-based plan with single or multiple tiers, featuring points redemption.
  • Points & Benefits / Multi-tier: A points-based plan with multiple tiers and benefits, without points redemption.
  • Spend & Benefits / Multi-tier: A spend-based plan with single or multiple tiers and benefits, offering cashback vouchers instead of points.
  • Subscription: A subscription-based plan with single or multiple tiers and benefits.
  • Hybrid: A hybrid plan based on points or spend, featuring single or multiple subscription tiers.

Learn more about all loyal plan types here. If you want to learn more about the Customer Loyalty Index, please download this guide.

Conclusion

Throughout this learning experience, you have achieved a solid understanding of how SAP Engagement Cloud enables personalized, data-driven, omnichannel customer engagement. With this knowledge, you are equipped to optimize marketing efforts, build customer loyalty, and support long-term business growth—confidently contributing to your organization’s strategic goals. 

Learning

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