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Navigating the SAP Marketing Cloud Solution

Objective

After completing this lesson, you will be able to successfully navigate SAP Marketing Cloud by gaining insights into the overall marketing process, solution architecture, and extensibility options

Marketing Solution Overview

Marketing Process

SAP Marketing Cloud provides you with a 360-degree view of each of your customers and gives you real-time insights into business leads at every stage of the marketing life cycle.

As shown in the diagram, SAP Marketing Cloud captures data about various events and interactions. Once the inbound data points are identified, marketers can merge, match, and enrich the customers’ data and build a cohesive customer profile based on their behavior and engagement. The contact profile allows the marketers to track context and interest and to predict the future buying propensity and engagement .

Then, marketers can perform personalized targeting and orchestration based on the interactions made by the customers. Marketers can also segment the customer data within SAP Marketing Cloud and create campaigns that can be pushed through various channels such as email, mobile, social media, paid search platforms, and more.

Five-step process: events & interactions, merge, match & enrich, contexts, interests & predictions, personalized targeting & orchestration, campaign execution in all channels.

Architecture Overview

SAP Marketing Cloud architecture with connections to SAP Business Technology Platform (BTP) as well as other integrated systems.

SAP Marketing Cloud is built on the ABAP platform using SAP HANA as the primary database and incorporates further SAP Cloud solutions to provide a comprehensive Cloud experience. It provides SAP Fiori, which delivers a high usability frontend experience, running in your web browser, the primary interface to the solution.

SAP Marketing Cloud is delivered with SAP Cloud Identity Authentication and the SAP Analytics Cloud. With the help of SAP Analytics Cloud, the next generation analytics can be provided, using the full power of HANA, as well as the combination of your single system solutions and data sources.

Focusing on security, SAP Cloud Identity Authentication is used for authentication and access handling. It is a public cloud solution which provides services for authentication, single sign-on, and user self-services, such as registration or password reset. You use the SAP Cloud Identity Authentication service as the central point of control for the login and authentication of your business users.

The solution can be easily connected to the SAP Business Technology Platform, which builds the preferred SAP middleware solution. It provides access to an easy-to-use development environment in the cloud with many different features.

Here the SAP Cloud Integration can be used for integration scenarios with other systems, services or data sources and SAP Analytics Cloud for analytic purposes. SAP Cloud Integration is also delivered with the SAP Marketing Cloud solution and is linked to the SAP Business Technology Platform.

Extensibility Overview

In each marketing implementation project, you’ll run into the requirement that you need to adapt, configure or extend the standard solution. A large adaptation of SAP Marketing Cloud is possible, according to your needs.

The extensibility options include:

Custom Fields and Custom Logic. You can create custom fields and enhancement implementations for specific business contexts to enhance pre-delivered application that are extensible to fit them to your business needs.
Custom Business Objects. You can create custom business objects to extend the data model of SAP Marketing Cloud by adding a custom table.
Custom SAP HANA Views. You can use custom views to add aggregated or calculated fields. Use this option when you want to use fields that are aggregated or calculated from an existing set of fields.
Custom CDS Views. You can create custom CDS views based on pre-delivered data sources. The data of an application is distributed across several database tables. Using CDS views, you can merge the data from different data sources and rearrange the table fields according to application-specific needs.
Custom Analytical Queries. You can use Query Designer to create new queries or reuse predefined queries. You use fields from CDS views to create a query.
Manage Additional Languages. If you want to create marketing-specific content in languages or language dialects that aren't offered, you can now activate, and deactivate, additional languages using the Language Configuration app.
Manage Software Collection. Extension items can be transported with the apps Export Software Collection and Import Software Collection to be productively available and usable.
Manage Images. You can manage images that are displayed in SAP Marketing Cloud.

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