How SAP Marketing Cloud can help Marketers? - Acuiti Labs

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AcuitiLabs
How SAP Marketing Cloud can help Marketers?

March 2020
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The need of data protection regulations

• In the era of ubiquitous computing where even
  your home appliances can contact the service
  centers and open a maintenance request on your
  behalf, data of all sorts is getting generated in
  gargantuan proportions. 
• This might sound like a boon to businesses and
  marketers as it provides a lot of data and
  information to be fed into analytics engines and
  generate valuable insights into most sought after
  KPIs like customer behavior and loyalty
  management. 
• However, this boon also comes with significant
  responsibilities for maintaining the sanctity and
  privacy of this data which might be personally
  identifiable information of your customers as
  well as employees.
• In the wrong hands it can prove to be very
  damaging for the customers and in turn to the
  reputation of the companies who store such data. 

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How SAP C/4 HANA Marketing Cloud address these
challenges and help marketers?

• Lets take a look at some of the important
  features that make SAP Marketing Cloud one the
  most attractive solution in regards to resolving
  above mentioned challenges
• 1. Marketing Permissions Settings The
  permissions settings control whether explicit
  permission of the contact/individual is required,
  or an implicit permission can be assumed unless
  the contact opts out of the marketing
  communications. These permissions can also
  determine how much and what data can be stored
  from inbound channels of marketing communication
  including social media channels.
• Below are the 2 types based on the communication
  direction
• A. Inbound Marketing Permission settings         
                 
• B. Outbound Marketing Permissions

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• 2. Subscriptions Subscriptions allow marketers
  to store data related to the interests of a
  contact. A contact/customer can subscribe to
  newsletters, etc. and receive communication from
  the company.
• 3. Contact Profile Permission Marketing
  Tab One of the very important point in most of
  the data regulations is transparency of data
  collection and audit trail of how and when
  consent was given. This has been achieved by
  providing visibility to marketers on the
  Permission Marketing tab where they can view all
  the marketing permissions given by the
  contact/customer as well as all the subscriptions
  data.

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• 4. Double Opt-ins Double opt-in can be enabled
  to send confirmation emails to a contact/customer
  when they sign up or sign out of a
  newsletter/subscription. It can be of two types
  viz. email opt-in or opt-out and newsletter
  opt-in or opt-out. Email formats with
  confirmation links can be created in the in-built
  content studio. Double opt-ins make the process
  of gathering and storing data more transparent.
• 5. Global Suppression Rules By defining these
  rules, marketers can exclude contacts from
  communications based on contacts previous
  interactions or campaign data. Contacts get
  excluded from campaign execution if they meet the
  criteria defined in the suppression rules.
• 6. Communication Category Limit This feature
  defined in the communication category setup helps
  the marketers set limit on the number of times a
  contact is communicated in a given period of type
  using that communication media.

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• Summary
•     Now that we have seen all the components of
  the marketing permission and opt-ins individually
  its time to summarize and see how these fit in
  and work together. We will also see where do
  these features fit into the marketing cycle.
  Below process flow gives a better idea.

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