How to get social with SAP Hybris Marketing

23 May 2016

With customers’ social media posts playing an increasingly important part in brand strategy, I would like to introduce you to SAP Hybris Marketing Sentiment Engagement and, in particular, how to load social data in order to enable various analysis. You will be able to understand the general concept of loading social media data into Hybris Marketing by learning the basic steps of extracting data from Twitter and loading it manually into Hybris Marketing.

Temirlan-Dosmaganbetov-How-to-get-social-with-Hybris-Marketing-2.jpgMany companies around the world are trying to gather deeper insights into their customers and predict their behaviour through different social media channels such as Twitter, Facebook, Google+, etc. Customers are increasingly informing Marketing teams what campaigns they should run, when, where and to who. ‘Listening’ and understanding your customers can take a company to a whole new level, giving them a competitive edge.

As social media has evolved, many companies find that they need to leverage it in everything they do; whether it is selling to their customers, communicating with them or listening to what they care about. However, this presents challenges:

  • Companies need to be connected to the multiple social media channels.
  • Huge amounts of data need to be analysed and processed quickly with less downtimes.
  • The prediction model of customers’ behaviour has to be as accurate as possible.

Hybris Marketing Social Media Integration

Hybris Marketing Social Media Integration provides solutions to the above challenges.  It allows you to extract the results of social media data queries directly from various social media channels (such as Twitter, Facebook and Google+ business pages) and to load it into SAP Hybris Marketing Data Management. Once data is in Hybris Marketing Data Management, Hybris Marketing Data Management will dynamically capture and enrich customer data profiles across all sources into a single master view, leverage implicit customer signals to gain insights into customers’ real-time intents, so customers will be able to drive engagement in a contextualized way, and seize marketing and sales opportunities in a fast manner.

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Overview of the Hybris Marketing Social Media Data Loads Process

In this solution, SAP BusinessObjects Data Services acts as a bridge between Social Media Channel (for the purpose of use case, it is Twitter) and Hybris Marketing. It provides a platform to integrate data from various sources, match, clean, and de-dupe it before it can be loaded into the database.

There are few key processes covered within Data Services which are listed below:

  • Data harvesting (retrieving the result of a social media query directly from the social media channel).
  • Cleansing (using the defined cleansing mechanisms of SAP Data Services to cleanse the metadata addresses of the result, for example: location and country).
  • Validation (validating the address data against the installed address directories).
  • Enrichment (identifying the geocode of the address data and the gender of the social user with predefined data services rules. Adding Klout score data to social users where available).
  • Loading valid and enriched data into the database.

Prerequisites

  • Basic SAP Data Services Knowledge of Data Stores, Jobs and Control management.
  • Basic SAP BW Knowledge of Batch Jobs, Process Chains and ABAP Programs.
  • Basic Knowledge of Twitter API.
  • Basic Hybris Marketing Knowledge of Data Loads.
  • Preconfigured Data Services and Hybris Marketing.
  • Preconfigured Data Services Job.
  • Preconfigured Data Services Data stores.

Process Flow

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Process Flow of the Required Steps

The above process flow shows five key steps of Hybris Marketing Social Media data loads. Once you complete all five steps and data is loaded into SAP Hybris Marketing Data Management, you can view the loaded Twitter posts, overall sentiment ratio, sentiment of each post and interest items.

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1. Define Search Terms

This step includes predefining key terms that are going to be used for searching where you can use advanced searching. For further information regarding advanced search for Twitter, follow this link.

Steps

1. Login to the Hybris System via SAP GUI.
2. Access the transaction using transaction code SPRO:

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3. Choose Define Search Terms.
4. In this Customizing activity, you list the key words to search on the social media.
5. To make an entry for defining the search term Big Data, proceed as follows. On the Search Term Configuration screen, make the following entries:

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6. Choose Save.

2. Maintain Search Query and Filter Settings

This step includes the creation of a search query for each predefined search term. Likewise, you can filter the number of posts fetched per page from the social media channel by each search request and the number of social posts from social media per request which is relevant for the scheduled queries.

Steps

1. Access the transaction using transaction code SPRO:

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2. Choose Maintain Search Query and Filter Settings.
3. Choose New Entries, and maintain the attributes for the social media query:

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4. Choose Save.

3. Execute BODS Social Media Job

This step includes the execution of pre-created SAP Data Services job for Twitter data loads which is used for data harvesting, cleansing the metadata addresses of the result, validation, enrichment and loading the valid data into the database.

Steps

1. Access to Data Services Management Console.
2. Once the login is successful, click on the “Administrator”.
3. Select your repository:

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4. At the batch job configuration tab, click on “Execute” button of created job for Twitter loads.

4. Run Report to Assign Sentiments

In this step, we will start the report that creates sentiment of the posts.

Steps

1. Login back to your Hybris System via SAP GUI.
2. For the initial run, access the ABAP Editor: Initial Screen using SE38 transaction code.
3. On the ABAP Editor: Initial Screen, enter Program: SMI_SENTIMENT_ASSIGNMENT.
4. Choose Execute (F8):

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5. On the Report SMI_SENTIMENT_ASSIGNMENT screen, maintain the following values.
6. Choose Execute (F8).

5. Delta Extraction of Interaction Contact and Social Intelligence Data

Finally, we will start the report to create contacts and interactions out of the data from Twitter.

Steps

1. Login back to your Hybris System via SAP GUI.
2. For the initial run, access the ABAP Editor: Initial Screen using SE38 transaction code.
3. On the ABAP Editor: Initial Screen, enter Program: CUAN_IC_MASTERDATA_EXTR_DELT.
4. Choose Execute (F8).
5. On the Delta Extraction of Interaction Contact Data screen, maintain the following values:

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6. Choose Execute (F8).

Wrap Up

And there you have it – you have successfully loaded Social Media Data into SAP Hybris Marketing Data Management. Now, you can view the loaded Twitter posts, sentiment of each post and interest items under Sentiment Engagement tab in SAP Hybris Marketing. Furthermore, all the manual steps above could be automated using Process Chains and Data Services Execution Command. It’s now time to begin your analysis… but that’s another post!

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