SAP Emarsys Integration with Social Media Apps for Marketing and CPI Flow

[BhavyaSharma]

SAP Emarsys Integration with Social Media Apps for Marketing using CPI Flow

Introduction

The digital landscape is a bustling metropolis, and social media is its iconic skyline. Brands are increasingly recognizing the power of these “Social Media platforms” such as WhatsApp, Instagram, Facebook, Twitter and many more to connect with consumers on a personal level. This is where SAP Emarsys, a robust omnichannel marketing platform, steps in as the architect of seamless and personalized customer journeys across social media.

The Emarsys Advantage

Emarsys offers a potent combination of features that make it an ideal partner for social media marketing:

• Deep Customer Insights: Leveraging data from various sources, Emarsys creates a comprehensive customer profile, enabling hyper-personalized social media campaigns. Also, it offers different type of marketing campaigns according to the customer preferences.
• Omnichannel Orchestration: Seamlessly integrate social media with other channels like email, SMS, and push notifications for a unified customer experience.
• Real-time Personalization: Deliver tailored content and offers based on real-time customer behavior and preferences across different social media platforms.
• Advanced Analytics:  It measures the impact of social media campaigns, analyses the revenue generation from the different marketing campaigns, optimize performance, and gain valuable insights for future strategies.

Integrating Emarsys with Social Media: A CPI Flow Overview

CPI (Cloud Platform Integration) is a powerful tool that facilitates the integration of SAP Emarsys with social media platforms. Let's delve into a simplified CPI flow with illustrative diagrams:

1. Data Extraction:

• Emarsys extracts customer data, including demographics, purchase history, and engagement data according to their preferences.
• This data is enriched with social media insights (e.g., likes, shares, comments also spending time on marketing platform (where Emarsys wait for the particular duration to send trigger emails to customers (Eg:- Abandon cart trigger emails) through APIs or social media graph data.

1. Data Transformation:

• The extracted data is transformed into a standardized format suitable for integration.
• Data cleaning and enrichment processes ensure data quality and consistency, Where it analysis the redundancy and integrity of data.

1. Data Integration:

• The transformed data is integrated into a central data repository or data warehouse.
• This data serves as the foundation for creating targeted audience segments.

1. Audience Segmentation:

• Emarsys utilizes the integrated data to create highly granular audience segments based on social media behavior, demographics, and purchase history. Also, it depends on customer behavior and activity on the platform.

1. Campaign Orchestration:

• Personalized campaigns are designed and executed across various social media platforms.
• Emarsys leverages its automation capabilities to trigger campaigns based on customer interactions and events.

1. Performance Measurement:

• Campaign performance is tracked and analyzed to measure return of investment and identify optimization opportunities for future campaigns management.
• Social media analytics are integrated with Emarsys' analytics to provide a holistic view of campaign effectiveness.

SAP Emarsys and CPI Flow

The integration of SAP Commerce and SAP Emarsys using Cloud Integration (CPI) involves feeding data from SAP Commerce to SAP Emarsys4. The CPI receives the customer data from SAP Commerce, performs the necessary transformations and enrichments, and then sends it to SAP Emarsys4.

Process Flow

1. A customer is created on SAP Commerce, triggering an event.
2. This event starts a job that sends the customer data to an iFlow on the SAP Cloud Integration through an HTTP post.
3.  The first iFlow transforms the data to the SAP Emarsys expected format and stores it on a JMS queue, making this replication process asynchronous.
4.    A second iFlow pools the JMS queue, fetches the data, and calls a third iFlow.
5.   The third iFlow is responsible for generating the HTTP Header WSSE necessary to authenticate in the SAP Emarsys tenant.
6.   The data is sent to the SAP Emarsys tenant.

Before starting the integration, you need to import digital certificates for the HTTPS protocol used in communication between SAP Commerce, SAP CPI, and SAP Emarsys4. You also need to create security materials as described in the SAP Emarsys API documentation.

Integration Flows

Three iFlows are created for this integration:

1.  Receive Contacts from SAP Commerce: This iFlow receives the customer data from SAP Commerce, transforms this customer data to the SAP Emarsys contact data format, and stores the data on a JMS queue.
2.  Generate HTTP Header WSSE: This iFlow generates the HTTP Header WSSE required by the SAP Emarsys API as the authentication method.
3. Send Data to SAP Emarsys: This iFlow sends the transformed data to the SAP Emarsys tenant.

Use Cases

• Personalized Advertising: Delivering the targeted ads based on social media behavior and purchase history.
• Social Listening: Monitor social media conversations to identify trends, customer sentiment, and potential crisis situations, and according to it trigger the marketing campaigns through emarsys to social media.
• Influencer Marketing: Collaborate with influencers to reach target audiences and amplify brand messages and promotions for specific products.
• Customer Support: Leverage social media for customer support interactions and build stronger customer relationships.

Conclusion

By seamlessly integrating SAP Emarsys with social media platforms, businesses can unlock the full potential of these channels. The CPI flow provides a structured approach to harnessing data-driven insights for creating personalized and engaging customer experiences. Also, it increases the customer engagement on the ecommerce platforms.