Case Study: Bosch's experience with SAP & Sybit

1. What do your marketing processes look like today?

Within Robert Bosch Power Tools GmbH, we rely on marketing automation to optimize our marketing strategies worldwide, to better understand our customers in both B2C and B2B and to reach them more effectively through personalized campaigns.

We collect and store our user data in our Marketing Cloud and consolidate it in a legally compliant manner. We advise our business units and countries on how they can best use the collected data worldwide for personalized campaigns. Finally, we create, implement and track these campaigns internally.

2. In everyday life this means...

...for example, we generate new leads at trade fairs, in competitions or via landing pages. We store these B2C and B2B contacts and constantly enrich them with data. Our prospects and customers are addressed with predominantly personalized campaign content. We mainly use email as a communication channel, but we also support SMS and WeChat. After sending the campaign, we track its success in the Marketing Cloud. The KPIs achieved are also used to further enrich the user data. In addition, we have created a link between Tealium and our marketing tool and can therefore also track the user's further behavior on our website or in other web applications after opening an email. This behavioural data also flows into the lead scoring system and is used for personalization purposes.

3. What added value does the new marketing solution offer you?

Standardized APIs make it easy to connect various source systems. We have now connected all marketing-relevant source systems worldwide.

By merging the data in the SAP Marketing Cloud, we gain new insights about our customers, which we then use in real time to build target groups and personalized campaigns.

We have established numerous trigger-based, dynamic and long-running campaign flows, supported best-practice sharing within the marketing organizations of Robert Bosch Power Tools GmbH and driven personalization within the company.

4. Are other source systems connected and do they work together?

Yes, we have connected over 50 source systems worldwide to the Marketing Cloud. This means that all source systems that collect marketing-relevant data are now connected to the Marketing Cloud. The unique identifier for this link is the email address, in Asia the cell phone number and in the B2B context the ERP customer number in connection with the contact's email address. In the SAP Marketing Cloud, we merge the data from various sources (landing pages, communities, apps, ERP, websites, PT Extranet, etc.), enrich it with behavioral data from our websites and the emails we send and use it for regular communication. We create user interests based on specific link clicks and use them for scoring. We define specific target groups based on collected attributes (such as the size of the company; the industry sector; etc. ...) or based on interactions such as products purchased or registered for warranty extensions.

5. What should you pay particular attention to when using/implementing a marketing cloud (keywords: migration, data quality, different BUs with different requirements)?

We migrated from CRM onPrem to MarketingCRM onPrem and then to the SAP Marketing Cloud. Initially, we tried to continue using existing interfaces and to avoid any additional work for the connected applications. I wouldn't do that again. It makes more sense to use the migration to optimize existing interfaces and connect them in a standardized way. When merging the data in the Marketing Cloud, it is important to look at the respective source systems in terms of data richness and data quality and to prioritize them accordingly in the “best record” of the Marketing Cloud. Contact fields, marketing attributes, interactions, etc. should be used in the same way across all source systems. Defined standards pay off.