Contacta con nosotros
Contacta con nosotros

 

 

 

NS Agro Descubre el Poder de la Automatización del Marketing

While they expertly deliver innovation and quality to their customers, Callaway Golf’s previous planning and reporting tool wasn’t making the cut. To evolve their enterprise, the sports giant decided to replace their outdated planning software with SAP Analytics Cloud for planning.

Together with Avvale, Callaway Golf successfully implemented SAP Analytics Cloud across their global enterprise in just 6 months. Now, Callaway Golf has a single, consolidated planning solution that has enabled streamlined expense and asset plans so they can focus on what they do best– revolutionizing the sporting world with cutting edge equipment.

NS Agro es la principal empresa matriz que brinda servicios a la industria agrícola en Chile. En 2021, se estableció el objetivo de contar con un canal de marketing digital escalable que se adapte a las necesidades cambiantes del mercado, con el fin de dar a los esfuerzos digitales de la empresa una ventaja sobre sus competidores. Esto también permitiría ofrecer a sus clientes una experiencia de compra única.

El Desafío

Para adaptarse a las necesidades empresariales en constante cambio, las organizaciones se vuelven más exigentes en sus operaciones, especialmente en la retención y adquisición de nuevos clientes. Para satisfacer la demanda, es vital que una empresa tenga acceso a una visión total de las operaciones comerciales y los perfiles de los clientes. Estas panorámicas se logran cruzando información de los diferentes sistemas para proporcionar datos de calidad en tiempo real. Esto permite optimizar todo el proceso de marketing al centralizar toda la información en una sola herramienta.

agro-platation

El Enfoque

SAP Marketing Cloud se adapta a las necesidades de la empresa y proporciona una visión general de los perfiles de los clientes. Esta herramienta permite identificar a los clientes objetivo y luego crear campañas de marketing personalizadas para estos segmentos. Básicamente, no solo automatiza el proceso de marketing, sino que también brinda visibilidad sobre el presupuesto, el rendimiento y el retorno de la inversión (ROI). Lo mejor de todo es que la solución se implementó en tan solo tres meses.

agro-tractor

The Challenge

Before integrating SAP Analytics Cloud, Callaway Golf's planning landscape centered around SAP's legacy planning solution, Business Planning and Simulation (BPS). While BPS met Callaway Golf's planning needs for many years, the enterprise began to experience limitations with their old solution:

  • Disconnected plans across the board: As Callaway Golf expanded and acquired new brands, planning processes greatly differed across the enterprise with some business units using Excel spreadsheets and others using legacy solutions for planning.
  • Outdated planning functionalities: The existing legacy planning solution lacked many modern functionalities. Among them, salary calculations and asset depreciation automation needed improvement. As a result, it became difficult to create detailed and accurate forecasts across the globe.
  • Significant IT support: The legacy solution required continuous management from IT to maintain runtime. IT had to carve out a full day every week to manually maintain the solution.
  • No single source of truth: Various departments and brands used different data sources, which led to data silos across the organization, making it difficult to gain a clear picture of the enterprise's planned expenses.
  • Rigid user interface: Legacy forecasting system was difficult to navigate and lacked working functions and calculations across the board, such as planning on depreciation and existing assets, adding vendors or members on the fly, and breaking down their cost center expense planning forecasts.

The Approach

With Avvale experts on their side, Callaway Golf laid out the following goals for their new planning landscape with SAP Analytics Cloud:

  • Crowdsource and consolidate plans across the enterprise to gain a global overview of their planned expenses and expand the input capabilities to each responsible owner.
  • Leverage elevated planning functionalities to create faster and more accurate forecast cost center expense and asset reports. The ability to customize calculations enhances and automates the reporting metrics.
  • Harness the power of self-service analytics to alleviate IT from the burden of simple maintenance and data entry requests, so they can focus on high-ROI tasks.
  • Maximize user-driven admin capabilities to control the management of calculations and forms.
  • Create new KPls driven by the business needs.

When SEM-BPS was the center of Callaway Golf's planning landscape, flexibility was a huge factor that was missing. SAP Analytics Cloud contains powerful scenario planning capabilities that help organizations quickly uncover actionable insights to make data-driven decisions. For Callaway Golf, SAP Analytics Cloud's modern planning functionalities provided users with the ability to:

  • Add members on the fly
  • Plan on existing as well as planned assets and automatically calculate the depreciation of values
  • Test "what-if" scenarios for deeper analysis by creating private versions of plans
  • Customize the solution based on their current business process
  • Perform driver-based calculations
  • Empower users to execute end-to-end planning scenarios, without the help of IT

El Impacto

El departamento de marketing de NS Agro pasó de ejecutar solo tácticas de marketing tradicionales a implementar una estrategia de marketing digital a gran escala. Ahora pueden desarrollar relaciones estratégicas con sus clientes al ofrecer experiencias omnicanal y obtener datos medibles en tiempo real. El equipo de marketing aprovecha datos de contacto precisos en una plataforma única y puede segmentar y crear grupos objetivo. Además, SAP Marketing Cloud se conecta directamente con Sales Cloud, generando nuevas oportunidades y creando armonía entre los dos departamentos.

cloud-agro
SHARE: