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NS Agro scopre le potenzialità della Marketing Automation
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 To evolve their enterprise, the sports giant decided to replace their outdated planning software with SAP Analytics Cloud for planning.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, azienda leader nel settore dei servizi per l'industria agricola in Cile, si era posta come obiettivo nel 2021 l'implementazione di una piattaforma di digital marketing scalabile che potesse adattarsi alle esigenze del mercato. L'obiettivo era aumentare le interazioni digitali dell'azienda e ottenere un vantaggio competitivo, offrendo ai propri clienti un'esperienza di acquisto unica.
La sfida
Per rispondere alle mutevoli esigenze aziendali, le aziende richiedono sempre di più un'efficienza elevata nelle proprie operazioni, soprattutto nella fidelizzazione e nell'acquisizione di nuovi clienti. Per soddisfare questa domanda, diventa fondamentale per un'azienda avere una visione completa delle proprie attività e dei profili dei clienti. Questa visione completa si ottiene incrociando le informazioni provenienti da diversi sistemi, al fine di fornire dati di qualità in tempo reale. Ciò permette di ottimizzare l'intero processo di marketing, centralizzando tutte le informazioni in un'unica piattaforma.
L'approccio
SAP Marketing Cloud si adatta alle esigenze evidenziate dall'azienda, fornendo anche una panoramica dei profili dei clienti. Questo strumento consente di identificare i clienti target e creare campagne di marketing personalizzate per questi target. In sostanza, automatizza non solo il processo di marketing, ma fornisce anche visibilità sul budget, sulle performance e sul ROI. La soluzione inoltre è stata implementata in soli tre mesi.
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
L'impatto
Il reparto marketing di NS Agro è passato dall'utilizzo di pratiche di marketing tradizionali a una strategia di marketing digitale su larga scala. È oggi in grado di sviluppare relazioni strategiche con i propri clienti fornendo esperienze omnichannel e ottenendo dati misurabili in tempo reale. Il team marketing sfrutta accurati dati di contatto in un'unica piattaforma ed è in grado di segmentare e creare gruppi target. Inoltre, SAP Marketing Cloud è direttamente collegato a Sales Cloud, generando così nuove opportunità e creando armonia tra i due comparti.
