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NS Agro descobre o poder da automação de 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 To evolve their enterprise, the sports giant decided to replace their outdated planning software with SAP Analytics Cloud for planning.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.
A NS Agro é a principal holding que presta serviços para o setor agrícola no Chile. Em 2021, eles estabeleceram a meta de ter um canal de marketing digital escalável que se adaptasse às necessidades do mercado em evolução para dar aos esforços digitais da empresa uma vantagem sobre seus concorrentes. Isso também levaria a oferecer a seus clientes uma experiência de compra exclusiva.
O Desafio
Para acompanhar as necessidades comerciais em constante mudança, as organizações se tornam mais exigentes em suas operações, especialmente na retenção e aquisição de novos clientes. Para atender à demanda, é fundamental que uma empresa tenha acesso a uma visão total das operações comerciais e dos perfis dos clientes. Essas visões gerais são obtidas por meio do cruzamento de informações de diferentes sistemas para fornecer dados de qualidade em tempo real. Isso permite que todo o processo de marketing seja otimizado por meio da centralização de todas as informações em uma única ferramenta.
A Abordagem
O SAP Marketing Cloud se adapta às necessidades da empresa e fornece uma visão geral dos perfis dos clientes. Essa ferramenta possibilita a identificação de clientes-alvo e a criação de campanhas de marketing personalizadas para esses clientes. Essencialmente, ela não apenas automatiza o processo de marketing, mas também oferece visibilidade do orçamento, do desempenho e do ROI. O melhor de tudo é que a solução foi implementada em apenas três meses.
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
O Impacto
O departamento de marketing da NS Agro deixou de executar apenas táticas de marketing tradicionais para adotar uma estratégia de marketing digital em escala total. Eles são capazes de desenvolver relacionamentos estratégicos com seus clientes, proporcionando experiências omnicanal e obtendo dados mensuráveis em tempo real. A equipe de marketing utiliza dados de contato precisos em uma única plataforma e é capaz de segmentar e criar grupos-alvo. Além disso, o SAP Marketing Cloud se conecta diretamente com o Sales Cloud, gerando novas oportunidades e criando harmonia entre os dois departamentos.
