We live in a world where data is growing exponentially. Why then is it harder and harder to make effective marketing decisions? Learn about how AI can be used to transform your marketing measurement and optimization. SAP Hybris Customer Attribution will share our vision for the future and give you a taste of what we are doing today. Learn more at: https://hybris.com/en/products/marketing

1. PUBLIC
Graham Ratcliffe,SAP Hybris CustomerAttribution
October2017
Can AI Make Marketing Decisions
Easy?

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Competing forces at play
Technology
solutions
Business
questions

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Definition of AI
Applications
Promise
Can artificial intelligence help?

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Impact on marketing
IDENTIFY
UNDERSTAND
ACT

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Home retailer with stores nationwide in United States
Unexpected heatwave hits San FranciscoBay Area
Consumers reach for mobile device and search for
“personal fan”
Identify unusually high demand for that keyword/
campaign
Understand always-on-budget cap is going to be hit
Act: Automatically increase daily budget on keyword/
campaign and gain market share from competitors
Use case: capitalize on demand

9. 9PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Global hotel brand
Running display marketing activity focused on all
destinations where its hotels are located
Efficiency fluctuates significantly based on demand for
location, availability, pricing, and effectiveness of
campaigns
Identify campaigns where efficiency is increasing and
decreasing
Understand optimal reallocation of marketing spend
Act: Automatically increase/decrease daily spend
accordingly and optimize for maximum ROI
Use case: double down on winners

10. 10PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Global coffeehouse chain
Uses e-mail marketing to deliver promotions to
customers and increase frequency of purchases
Continuously testing various messages and offers;
optimization done monthly once data has been
analyzed
Identify messages and offers that are driving little or
no increase in purchases
Understand when there is enough evidence to
abandon offer or rotate messages
Act: Automatically stop poor-performing offers and
rotate out ineffective messages
Use case: cut low hanging fruit

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Identify
§ Customers define what their most important business metrics are
Understand
§ Intelligence to measure and understand what is driving performance
Act
§ Customers explore results and determine best course of action
AI decisions in customer attribution

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Show some example alerts and responses
Client examples

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