How can game theory help you DIY a marketing measurement solution? Find out in this SlideShare how retailers are using SAP Hybris Customer Attribution to create their own measurement solution. Go beyond last-touch and find a solution that addresses the key business questions that you want answered. For more, visit us at: https://www.hybris.com/en/products/marketing/customer-attribution

1. PUBLIC
Graham Ratcliffe,SAP Hybris CustomerAttribution
October,2017
Marketing Measurement DIY

2. 2PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Customer journeys are complex

3. 3PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Does retargeting really drive
incremental revenue?
Use case

4. 4PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
What marketing channels help me
acquire the most new customers?
Use case

5. 5PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
What email campaigns are
my most efficient?
Use case

6. 6PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Existing solutions don’t work for everyone

7. 7PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Alternative is to Do It Yourself
Track website interaction
Track marketing touchpoints
Generate analytics dashboard

8. 8PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
30M+
websites use Google Analytics
Tracking websites and marketing
0%
25%
50%
75%
webtrends
Fortune 500 web
tracking usage

9. 9PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
User level tracking – 1st party data
Google Analytics power house
Registered customers Anonymous visitors Clicks to site Off site impressions
Logs of all user-level tracking data for analytics

10. 10PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Never miss an opportunity to act with real real-
time intelligent alerts monitoring your activity
SAP Hybris Customer Attribution is complementary
MONITOR
Data driven multi-touch attribution of all
customer touchpoints using machine learning
LEARN
Bottom up portfolio optimization of spend for
multiple scenarios
ACT

11. 11PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Required tools
Steps
1. Implement Google Analytics tracking on website
2. Provide SAP Hybris API access to Google Analytics and Adwords
3. CustomerAttributiongo live
4. Grow sales
DIY steps

12. 12PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Putting the DIY solution together
Tracking
Dashboard
Customer
Attribution
Website
3rd Party
Media

13. 13PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Case study: Dermstore
27%
increase

14. 14PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Case study: London Sock Company
2
weeks

15. 15PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
30-days free DIY Attribution
Global Summit offer

16. Thank you.