This document discusses innovative approaches to measuring marketing effectiveness and maximizing ROI for Avis Budget Group. It emphasizes the importance of accurately attributing conversions to specific marketing strategies and incorporating real-time data and machine learning for performance optimization. The SAP Hybris Customer Attribution system is highlighted as a tool that calculates external factors and automates media spend optimization for better incremental measurement.

1. PUBLIC
Neal Zamore, SVP,Global Digital CustomerExperience,Avis BudgetGroup
Alex Sutton III,Sr. Director, Digital Acquisition,Avis Budget Group
October,17th
, 2017
Challenging Traditional Measurement Methods to
Maximize ROI

2. 2

3. Revenue
< 2013Efficiency
2014
EBITDA
2015
Incremental
Revenue
2016
Incremental
EBITDA
2017+
Roadmap

4. 4
Are we only counting whether Marketing was
present, or whether Marketing had an impact?
Incrementality

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Strategy 1 Strategy 2
Testing Two Marketing Strategies

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Strategy 1 Strategy 2
Strategies evaluated based on the # of conversions

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Strategy 1 Strategy 2
Some of those conversions would have happened anyway

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Shapley value example
= $19
= $0
= $4= $7 = $6
= $7 = $15 = $9
P
P
C
Display
Affiliate

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Real time Baseline Case Study

10. 1010

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Need for better attribution
Blind panels provide reliable incrementality tests
Control
Exposed

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Science and technology - SAP Hybris Customer Attribution
Holistic Incremental Real-time
To accurately measure performance, any methodology needs to account for all factors that can
impact performance (Holistic). It needs to measure the impact of each media touchpoint
(Incremental), and must provide results in a timely fashion to enable daily optimization (Real-
time)
Machine Learning technology, built on game theory for
measurement and optimization

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Computing Incremental Value and Baseline
Seasonality
Untracked
Marketing
The unique SAP Hybris Customer Attribution Real-time Baseline
calculates external factors on a daily basis giving insight into the
latest market conditions and how they impact digital performance.
Untracked
Activities
Customer Bias

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SAP Customer Attribution’ unique proprietary algorithm offers a simulation tool, with intelligent
budget reallocation and anticipated outcome in term of conversion increase
Actionable results

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SAP Hybris Customer Attribution sends data directly to publishers and partners to automate
media spend optimization in real time
Optimizing intelligently: playing well with our partners
Measure
Share Data via
Closed Loops
Accelerate ROI

16. Thank you