Discuss how a company tapped into the SAP Hybris Customer Attribution solution for insights on how various digital advertising tactics are influencing their customers’ path to purchase. The company looked at intelligent technologies to manage an increasingly fragmented and complex digital media landscape. Consider how the game theory approach in the solution provides a dynamic view into the program beyond traditional measurement method. For more information, visit us at https://www.hybris.com/

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

5. 5
Strategy 1 Strategy 2
Testing Two Marketing Strategies

6. 6
Strategy 1 Strategy 2
Strategies evaluated based on the # of conversions

7. 7
Strategy 1 Strategy 2
Some of those conversions would have happened anyway

8. 8
Shapley value example
= $19
= $0
= $4= $7 = $6
= $7 = $15 = $9
P
P
C
Display
Affiliate

9. 9
Real time Baseline Case Study

10. 1010

11. 11
Need for better attribution
Blind panels provide reliable incrementality tests
Control
Exposed

12. 12
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

13. 13
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

14. 14
SAP Customer Attribution’ unique proprietary algorithm offers a simulation tool, with intelligent
budget reallocation and anticipated outcome in term of conversion increase
Actionable results

15. 15
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