Presenting Samsung SDS DPM

Samsung SDS
Digital Place
Marketing
Solution Overview
Copyright © 2016 Samsung SDS America, Inc. All rights reserved.

Digital Marketing Trend
Digitalization
Advertising market is rapidly going digital, increasingly focusing on customer experience marketing which
can provide personalized experience.
Customer Experience

Business Needs
• Data analytics-
enhanced sales
strategies
Publishers can create new values by adopting Digital Marketing.
Improve
Strategy
• Improved ROI for
media purchase
• Objective media
evaluation
Benefit from
switching
to digital
• Maximized ad
effectiveness
• Media for special
promos, e.g., Events
& Promos, targeted
advertising, interactive
services
Create
Additional
Value

Publishers’ Pain Points
Would digital advertising help attract
more advertisers?
Is there an objective tool to evaluate
media effectiveness?
Is there any media that can swiftly
adopt marketing trend?
Can the benefits of DM be calculated
in a quantitative manner?
In order to successfully provide digital marketing services, following questions need answers.

What is Samsung SDS Digital Place Marketing
Samsung SDS Digital Place Marketing is a solution that maximizes your benefit out of digital advertising
media by analyzing customers’ reaction and quantitatively measuring ads effectiveness, and efficiently
delivers advertising message through CX service1.
1 CX Service: a variety of service that can satisfy customer needs

Samsung SDS Digital Place Marketing Key Features
Reliable data
automatically
collected using IT
• Gather highly reliable data using cutting-edge technologies which
can take into account dynamics of situations
Quantitative
standards to
evaluate media
• Gain marketing insight into customers using DOOH Index2 to
evaluate DOOH1 effectiveness and generating analysis reports
from multiple demographic and behavioral perspectives
Targeted
advertising
with sophisticated
analysis
• Optimize ad campaigns and promos with Ads Matching enabled
by data categorization and ad recommendation algorithm
Media evaluation becomes easier with data collection and analysis, while algorithms enabling matching
ads maximize advertising results.
1 DOOH: Digital out of home
2 DOOD Index: a set of criteria to measure effectiveness of DOOH media

Samsung SDS Digital Place Marketing Differentiators
• Measure flow of
people using VA and
Wi-Fi scanning
• Examine location data
to determine correction
factors
Samsung SDS Digital Place Marketing offers three differentiated features which allow customer data
collection, analysis algorithm, and matching ads to maximize advertising results.
Data
Collection
• Analyze space, media,
people flow, number of
viewers and attention
time for each ad
• Gain new marketing
insight upon data
visualization
Analytics
Report
• Present matching ads
to deliver best
advertising results
• Predict individual
preference and
recommend ads
accordingly based on
advertising content and
customer demographics
Ad Matching

1) Data Collection
Gather customer
data
Extract statistics
from video and
aggregate data
A synthetic data set which includes video analysis, wireless device detection, customer interaction and
contextual information offer valuable insight into demographics.
Video Data
Collection
Wireless Device
Detection
Interaction
Information Context
Collect MACaddress
and signal strength
Analyze reaction to
interactive services
• touch screen
log, QR code
recognition log,
and motion
recognition log
Understand effect
on advertising &
promotions of
external events
using exterior API
• weather,
competitors
behavior

2) Analytics Report
Gain scores and grades of
each medium to measure its
advertising effectiveness
Visualized analytics provides real-time data and marketing insight into area, advertising media, people
flow, number of viewers and total seconds viewed for each ad.
DOOH Index Customer Data Heat Map
Generate customer report by
demographics based on
collected data- Attention time
by age group, etc.
Visualize spread of
customers in media-installed
spaces and provide insight

3) Ad Matching*
Compare similarities using
CBF1 to order matching ads
to customers
Customer categorization and optimized use of space with reinforcement learning improve reach to each
targeted customer group.
Ad Recommendation Ad Schedule Machine Learning
Schedule ads to target
specific shopper types
Reflect customer reaction
data and reinforce matching
algorithm
1 CBF: Content Based Filtering refers to a logic that predicts individual preference and makes recommendations based on advertising content properties and customer profile
2 DMM: Digital Media Management is a solution that manages advertising content
3 Sales result: will be included only when an advertiser agrees to provide and use it for machine learning

Samsung SDS Digital Place Marketing Value Proposition
① Establish Sales Strategy Utilizing
Media Analysis
② Develop Quantitative Evaluation
Standards for Media Development
and Operation
③ Enjoy Advertising Media of
Differentiated Service and
Additional value
④ Assess Financial Benefit
of Going Digital

Establish Sales Strategy Utilizing Media Analysis
Support advertisers’ sales
promotion with media analysis
of detailed customer data by
tailored demographics

Develop Quantitative Evaluation Standards for Media
Development and Operation
Better develop and operate
advertising media using
media evaluation result and its
detailed items measured based
on DOOH Index1
1 DOOH Index: index to measure advertising effectiveness of media
(Joint study with academia has provided calculating formula, and POC has confirmed validity)

Enjoy Advertising Media of Differentiated Service and
Additional Value
Improve customer experience
and maximize
advertising/promo results
using interactive touch screens
which display information and
advertisement together

Assess Financial Benefit of Going Digital
Confirm validity of media
investment by calculating
expected financial gain from
going digital

Why Samsung SDS
Leader in
Front-End Solutions
• Complete solution to better utilize digital devices and content
in different settings
• CX service to establish customer-centric space
Experts from
a Variety of
Backgrounds
• Client support system by a group of experts – hardware &
software experts, architects, data scientists, CX consultants
& designers, etc.
References
• Extensive business experience with DOOH(Digital out of home)
in different surroundings
Samsung SDS has a wide experience in digital marketing, and offers local support system as well as
operational assistance by experts from different fields.

Presenting Samsung SDS DPM

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