SAP Consumer InsightKevin Outcalt, SAP Mobile ServicesFebruary 4, 2015
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Increasingly advanced marketing technologies need to balance betweenbusiness and consumer point of view
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Evolution of consumer insight over decades
Press
1780s
Radio
1920s
TV
1950sFocus groups, surveys, Interviews
PC / Web
1990sCookies, Tags, Web Analytics
Mobile
TodayCall records, location
Avai
labl
eus
erba
sefo
rins
ight
Timeliness of Insight
Small
Large
Significant Lag Real-Time
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Imagine if: You could know who (aggregate anonymized data) is in and aroundyour business location(s)? Your competitors location(s)?
City CenterSource: openstreemap.org Source: openstreemap.org
Shopping District Single storeSource: openstreemap.org
Small store
DigitalOutdoor
Large Retailer
Where people are? Who they are (Demographics)? What they’re doing …over time!
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Source: openstreemap.org
Town/city …Source: openstreemap.org
… or district …Source: openstreemap.org
… or neighborhood
Imagine if: You could now better understand the social demographics of theseconsumers (aggregate anonymized data)?
Where do they live (zip code)? What are their interests?What is their income level?
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SAP Consumer Insight 365 is a cloud service powered by HANA that enablesinsights based on billions of anonymized mobile operator records
Who are my customers?Determine what demographicsof people are coming through(i.e. store)
Compute dwell time, inputrate, exit rate over timeacross multiple locationsCompare competitors andlocation over timeValue: Enables brands /adagencies to understand adeffectiveness, demographics
Where are they coming from?Determine home location ofconsumers, to drive circular adcampaigns
Display origin of homelocation for a given retailstore or locationList top 10 locations of originValue: Enables brands /adagencies to understandwhere they should spendtheir ad dollars
What are they doing?Optimize digital advertising ROIby understanding consumerdigital click through behavior
What are people searchingfor in a particular locationWhat is the digitaladvertisement ROI – wheredid it break in the conversionchain?Value: Drives brand / adagency digital ad spend
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SAP Consumer Insights adds a 4th pillar of data
SAP Consumer Insight 365
CRM/FinancialSpend Analysis,
Segmentation
Mobile NetworksWhere people are,
what they do on their devices, when andhow they communicate
Point of SaleMerchant transactions records
Internet & SocialSentiment Analysis
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These consumer insights can be utilized in several marketing functions
CompetitiveIntelligenceMarketing
Effectiveness
Audience Research
Consumer Behavior& Attitude
Social Media
Digital Channel Insights
Programmatic Buying
Omni Channel Marketing
SAPConsumerInsight 365
Media Channel Planning& Buying
Consumer Digital Journey
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SAP is uniquely positioned to bring to market these mobile focused consumerinsights
Suppliers (Mobile Operators)Trust: SAP Mobile Services serves 1000network operators worldwide as part ofits SMS Intelligent Hubbing businessBig Data Expertise: Extract up to 30TB/day/operator worldwide
Technology Levers: Predictive Analytics, Real Time HANA Based Big Data PlatformBusiness Levers: Mobile Operator Relationships as part of SAP Mobile Services
Buyers (Brand & Agencies, others..)Ease of Consumption: Cloud basedofferingCompleteness of Solution: Effectiveintegration and delivery with existingLoB and Industry Solutions
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SAP Consumer Insight 365 ensures data privacy for the individual mobilesubscriber
SAP Global Data CenterSAP Mobile Services Global Data CenterMobile Network Operator Data Center
MNOMedia-
tionZone
Existing Mobile Network Operator systems
SAPMedia-
tionZone
SAP ConsumerInsight 365
Internet
Secure
SAP Consumer Insight 365 Dashboard
USAPJ, etc.
Secure
PresentationLayer
Analytics & DataStorage Layer
SAP Consumer Insight 365 Data Privacy PrinciplesNo data that can directly identify individualsData that can directly identify an individual never leaves the Mobile OperatorIndividuals cannot be identified through the portalNo public or end-user access to raw dataRestricted raw data access for SAP Staff & Periodic security reviews
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Significant value potential from SAP Consumer Insight 365
REAL-TIME COMPETITOR (STORE LOCATION) BENCHMARKING
EFFECTIVE PROMOTION STRATEGY AND EXECUTION
ACCURATE ADVERTISEMENT ATTRIBUTION
IMPROVED LOCATION PLANNING
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SAP Consumer Insight 365 is already winning industry acclaim
Finalist, Design for Experience Award,“Bringing Order to Big Data”, UX Magazine
“The challenge is that this data ison a scale not seen before,therefore any service that canaddress this will create a newempirical data source that willnot only complement existingresearch methodologies, but willalso enable brands to betterconnect to consumers.”– Guy Rolfe, WPP
Winner, Emerging Technologies Award (E-TECH),Mobile Marketing and Advertising Category,Super Mobility Week, powered by CTIA,September 2014, Las Vegas
Nominee in three categories and top 10 in CrowdFavorite
Winner, Gold Medal, 2014 UX Design Awards,San Francisco, September 2014
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Demo/Video
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Thank you