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

Demo/Video

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Thank you