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Challenging Traditional Measurement Methods to Maximize ROI

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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

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Challenging Traditional Measurement Methods to Maximize ROI

  1. 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
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  3. 3. Revenue < 2013Efficiency 2014 EBITDA 2015 Incremental Revenue 2016 Incremental EBITDA 2017+ Roadmap
  4. 4. 4 Are we only counting whether Marketing was present, or whether Marketing had an impact? Incrementality
  5. 5. 5 Strategy 1 Strategy 2 Testing Two Marketing Strategies
  6. 6. 6 Strategy 1 Strategy 2 Strategies evaluated based on the # of conversions
  7. 7. 7 Strategy 1 Strategy 2 Some of those conversions would have happened anyway
  8. 8. 8 Shapley value example = $19 = $0 = $4= $7 = $6 = $7 = $15 = $9 P P C Display Affiliate
  9. 9. 9 Real time Baseline Case Study
  10. 10. 1010
  11. 11. 11 Need for better attribution Blind panels provide reliable incrementality tests Control Exposed
  12. 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. 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. 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. 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. 16. Thank you