Gain timely insights into the business impact of your sponsorship. Explore the benefits offered by our brand impact application that uses computer vision to analyze brand exposure in video. See how this robust, highly scalable solution gives you financial transparency and the opportunity to measure what you pay your sponsorship for.

1. PUBLIC
Luis Grincho, SAP
SAP Brand Impact
Protect Sponsorship Business Value by Measuring What You Pay For

2. 2PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
WHAT is Machine Learning and Artificial Intelligence?
AREAS OF AI
Artificial
Intelligence
Rule-based Reasoning
Machine Learning
Deep Learning
Natural Language Processing
Translation Machine Vision
Speech to Text
Speech
Text to Speech
Robotics
Autonomics Vehicles
Artificial Intelligence (AI)
§ Intelligence exhibited by machines
§ Broadly defined to include any simulation of human intelligence
§ Expanding and branching areas of research, development and investment
§ Includes robotics, rule-based reasoning, natural language processing (NLP), knowledge
representation techniques (knowledge graphs), …
Machine Learning (ML)
§ A subfield of AI which aims to teach computers the ability to do tasks with data,
without explicit programming
§ Uses numerical and statistical approaches, including artificial neural network
techniques to encode learning
§ Models are built using “training” computation runs, can also train through usage
Deep Learning (DL)
§ A subfield of ML that uses specialized computational techniques,
typically multi-layer (2+) artificial neural networks
§ Layering allows cascaded learning and abstraction levels (e.g. line
recognition -> shape -> object -> scene)
§ Computationally intensive enabled by clouds, GPUs, and increasingly
more specialized HW such as FPGA and new custom hardware

3. 3PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Automate knowledge work
Our vision for Enterprise ML
Deliver rapid value with business solutions
Do the impossible
Make enterprise
applications
intelligent
Lights-out Finance operations
Image-based Ariba Commerce
Contextual Concur Travel concierge
Video-aware Marketing
Visual Store Execution
Drone & satellite-based
Asset Management
Vision-enabled Manufacturing
Contextual Logistics
Enable customers and partners with foundation
Self-driving Customer Service
Conversational Sales bots
Transformational HR services

4. 4PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
AVAILABLE
Marketing Mix
Optimization
Customer Retention
Campaign Portfolio
Optimization
Churn
Behavioral Segmentation Brand Impact
SAP Hybris Marketing – Machine Learning Scenarios
IN PROGRESS
PLANNED
Voice
Recognition
Product
Recommendations
Channel Affinity Best Sending
Time
Facial Analysis Buying
Propensity Model
Best Offer Sentiment
Analysis
Data Driven
Segmemtation

5. 5PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
§ Big Data
§ Massive improvements in hardware (graphics processing unit [GPU] and multicore)
§ Deep learning algorithms
Why now?
Personal Assistants Self Driving Cars Image search
Software is becoming smarter and this changes our daily lives
Games

6. 6PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
ImageNet performance
A dog with ball
in its mouth
A skier is jumping
over
snow covered hill
Human Performance
5
25
10
15
20
2012 2013 2014 2015
Error Rate
in %
yearGroup of six
people
Late 19th
century
architecture
Automated Labeling
0
Machine Learning Powered Computer Vision is Surpassing Human Abilities

7. 7PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Text VideoTabular
Input data Create model Generate insights
SpeechImage Time
Profile matching service
Text analytics
ObjectDetection
Pattern recognition
Train
model
Prepare
data
Apply
model
Capture
feedback
How Data is transformed into Business Value by Machine Learning
1% Necklace
2% Bracelet
96% Ring
1% Other
92% Model A 75 % Model B 60% Model C

8. 8PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Examples …

9. 9PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Business Platform for Digital Media
Brand Visibility,
Video Analysis
Digital
Advertising
Audience
Analytics
Content
Lifecycle
Personalization,
Content
Experience
Audience
Engagement
Viewer profile
Entitlement
Viewer > Subscriber > Consumer
Creator /
Rights holder
Advertiser /
Sponsor
Customer interactions
Machine Learning
Advertising marketplace
Big Data
Digital core
Commerce
Finance
Video
Platform
Digital
Boardroom
$
Rights

10. 10PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Global Sponsorship Market Trends
What Sponsors Want
10Customer
• Global Sponsorship spending is projected to reach over $60B in 2016
• With North America leading with $22.4B spending
• Sports sponsorship is responsible for 70% of the budget
• Sponsors mentioned that assistance in measuring return is crucial (54% in 2015 vs 32% in 2014)
• While most of them spend 1%-2% of the sponsorship budget to measure the ROI, only minority 3% spend 5%
or more.

11. 11PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
The Challenge of Sponsorship ROI Management
Brand visibility measurement as of today
§ Unreliable measurements
§ Time-consuming analysis
§ Limited media coverage
Not addressing
all questions
How will new technologies
influence sponsoring?

12. 12PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
haveIndustry players the same challenges
“Black box” impact result
that is impossible to
extend with financial info
Delayed reports
Lack of scalability to process
growing volumes of media
Inaccuracy due to
extrapolation of results
The Pain Points of the Industry Players
Blue-chip
brands
Media agencies
Sports leagues,
teams, venues
Right owners

13. 13PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Time Labeled
Brand Exposures
Time Labeled
Business Data
ImpactIndex
BI Analytics Tools
Exposure AnalyticsUI
CRM/Sales/Web Site Log
Powered by
Nvidia Deep Learning
CustomersVideo Content
Duration OfThe
Broadcast
SAP ComputerVision Engine
SAP Brand Impact: Measurement of Sponsorship Business Impact

14. 14PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Demo

15. 15PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Brand Impact application
Automatically analyzes brand exposure in videos and images by leveraging advanced
computer vision techniques. The application helps media agencies, broadcasters, and
brands gain accurate, timely insights into sponsoring and advertising ROI.
SAP Brand Impact Value Proposition
Fast
Processing time is 7X
faster than the
broadcasting frame rate
Transparent
Interactive interface
downloadable time
annotated reports
of detections
Accurate and scalable
Enterprise grade
precision
unprecedented scale
Flexible
Media processing
based
pricing structure
vs existing offerings
Slow
6 weeks reports SLA
Black Box
Aggregated statistical
info
Estimated
Sampled based
extrapolated calculation
Lock-in
6 digit service
contract

16. 16PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Key features
Interactive view of event
analytics
Visualization of brand logo
exposure
Mechanism for external
consumption of data
Visualization of exposure duration and combined metrics
Aggregated data in CSV format (premium)
Reports in PDF format
Interactive analytics pane per event
Filtering based on brands
Detailed metrics per brand
Filtering based on context (premium)

17. 17PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
“As a club who’s shown excellenceon the courtfor more than 40 years,winningsix Europeanchampionships,it has always
been importantto MaccabiTelAviv BasketballClub to be at the top level in Europe,an effortthat doesn’tstop off the court.SAP
Brand Impactprovided us the opportunity to get access to the video analytics ofthe exposureour partnersare getting in our
games.We are impressed bythe solution’s capabilities,precision and speed and see it as a greatpotentialtoolfor our sales
efforts,adding data and numbersto media exposure previously deemed un-measurable.”
Yaron Talpaz,MaccabiTel AvivBasketballClub ChiefMarketing Officer
“As a long-term SAP customer,Audigot early access to the latestSAP video analytics solution.Audi’s sponsorship team found
SAP Brand Impactsolution a very usefultool. It can help Audi to evaluate its sponsorship exposureat high levels of
operationalexcellenceand transparency.We were impressedby the capabilitiesand results ofthe first proof-of-concepts based
on video footage from AudiFIS Alpine Ski World Cup. We’re stronglyconsidering possibilitiesto combine SAP Brand
Impactwith our media analysis workflow for the upcoming AudiCup and Audi FC BayernSummerTour. “
ThomasGlas,GlobalHead ofAudi SportsMarketing
Voice of the Customers
"As the numberone sportsdestination in Europe,Eurosportis redefining the way fans engagewith the sports and heroesthey
are passionateabout. This pursuitof innovationcovers everyaspectof our business,which requires likeminded and best-in-
class partnerslike SAP to help drive progress. Utilising SAP’s expertiseand tools,particularly helping to deliver enhanced
brand analysisaroundour sportproperties,allows us to share valuableinsights with our partners thatproduce realimpact.“
RalfNowack,SeniorAccountManager,Eurosport

18. Contact information:
sapbrandimpact@sap.com
Thank you