Live from Sales 3.0 Conference, the Sales and Marketing event of 2017! Johann Wrede, Global VP of Strategic Marketing at SAP Hybris uses The Matrix, Space Odyssey, The Jetson's, Star Trek and more to trace the lineage of how we live today in the future with Artificial Intelligence. Learn what it means for Sales and Marketing with SAP Hybris. For more from SAP Hybris please visit us at: http://www.hybris.com

1. Sales, Marketing and Artificial intelligence
Science Fiction or Reality?
Johann Wrede, Global VP Strategic Marketing
September 19, 2017
Blade Runner (1982)

2. 2© 2017 SAP SE or an SAP affiliate company. All rights reserved. 2001: A Space Odyssey (1968)

3. 3© 2017 SAP SE or an SAP affiliate company. All rights reserved.
WE ARE LIVING
IN THE FUTURE.
2001: A Space Odyssey (1968)

4. 4© 2017 SAP SE or an SAP affiliate company. All rights reserved.
AUTONOMOUS CARS
Günter Radtke (1974)

5. 5© 2017 SAP SE or an SAP affiliate company. All rights reserved.
OPEN THE
POD BAY DOORS,
HAL.
2001: A Space Odyssey (1968)

6. 6© 2017 SAP SE or an SAP affiliate company. All rights reserved. Star Trek (1966)
TABLET COMPUTERS

7. 7© 2017 SAP SE or an SAP affiliate company. All rights reserved. The Jetsons (1962)
VIDEO CALLING

8. 8© 2017 SAP SE or an SAP affiliate company. All rights reserved. Star Wars (1977)
MACHINE TRANSLATION

9. 9© 2017 SAP SE or an SAP affiliate company. All rights reserved.
JOHN ANDERTON
YOU COULD USE A GUINNESS
RIGHT NOW.
Minority Report, 2002

10. 1984 (1984)
AND IT CAN GET
CREEPY

11. WE HAVE
TO FEAR AI
Terminator Genesys (2015)
BEEN TAUGHT

12. BUT THAT’S FICTION
LET’S TALK SCIENCE

13. 13© 2017 SAP SE or an SAP affiliate company. All rights reserved.
2.5 quintillion bytes
of data are created
every day.
*SOURCE: IBM

14. 14© 2017 SAP SE or an SAP affiliate company. All rights reserved.
800ms 3s 8s
Our minds can only stay
optimally focused on a
task for 8 seconds.
*SOURCE: "You Now Have a Shorter Attention Span Than a Goldfish” - Kevin McSpadden

15. 15© 2017 SAP SE or an SAP affiliate company. All rights reserved.
Over 50%
of large organizations will,
by 2018, compete using
advanced analytics and
proprietary algorithms.
*SOURCE: GARTNER, TAD TRAVIS 2016
Artificial Intelligence is the only answer.

16. 16© 2017 SAP SE or an SAP affiliate company. All rights reserved.
ImageNet Performance
Human Performance
25
5
20
15
10
2012 2013 2014 2015 year
30
ErrorRatein%
Machines can now
identify objects in
images better than
humans.
*SOURCE: "A Learning Advance in Artificial Intelligence Rivals Human Abilities” – John Markoff

17. 17© 2017 SAP SE or an SAP affiliate company. All rights reserved.
MAKE
PAYMENT
JOIN
GROUPS
POST
REVIEW
RECEIVE
OFFER
Digital
ADS
Print
Web
TV
CHANGE
ADDRESS
NETWORK
ISSUE
SETUP
PHONE
RECEIVE
PACKAGE
MISSING
ITEM
TRACK
ORDER
BUY
SHORT
LIST
REFER
FRIENDS
RECEIVE
OFFER
RESTART
SERVICE
TERMINATE
SERVICE
PHONE
DAMAGE
BILLING
ISSUE
Social
E-mail
Social
Social
Social
E-mail
Retail
store
Contact
Center
Retail
store
Retail
store
Contact
Center
Contact
Center
Contact
Center
Contact
Center
Web-
shop
Web-
Shop
Web-
shop
Support
portal
Support
portal
Word of
mouth
Word of
mouth
RESEARCH
Reviews
Branded
commu-
nity
Search
KW/ADS
Web-
Shop
Web
DISCOVER
NEED
AWARENESS
DISCOVERY
CONSIDERATION
ACTION
ADVOCACY
ACTION
CONSIDERATION
USE
USE
ADVOCACY

18. 18© 2017 SAP SE or an SAP affiliate company. All rights reserved.
Actionable
events
and dataDark
Data
Take streams of
unused data….
…create meaning… …and empower the
customer experience.

19. 19© 2017 SAP SE or an SAP affiliate company. All rights reserved.
• Best Product
• Best Offer
• Best Channel
• Best Sending Time
• Best Audience
• Affinity Scoring
• Sentiment Analysis
• Image Recognition
• Brand Intelligence
• Customer Retention Insight
• Behavior Segmentation
• Customer Journey Insights
• Smart Campaigns
• Marketing Attribution
• Campaign Portfolio Optimization
• Imaging Intelligence
• Predictive Opportunity Scoring
• Predictive Lead Scoring
• Account Scoring
• Deal Recommendations
• Predictive Forecasting
• Predictive Prospecting
• Sales Assistant
Marketing Sales

20. 20© 2017 SAP SE or an SAP affiliate company. All rights reserved.
“90% of their customers
begin their buying journey via a
google search”
Machine learning will enable us to
automate to purchase of equipment
and free up sales to focus on helping
customers solve business problems.
Insight transforms customer engagement through automation
Bruce Petillo
Director, Marketing
Insight

21. WE HAVE
THE POWER

22. WE HAVE
THE TECHNOLOGY

23. WE HAVE
THE INTELLIGENCE

24. WE HAVE
THE TOOLS

25. TO
CREATE
CONTEXT

26. TO
DELIVER
EXPERIENCES

27. TO
TRANSFORM
ENGAGEMENT

28. RIGHT

29. NOW

30. Thank you.
Contact information:
Johann Wrede
Global VP, Strategic Marketing
SAP Hybris
johann.wrede@sap.com
@wredefine
Partner logo

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