1. SAP Consumer Insight
Kevin Outcalt, SAP Mobile Services
February 4, 2015

2. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 2Public
Increasingly advanced marketing technologies need to balance between
business and consumer point of view

3. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 3Public
Evolution of consumer insight over decades
Press
1780s
Radio
1920s
TV
1950s
Focus groups, surveys, Interviews
PC / Web
1990s
Cookies, Tags, Web Analytics
Mobile
Today
Call records, location
Availableuserbaseforinsight
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 around
your business location(s)? Your competitors location(s)?
City Center
Source: openstreemap.org Source: openstreemap.org
Shopping District Single store
Source: openstreemap.org
Small store
Digital
Outdoor
Large Retailer
Where people are? Who they are (Demographics)? What they’re doing …over time!

5. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 5Public
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 these
consumers (aggregate anonymized data)?
Where do they live (zip code)? What are their interests?What is their income level?

6. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 6Public
SAP Consumer Insight 365 is a cloud service powered by HANA that enables
insights based on billions of anonymized mobile operator records
Who are my customers?
Determine what demographics
of people are coming through
(i.e. store)
Compute dwell time, input
rate, exit rate over time
across multiple locations
Compare competitors and
location over time
Value: Enables brands /ad
agencies to understand ad
effectiveness, demographics
Where are they coming from?
Determine home location of
consumers, to drive circular ad
campaigns
Display origin of home
location for a given retail
store or location
List top 10 locations of origin
Value: Enables brands /ad
agencies to understand
where they should spend
their ad dollars
What are they doing?
Optimize digital advertising ROI
by understanding consumer
digital click through behavior
What are people searching
for in a particular location
What is the digital
advertisement ROI – where
did it break in the conversion
chain?
Value: Drives brand / ad
agency digital ad spend

7. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 7Public
SAP Consumer Insights adds a 4th pillar of data
SAP Consumer Insight 365
CRM/Financial
Spend Analysis,
Segmentation
Mobile Networks
Where people are,
what they do on their devices, when and
how they communicate
Point of Sale
Merchant transactions records
Internet & Social
Sentiment Analysis

8. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 8Public
These consumer insights can be utilized in several marketing functions
Competitive
Intelligence
Marketing
Effectiveness
Audience Research
Consumer Behavior
& Attitude
Social Media
Digital Channel Insights
Programmatic Buying
Omni Channel Marketing
SAP
Consumer
Insight 365
Media Channel Planning
& Buying
Consumer Digital Journey

9. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 9Public
SAP is uniquely positioned to bring to market these mobile focused consumer
insights
Suppliers (Mobile Operators)
Trust: SAP Mobile Services serves 1000
network operators worldwide as part of
its SMS Intelligent Hubbing business
Big Data Expertise: Extract up to 30
TB/day/operator worldwide
Technology Levers: Predictive Analytics, Real Time HANA Based Big Data Platform
Business Levers: Mobile Operator Relationships as part of SAP Mobile Services
Buyers (Brand & Agencies, others..)
Ease of Consumption: Cloud based
offering
Completeness of Solution: Effective
integration and delivery with existing
LoB and Industry Solutions

10. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 10Public
SAP Consumer Insight 365 ensures data privacy for the individual mobile
subscriber
SAP Global Data Center
SAP Mobile Services Global Data CenterMobile Network Operator Data Center
MNO
Media-
tion
Zone
Existing Mobile Network Operator systems
SAP
Media-
tion
Zone
SAP Consumer
Insight 365
Internet
Secure
SAP Consumer Insight 365 Dashboard
US
APJ, etc.
Secure
Presentation
Layer
Analytics & Data
Storage Layer
SAP Consumer Insight 365 Data Privacy Principles
No data that can directly identify individuals
Data that can directly identify an individual never leaves the Mobile Operator
Individuals cannot be identified through the portal
No public or end-user access to raw data
Restricted raw data access for SAP Staff & Periodic security reviews

11. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 11Public
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

12. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 12Public
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 is
on a scale not seen before,
therefore any service that can
address this will create a new
empirical data source that will
not only complement existing
research methodologies, but will
also enable brands to better
connect 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 Crowd
Favorite
Winner, Gold Medal, 2014 UX Design Awards,
San Francisco, September 2014

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Demo/Video
Demo/Video

14. © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Thank you