Machine Learning in SAP Marketing Cloud

Machine Learning in SAP Marketing Cloud


Everybody’s talking about machine learning these days. But what does it actually mean? In a nutshell, machine learning is the ability of computers to learn from patterns derived from data and predict future behavior. It’s kind of like learning from experience. Did you know that SAP Hybris Marketing is full of machine learning capabilities? This video will show you how. Not only can SAP Hybris Marketing suggest the best product or best offer to your customers, it can also know the best channel and the best sending time for capturing your customers full attention. What’s more ? It can help you to target the best audience based on buying propensity scores. And if you want to know how successful your marketing activities were, just use SAP Hybris Marketing campaign Analytics. Emma is chief marketing officer of the ice hockey club “Red Tigers”. She wants to increase her sales of merchandising products using intelligent marketing. She decides to target club members with a specific buying history. Ben is an enthusiastic fan of Red Tigers and is looking for a birthday present for his best friend Tom with whom he goes to ice hockey events from time to time. Ben goes to the Red Tigers online store in search of a good idea. He spends a lot of time looking at one particular Jersey, and there’s a nice hat that catches his eye, too. However, he leaves the online store undecided. All the while Ben was browsing in the store, SAP Hybris Marketing was tracking his activities. With his club membership and his buying history, he falls into Emma’s target group. And is eligible for a special offer. Thanks to its machine learning capabilities, SAP Hybris Marketing creates a product recommendation in real time for Ben with the Jersey plus a hat at a special 10% discount and free shipping. To make sure that the offer grabs Ben’s attention at the most opportune time, the built-in intelligence of SAP Hybris Marketing helps it work out the best channel and sending time. The offer appears on Ben’s Red Tigers mobile app during his lunch break. He is delighted and clicks the buy button straight away. Back in the Red Tigers marketing office, Emma is pleased that once again with the help of SAP Hybris Marketing, she has over achieved her targets Two weeks later Emma’s team wants to increase the sales of season tickets so they start a campaign inviting people to a special event where three Red Tigers stars will be available to sign autographs and pose for selfies. SAP Hybris Marketing helps her to target the best audience by identifying club members who are most likely to buy season tickets. The target group of this campaign consists of people who have bought merchandise in the last four weeks and shown interest in the club through their activities on the web. All this is tracked by SAP Hybris Marketing and translated into a buying propensity score. The top scoring customers are selected for the campaign. Once again, they are contacted at the best sending time and the most appropriate channel. Ben gets his invite on his cellphone. He is thrilled. This solves another birthday present problem for him. He will take his nephew, another big fan of the Red Tigers to the event as for Emma her campaign is a success. Sales of season tickets have gone up by 20%. Thanks to the power of machine learning, SAP Hybris Marketing has come up trumps again.

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