Presenting Samsung SDS DPM

Samsung SDS

Digital Place

MarketingSolution Overview

Copyright © 2016 Samsung SDS America, Inc. All rights reserved.

Digital Marketing Trend

Digitalization


Advertising market is rapidly going digital, increasingly focusing on customer experience marketing which

can provide personalized experience.

Customer Experience

Business Needs

• Data analytics-

enhanced sales

strategies


Publishers can create new values by adopting Digital Marketing.

Improve Strategy

• Improved ROI for

media purchase

• Objective media

evaluation

Benefit from switching to digital

• Maximized ad

effectiveness

• Media for special

promos, e.g., Events

& Promos, targeted

advertising, interactive

services

Create Additional Value

Publishers’ Pain Points

Would digital advertising help attract

more advertisers?

Is there an objective tool to evaluate

media effectiveness?

Is there any media that can swiftly

adopt marketing trend?

Can the benefits of DM be calculated

in a quantitative manner?


In order to successfully provide digital marketing services, following questions need answers.

What is Samsung SDS Digital Place Marketing


Samsung SDS Digital Place Marketing is a solution that maximizes your benefit out of digital advertising

media by analyzing customers’ reaction and quantitatively measuring ads effectiveness, and efficiently

delivers advertising message through CX service1.

1 CX Service: a variety of service that can satisfy customer needs

Samsung SDS Digital Place Marketing Key Features

Reliable data

automatically

collected using IT

• Gather highly reliable data using cutting-edge technologies which

can take into account dynamics of situations

Quantitative

standards to

evaluate media

• Gain marketing insight into customers using DOOH Index2 to

evaluate DOOH1 effectiveness and generating analysis reports

from multiple demographic and behavioral perspectives

Targeted

advertising

with sophisticated

analysis

• Optimize ad campaigns and promos with Ads Matching enabled

by data categorization and ad recommendation algorithm


Media evaluation becomes easier with data collection and analysis, while algorithms enabling matching

ads maximize advertising results.

1 DOOH: Digital out of home 2 DOOD Index: a set of criteria to measure effectiveness of DOOH media

Samsung SDS Digital Place Marketing Differentiators

• Measure flow of

people using VA and

Wi-Fi scanning

• Examine location data

to determine correction

factors


Samsung SDS Digital Place Marketing offers three differentiated features which allow customer data

collection, analysis algorithm, and matching ads to maximize advertising results.

Data Collection

• Analyze space, media,

people flow, number of

viewers and attention

time for each ad

• Gain new marketing

insight upon data

visualization

Analytics Report

• Present matching ads

to deliver best

advertising results

• Predict individual

preference and

recommend ads

accordingly based on

advertising content and

customer demographics

Ad Matching

1) Data Collection

Gather customer

data

Extract statistics

from video and

aggregate data


A synthetic data set which includes video analysis, wireless device detection, customer interaction and

contextual information offer valuable insight into demographics.

Video Data Collection

Wireless Device Detection

Interaction Information

Context

Collect MACaddress

and signal strength

Analyze reaction to

interactive services

• touch screen

log, QR code

recognition log,

and motion

recognition log

Understand effect

on advertising &

promotions of

external events

using exterior API

• weather,

competitors

behavior

2) Analytics Report

Gain scores and grades of

each medium to measure its

advertising effectiveness


Visualized analytics provides real-time data and marketing insight into area, advertising media, people

flow, number of viewers and total seconds viewed for each ad.

DOOH Index Customer Data Heat Map

Generate customer report by

demographics based on

collected data- Attention time

by age group, etc.

Visualize spread of

customers in media-installed

spaces and provide insight

3) Ad Matching*

Compare similarities using

CBF1 to order matching ads

to customers


Customer categorization and optimized use of space with reinforcement learning improve reach to each

targeted customer group.

Ad Recommendation Ad Schedule Machine Learning

Schedule ads to target

specific shopper types

Reflect customer reaction

data and reinforce matching

algorithm

1 CBF: Content Based Filtering refers to a logic that predicts individual preference and makes recommendations based on advertising content properties and customer profile2 DMM: Digital Media Management is a solution that manages advertising content3 Sales result: will be included only when an advertiser agrees to provide and use it for machine learning

Samsung SDS Digital Place Marketing Value Proposition

① Establish Sales Strategy Utilizing

Media Analysis

② Develop Quantitative Evaluation

Standards for Media Development

and Operation

③ Enjoy Advertising Media of

Differentiated Service and

Additional value

④ Assess Financial Benefit

of Going Digital


Establish Sales Strategy Utilizing Media Analysis

Support advertisers’ sales

promotion with media analysis

of detailed customer data by

tailored demographics


Develop Quantitative Evaluation Standards for Media

Development and Operation

Better develop and operate

advertising media using

media evaluation result and its

detailed items measured based

on DOOH Index1


1 DOOH Index: index to measure advertising effectiveness of media

(Joint study with academia has provided calculating formula, and POC has confirmed validity)

Enjoy Advertising Media of Differentiated Service and

Additional Value

Improve customer experience

and maximize

advertising/promo results

using interactive touch screens

which display information and

advertisement together


Assess Financial Benefit of Going Digital

Confirm validity of media

investment by calculating

expected financial gain from

going digital


Why Samsung SDS

Leader in

Front-End Solutions

• Complete solution to better utilize digital devices and content

in different settings

• CX service to establish customer-centric space

Experts from

a Variety of

Backgrounds

• Client support system by a group of experts – hardware &

software experts, architects, data scientists, CX consultants

& designers, etc.

References

• Extensive business experience with DOOH(Digital out of home)

in different surroundings


Samsung SDS has a wide experience in digital marketing, and offers local support system as well as

operational assistance by experts from different fields.

www.samsungsdsa.com

Copyright © 2016 Samsung SDS Co., Ltd. All rights reserved

Software

Presenting Samsung SDS DPM