Macy's.com Gains Better Insight Into Customers With Predictive Analytics From SAP

SAP AG recently announced that Macy’s.com has successfully deployed the SAP InfiniteInsight solution to help better understand customer buying behavior and optimize email and website marketing campaigns.

For Macy’s.com, speed to market is key. The company had a number of variables to understand when it came to understanding likelihood of a customer to spend in a certain product category. The traditional approach to predictive analytics would have required a number of data scientists on staff for Macy’s.com, as well as a predictive model for each product category. With SAP InfiniteInsight, Macy’s.com now has a solution for the automated creation of accurate and robust predictive models. The solution replaces the classic model creation process, which is manual, repetitive and prone to human error. Macy’s.com is now able to build 20 predictive models in a few weeks, a 15 times increase in productivity compared to the previous solution.

Working with SAP, Macy’s.com deployed SAP InfiniteInsight in three months and has since seen an eight to 12 percent increase in online sales through more targeted emails to registered users as well as visitors to the Macy’s.com website.

“SAP InfiniteInsight is a product that excels in speed to results,” said Kerem Tomak, group vice-president, marketing analytics and CRM, Macys.com. “It’s scalable, concise and very efficient — it’s the reliable choice for predictive modeling. It’s my go-to product for everything that requires scales for my enterprise level solution.”

Based on patented automation technology from KXEN, an SAP company, SAP InfiniteInsight is designed to bring greater insight to more people by extending the power of predictive analytics from data scientists to line-of-business users.