Macy's Peers Into the Hearts of Customers with Predictive Analytics

— May 19, 2014

At Macys.com, speed to market is key. The retailer has deployed the SAP InfiniteInsight solution to help better understand customer buying behavior and optimize email and website marketing campaigns. Working with SAP, Macy's deployed the solution in three months and has since seen an eight to 12% increase in online sales through more targeted emails to registered users as well as visitors to the macys.com website.
 
"SAP InfiniteInsight is a product that excels in speed to results," said Kerem Tomak, group vice president of marketing, analytics and CRM for 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."
 
There were a number of variables Macy's wanted 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 Macys.com, as well as a predictive model for each product category.
 
With SAP InfiniteInsight, the retailer 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. Macys.com is now capable of building 20 predictive models in a few weeks – a 15 times increase in productivity to the previous solution.

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2014 Retail and Consumer Goods Analytics Summit
2014 ENGAGE