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SAP Innovation Awards 2019 Entry Pitch DeckEnergizing the brand through enterprise-ready cloud analyticsRed Bull
Energizing the brand through enterprise-ready cloud analyticsRed Bull“Quote”With SAP AnalyticsCloud, Red Bull’sbusiness units knowwhat it takes toincrease operationalefficiency and to makemarketing campaignsmore effective.ChallengeSolutionOutcomeAutomated supportReducedoutlet clustering from 2 weeksto 5 minutes10x fasterbuild of campaign dashboards- from 10 days to one dayfor the generation and updateof the annual business planwith unprecedented ease,speed and accuracy2
Business Challenge & ObjectivesTo sharpen its competitive edge in the face of stiff competition, Red Bull must makefast decisions and quickly act upon global as well as local insights. The companywas looking for an enterprise-grade analytics and reporting solution for its businessusers. For instance, the company wanted to track the effectiveness of promotionsand marketing campaigns to determine which measures deliver the best outcomes.At the strategic level, Red Bull wanted to establish its annual business plan muchmore quickly and accurately than in the past.Red Bull was looking for a fast, flexible and scalable analytics and reporting solutionthat would integrate seamlessly with its existing IT environment. As a co-innovationpartner, Red Bull collaborated closely with SAP in the deployment of SAP AnalyticsCloud (SAC). The objective of this deployment is to strike the perfect balancebetween centralized IT control and user self-service. The idea is to empowerbusiness users across all functions – while relieving the IT organization of taskssuch as the provisioning of storage space, coping with software updates orpreprocessing spreadsheets.3
Project / Use Case DetailsRed Bull is the world’s #1 energy drink vendor. Competition in this market is fierce. To retain its market leadership, Red Bull needscurrent, actionable insight. Traditional analytics and reporting procedures at Red Bull were based on trusted data and central ITgovernance but lacked the features the business expects in terms of user friendliness and flexibility – particularly the ability to enrichcentral data with local insight.The IT organization assessed a number of third-party software products and found that SAP Analytics Cloud (SAC) was the onlysolution in the marketplace that would allow Red Bull to implement its concept of IT governed self-service analytics. In a co-innovationproject with SAP, Red Bull provided input on a number of requirements for SAP Analytics Cloud (SAC) as an enterprise-gradeanalytics and reporting solution. What makes SAC unique is that it is an easily accessible, mobile, scalable and cloud-based standardproduct ready for deployment across all business functions while enabling holistic, real-time insights through live integration with SAPand non-SAP systems. In line with its Intelligent Enterprise strategy, Red Bull uses SAP Hybris Cloud 4 Customer (C4C), with SACreplacing the C4C analytics engine.The analytics and reporting solution built on SAC enables Red Bull to strike the right balance between IT governed informationprovisioning and self-service. SAC delivers “data democratization,” which means that users are empowered to flexibly pull validatedquality data at the right level of detail from the company’s central repository and augment this data with locally gained insight. Usecases for SAC at Red Bull include supply chain and inventory control, campaign execution effectiveness tracking, HR headcount andfluctuation, and security reporting.SAC helps Red Bull optimize operations, gain a better understanding of how its markets develop, and implement measures to drivesales. For instance, SAC helps users track sales histories by outlet and monitor in-store audits to benchmark the success ofcampaigns. SAC enables users to share their local insight much more efficiently than in the past. The Smart Insights machine learningfeature embedded in SAC supports data scientists in identifying patterns and correlations across retail outlets – such as commongrowth rates or similar potentials – for statistical clustering. The time for outlet clustering has been cut from two weeks to five minutes.Campaign dashboards that used to take ten days to set up are now ready for use in one day.At the strategic level, SAC supports Red Bull in establishing and updating its annual business plan with ease. Available withinminutes, automatically generated reports eliminate weeks of manual data preparation. The visualization tools provided by SACprovide fast insight into all KPI for the entire planning cycle.4
Benefits and OutcomesBusiness / SocialBusiness users are empoweredto do their analytics themselves –within the confines laid out by theIT organizationEmbedded machine learningdetects patterns, supportingmore reliable sales forecasts andincreasing the effectiveness ofpromotions and campaignsInsight into the factors thatinfluence positive brandawareness helps drive salesAutomated analytics andreporting accelerate thegeneration of the annualbusiness planITIT affirms its role as a serviceprovider, delivering central,validated data and tools in a waythat facilitates consumption bythe business and meeting theirneeds in terms of usability, localinsights and innovative featuresSAC eliminates the complexitiesof traditional spreadsheetsSAC is a standard softwareproduct that runs in the cloud,relieving the IT organization oftasks such as storageprovisioning or updatesHuman EmpowermentBusiness users can drive theirown analytics. While IT had tobuild dashboards before, userscan now create their own reportsand contribute their ownknowledge to enrich central datawith local insightsWith reliable data readilyavailable for analysis anywhereand anytime, users no longerneed to gather and validate databut can now very flexibly workwith the data for faster and betterinsightsThe business now has trusteddata at its fingertips5
ArchitectureSAP Analytics Cloud (SAC) is hosted in SAP’s cloud data centers. Since SAC provides a live connection, nosensitive data need to be replicated outside of Red Bull’s network. SAP HANA serves as the fast in-memorydatabase. Data from SAP Business Warehouse (BW) is provided via HANA views while data from SAP ERP isdirectly replicated in BW and then provided directly and via HANA views.6
DeploymentDate of Deployment or POC: October 2018Number of live users:580(primarily in Austria and the U.S. but also in Australia, Canada, the UK, the Netherlands and the United Arab Emirates)SAP Technologies Used:Live?SAP Analytics CloudSAP HANA business data platformSAP Hybris MarketingSAP Business Warehouse – powered bySAP HANASAP ERP – powered by SAP HANAServer Processor:N.A. – cloud deploymentLinux Distribution:N.A. – cloud deployment7
Emerging Technologies and Use CasesThe following Emerging Technologies and use-cases are part of the project and describe thecontributionTechnology or Use CaseYes/No1.Machine Learning / ArtificialIntelligenceYes2.3.4.5.IoTYes3D printingNoBlockchainNoAPI Economy / Integrate theIntelligent EnterpriseYes6.Cloud Native / Event BasedArchitecturesExtending the digital core with SAPCP / ABAP in SAP CPSAP Leonardo Application (extendingSAP application, using IndustryInnovation Kits or result of DesignThinking workshop)No7.8.Contribution to ProjectPart of SAP Analytics Cloud, embedded machine learningidentifies patterns, e.g. for the statistical clustering ofretailers that display similar sales patterns. Clusteringhelps make campaigns more focused.SAP Connected Goods for tracking the flow of materialSAP Analytics Cloud was embedded into SAP Cloud forCustomer by using the Embedding API. This enables areal-time reporting based on customer data and aseamless integration with a unified user experience.NoNo8
marketing campaigns more effective. 3 Business Challenge & Objectives To sharpen its competitive edge in the face of stiff competition, Red Bull must make fast decisions and quickly act upon global as well as local insights. The company was looking for an enterprise-grade analytics and reporting solution for its business users. For instance, the company wanted to track the effectiveness of .
