hybris Marketing

Recommendation
Application Information
May 2015

Objectives

1.

2.

Explain hybris
Marketing
Recommendation*

Understand the
configuration and
how to extend the
application

3.
Understand the
related business
processes and
personas

4.
Understand the
value of hybris
Marketing
Recommendation

Note: hybris Marketing Recommendation is the new name for the solution SAP Product
Recommendation Intelligence
Customer

Overview

hybris Marketing Recommendation

Recommendations in real time across multiple sales channels

Provide context-relevant, smart recommendations based on

previous purchasing behavior in real-time leveraging
predictive analytics

Increase conversion rates and average sales order size by

cross-selling and up-selling

Standard integration with hybris commerce

Maintain and Test Recommendation Models
Ability to extent hybris Marketing Recommendation
Provide Recommendations Across Multiple Sales Channels
Capture Click-Through and Conversion Interactions

Customer

Data Sources & Algorithms

Leverage data and algorithms to
provide personalized recommendations
In
store/branch

Use of multiple data sources will most

likely provide better recommendations
o Application can consume SAP and
Non-SAP data

contact
center

web

social

mobile

@
email

Use of multiple algorithms will most

likely provide better recommendations

Marketing
Recommendation

o Use of Algorithms from HANA

Predictive Analysis Library
o User can extend application by own
algorithms

MASTER
DATA
ALGORITHMS

OMNI-CHANNEL
TOUCH POINTS
ORDER
MANAGEMENT

Customer

Recommendation Model
Recommendation Models provide the
recommendations

ALGORITHMS

Recommendations are provided based

on the algorithms used in the
recommendation model
A model can contain multiple steps and
each step can contain multiple
algorithms in a step
Algorithms consume data sources
according to their configuration
Recommendation Models can be
assigned to Recommendation Scenarios

Marketing
Recommendation
Model

STEPS

Customer

Recommendations & Feedback

Click-through and conversion is captured

along with business events (if configured)
Recommendations with a score are
provided to the consuming channel
Feedback can be used for
Recommendation Success Tracking

Recommendations
In
store/bra
nch
contact
center

Marketing
Recommendation

mobile
@

Business events can be used to provide

personalized recommendations

email
web

Feedback

Business events and feedback are

captured as interactions in hybris
Marketing

Customer

Creation & Tuning of Models

The Data Scientist and Marketer maintain

the models
Recommendation Models contain
algorithms which are based on data
sources

Top-N

FP-Growth
Apriori-Lite

Marketer

Data
Scientist

Custom
Create / Evaluate
Models

Algorithms

New data sources and algorithms can be

added

Recommendation
Success Tracking

Marketing
Recommendatio
n
Model

Clickstream
POS
CRM

ERP

Customer

hybris Marketing Recommendation

Business Processes & Personas
Handling Recommendation Models
Marketing
Manager /
Direct
Marketing
Specialist

Data
Scientist

Segment Customers

Maintain
Model
Types

Consuming
Recommendation Models

Collaborate in Model
Building

Maintain
Recommendation
Models in
Collaboration

Test
Recommendation
Models

Web
Content
Manager

Use
Recommendation
Models in Online
Channel

Consumer

Expect Best Fit

Recommendations

Use
Recommendations

Customer

hybris Marketing Recommendation

Maintain Model Types
You create a model type on the Model Types sub-workset, where you provide a Model Type ID and a Description. Model types enable you to
apply an active recommendation model to a recommendation scenario, for example, Top-N. The model type can be specified by the
consuming application in order to receive product recommendations provided by the generated recommendation model assigned to that
specific model type. hybris Marketing Recommendation allows one recommendation model to be active for each model type. All existing
model types are shown in the Model Types sub-workset where you can create, edit and delete model types.

Customer

hybris Marketing Recommendation

Maintain Recommendation Models
You create a model on the Models sub-workset, where you provide a Name, Model Type and Description.
You can maintain the key information of a model, and add steps and algorithms by clicking on its model
name.

Customer

hybris Marketing Recommendation

Generate & Test Recommendation Models
You must generate a model once, either from the Definition or Preview subworkset, to provide parameters and choose Preview. The Preview button will
only be active if a model has been generated. You can switch between the
Definition and Preview tabs anytime. Once you make a change to the model
you must generate the model again in order to take into consideration the
latest changes.
Before the user activates the model he tries to generate the model. For
various reasons the generation of the model might fail. In this case the error
will be written in the application log where the user could access it to
determine the reason of the failure. Generation failure could also occur
when the generation of a model fails while generation is scheduled to be
executed such as with the use of the scheduler (transaction SM36)..

Customer

hybris Marketing Recommendation

Extend the Application
You can extend hybris Marketing Recommendation by
including new algorithms along with their parameters and
adding new data sources and their associated filters.
Whenever customizing is modified such as introducing a new
algorithm chances are that the user could make a mistake such
as mistyping a table column name. This would cause for the
stored procedures generation process to fail. The issues will be
shown on the screen and also written in the application log.
Before committing changes in customizing the user can
simulate the current customizing to ensure that it doesnt fail.
With the simulation in place we ensure that the system will
continue to run without putting it in an unstable state if a
modified stored procedure fails. The simulation is always
executed first even if the user clicks to only generate the stored
procedures. A simulation is first ran so that the stored
procedures are only generated if an error hasnt occur.

Customer

hybris Marketing Recommendation

Consume Recommendation Models
As a Web Content Manager, Category Manager, and Promotion Manager you are enabled to consume the recommendations that are retrieved
by the recommendation models of hybris Marketing Recommendation.
For example as a Web Content Manager you can assign the model type to be consumed by that specific web page including any parameters
needed in order for the consumer to receive recommendations. Below is an example in hybris CMS.

Customer

Features

Features
Recommendation Models List

Switch between
models and model
types

Filter models by
status
Free text search
on models

Filter models by
seeing your models
or all models

Create a new model

Open existing model

by clicking on the
name

Sort and Filter on columns

by clicking on the column
header

Screen Areas
Details & Navigation

Customer

Features
Model Types
Switch between
models and model
types
Sort and Filter on columns
by clicking on the column
header

Create or delete a
model type

Click on the type ID to

change the description

Screen Areas
Details & Navigation

Customer

Features
Recommendation Model 1/2
Add steps in the
model

List of available
algorithm types
(customizable)

List of algorithms (customizable)

according to the selected
algorithm type

Algorithm Menu.
Algorithm can be moved
to another step. Enter the
Settings or remove the
algorithm

Algorithm added to a step.

Could be added by
dragging from the list on
the left or by the algorithm
menu

The other following

actions can be executed
on the model:

Cancel a model from

activating while its still in
activation pending status

Activate

Delete

Save As / Copy

Save

Edit

Deactivate an active
model

Generate the model

in order to test it

Screen Areas
Details & Navigation

Customer

Features
Recommendation Model 2/2

Active On. Date

that indicates
when model will
become active.
Model is first set
to Activation
Pending status
until the date set
is reached.

Steps. Steps are added as

needed. Steps are
executed in sequence and
items are transferred from
one step to the next (ex:
step1->step2).

Reference. Once a
model is copied (Save
As) a reference of the
model it was copied
from is also saved with
the new model
Algorithms. Algorithms
are listed according to the
selected algorithm type.
Algorithms can be added to
the application by
specifying the new
algorithm and its
associated data source(s).
Generation Details.
Once a model has been
requested to generate
the status and the time
is shown in this area.
Statuses:

Any specific algorithm

parameters could also be
specified in the
configuration.

Step Menu. Number of

max recommendations for
the step could be specified.
There are two types of
merging the result of all
algorithms in the step.
Weighted: Calculate and
return items that are
returned from all
algorithms. Score of each
item considers the
specified weight in each
algorithm.
Intersection: Return only
the items that exist in all
algorithms of the step.

Request Sent

In Progress

Successful

Screen Areas

Failed

Details & Navigation

Customer

Features
Algorithm Settings 1/2

Parameters specific
to the algorithm
(customizable)

Data sources (dimensions)

the algorithm can be
based on (max 3 dim.):

Items

Transactions

Customers

This is customizable.

Screen Areas
Details & Navigation

Customer

Features
Algorithm Settings 2/2
Weight. Multiple algorithms
could be entered in a step.
The weight of each algorithm
could be specified to
distinguish the importance of
each algorithm.
Weight is used to calculate
the score of each
recommended item.

Filter. Filters are

shown according
to the
configuration of
the algorithms
data source and
related filters.
Operator. Valid operators
are available to the user
according to the type of the
configured filter.

Values. A range or a single

value must be entered
according to the operator
selected.

Screen Areas
Details & Navigation

Customer

Features
Test / Preview Recommendations 1/3

Select consumer to
be considered for
testing

Add Leading Items

to be considered for
testing

Remove item from

the Leading Items list

Screen Areas
Details & Navigation

Customer

Features
Test / Preview Recommendations 2/3
Parameters. As a first step
parameters are entered to
simulate info that would
have been passed from a
consuming application.

Results. Preview button is

enabled when new
parameters have been
entered or changed since last
preview was run. Model must
have a generated model but
parameters are not required
to preview recommendations.

Screen Areas
Details & Navigation

Customer

Features
Test / Preview Recommendations 3/3
Recommended Item. The
recommended (selected) item
is shown with the final score.
Task. A greyed out
task indicates that
the selected item
wasnt
recommended by
that task but task
can still be selected
to see what was
recommended by the
task.

Recommendations. The
items recommended from that
specific task is shown sorted.
The 20 items with the highest
score is shown sorted in
descending order.

Select a task to show

top 20 recommended
items with their
associated score.

Screen Areas
Details & Navigation

Customer

Features
Standard integration with hybris commerce

CMS Component. In CMS you

can add a recommendation
component in a web page such
as in the product details and fill
the fields required to receive
recommendations.

Recommendations.
Recommendations are rendered
according to the position of the
recommendations component in
CMS. For example context-aware
recommendations are provided
according to the consumer and
product being looked at.

Screen Areas
Details & Navigation

Customer

Features
Variants based on parameters for Preview Recommendations

Description of variant
can be edited directly
in the column.

Action buttons for

loading or saving
variants.
Columns are sortable
and searchable (except
date columns).

Delete a single
variant.

Screen Areas
Details & Navigation

Customer

Features
Recommendation Scenarios

Client Application: Each

scenario can be assigned to a
Client Application. For example
two types of recommendations
can be shown on the same web
page. Hence the two scenarios
will be assigned to the same
Client Application.
Scenario. Scenarios are
defined in customizing and
are available to assign a
model type to each scenario.
Scenarios can be passed
when capturing an
interaction of a
recommended product to
measure the effectiveness of
the recommendation model.

Model Type. A model type

can be assigned to a
scenario. Only one model
type can be assigned to a
scenario.

Screen Areas
Details & Navigation

Customer

Manage Recommendations

Overview
Manage Recommendations
This application enables the Marketer (Davy)
to maintain recommendation models through
recommendation scenarios. All
recommendation scenarios that have been
assigned a model type are represented as a
tile along with their description, channel and
an indicator to inform the user if an active
recommendation model exists.
Once the user selects a scenario he can
maintain and test any recommendation model
thats associated with the selected
recommendation scenario.

Customer

Maintain Recommendation Models

Manage Recommendations

Each associated model of the

selected scenario can be
chosen to modify it or test it. If
an active model exists for the
selected scenario then it will be
initially shown by default.

Select each step to see

the tasks included within
each step.

Select a task to edit or

copy it.

Tasks. Tasks within the

selected step is shown along
with the name and the
importance (weight) of the
task. Weight adjusts the
score of the recommended
items within each task.

Actions that can be

performed for the selected
model.

Customer

Edit Tasks
Manage Recommendations

Provide the name and

description of the task.

Set the weight of the task.

Influences the score of the
recommendation.

Add target groups that

will apply to the task.

Target Groups. Selected

target groups that apply
for this task to provide
personalized
recommendations are
shown.

Task can be removed

from the model or copied
in order to assign different
target groups and weight.

Customer

Preview Recommendations
Manage Recommendations

Add / Remove
consumer.

Recoomendations:
Recommendations with
the score are returned
based on the consumer
and leading items.
Provide leading items.

Preview recommendations
based on the provided
consumer and leading
items.

Customer

Configuration

hybris Marketing Recommendation

Configuration
For Product Recommendation Intelligence some standard algorithms and data sources
configuration is already done according to customers installed software. For example if
SAP ERP exists a BC Set is provided and can be applied.
Customer can extend the application by configuring new algorithms and data sources. The
following must be configured:

Algorithm and its Parameters

Data Source and Pre-Filters

Once application is extended with new algorithms and/or data sources HANA stored
procedures must be generated again.
Recommendations can be retrieved with FM: PROD_RECO_GET_RECOMMENDATIONS.
The data in the request to retrieve recommendations by a consuming application can be
enhanced with a BAdI.
Recommendations Scenarios must be initially defined in IMG.
Standard delivery algorithms consist of:
Association
Collaborative Filtering
Item Mapping
Post-processing
Query

Customer

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