SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation

Details

Last Updated: 25 December 2020

• SAP CRM Marketing analytics provides:
  • robust set of analytic around the customer and products
  • it ranges from basic reporting to advanced analytics
  • predictive models/scores
  • optimization capabilities
• Following are the major SAP CRM Marketing capabilities:
  
  

  

• Segment and List Management capabilities are integrated through an easy to use graphical, interactive tool.
• With this tool SAP CRM marketing provides capabilities to import in external data like rented or purchased lists and create new customer attributes
• Customizing settings for SAP CRM Marketing are integrated into transaction SPRO which could be accessed through the SAP GUI

Marketing Plans and Campaign Management

• With SAP CRM you can view your marketing projects from three different perspectives:
  1. Marketing Calendar: For a certain time range it provides an overview of all marketing projects
  2. Marketing Plan: Provides hierarchical view
  3. Campaign automation: It offers Java applet-based process view

• As part of the SAP CRM Marketing project we have Marketing Elements at Strategic Planning Level and operative Task / Level.
• At Strategic Planning Level it offers Marketing Plan.
• Marketing plan is for planning a concrete marketing concept.
• In a marketing plan it is possible to define the strategic goals like targeted market share, budget, etc.
• Number of marketing elements is used to structure a marketing plan in form of a hierarchy.
• Marketing Plan is a top-down allocation to brand, region and so on.
• It is possible to assign one or more campaigns to each marketing plan.

A marketing element has its own life cycle which begins when it is created and ends with its closure or cancellation.

• During this life cycle marketing element goes through several system statuses.
• Marketing organization is assigned in the General Data of marketing plan details and campaign details.

• For a certain time range Integrated Marketing Calendar gives an overview of all marketing activities which are planned and running.
• It is Adobe Flex technology based central entry point for the marketing activities.
• It offers capabilities to create new marketing projects and/or reschedule existing ones.
• It supports drag and drop feature for certain functionalities like changing the dates.
• SAP CRM Marketing supports mass assignment of products, product groups or a product hierarchy to marketing projects in a single step.
• It could be configured through the customizing settings for Product assignment, Product group assignment and Assignment of Product Groups / Assign Product Hierarchies
• Discounts can be configured based on products and partners using the pricing concepts:

• Partner determination procedure can be used to work with partners in a marketing object.
• In case of campaign, it is possible to make the partner determination procedure campaign-type-dependent.
• Partner determination procedure and its assignment to a marketing element is maintained in the SAP CRM customizing.
• For business partners involved in the campaign, "Involved Parties" is the assignment block available in the Web UI.
• In a campaign, we can also maintain the communication channel which represents the communication medium to be used for this particular campaign
• Possible list of communication medium can be maintained in the customizing.
• It is possible to perform campaign execution based on preferred communication method (e-mail, phone, and so on) of user.
• For this, BP master data must be updated with the preferred communication method.
• In case preferred method is not maintained, priority based backup methods can be set; for example, phone first, then e-mail, letter, fax and so on.
• Conditions that must fulfill before you can execute an e-mail campaign:
  • A campaign must exist
  • A target group must exist
  • An e-mail form must exist
  • The sender's address is required to send the e-mails

Segmentation

• Segmentation includes following major marketing related processes:
  • Creating Attributes for Business Partner Segmentation
  • Maintaining Data Sources for Segmentation

• Graphical Modeler: Usage, Data Flow, Integration
• Creating Segmentation Basis and perform De-duplication

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