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Introduction

Marketing is a major module provided by SAP CRM other than Sales and Service.
 

SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation

SAP CRM provides different capabilities using which it is possible to implement various Marketing related business process.
 

SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation

  • These marketing capabilities can be easily customized in order to match with customer specific business processes.
  • Also similar to other CRM modules marketing capabilities can be integrated with other CRM module capabilities and external systems.
  • Considering the importance of customer interaction all the SAP CRM marketing capabilities are well integrated with various kinds of, both inbound and outbound channels:

SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation

  • 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:

    SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation

  • 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

SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation

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

SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation

  • 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.

SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation


  • As Operative Task it includes Campaign/Promotion.
  • Campaigns are to focus on operative doing.
  • In a campaign you can define:
    • Event characteristics like Dates, objectives, tactics, etc.
    • Execution parameters like products, prices and so on.
    • Intended audience as target group or customer segment.
  • Finally it includes Campaign Execution.
  • For a marketing plan or/and campaign, in the general data we have relevant type.
  • This Type behaves as the controlling element in the marketing.
  • It helps in defining appropriate objectives and tactics along with default attributes such as action profile or status profile.
  • To control this, it is possible to define relationship between types, objectives, and tactics as part of SAP CRM Marketing customizing.
  • Default statuses for CRM Marketing:
    • Created
    • Approved
    • Locked
    • Released
  • In the customizing it allows to define user statuses and assignment of these user statuses to the certain type (campaign type).
  • It is the current marketing element status (or the combination of all statuses) that determines the business transaction which could be executed for a marketing element.

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.

SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation

  • 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:

SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation

  • 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

SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation

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

SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation

  • You can create marketing attributes in order to characterize business partners.
  • Different data sources for segmentation and target group

SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation

  • Also it is possible to define the data source to build target groups.
  • Target groups can then be used with marketing activity to address a particular group of customers or prospects.
  • Attributes can be the same regional affiliation, the same hobby, the same amount of money spent during the last few months, and so on.
  • Business Partners Segmentation process:

SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation


  • Target groups are created using the Segmentation.
  • Segment builder is used for the segmentation.
  • Segmentation Models:
    • Do not have to have target groups or segments assigned
    • It can have subsets within it
  • Segments:
    • A segment is assigned to only one segmentation model
    • Target groups are not assigned to it
    • To assign a segment to different segmentation model it must be recreated by copying

SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation

  • Target Group:
    • It can only be assigned once
    • Marketing Planner can use only active target groups

Personalized Mails

  • Personalized mail can be used to send tailored marketing information to the members of target groups.
  • The form builder application can be used for the personalized communication through following interaction channel:
    • E-Mail (Plain Text or HTML)
    • SMS
    • Fax
  • Using mail form builder tool, it is possible to:
    • Personalize messaging to target list members
    • Assign mail forms to campaign target lists
    • Embed links (URL) to websites in generated e-mails
    • Insert subject lines dependent on conditions

Mail Form:

  • Used to define the layout and content of the information
  • Can be used for direct marketing campaigns
  • Integrated editor could be used to enter text or HTML source code
  • Supports to control the formatting of the mail form
  • Enables to insert graphics and attachments
  • You can set the communication channel for which it needs to be used
  • It is possible to set the default value
  • It supports layout mode and source code mode
  • Attribute context can be set to populate data dynamically in mail form
  • It supports conditional text blocks, i.e. the final content generated could be output from several text blocks

SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation

Campaign Automation

  • This process is used to create campaigns based on predefined criteria such that it executes without any manual action.
  • Predefined conditions could be based up on time framework, customer answers, other campaign relations, etc.
  • Campaign automation can be used to:
    • automate your multi-wave marketing campaigns across multiple channel
    • model recurring campaign processes
    • proceed the Campaign automatically without manual action

Elements of campaign process modelling:

  • Campaign
    • Depicts the start node of a campaign process
    • A campaign process contains exactly one campaign
  • Campaign Elements
    • Individual steps within a campaign process
    • Can be created within process modeling are
    • Depicts an action point within a campaign process

SAP CRM Marketing: Plan, Campaign Management & Automation Segmentation

  • Decision Node
    • Controls the follow-up steps that are carried out when a response is received from a customer or prospect
  • Optimization Element
    • Optimizes the campaign for probability, taking business constraints into account
  • Connector Node
    • Used to jump into another "event-triggered" campaign

 

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