SAP CRM Marketing Segmentation

To communicate along with your prospects in a targeted way, you should realize who your prospects are, and you could have data on their pursuits and purchasing behavior. The existing advertising and marketing information on your online business companions therefore ma kes a invaluable contribution when modeling goal groups in your marketing activities.Dividing your buyer master into completely different groups known as customer segmentation and relies upon to a nice volume at the planned marketing activity. The segments created could be processed in different methods according to the actual needs and preferences of the business companions they contain.You create goal teams from a big selection of totally different data assets by way of combining selection standards received, for example, from InfoSet queries, SAP BW queries, enterprise companion master knowledge, and obtained deal with lists. Target workforce information might be written to SAP BW for later analysis and to support simpler selection in future. Target groups may be connected on to marketing campaigns or used as additional criteria to apply to product proposals.From the CRM Marketing Planner, enterprise companions in the goal teams may be contacted by means of a spread of channels, together with SMS, email, and telephone. You also have the option of contacting target teams straight regardless of a campaign.

Data Source for Segmentation

Attributes will be created in CRM for marketing purposes, for instance “hobbies." Related attributes can be combined into characteristic sets that can later type the premise for profile and goal crew modeling in the Section Builder. After attributes are assigned to a business partner, you may preserve these attributes hence and use them for target team selection.InfoSets are used to entry business partner grasp information (stored for instance in CRM or SAP R/3), which allows you, for instance, to pick out all business partners with a certain zip code, birthday, or so on. In addition to the InfoSets you create your self, SAP gives numerous InfoSets in the usual delivery, which can be used for advertising purposes.BW queries are used to access transactional knowledge saved in SAP BW, for example "variety of purchases per month” or “gross sales volume.”

Within the BW Exterior Checklist Management situation, address information bought from information distributors is imported into SAP CRM and made out there for subsequent processing within the type of target groups. In addition to the option to import smaller information packages straight into CRM as full goal groups, address knowledge can even be loaded ahead into an SAP BW system. To give you the chance to use this address data in the Segment Builder, you need to create an Exterior Listing Administration (ELM) information supply in the CRM system.

Generating Marketing Attributes

Attributes are the standards you employ to distinguish between enterprise partners so as to facilitate extra personalized marketing activities.Attributes and characteristic sets must be used to capture information from prospects that is not usually covered in master data. Typical examples of attribute knowledge embrace spare time activities, pursuits, particular questions associated to an internet site, and so on.For these aware of SAP foundation instruments, attributes and characteristic sets are based mostly at the type functionality.Attributes may be single value or a quantity of worth and can be outlined as required entries. Attributes may be of format Personality, Numeric, Date, Time, or Currency. You probably can solely enter a description for an attribute value if the attribute is of structure Character.You create attributes in the Keep Attributes transaction. The values which are permitted for these attributes are written into a table. Just one key area is authorized for this desk; tables no longer conforming to this rule are not accepted. However, the desk may also include a client. If you may like to test values utilizing a table that doesn't comply with this specification, you should use a operate module to define the table.Please note that check tables for checking values at all times read the info in the database table. Any restrictions to the value set that come up from inheritance or item dependencies are ignored.You would possibly also input descriptions in languages other than the logon language. To take action, select Extras.Modification Language, specify the relevant language, and input the description in that language.

Using Attributes sets

In case you set the Person indicator, you may maintain the characteristic set for business companions of kind Person.This indicator is linked with the Group indicator. If both indicators are set, the characteristic set can be maintained for individuals and organizations. This is additionally the case if neither of the two signs are set. In this situation, it is a a regular default setting.You can enter a territory ID to indicate that the attribute set can only be used for enterprise companions in that explicit territory. A territory can be, for example, a geographical space, a product line, or a buyer, or it will probably include a combination of those, corresponding to nation, state, zip code, and product category. To display the small print of the attributes in the template, select the attribute by way of placing your cursor on the relevant line and selecting Show Attribute.You also have the option to copy characteristic sets from one system to another utilizing the record Transfer of Characteristic Units to Other Programs . You'll find this report in the Easy Access menu below Advertising -Instruments-Professional Tools.

Maintain Attribute List

To create an characteristic listing, input a description, segment category, and section type for the characteristic list.The section category is used to describe the usage of an object throughout the Phase Builder. SAP supplies 5 categories to which segment varieties are assigned for display and authorization purposes.You use segment types to manage which customers are in a place to course of which objects.Choose Assign Information Source and select an information source. The name of the information supply then seems below the title of the list. You can upload as many information sources to an attribute record as you require. Within the record of attributes, choose those that you want to embrace via marking the test boxes.Additionally you'll find a way to create filters to indicate which characteristic values you want to use for segmentation.To keep up the homes of an characteristic for your list, choose the characteristic with a proper-click. Right here you can even specify an update cycle in your attributes, which makes it potential to store the decided characteristic distributions in a cache for a freely-definable period of time, therefore enhancing performance.

Creating Filter

To create a clear out for an characteristic, right-click on an attribute and select Create Filter.Enter the criterion and a description for the filter. Depending on the kind of attribute, you'll both select from values already defined for the attribute (as is the case for values from characteristic units) or enter your own values. For attributes deriving from SAP BW cubes or from InfoSets, it's additionally doable to add filter out situations that specify the key figure values. In the characteristic context menu, select Filter conditions and enter the variable name and the corresponding values that you just want to apply. For example, you can specify a sure period and sales workplace for the vital thing determine gross sales volume.

Features of Segment Builders

The Segment Builder is used for the introduction of goal groups with a selected advertising goal in mind.Section Builder: Historical past Info-The Segment Builder is designed around two specific sorts of roles. The database specialist who is chargeable for making the required choice standards available, combining the relevant attributes into lists that seem within the Segment Builder; and the marketer who makes use of this knowledge to mannequin profiles. Marketers are interested within the response rates of target teams at every level during and after a campaign. They concentrate on enterprise goals and:
  1. Grow to be snug with technology out of necessity
  2. Suppose all day about increasing marketplace proportion
  3. Deal with creative and analytical activities that can improve enterprise
  4. Technologists focus on data and analysis and:
  5. Develop into snug with marketing out of necessity
  6. Think about databases all day
  7. Know SQL or other scripting languages
The Segment Builder might be accessed by approach of the Advertising Plannner directly. It can be used as a stand-on my own application.

People Centric Interface


A profile set is composed of selling segments - profiles, target teams, and other profile sets (cited
as subsets) - that were modeled collectively or which are to be interpreted together.In the Section Builder, profile sets act as folders grouping collectively the advertising and marketing objects profile, goal staff, and profile set (subset).The place a profile set is to be interpreted as a subset, it is used to create the logical OR dating for growing target groups.Profiles are created utilizing selection standards associated along with a logical AND. The logical OR which will be needed is created via combining a quantity of profiles (or goal groups) to type a subset.This subset could be interpreted as a union of the profiles (or target teams) it contains. If, to enable additional processing of the subset, a corresponding target group is created (referencing the subset and not a profile), this goal team accommodates the union of the enterprise partners contained in this subset (that's, duplicates are removed).By method of profiles, the subset subsequently represents the logical OR; by means of target groups, it represents the duplicate-free union of the enterprise partners.You can create a subset for a profile set, but you can not create one other subset for this subset. In this feel, not more than two levels could be created.

Target Groups

Having created a target team, chances are you'll determine that it incorporates too many enterprise companions and that you simply need to scale back its size. For instance, budgetary constraints might imply that you cannot have the funds for to touch every enterprise partner within the target group. To avoid having to rework the relevant profile(s), you'll be able to use the scale back operate to lower the variety of business partners via a simple algorithm. The guidelines in which goal teams may be reduced or cut up are laid out in Customizing.You may also decide to split a target crew into a number of other target teams, for example, for the introduction of test groups and control groups for certain campaigns.In addition, merge, intersect, and take away functions are additionally available to enable you to:
  1. Upload the business partners in a given target group to those in another (utilizing the merge perform). Right here, a brand new goal crew is created containing the business partners in both target groups.
  2. Two goal groups might be mixed into one (using the intersect perform). On this case, a new goal staff is created containing only these business partners that belong to both target groups.
  3. Business partners may be faraway from one target team and put into another. To do so, drag one goal group to another and choose Remove from the context menu.
Master Groups

Grasp groups delimit the selection base throughout enterprise associate segmentation to a specific group of business companions in order that non-relevant enterprise companions are excluded from the selection. The extent to which the selection is particular depends on the aim of the master group. For a general limit, for example, you could first exclude all business companions that are not B2B customers or which are flagged for deletion. A master group like this might then be used as a base master group. You would then construct on this base grasp workforce to create more complicated grasp groups.To supply a greater evaluate of modeling for particular person workers to understand, additional regulations could probably be added. For instance, the device display of obtainable business companions might be reduced to exactly those enterprise partners related to a selected employee. This method that whilst the Segment Builder is began, the device will automatically present only the relevant accessible business partners and
the person will no longer must input choice criteria.If samples are used in the course of the modeling of target groups primarily based on master groups, then these samples also needs to be primarily based on master groups. In some other case, the outcomes of the estimate could be very totally different from the precise result. The sample is created robotically while the master staff is created.Grasp groups also provide better performance within the Section Builder.Below Settings within the Segment Builder, you presumably can preserve a typical master workforce that you're running with.

Growing master teams by manner of a variety application.The SAP CRM menu accommodates a separate transaction for growing grasp groups. This is where you define the section sort for the master groups (for authorization functions). You have two choices for developing the master crew: immediately in on-line mode, or at a later time limit (for instance, overnight) in batch mode.

Developing master teams in Segment Builder

Within the Phase Builder, you'll give you the chance to create a grasp staff from a goal group. To do this, proper-click on within the SAP GUI on the required target staff and select Create Grasp Crew from TG. Within the Individuals -Centric UI, select Create MG from TG.Updating grasp groups.For master teams that were created in the grasp group transaction, the update is already scheduled. For master groups which may be created in the Section Builder, an everyday replace have to be scheduled. This is done utilizing the Process Wizard.

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