SAP CRM 7.0 Detailed View

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SAP CRM 7.0

Detailed View

SAP CRM 7.0 – Marketing

Campaign Management

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2 1. Overview

2. Campaign Planning

3. Campaign Development

4. Campaign Optimization

5. Campaign Execution

6. Campaign Analysis

Content

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3 Marketing analytics

Marketing capabilities in SAP CRM

Web and

e-mail

Partners

Direct

mail

Call

center

Field

sales

Customer

Predictive

analytics

Lead

management

Lead generation

Lead

qualification

Lead distribution

Segment and list

management

External list

import

Segments and

list mgmt.

Marketing

attributes

Mkt. resource

management

Strategy and

planning

Budget and costs

Couponing

Measurement

and reporting

Customer

analytics

Forecasting

and planning

Branches

or stores

Wireless

POS and

ATMs

Optimization

and refinement

Product

analytics

Loyalty

management

Program

management

Reward rule

management

Membership

handling

Marketing Capability in SAP CRM – Building

Blocks

These are “building blocks” that provide an overview of our Marketing capabilities.

The customer is the focus at the top, and all the customer interaction channels are

integrated with the marketing capabilities. The are both inbound and outbound

channels, for example, direct mail, call/service center, email/Web, field sales, partner

organization, branch stores, POS/ATMs, wireless, fax, sms, and so on.

First, we have Marketing Resource Management (MRM) capabilities which include

Strategy & Planning at a higher level, budget and cost management, brand

management capabilities which include Product Development Management, and other

collaborative marketing capabilities.

Segment and List Management provides capabilities to import external data like rented

or purchased lists, create new customer attributes, and an easy to use graphical,

interactive segmentation and list management tool.

With Campaign Management SAP provides marketers the ability to execute marketing

campaigns through multiple channels, both inbound and outbound channels; phone,

mail, email, web, fax, SMS, and so on. We also have the ability to plan and execute

dialog marketing campaigns. Dialog campaigns are pre-planned two way customer

interactions that unfold over time, every interaction is personalized with relevant

information because it leverages information from previous interactions.

SAP provides a complete lead management solution that allow users to manage a lead

through its full lifecycle process. Users can generate leads, qualify them, and

automatically distribute them, allowing sales agents to effectively follow up on all leads.

SAP also provides Loyalty management with Program management, Reward rule

management and membership handling.

And finally, SAP provides a robust set of analytics from basic reporting to advanced

analytics around customer and products as well as predictive models/scores and

optimization capabilities.

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A Typical Campaign Case Study

Our company wants to accelerate demand for a new

product offering

To do this, we want to plan, budget and execute a

demand generation campaign as part of our integrated

360° marketing plan

We want to target the most promising customer

segment for the campaign

To optimize the result while minimizing cost, for each

target customer the contact channel should be

determined based on customer profitability

For customers responding to the campaign we want to

drive an automated dialog

We want to constantly track and measure performance

against goals and budgets

We want to leverage lessons learnt to improve

campaign best practices in the future

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Campaign Management – Process View

Campaign as

part of the

integrated

Marketing

Plan

Products

Responses

Costs

Plan

Campaign

Tactics

Target

Segments

Channel

Strategy

Develop

Optimize

Contact

Channel for

each

Customer

based on

Profitability

Optimize

Automated

Dialog

Marketing

across

multiple

channels

Execute

Campaign

Performance

Lessons

Learnt –

Campaign

Best

Practice

Measure

Make real-time, midcourse adjustments

Update all enterprise customer information

Here’s the marketing process that are applications are design after:

Analyze: before a marketer to take any action, typically they need take a deep look the

business. To understand and gain insights on customers, products, campaigns, offers

to see what’s worked and what didn’t. And to identify opportunities and challenges.

Sophisticated marketers may leverage advanced analytics to predict and anticipate

customer behaviors.

Plan: Once the marketer understands what they need to do, they can start to establish

a marketing plan and to develop a strategy to address the opportunity. They can

collaboratively put together a plan, budget and needed resources to accomplish the

plan. Then they can start planning the tactical activities, such as running simulations

and forecasting and then scheduling campaigns, securing channels, and assigning

campaign managers to tasks and activities.

Develop: Next step is to develop the campaigns, offers, collaterals, and target

audiences and to optimize the marketing mix.

Execute: Next step is to execute the campaigns through both inbound and outbound

channels. Including leveraging of the dialog marketing concept, which is a pre-planned

two way customer interaction that unfolds over time. Each interaction is personalized

and relevant, because it leverages information from previous interactions. Dialog

marketing is cross channel, so there is a sense of continuous and consistent

conversation with the customer, irregardless of the interaction channel.

Measure: the last step is to measure the performance of the marketing activities and its

important to be able to measure effectiveness during the execution phase, in order to

make mid-course adjustments.

Lastly, its always important to try to capture additional information about the customer

whether explicit or implicit, so that the information can be used to better personalize and

target the customer with most relevant marketing messages.

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6 1. Overview

2. Campaign Planning

3. Campaign Development

4. Campaign Optimization

5. Campaign Execution

6. Campaign Analysis

Content

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Step 1 – Campaign Planning

Plan

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Step 1 – Campaign Planning

Plan

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Step 1 – Campaign Planning

Plan

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Step 1 – Campaign Planning

Plan

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Campaign Planning – Highlights

Integrated Budgeting

Planning across multiple planning

dimensions e.g.

product planning

cost planning and distribution

coupon planning with redemption rate simulation

campaign response planning

Integration with back office (finance and accounting)

Status dependent plan “snap shots” to track plan changes over time

Execute

Develop

Optimize

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12 1. Overview

2. Campaign Planning

3. Campaign Development

4. Campaign Optimization

5. Campaign Execution

6. Campaign Analysis

Content

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Step 2 – Campaign Development

Develop

Define Campaign details, communication strategy, product to be promoted,

and further details

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Step 2 – Campaign Development

Develop

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Step 2 – Campaign Development

Develop

Define Channel Strategy

Support of outbound and inbound channel strategies

Outbound marketing

e-mail, SMS, Fax,…

File export / Letter shops

Interaction Center

Web Shop

Sales Force

Channel Partners

Inbound

Campaign related pricing, cross- and up-selling proposals in Web

Shop and Call Center

In 2007 enhancements for real-time offer management are

planned to be delivered

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Step 2 – Campaign Development

Develop

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Step 2 – Campaign Development

Develop

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Step 2 – Campaign Development

Develop

From „One-Shot“ Campaigns to Multiwave Campaigs

Support of different Campaign setups

Single Campaigns

Automated Multiwave Campaigns (Campaign Automation)

Graphical Process Modeling

Definition of Rules to trigger follow up steps (Taken Customer

Responses into Account)

Recurring Campaigns

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Campaign Development – Highlights

Support of all relevant tactics and channel strategies

Support Multiwave Campaigns/Recurring Campaigns

Graphical Process Modeling

Follow ups based on customer response (rule-based)

Integrated Pricing (Discounts)

Full visibility of internal parties and external vendors /

partners involved

Workflow-based approval processes and flexible

authorization concept

Direct access to powerful, visual Segment Builder

Sampling of customer database to enable fast target group modeling

Control Groups, splitting to support testing and validation

Integrated analytics, quick counts and hit previews

De-duplication and segment prioritization

Execute

Develop

Optimize

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Campaign Development – Highlights

Mail Form Editor

Plain text, HTML, multi-MIME support

Attribute Personalization

Multiple Link Tracking

External List Management to easily integrate data from

other sources

Integrated Action Handling

Overview about the history of changes (Change Documents)

Integrated contact statistics

Execute

Develop

Optimize

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21 1. Overview

2. Campaign Planning

3. Campaign Development

4. Campaign Optimization

5. Campaign Execution

6. Campaign Analysis

Content

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Step 3 – Campaign Optimization

Optimize

(Optional Step) – Maximize Campaign Success by optimizing Contact Strategy based

on Analytical Insight

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Campaign Optimization – Highlights

Integrated simulation and optimization

engine

Apply response rates based on

historical data

Apply constraints

(e.g., budget, channel capacity)

Optimize offer / segment and channel

combinations

Simulate campaigns to ensure better results

Predict relevant success key figures, such as response rates, costs, profits, and marketing

ROI

Execute

Develop

Optimize

Plan

Measure

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24 1. Overview

2. Campaign Planning

3. Campaign Development

4. Campaign Optimization

5. Campaign Execution

6. Campaign Analysis

Content

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Step 4 – Campaign Execution

Execute

Pre-build integration of Campaign Execution into all Execution Channels of

SAP CRM – as well as open interfaces for External Execution Channels

Web and

e-mail

Partners

Direct

mail

Call

center

Field

sales

Customer

Branches or stores

Wireless

POS and

ATMs

Campaign

Execution

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CRM 7.0

What is new With Campaign Execution?

9 Campaign execution has been enhanced to

address high volumes of business partners

and marketing prospects.

9 No changes to previous campaign execution

functionality – new functionality is additive

to existing functionality.

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CRM 7.0

What is new With Campaign Execution?

Mail Forms

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CRM 7.0

What is new With Campaign Execution?

9 Configuration – new communication media for high volume execution

9 Email and file export destinations : campaign execution results written to Web

Application Server file directory for further processing

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Step 4 – Campaign Execution

Execute

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Campaign Execution – Highlights

Multi-channel execution pre-integrated into

SAP CRM interaction channels

e-mail, SMS, Fax, File export / Letter shops,…

Interaction center

Interactive scripting - Integration with surveys – Bounce handling

E-commerce

Link tracking - Bounce handling – E-commerce /

campaign revenue recognition

Mobile

bi-directional integration with SAP Mobile sales - Central or local

planning, execution and

deployment - Support of “face to face”campaigns and promotions

Partner Channel Management

Publishing of campaigns to partners - Structured view for partners

on campaigns

Support of Indirect Channels

media campaigns, coupon campaigns via retail execution / clearing

houses

Execute

Develop

Optimize

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Campaign Execution – Highlights

Automated multi-wave Campaign Dialogs (Campaign

Automation)

Graphical interface tailored to marketing users for designing and

implementing real-time, event-triggered multi-wave campaigns

across all channels

Rule-based decision tree logic based on customer profile, survey

results, customer behavior, results of previous step, participation in

certain campaign

Bounce Management

Define rules for Bounce determination and

assign Actions for automatical follow-up processing

Support of Soft- and Hard-bounces

Easy to enhance

Interaction Object to support high performance

execution of mass campaigns and

Integrated into the complete reporting framework

Allows detailed reporting

Very fast

Execute

Develop

Optimize

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32 1. Overview

2. Campaign Planning

3. Campaign Development

4. Campaign Optimization

5. Campaign Execution

6. Campaign Analysis

Content

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Step 5 – Campaign Analysis

Measure

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Step 5 – Campaign Analysis

Measure

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Campaign Analysis – Highlights

Closed-loop analysis of campaigns measuring

campaign performance based on facts tracked

for the relevant KPI’s

Leveraging the analytical power of SAP BW

Integration with financials, order management,

supply chain allowing for a true 360° picture and

increased accountability of marketers

Out-of-the-box business content to get you up and running fast

Execute

Develop

Optimize

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Service Enabling Marketing:

SOA Services for Campaigns and Target Groups

Business Object

Service Name

Process Component

Campaign

Approve Campaign

Campaign Management

Campaign

Cancel Campaign

Campaign Management

Campaign

Change Campaign

Campaign Management

Campaign

Create Campaign

Campaign Management

Campaign

Execute Campaign

Campaign Management

Campaign

Find Campaign Basic Data by Elements

Campaign Management

Campaign

Read Campaign

Campaign Management

Campaign

Release Campaign

Campaign Management

Target Group

Cancel Target Group

Campaign Management

Target Group

Create Target Group

Campaign Management

Target Group

Find Target Group Basic Data by Elements

Campaign Management

Target Group

Read Target Group

Campaign Management

Target Group

Update Target Group

Campaign Management

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