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SAP CRM 7.0Detailed View
SAP CRM 7.0 – Marketing
Campaign Management
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1. Overview
2. Campaign Planning
3. Campaign Development
4. Campaign Optimization
5. Campaign Execution
6. Campaign Analysis
Content
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Marketing analytics
Marketing capabilities in SAP CRM
Web ande-mail
PartnersDirectmail
Callcenter
Fieldsales
Customer
Predictiveanalytics
Leadmanagement
Lead generation
Leadqualification
Lead distribution
Segment and listmanagement
External listimport
Segments andlist mgmt.
Marketingattributes
Mkt. resourcemanagement
Strategy andplanning
Budget and costs
Couponing
Measurementand reporting
Customeranalytics
Forecastingand planning
Branchesor stores
WirelessPOS and
ATMs
Optimizationand refinement
Productanalytics
Loyaltymanagement
Programmanagement
Reward rulemanagement
Membershiphandling
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 areintegrated with the marketing capabilities. The are both inbound and outboundchannels, for example, direct mail, call/service center, email/Web, field sales, partnerorganization, branch stores, POS/ATMs, wireless, fax, sms, and so on.First, we have Marketing Resource Management (MRM) capabilities which includeStrategy & Planning at a higher level, budget and cost management, brandmanagement capabilities which include Product Development Management, and othercollaborative 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 marketingcampaigns 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 executedialog marketing campaigns. Dialog campaigns are pre-planned two way customerinteractions that unfold over time, every interaction is personalized with relevantinformation because it leverages information from previous interactions.SAP provides a complete lead management solution that allow users to manage a leadthrough its full lifecycle process. Users can generate leads, qualify them, andautomatically distribute them, allowing sales agents to effectively follow up on all leads.SAP also provides Loyalty management with Program management, Reward rulemanagement and membership handling. And finally, SAP provides a robust set of analytics from basic reporting to advancedanalytics around customer and products as well as predictive models/scores andoptimization 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 ademand 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 performanceagainst 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 aspart of theintegratedMarketingPlan
Products
Responses
Costs
Plan
CampaignTactics
TargetSegments
ChannelStrategy
Develop
OptimizeContactChannel foreachCustomerbased onProfitability
Optimize
AutomatedDialogMarketingacrossmultiplechannels
Execute
CampaignPerformance
LessonsLearnt –CampaignBestPractice
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 thebusiness. To understand and gain insights on customers, products, campaigns, offersto see what’s worked and what didn’t. And to identify opportunities and challenges.Sophisticated marketers may leverage advanced analytics to predict and anticipatecustomer behaviors.Plan: Once the marketer understands what they need to do, they can start to establisha marketing plan and to develop a strategy to address the opportunity. They cancollaboratively put together a plan, budget and needed resources to accomplish theplan. Then they can start planning the tactical activities, such as running simulations
and forecasting and then scheduling campaigns, securing channels, and assigningcampaign managers to tasks and activities.Develop: Next step is to develop the campaigns, offers, collaterals, and targetaudiences and to optimize the marketing mix.Execute: Next step is to execute the campaigns through both inbound and outboundchannels. Including leveraging of the dialog marketing concept, which is a pre-plannedtwo way customer interaction that unfolds over time. Each interaction is personalizedand relevant, because it leverages information from previous interactions. Dialogmarketing is cross channel, so there is a sense of continuous and consistentconversation with the customer, irregardless of the interaction channel.Measure: the last step is to measure the performance of the marketing activities and itsimportant to be able to measure effectiveness during the execution phase, in order tomake mid-course adjustments.Lastly, its always important to try to capture additional information about the customerwhether explicit or implicit, so that the information can be used to better personalize andtarget the customer with most relevant marketing messages.
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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
Marketing Calendar for full visibility into 360° Integrated Marketing Plan
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Step 1 – Campaign Planning
Plan
Integrated Cost Planning
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Step 1 – Campaign Planning
Plan
Integrated Product Planning
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Step 1 – Campaign Planning
Plan
Integrated Response Planning
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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
ExecuteDevelop OptimizePlan Measure
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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
Define Customer Segments to be targeted
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Step 2 – Campaign Development
Develop
Personalized Mail Forms for 1:1 marketing communications
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Step 2 – Campaign Development
Develop
Develop Surveys to be used in Campaign Automation
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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
Periodically reoccurring marketing activities
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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
ExecuteDevelop OptimizePlan Measure
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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
ExecuteDevelop OptimizePlan Measure
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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 marketingROI
ExecuteDevelop OptimizePlan Measure
Campaign Optimization – Highlights
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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 ande-mail
PartnersDirectmail
Callcenter
Fieldsales
Customer
Branchesor stores
WirelessPOS and
ATMs
CampaignExecution
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CRM 7.0
What is new With Campaign Execution?
Campaign execution has been enhanced to
address high volumes of business partners
and marketing prospects. No changes to previous campaign execution
functionality – new functionality is additive
to existing functionality.
variables in mail forms streamlined for execution
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CRM 7.0
What is new With Campaign Execution?
Mail Forms
Streamlined number of variables for personalization
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CRM 7.0
What is new With Campaign Execution?
Configuration – new communication media for high volume execution
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
Automated multi-wave Dialogs based on Events and Responses
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Campaign Execution – Highlights
Multi-channel execution pre-integrated intoSAP 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 localplanning, execution and
deployment - Support of “face to face”campaigns and promotions
Partner Channel Management
Publishing of campaigns to partners - Structured view for partnerson campaigns
Support of Indirect Channels
media campaigns, coupon campaigns via retail execution / clearinghouses
ExecuteDevelop OptimizePlan Measure
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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
Example of dash board capabilities – e-marketing analysis
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Step 5 – Campaign Analysis
Measure
Example of dash board capabilities – campaign response rates
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Campaign Analysis – Highlights
Closed-loop analysis of campaigns measuringcampaign performance based on facts trackedfor the relevant KPI’s
Leveraging the analytical power of SAP BW
Integration with financials, order management,supply chain allowing for a true 360° picture andincreased accountability of marketers
Out-of-the-box business content to get you up and running fast
ExecuteDevelop OptimizePlan Measure
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Service Enabling Marketing:SOA Services for Campaigns and Target Groups
Business Object Service Name Process ComponentCampaign 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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