Campaign Mgmt 70

8/13/2019 Campaign Mgmt 70

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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






Content



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Step 1 – Campaign Planning

Plan

Marketing Calendar for full visibility into 360° Integrated Marketing Plan



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Plan

Integrated Cost Planning



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Plan

Integrated Product Planning



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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






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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Develop

Define Customer Segments to be targeted



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Develop

Personalized Mail Forms for 1:1 marketing communications



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Develop

Develop Surveys to be used in Campaign Automation



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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




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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




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1. Overview






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


Campaign Optimization – Highlights



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1. Overview






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


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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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




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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




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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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Campaign Mgmt 70

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