Is-U CRM Integration Marketing

IS-U/CRM Integration Marketing

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IS-U/CRM Integration Marketing CRM Campaign Management Using SAP IS-U

SAP AG

Neurottstr. 16

D-69190 Walldorf


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Contents

1. Objective................................................................................... 5

2. System Prerequisites................................................................ 6

3. Configure the Consumption History in IS-U .............................. 8

3.1. Configuration Process for Existing Print Documents: Upgrade Scenario.....................................................................................8

3.1.1. Consumption Data from the Installation Facts ...........................8 3.1.1.1. SAP IS-U 4.63 und SAP IS-U 4.64 ..........................................8 3.1.1.2. SAP IS-U 4.71 and Higher .......................................................8

3.1.2. Consumption Data from Old Billing Documents (Individual

Document Lines).......................................................................9 3.1.2.1. SAP IS-U 4.63 and SAP IS-U 4.64 ..........................................9 3.1.2.2. SAP IS-U 4.71 and Higher .......................................................9

3.2. Procedure for Migration of Existing Billing Documents ..............9

3.3. Procedure for New Billing Documents .....................................10

3.4. Testing the Consumption History.............................................11

4. Configure BW Contents for Target Group Selection ............... 12

4.1. Configure DataSources in the OLTP........................................12

4.1.1. Configure DataSources in IS-U ...............................................12 4.1.1.1. Transfer DataSources ............................................................12 4.1.1.2. Enhancing DataSources ........................................................12 4.1.1.3. Special Customizing for Consumption Extraction ..................13

4.1.2. Configure DataSources in CRM..............................................14

4.2. Configure Business Contents in BW........................................15

4.3. Transfer Data from OLTP to BW..............................................16

4.3.1. Load Sequence........................................................................17

4.3.2. Loading Historical Consumption from SAP IS-U....................18 4.3.2.1. DataSource 0UC_ISU_CONSUMPTION...............................18 4.3.2.2. DataSource 0UC_ISU_CONSUMPT_02 ...............................18

4.3.3. Notes on Repairing and Avoiding Errors .................................19 4.3.3.1. Special Features of the Extraction of Marketing-Relevant Data20

4.4. Make InfoCube Data Available for CRM Target Group Selection21

4.4.1. SAP CRM 3.1 or SAP CRM 3.0: Define Queries for CRM

Target Group Selection ...........................................................21

4.4.2. CRM 4.0: Retraction of Data to SAP CRM .............................22 4.4.2.1. Marketing Based on Individual Objects..................................22 4.4.2.2. Retraction of SAP BW to SAP CRM, Using the Analysis

Process Designer (ADP) and Analytical Data Storage (ADS).......................23

4.5. Performance and Tuning in BW...............................................24

4.5.1. Load Master Data....................................................................24

4.5.2. Load Transaction Data ............................................................24

4.5.3. Queries ...................................................................................25

5. Working with the CRM Segment Builder................................. 27

5.1. Configure the Segment Builder for Target Group Selection using BW .................................................................................27

5.1.1. Define Selection Attribute Lists ..............................................27


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5.1.1.1. CRM 3.1 or CRM 3.0: Define Selection Attribute Lists for CRM Target Group Selection, Based on BW Queries ...........................................27

5.1.1.2. SAP CRM 4.0: Define Selection Attribute Lists for CRM Target Group Selection, Based on InfoSets for ADS ...............................................28

5.1.2. Sampling.................................................................................29 5.1.2.1. SAP CRM 3.1 or SAP 3.0: Sampling When Using BW Queries

for CRM Target Group Selection...................................................................29 5.1.2.2. SAP CRM 4.0: Sampling When Using InfoSets (ADS) for

CRM Target Group Selection ........................................................................30

5.1.3. Configuring the Graphical Overview of the Segment Builder ..31

5.2. Steps for Creating a Target Group...........................................32

6. Test Target Group Selection................................................... 33

6.1. Preparation ..............................................................................33

6.2. Execution .................................................................................33

6.3. Check.......................................................................................34

7. Marketing Planning and Campaign Management ................... 35

7.1. Customizing .............................................................................35

7.2. Campaign Planning..................................................................35

7.3. Campaign Execution................................................................36

7.4. Test Campaign Execution........................................................36

7.5. Campaign Execution Using IS-U Bill Supplements..................37

7.5.1. SAP CRM 4.0, SAP CRM 3.1, or SAP CRM 3.0: Campaign

Planning in SAP GUI..............................................................37 7.5.1.1. Customizing ...........................................................................37 7.5.1.2. Execution................................................................................37

7.5.2. CRM 2004 Service Industry Extension: Campaign Planning in

the SAP CRM People-Centric (PC) UI....................................38 7.5.2.1. Customizing ...........................................................................38 7.5.2.2. Execution................................................................................39

8. Campaign Analysis ................................................................. 40

8.1. System Requirements..............................................................40

8.2. Allocation of Utility Contracts to a Campaign ...........................40

8.3. Load Data for Campaign Analysis into BW ..............................40

8.4. Campaign Analysis Using InfoCube 0UCMA_C02 (Consumption and Revenue for Campaign Analysis) ..............41

9. CLTV Analysis for Utility Contracts ......................................... 43

9.1. General Overview ....................................................................43

9.2. Procedure for SAP for Utilities .................................................43


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1. Objective This document is primarily intended for the marketing managers and data warehouse administrators of utility companies that use marketing campaigns for customer retention.

The campaign management functions described herein are divided into the sub-areas target group selection, bill supplement, campaign analysis and CLTV analysis. Unlike for the implementation of target group selection, CLTV analysis, and bill supplement, to use campaign analysis you must have implemented the IS-U/CRM sales process.

Note

For more information on the sales process and the technical objects, see the SAP

service market place, under http://service.sap.com/utilities → Product Information →

mySAP CRM for Utilities → Cookbooks & Guidelines → IS-U/CRM Integration of Residential Customers.

In order to understand this document, you must be familiar the SAP Business Information Warehouse (BW) in the following areas: DataStaging (Scheduler, PSA (Persistent Staging Area), Modeling (InfoObjects, InfoCubes, InfoSources) und Analysis (Queries, usiness Explorer Analyzer).

For the preparatory work in the IS-U system you also require detailed knowledge of IS-U Billing.


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2. System Prerequisites Different subfunctions for campaign management have different system prerequisites from the software components. The table below specifies the minimum release level required for each software component. The subfunctions will be explained in greater detail later in this document.

Software Component Functions

IS-U/CCS BW CRM

BW extraction of marketing-relevant data (non-parallel selection in IS-U)

4.63 2.1C 3.0

BW extraction of marketing-relevant data (parallel selection in IS-U)

4.64 3.0B 3.0

CLTV analysis for utility contracts

4.63 3.0B

Structure of consumption history in IS-U, from bill documents or installation facts

4.71

Segmentation and campaign execution by technical objects

4.63 3.1 Content

(BI Content 3.3 Add-On)

4.0

Bill supplement in SAP GUI

4.63 3.0

Bill supplement in People-Centric UI

4.64 2004 Industry Add-On

The current plug-in must also be installed in the IS-U system

Each software component, namely IS-U/CCS, BW, and CRM has a client. These clients are linked via Remote Function Call (RFC) destinations.

The IS-U client and CRM client are created as source systems in BW. In each of these source system, a user with administrator authorizations must be maintained. Changes to the repository and cross-client Customizing must also be permitted.

Note

You must have set up the IS-U/CRM business partner integration. See the notes on business partner replication in the IS-U/CRM Integration of Residential Customers cookbook in the SAP Service Marketplace under http://service.sap.com/utilities -> Product Information -> mySAP CRM for Utilities -> Cookbooks&Guidelines. Here, you can also find the document IS-U specific Set-Up and Load Guide for Business Partner.

Note that a business partner must have the same number in IS-U and CRM. To configure the system to automatically assign an identical number, proceed as follows. For each internal number range in one system (number range object BU_PARTNER), an external number range with the same number area must be created in the other system and allocated to a grouping (TB001 table). During data


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exchange, the system then automatically selects a grouping that is allocated to this number range. Configure the areas so that they provide enough capacity for long-lasting operations.

In the IS-U system, the regional structure must be maintained. You can import the regional structure from an external source using a transfer program (see OSS note 132948). We recommend that you maintain an identical regional structure in the CRM system. To do this, the regional structure must be copied from IS-U to CRM via initial download (see OSS note 366034). Changes to the regional structure can be imported into IS-U via the same process (meaning that you must repeat the initial download to CRM).


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3. Configure the Consumption History in IS-U In order to understand the following unit, you require detailed knowledge of IS-U Billing.

In BW, target groups are selected according to IS-U criteria, based on the 0UCMA_C01 InfoCube (target group selection by turnover and consumption). In addition to master data characteristics, this InfoCube contains key figures for consumption and turnover. Therefore, before the InfoCube can be queried the consumption history must have been configured.

The configuration process differs based on whether your system is an upgrade of a previous IS-U release, or has been migrated from an existing system.

3.1. Configuration Process for Existing Print Documents: Upgrade Scenario If your 4.63 system is an upgrade of a previous IS-U release, IS-U/CRM Marketing requires that the existing consumption data must have been transferred to the Consumption History table (DBERCHV). Either the installation facts in the Installation Facts (Normal) table (ETTIFN) or the bill line items in the Individual Line Items (DBERCHZ) table.

3.1.1. Consumption Data from the Installation Facts

3.1.1.1. SAP IS-U 4.63 und SAP IS-U 4.64

If you used the installation facts to save consumption data before upgrading, you can use the data from the Installation Facts (normal) table in order to configure the Consumption History table. To do this, you require a user-defined report, which uses the ISU_ERCHV_FROM_ETTIFN function module to read the data records (written using certain operands in the Installation Facts (Normal) table), and which uses these data records to generate entries in the Consumption History table.

For each entry in the Consumption History table, you can specify an amount operand and a quantity operand, which determine the selection of installation facts.

For more information on the aforementioned function module, see the function module documentation.

Note Transfer the From and To parameters from the function module. This means that the consumption history is only generated for the period, for which consumption values are also required in BW.

3.1.1.2. SAP IS-U 4.71 and Higher

At this release level, in the IMG for the utilities industry, you can define how installation facts are to be selected. To do this, select the following menu path: SAP Utilities -> Contract Billing -> Billing Execution -> Structure of Consumption History -> Define Determination of Installation Facts. Here, you specify the respective combination of amount operand and quantity operand, which is to result in entries in the Consumption History table.

You can then structure the consumption history automatically by starting a mass activity. You can find this in the IS-U menu, under Utilities Industry -> Billing -> Billing Execution -> Build Consumption History -> Consumption History from Installation Facts. You can parallelize the processing according to installation number.

You can analyze the result of this mass activity, under Accounting -> Financial Accounting -> Contract Accounts Receivable and Payable -> Periodic Processing -> Administration of Mass Processing -> Enhanced Message Management -> Monitoring Mass Runs. Enter EAMACF (consumption history from installation facts) as the transaction code and select Prepared Jobs and Jobs Not Yet Prepared.


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3.1.2. Consumption Data from Old Billing Documents (Individual Document Lines)

3.1.2.1. SAP IS-U 4.63 and SAP IS-U 4.64

To use data from the bill lines of the old bill documents as the basis for the consumption history, use a user-defined report, which calls function module ISU_ERCHV_FROM_ERCHZ:

For more information on the aforementioned function module, see the function module documentation.

Note

Transfer the From and To parameters from the function module. This means that the consumption module is only generated for the period, for which consumption values are also required in the BW system.

3.1.2.2. SAP IS-U 4.71 and Higher

At this release level, in the IMG for the utilities industry, you can define how bill lines are to be selected. To do this, select the following menu path: SAP Utilities -> Contract Billing -> Billing Execution -> Structure of Consumption History -> Define Bill Line Determination. Here, you specify the respective combination of amount operand and quantity operand, which is to result in entries in the Consumption History table.

You can then structure the consumption history automatically by starting a mass activity. You can find this in the IS-U menu, under Utilities Industry -> Billing -> Billing Execution -> Build Consumption History -> Consumption History from Bill Line Items. You can parallelize the processing according to document number.

You can analyze the result of this mass activity, under Accounting -> Financial Accounting -> Contract Accounts Receivable and Payable -> Periodic Processing -> Administration of Mass Processing -> Enhanced Message Management -> Monitoring Mass Runs. Enter EAMACB (consumption history from bill line items) as the transaction code and select Prepared Jobs and Jobs Not Yet Prepared.

3.2. Procedure for Migration of Existing Billing Documents The evaluation of consumption data is based on the entries in the Consumption History table. If old print documents are to form part of the evaluation, you must generate corresponding DBERCHV records with the CONSHIST migration object for the upgrade to 4.63 (or higher).

See the documentation for the CONSHIST migration object.

No bill lines are structured when migrating this object. A “core document”, consisting of a document header (ERCH table) and consumption history (DBERCHV) table is created. You must populate the following fields during the migration, so that the BW DataSource can extract consumptions.

ERCH:

• ABRDATS

• ABRVORG

• BEGABRPE

• BELEGDAT

• BUKRS

• ENDABRPE

• GPARTNER

• HVORG

• KOFIZ

• NBILLREL


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• NOCANC

• PORTION

• SPARTE

• VERTRAG

• VKONT

DBERCHV:

• AB

• ARTMENGE

• BIS

• ERCHV_BW_REL

• I_ABRMENGE

• MASSBILL

• NETTOBTR

• OPERAND

• SPARTE

• STTARIF

• TWAERS

• VERTRAG

For migration after SAP IS-U 4.63, you must also populate the PREISTYP field in the DBERCHV table.

3.3. Procedure for New Billing Documents To ensure that new billing documents are generated up to and including the Consumption History table, you must insert a rate step in all the relevant rates for the variants, which update the Consumption History table. If you use dynamic period control, period-end billing or floating backbilling, ensure that you specify the IANCHO document line item type (ERCHZ-ERCHV anchor line) and the Reversable for recalculation control for the variant. You can also exclude certain entries in the Consumption History table from the extraction to the BW system. You do this by setting the Not BW-Relevant indicator in the corresponding schema step.

Depending upon the SAP IS-U release status either all, or some, types of billing quantities (ARTMENGE field) are supported during the BW extraction. Up to SAP IS-U 4.63, the work quantity is extracted. As of SAP IS-U 4.64, the demand quantity is also extracted. As of SAP IS-U 4.71, all billing quantities are extracted to the BW system from the Consumption History table. You must install the following variants in all relevant rates:

• QUANTI23 (write consumption and amount in consumption history)

• DEMAND23 (write demand and amount in consumption history)

• LUMSUM22 (write amount from lump sum in DBERCHV)

• SETTLE22 (write amount from rental price in DBERCHV)

See the documentation for these variants. You can display this by selecting the variant in the variant list (transaction EA99), and then branching to the information.

Once you have changed your rates, unlock the billing schemas in which you want to use these rates.

If you only have a small volume of data in your system, and do not (yet) want to write a program for structuring the Consumption History table, you can restrict yourself to this procedure. If this is the case (and provided the system has been configured accordingly), the extraction program performs a billing simulation for the consumption history. Billing is simulated for all contracts not yet billed using IS-U


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4.63. The consumption history is structured in the main memory but is not written to the database. You must therefore be prepared for long runtimes during data extraction.

3.4. Testing the Consumption History You can test whether the consumption history was correctly transferred. To do this, display the historic values in IS-U Customer Information.


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4. Configure BW Contents for Target Group Selection

4.1. Configure DataSources in the OLTP

4.1.1. Configure DataSources in IS-U

4.1.1.1. Transfer DataSources

You transfer the DataSources from the Business Content contained in the Business Warehouse OLTP Customizing (transaction SBIW) using the Business Content Data Sources nodes:

• → Transfer application components

• → Transfer Business Content DataSources (at least the DataSources of the FI-CA, FI-CA-IO, 0IS_UC, 0IS_UC-IO components, as well as the 0CAM_CITYCODE_TEXT, 0CAM_STREETCODE_TEXT DataSources )

Use transaction RS02 (Maintain Generic DataSource) to display the IS-U DataSources that are imported into BW target group selection. On the second screen, choose the Display Field List pushbutton.

• Master Data DataSources

o 0UCCONTRACT_ATTR (IS-U: contract , time-independent part)

o 0UCCONTRACTH_ATTR (IS-U: contract , time-dependent part)

o 0UCINSTALLA_ATTR (IS-U: installation , time-independent part)

o 0UCINSTALLAH_ATTR (IS-U: installation, time-independent part)

o 0UCPREMISE_ATTR (IS-U: premise )

o 0UC_CONNOBJ_ATTR (IS-U: connection object with service address)

o 0CACONT_ACC_ATTR (FI-CA: contract account, partner-independent part)

o 0FC_ACCNTBP_ATTR (FI-CA: contract account, partner-dependent part)

o 0UC_ACCNTBP_ATTR (IS-U: contract account, partner-dependent)

o 0UCBU_PART_ATTR (IS-U: business partner)

• Transaction Data DataSource

As of SAP IS-U 4.64, you can also use 0UC_ISU_CONSUMPTION (IS-U: historical consumption) or 0UC_ISU_CONSUMPT_02 (IS-U: historical consumption (delta by mass activity)). For SAP IS-U 4.63, you must use 0UC_ISU_CONSUMPTION.

Note

For performance reasons we recommend that you only use the 0UC_ISU_CONSUMPT_02 DataSource as of SAP IS-U 4.64, as the data selection for this DataSource occurs parallel in OLTP.

4.1.1.2. Enhancing DataSources

Use transaction RS02 (Maintain Generic DataSource) to display the above master data DataSources that are imported into BW target group selection. On the second screen, choose the Display Field List pushbutton.

Decide on your target group selection criteria. If a field is hidden, this means one of the following:


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The field is unavailable for data extraction or you can make the field available for data extraction by enhancing the DataSource.

In the second case, you use OLTP Customizing (transaction SBIW) to enhance the DataSource. You do this as follows:

Choose Subsequent Processing of DataSource→ Edit DataSources. Enter the required application component. Select DataSource and choose Change. Select the Selection check box for the required fields and save.

Note Before you enhance the 0UC_ISU_CONSUMPTION DataSource, see the note in unit 4.4 Define Queries for CRM Target Group Selection.

Of the master data characteristics required for target group selection, 0UC_ISU_CONSUMPTION only contains the keys (business partner, contract account, contract, installation). In order to enhance system performance, fields must be hidden.

4.1.1.3. Special Customizing for Consumption Extraction

Caution

You must have made the settings described in this unit before the first productive upload or download.

You can make settings that influence the behavior of data extraction regarding the 0UC_ISU_CONSUMPTION (IS-U: historical consumption) and 0UC_ISU_CONSUMPT_02 (IS-U: historical consumption, delta by mass activity) DataSources. You do this in OLTP Customizing under

Settings for Application-Specific DataSources → Utilities → Marketing → Settings for the Extraction of Marketing-Relevant Data. Here you define whether the consumption history is extracted to BW and, if so, whether only billed or also extrapolated consumption. The default setting is for both billed and extrapolated consumption. Note however that the extractor is only started when a contract has no billing document.

As of SAP IS-U 4.64, you can set three further parameters here.

You can specify a key date for extracting the service history. This enables you to ensure that only one service value for each contract is extracted to the BW system each month. This is the service value, for which the time slice incorporates the key date.

Because not all billing quantity types have a price reference, it makes sense to only select data from a consumption history without a price reference. However, you must activate this specially, because the consumption history was only selected with a price reference in SAP IS-U 4.63. This made it possible to exclude consumption history infolines, which do not normally have a price reference, from the selection. As of SAP IS-U 4.64 there is another way to achieve this. You indicate the schema steps, which simply generate infolines in the consumption history, as Not Relevant for BW.

Finally, you can specify a start date for the BW extraction. This restricts the consumption history selection to the period, for which consumption values are necessary in the BW system. This improves the performance of the BW extraction.

Furthermore, you can restrict the contracts for which consumption is extracted to BW. To do, this use the ISU_BW_CHCONTRACTS Business Add-In (BadI). This is necessary if not all contracts are relevant for campaign management. It improves the runtime of the extractor and keeps the amount of data in BW to a minimum.

The exclusion of unnecessary contracts takes place in two ways within the BAdI method REDUCECONTRACTS: ...

1. The internal table TH_CONTRACTS does not contain any entries when calling the BAdI method. In this case, you populate the table with those contracts, for which you want to extract consumption data. The extraction program then only creates extrapolation indexes for these


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contracts. This logic improves performance if you only want to extract consumption values for a small proportion of all contracts.

2. The internal table TH_CONTRACTS contains entries when calling the BAdI method. In this case, the extraction program has already created extrapolation indexes for all contracts. You remove those contracts, for which you do not want to extract consumption data, from the table. This logic is advantageous if you want to extract consumption data from almost all contracts, and only wish to exclude a small proportion of the contracts from subsequent processing. The extraction program uses various callpoints to decide which of the two logics to use when calling the BAdI method.

Caution

If you extract extrapolated consumption based on billing simulations, all the billable contracts that have consumption over the period of analysis are evaluated in BW. This makes the selection of contracts by current annual consumption much easier. However, in the case of large installations it may impair runtimes.

4.1.2. Configure DataSources in CRM You transfer the DataSources from the Business Content contained in OLTP Customizing (transaction SBIW) using the following Business Content Data Sources nodes:

• → Transfer application components

• → Transfer Business Content DataSources (at least the DataSources of the 0CRM, 0CRM-IO, 0CRM_MKT_IO components and, as of CRM 4.0, 0CAPR-IO and 0CA_BP-IO components)

• Master Data DataSources and Text DataSources

� SAP CRM 3.1 or SAP CRM 3.0, and SAP BW 3.0B or SAP BW 2.1C:

� 0CRM_BPART_ATTR (CRM business partner: central data)

� 0CRM_BPART_TEXT (CRM business partner: texts)

� 0BBP_BPART_ATTR (CRM business partner: central data)

� 0CRM_PROD_ATTR (CRM product)

� 0CRM_PROD_TEXT (CRM product: Texts)

� 0CRM_PROD_TYPE_TEXT (Product category: Texts)

� SAP CRM 4.0 and SAP BI Content 3.3 Add-On or higher

� 0BPARTNER_ATTR (Business partner: Central data)

� 0BPARTNER_TEXT (Business partner: Texts)

� 0COM_PRODUCT_ATTR (Product: General data)

� 0COM_RRODUCT_TEXT (Product: Texts)

� 0CRM_PRODUCT_ATTR (Product: CRM data)

� 0COM_PROD_TYPE_TEXT (Product category: Texts)

� All Releases:

� 0CRM_MKTELM5_ATTR (attribute of marketing element)

� 0CRM_MKTELM_TEXT (marketing element: Text)

� 0CRM_MKGUID_ATTR (marketing element: GUID and external ID)

� 0CRM_OBJECT_FAMILY_TEXT (CRM object family)

� 0CRM_PROD_IDCMP_TEXT (CRM product: Compound product ID)


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If you have maintained marketing characteristics for your business partners, and want to evaluate these characteristics, you can extract these to BW. You generate the corresponding DataSources in

CRM Customizing (transaction SPRO) under Settings for SAP Business Information Warehouse → Generate DataSources for Characteristic Values in Profiles.

4.2. Configure Business Contents in BW

You transfer Business Contents to BW and activate them using transaction RSOR.

Activate the Business Content for the SAP_BW_ISU_MARKETING_ANALYSIS and SAP_BW_CAMPAIGN_MANAGEMENT roles (each with in data flow before for object collection).

Transfer and activate the 0UCMA_C01 and 0UCMA_C02 InfoCubes from the business content (each with in data flow before for object collection).

Transfer and activate the process chain 0UCMA_PC01 from the content (with the necessary objects).

As source systems, specify the IS-U and CRM systems that are connected.

Manually allocate the 0CRM_MKTELM5_ATTR and 0CRM_MKTELM_TEXT DataSources to the 0CRM_MKTEKM InfoSource, and the 0CRM_MKGUID_ATTR DataSource to the 0CRM_MKGUID InfoSource, if the system has not already done this. Activate the transfer rules according to the system proposal.

Due to the long runtimes, you should run the transfer in background. Once this is complete, check the activation log.

Note When collecting the process chain, the system must also collect the standard SAP sample info packages, which are referred to in the chain. You check this after the collection by displaying the objects below the process chain in the hierarchy.

If you use the 0UC_ISU_CONSUMPT_02 DataSource (IS-U historical consumption: delta by mass activity), then you must create your own process chain with the 0UCMA_PC01 process chain as a template. Here, you must exchange the processes referring to the 0UC_ISU_CONSUMPTION DataSource accordingly. It is relatively simple to create a process chain using a sample. Enter the OK code COPY within the processing for the chain to be used as a template.

We recommend you create further process chains for the delta upload of master data and transaction data. For example, after successfully initializing the delta transfer, you can copy the SAP sample info packages and set these for the delta transfer.


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If you have extracted the marketing characteristics to BW, you can generate the meta-objects in BW

Customizing under Business Information Warehouse → BW Enhancement → Generation of Metadata for DataSources.

4.3. Transfer Data from OLTP to BW

Caution Before you transfer master data from OLTP to BW, ensure that the change pointer is activated in both the IS-U and CRM systems. In the IS-U system, you can verify this in

Customizing under Basis Components → Application Link Enabling (ALE) → Modeling

and Implementing Business Processes → Master Data Distribution → Replication of

Modified Data → Activate Change Pointers – Generally. In the CRM system, go to

Customizing under Basis → Distribution (ALE) → Modeling and Implementing Business

Processes → Master Data Distribution → Replication of Modified Data → Activate Change Pointers – Generally. The change pointers must be permanently active. If they are mistakenly deactivated, the next master data delta is lost. In addition, the delta-transfer for all master data DataSource must generally be re-initialized.

Unless otherwise stated, all the notes below equally apply to:

• Full uploads

• Delta transfers

• Delta initialization


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Note In the case of large installations, we recommend you do not perform a full upload. Only use delta initializations and Delta transfers. Always use PSA updates.

4.3.1. Load Sequence In CRM, ensure that the RFC connection and the target system have been defined for the BW marketing projects update. Also ensure that the BW update for marketing projects has been activated

in CRM. You can verify this in CRM Customizing under Customer Relationship Management →

Marketing → Marketing Planning and Campaign Management → System Landscape. This guarantees that when you save data in the Marketing Planner, the system transfers the keys and hierarchies of the marketing projects to BW.

• Upload the DataSources from units 4.1.1 and 4.1.2 in the following order: ...

a. CRM master DataSource with the attributes of the marketing plan (0CRM_MKTELM5_ATTR). This DataSource must be manually allocated to the 0CRM_MKTELM InfoObject.

b. CRM CRM master data DataSource for allocation between the GUID and external ID of the CRM marketing element. During the transfer of the Business Content, this DataSource is allocated to the 0CRM_MKGUID InfoObject.

c. CRM text DataSources as specified in section 4.1.2.

d. Master data DataSources for the CRM product:

• CRM 3.0 and BW 3.0B or BW 2.1C: The 0CRM_PROD_ATTR DataSource, which directly updates the 0CRM_PROD InfoObject

• CRM 3.1 and BW 3.0B: The 0CRM_PROD_ATTR DataSource, which uses the 0CRM_PROD_ATTR InfoSource to update the 0CRM_PROD InfoObject.

• CRM 4.0 and BI Content 3.3 Add-On or higher: The 0COM_PRODUCT_ATTR and 0CRM_PRODUCT_ATTR DataSources, which use the 0PRODUCT_ATTR and 0CRM_PRODUCT_ATTR InfoSources to update the 0CRM_PROD InfoObject.

e. If you are using the 0UC_ISU_CONSUMPT_02 DataSource for historical consumption, you now start the mass activity in SAP IS-U (transaction EBW_DQ_CS), which writes the consumption in the BW delta queue. For more details, see section 4.3.2.

f. Use transaction RSPC to start your process chain (the 0UCMA_PC01 chain from the content or the copy of this chain, see 4.2). This chain loads the master data and transaction data from SAP IS-U into the PSA, as specified in section 4.1.1, and updates this data in the InfoProvider and data lines. Business partner data from SAP CRM is also loaded and updated within the chain.

• The processes for loading and updating business partner from SAP CRM look different depending on the release status:

� SAP CRM 3.0 and SAP BW 3.0B or SAP BW 2.1C: 0CRM_BPART_ATTR and 0BBP_BPART_ATTR DataSources, which directly update the 0BPARTNER InfoObject

� SAP CRM 3.1 and SAP BW 3.0B: 0CRM_BPART_ATTR and 0BBP_BPART_ATTR DataSources, which use the 0BPARTNER_ATTR InfoSource to update the 0BPARTNER InfoObject

� SAP CRM 4.0 and SAP BI Content 3.3 Add-On or higher: 0BPARTNER_ATTR DataSource, which uses the 0BPARTNER_ATTR InfoSource to update the 0BPARTNER InfoObject

• When initializing the delta, you can parallelize within an InfoSource according to number intervals from the corresponding master data key field. You can use the InfoPackages


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necessary for this as parallel branches in a process chain.

4.3.2. Loading Historical Consumption from SAP IS-U

4.3.2.1. DataSource 0UC_ISU_CONSUMPTION

The extraction date acts as the selection criterion for initialization of the delta procedure. Instead of an individual value you can specify an interval. The upper limit of the interval is then interpreted as the extraction date.

The extraction date has two meanings:

• All billing documents created or reversed two days before the extraction date are processed.

• All consumption months, up to and including the day before extraction are updated with consumption.

Each contract is analyzed. If the consumption months are not completely covered by the billing periods of the billing documents, the missing periods are extrapolated (provided you have selected this option in the settings for the extraction of marketing-relevant data). In order to enhance performance, the system only simulates billing for contracts that do not have a billing document containing consumption history. If not, the system uses the pre-consumption as a basis for the simulation. Key figure values extrapolated in this way are recorded in the OLTP and are given a minus sign during the next delta update to BW. This prevents new billed or extrapolated key figure values being determined.

During the delta update, the extraction date remains the initialization selection criterion. However, internally, the system substitutes the extraction date for the system date. The actual extraction date of the delta update is recorded in the OLTP. During each delta update, the system processes all print documents that were created or reversed between either 1) the (recorded) extraction date or 2) the previous delta update, and the day before the actual extraction date of the current delta update. From the key date of the previous extraction run, the time passed is processed and assigned key figure values. All consumption months that either cover or overlap with this interval are updated. Both the delta upload and the initialization of the delta upload generally provide key figure values for each contract.

Note The extraction date for the initialization of the delta update cannot be in the future. With reference to the scope of the selected data, the initialization of the delta update acts in the same way as a full upload. We recommend you perform a delta update once a month. This means you do not have to repeat the update and reversal of extrapolated key figure values for contracts and consumption months.

4.3.2.2. DataSource 0UC_ISU_CONSUMPT_02

In comparison to 0UC_ISU_CONSUMPTION, this DataSource has the advantage that data selection in SAP IS-U can be parallelized using a mass activity.

In this procedure, you build the extrapolation indexes before the data extraction. You do this by

selecting the following menu path from the IS-U menu: Utilities Industry → Information System →

Business Information Warehouse → Mass Processing → Prepare Indicies for Historical Consumption.

No data is transferred when initializing the DataSource. For this reason, the extraction date is not intended for the selection in the scheduler in the BW system. The extraction is automatically set to the system date for each delta upload. (For a definition of an extraction date, see above.)

A delta upload of this type occurs in two steps. First the delta is transferred to the delta queue, using a

mass activity. You can find this in the IS-U menu, under Utiities Industry → Information System →

Business Information Warehouse (BW) → Mass Processing → Update Historical Consumption in Delta Queue. Here, you can parallelize the processing by contract numbers. You can analyze the

result of this mass activity by following the menu path Accounting → Financial Accounting → Contract

Accounts Receivable and Payable → Periodic Processing → Administration of Mass Processing →


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Enhanced Message Management → Monitoring of Mass Runs. Enter EBW_DQ_CS as the transaction code and select Prepared Jobs and Jobs Not Yet Prepared.

In a second step, the delta upload is triggered from the BW system.

For more details on this DataSource, see the documentation from the Business Content in SAP BW.

4.3.3. Notes on Repairing and Avoiding Errors For the extraction of marketing-relevant data, note the following information:

• Transaction data can only be transferred for contracts that are either billable or were billed using the QUANTI23 variant program. If the transaction data for your contracts is partially missing, use a billing simulation to verify that the contracts can be billed. To do this, go to the

SAP Easy Access menu and choose Utilities Industry → Billing → Billing Execution → Individual

Processing → Billing Analysis. Start a simulation that covers the period from the move-in date of the contract to the extraction date minus one day, and display the log.

• If additional master data is created in the OLTP during data extraction, the sequence of the master data upload in step 3 (master data DataSources from IS-U) becomes important for securing the quality of the data. The 0UCMA_PC01 process chain optimizes this sequence. You must also observe this sequence in the process chains that you created yourself. If missing master data causes the update to the Persistent Staging Area (PSA) or the update program for the InfoCube to terminate during the upload to the 0UC_ISU_CONSUMPTION DataSource or the 0UC_ISU_CONSUMPT_02 DataSource, proceed as follows:

a) Perform an additional Delta update, at least for the following master data DataSources: - 0FC_ACCNTBP_ATTR

- 0UC_ACCNTBP_ATTR

- 0UCBU_PART_ATTR

- 0UCPREMISE_ATTR

- 0UC_CONNOBJ_ATTR

b) Restart the extraction for historical consumption or repeat the update to the InfoCube.

• If you want to add an attribute to an existing master data InfoObject, you must initialize the delta for the corresponding InfoPackage.

• When you maintain the transfer rules for the historical consumption InfoSource, we recommend you adopt all the fields available in the transfer structure. This ensures you do not have to subsequently add any fields.

• When master data is updated, the system uses the master data tables to verify the existence of the attribute values that themselves contain master data (for example 0CITY_CODE, 0STREET_COD, 0POSTCD_GIS, 0COMP_CODE, 0DIVISION, 0CRM_MKTELM, 0CRM_PROD). Additional consistency checks are based on the permissibility of plus/minus signs in the key fields (during external number assignment in the OLTP) and on master data with time-dependent attributes (time slices must not overlap). We therefore recommend that you first load the master data to the PSA only, where you can re-process incorrect records, and then start the update to the master data tables manually.

• During the transaction data update for historical consumption (DataSource 0UC_ISU_CONSUMPTION or 0UC_ISU_CONSUMPT_02), we recommend you choose the Do not update data if no master data exists for a characteristic option. Also see the information below on repairing errors.

• Only applicable when using the 0UC_ISU_CONSUMPTION DataSource: If, during the staging process, you cannot avoid parallel online changes in the OLTP then individual master data records may be missing when you load the consumption history. This is because the master data records are created in the OLTP shortly before loading. In this case, we recommend that


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you configure error handling in the scheduler as described below. The missing data records are loaded back to the PSA and can be imported in a new delta upload.

Note the following information on avoiding errors:

• After a delta upload for master data DataSource the master data must be activated. If you are using a process chain based on the sample from 0UCMA_PC01, this takes place automatically within the attribute change runs for the various master data characteristics.

• If a PSA request has been assigned the status Incorrect, the status in the Manage Data Targets must be set to green before the data of subsequent successful requests can be evaluated.

4.3.3.1. Special Features of the Extraction of Marketing-Relevant Data

• The business partner attributes should always be loaded from the CRM system.

• The industry texts must be loaded from the CRM system (with the 0IND_SECTOR_TEXT DataSource).

• City and street codes should be loaded from the IS-U system (with the 0CAM_CITYCODE_TEXT and 0CAM_STREETCODE_TEXT DataSources).


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4.4. Make InfoCube Data Available for CRM Target Group Selection Here, we recommend two different procedures, depending on the SAP CRM release status.

4.4.1. SAP CRM 3.1 or SAP CRM 3.0: Define Queries for CRM Target Group Selection You use the Business Explorer Analyzer (BEx Analyzer) for the InfoCube 0UCMA_C01 (target group selection by revenue and consumption) to define the queries target group selection.

In order to use these queries for target group selection with the Segment Builder in CRM, drag the characteristics that you want to use as selection criteria to the Lines area and the required key figures to the Columns area of the query.

The 0BPARTNER characteristic (business partner) is mandatory, since the segment builder uses it for target group selection. It can be found in the Lines area or as a free characteristic.

To improve system performance, we recommend that you restrict the values of the characteristics used in the query. This is because the segment builder can only filter using one characteristic at any time. In the query, you must also define the conditions you require for the key figures.

To complete the query definition, set the Release for OLE DB for OLAP indicator in the global attributes.

Note If you require criteria from the master data for BW target group selection, check that they are available in BW as navigation attributes of the 0UCMA_C01 InfoCube. This is the case for many attributes of the master data contained in the InfoCube. When you define the query, these attributes can be selected for navigation. In this way, you avoid having to re-read master data via customer enhancements to the extractor and can use the most up-to-date version of the data (from the last master data upload).

Example

As part of a campaign, all the retailers in Boston with a minimum commercial consumption of 100,000 kWh are to be addressed.

In the BEx Analyzer, the query ZUCMA_C01_Q085 (Target group selection,. Regional data, consumption, industry) is defined. The interval of the consumption months, the country and the city code from the city file (UC1T-A-00 in the example) are given as restrictions to the corresponding characteristics. Furthermore, the move-out date of the contract is set to 12/31/9999 (contract does not expire) in order to exclude the master data of expired contracts (generally of no importance to target group selection).

The key figure 0UCMA_C01_CK001 (total consumption from energy) is a standard key figure that displays the total of billed and extrapolated consumption. It uses the rule Total consumption from energy =>100,000 kWh. This rule must be restricted to the 0BPARTNER (business partner) characteristic.

When you define the list of selection attributes for the segment builder in CRM, the Industry characteristic for the installation (contained in the query definition) can be activated. In the selection attributes or in the segment builder, you can set filters, for example by the Retail industry (industry code 001). For details on the segment builder and the selection attributes list see unit 5.


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4.4.2. CRM 4.0: Retraction of Data to SAP CRM

4.4.2.1. Marketing Based on Individual Objects

In Marketing, it is often not sufficient to have just the data for the business partners who are to be addressed within a campaign. It is also important to know which connection objects and points of delivery the advertisements for a product refer to. Connection objects and points of delivery are displayed as individual objects in SAP CRM, which represent the installation components of an IBase. Information on individual objects is particularly necessary for two different purposes and points in time:

Segmentation:

Criteria relating to different attributes of the same, or even different, individual objects must be combined in such a way that a business partner can only be allocated to a target group, if all the criteria are met.

Example

Within a gas supply campaign, all business partners that possess a premise with off-peak storage heating in a certain district of Berlin are to be determined. A target group selection based purely on business partners would not product the desired result here, as it would determine the business partners separately according to the various different selection criteria, and would then provide the intersection. In this way, a business partner with a premise in the district in question, and another premise with off-peak storage heating in another district, which is not supplied with gas, would be included in the target group.

This example shows that you must first be able to select the individual objects that fulfill all the criteria, and then the corresponding business partner.

Campaign Execution:

In the marketing letter to the business partner, connection objects and points of delivery, to which the product advertisement relates, are to be listed (perhaps with additional, dependent information, such as the current rate category). However, all the other connection objects and points of delivery for the business partner are not to be listed. For this to happen, the information on the selected individual objects must be transferred from the segmentation to campaign management.

For SAP CRM 4.0, the campaign management options were enhanced so that the aforementioned segmentation and campaign management functions are possible.


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The information on the business partners and their individual objects must be retracted from the BW system to the CRM system.

4.4.2.2. Retraction of SAP BW to SAP CRM, Using the Analysis Process Designer (ADP) and Analytical Data Storage (ADS)

If you wish to launch a campaign in SAP CRM, for which data from SAP BW is necessary, proceed as follows: ...

1. In the BW system, ensure that the 0BP_GUID characteristic is set as the navigation attribute for the 0BPARTNER master data characteristic. If you make and activate a change here, then this can lead to a conversion of the corresponding attribute SID tables, if this data is contained. If you wish to avoid this conversion, see the note below.

2. In the BW system, ensure that the 0BPARTNER_0BP_GUID characteristic is set as the navigation attribute for the 0UCMA_C01 InfoCube. If you make and activate a change here, then this can lead to a conversion if the InfoCube contains data. If you wish to avoid this conversion, see the note below.

3. Consider which BW characteristics and key figures should be available to the segment builder in CRM for target group selection. The characteristics, key figures, and navigation attributes from the 0UCMA_C01 InfoCube are available.

4. Use the Easy Enhancement Workbench (EEW) in SAP CRM (transaction EEWB) to create an ADS. Create a project and an enhancement from the ADS enhancement category for the INDIVIDUAL_OBJECT object type. Within the wizard, select the connected BW system and add the InfoObjects desired for the target group selection to the list of InfoObjects. The InfoObjects for the business partner GUID (0BP_GUID), the GUID for the individual object (0CRM_PROD), and the link between both (0BUS_FUNC) are obligatory. This is because they determine the ADS key and are always superimposed by the system. Complete the enhancement and, in the Easy Enhancement Workbench, display the transparent tables that the system generated. These are two tables from the same structure, which is predefined by the list of InfoObjects. One of these two tables acts as a shadow table.

5. In SAP BW (transaction RSANWB), use the APD to create an analysis process for maintaining the ADS. As the data source, select “Read Data from InfoProvider”, and specify the InfoCube 0UCMA_C01 as the InfoProvider for the target group selection. Select the fields corresponding to the InfoObjects that you specified when defining the ADS in SAP CRM. You must always select the 0BPARTNER_0BP_GUID and 0UCINSTALLA InfoObjects. As an additional data source from the category “Read Data from InfoProvider”, select the 0UCC_IS04 (Read Point of Delivery (SAP CRM) for Installation (SAP IS-U)), and define a transformation from the category “Join Data from Several Data Sources” between both InfoProviders, using the installation number. Save the analysis process.

6. In order to make the ADS key in SAP CRM unique, with reference to data record selection using the analysis process, you must aggregate the InfoCube data. To do this, define appropriate filter conditions using a transformation from the category “Restrict Data Quantity”:

a. Restrict the “Valid To” date field for the installation to the value 12.31.9999 (most recent time slice).

b. Restrict the “Valid To” date field for the IS-U point of delivery (InfoObject 0UC_POD) to the value 12.31.9999 (most recent time slice).

c. Restrict the selected consumption period by, for example, using the calendar year (0CALYEAR).

d. If there can be more than one contract for a point of delivery, but you want to execute the target group selection according to certain contract or installation attributes, then you must, for example, restrict the company code of a contract to an appropriate value.

e. If necessary, make a transformation from the “Aggregate Data” category, in order to allow a unique mapping between data source and data target, then save the analysis process.

7. Select “Update CRM Attributes” as the data target and, after selecting the CRM system as the logical system, specify the data target “Storage Location for Analytical Data” and, as a subobject, the name of the ADS. For each field, define the mapping between data source and


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data target. The 0BUS_FUNC InfoObject (SAP Business Partner: Business Function) has an equivalent in the InfoCube, but must be maintained. Populate it with a constant.

8. Execute the analysis process in the APD, and display the log. The SAP CRM tables that you defined in step 2 must now be filled with the InfoProvider data.

Note

a. To avoid the conversion mentioned above, you can also define the analysis process as a join between the 0UCMA_C01 InfoCube and the two master data characteristics 0BPARTNER and 0UC_CONNOBJ. You can specify the master data characteristics if you select “Read Characteristics of an Attribute” as the data source. You can then select the obligatory InfoObjects 0BP_GUID and 0CRM_PROD as attributes of the joined master data characteristics.

b. The “Read Data from InfoProvider” data source is optimized for processing mass data. For this reason, you should always choose this rather that “Read Data via Query”, if you need InfoCube data for an analysis process.

c. You can only realize more complex consumption period restrictions, such as “Last 12 Months Without Current Month”, using a transformation from the “Routine” category (ABAP code).

4.5. Performance and Tuning in BW

4.5.1. Load Master Data

• During the initial download, you must activate number range buffering for the master data ID tables of the following InfoObjects (for more information, see the SAP Market Marketplace under http://service.sap.com):

0BPARTNER

0UCBU_PART

0FC_ACCNTBP

0CACONT_ACC

0UCCONTRACT

0UCINSTALLA

0UCPREMISE

0UC_CONNOBJ

• When you activate the master data after the delta upload, the aggregates for the InfoCube must be restructured. You should avoid using aggregates of the target group selection InfoCube. The data model is oriented towards optimal performance without the use of aggregates.

• Always load the master data before the transaction data.

4.5.2. Load Transaction Data The InfoCube can be loaded in parallel by either portioning by calendar year/month (time characteristic 0CALMONTH) or by structuring a MultiCube. Note that each InfoCube of a MultiCube contains the data of one year only.

In BW, you must ensure that the package size in the ROIDOCPRMS table is large enough (between 20,000 and 50,000 kB) to pre-aggregate the data while it is being loaded to the PSA. The value can also be maintained in the scheduler for the 0UC_ISU_CONSUMPTION DataSource. To do this,

choose Scheduler → Data S. Default data transfer from the menu. Billing may result in the occurrence of identical records for the same key; these can be pre-aggregated during PSA loading.


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The following notes apply to both the initial and delta load:

• Delete the secondary indexes for the fact table before the load and then restructure them.

• Activate the number range buffering for the dimension table. For a detailed description see the

SAP service market place, under http://service.sap.com/bw → Performance → ASAP Performance Tuning.

4.5.3. Queries

• In the query monitor (transaction RSRT) check the read mode of the query. It must be so configured to restrict the data of the QueryCube that is read to one navigation step only.

• If required, create secondary indexes for the attribute master data ID tables. The indexes must contain all the attribute master data ID. You can choose the sequence of the index fields. Ideally, the first index field should be a navigation attribute with which you can select data in the query and that can adopt different values.


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Example

The city field contains a variety of different values. Target groups are generally selected by the city. As such, the secondary index for the attribute master data ID table for the

0UC_CONNOBJ InfoCube (IS-U: connection object and service address) can be created as follows:

• We recommend you start frequent compression runs for InfoCube 0UCMA_C01 since different requests can contain data records for the same key.

Example

A consumption month for a given contract is:

o Extrapolated during the initial load

o Billed during the first delta load

o Reversed and re-extrapolated during the second delta load

o Re-billed during the third delta load

Once the compression run has been started, these four entries are compressed into one.


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5. Working with the CRM Segment Builder

5.1. Configure the Segment Builder for Target Group Selection using BW

5.1.1. Define Selection Attribute Lists The creation of selection attribute lists with data sources from BW should be reserved for the Data Warehouse administrator.

Selection attributes are lists of selection criteria that are used to model profiles. The different selection criteria of a selection attribute list are also linked to each other by a logical ‘and’ relationship. You can create target groups for such profiles in the Segment Builder. You can also combine profiles in terms of a logical ‘or’ relationship. A unit of profiles and target groups that are used for modeling in the Segment Builder is known as a profile group.

To create a selection attributes list, you first of all require a data source. In the CRM Easy Access

Menu choose Marketing → Segmentation of Business Partners → Marketing Segments → Maintain Data Sources for Segment Builder.

5.1.1.1. CRM 3.1 or CRM 3.0: Define Selection Attribute Lists for CRM Target Group Selection, Based on BW Queries

Example

The graphic below is an example of a data source with reference to a BW Query.

In this example, the RFC destination relates to the BW System, the name describes Query ZUCMA_C01_Q0011 for InfoCube I_0UCMA_C01, and the characteristic of the Query must be entered (0BPARTNER) in the business partner field. The Segment Builder then uses this to extract the Query result. You can leave the Function module field blank if the business partner is to be extracted to the BW System without conversion.

You can now create a selection list attribute from the Target group category with appropriate segment category, and allocate the previously created data source to it. The characteristics and key figures of the BW Query appear as attributes of the selection attribute list. You can define filters for these attributes, whereby you restrict the value range of the attributes.


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5.1.1.2. SAP CRM 4.0: Define Selection Attribute Lists for CRM Target Group Selection, Based on InfoSets for ADS

You have entered data in the ADS by retracting data from SAP BW to SAP CRM. To be able to segment this data, you must first create an InfoSet for the ADS table. To do this, proceed as follows:

Open a new mode, in order to manually create an InfoSet in your system.

Note We recommend that you use the same order as the container (the ADS table) to transport the InfoSet through the system landscape.

You create an InfoSet in the following way:

• In the SAP Easy Access Menu, select Architecture and Technology → ABAP Workbench →

Utilities → SAP Query → InfoSets (transaction SQ02).

• Enter a name for the InfoSet, and choose Create.

• Enter a description of the InfoSet.

• Select “Direct Read of Table”. Specify the name of the container for storing analytical data. Use the CRM_ADS_TABLES task in the Easy Enhancement Workbench to find out the name, by selecting the object name that does not end in ‘_S’.

• Choose Continue.

• Choose Include All Table Fields.


• Choose Generate.

In order to set the status of the task within the EEW, click on the InfoSet with the right mouse button.

Based on this InfoSet, you can now create a data source for the Segment Builder. Open a new mode. You create the data source as described below:

Note Because marketing data sources are not transported through the system landscape, we recommend that you first create the data sources in the test system, and then only create these data sources separately in the production systems once you have created the InfoSet.

• In the SAP Easy Access Menu, select Marketing → Business Partner Segmentation →

Marketing Segments → Process Data Source for Segment Builder.

• Create the data source manually, based on the InfoSet you created.

o Choose Create Data Source.

o Origin Category Choose InfoSet.

o Name of InfoSet Use the input help (F4) to select the name of the InfoSet you created.

o Business partner Use the input help (F4) to select the GUID.

o Object: Use the input help (F4) to select the GUID of the individual object.

o Partner function: Use the input help (F4) to select the relationship between the business partner GUID and the GUID of the individual object.

o Save the data source.

After you have created the data source, set the status within transaction EEW. You do this by clicking on the corresponding task with the right mouse button.


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You can now create an attribute list from the target group category, with the appropriate segment category, and can allocate the data source you created to this list. The characteristics and key figures from the ADS (InfoSet) appear as attributes in the attribute list. You can define filters for these attributes, which restrict the value range of the attributes.

5.1.2. Sampling

5.1.2.1. SAP CRM 3.1 or SAP 3.0: Sampling When Using BW Queries for CRM Target Group Selection

When you model target groups for large installations in the segment builder, avoid running the BW queries allocated to the data sources of the selection attributes over the entire dataset of the 0UCMA_C01 InfoCube in BW. The principle of sampling is to test various profiles against a business partner sample and then simply structure the target group for the entire InfoCube once modeling is complete. The business partner sample is realized in CRM as a special target group and in BW as a hierarchy for the 0BPARTNER InfoObject (business partner). You obtain the extract of the target group selection belonging to the business partner of this sample by modeling an aggregate for the InfoCube. Model the aggregate using the 0BPARTNER characteristic, with the lowest level of the sample hierarchy as the aggregation level.

To use sampling based on BW data sources in the segment builder, proceed as follows: ...

1. In CRM, create a sample. Choose Marketing → Business Partner Segmentation → Marketing

Segments → Samples for Segment Builder. Choose Create Profile Group, specifying the SAMPLE profile group category. Also create a rule for sample modeling and sample size. Structure the sample either in background or dialog.

2. Adopt the 0CRM_BPART_SAMPLE_HIER and 0CRM_SAMPLE_TEXT DataSources for the sample hierarchies and their names from the content. Replicate them in BW.

3. Extract your sample into BW. Create an InfoPackage for the 0BPARTNER InfoSource and the 0CRM_BPART_SAMPLE_HIER DataSource. On the Select Hierarchy tab title, refresh the sample hierarchy and mark it as relevant for BW. The system proposes a technical hierarchy name that you can either retain or change. Choose Load hierarchy and flag for activation/activate. Start the loading process. Also use an InfoPackage for the 0CRM_SAMPLE InfoSource and 0CRM_SAMPLE_TEXT DataSource to extract the descriptions of the hierarchies from CRM.

4. Go to the administrator workbench for the 0UCMA_C01 InfoCube and choose Maintain Aggregates. Choose Application Help, where you obtain detailed information on aggregates, as well as their definition and structure (roll-up). Have the system propose aggregates from the queries.

5. From the list of proposed aggregates, search for the most suitable aggregate for the query you want to use in the sample builder. Choose Copy with template. Ensure that the aggregate contains the 0BPARTNER characteristics of dimension. Choose the Hierarchy Level aggregation level. From the list, choose the sample hierarchy previously extracted to BW and define it using hierarchy level 2.

6. Activate and populate the aggregate.

7. In the CRM Easy Access menu, select Marketing → Business Partner Segmentation →

Marketing Segments → Segment Builder. In the segment builder choose Extras → Settings. In the Sampling group box, enter the profile group and the sample you created in step 1 as the sample set and sample respectively.

8. You structure an aggregate for a query- in accordance with the BW sampling rules. If you now access a selection attribute filter in the staging area then this query automatically refers to the above aggregate only. The system uses the hits and the sampling rule to calculate the expected size of the target group, which it then displays. Compare this number with the size of the target group that you planned for the campaign. If the two groups differ considerably in size, change the modeling of your profile and restart the query with reference to the sample. Repeat this procedure until the estimated and planned target groups are the same size. You can now

Formatted: Bullets and

Numbering


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choose Create Target Group. The system now ignores the sample and takes into account all the business partners contains in the 0UCMA_C01 InfoCube.

Note You must ensure that the aggregates remain manageable in order to maintain system performance and keep the roll-up run times within reasonable limits. When you activate an aggregate for InfoCube 0UCMA_C01, the line item dimensions are erased independently of one another and the navigation attributes chosen for the aggregate are included in a dimension table for each line item dimension. At this point, include the corresponding navigation attribute in the new dimension. Do not include the characteristic of the line item dimension, since this would cause your aggregate to reach a size similar to the original InfoCube, which is not recommended. For example, your regional criteria for target group selection are the city and country. Delete the connection object number from the aggregate and only include the City and Country in the affected dimension.

To optimize system performance, we recommend you always include the time characteristic 0CALMONTH (calendar month/year) in the sampling aggregate.

If you want to use sampling for several BW queries in target group selection then you must modify all aggregates proposed from these queries for the sampling process. Alternatively, you can use an aggregate that contains the characteristics of all these queries. See also the notes in the online documentation on optimizing aggregates. To do this in the system, go to aggregate maintenance and choose Optimize.

In aggregate maintenance, use sampling in the segment builder to check the use of the aggregates. Choose On/off (F7) for each aggregate, compare the runtimes and check the Usage column.

For more information on working with aggregates, especially on roll-ups, see the document “ASAP Performance Tuning” in SAP Service Marketplace under the internet adress http://service.sap.com → Performance under the document section

General Performance Issues.

Caution

Queries with time-dependent characteristics for target group selection (for example industry) can only be used for sampling in a system running BW 3.0A. BW 2.1C does not support aggregates with time-dependent characteristics.

5.1.2.2. SAP CRM 4.0: Sampling When Using InfoSets (ADS) for CRM Target Group Selection

When using data sources based on InfoSets for CRM target group selection, the segment builder generates InfoSet queries during runtime, in order to execute the segmentation. For performance reasons it is advisable, when modeling the target group, to not select all the available business partner information, which is downloaded in the retraction from SAP BW to SAP CRM.

Create a sample in SAP CRM, as described in the previous section. Define a sampling InfoSet for this sample. To do this, proceed as follows:

• In the SAP Easy Access Menu, choose Architecture and Technology → ABAP Workbench

→ Utilities → SAP Query → InfoSets (transaction SQ02)

• Enter a name for the InfoSet and choose Create.

• Enter a description of the InfoSet.

• Choose Table join using basis table. Specify the name of the container for storing analytical data. Use the CRM_ADS_TABLES task in the Easy Enhancement Workbench to find out the name. You do this by selecting the object name that does not end in _S.

• In the maintenance screen for the join, select Process → Insert Table.


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• Insert the CRMD_MKTTG_TG_I table (position target group).

• Define a join between the CRMD_MKTTG_TG_I-BP_GUID field and the field that represents the business partner GUID in the ADS table.


• Choose Include All Table Fields.


• Choose Generate.

Now enter the sampling InfoSet in your data source for the segment builder. You also enter the field from the InfoSet, which represents the GUID of the sample target group (CRMD_MKTTG_TK_I-TG_GUID), in the Sample field. This means that the system only uses the sampling InfoSet for selections when modeling the target group. The determination of the expected target group in the segment builder then functions as described in the previous section.

Caution

In large installations, an additional performance optimization may be necessary if many campaigns are executed at the same time. In this case you may not always wish to retract the business partner information for the entire dataset from the BW system into the CRM system. This is especially the case if several ADSs are to be filled at the same time. The following, alternative method is available. However, this method requires a considerable administrative effort.

• You extract the sample to be used into the BW system, as a hierarchy for the business partner InfoObject, and create an aggregate for the InfoCube for target group selection, regarding the sample hierarchy level. You then define a query for the InfoCube. For a description of this procedure, see section 5.1.2.

• In the first step of your analysis process in the BW system, select Read Data Via Query, rather than Read Data from InfoProvider, as the data source. Then select the query you defined previously. To improve the performance of selection using this data source, your sample (and, therefore, your aggregate for the InfoCube) should not contain more than 50,000 business partners.

• Once you have finished defining your analysis process, execute the data retraction from the BW system into the CRM system. This way, you receive an ADS, which only contains a sample section of your business partner information. You use this as a basis for defining your sampling InfoSet.

• Once you have finished modeling your target group, and the criteria for the target group have been set, then you define a second analysis process in SAP BW, which is uses the “Read Data from InfoProvider” data source, as described in section 4.4.2.2. In order to further reduce the amount of data to be transferred to the CRM system, you must use transformations from the “Restrict Data Quantity” category to define filter conditions. In doing this, you select filter conditions in accordance with the result of your target group modeling with the segment builder, so that the hit list from the structure of the target group remains unchanged. The data retraction to SAP CRM gives you a second ADS, which only contains the part of the business partner dataset that is relevant to the target group selection. You use this as your basis for defining your InfoSet for the target group structure in the CRM system.

5.1.3. Configuring the Graphical Overview of the Segment Builder To define how a characteristic is displayed in the segment builder, you allocate the characteristic to a characteristic type that is in turn allocated to a display type. You define these settings in Customizing

under Customer Relationship Management → Marketing → Segment Builder in the following activities: Define Attribute Types and Assign Attribute Types to Display Types.

In the segment builder, choose Extras → Settings to select personal user settings that remain in place when you work with the application in future.


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In these settings you define:

• If a profile group is opened when you start the application (and if so which)

• If a characteristic list is opened when you start the application (and if so which)

• If sampling is used in profile modeling (see unit 5.1.2)

• If you want the system to automatically determine the number of business partners that meet the criteria of a profile

• How many business partners are initially displayed when you want to display the business partners belonging to a target group

Note

Since you use these settings to define which objects can be processed in the segment builder, you should verify that these settings are correct before you begin working.

5.2. Steps for Creating a Target Group You use the segment builder to model a profile. To do this, you select a selection attribute from the lower part of the locator areas (see graphic below). The selection criteria to be used for modeling the profile must be available as filters. When you adopt a filter in the staging area, you obtain a profile.

You can combine this profile with additional profiles. To do this, use the actions Split, Retain and Remove.

You can then structure the target group for the profile and save the profile group.

In the detail area, you can display the distribution of the characteristic values over the business partners in graphical form (pie chart, graph, bar chart).

Once you have opened a target group you can also display the individual business partners contained in target group.

The History area contains the criteria you used for the selection.

SAP AG 2001

Segment Builder

create your target group via drag and drop

Customer attributes (e.g. Business partner category)

Staging Area

Co

mp

on

en

ts A

rea

Detail Area

History


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6. Test Target Group Selection

6.1. Preparation Before you load data into BW, you must have created suitable data constructs in IS-U and CRM. You can do this from the IS-U and CRM Customer Interactions Centers (CIC), provided you have configured Customizing accordingly in each system.

For test purposes you have the following alternative: you create a business partner in CRM and verify that they are replicated in IS-U/CCS. In IS-U, you then structure a data construct for this business partner, entering a rate category for which the consumption history is updated in IS-U Billing. This means that the billing schema must contain variant QUANTI23 for updating the DBERCHV table. You can then use transaction EASIBI for order creation, meter reading and billing.

In the BW system you fulfill the prerequisites for initializing the delta transfer. To do this, you go to the existing info-packages and delete the initialization selection of the relevant InfoSources for the source system. You must also delete any existing requests from the InfoCube 0UCMA_C01 (target group selection by revenue and consumption).

6.2. Execution The general procedure for loading marketing-relevant data is described in unit 4.3.

When you load consumption (0UC_ISU_CONSUMPTION), you must set the extraction date several months in the past.

Once delta initialization has been completed in the OLTP, you must create additional constructs in several variations and change existing constructs. Below are several examples:

• Installations with more than one time slice (rate class, industry and billing class must be maintained)

• First billing of a contract

• Reversal of an existing billing

• Several move-outs and move-ins durng the same month

Note Once you have created these constructs, you cannot perform the delta upload using the same selection as the delta initialization for 48 hours. This is because during the delta initialization, the extraction date is automatically reset as the system date. Furthermore, only documents created prior to the day before extraction are selected.

You must create queries for target group selection that contain the following selection criteria:

• Industry of the business partner

• Account class of business partner and contract account

• Bank details ID of the contract account

• Contract account category of the contract account

• Move-in and move-out date of the contract

• Installation type, rate category, industry, and billing class of the installation

• Premise type, number of persons in the premise


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• All characteristics of the connection object

• Billing quantity and revenue (extrapolated/billed total)

• Annual consumption (you must define a suitable variable for this purpose)

For the BEx Analyzer test in BW, we recommend that you restrict the values for several of these criteria. In the CRM segment builder, you must define the data sources so that filter values are created for one of the selection criteria named above. In the staging area, either use the right mouse button to refine the existing target groups, or model the complement in order to combine different selections.

6.3. Check After the delta transfer has been initialized, you must check the load results in the monitor.

After the delta upload and activation of the master data, you must check the time slice in master data maintenance.

Once a contract has been billed, the extrapolation key figure values should decrease over the billed period by the same amount that the billing key figure values increase.

The billing key figure values of a reversed billing documents are transferred to BW with a minus sign.

In the case of several billings for one contract per month, check the Number of Billed Days and the Number of Extrapolated Days are maintained correctly.

After the move-out date and once the contract data has been re-uploaded, the terminated contract in BW cannot have key figure values other than 0 over the following months.

The selection in the segment builder using a BW query must produce the same target group as the alternative selection in BW. Once the target group has been opened, this result can be checked against the result in the detail area of the segment builder by using the BEx Analyzer.


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7. Marketing Planning and Campaign Management The aim of the marketing planning and campaign management process is to transfer the target groups constructed using the segment builder to the appropriate sales channel. The business partners contained in the target group are addressed via this channel.

The information below describes only the most important steps of the process. For more detailed information, see the online documentation for CRM 3.0.

7.1. Customizing In Customizing you maintain campaign types and communication media. You can find these settings

in the IMG under Customer Relationship Management → Marketing → Marketing Planning and Campaign Management.

In the campaign types, you make the allocations required by the campaign (for example whether to allocate products).

The communication media are required in order to conduct the campaign.

If you want to use a communication medium of the Letter communication type, you must also create a print profile for printing the personalized mail. You can find this in Customizing under Customer

Relationship Management → Marketing → Marketing Planning and Campaign Management →

Personalized Mails → Maintain Print Profile.

To create campaigns you must also establish general settings for allocation planning. You do this

under Customer Relationship Management → Marketing → Marketing Planning and Campaign

Management → Allocation Planning.

If you do not want to use allocation planning, you can hide the table control for this function under

Customer Relationship Management → Marketing → Planning and Campaign Management → User

Interface Settings → Field Selection for Campaigns.

7.2. Campaign Planning Before you create a campaign, create a mail form using which can define the structure of the content of the letter or E-mail you want to send. Mail templates, that define the layout of your mail form, can help you do this. To edit mail forms and mail templates, go to the CRM Easy Access menu and

choose Marketing → Personalized Mails. Ensure that you choose a form use that matches the communication medium of the campaign for which you want to use the mail.

Up to and including SAP CRM 3.1, it is not possible to enhance the default field selection for the mail form. As of SAP CRM 4.0 it is possible to also print the additional data, which is saved in the ADS, on the mail form.

To do this, you define a scenario of the ADS type in Customizing for Customer Relationship

Management, under Marketing → Marketing Planning and Campaign Management → Personalized

Mail → Maintain Scenario for Mail Forms. In the Structure view, enter the name of the ADS table, as it is displayed within the Easy Enhancement Workbench, under the CRM_ADS_TABLES task. Here, you select the name that does not end in _S. You can either select all fields from the structure, or can individually list the names of the desired fields in the Fields view.

The system then provides the selected fields as dynamic mail attributes when defining the mail form for selection.

To create the campaigns you use the marketing planner. You can find the marketing planner in the

Easy Access menu under Marketing → Marketing Planning and Campaign Management → Marketing Planner. Here, you must allocate a scheduled start and end data for the execution of the campaign, a campaign type, communication medium and a form for E-mail, letter, fax or SMS (depending on the communication medium you have chosen). These are the minimum data required to create a campaign. In the case of a telephone campaign, you can allocate a script for the CIC.


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To divide the campaign into campaign elements, choose Overview Elements.

In the Marketing Segments tab page, allocate a target group to the campaign. To do this, choose Allocation Overview.

If you have not yet modeled the target group, you can call the segment builder from the marketing planner. To do this, select the campaign from the structure tree, select the right mouse button and choose the Create Segment function.

As of SAP CRM 4.0 the marketing planner is also available in the CRM People-Centric UI. This means that it is available as a BSP for the campaign manager portal role.

7.3. Campaign Execution To execute a campaign, you must first release it.

You then choose Extras → Target Group to Channel. You use the job wizard to schedule the transfer of the target group to the communication medium.

The job determines the type of notification preferred by each business partner and sends it the form stored in the campaign. In the case of a telephone campaign, a call list is generated for the CIC that is distributed to the CIC agents who process the list.

When a target group is sent to the channel, you can also generate activities. This is optional. To do this, go to Customizing and specify a transaction type in the communication medium.

If a customer contacts you as the result of a campaign, the subsequent steps are performed as part of a sales process, for example in the CIC. Provided you have configured Customizing accordingly, both the steps and the status of the activities (provided activities were generated when the target group was sent) are constantly updated.

To view the feedback to a campaign, go to the SAP Easy Access Menu and choose Marketing →

Personalized Mails → Display Mailing List.

Caution

• If you want to use an external system to execute the campaigns (such as a Letter Shop or external call center), you must choose an open channel as the communication medium. Use the BAdI CRM_MKT_EXP_CAMP_DAT BadI, that enables you to transfer the target group to the open channel.

• If you want to notify a business partner by SMS then you must specify the partners mobile phone number in the business partner master record under Pager Services.

• You can also notify the business partners by their preferred method. This communication method in the business partner master data.

7.4. Test Campaign Execution When you allocate a communication medium of the E-mail, Letter, Fax or SMS communication type to the campaign, you can check the results of the campaign. To do this, go to the Easy Access menu and

choose Marketing → Personalized Mails → Mailing List.

If a mailing list was not generated when the target group was sent to the channel, verify that the sending process ran correctly. To do this, go to the processing screen of the mail form and choose

Goto → Communication Channel Test.

If you allocate a communication medium of the Telephone communication type, a mailing list is not generated. Instead, you can display the call lists in the CIC.


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7.5. Campaign Execution Using IS-U Bill Supplements If the business partner receives a bill from the utility company several times each year, then he/she will every so often be addressed in the form of a bill supplement within a marketing campaign, rather than a separate letter. The necessary data must then be forwarded from the CRM marketing planner to the IS-U bill print, because the actual campaign execution takes place there.

Here, the CRM campaign is replicated in the R/3 system (IS-U system), and is stored there as a project. When sending the target group to the open channel in SAP CRM, the keys for the business partners contained in the target group are also replicated in IS-U, and are linked to the project there.

7.5.1. SAP CRM 4.0, SAP CRM 3.1, or SAP CRM 3.0: Campaign Planning in SAP GUI

7.5.1.1. Customizing

You must make Customizing settings in both the CRM system and the IS-U system:

SAP CRM:

• In Customizing for Customer Relationship Management, select Marketing → Marketing Planning

and Campaign Management → System Landscape → Define RFC Connection and Define Target System (R/3, BW). There, you maintain the RFC destination of the connected IS-U system for the identification MKTPLR3 and parameter category MKTPLR3RFC. You must also select Define R/3 Project Profile for RFC Destination, in order to define a project profile that is used when creating the R/3 project master data in SAP IS-U.

• IN Customizing for Customer Relationship Management, select Marketing Planning and

Campaign Management → Campaign Execution → Define Communication Medium. Enter “ISU1” and select “Open Channel” as the communication method.

• Create a copy of the CRM_UTIL_MKT_EXE implementation of the BAdI for transporting campaign data on the open channel, and activate the copy.

• SAP IS-U:

• In Customizing, select Project System → Structures → Operative Structures → Work

Breakdown Structure → Create Project Profile, and check that the R/3 project profile you defined in SAP CRM exists in the R/3 system. You must have stored an object class in the project profile.

• In Customizing, select Financial Accounting → Contract Accounts Receivable and Payable →

Basic Functions → Print Workbench → Print Action Records → Define Flyers / Standard Texts for Print Action Records, to define the flyer IDs and SAP standard texts for the bill supplements. You use transaction SO10 to define the standard texts themselves.

• Use transaction EFRM in the bill form that is valid for the IS-U data construct (defined in the contract account), to activate the form level PRINTACT_H, and then PAR_H_LINES for the print action records. This is done under the root DOC_HEADER (document header).

• Schedule a periodic job for the ECRMMKT_CREATE_PARS report. This job generates print action records from the replication of the target group in IS-U. The system reads these print action records during the bill print, in order to generate the bill supplement.

7.5.1.2. Execution

• The execution is essentially the same for campaigns and marketing plans. We have restricted this description to campaigns.

• Use the marketing planner (transaction CRM_MKTPL) to create a campaign, and enter the communication medium that you defined previously for the open channel (ISU1). You must maintain the scheduled start and end date of the campaign. Allocate a segment (target group), which you mapped with the segment builder previously, to the campaign.

• Release the campaign


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• Transfer the campaign to the R/3 system. If campaign elements exist for the campaign, transfer the hierarchy along with the campaign.

• Maintain the additional data for the campaign on the tab page for the channels. Here, you must allocate a flyer ID or standard text for the print action record to the project in SAP IS-U.

• Send the target group to the channel.

• When sending the target group to the channel, the system starts a background job. You can display the log for this background job from the tab page for segments.

• In SAP IS-U, check the generation of the print action records by the periodic job. You do this by displaying the application log for the IUMABILL application log object (create print action records (IS-U bill supplement)).

• Once you have successfully executed a campaign, you can use transaction EPAR to delete print action records that are no longer necessary. You do this selectively, by campaign.

7.5.2. CRM 2004 Service Industry Extension: Campaign Planning in the SAP CRM People-Centric (PC) UI

• The People-Centric UI does not allow you to jump to screens in the R/3 system. For this reason, the information in the CRM system that is necessary for the bill supplement is maintained and stored as an enhancement to the campaign data.

• It is also not possible to manually transfer the campaign from the PC UI to the R/3 system. The campaign is automatically replicated in SAP IS-U, using the middleware.

7.5.2.1. Customizing

• You must make Customizing settings in both the CRM system and the IS-U system:

• SAP CRM:

• You maintain the RFC destination and target system in exactly the same way as when using

the SAP GUI. In Customizing for Customer Relationship Management, select Marketing →

Marketing Planning and Campaign Management → System Landscape. The middleware allows you to replicate different campaigns in different R/3 systems. However, when using IS-U bill supplements the replication is only allowed in a unique IS-U system. This means that you must enter the RFC destination for the connected IS-U system in the system landscape for marketing planning. It is important that this connection is also defined in the Customizing client.

• Make an entry under Define R/3 Integration Type. Choose Middleware.

• Choose Assign Project Scenarios to Logical System. Allocate a project scenario to the RFC destination for the IS-U system (see below).

• Within the administration console for the middleware (transaction SMOEAC) in the CRM system, you must maintain a site for the R/3 system, with corresponding subscription and publication. You must register the following queues in SAP CRM:

o CSAMKTPL*

o CSA_MSA_MKTPL

o CRM_MKTPL_R3*

o R3AD_CRM_MKTPL_R3INT

o R3INT_INBOUND_MSGS

• You must register the following queues in the R/3 system:

o CRM_MKTPL_R3*


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• Define a communication medium for the open channel, as when using the SAP GUI, and activate a copy of the CRM_UTIL_MKT_EXE implementation of the BAdI for transporting campaign data on the open channel.

• Enter this communication medium in Customizing for Customer Relationship Management,

under Industry-Specific Solutions → Utilities Industry → Campaign Management → Define Settings for Campaign Management Using IS-U Bill Supplement.

• At the same Customizing level, choose Define Flyer Information for IS-U Bill Supplement, in order to define the flyer information to be used when executing the campaign. Alternatively, you can also transfer the information defined in SAP IS-U, by choosing Define Flyer Information from SAP IS-U.

• Now call the Easy Enhancement Workbench (EEW) in Customizing for Customer

Relationship Management, under CRM Cross-Application Components → Easy Enhancement Workbench. You do this to add the necessary, additional data to the campaign data. Create a project. Create an enhancement to business object MARKETING_ELEMENT and enhancement type ISU_CHANNEL for the project. The system asks you whether you want to add the fields that are necessary for the bill supplement to the marketing plan. Choose “Yes”.

SAP IS-U:

• Maintain the project scenario defined in the CRM system. You do this in Customizing, under

Project System → Project Replication → Define Project Scenario. It is sufficient if one value for the project profile is entered in the project scenario. An object class must be defined in the project profile.

• In Customizing, select Financial Accounting → Contract Accounts Receivable and Payable

→ Basic Functions → Print Workbench → Print Action Records → Define Flyers / Standard Texts for Print Action Records, to define the flyer IDs and SAP standard texts for the bill supplements. You use transaction SO10 to define the standard texts themselves.

• Use transaction EFRM in the bill form that is valid for the IS-U data construct (defined in the contract account), to activate the form level PRINTACT_H, and then PAR_H_LINES for the print action records. This is done under the root DOC_HEADER (document header).

• Schedule a periodic job for the ECRMMKT_CREATE_PARS report. This job generates print action records from the replication of the target group in IS-U. The system reads these print action records during the bill print, in order to generate the bill supplement.

7.5.2.2. Execution

• Create a campaign within the portal role of the campaign manager, and enter the previously-defined communication medium for the open channel (ISU1). You must maintain the planned start date and end date for the campaign. Allocate a segment (target group), which you mapped with the segment builder previously, to the campaign.

• Release the campaign. In this status, the campaign is automatically transferred to R/3, using the middleware.

• On the Channels tab page, enter the sequential number for the flyer ID or standard text for the print action records, and a description of the bill supplement.

• Send the target group to the channel.

If you use the SAP GUI in the CRM system, then the additional steps in SAP IS-U are identical.

Note:

You can also use the EEW to enhance the campaign and middleware for transferring the campaign to R/3, if you do not use the People-Centric UI, but continue to use the SAP GUI in CRM.


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8. Campaign Analysis

8.1. System Requirements To implement campaign analysis you must ensure that the data exchange for the campaign is guaranteed from the CRM, BW and IS-U systems. In Customizing for Customer Relationship

Management, select Marketing → Marketing Planning und Campaign Management→ System Landscape and perform the following:

• Define RFC Connection: Here you define the RFC connections for the BW and IS-U systems.

• Define Target Systems (R/3, BW, SEM): Here you make the following two entries. In the RFC Destination column, enter the RFC destination you define in the previous activity (for both BW and IS-U).

Identification ParameterType

RFC Destination

MKTPLBW MKTPLBWRFC

MKTPLR3 MKTPLR3RFC

• Activate BW Update: here you activate the update function for marketing elements to BW.

• You must define a project profile and project scenario, as in section 7.5 (Campaign Management Using IS-U Bill Supplements). You must define whether the campaigns are to be transferred to the R/3 system manually or automatically, using the middleware.

8.2. Allocation of Utility Contracts to a Campaign Utility contracts are allocated to a campaign in the CRM system as part of the sales process.

First the campaign must be released in the marketing planner and transferred to the IS-U system using the Transfer to R/3 function.

As a result, a service contract with a service item is created in the CRM system. The item category relevant for the sales process of IS-U/CRM integration must be used. For more information on the

sales process, see the SAP service market place under http://service.sap.com/utilities → Product

Information → mySAP CRM for Utilities → Cookbooks&Guidelines → Cookbook IS-U/CRM Integration of Residential Customers.

If you use a relevant category, you can enter a campaign or campaign element in the item data when the service contract is created. You do this on the Item Overview tab page that can be found in the Item group box.

When the service contract is replicated in IS-U, the campaign ID is stored in the time-dependent data of the IS-U contract. The time slice is restricted by the contract start and end date of the replicated CRM service item.

8.3. Load Data for Campaign Analysis into BW The campaign analysis in BW is based on the same InfoSource (0UC_ISU_CONSUMPTION) as the target group selection. You must therefore load the same data as described in unit 4.3.1.

In the PSA of the BW system, the allocation of utility contracts to a campaign is reflected in the result of the upload for the 0UCCONTRACTH_ATTR DataSource (time-dependent attributes of the contract). If the IS-U contracts are not allocated to a campaign in the PSA, verify that:


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• The campaign was transferred correctly from CRM to IS-U. To do this, go to the IS-U system

and call the project builder function by choosing Logistics → Project System → Project → Project Builder. Choose the Open Project pushbutton and specify the CRM campaign ID as the project definition.

• The campaign and service item are correctly linked. When you save the service contract, the objects of object type BUS2010020 (marketing project campaign) or BUS2010022 (marketing project campaign element), as well as BUS2000147 (utility contract item for CRM) are linked via a document flow. To check this link is correct, display the service contract, position the cursor on the business transaction number and choose the Document Flow pushbutton.

• The link between campaign and service item was correctly transferred to IS-U. To verify this, display the contract. If the transfer was correct, the time slice overview of the marketing campaign appears.

Also note that after the attributes of the marketing elements have first been loaded from CRM to BW, the master data of the InfoObject must be activated.

Note:

A product change in CRM can result in the creation of more than one time slices for a contract in IS-U. In a specially designed action, a service item for the service contract is terminated on a certain date and a new item is opened on the next day. If- as a result of an up-selling campaign- a different campaign ID is allocated to the new service item, the resulting time slices in the IS-U contract differ with regard to the product ID and campaign ID.

8.4. Campaign Analysis Using InfoCube 0UCMA_C02 (Consumption and Revenue for Campaign Analysis) For the campaign analysis, the data is transferred from the PSA to the 0UCMA_C02 InfoCube using the 0UC_ISU_CONSUMPTION or 0UC_ISU_CONSUMPT_02 InfoSources.

The billing/extrapolation key figures, weighted with the billed/extrapolated time portion of the consumption month, are allocated to the campaign that is valid for this time portion. To determine the valid campaign, the relevant time portion of the time-dependent attribute Marketing element (0CRM_MKTELM) for the Utility contract (0UCCONTRACT) characteristic (from the 0UC_ISU_CONSUMPTION InfoSource) is re-read. This may result in a key figure split if the relevant time portion overlaps with more than one entry of the time-dependent master data table of the utility contract.

Example

Contract 6543 (billed monthly) with product PR1 was closed as a result of campaign CP1. At the start of a new billing period on January 20, 2000, the contract is changed over to the new product PR2 via the up-selling campaign CP2. The upload for the 0UC_ISU_CONSUMPTION DataSource (historical consumption) results in a billed quantity (consumption) of 1000 kWh for contract 6543 for January. When the data is updated to the InfoCube for campaign analyses (0UCMA_C02), this value is split into a billed quantity of 613 kWh for contract 6453, January 2000, product PR1, campaign CP1 and a billed quantity of 387 kWh for contract 6543 January 2000, product PR121, campaign CP2.


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Consumption month January 2000

Contract 6543

Consumption month January 2000

Contract 6543

Periodic document 1234Periodic document 1234

Periodic document 9876Periodic document 9876Print documentPrint document

Historical Historical CoConsumptionnsumption BW BW

(PSA) (PSA)

Master data (time-

dependent)

Monthly billing Monthly billing

documentdocument

JanuaryJanuaryProduct change on Jan 01, 2000Product change on Jan 01, 2000

Monthly billing Monthly billing

document Februarydocument February

December 1999December 1999

Product PR1 / Kampagne CP1Product PR1 / Kampagne CP1

Product PR2 / Kampagne CP2 Product PR2 / Kampagne CP2

January2000January2000

February 2000February 2000

Historical Historical Consumption BW Consumption BW

((InfoCubeInfoCube) )

December 1999December 1999

Jan. 2000/ PR1 / CP1Jan. 2000/ PR1 / CP1

Jan. 2000/ PR2 / CP2 Jan. 2000/ PR2 / CP2

Febr. 2000/ PR2 / CP2 Febr. 2000/ PR2 / CP2

Queries for the campaign analysis InfoCube are defined and executed in BW using the BEx Analyzer.


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9. CLTV Analysis for Utility Contracts

9.1. General Overview The Customer Lifetime Value (CLTV) analysis allows you to analyze how the value and customer retention rate of a customer has developed over a certain period, and how it will develop in the future (CLTV forecast). You can use the CLTV analysis as an instrument for optimizing target groups and campaigns by concentrating on customer segments that appear to be particularly profitable or show an increased probability of customer churns. For general information on the CLTV analysis, see the SAP Help Portal http://help.sap.com:

• As of BI Content 3.52 Add-On, under SAP Net Weaver → Release ’04 → Information

Integration → BI Content → Customer Relationship Management → CRM Analytics →

Customer Analysis → Customer Lifetime Value Analysis.

• Up to and including BI Content 3.3 Add-On, under SAP Net Weaver → Prior to Release ’04:

SAP Business Inform. Warehouse → Business Content → Analytical Applications → Customer

Relationship Management → Customer Lifetime Value Analysis.

9.2. Procedure for SAP for Utilities The CLTV analysis requires you to internally determine the lifetime periods for each business partner. These are determined by a “customer since” date, which must be defined for each business partner, and by the end of the month, in which the business partner last supplied revenues. For business partners with utility contracts it is possible to have the system automatically determine the “customer since” date as the date, on which the business partner first entered a contractual relationship with the utility company. For each business partner, the earliest move-in date for the business partner’s IS-U contracts is formed and is stored as the 0UC_CUSSIN attribute (utilities industry: BP is customer since) in the 0UCBU_PART characteristic (utility company business partner). This function is available as of BW 3.0B.

To be able to reliably assess the development of the CLTV and customer retention rate under these conditions, you must provide revenue figures for a business partner’s consumption months within a lifetime period. You can use the 0UCMA_C01 InfoCube (target group selection by revenues and consumption) for this purpose. This InfoCube, as described in section 4.3.2, provides either billed or extrapolated values for each consumption month within the validity period of a contract.

To perform the CLTV analysis for utility contracts, proceed as follows:

1. Check that the 0CRM_OLVM and 0CRM_OLVF ODS objects have been transferred from the content, and have been activated.

2. Use the 0UCMA_PC01 process chain, as described in section 4.3, to execute an initial load for master data and transaction data.

3. Note that, when uploading master data from the 0UCCONTRCT2 InfoSource (time-independent utility contract), the 0UCBU_PART InfoObject (utility company business partner) is also updated. The “customer since” date is determined and updated in the update rules.

4. Use a segmentation object for creating CLTV segments, which is also the navigation attribute for a master data characteristic of the 0UCMA_C01 InfoCube. The characteristic should have different definitions in SAP IS-U, and historical consumption data should exist for the different definitions.

5. Define a query, which you can use as the data source for the CLTV calculation. The query must be released for OLE DB for OLAP, and should provide revenue in just one currency. It must contain at least the following characteristics:

� The segmentation characteristic

� A time characteristic for calculating the CLTV periods (such as 0CALMONTH)

� The business partner (0UCBU_PART)


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� Customer since (0UC_CUSSIN)

� A revenue key figure (such as a calculated key figure, which shows the sum of 0UCNET_AMT and 0UCE_NETAMT)

6. Use transaction RSAN_CLTV to define a CLTV model. Use 0UCBU_PART as the InfoObject for the customer, and 0UC_CUSSIN as the InfoObject for the Customer since attribute. Enter an appropriate value for the number of inactive months, after which the customer is to be considered as lost (for example, 2). In the settings, define the data retrieval for the CLTV calculation, the query, and the field allocation between the query and your CLTV model.

7. Select the current date as the key date for execution.

8. Choose Read and Parallelize Data.

9. Calculate the CLTV model and display the results.

10. Execute a CLTV forecast and display the results.

11. Use queries for the 0CRM_OLVM and 0CRM_OLVF ODS objects to evaluate the results of the CLTV calculation and forecast.

You can also restrict your CLTV analysis to those new customers that you gained in the first months of the selection period. You enter the number of months when making the calculation settings.

Note You receive a generally valid segmentation characteristic if you use the clustering method to presegement your business partners. For general information on this subject, see the SAP Help Portal http://.sap.com

• As of BI Content 3.53 Add-On, under SAP Net Weaver → Release ’04 →

Information Integration → SAP Business Information Warehouse → BI Platform →

Data Mining → Clustering

• Up to and including BI Content 3.3 Add-On, under SAP Net Weaver → Prior to

Release ’04: SAP Business Information Warehouse → Business Content →

Analytical Applications → Customer Relationship Management → Data Mining → Clustering

The result of the clustering is updated as the attribute of 0BPARTNER (business partner). This is done using the 0DM_CLUSNO (cluster number) characteristic. You can then specify the cluster number as the segmentation characteristic when defining your CLTV model.

Is-U CRM Integration Marketing

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