Increase Campaign Efficiency by Integration into Real-Time Customer Segmentation

December 9, 2013 Bettina Giese

After reading the Real-Time Customer Segmentation in SAP HANA Customer Engagement Intelligence Rapid-Deployment Solution blog, you might have wondered how the identified customer target groups can be used in your SAP CRM sales and marketing processes. Imagine, for example, that you are a marketing professional who wants to create a campaign addressing a customer segment that has been identified during the audience targeting process. Of course you would expect the customer segment information to be available in your campaign management system so that you can assign the customer target group to your campaign. And you probably would like to have an automated option to inform your sales colleagues about upcoming activities.

 

This integration between SAP Audience Discovery and Targeting and your campaign management system is available out-of-the-box if you use SAP CRM for sales or marketing. The SAP HANA Customer Engagement Intelligence rapid-deployment solution covers this process flow:

 

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In the System

For this process, you start with SAP Audience Discovery and Targeting and create a segment for the CRM customers that you want to address. For the segment you create a target group with a one-click action. This target group is automatically replicated to SAP CRM and can be displayed as “embedded object” within SAP CRM:

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In your SAP CRM campaign, you assign the target group in the Segments assignment block. Once you start the campaign execution, all customers assigned to the target group will be contacted.

 

If your campaign is not executed right away but planned for the future, an additional feature allows you to ensure that the customers included in the target group are kept up-to-date automatically. For example, if new customers are entered in SAP CRM and their attributes comply with the attribute definition you used in the segmentation, they can automatically be added to your target group that is assigned to your campaign. Or if you delete or update existing SAP CRM customer data, this can be reflected in the target group as well. In that way you can be sure that when the campaign execution starts, only the relevant customers will be contacted.

 

In addition to the integration into campaign management, the process allows you to automatically create SAP CRM activities from SAP Audience Discovery and Targeting initiatives. An initiative is a container that you use for various activities focused on customers, prospects, or contact persons that have been categorized into a target group. In this process flow example, the CRM activities you create based on the initiative help the sales representatives to always have a complete picture of marketing activities planned for their customers.

 

 

Prerequisites

The following software components are required for this process:

  • SAP NetWeaver 7.40 SP03 with SAP HANA DB 1.0 SPS6 Revision 61 (or higher)
  • SAP Customer Engagement Intelligence 1.1 SP00 (or higher)
  • SAP Enhancement Package 1 for SAP CRM 7.0 (or higher)

          In SAP CRM you should at least use account management, campaign management and activities.

 

 

Rapid-Deployment Solution

The SAP HANA Customer Engagement Intelligence rapid-deployment solution deploys in 8-12 weeks and includes detailed end-user documentation of the “Integration into Sales and Marketing” business process and how to execute it in your system. It also provides you all the configuration information to set up SAP Audience Discovery and Targeting as well as the integration into SAP CRM.

Customers and partners can find the configuration and process documentation in the "Standard Step-by-Step Guide". This is available on the SAP Service Marketplace which requires access rights. Use this navigation: https://service.sap.com/rds-cei -> Solution Deployment -> Service – Step-by-Step Guide -> SAP HANA Customer Eng. Int. RDS Standard SBS Guide (downl.).

 

 

Related Blogs

Understand your customers well and drive your sales strategically – in 12 weeks!

Real-Time Customer Segmentation in SAP HANA Customer Engagement Intelligence Rapid-Deployment Solution

Introduction to SAP HANA Customer Engagement Intelligence rapid-deployment solution: Technical Background

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