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

December 4, 2013 Bettina Giese

With this blog I would like to introduce you to one of the processes covered in the SAP HANA Customer Engagement Intelligence rapid-deployment solution: Audience Discovery and Targeting. This process is based on the new real-time segmentation solution SAP Audience Discovery and Targeting that is powered by SAP HANA.

 

This process is of interest to you if you want to

  • Identify the right target audience for your marketing and sales activities
  • Run real-time segmentations for large customer populations
  • Optimize target groups leveraging a variety of segmentation attributes and analytics
  • Execute and manage initiatives

 

 

SAP Audience Discovery and Targeting Overview

 

A sample use case of SAP Audience Discovery and Targeting is a company that intents to launch a campaign for a new product. A sales or marketing analyst is responsible to identify the right target audience for the campaign. The analyst uses SAP Audience Discovery and Targeting to segment the customer base according to the relevant criteria such as location, age, gender, and diverse sales and financial information. After identifying the most promising segments, the
analyst creates a target group that can be used in the campaign. In addition, to track the progress of the target group, the analyst can easily create an initiative.

Here is a screenshot of SAP Audience Discovery and Targeting:

 

ADT.jpg

 

As you can see in the screenshot, on the left side all attributes belonging to the chosen segmentation profile are available. You are able to drag and drop them into the segmentation area on the right. By dragging and dropping attributes (such as country, city, diverse key figures, etc.) onto a segment in the area on the right, the solution displays the number of customers per attribute value in the lower part of the screen. With that information, you can easily decide which customers you want to address, for example, with a campaign. With one-click actions, you can create one or more segments for these customers. The segments are displayed in a tree-like structure, and each segment can represent a target group of your customers that you can directly address. And all of this works in real-time with the speed of SAP HANA.

 

For more information on SAP Audience Discovery and Targeting, as well as the suite of applications it belongs to (SAP Customer Engagement Intelligence powered by SAP HANA), refer to this webpage: http://www.sap.com/pc/tech/in-memory-computing-hana/software/customer-engagement-analytics/index.html

 

For more background information on segmentation use cases and challenges, refer to these blogs:

Segment Like Never Before: The Data Is All Over the Place

Segment Like Never Before: Marketing Gets A Handle On Big Data

Segment Like Never Before: Harmonizing Marketing and IT

 

 

Segmentation Process Flow in the Rapid-Deployment Solution

 

The SAP HANA Customer Engagement Intelligence rapid-deployment solution offers you the implementation of the following best practices process flow at a predictable price within 8 to 12 weeks:

 

CE2.jpg

 

The best practices content of the SAP HANA Customer Engagement Intelligence rapid-deployment solution includes detailed end-user documentation of the 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. The best practices documentation describes how to segment customer data coming from SAP ERP or SAP CRM. If you want to use SAP Audience Discovery and Targeting to segment data coming from non-SAP systems, this option is supported as well. In this case you would use the best practices content to set up the basis configuration, and then define the data upload in a customer project.

 

Customers and partners can find the configuration and process documentation in the so called Standard Step-by-Step Guide on the SAP Service Marketplace. This is how you navigate to it: https://service.sap.com/rds-cei -> Solution Deployment -> Service – Step-by-Step Guide -> SAP HANA Customer
Eng. Int. RDS Standard SBS Guide (downl.). All the content of the standard step-by-step guide is for free!

 

 

Further References

 

For more information on the rapid-deployment solution as well as its technical requirements, refer to these two blogs:

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

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

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