Database Reference
In-Depth Information
duplication, target group optimization, clustering, data mining, decision trees, and ABC analysis
based on profitability and retention scores.
While creating the marketing segments, SAP CRM provides support for
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Embedded functions for optimizing response rates
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Random selection of smaller customer groups that are representative of the entire customer
base but can be analyzed faster for sampling
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Control group functions
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Simplified operation through personalized attribute lists for each user and access to partial
quantities of customer and consumer data to enable a personalized view on the data
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Analytical segmentation functions, including clustering, decision trees, and other data min-
ing technologies
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Real-time determination of the number of business partners that correspond to the selection
criteria for the purpose of more precise planning and segmentation
8.1.2.4 List Management
List management enables generation, operation, and maintenance of both internally and externally
purchased customer and prospect list as also effective tracking of their responses and follow-up.
8.1.2.5 Campaign Management
SAP CRM provides companies with complete control over the campaign process, from conception
to execution, coordination, optimization, and monitoring. Companies can create goal-oriented,
personalized campaigns via all communication channels, including the field, call center, e-mail,
fax, the Internet, and mobile devices.
SAP CRM campaign management provides tools for setting up and tuning a campaign from
start to finish, beginning with market analysis, continuing with the execution of the campaign,
and ending with analytics. The results of the campaign can then be used for planning future
campaigns to enable closed-loop SAP CRM (see Chapter 2, Section 2.3.1 “Closed-Loop CRM”).
Using SAP CRM campaign automation tools, you can graphically model a campaign and conduct
campaign simulation. An easy-to-use graphical interface provides a clear overview of the cam-
paign process flow, including support for multichannel and multiwave campaigns.
Integrated campaign management that is linked with the financial and supply chain systems
helps marketing organizations to optimize resources and coordinate activities across the organiza-
tion. It is also possible to monitor the company-wide profitability at program, product, customer,
and partner levels. In addition, the company can plan, execute, and assess the success of direct and
indirect communication (through print media and television) with the consumers.
The marketing calendar functionality offers a comprehensive overview of all market-
ing activities. Companies can view their plans, trade promotions, and campaigns
from several perspectives (like by brand, customer, or product groups) and can use
aggregation, drill-up or drill-down methods, and print functions. Marketing plans
can be visualized on daily, weekly, or monthly basis and can be color coded to make them
easily recognizable.
