Business Values of SAP CRM Marketing

SAP CRM Marketing increases the resource efficiencies and empowers organizations to acquire and develop long term profitable customer relationships.

SAP CRM Marketing Capabilities

These are “building blocks” that provide an overview of our Marketing capabilities.

  • The customer is the focus at the top, and all the customer interaction channels are integrated with the marketing capabilities. The are both inbound and outbound channels, for example, direct mail, call/service center, email/Web, field sales, partner organization, branch stores, POS/ATMs, wireless, fax, sms, and so on.
  • First, we have Marketing Resource Management (MRM) capabilities which include Strategy & Planning at a higher level, budget and cost management, brand management capabilities which include Product Development Management, and other collaborative marketing capabilities.
  • Segment and List Management provides capabilities to import external data like rented or purchased lists, create new customer attributes, and an easy to use graphical, interactive segmentation and list management tool.
  • With Campaign Management SAP provides marketers the ability to execute marketing campaigns through multiple channels, both inbound and outbound channels; phone, mail, email, web, fax, SMS, and so on. We also have the ability to plan and execute dialog marketing campaigns. Dialog campaigns are pre-planned two way customer interactions that unfold over time, every interaction is personalized with relevant information because it leverages information from previous interactions.
  • SAP provides a complete lead management solution that allow users to manage a lead through its full lifecycle process. Users can generate leads, qualify them, and automatically distribute them, allowing sales agents to effectively follow up on all leads.
  • SAP also provides a closed loop process around trade promotion management. Centralized fund planning and forecasting capabilities along with tracking and settlement capabilities as well as end result measurement.
  • And finally, SAP provides a robust set of analytics from basic reporting to advanced analytics around customer and products as well as predictive models/scores and optimization capabilities.

Key Figure Planning

We can define or use some predefined key figures to measure the performance of an organization, marketing project or others through setting the planned values for some important business key figures which will be validated later to see whether the goals have been achieved or not. The plan values would be used in reporting and analytics against the actual values for further decisions.

Key Figure planning is carried out in a planning application called SAP Business Intelligence-Business Planning and Simulation, part of SAP NetWeaver.

Campaign Automation with Survey Integration

In the marketing campaign, the email with the survey link is generated and sent to the target group automatically. Follow-up and analysis can be done for the response of the campaign.

Campaign Optimization: RFM (Recency,Frequency, Monetary) Analysis

RFM (recency, frequency, monetary) analysis is a marketing technique used to determine quantitatively which customers are the best ones by examining how recently a customer has purchased (recency), how often they purchase (frequency), and how much the customer spends (monetary). RFM analysis is based on the marketing axiom that "80% of your business comes from 20% of your customers."

Marketing Campaign Execution in SAP CRM Web Channel (B2B/B2C)

Your company launches a marketing campaign to promote some groups of products to some target groups with a special discount related to the campaign. When the customers order the products in SAP CRM Web Channel (B2B, B2C E-Commerce), the system can determine the related campaign automatically and the price would be affected. The campaign or coupon ID can be sent to the target customers with mails, so that the customers/partners can input the campaign, coupon ID to get the special discount when the customers/partners order the products.

Marketing Campaign Execution with Newsletter Management

A newsletter is a regularly distributed publication generally about one main topic that is of interest to its subscribers. SAP CRM has newsletter capability. With this the users or partners can subscribe/un-subscribe the newsletter from the Web Shop (Web Channel B2B, B2C).


Lead Distribution with Rules and Policies

We can use rules and policies to automatically distribute the leads to channel partners for further processing.

Bounce Management

For example, when launch a email product promotion campaign. Mails would be sent to 100 target customers. However, Some of the mail addresses are unreachable, some of them are system-wide auto response and notification like "Out of office auto reply", "Mailbox full notification", or Junk mail notification, which are not actual response to the campaign. How to solve this issue? Use Bounce Management.

Product Proposal (Cross/Up/Down Selling, Top N List)

Increase the sales by recommending products based on different rules and business context. For example, when you order a kind of PC, an accessory like printer, bag, particular software would be recommended (Cross- Selling). When the customer orders a simple Fax machine, more powerful fax machine with telephone, printing functions can be recommended (up selling). For the small customers, the system can recommend a cheaper alternative (down selling).
For anther example, when the customer orders A, B and C. With this combination, the system can propose another product set D and E.

Product Association Rules for Cross/Up/Down Selling

We use the product association rules to build the product relationship for Up-Selling and Cross-Selling. It can be defined manually. I can include key figures. And It can be generated with data mining techniques of SAP BI. More...


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Last Updated@September 2008