From ERP to Advanced Analytical CRM thanks to a fine Bull/SAS/SAP integration. SAS Forum International - June 2005

Transcription

1 From ERP to Advanced Analytical CRM thanks to a fine Bull/SAS/SAP integration 1

2 Électricité de France Historically (until 1946) The French public utilities responsible for Electricity Generation / Transportation / Distribution Gaz Importation / Transportation / Distribution 27 Millions users (residential, small business, enterprises.) Currently Utilities on a competing market of energy Market deregulation Company privatisation 27 Millions French customers 15 Millions customers abroad (mainly in Europe and Asia) employees 47 billions Euros of incomes in

3 Analytical CRM Department Context Market opening to competition An entity in charge of Customer knowledge management know how to find the right data data cleansing and external source integration Support to marketing strategy and process by providing high level indicators (churn probability, offer appetence, life value profile, ) in the CRM tools OLAPs on intranet Contribution to new Information System building and evolutions To have the necessary data To help tuning Information Systems for new marketing needs 3

4 A new Information System for small business customer segment July 2004 Market opened to competition for small business customers Involves a new commercial organisation with new offers new contracts new approach of customer relationship To reach this challenge a deep change had to be led resources had to be re-organised a new Information System had to be developed 4

5 The new Information System Respect current technical architecture SAP/ISU and SAP/SD for billing SAP/CRM for operational CRM BW for reporting Needs for data mining Access to all the detailed data Without disturbing the transactional traffic SAS software for datamining 5

6 Information System before SAS/SAP interface Amadéa Apache Ethernet Gb/s DataMiner Workstation Ethernet 100 Mb/s DataMiner Laptop Express La Défense Ethernet Gb/s Sun server running Solaris Data Management DataMart Data Management Oracle DWH DB2 DWH Bull Escala running AIX Non domestic customer DWH DataMart Domestic customer DWH Ethernet 100 Mb/s Ethernet 100 Mb/s National Network Oracle repository SAP + Oracle Professional customer CRM Ma r k e t i c One Mass Market billing + CRM Domestic customer CRM Sybase DataBase Domestic customer CRM Sybase DataBase Oracle repository Non domestic billing Data Legacy IS Emmerging IS Mass Market billing Sybase DataBase Clamart Pacy s/s Eure Mass Market billing Sybase DataBase Non domestic CRM Oracle repository 6

7 Scope of the project: Requirements for SAS to access SAP Integration Pre-requisites Non disruption of the SAP operational system Huge transactional traffic Batches during the night Need to access to ALL data for data mining purposes Overcome issues Access to all data >> tables Specific developments included When to access to SAP Access authorisations managed by SAP administrators Which level in SAP SAP interface to flat data, dynamic functions, data split in many places No guaranty to access to all user data through Oracle repository Security guarantees SAS users seen like other SAP users SAS certified by SAP 7

8 SAP connection issues Access rights under some conditions Validity of requesting access to all data Authorisation process Controlled impact on SAP applications Technical bottlenecks Technical solutions 3 alternatives challenged Connection to BW Connection to DBMS level Connection to SAP level 8

9 SAP connection issues Key Functional Issues Ability to access any SAP objects, either SAP master data or SAP transactional data Extract SAP data, use filters, joins and data computation in a convenient and easy way After a short training, EDF functional team was able to take part in the conception of the SAP extraction process jobs 9

10 SAP connection issues Key Technical Issues Ability to extract mass volume of data within a restricted time frame window Test thoroughly the security of the accesses Industrialization and ease of the installation process to reduce maintenance costs Check the network traffic with a network probe Perform SAS/SAP stress tests to check the stability and the robustness of the accesses 10

11 Chosen architecture for data mining environment Chosen architecture Bull Escala server Running AIX Oracle Data Warehouse SAS Access to SAP (Flat data level and RFC level) SAS Data Surveyor (ETL) Statistical modules for data mining and CRM needs Oracle Express for multi-dimensional spreadsheets Validated up to customers in SAP Architecture Hardware Software Process Access to back-up platform Authorisation set-up Time frame for data mining access 11

12 THE SAS / SAP connection SAP/ISU + SD SAP/CRM SAP/BW SAS 9 Server SAS/ACCESS to SAP SAS/ACCESS to Oracle SAS 9 Standalone SAS ETL Studio DataMiner Workstation Bull Escala running AIX Bull Escala running Aix SAP + Oracle Data Management 12

13 Conclusion We validated an architecture that operates in a SAP environment with huge transactional traffic does not create any disruption in the SAP operational system is able to access ALL data required 13

14 Evolution perspectives On going migration from legacy system to the new one Evolution to handle 3 millions customers (business partners) An additional benchmark is planned to guaranty feasibility and performances for the final target Hardware re-sizing (processors, memory, disk space, ) Software tuning (optimisation SAS 9 options, ) with Bull, SAS and SAP competencies in Bull benchmark centre In any case, the scalable architecture enables all evolution growth 14