CR600 CRM Marketing. Course Outline SAP CRM. Course Version: 97 Course Duration: 5 Day(s) Publication Date: 2015 Publication Time:

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1 CRM Marketing SAP CRM Course Version: 97 Course Duration: 5 Day(s) Publication Date: 2015 Publication Time:

2 Copyright Copyright SAP SE. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE. The information contained herein may be changed without prior notice. Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors. Trademarks Microsoft, WINDOWS, NT, EXCEL, Word, PowerPoint and SQL Server are registered trademarks of Microsoft Corporation. IBM, DB2, OS/2, DB2/6000, Parallel Sysplex, MVS/ESA, RS/6000, AIX, S/390, AS/400, OS/390, and OS/400 are registered trademarks of IBM Corporation. ORACLE is a registered trademark of ORACLE Corporation. INFORMIX -OnLine for SAP and INFORMIX Dynamic ServerTM are registered trademarks of Informix Software Incorporated. UNIX, X/Open, OSF/1, and Motif are registered trademarks of the Open Group. Citrix, the Citrix logo, ICA, Program Neighborhood, MetaFrame, WinFrame, VideoFrame, MultiWin and other Citrix product names referenced herein are trademarks of Citrix Systems, Inc. HTML, DHTML, XML, XHTML are trademarks or registered trademarks of W3C, World Wide Web Consortium, Massachusetts Institute of Technology. JAVA is a registered trademark of Sun Microsystems, Inc. JAVASCRIPT is a registered trademark of Sun Microsystems, Inc., used under license for technology invented and implemented by Netscape. SAP, SAP Logo, R/2, RIVA, R/3, SAP ArchiveLink, SAP Business Workflow, WebFlow, SAP EarlyWatch, BAPI, SAPPHIRE, Management Cockpit, mysap.com Logo and mysap.com are trademarks or registered trademarks of SAP SE in Germany and in several other countries all over the world. All other products mentioned are trademarks or registered trademarks of their respective companies. Disclaimer THESE MATERIALS ARE PROVIDED BY SAP ON AN "AS IS" BASIS, AND SAP EXPRESSLY DISCLAIMS ANY AND ALL WARRANTIES, EXPRESS OR APPLIED, INCLUDING WITHOUT LIMITATION WARRANTIES OF MERCHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE, WITH RESPECT TO THESE MATERIALS AND THE SERVICE, INFORMATION, TEXT, GRAPHICS, LINKS, OR ANY OTHER MATERIALS AND PRODUCTS CONTAINED HEREIN. IN NO EVENT SHALL SAP BE LIABLE FOR ANY DIRECT, INDIRECT, SPECIAL, INCIDENTAL, CONSEQUENTIAL, OR PUNITIVE DAMAGES OF ANY KIND WHATSOEVER, INCLUDING WITHOUT LIMITATION LOST REVENUES OR LOST PROFITS, WHICH MAY RESULT FROM THE USE OF THESE MATERIALS OR INCLUDED SOFTWARE COMPONENTS. g

3 Contents Contents Course Overview... v Course Goals... v Course Objectives... v Unit 1: Introduction Web Client UI: Marketing... 1 SAP CRM Marketing... 1 Marketing Web Client User Interface... 1 Unit 2: Marketing Plans and Campaign Management... 2 Marketing Plan and Campaigns... 2 Campaign Management... 2 Unit 3: Working with Campaigns... 3 Integrated Marketing Calendar... 3 Products and Discounts for Campaigns... 3 Maintaining Campaigns... 3 Campaign Channels and Campaign Execution... 4 Unit 4: Segmentation... 5 Marketing Attributes Data Sources and Attribute Lists... 5 Segmentation... 5 Segmentation Basis, Depulication and High Volume Segmentation... 5 Unit 5: Personalized Mails... 6 Personalized Mails... 6 Unit 6: Product Proposals... 7 Product Proposuals... 7 Unit 7: Lead Management and Surveys... 8 Lead Management... 8 Unit 8: Campaign Automation... 9 Campaign Automation... 9 Campaign Automation Processing SAP SE. All rights reserved. iii

4 Contents Unit 9: External List Management...10 External List Management Unit 10: Special Features and Functions Special Features and Functions...11 Bounce Management...11 Unit 11: Couponing...12 Couponing SAP SE. All rights reserved. iv

5 Course Overview Course Overview Target Audience This course is intended for the following audiences: SAP customers considering an implementation of SAP CRM Customers and consultants who need to get a fast, yet sound overview of key capabilities and processes in SAP CRM Marketing. Course Prerequisites Required Knowledge SAPCRM CR100 Course Goals This course will prepare the participant to: Course Objectives After completing this course, the participant will be able to: Describe the marketing management functionality within SAP CRM Use marketing functionality to run common marketing processes Use Customizing options of the marketing management functionality in SAP CRM SAP SE. All rights reserved. v

6 Course Overview 2015 SAP SE. All rights reserved. vi

7 Unit 1 Introduction Web Client UI: Marketing Introduction SAP CRM Marketing Marketing Web Client User Interface Lesson: SAP CRM Marketing have an overview the SAP CRM Marketing functionality. Lesson: Marketing Web Client User Interface Explain common marketing processes Describe the User Interface CRM Web UI and the SAP GUI SAP SE. All rights reserved. 1

8 Unit 2 Marketing Plans and Campaign Management Overview of Marketing Plan Campaign User Status Profile Authorization Group Marketing Organisation Unit Lesson: Marketing Plan and Campaigns Describe the various functions in CRM marketing planning and campaign management Customize marketing planning and campaign management. Lesson: Campaign Management User Status Management Marketing Organization of the Organization Model Campaign To-Dos 2015 SAP SE. All rights reserved. 2

9 Unit 3 Working with Campaigns Working with Campaigns: Marketing Calendar Product assignment & Discounts Partner Functions Generic Actions Back-End Integration Campaign Execution Lesson: Integrated Marketing Calendar Use the main functions of the Marketing Calendar Execute a campaign Make the required Customizing settings. Lesson: Products and Discounts for Campaigns Assign product to a campaign Grant a campaign specific discount Lesson: Maintaining Campaigns Partner Function Actions Backend Integration 2015 SAP SE. All rights reserved. 3

10 Lesson: Campaign Channels and Campaign Execution execute a campaign 2015 SAP SE. All rights reserved. 4

11 Unit 4 Segmentation Segmentation Overview Creating Attributes for Business Partner Segmentation Maintaining Data Sources for Segmentation Graphical Modeler: Usage, Data Flow, Integration Creating Segmentation Basis and perform Deduplication Lesson: Marketing Attributes Data Sources and Attribute Lists Create marketing attributes and assign them to business partners Create data sources and prepare attribute lists Lesson: Segmentation Perform target group selection using the Segment Builder Lesson: Segmentation Basis, Depulication and High Volume Segmentation Work with segmentation basis Perform deduplication of target groups or a segment model 2015 SAP SE. All rights reserved. 5

12 Unit 5 Personalized Mails You use personalized mail to send tailored marketing information to the members of specified target groups. The system tailors the information based on the mail form that you define, and the current master data for the members of the specified target groups. Lesson: Personalized Mails Explain the editing options for mail templates Create personalized s Create personalized subject lines Set up personalized mail forms, using attributes "URL links" or "Subject lines" SAP SE. All rights reserved. 6

13 Unit 6 Product Proposals Product proposals are integrated with the applications SAP CRM Web Channel, SAP Telesales, with product master data in SAP CRM, as well as segmentation. This function helps you increase sales to your business partners by recommending products: In addition to or in place of the one(s) already selected. These may be more expensive products (up-selling), cheaper products (down-selling), or those related in some way to the product (cross-selling). That can be tailored to the requirements of a particular business partner by being matched to their marketing profile or target group. Top n product lists can be used to provide specific lists of products to be proposed (for example, best-sellers). Automatic product proposals is an especially powerful tool in online scenarios, where it effectively replaces the conventional store assistant. Product proposals are integrated with the applications SAP CRM Web Channel, SAP Telesales, with product master data in SAP CRM, as well as segmentation. Lesson: Product Proposuals Describe the meaning of up-,down-, and cross-selling Describe a product association rule Describe a permanent top n list Describe a dynamic top n list SAP SE. All rights reserved. 7

14 Unit 7 Lead Management and Surveys A lead in SAP CRM is a business transaction which describes, stores, updates, and manages the potential interest of (and interaction with) a business partner over a certain time frame. Lead Management Main Features Process Overview and Definitions Lead Generation Lead Processing Lead Qualification Lead Survey Determination Lead Transfer to Sales Lesson: Lead Management Describe the functions in SAP CRM Lead Management Set up a survey for lead execution Create a lead and execute it Customize SAP CRM Lead Management SAP SE. All rights reserved. 8

15 Unit 8 Campaign Automation Campaign Automation is a function that allows you to model your campaigns, thus allowing you to set up multi-channel, multi-wave and real-time campaigns. A separate screen that can be called up directly from the Marketing Planner for campaign automation. Within the campaign automation screen you can model and start your campaign process. Process Overview User Interface Definitions and Specific Attributes Workflows Rules and Conditions Scenarios Customizing and Prerequisites for Campaign Automation Further Information (see Appendix) Lesson: Campaign Automation Describe the process of automated campaigns Set up simple campaign automation scenarios Use campaign-automation-specific workflows Find the most important Customizing steps in IMG in order to implement campaign-automation-specific scenarios. Lesson: Campaign Automation Processing Perform Campaign Automation with the example for Survey Integration 2015 SAP SE. All rights reserved. 9

16 Unit 9 External List Management External List Management: Overview Mapping Format for External Lists Upload External Lists Using the Uploaded Business Partners Lesson: External List Management Describe the process of External List Management Create a Mapping Format Upload external lists to SAP CRM SAP SE. All rights reserved. 10

17 Unit 10 Special Features and Functions Learn more about special features and functions in SAP CRM Marketing Topics: Newsletter Management Interaction Objects Personalized Response Code File Export Bounce Management Lesson: Special Features and Functions Describe the process of Newsletter Management Describe the use of the Personal Respond Code (PRC) Use File Export for a campaign Lesson: Bounce Management describe the bounce management process set up of a bounce rule 2015 SAP SE. All rights reserved. 11

18 Unit 11 Couponing A coupon campaign is a special type of campaign where customers can redeem coupons to receive a discount when purchasing the products advertised on the coupon. There is a distinction between coupons with internal clearing and coupons with external clearing via a clearing house. Lesson: Couponing Describe the Couponing Process of a Company Create and Execute Coupon Campaigns with Internal Clearing SAP SE. All rights reserved. 12