SAP CRM 7.0 Detailed View

SAP CRM 7.0 Detailed View SAP CRM 7.0 Marketing Campaign Management 1

Content 1. Overview 2. Campaign Planning 3. Campaign Development 4. Campaign Optimization 5. Campaign Execution 6. Campaign Analysis SAP 2008 / Page 2 2

Marketing Capability in SAP CRM Building Blocks Customer Direct mail Call center Web and e-mail Field sales Partners Branches or stores POS and ATMs Wireless Marketing capabilities in SAP CRM Mkt. resource management Segment and list management Lead management Loyalty management Strategy and planning External list import Lead generation Program management Budget and costs Segments and list mgmt. Lead qualification Reward rule management Couponing Marketing attributes Lead distribution Membership handling Marketing analytics Predictive analytics Measurement and reporting Customer analytics Forecasting and planning Optimization and refinement Product analytics SAP 2008 / Page 3 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 Loyalty management with Program management, Reward rule management and membership handling. 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. 3

A Typical Campaign Case Study Our company wants to accelerate demand for a new product offering To do this, we want to plan, budget and execute a demand generation campaign as part of our integrated 360 marketing plan We want to target the most promising customer segment for the campaign To optimize the result while minimizing cost, for each target customer the contact channel should be determined based on customer profitability For customers responding to the campaign we want to drive an automated dialog We want to constantly track and measure performance against goals and budgets We want to leverage lessons learnt to improve campaign best practices in the future SAP 2008 / Page 4 4

Campaign Management Process View Make real-time, midcourse adjustments Plan Develop Optimize Execute Measure Campaign as part of the integrated Marketing Plan Products Responses Costs Campaign Tactics Target Segments Channel Strategy Optimize Contact Channel for each Customer based on Profitability Automated Dialog Marketing across multiple channels Campaign Performance Lessons Learnt Campaign Best Practice Update all enterprise customer information SAP 2008 / Page 5 Here s the marketing process that are applications are design after: Analyze: before a marketer to take any action, typically they need take a deep look the business. To understand and gain insights on customers, products, campaigns, offers to see what s worked and what didn t. And to identify opportunities and challenges. Sophisticated marketers may leverage advanced analytics to predict and anticipate customer behaviors. Plan: Once the marketer understands what they need to do, they can start to establish a marketing plan and to develop a strategy to address the opportunity. They can collaboratively put together a plan, budget and needed resources to accomplish the plan. Then they can start planning the tactical activities, such as running simulations and forecasting and then scheduling campaigns, securing channels, and assigning campaign managers to tasks and activities. Develop: Next step is to develop the campaigns, offers, collaterals, and target audiences and to optimize the marketing mix. Execute: Next step is to execute the campaigns through both inbound and outbound channels. Including leveraging of the dialog marketing concept, which is a pre-planned two way customer interaction that unfolds over time. Each interaction is personalized and relevant, because it leverages information from previous interactions. Dialog marketing is cross channel, so there is a sense of continuous and consistent conversation with the customer, irregardless of the interaction channel. Measure: the last step is to measure the performance of the marketing activities and its important to be able to measure effectiveness during the execution phase, in order to make mid-course adjustments. Lastly, its always important to try to capture additional information about the customer whether explicit or implicit, so that the information can be used to better personalize and target the customer with most relevant marketing messages. 5

Content 1. Overview 2. Campaign Planning 3. Campaign Development 4. Campaign Optimization 5. Campaign Execution 6. Campaign Analysis SAP 2008 / Page 6 6

Step 1 Campaign Planning Marketing Calendar for full visibility into 360 Integrated Marketing Plan Plan SAP 2008 / Page 7 7

Step 1 Campaign Planning Integrated Cost Planning Plan SAP 2008 / Page 8 8

Step 1 Campaign Planning Integrated Product Planning Plan SAP 2008 / Page 9 9

Step 1 Campaign Planning Integrated Response Planning Plan SAP 2008 / Page 10 10

Campaign Planning Highlights Plan Develop Optimize Execute Measure Integrated Budgeting Planning across multiple planning dimensions e.g. product planning cost planning and distribution coupon planning with redemption rate simulation campaign response planning Integration with back office (finance and accounting) Status dependent plan snap shots to track plan changes over time SAP 2008 / Page 11 11

Content 1. Overview 2. Campaign Planning 3. Campaign Development 4. Campaign Optimization 5. Campaign Execution 6. Campaign Analysis SAP 2008 / Page 12 12

Step 2 Campaign Development Define Campaign details, communication strategy, product to be promoted, and further details Develop SAP 2008 / Page 13 13

Step 2 Campaign Development Define Customer Segments to be targeted Develop SAP 2008 / Page 14 14

Step 2 Campaign Development Define Channel Strategy Develop Support of outbound and inbound channel strategies Outbound marketing e-mail, SMS, Fax, File export / Letter shops Interaction Center Web Shop Sales Force Channel Partners Inbound Campaign related pricing, cross- and up-selling proposals in Web Shop and Call Center In 2007 enhancements for real-time offer management are planned to be delivered SAP 2008 / Page 15 15

Step 2 Campaign Development Personalized Mail Forms for 1:1 marketing communications Develop SAP 2008 / Page 16 16

Step 2 Campaign Development Develop Surveys to be used in Campaign Automation Develop SAP 2008 / Page 17 17

Step 2 Campaign Development From One-Shot Campaigns to Multiwave Campaigs Develop Support of different Campaign setups Single Campaigns Automated Multiwave Campaigns (Campaign Automation) Graphical Process Modeling Definition of Rules to trigger follow up steps (Taken Customer Responses into Account) Recurring Campaigns Periodically reoccurring marketing activities SAP 2008 / Page 18 18

Campaign Development Highlights Plan Develop Optimize Execute Measure Support of all relevant tactics and channel strategies Support Multiwave Campaigns/Recurring Campaigns Graphical Process Modeling Follow ups based on customer response (rule-based) Integrated Pricing (Discounts) Full visibility of internal parties and external vendors / partners involved Workflow-based approval processes and flexible authorization concept Direct access to powerful, visual Segment Builder Sampling of customer database to enable fast target group modeling Control Groups, splitting to support testing and validation Integrated analytics, quick counts and hit previews De-duplication and segment prioritization SAP 2008 / Page 19 19

Campaign Development Highlights Plan Develop Optimize Execute Measure Mail Form Editor Plain text, HTML, multi-mime support Attribute Personalization Multiple Link Tracking External List Management to easily integrate data from other sources Integrated Action Handling Overview about the history of changes (Change Documents) Integrated contact statistics SAP 2008 / Page 20 20

Content 1. Overview 2. Campaign Planning 3. Campaign Development 4. Campaign Optimization 5. Campaign Execution 6. Campaign Analysis SAP 2008 / Page 21 21

Step 3 Campaign Optimization (Optional Step) Maximize Campaign Success by optimizing Contact Strategy based on Analytical Insight Optimize SAP 2008 / Page 22 22

Campaign Optimization Highlights Plan Develop Optimize Execute Measure Integrated simulation and optimization engine Apply response rates based on historical data Apply constraints (e.g., budget, channel capacity) Optimize offer / segment and channel combinations Simulate campaigns to ensure better results Predict relevant success key figures, such as response rates, costs, profits, and marketing ROI SAP 2008 / Page 23 23

Content 1. Overview 2. Campaign Planning 3. Campaign Development 4. Campaign Optimization 5. Campaign Execution 6. Campaign Analysis SAP 2008 / Page 24 24

Step 4 Campaign Execution Pre-build integration of Campaign Execution into all Execution Channels of SAP CRM as well as open interfaces for External Execution Channels Execute Customer Direct mail Call center Web and e-mail Field sales Partners Branches or stores POS and ATMs Wireless Campaign Execution SAP 2008 / Page 25 25

CRM 7.0 What is new With Campaign Execution? Campaign execution has been enhanced to address high volumes of business partners and marketing prospects. No changes to previous campaign execution functionality new functionality is additive to existing functionality. variables in mail forms streamlined for execution SAP 2008 / Page 26 26

CRM 7.0 What is new With Campaign Execution? Mail Forms Streamlined number of variables for personalization SAP 2008 / Page 27 27

CRM 7.0 What is new With Campaign Execution? Configuration new communication media for high volume execution Email and file export destinations : campaign execution results written to Web Application Server file directory for further processing SAP 2008 / Page 28 28

Step 4 Campaign Execution Automated multi-wave Dialogs based on Events and Responses Execute SAP 2008 / Page 29 29

Campaign Execution Highlights Plan Develop Optimize Execute Measure Multi-channel execution pre-integrated into SAP CRM interaction channels e-mail, SMS, Fax, File export / Letter shops, Interaction center Interactive scripting - Integration with surveys Bounce handling E-commerce Link tracking - Bounce handling E-commerce / campaign revenue recognition Mobile bi-directional integration with SAP Mobile sales - Central or local planning, execution and deployment - Support of face to face campaigns and promotions Partner Channel Management Publishing of campaigns to partners - Structured view for partners on campaigns Support of Indirect Channels media campaigns, coupon campaigns via retail execution / clearing houses SAP 2008 / Page 30 30

Campaign Execution Highlights Plan Develop Optimize Execute Measure Automated multi-wave Campaign Dialogs (Campaign Automation) Graphical interface tailored to marketing users for designing and implementing real-time, event-triggered multi-wave campaigns across all channels Rule-based decision tree logic based on customer profile, survey results, customer behavior, results of previous step, participation in certain campaign Bounce Management Define rules for Bounce determination and assign Actions for automatical follow-up processing Support of Soft- and Hard-bounces Easy to enhance Interaction Object to support high performance execution of mass campaigns and Integrated into the complete reporting framework Allows detailed reporting Very fast SAP 2008 / Page 31 31

Content 1. Overview 2. Campaign Planning 3. Campaign Development 4. Campaign Optimization 5. Campaign Execution 6. Campaign Analysis SAP 2008 / Page 32 32

Step 5 Campaign Analysis Example of dash board capabilities e-marketing analysis Measure SAP 2008 / Page 33 33

Step 5 Campaign Analysis Example of dash board capabilities campaign response rates Measure SAP 2008 / Page 34 34

Campaign Analysis Highlights Plan Develop Optimize Execute Measure Closed-loop analysis of campaigns measuring campaign performance based on facts tracked for the relevant KPI s Leveraging the analytical power of SAP BW Integration with financials, order management, supply chain allowing for a true 360 picture and increased accountability of marketers Out-of-the-box business content to get you up and running fast SAP 2008 / Page 35 35

Service Enabling Marketing: SOA Services for Campaigns and Target Groups Business Object Service Name Process Component Campaign Approve Campaign Campaign Management Campaign Cancel Campaign Campaign Management Campaign Change Campaign Campaign Management Campaign Create Campaign Campaign Management Campaign Execute Campaign Campaign Management Campaign Find Campaign Basic Data by Elements Campaign Management Campaign Read Campaign Campaign Management Campaign Release Campaign Campaign Management Target Group Cancel Target Group Campaign Management Target Group Create Target Group Campaign Management Target Group Find Target Group Basic Data by Elements Campaign Management Target Group Read Target Group Campaign Management Target Group Update Target Group Campaign Management SAP 2008 / Page 36 36

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