Crm Lead Campaign Management

8/10/2019 Crm Lead Campaign Management

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CRM Lean Campaign ManagementContent

Configuration Guide................................................................................................................... 2

1 Purpose........................................................................................................................... 2

2 Preparation ..................................................................................................................... 2

2.1

Prerequisites ............................................................................................................ 2

2.2 SAP Note.................................................................................................................. 2

3 Configuration .................................................................................................................. 3

3.1 Basic Campaign Configuration................................................................................. 3

3.1.1 Define Objectives ............................................................................................ 3

3.1.2 Define Tactics.................................................................................................. 3

3.1.3 Define Campaign Types/Objectives/Tactics.................................................... 4

3.1.4

Maintain Sender Addresses for E-Mail............................................................ 5

3.2 Marketing Calendar.................................................................................................. 6

3.2.1

Define Search Criteria ..................................................................................... 6

3.2.2 Assign Search Criteria..................................................................................... 7

3.2.3 Assign Graphic Profile for Marketing Calendar ............................................... 7

3.3 Campaign Execution................................................................................................ 8

3.3.1 Define Partner Determination Procedure ........................................................ 8

3.3.2

Maintaining Organizational Data Profile .......................................................... 9

3.3.3 Define Transaction Types for Marketing Activities ........................................ 10

3.3.4 Defining Interaction Object ............................................................................ 11

3.3.4.1 Defining Name of Interaction Object in Applications ............................ 11

3.3.4.2 Activating Interaction Object in Applications......................................... 12

3.3.4.3

Define Follow-Up Transaction Types for Interaction Object................. 12

3.3.5 Defining Communication Strategy................................................................. 13

3.3.5.1 Defining File Export Variant .................................................................. 13

3.3.5.2 Defining File Storage Location.............................................................. 14

3.3.5.3 Define Communication Medium............................................................ 14

3.3.6 Mail Forms..................................................................................................... 15

3.3.6.1 Maintain Mail Form for E-Mail............................................................... 15

3.3.6.2 Maintain Mail Form for Business Partner Address File ........................ 17

3.3.7 Create Yahoo E-Mail Accounts for Business Partners.................................. 18

3.4

External List Management ..................................................................................... 18

3.4.1

Define Workflow for External List Management ............................................ 18

3.4.2 Define List Type............................................................................................. 20

3.4.3 Define List Origin ........................................................................................... 20

3.4.4 Defining Upload File ...................................................................................... 21

3.4.5 Maintain Mapping Format for External Lists.................................................. 21

3.4.6 Activate Checks............................................................................................. 22

3.5

User Interface Settings........................................................................................... 23



Configuration Guide

1 PurposeThis configuration guide provides the information you need to set up the configuration of thisbuilding block manually.

2 Preparation

2.1 Prerequisites

Before starting with the installation of this building block, please see the document QuickGuide to Installing SAP Best Practices for CRM .

2.2 SAP Note

Before you begin the installation and configuration, read the relevant SAP Notes. These SAPNotes contain important information for installation and configuration, and also correctionsconcerning this building block.

Make sure that you have the most up-to-date version of SAP Notes. You can find the SAPNotes on the SAP Service Marketplace (http://service.sap.com/notes ) or in SAPNet.

SAP Note Area Title

CRM System

941938 Mail Form Mail-Form: Uploading files of type HTM are notsaved

708557 External List Management ELM: Troubleshooting

941258 Marketing Calendar Marketing Calendar shows no queries



3 Configuration

3.1 Basic Campaign Configuration

3.1.1 Define Objectives

Use

In this activity, you can define objectives for campaigns and campaign elements.

The values that you define here can be selected from the input help for the objective field.This field is located on the Basic Data tab strip in the Marketing Planner.

The objective is an optional criterion (together with the campaign type and priority, forexample) by which evaluations on the success of a campaign can as well be run in theBusiness Information Warehouse.

Procedure

1. Access the activity using the following navigation options:

Transaction code SPRO

SAP CRM IMG menu CRM → Marketing → Marketing Planning and Campaign

Management→ Basic Data → Define Objectives

2. In the CRM Marketing Planning Objectives maintain the following data:

Objective Description (EN) Description (DE)

Y002 Brand Awareness Markenbewusstsein

Y003 Customer Acquisition Kundenakquisition

Y004 Increase consumer awareness Erhöhung des Kundenbewusstseins

Y005 Customer Retention Kundenbindung

Y006 Product Information Produktinformation

Y007 Lead Generation Leadgenerierung

3.1.2 Define Tactics

Use

In this activity, you define the tactics for campaigns and campaign elements or tradepromotions and trade promotion elements.

The values that you define here are then shown in the input help for the Tactic field. You can

find this field on the Basic Data tab page.

When you evaluate the campaign or trade promotion in the Business Information Warehouse,you can use this field to report on the effectiveness of these tactics.

Procedure






Management→ Basic Data → Define Tactics

2. In the CRM Marketing Planning Tactics maintain the following data:

Tactic Description (EN) Description (DE)

Y002 Multiple strategies Mehrfachstrategien

Y003 Product Presentation Produktpräsentation

Y004 Trade Show Verkaufsveranstaltung

3.1.3 Define Campaign Types/Objectives/Tactics

Use

Campaign types are an optional feature in the Marketing Planner and are used to helpcategorize individual campaigns or trade promotions (for example, telephone or e-mailcampaigns). The campaign type is one of the attributes of a campaign which can be used tocompare the success rate of different campaigns. There are no restrictions to the number orcategory of campaign types you may define. In the Marketing Planner, they can be selected inthe field Campaign Type on the tab page Basic Data .You can also create and assign objectives specifically for a predefined campaign type and/orcreate pairs of objectives and tactics for this campaign type. These must first be definedunder Define Objectives and Define Tactics respectively.

Procedure




Management→ Basic Data → Define CampaignTypes/Objectives/Tactics

2. Choose New Entries :

Field name Description User action and values Note

Campaign Type Y002

Description EN: Product Promotion

DE: Produkt-Promotion

Category Campaign

Coupon No coupon

MDF Type Not MDF relevant

UnusedAssigments

No selection

Extract TGs Selected

Extract Mail GUIDs Selected

3. Select the newly created campaign type Y002 and assign the following combination ofobjectives and tactics to this type via choosing Campaign Type / Objectives andCampaign Type / Objectives / Tactics:



CampaignType

Objective Description Tactic Description

Y002 0001 Increase Revenue

Y003 ProductPresentation

Y002 Y002 Brand Awareness

Y004 TradeShow

Y002 Y003 CustomerAcquisition

Y002 Y004 Increase consumerawareness

Y002 Y005 CustomerRetention

Y002 Y006 ProductInformation

Y002 Y007 Lead Generation

3.1.4 Maintain Sender Addresses for E-Mail

Use

In this activity, you enter the E-mail address that is to appear as the sender's address for therecipients of a marketing E-mail. You need to make this setting if you are planning an e-mailmarketing campaign.

In the Marketing Planner you enter this address under the tab strip Channels for themarketing element to which the target group is assigned.

In addition to a sender address, you can also enter an address that is to appear as the reply address in the E-mail. This enables you to specify two separate addresses where needed.

Procedure


Transaction Code SPRO


Management→ Personalized Mail → Maintain SenderAddresses for E-Mail

2. Choose New Entries .

3. Enter the following values for the new mail address:Ident. Mail Address Reply

YMKT_ADR marketing@<CRM client>.<CRM system ID>.r3.sap-ag.de

e.g. [email protected]

MarketingDepartment

4. Save your settings.



3.2 Marketing Calendar

Use

The marketing calendar is designed to act as a central entry point and to provide a workingarea that gives you an overview of all promotional events within a certain time range,providing basic information, such as the name of the promotion, status and time range in the

form of bars. It also allows you to create new promotions or campaigns by creating a bardirectly in the appropriate time range and to reschedule any of your planned activities bymoving or stretching this bar. You can also delete the activity or copy it elsewhere.

3.2.1 Define Search Criteria

Use

In this activity you define search criteria that you wish to use for the query in the calendar.

Standard settings

Search criteria beginning with '0' are part of the standard delivery. If you require additional

search criteria, you should use an ID in one of the namespaces provided.Activities

Firstly maintain an ID and a language-dependent description for the search criteria. Thenselect the table/structure and the field that you wish to use as a search field. You can select afield directly in the maintenance view; if this is unique, the table/structure is set automatically.If you have set the search field so that it can be selected more than once, you can entercomplex search criteria for the search field in the calendar application.

Prerequisites

If you want to use fields from tables/structures as search fields in search criteria, you need toensure that these fields are in a table or structure that has been maintained in the activityDefine Search Tables

Procedure




Management→ Marketing Calendar → Define Search Criteria

2. Create a new search criteria:

Field name Description

YBP_QUERY BP_Search_Criteria

3. As Search Criteria Information for the newly created search criteria YBP_QUERY youshould maintain the following data:

SCrit Tbl SearchCrit MultSelect

CGPL_PROJECT CREATED_BY X

CGPL_PROJECT EXTERNAL_ID

CRM_MKTPL_ATTR CAMP_TYPE X



Result

Now you have successfully maintained your search criteria for the Marketing Calendar.

3.2.2 Assign Search Criteria

Use

In this activity you can assign the search criteria you defined in the preceding activity tocategories from the Marketing Planner, for example, to a campaign or trade promotion.

Procedure




Management→ Marketing Calendar → Assign Search Criteria

2. Create new search criteria:

Category SCritID

Campaign BP_Search_Criteria

Marketing Plan BP_Search_Criteria

Result

Now you have successfully assigned your search criteria to Marketing Plans and campaigns.

3.2.3 Assign Graphic Profile for Marketing Calendar

Use

In this activity you enter all of the graphic profiles that you wish to make available in the usersettings for the marketing calendar. You must make an entry here before you use thecalendar. The profile defines how the calendar is displayed, for example, the colors, shapesand so on.

You can also decide on the color for each campaign type (type view) and for each status(status view) for every graphic profile.

Default:

There are four standard graphic profiles:

• The first three profiles are color profiles and use color as the differentiating factor.

• Profiles 1 and 2 use the whole color palette.

• The third profile does not use the color green.

• The fourth profile uses templates to differentiate between the different graphic elements.

Procedure




Management→ Marketing Calendar → Assign Graphic Profile



for Marketing Calendar

2. Highlight the first graphic profile and maintain specific colors for different campaign types.

Graphics ID Bar Profile Group Name Index

1 All Colors - Profile 1 MKTP COLOUR 1

3. Select the following campaign types and assign the colors accordingly.

Graphics ID CampType Type

1 0001 03

1 Y002 12

The colors are already assigned to different statuses.

Result

Now you have successfully assigned the graphic profiles to for the marketing calendar.

3.3 Campaign Execution

3.3.1 Define Partner Determination Procedure

Use

In this activity, you define partner determination procedures that the system uses toautomatically enter partners in business transactions. The partner functions and accesssequences you have defined are brought together here. When you define a new procedure,you assign it to a transaction category or an item object type, and enter required andmandatory partner functions. These are the partner functions the system looks for intransactions. You maintain settings for each partner function, and list which functions aredisplayed in the transaction document header. When you later assign this procedure to a

transaction type or an item category, the settings you make here are valid in transactions ofthat type or for items of that category.

Procedure



SAP CRM IMG menu CRM → Basic Functions → Partner Processing → DefinePartner Determination Procedures

2. Select procedure 00000002 Business Activities and copy as Y0000040 MarketingActivities (with all dependent entries).

3. Select procedure Y0000040 Marketing Activities and go to folder Partner Functions in

Procedure.

4. Make a new entry with the following data:

Field name User action and values

Function 00000014 Employee Responsible (CRM)

No. of Occurrences (Low) 1

No. of Occurrences (High) 1

Calendar maintenance X



Changeable address X

Access Sequence 0008 Preceding Document -> User

5. Delete Function ‘00000022 Person Responsible (CRM)’

6. Go to folder User Interface Settings and make the following entries for ProcedureY0000040 Activities at Header Screen:


Partner Function1 00000009 Activity Partner (CRM)

Partner Function2 00000015 Contact Person (CRM)

Partner Function3 00000014 Employee Responsible (CRM)

7. Save your entries.

3.3.2 Maintaining Organizational Data Profile

Use

The purpose of this activity is to create a new organization determination profile that allowsyou to determine the responsible organizational unit by means of the assignment of therespective system user, which creates a business transaction, in the organizational model.

Prerequisites

The organizational model has been created and all persons creating business transactions inthe CRM system are assigned to an organizational unit - either as user or as businesspartners with an assigned user.

The standard organizational determination rule 10000194 – User orgunit exists.

Procedure

1. Access the activity using one of the following navigation options:

Transaction code CRMC_ORGPROF

SAP CRM IMG menu CRM → Master Data → Organizational Management → Organizational Data Determination Change Rules and Profiles Maintain Organizational Data Profile

2. To create the new organizational data determination profile Y00000000001 perform thefollowing steps:

3. Choose New Entries and enter the following values:

When creating new data manually (not using the BC-Set) for both languages (EN

and DE), you need to maintain translation-sensitive data (descriptions, titles, textsetc.) twice, after having logged on the system with the appropriate language (ENand/or DE).

Field Entry

Profile Y00000000001 - BP Sales Org. Data Profile -Country/Reg (EN)

Scenario Sales

Determination Rules



Organizational Model Determin. Rule 10000166 (Det. acc. to partner attr. (Reg, country))

Responsibilities rule

Mandatory

Sales Organization

Distribution Channel

Sales Office

4. Choose Save and select a customizing request if required.

Result

A new organizational data determination profile has been created, ready for being assigned toone or more CRM business transactions.

3.3.3 Define Transaction Types for Marketing Activities

UseA transaction type defines the properties and characteristics of a business transaction (forexample, sales order, service request, sales call), and defines the control attributes (forexample, text determination procedure, partner determination procedure, status profile,organizational data profile). A transaction type controls the processing of a specific businesstransaction. A transaction type is assigned to one or several business transaction categories(for example, activity, sales). The business transaction category determines the businesscontext in which the transaction type can be used (for example, service, sales, activity). Thismeans that one business transaction category is the leading business transaction category.This category is not related hierarchically to other business transaction categories, butrepresents a preference. A sales transaction with business activity data would, for example,be more likely to have 'sales' as leading business transaction category than 'business activity'.The purpose of this activity is to reduce and adapt the required transaction types.

When sending Marketing E-mails to a group of customers containing in a target group theintention is to capture this information as an outbound marketing activity. Furthermore thebusiness procedure requires a separate inbound activity in case the customer declines thetrade show participation.

In this case two marketing activities have to be created.

Procedure



SAP CRM IMG menu CRM → Transactions → Basic Settings → Define TransactionTypes

2. Choose New Entries and enter the following values:Field name User action and values

Trans.Type Y005

Short Description EN: BP MKT Outb. E-Mail

DE: BP MKT Ausg. E-Mail

Description EN: Outbound Marketing E-Mail

DE: Ausgehende Marketing E-Mail



Leading Transaction Category BUS2000126 Business Activity

Commitment Date Commitment Date is not calculated

Text Det. Procedure ACT00003

Partner Determ.Proc. Y0000040

Status Profile CRMACTIV

Org. Data Prof. Y00000000001

Date Profile 000000000002

No.Range Object CRM_ACTIVI

Int.No.Range No 01

3. Enter transaction category Business Activity for this transaction type.

4. In the Customizing Header you have to maintain the following data for this transactiontype:


Category

E-Mail

Priority Medium

Goal Arouse Interest

Direction Outbound


3.3.4 Defining Interaction Object

3.3.4.1 Defining Name of Interaction Object in Applications

In this activity, you define the name of the interaction object in your application. You should

enter this name for every language you use. This name (for example, campaign contact) isdisplayed when maintaining the interaction object in applications (for example, activities, ICWinClient, or IC WebClient).

If you do not enter a name here, the name 'Interaction Object' is used by default.

Procedure



SAP CRM IMG menu CRM → Basic Functions → Interaction Object → Define Nameof Interaction Object in Applications

2. Choose New Entries and maintain the following values:

Field name Description User action and values Note

Scenario CRM Marketing MassCampaigns

Name Campaign Contact




3.3.4.2 Activating Interaction Object in Applications

In this activity you define the applications in which you can use the interaction objects.

Procedure



SAP CRM IMG menu CRM → Basic Functions → Interaction Object → ActivateInteraction Object in Applications


Appl. Act.

Fact Sheet X

Activities / Account and Contact Management X

Interaction Center Winclient X

Interaction Center WebClient X


3.3.4.3 Define Follow-Up Transaction Types for InteractionObject

In this activity, you define which business transactions can be used in the document flow asfollow-up transactions for interaction objects (IO). To do this, first add the transaction type yourequire. Only the documents that belong to the transaction types can be generated assuccessors to the IO (in application Activities ).

In the second stage of Customizing, you define how the business partner of the interactionobject is transferred to the follow-up transaction. Because the IO, unlike business transactionssuch as the activity, does not possess any partner functions, the usual copy control by the

partner functions cannot be used.For this reason, you must define how business partners of the Person or Organization typeare transferred to the partner functions of the follow-up documents. Both B2B and B2Cscenarios are taken into consideration.

Procedure



SAP CRM IMG menu CRM → Basic Functions → Interaction Object → DefineFollow-Up Transaction Types for Interaction Object

2. Choose New Entries and maintain the following combination of Follow-Up Transaction

Type, Business Partner Type and Partner Functions:Tgt Trans. Type BP Type ID Function

0000000901

00000009

02 00000009

03 00000009

ACTI

04 00000009



Tgt Trans. Type BP Type ID Function

01 00000009

02 00000009

03 00000009

Y010

04 00000009


3.3.5 Defining Communication Strategy

3.3.5.1 Defining File Export Variant

Use

In this activity, you define the export variants for the file export in the campaign execution.

The export variant determines which format the file to be exported will have, which formatparameters need to be considered, and whether the fi le should be assigned to the campaign

or not.

By default, XML, and CSV formats are supported.

The file export variants defined here are assigned to a communication medium in the activityDefine Communication Medium .

Procedure




Management→ Campaign Execution → Define File ExportVariant

2. Choose New Entries and maintain the following data:


Variant ID Y001

Format CSV

Assignment Assign as AttachmentIf you choose No Attachment you have todefine a storage location for the file in thefollowing activity.

Extension XLS

Description Open channel BP address file

3. Select the new file export variant and choose Settings .

4. Choose New Entries and enter the following values:

Format Parameter Parameter Value

HEADER_ROW X

ESCAPE ‘’

SEPARATOR ;




3.3.5.2 Defining File Storage Location

Use

The address file for business partners that is generated via the campaign execution can beassigned directly to the campaign or stored on a file server.

For the storage on a file server you have to define specific settings.

Procedure

1. Access the activity using the following navigation option:

Transaction code FILE

2. Select the logical file path MARKETING_FILES.

3. Choose Assignment for Physical Paths to Logical Path .

4. Select your operating system and choose Details. 5. Enter the file path in the field Physical Path . See F1 help for this field for details.

6. Choose Save .

3.3.5.3 Define Communication Medium

Use

In this activity you specify communication media (in effect communication strategiesconsisting of one or more different media) by which you intend to contact business partnerswithin a marketing campaign. You enter the communication medium in the Marketing Planner

under Channels .The attributes of each communication medium are transferred to the Business InformationWarehouse for evaluation.

Background

Each communication medium consists of one or more communication methods together witha priority that you assign to a communication method.

If you want to trigger business transactions (activities for example) then on the same screen,assign a business transaction type (defined in Customizing) to the relevant communicationmethod.

Procedure

1. Access the activity using the following navigation options:Transaction code SPRO

SAP CRM IMG CRM → Marketing → Marketing Planning and Campaign

Management→ Campaign Execution → DefineCommunication Medium

2. Create a new communication medium with the following data:




Medium Y002

Communication Medium EN: E-mail with activity creation

DE: E-Mail mit Aktivitätengenerierung

Folder: Define Properties and Business Transaction Types

Priority 1

Communication Method Internet Mail (SMTP)

Transaction Type Y005

Category E-Mail

3. Create a second communication medium with the following data:


Medium Y004

Communication Medium EN: Open Channel - Address Data File Export

DE: Offener Kanal - Datei-Export Adressdaten

Folder: Define Properties and Business Transaction Types

Priority 1

Communication Method File Export

Transaction Type

Category

Folder: Assign File Export Variant

Variant ID Open channel BP address file


Result

Now you have created two new communication channels

• E-Mail execution that generates marketing outbound activities in parallel to the E-Mailsending process itself.

• Open channel execution that generates and export file with address data. This file can beused as an input file for letter generation.

3.3.6 Mail Forms

3.3.6.1 Maintain Mail Form for E-Mail

Use

In the following you will create or copy an existing E-Mail Form and integrate the newlygenerated Survey URL.

Basically mails can be personalized in the sense that the content and format of the mail canbe tailored to the recipient’s individual profile by defining conditions as to when certain contentis sent.

The transaction for maintaining mail forms enables you to create and maintain the layout andform logic for mail forms. It consists of the following elements:



The locator consists of the tab strips Search, Worklist, and Field list. The locator can beincreased/decreased in size or hidden altogether.

• Search

Enables you to search for mail forms according to name or usage. The mails are displayed ina list which is automatically saved, enabling you to scroll backwards and forwards betweendifferent lists. You can assign mail forms in the list to the worklist.

• Worklist

Used as a container for mail forms that you are processing. New mail forms are stored heretemporarily, pending being saved to the database.

• Mail form

Displays the nodes belonging to a mail form in a tree structure, together with a list ofattributes that can be included in a text or entered as conditions.

Prerequisites

You should have generated a valid survey URL in advance.

Procedure


Transaction code CRMD_EMAIL

SAP CRM menu Marketing→ Personalized Mail Maintain Mail Form

2. Choose Create .

3. Enter name/ID Y_Trade_Show_Invitation and description Trade Show Invitation .

4. If you intend to use the mail form as E-Mail you should select Channel Internet Mail(SMTP) and Text HTML.

5. To maintain a complete E-Mail form you would have to create at least one text field.Therefore highlight Main in the navigation tree of the left hand side and in the contextmenu select Create Text .



6. Now you can freely define the content of your E-Mail.

7. Choose Import File into Text Block and import the pre-defined text from the fileY_Trade_Show_Invitation.txt in directory MISC of the Best Practices documentation CD.

8. Once you have finished you can additionally assign a subject line. Therefore highlight thefolder (this should still be called Page if you didn’t change the name already) and in thecontext menu select Create Subject Line . Now you can enter any text that should apply

in the subject Line of your final E-Mail, for example Trade_Show_Invitation. 9. Save your new mail form.

10. A translation of the mail form is necessary if the E-Mail has to be sent to businesspartners which correspondence language is different to the current mail from language.

11. Choose Switch Between Display/Change .

12. Choose Goto Translate Form .

13. Translate the text of the mail form to other languages.

14. Choose Save .

3.3.6.2 Maintain Mail Form for Business Partner AddressFile

Use

In the following you will create a Mail Form that will be used for generating an externaladdress file when executing a campaign via channel Open Channel.

This Mail Form consists of the business partner attributes that are required for the addressfile.

Procedure


Transaction codeCRMD_EMAIL

SAP CRM menu Marketing→ Personalized Mail Maintain Mail Form

2. Choose Create .

3. Enter name/ID Y_OPEN_CHANNEL_ADDRESS_FILE and description Open ChannelAddress File .

4. Choose Channel File Export and Text Type Plain Tex t.Choose Confirm .

5. Highlight Main in the navigation tree of the left hand side and in the context menu selectCreate Text .

6. Now you can freely define the content of your address file format.

7. In the attribute area expand object Business Partner. 8. Copy at least the following attributes of this object via drag and drop into the mail from.

You can search for attributes via right clicking on header Fld .

Attribute Fld

Title TITLE_KEY

Name 1 NAME 1

First Name FIRSTNAME



Last Name LASTNAME

Postal Code POSTL_COD1

City CITY

Street STREET

House Number HOUSE_NO

9. Save your new mail form.

3.3.7 Create Yahoo E-Mail Accounts for Business Partners

Use

In the business scenario E-Mails are sent to the business partners who should be invited tothe trade show.

Therefore a unique E-Mail address has to be assigned to a business partner.

For testing purposes you can create dummy Yahoo E-Mail accounts as described in this

activity.

Procedure

1. Go to www.yahoo.com

2. Create an E-Mail account for the Business Partners of your campaign target group.Choose Mail and then Get a free Yahoo! Mail account .

3. To assign the E-Mail address to your business partners, choose one of the followingnavigation options:

Transaction code BP

SAP CRM menu Master Data → Business Partner → MaintainBusiness Partner

4. Select the business partner for E-Mail address assignment.Assign E-Mail addresses to business partner with ID prefix “C”, e.g. C6120 if you use theSAP Best Practices example business partners.

5. On the Address tab enter the E-Mail address in field E-Mail .

3.4 External List Management

Use

The business scenario External List Management provides you with a comprehensive solutionto manage your external address lists to acquire new customers, increase market share, and

to increase brand awareness. It encompasses the complete process of procuring externaladdresses, checking and preparing this data to create business partners and target groupsfrom these address records.

3.4.1 Define Workflow for External List Management

Use

In our business scenario the only customizing step that needs to be performed is the“Implement Workflow Customizing” activity.



In this activity, you perform classification, processor assignment and event linkage for thefollowing workflow templates.

WS14000029

This workflow template is assigned to application component CRM-MKT-EAL.

You must classify this workflow template as a General task . Processor assignment and eventlinkage are not necessary.

The workflow template is needed for processing the work steps in an address list. It is starteddirectly via a start date.

This workflow template must not be changed, otherwise address list processing cannot beguaranteed.

WS14000129

This workflow template is assigned to application component CRM-MKT-EAL.

You must classify task TS14008000 of this workflow template as a General task . A processorassignment is not necessary, as the processor is specified when the work item is created.The event linkage must be activated for both events ProcessWithError andProcessWithoutError .

This workflow template is needed in order to inform the user after the workflow for template

WS14000029 has been completed. You can copy this workflow template and change thecopy.

If you do not wish to be informed of this, do not perform classification and event linkage.

WS14000111

This workflow template is assigned to application component CRM-MKT-ML.

You must make a processor assignment for task TS14007986 of this workflow template if youwant to be informed of incorrect sending of mails. This processor assignment is not neededfor External List Management functionality.

Event linkage must be activated for event ErrorSendStatusReached (object CRM_DOCU).For object BUS2005001, event linkage must also be activated for eventStatusErrorSetMarketing . This event is created if a planned call cannot be made in IC.

In External List Management , this workflow template is needed to correct the counters foroutbound contacts if an outbound contact cannot be performed.

If you do not want to correct the contact counter, do not perform the event linkage.

Procedure



SAP CRM IMG menu CRM → Marketing → External List Management→ ImplementWorkflow Customizing

2. In the IMG Activity click on Assign agents .

3. Highlight the first workflow task CRM: Maintain Business Partner Packages (WS14000129), choose Attributes , select General Task and finally choose Transfer .

Alternatively, you could also assign the appropriate processor directly but in this scenariono restrictions are needed.

4. Continue with the remaining workflow tasks and apply the general usage here as well.

5. Move backwards and activate the event linkage for WS 14000111 and WS 14000129 .



3.4.2 Define List Type

Use

In this activity you define the possible types of your lists.

If the data in an address list is rented, the indicator is set to Rented.

Rented business partners have to be treated in a specific way in the system after upload, e.g.restricted use may have to be applied.

Procedure



SAP CRM IMG menu CRM → Marketing → External List Management→ Define ListType



Type Y1

Description Customer Contacts

Rented


3.4.3 Define List Origin

Use

In this activity you define the possible origins of your lists.

The values that you define here are available in the input help for the field Origin.

For each origin defined you can set the Consumer indicator to determine whether generalbusiness partners or consumers are created when you generate business partners.

You can assign the origin of an identification type for the business partner.

The origin consists of a technical key and a short description. An identification type can alsobe assigned to the business partner.

Identification numbers (for example, social security numbers, Duns numbers, etc.) can bedefined in the business partner master record. Identification numbers always require anidentification type.

If the provider of external address data delivers a unique identification number for each datarecord, it is often required that this number is filed when generating the business partners inthe master data. When the origin of the business partner list is defined, the identification typefor the identification number is also defined.

If no identification type is defined with the origin of the business partner list, this means thatno identification number can be assigned when the business partner is generated.

Identification numbers must be mapped to the fields ORG_ID_NUMBER orPERS_ID_NUMBER in ELM's mapping tool.

Procedure





SAP CRM IMG menu CRM → Marketing → External List Management→ Define ListOrigin



Origin Y00001

Description Trade Show

IDType

Consumer

Prio


3.4.4 Defining Upload File

Use

For creating business partners from external address lists you have to create an address listwith a specific file format.

Procedure

1. Open the pre-defined file Y_External_List.csv with external addresses from the directoryMISC of the Best Practices documentation CD.

2. Adapt the data according to your specific needs.

3. Save the file in .csv format.

3.4.5 Maintain Mapping Format for External Lists

Use

External List Management involves procuring external addresses, checking and preparing thisdata, creating business partners from these address records, using these business partnersin marketing campaigns, and analyzing (reporting) the methods used. You can use theacquired data from the external address lists for various business scenarios.

In order to be able to upload an external address list directly in the CRM System and createthe business partners you need to define the format of your mapping data first.

You use the mapping tool to maintain the mapping formats in External List Management(ELM). You need to maintain a mapping format to map data while maintaining address lists.

The address list may either be mapped directly to the SAP Business Partner structure orconverted to suit this structure.

Using the mapping tool you can:

• Maintain the mapping format name and description.

• Preview a row from the address list file in the SAP user interface, specify the path ofthe address file, specify the separator type from a predefined list and choose the rowto be previewed by appropriately entering the preview row number in the fieldPreview row

• Map the source fields to the target structure fields by choosing the Map Field option



• Maintain advance mapping rules. To do this, you can use the Expand AdvancedMapping Rules option

Procedure


Transaction code CRMD_MKTLIST_MAP

SAP CRM menu Marketing→ External List Management Maintain MappingFormats

2. Choose New .

3. Enter the following values:


Mapping Format YBPELM

Description ELM for Best Practices

File File Y_External_List.csv from the directory MISC of the Best Practicesdocumentation CD

Field separator Semicolon

Preview row 1

4. A preview of the first line of your uploading data is displayed.

5. Flag the first field “Black” and assign the field PERS_LASTNAME from the available CRMstandard business partner fields on the Person tab. Continue with the remaining fieldsand make the following assignments:

File Preview Target Field

Black PERS_LASTNAME

Gerald PERS_FIRSTNAME

US PERS_COUNTRYISO

10004 PERS_POSTL_COD1

New York PERS_CITY

02 PERS_TITLE_KEY

5th avenue PERS_STREET

1123 PERS_HOUSE_NO

6. Choose Save.

3.4.6 Activate Checks

Procedure

When uploading the external list, postal checks and duplicate checks can be used.

For both checks interfaces to external products are provided.

For details, see SAP IMG path

• CRM Marketing External List Management Activate Postal Check and

• CRM Marketing External List Management Activate Duplicate Check



These checks are not required for the Best Practices Campaign Managementscenario.

3.5 User Interface Settings

Use

In this step, you can carry out field selection for marketing plans, marketing plan elements,campaigns and campaign elements, i.e. you can reduce the amount of displayed fields forthese documents.




Management → User Interface Settings

2. Adapt the user interface by using the IMG activities of this IMG section.

Crm Lead Campaign Management

Documents

Transcript of Crm Lead Campaign Management