Marketing Camp Mgt
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Transcript of Marketing Camp Mgt
SAP CRM 7.0Detailed View
SAP CRM 7.0 – Marketing
Campaign Management
© SAP 2008 / Page 2
1. Overview 2. Campaign Planning3. Campaign Development4. Campaign Optimization5. Campaign Execution6. Campaign Analysis
Content
© SAP 2008 / Page 3
Marketing analytics
Marketing capabilities in SAP CRM
Web and e-mail PartnersDirect
mailCall
centerField sales
Customer
Predictive analytics
Lead management
Lead generation
Lead qualification
Lead distribution
Segment and list management
External list import
Segments and list mgmt.
Marketing attributes
Mkt. resource management
Strategy and planning
Budget and costs
Couponing
Measurement and reporting
Customer analytics
Forecasting and planning
Branches or stores WirelessPOS and
ATMs
Optimization and refinement
Product analytics
Loyalty management
Program management
Reward rule management
Membership handling
Marketing Capability in SAP CRM – Building Blocks
© SAP 2008 / Page 4
A Typical Campaign Case Study
Our company wants to accelerate demand for a new product offeringTo do this, we want to plan, budget and execute a demand generation campaign as part of our integrated 360° marketing planWe want to target the most promising customer segment for the campaignTo optimize the result while minimizing cost, for each target customer the contact channel should be determined based on customer profitabilityFor customers responding to the campaign we want to drive an automated dialogWe want to constantly track and measure performance against goals and budgetsWe want to leverage lessons learnt to improve campaign best practices in the future
© SAP 2008 / Page 5
Campaign Management – Process View
Campaign as part of the integrated Marketing PlanProductsResponsesCosts
Plan
Campaign TacticsTarget SegmentsChannel Strategy
Develop
Optimize Contact Channel for each Customer based on Profitability
Optimize
Automated Dialog Marketing across multiple channels
Execute
Campaign PerformanceLessons Learnt –Campaign Best Practice
Measure
Make real-time, midcourse adjustments
Update all enterprise customer information
© SAP 2008 / Page 6
1. Overview 2. Campaign Planning3. Campaign Development4. Campaign Optimization5. Campaign Execution6. Campaign Analysis
Content
© SAP 2008 / Page 7
Step 1 – Campaign Planning
Plan
Marketing Calendar for full visibility into 360° Integrated Marketing Plan
© SAP 2008 / Page 8
Step 1 – Campaign Planning
Plan
Integrated Cost Planning
© SAP 2008 / Page 9
Step 1 – Campaign Planning
Plan
Integrated Product Planning
© SAP 2008 / Page 10
Step 1 – Campaign Planning
Plan
Integrated Response Planning
© SAP 2008 / Page 11
Campaign Planning – Highlights
Integrated BudgetingPlanning across multiple planning dimensions e.g.
product planningcost planning and distributioncoupon planning with redemption rate simulationcampaign response planning
Integration with back office (finance and accounting)Status dependent plan “snap shots” to track plan changes over time
ExecuteDevelop OptimizePlan Measure
© SAP 2008 / Page 12
1. Overview2. Campaign Planning3. Campaign Development4. Campaign Optimization5. Campaign Execution6. Campaign Analysis
Content
© SAP 2008 / Page 13
Step 2 – Campaign Development
Develop
Define Campaign details, communication strategy, product to be promoted, and further details
© SAP 2008 / Page 14
Step 2 – Campaign Development
Develop
Define Customer Segments to be targeted
© SAP 2008 / Page 15
Step 2 – Campaign Development
Develop
Define Channel StrategySupport of outbound and inbound channel strategies
Outbound marketinge-mail, SMS, Fax,…File export / Letter shopsInteraction CenterWeb ShopSales ForceChannel Partners
InboundCampaign related pricing, cross- and up-selling proposals in Web Shop and Call CenterIn 2007 enhancements for real-time offer management are planned to be delivered
© SAP 2008 / Page 16
Step 2 – Campaign Development
Develop
Personalized Mail Forms for 1:1 marketing communications
© SAP 2008 / Page 17
Step 2 – Campaign Development
Develop
Develop Surveys to be used in Campaign Automation
© SAP 2008 / Page 18
Step 2 – Campaign Development
Develop
From „One-Shot“ Campaigns to Multiwave CampaigsSupport of different Campaign setups
Single Campaigns
Automated Multiwave Campaigns (Campaign Automation)Graphical Process ModelingDefinition of Rules to trigger follow up steps (Taken Customer Responses into Account)
Recurring CampaignsPeriodically reoccurring marketing activities
© SAP 2008 / Page 19
Campaign Development – Highlights
Support of all relevant tactics and channel strategiesSupport Multiwave Campaigns/Recurring Campaigns
Graphical Process ModelingFollow ups based on customer response (rule-based)
Integrated Pricing (Discounts)Full visibility of internal parties and external vendors /partners involvedWorkflow-based approval processes and flexible authorization conceptDirect access to powerful, visual Segment Builder
Sampling of customer database to enable fast target group modelingControl Groups, splitting to support testing and validationIntegrated analytics, quick counts and hit previewsDe-duplication and segment prioritization
ExecuteDevelop OptimizePlan Measure
© SAP 2008 / Page 20
Campaign Development – Highlights
Mail Form Editor Plain text, HTML, multi-MIME supportAttribute PersonalizationMultiple Link Tracking
External List Management to easily integrate data from other sourcesIntegrated Action Handling Overview about the history of changes (Change Documents)Integrated contact statistics
ExecuteDevelop OptimizePlan Measure
© SAP 2008 / Page 21
1. Overview2. Campaign Planning3. Campaign Development4. Campaign Optimization5. Campaign Execution6. Campaign Analysis
Content
© SAP 2008 / Page 22
Step 3 – Campaign Optimization
Optimize
(Optional Step) – Maximize Campaign Success by optimizing Contact Strategy based on Analytical Insight
© SAP 2008 / Page 23
Campaign Optimization – Highlights
Integrated simulation and optimization engineApply response rates based on historical dataApply constraints (e.g., budget, channel capacity)Optimize offer / segment and channelcombinationsSimulate campaigns to ensure better resultsPredict relevant success key figures, such as response rates, costs, profits, and marketing ROI
ExecuteDevelop OptimizePlan Measure
Campaign Optimization – Highlights
© SAP 2008 / Page 24
1. Overview2. Campaign Planning3. Campaign Development4. Campaign Optimization5. Campaign Execution6. Campaign Analysis
Content
© SAP 2008 / Page 25
Step 4 – Campaign Execution
Execute
Pre-build integration of Campaign Execution into all Execution Channels of SAP CRM – as well as open interfaces for External Execution Channels
Web and e-mail PartnersDirect
mailCall
centerField sales
Customer
Branches or stores WirelessPOS and
ATMs
Campaign Execution
© SAP 2008 / Page 26
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 27
CRM 7.0What is new With Campaign Execution?
Mail Forms
Streamlined number of variables for personalization
© SAP 2008 / Page 28
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 29
Step 4 – Campaign Execution
Execute
Automated multi-wave Dialogs based on Events and Responses
© SAP 2008 / Page 30
Campaign Execution – Highlights
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 handlingE-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 ManagementPublishing of campaigns to partners - Structured view for partners on campaigns
Support of Indirect Channelsmedia campaigns, coupon campaigns via retail execution / clearing houses
ExecuteDevelop OptimizePlan Measure
© SAP 2008 / Page 31
Campaign Execution – Highlights
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 channelsRule-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 processingSupport of Soft- and Hard-bouncesEasy to enhance
Interaction Object to support high performance execution of mass campaigns and
Integrated into the complete reporting frameworkAllows detailed reportingVery fast
ExecuteDevelop OptimizePlan Measure
© SAP 2008 / Page 32
1. Overview2. Campaign Planning3. Campaign Development4. Campaign Optimization5. Campaign Execution6. Campaign Analysis
Content
© SAP 2008 / Page 33
Step 5 – Campaign Analysis
Measure
Example of dash board capabilities – e-marketing analysis
© SAP 2008 / Page 34
Step 5 – Campaign Analysis
Measure
Example of dash board capabilities – campaign response rates
© SAP 2008 / Page 35
Campaign Analysis – Highlights
Closed-loop analysis of campaigns measuring campaign performance based on facts tracked for the relevant KPI’sLeveraging the analytical power of SAP BWIntegration with financials, order management, supply chain allowing for a true 360° picture and increased accountability of marketersOut-of-the-box business content to get you up and running fast
ExecuteDevelop OptimizePlan Measure
© SAP 2008 / Page 36
Service Enabling Marketing: SOA Services for Campaigns and Target Groups
Business Object Service Name Process ComponentCampaign 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 37
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