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Many business professionals believe they can predict the success of the marketing initiatives they run using their professional judgment, but at the end of the day it is all about the numbers….

Marketing initiatives have to be measured from a business standpoint and not just based on past experiences and impressions. This is why Marketing Analytics is important….

 

Customers provide many clues and facts about what they want via online and offline purchases, calls to a call center, responses to a campaign, survey responses, etc.

The purpose of Marketing Analytics is to analyze this data and find the most appropriate allocation of marketing funds. Such customer data, when clustered and modeled in a meaningful way, results in vital information that can help companies achieve their goals:

  • increase revenue without increasing the price of the products
  • decrease churn for high value customers
  • weed out low value customers

 

How does SAP CRM Marketing Analytics help marketers achieve these goals?

1. Develop insights into the customer base with the help of the predictive workbench of SAP BI- clustering, decision tree models, ABC analysis and association analysis

2. Design the proper segments using CRM Segmentation and target these segments with the appropriately designed campaign

3. Analyze the campaign effectiveness of similar campaigns that were executed in the previous quarter(s) or previous year(s) to design your campaign: how effective were they in terms of ROI? What was the campaign contribution to the overall increase of leads and opportunities in a particular timeframe?

 

Now, let’s have a look at a Marketing analysis dashboard video clip.

http://www.sdn.sap.com/irj/scn/go/portal/prtroot/docs/library/uuid/e0f74d04-919b-2b10-6797-bf45208726a5

http://www.sdn.sap.com/irj/scn/go/portal/prtroot/docs/library/uuid/e0f74d04-919b-2b10-6797-bf45208726a5

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11 Comments

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  1. Gregor Wolf
    Hi Krassimira,

    thank you for the Screencast which shows a great functionality. Is that available in the Standard SAP CRM 2007?

    Best regards
    Gregor

    (0) 
    1. Krassimira Iordanova Post author
      Hi Gregor,

      the dashboard that is shown in the recording is not part of the standard CRM2007 delivery. What is part of CRM2007 is the technology to link a dashboard to the CRM Web UI and assign it to a particular role (in this case the Marketing Professional Role).
      Now, the dashboard is based on standard InfoObjects that are part of the CRM BI content.

      In order to find out how to link any BI query to Xcelsius, please refer to the following blog:
      Marketing Analytics- creating impact with technology

      Regards,
      Krassimira

      (0) 
    1. Krassimira Iordanova Post author
      Hi Juergen,

      Hi Gregor,

      the dashboard that is shown in the recording is not part of the standard CRM2007 delivery. What is part of CRM2007 is the technology to link a dashboard to the CRM Web UI and assign it to a particular role (in this case the Marketing Professional Role).
      The dashboard is based on standard InfoObjects that are part of the CRM BI content.

      Please let me know if you need additional information.
      Regards,
      Krassimira

      (0) 
    1. Krassimira Iordanova Post author
      Hi Vijay,

      this is a very good point!
      With the next release, we’ll try to provide dashboards that give the big picture.

      For example, the Marketing dashboard will include information about what is the marketing contribution to the revenue generated by the wonopportunities. And also what % of the leads that were converted into opportunities result from a marketing Campaign.
      These insights will show marketers how effective camapigns are.

      The sales dashboard will also track the marketing contribution in terms of revenue and pipeline generated from leads. In addition, it will provide the complete view from lead qulaifiucation to contract generation.

      Regards,
      Krassimira

      (0) 
      1. Vijay Vijayasankar
        That is excellent news – thanks Krassimira.
        I was trying to think where I have heard your name before – and I think I know now. I met you in Walldorf last year when I came there regarding the MDF project.
        (0) 

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