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Businesses compete today in an increasingly customer-oriented market. Both new marketing channels (SMS, or E-mail) and more comprehensive and accurate sources of information on customers (click stream analysis, for example) are radically changing the way marketing is performed. Marketing departments must therefore strive to gather as much information as possible on their customer base, and use this information to direct more personalized marketing activities. More accurate marketing techniques lead to reduced costs, increase the likelihood of a sale, and promote customer satisfaction and loyalty.
Business Partner Segmentation provides a range of functions that help you divide up your customer base according to the marketing activity at hand.
By dividing your market into different segments, you can provide more personalized and therefore more attractive product and service offerings.
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BP Segmentation

Dividing an area into multiple parts based on the parameters/attributes assumed.

 

 

Attribute List 

  1. Segment builder
  2. Assign attributes to BP’s

 The formation of the attribute list can be with various combinations of data sourcesThe filters are used to differentiate the BP based on Region/properties etc.this is used to filter to find the BP’s in the Locator. After forming the attribute list these attributes are used in the SEGMENT BUILDERDrag and drop the filters to create profile, it will be come a profileWith the help of filters we build Profiles, on right clicking the filters we can create the target groups. TASK Carry out all the settings required for creating target groups using attributes hobbies, salaries and region. Solution: Note: Hobbies and salaries are not SAP standards, so define them as attributes and group them as attributes set. Ø       Define attributesØ       Define attributes setØ       Assign attributes sets to BP’sØ       Define Data Source and attribute listØ       Create filters. Profiles and target groups using segment builder 

Step1  

1

  • Click on Create attribute button
  • Maintain attribute, description and type
  • Repeat the above process and create attribute for salary

 Step2

2

Click on create attribute set button

  • Maintain attribute set, description BP category (person)
  • Put the attributes in the table you have created
  • Save

 Step3

3

 

  • Click on create assignment button
  • Enter the BP
  • Enter the attribute set
  • Click on the attribute hobbies check on values required for the BP
  • Then click on salary attribute
  • Maintain/select the value

 Note: These attribute values can be maintained for the new BP’sunder marketing attributes Data tab 

  • Open the BP
  • Go to Marketing Attribute data tab
  • Select the attribute set you have created
  • Click on assign attribute set button
  • Double click on the attributes
  • Select the values
  • Save

 Step 4

4

  • Click on create data source button
  • Maintain the origin type=attribute set
  • Give the name of attribute set and description

 If the data source is generated, it indicates by green bulb, if not generated indicate by gray. 

  • F3 (back)
  • Click on create attribute list button
  • Maintain description, category=campaign execution and segment type = campaign
  • Press enter
  • Click on assign data source button
  • Then in the popup list select BP info set and marketing attribute by pressing cntrl key
  • Click on continue
  • Expand the BP attribute info set, select the check box region
  • Select marketing attribute select hobby and salary
  • Save

 Check for the green bulb 

Step5 Segment Builder

5

  • For creating profile set
  • Click on create button
  • Select campaign execution –campaign
  • Enter the description of the profile set as PC27,give Master group if you have created otherwise no
  • Click continue

  In the segment builder we can find attribute list only

  • Click on the attributes drop down list
  • Select your attribute list created
  • We have to create filters in order to create filters right click on attributes(hobbies or salary or region)
  • Select create filter
  • Select the values click on continue
  • Give description and criteria a equal to

   

Sub Task (a)

 Create a profile and target group to find out how many customers are interested in playing cricketSolution: Drag and drop the hobbies –cricket (filter) on the modeling area.(this becomes a profile) Right click on the profile in the modeling area Select create Target groupIn order to open the target groupRight click on the target group select open target group A=(100,105,110,120,125,130)B=(100,105,115,122,125,130,135) KEEP=>(A INTERSECTION B)=(100,105,125,130)                   REMOVE=>A- (A INTERSECTION B) + (110,120) This above example depicts to know the BP whoa re interested in playing cricket but whose income does not meet the required value. 

Sub Task (b)

 Create a profile and target group to find out how many customers are interested in playing cricket and getting more tan 20,000 rupees per month. Solution:Drag and drop the filter crocket on the modeling areaDrag the filter greater than 20,000 rupeesPlace on the profile cricket and select KeepRight click on the profileSelect create target group 

 

Task – 1

 Create a profile and target group to find out how many customers are interested in playing cricket but not Getting more tan 20,000 rupees per month. Solution: Drag and drop the filter crocket on the modeling areaDrag the filter greater than 20,000 rupeesPlace on the profile cricket and select RemoveRight click on the profileSelect create target group Note1: A sub set can be created in a profile set,Right click anywhere in the modeling area select create subsetAfter creating right click and open 

Task – 2

 Try to get the outputs of task 2 and task 3 in one shot Solution:Drag and drop the filter crocket on the modeling areaDrag the filter greater than 20,000 rupeesPlace on the profile cricket and select SplitRight click on the profileSelect create target group Note: target groups can be generated for multiple profiles at a timeSelect all the profiles by holding ctrl keyClick on create target groups button select for selected profiles 

 

Task – 3

 Create a target group to find out how many customers are interested in playing cricket or tennis Solution: Create a subset and open itDrag and drop the filter cricket on the modeling area and alsoDrag and drop the filter tennis.Click on the create target group button Select for profile setsIn order to open the target group right click anywhere on the modeling area Select open target Note: Once a target group is generated for a profile or profile set they cannot be modified Note: A target group can be created without a profileRight click any where on the modeling area Select create target groupsTo add the BP open the TG and click on the button Insert Note: Target groups can be modified by adding or deleting BP’s at any point of time Right click on TG and see for all possible activities that can be performedThe post-processing steps are available for target groupsFor ex: splitting a TG into 2 or more TG’s.Right click on the TG select split TGSelect the rule  % ge based even distributionClick on execute. 

 

Conclusion  : You use this business process to separate your customer base into different segments, thus enabling you to contactthe resulting target groups more effectively in your marketing campaigns. To do so, you must know who your customers are, and have information on their interests and purchasing behavior. The existing marketing data on your business partners therefore makes a valuable contribution when modeling target groups for your marketing activities.The customer segmentation depends on the planned marketing activity. You create target groups from a variety of different data sources by combining selection criteria obtained from InfoSet queries, BI queries, and business partner master data. Target groups may be attached directly to marketing campaigns or used as additional criteria for product proposals. From CRM Marketing, the business partners in the target groups can be contacted by a variety of channels including SMS, e-mail, and telephone. You also have the option of contacting target groups directly without reference to a campaign. 

 

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1 Comment

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  1. Bernhard Escherich
    Hi Yanamadala,

    thanks for your blog with its clear description of the functionality. As I am working in the healthcare industry I would be very interested to get more insights from you about concrete examples how customer segmentation is used nowadays in the pharma industry.

    I am looking forward to your next contributions.

    Thanks and best regards,
    Bernhard

    (0) 

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