SAP CRM on HANA High Volume Segmentation vs. SAP CEI – Audience Discovery and Targeting powered by SAP HANA

I regularly present the new SAP HANA based application “SAP Customer Engagement Intelligence” (CEI) to customers
and partners. One application of the CEI suite is called “Audience Discovery and Targeting” (ADT) and used for prospect and customer segmentation.

The question that arises in the audience is typically:

“In which cases do you recommend utilizing the new SAP HANA based application CEI-ADT rather than the High Volume Segmentation capabilities of a SAP CRM on HANA when it comes to large numbers of segmentation objects (i.e. several millions of customer records)?”

Below table should provide you with some insights into the key differentiators of the two solutions to help you deciding the best fitting solution approach for your requirements.

One of the most compelling arguments for HANA based applications is certainly performance related. To get a feel for numbers and the throughput achievable with the new solution, product development group did an E2E performance test with a sample of 15 million customer records.

The process starts with loading the data with SAP SLT from the source system to the HANA DB. Based on that sample a customer segmentation process is
initiated using Country/ City as filter criteria. Next steps are target group creation from the segmentation model and target group member replication to a
connected SAP CRM system.

Impressive, isn’t it?