Target markets shift, grow, evolve and appear, it sometimes seems, overnight. Managing a targeted marketing or sales campaign can be difficult if you’re not using the capabilities of SAP HANA to sift through your target market data in real time—and give you the latest, most concise target audience possible. Sure, missing a few customers might be fine if they are $5 or $10 sales, but what about $1,000 purchases like a TV, $15,000 purchases like an entry level vehicle, or $50,000 purchases like a piece of medical equipment? Missing the mark on 50, 1,000 or 10,000 of them could mean the difference between meeting your quarterly goals and falling short.

That is where real-time data about your market can help. Sifting through market data can be time and resource intensive. However, there are ways to automate it. This blog is about how you can accelerate audience targeting processes with the power of SAP HANA.

One of the processes covered in the SAP Hybris Marketing rapid-deployment solution is Marketing Segmentation. This process is based on the segmentation capabilities of SAP Hybris Marketing.

The Marketing Segmentation process is of interest to you if you want to

  • Identify the right target audience for your marketing and sales activities
  • Run real-time segmentations for large customer populations
  • Optimize target groups leveraging a variety of segmentation attributes and analytics
  • Execute and manage campaigns

Marketing Segmentation Overview

A sample use case of Marketing Segmentation is a company that intents to launch a campaign for a new product. A sales or marketing analyst is responsible to identify the right target audience for the campaign. The analyst segments the customer base according to the relevant criteria such as location, age, gender, and diverse sales and financial information. After identifying the most promising segments, the analyst creates a target group that can be used in the campaign.

Here is a screenshot of the segmentation application:

ADT.jpg

As you can see in the screenshot, on the left side all attributes belonging to the chosen segmentation profile are available.

ADT_Attributes.jpg

You are able to drag and drop them into the segmentation area on the right. By dragging and dropping attributes (such as country, city, diverse key figures, etc.) onto a segment in the area on the right, the solution displays the number of customers per attribute value in the lower part of the screen. This happens real-time at the speed of SAP HANA.

ADT_Preview.jpg

With that information, you can easily decide which customers you want to address, for example, with a campaign. With one-click actions, you can create one or more segments for these customers. The segments are displayed in a tree-like structure on the right side of the screen, and each segment can represent a target group of your customers that you can directly address.

ADT_Segments.jpg

For more background information on segmentation use cases and challenges, refer to these blogs:

Segment Like Never Before: The Data Is All Over the Place

Segment Like Never Before: Marketing Gets A Handle On Big Data

Segment Like Never Before: Harmonizing Marketing and IT

The SAP Hybris Marketing rapid-deployment solution deploys in 9-12 weeks and includes detailed end-user documentation of the business process and how to execute it in your system. It also provides you all the configuration information to set up Marketing Segmentation. The best practices documentation describes how to segment customer data coming from SAP ERP or SAP CRM. If you want to segment data coming from non-SAP systems, this option is supported as well. In this case you would use the best practices content to set up the basis configuration, and then define the data upload in a customer project.

Customers and partners can find the configuration and process documentation on the SAP Service Marketplace which requires access rights. Use this navigation: https://service.sap.com/rds-ymkt.

If you want to load data from non-SAP sources, refer to the rapid data load for SAP Hybris Marketing solution: https://service.sap.com/rds-dlh

Further References

If you are interested how Marketing Segmentation can integrate with your SAP CRM system, refer to this blog: Increase Campaign Efficiency by Integration into Real-Time Customer Segmentation

Information on the Marketing Insight solution as covered by the SAP Hybris Marketing rapid-deployment solution can be found here: Strategic Revenue and Margin Analysis in SAP Hybris Marketing Rapid-Deployment Solution

The additional SAP BusinessObjects content available for the rapid-deployment solution is described in this blog: SAP BusinessObjects Dashboards and Reports for SAP Hybris Marketing RDS.

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  1. Susanne Knopp

    At SAPPHIRE NOW in Orlando we´ll present & demo SAP CEI, show customer experiences, and you´ll have the possibility to meet the experts.

    Here´s a list of sessions about SAP CEI @ SAPPHIRE NOW 2014!

    Best regards,

    Susanne

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