Increase Campaign Efficiency by Integration into Real-Time Customer Segmentation
After reading the Real-Time Customer Segmentation in SAP Hybris Marketing Rapid-Deployment Solution blog, you might have wondered how the identified customer target groups can be used in your SAP CRM sales and marketing processes. Imagine, for example, that you are a marketing professional who wants to create a campaign addressing a customer segment that has been identified during the audience targeting process. Of course you would expect the customer segment information to be available in your campaign management system so that you can assign the customer target group to your campaign.
This integration between SAP Hybris Marketing and your campaign management system is available out-of-the-box if you use SAP CRM for sales or marketing.
In the System
For this integrated process, you start with the segmentation application in SAP Hybris Marketing and create a segment for the SAP CRM customers that you want to address. For the segment you create a target group with a one-click action. This target group is automatically replicated to SAP CRM and can be displayed as “embedded object” within SAP CRM:
In your SAP CRM campaign, you assign the target group in the Segments assignment block. Once you start the campaign execution, all customers assigned to the target group will be contacted.
If your campaign is not executed right away but planned for the future, an additional feature allows you to ensure that the customers included in the target group are kept up-to-date automatically. For example, if new customers are entered in SAP CRM and their attributes comply with the attribute definition you used in the segmentation, they can automatically be added to your target group that is assigned to your campaign. Or if you delete or update existing SAP CRM customer data, this can be reflected in the target group as well. In that way you can be sure that when the campaign execution starts, only the relevant customers will be contacted.
The SAP Hybris Marketing rapid-deployment solution deploys in 9-12 weeks and includes detailed end-user documentation of the “Integration into Sales and Marketing” business process and how to execute it in your system. It also provides you all the configuration information to set up SAP Hybris Marketing as well as the integration into SAP CRM.
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