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How Utilities Can Leverage the Segmentation Application to Identify Target Groups

You’ve read why you should integrate SAP S/4HANA Utilities with SAP Marketing Cloud, and now you’re likely wondering how you can use the capabilities of SAP Marketing Cloud on your replicated IS-U data. In this installment of the SAP Marketing Cloud for Utilities blog series, you’ll read in the below sections how you can use the Segmentation application of SAP Marketing Cloud to precisely specify different consumer groups to whom you can target for marketing activities, such as marketing campaigns.  

To access the Segmentation  application, log on to your SAP Marketing Cloud account and click on the Segmentation Modeling tile, as illustrated below: 

Segmentation Application tile in SAP Marketing Cloud 

 

All Consumers without Paperless Billing

You can create a segmentation model to identify consumers who haven’t opted in to paperless billing. In the Segmentation application, you can query this data by using the All Consumers segmentation profile and then the Agreement Correspondence Medium attribute set to <> EMAIL, as illustrated below:

Segmentation Model for All Consumers without Paperless Billing

The segmentation model illustrated above shows that, out of the 49 691 consumers, there are 2 202 who haven’t opted in to paperless billing.

The correspondence medium of an Agreement is replicated from the Contract Account’s BP disp. Ctrl field in IS-U, as illustrated below:

Screenshot of CAA2 transaction – Contract Account Change – Dispatch Control Field

All Consumers with Active Electricity Contracts and who are paying via Direct Debit

You can create a segmentation model based on consumers who’ve selected the Direct Debit as their payment method. In the Segmentation application, you can query this data by selecting the All Consumers segmentation profile. From there, to identify the customers with active electricity contracts, create a segment using the Agreement Type attribute set to 01 (Electricity) and the Agreement End Date attribute. Lastly, to identify the consumers who have selected Direct Debit as their payment method, you can create a segment using the Agreement Payment Method attribute with the value DD (Direct Debit). The resulting segmentation model is illustrated below:

Segmentation Model for All Consumers with Active Electricity Contract with the Direct Debit Payment Method

To adjust this segmentation model to target all consumers who haven’t selected the Direct Debit payment method, you simply need to set the Agreement Payment Method attribute to another value, such as BC (Bank Collection).

All Consumers Who Moved In During the Last 30 Days and Have an Active Electricity Contract

You can create a segmentation model based on consumers who not only completed a move in during the last 30 days but also have an active electricity contract. In the segmentation application, you can query this data by first selecting the All Consumers segmentation profile. Then, you can create a segment using the Agreement Type attribute set to 01 (Electricity), the Agreement End Date attribute set to a date in the future and lastly, the Agreement Start Date attribute set to Last 30 days, as illustrated below:

Segmentation Model for All Consumers Who Moved In During the Last 30 Days and Have an Active Electricity Contract

All Consumers with Premises in Walldorf, Germany, and Segmented by Division Category

You can create a segmentation model based on consumers who not only have premises in Walldorf, Germany but also an electricity or natural gas contract. In the segmentation application, you can query this data by selecting the All Consumers segmentation profile, the Agreement Country attribute, the Agreement City attribute, and then the Agreement Type attributes as illustrated below:

Segmentation Model for All Consumers with Premises in Walldorf, Germany, and Segmented by Division Category

Note: The data model required for this segmentation example is available with the 1902 release of SAP S/4HANA Utilities integration with SAP Marketing Cloud. The integration of this data model with the Segmentation application has been enabled in the 1905 release.

 

We’ve seen how the Segmentation application on SAP Marketing Cloud could be used to identify target groups based on various criteria. This will help you have a better understanding of your customer data. It will also enable you to launch marketing campaigns that are tailored for the distinct groups that you’ve identified with the Segmentation application.

SAP S/4HANA Utilities Integration with SAP Marketing Cloud is delivered with a preset of attributes that can be used to create segmentation models. If you’d like to create segmentation models using additional fields from IS-U, make sure to read How Utilities Can Enrich Their SAP S/4HANA Integration with SAP Marketing Cloud by Using Custom Fields

For more information about how you can leverage the Segmentation application of SAP Marketing Cloud to enrich your marketing activities, see the following documentation on SAP Help Portal:

If you encounter any issues with SAP S/4HANA Utilities Integration with SAP Marketing Cloud, please create a support ticket for the component IS-U-CS-MA.

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