Process documentationSegmentation Locate this document in the navigation structure

 

You use this business process to separate your customer base into different segments, thus enabling you to contact the 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, BW 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.

Process

This graphic is explained in the accompanying text.

  1. Create marketing attributes (CRM Server)

    In addition to the attributes for your business partners and individual objects derived from master data and transaction data, you can also define additional attributes in CRM that describe your business partners (for example, hobbies).

  2. Create InfoSet (SAP ECC/CRM Server)

    In SAP CRM, you draw together business partner data from multiple sources, be it from a CRM, BW, or ERP system. You only need to create InfoSets in SAP ECC if you later want to select business partner master data during segmentation that has been saved in the SAP ECC system but not in the CRM system.

  3. Create query (SAP NetWeaver BW)

    You only need to carry out this step if you want to choose from key figures or attributes in the BW system. BW queries enable you to enhance your segmentations with transaction data.

  4. Define and prepare data sources (CRM Server)

    Data sources can contain data from attribute sets, BW queries, and InfoSet queries.

  5. Create segmentation basis (CRM Server)

    You create one or more segmentation bases as a form of data pre-selection. Various standard programs are provided for this task. These can be supplemented according to requirements. Segmentation bases can also be created from target groups during segmentation. They are transferred to the BW system.

  6. Create profile set (CRM Server)

    You create a profile set. The profile set can include several profiles, target groups, as well as additional profile sets.

  7. Combine attribute values to create marketing profiles (CRM Server)

    Using the attributes and attribute values created previously and combined in attribute lists, you can combine the required selection criteria into marketing profiles to determine precisely the business partners to whom you want to tailor your marketing activity. If necessary, you can add additional personalized attribute values to an attribute list at this point.

    For more information about working with marketing profiles, see Working with Profiles in the Graphical Modeler.

  8. Optimize marketing profiles and profile set (CRM Server)

    By defining an upper size limit for your target group size, you can reduce your marketing segments to the correct size with the aid of size reduction rules.

    You can use the RFM analysis to optimize your profiles so that the target group only contains business partners who are highly likely to respond to a campaign. For more information, see Using RFM Analysis in Segmentation.

  9. Create clustering model (SAP NetWeaver BW)

    You create a clustering model with the relevant dimensions and weighting. The dimensions are the input criteria for the clustering. On a technical level, they are the model fields of a clustering model. For more information, see Clustering.

    If you do not know which dimensions need to be considered in clustering, you can use the decision tree of the data mining method to determine the most important dimensions from a larger amount of possible dimensions and then apply them in clustering. For more information, see Data Mining.

  10. Train and execute clustering model (SAP NetWeaver BW)

    While training the model, the system determines the customer segments in the BW system. To train the model, you use a BW query that provides the data on your customers that is collected in the customer knowledge base. The system groups customers together by shared properties and creates clusters – and thereby customer segments. Each customer is assigned to exactly one customer segment.

    For information on the extractors required, see:

  11. Transfer results of clustering model (SAP NetWeaver BW)

    There are several methods of transferring the clustering results from the BW system to the CRM system. You can use the analysis process designer to transfer the updated master data attribute in the BW system to a marketing attribute.

  12. System creates target group (CRM Server)

  13. Create target group (CRM Server)

    You can generate a target group from the profile. The system then queries the customer database for the selection criteria contained in the profile.

  14. Optimize target group (CRM Server)

    You can further adjust the target group you created by performing the functions Merge, Remove, or Intersect. You can also reduce the target group to a specific size, split it into several target groups, or compare it with other target groups. You can also perform deduplication for a single target group or all target groups of a profile set to ensure that individual business partners are not contacted more than once.