Web Analysis 

Purpose

You can use this business process to record system information and customer behavior from SAP CRM. The recorded data can then be analyzed by SAP BW. SAP BW analyzes both the technical aspects regarding the availability and performance of Web servers and Web pages, as well as customers’ action on individual Web pages.

You can record the following customer actions:

·        Registration in the Web shop

·        Logging on to the Web shop

·        Calling up catalog areas

·        Searching for products

·        Calling up products

·        Putting a product into the current transaction or shopping basket

·        Deleting a product from the current transaction or shopping basket

·        Changing a product from the current transaction or shopping basket

·        Deleting a shopping basket

·        Creating a purchase order

Prerequisites

·        You are using SAP Business Information Warehouse (BW).

·        You are using the necessary TeaLeaf components for recording customer behavior in the Web shop.

·        You have set the option to record customer interactions in the web.xml file in Extended Configuration Management (XCM). For more information about Extended Configuration Management (XCM), see SAP Service Marketplace under service.sap.com/crm-inst.

...

·        You have set the property-file, type and application parameters in the file init-config.xml. For more information about Extended Configuration Management (XCM), see SAP Service Marketplace under service.sap.com/crm-inst.

·        You have updated the SAP J2EE Server with TeaLeaf specific files. For more information about TeaLeaf, see Web Event Capture and E-Analytics Guide.

Process Flow

       1.      Enroll (only B2C)

You enroll in the Web Shop (only B2C).

       2.      Log into Web Shop

You log into the Web Shop with your user ID and password. SAP CRM checks the business partner/Internet user.

       3.      Call up catalog areas

You call up the catalog areas you are interested in and navigate to the products you wish to order.

       4.      Search for and call up products

You search for and call up products.

       5.      Maintain items in shopping basket

The system creates a shopping basket as soon as the customer has transferred the first product to the shopping basket. The shopping basket is updated if the customer orders further products. Customers can still make changes to the shopping basket before ordering. For more information, see Shopping Basket.

       6.      Delete shopping basket

       7.      Create an order

You create an order for the products you would like to order.

       8.      Record events with customer data and products

SAP CRM captures all the orders that were created along with the user data.

       9.      Save and transfer recorded event data

SAP CRM saves and transfers recorded event data to TeaLeaf.

   10.      Update information based on events and CRM data

Events and CRM data are imported from TeaLeaf to SAP BW and the data is updated.

The recorded data is analyzed in SAP BW. Data can be analyzed either on its own or together with data from other data sources (SAP R/3, mySAP CRM, Web log files).

   11.      Monitor attractivity of the Web shop

You can monitor attractiveness of Web Shop by analyzing the time spent by a customer in the Web Shop.

   12.      Monitor conversion rate

You can generate a report on conversion rate in SAP BW.

   13.      Monitor retention rate

You can generate a report on retention rate in SAP BW.

   14.      Monitor use of additional services

You can monitor the usage of additional services in the Web Shop.

   15.      Monitor technical status of Web site

You can generate a report on the technical status of the Web site.

For more information, see SAP Help Portal under SAP NetWeaver ® Business Information Warehouse  ® BI Content  ® Customer Relationship Management  ®CRM Analytics ® Interaction Channel Analyses ® E-Analytics  ® E-Selling Analysis or Web Site Monitoring.