Lead Analysis 

Purpose

In this process, you analyze the success, efficiency, and processing over time of your lead management. For example, you can measure the success and efficiency of leads generated in a particular period of time, or through a particular channel, such as campaigns or the Internet. You can also track the progress of lead creation and processing over time, or in different products, or in different organizational units.

Process Flow

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        1.      SAP CRM uses leads to provide the data collected in the operational processes.

        2.      By regularly extracting data from SAP CRM into SAP BW, the system updates the lead data in SAP BW.

        3.      In SAP BW, you analyze whether the communication channel used for a lead was appropriate.

For this analysis, you can use the query Lead Management: Channel Analysis (0MKTG_C01_Q0001).

        4.      You analyze the efficiency of the lead qualification process and that of the lead teams.

For this analysis, you can use the query Lead Management: Efficiency Reporting (0MKTG_C01_Q0002).

        5.      You analyze the degree of difficulty in transforming a lead, for example, into an opportunity.

For this analysis, you can use the query Lead Management: Qualification Level (0MKTG_C01_Q0003).

        6.      You analyze and compare the development of leads over different periods (for example, comparing several quarters or years).

For this analysis, you can use the query Lead Management: Historical Evaluation (0MKTG_C01_Q0004).

        7.      You analyze lost leads and the reasons why these leads were lost.

For this analysis, you can use the query Lead Management: Lost Leads (0MKTG_C01_Q0005).

For more information about the delivered queries for lead analysis, see the documentation in the SAP Library for SAP BW under BI Content ® Customer Relationship Management ® Marketing ® Queries.

For more information about the SAP BW analysis tool Business Explorer, see the SAP Library for SAP BW under Business Explorer.