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Process documentation Marketing Plan Analysis Locate the document in its SAP Library structure

Purpose

It is very important that you have a method of analyzing your marketing plan.

You can use SAP R/3 CO-PA, for example, to carry out a detailed profitability analysis. During sales order replication, the corresponding profitability segment with the attribute marketing segment is determined. Direct costs are deducted from the corresponding WBS element and added to the profitability segment marketing element, thereby allowing profitability analysis.

 

Data from SAP R/3 CO-PA is extracted to SAP BW. You can carry out a plan/actual analysis for the marketing plan in SAP BW. This is where you use the planned data from key figure planning.

 

Process Flow

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       1.      The system provides campaign, sales or activity data from SAP CRM.

       2.      The system provides profitability data from the SAP R/3 System.

       3.      This data is used to update the marketing plan in SAP BW.

       4.      You can monitor the response and success rates.
To do this, you use the query Marketing Success Measurement (Plan vs Actual) 0CRM_MC05_Q0012.

       5.      You can monitor open orders.
To do this, you use the query Incoming Orders 0CSALMC02_Q0001.

       6.      You can compare planned and actual revenues and costs.
To do this, you use the query Marketing Costs (Plan vs Actual) 0CRM_MC05_Q0013.

For more information on the existing analysis methods, see the SAP Library under SAP Business Information Warehouse ® Business Content ® Customer Relationship Management -> Marketing.

For more information on the analytics tool in SAP BW, the Business Explorer, see the SAP Library for SAP BW under Business Explorer.

 

 

 

 

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