Campaign Management covers the complete process for running a campaign starting with market analysis, continuing with execution of the campaign, and ending with the closure of the campaign and analysis of the results.
Once a campaign has been set up, it can be tracked throughout its duration and the results used in future planning.
The process below shows the possible steps that are involved in a complex campaign. Here we see, for example, how the different systems interact with the Customer Relationship Management (CRM) System; for example, how you can assign direct marketing expenses to accounting objects, as well as handle detailed postings in the R/3 System, and how you can analyze campaign attributes and carry out the necessary budgeting and performance monitoring in Business Information Warehouse (BW)/Strategic Enterprise Management (SEM). A distinction is also made between the CRM Mobile application and CRM Server Application. Mass deployment and execution of campaigns in field sales is carried out in CRM Mobile.
SAP CRM System (Release 3.0 SP02)
SAP BW System (Release 2.1C) SP08 with SEM AddOn 3.0B SP08
SAP R/3 System with Financials component (Release 4.0B or higher) SP38
SAP R/3 Plug-in PI 2001.1
SAP Mobile Client 3.0 with Middleware integration
CRM Customizing Activities
In Customizing for Customer Relationship Management, you have:
- Defined the settings for connecting to other systems under Marketing ->Marketing Planning and Campaign Management -> System Landscape
- Defined the settings for segmentation. See Marketing -> Segment Builder
- Defined the settings for communication channels. See Marketing -> Marketing Planning and Campaign Management -> Define Communication Medium
- Defined the settings for Interaction Center and Internet Sales. See Internet Sales / Customer Interaction Center
- Defined an editing mask for marketing elements in CRM. See Marketing -> Marketing Planning and Campaign Management -> Basic Settings -> Define Editing Mask for Marketing Elements
- Defined the settings for Key Figure Planning. See Marketing -> Marketing Planning and Campaign Management -> Key Figure Planning
- Defined the settings for allocation planning. See Marketing ® Marketing Planning and Campaign Management ® Allocation Planning
- Defined the campaign type under Marketing -> Marketing Planning and Campaign Management -> Define Campaign Type
- Defined objectives under Marketing ->Marketing Planning and Campaign Management -> Define Objectives
- Defined strategies under Marketing ->Marketing Planning and Campaign Management -> Define Tactics
- Defined priorities under Marketing -> Marketing Planning and Campaign Management -> Define Priorities for Marketing Elements
- Assigned condition groups under Marketing -> Marketing Planning and Campaign Management -> Assign Condition Groups
BW System Activities
In the BW System, you have checked that:
- InfoSource 0CRM_MKTELM is active in the Administrator Workbench
- Transfer rules for DataSource 0CRM_MKTELM5_ATTR have been correctly assigned for the source system in the Administrator Workbench
Customizing Settings in R/3
In Customizing for R/3, you have:
- Created a project profile. See Project System -> Structures -> Templates -> Standard Work Breakdown Structure -> Settings for Standard and operative WBSs -> Create Project Profile
- Defined a project coding mask. See Project System -> Structures -> Operative Structures -> Work Breakdown Structure (WBS) -> Project Coding Mask -> Define Project Coding Mask
Customer Behavior Analysis, Customer Profitability Analysis and Customer Lifetime Value Analysis: Overview.
Once you have carried out this analysis, you can then start to plan the campaign. See Creating a Marketing Plan and Campaign. The campaign hierarchy is automatically saved in BW once it has been saved in CRM.
You assign attributes to the campaign. These are attributes such as campaign type or campaign objective and are defined in Customizing. Once the attributes are saved to the campaign, they are transferred to BW.
To be able to carry out your campaign, you need to create a target group of business partners that should be addressed by the campaign. See Target Group Creation.
Depending on the method of communication you choose for the campaign (as defined in Customizing), you create mail forms or IC (Interaction Center) scripts for addressing these potential customers and assign these to the campaign.
- You first carry out market analysis in BW. This could be, for example, an analysis to determine which product should be marketed in a campaign, and which customers the campaign should be directed towards. The results of this analysis can be used as a basis when setting up a new campaign. For examples of possible types of analysis, see
See Executing Marketing Campaigns.
You can allocate catalogs Assigning Catalogs and Catalog Variants, individual products Assigning Products, collaterals Executing Marketing Campaigns and attachments Assigning Documents to the campaigns, as required.
You also have the option of using key figures to plan budget, revenue expectations and other aspects of the campaign. These figures are used as a basis for reporting. See Carrying Out Key Figure Planning.
The system then posts this data to BW/SEM InfoCubes to be used for evaluation.
You can implement allocation planning to determine exactly how resources should be allocated . For example, you can determine how many products should be assigned to each potential customer. See Allocation Planning: Process.
The system transfers these allocations to BW for reporting purposes.
Once you have carried out all of the necessary campaign planning, you change the status of the campaign to released so that campaign activities can get under way. See Status Management
At this point, you can transfer the campaign to R/3 to carry out a detailed analysis of the direct campaign costs. The direct costs for the campaign can be recorded in the Project System in a work breakdown structure. See Transferring a Marketing Project to the R/3 System
The system can then accrue the costs to the Profitability Analysis component where you can see an overview of all direct costs. See Actual Costs.
The system then updates this information in BW.
You can now start campaign execution. To do this, you first transfer the target groups to the channels by which they are to be addressed.
- If the campaign is to be carried out by field sales employees, the target group is duplicated in Mobile Sales. Here the system creates an activity for each business partner in the target group and enters these in the calendar for the responsible field sales employee.
- If the campaign is to be carried out via Outbound Telesales, the system sends the relevant data to the Interaction Center. Here the system creates a call list for each of the call center employees.
- If the campaign is to be carried out by E-mail, letter, fax or SMS, the target group is transferred to the appropriate channel and sent out via this method.
Customer Visit / Order Entry.
If the campaign is executed online, it is executed through Outbound Telesales / Lead Management or Order Process in B2B Internet Sales / Order Process in B2C Internet Sales.
The system monitors these campaign activities, and updates the activity information to BW.
The overhead costs for these activities are transferred to R/3. For example, the costs from telephone calls if the campaign is executed via the Interaction Center.
The system can then assess these costs in the Profitability Analysis component and update the results in BW.
Once the campaign has been executed, the system can analyze the campaign in BW and measure its success.
- If the campaign is executed via CRM Mobile, campaign activities can be carried out directly on location with the customer. See