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Process documentation Campaign Automation in the Different Channels Locate the document in its SAP Library structure

Purpose

Campaign automation allows a user, typically a marketer, to integrate the following business scenarios into the modeling of an automated marketing campaign:

These scenarios, as well as the necessary Customizing settings, are described below.

 

Interaction Center scenario

A company is running the SAP CRM system and uses the marketing functions to run its marketing activities.

The extended e-mail function of the Interaction Center (IC) allows agents to process outbound and inbound e-mails, as well as the fax messages and scanned letters.

For an inbound e-mail, the inbound e-mail is first prepared for Interaction Center with workflow template WS14000004 (IC: handling mail receipt). First, the e-mail sender address is used to determine the business partner. Then, where required, an automatic confirmation of receipt is created and sent to the business partner. In a marketing scenario, campaign element determination uses different search methods to determine the campaign element responsible for the inbound e-mail. Finally, the workflow priority is changed according to the business partner category and an IC agent is set as the person responsible.

 

The following standard IC settings are required for the IC scenario:

 

q       Configuration of the Structure linkextended e-mail function in Interaction Center (IC)

You do this via the SAP menu path Interaction Center ® Administration ® Extended E-mail Function

 

q       Customizing for workflow template WS14000004 (IC: handling mail receipt)

 

 

The following additional IC settings are required for campaign automation:

 

q       Definition of the Marketing recipient address via transaction Inbox distribution: settings for determining recipients (SO28).

 

q       In order to perform campaign determination in the workflow, the following activity must be completed in Customizing: Interaction Center WinClient ® Component Configuration ® Visible Components ® Application Area ® Extended E-Mail Inbox Settings ® Activate Extended E-Mail Inbox, set the Campaign Automation flag to active (standard setting).

Campaign element determination then determines the campaign element responsible for the inbound e-mail. Different search methods are provided within this search function, which are performed sequentially until a unique campaign element has been determined. The following search methods are provided:

1. Search by MIG. This is a unique key that can be used to identify the campaign element. When a mail is sent, a key is written in the mail.

2. Search by sender address for the mail sent. When the mail is sent, you must ensure that the sender address is assigned to only one campaign element.

3. Search by all campaign elements for the business partner

4. Business Add-In for implementing customer-specific campaign element determination.
If automatic campaign determination cannot find a unique campaign element in the e-mail inbox distribution, then the agent in IC must select a campaign element manually using F4 Help. F4 Help displays all campaigns and campaign elements that are currently running for the business partner who sent the mail. The contact tracking table forms the basis for this search.

q       During processing of inbound e-mails in the transaction type to be created in IC (in standard Customizing, this is transaction type 0004 Inbound e-mail), assign the action profile CAMPAIGN_AUTOMATION_ACTIVITY predefined in Customizing.
See the Customizing activity: Marketing Planning and Campaign Management ® Campaign Automation ® Activities for Campaign Automation.

 

Survey scenario:

A company is running the SAP CRM system and uses the marketing functions to run its marketing activities.

During a special marketing campaign, the company’s marketing department sends an e-mail (or alternatively a fax or a letter) with an accompanying text and a URL. This is done from within a campaign element, and the e-mail is sent to a group of business partners.

Example:    Dear Ms Jones,

            we are very pleased to announce the opening of one of our subsidiaries near your neighborhood.  For this reason, we are organizing an ‘Open day’ next Sunday, 8th of June 2003.

            You and your family are cordially invited!  If you would like to attend, please complete the survey at our Web-site and save your answers (press the ‘Save’ button when you are done).

            Best regards,

            The FOODMALL Marketing Team.

When the recipient enters this URL in a Web browser, a survey is displayed. The recipient completes the survey and sends it (by pressing the ‘Save’ button) to the company’s SAP CRM system. The system then uses the answers specified in the survey to determine appropriate additional marketing activities for the original recipient of the e-mail.

Example:    The recipient of the original e-mail has answered “Yes” to the survey question “Would you like to attend our Open Day?”.

            Based on this answer, the SAP CRM system determines that a ticket for the ‘Open Day’ needs to be sent to the recipient.

 

The following, survey-specific Customizing settings need to be made in order to use the SURVEY scenario:

·         Creating a questionnaire in marketing
You do this in Customizing activity: Customer Relationship Management ® CRM Cross-Application Components ® Survey Suite.

·         Assign function module CRM_MKTCA_SURVEY_MKT_PAI as PAI Callback for the marketing survey application
You do this in Customizing activity: Customer Relationship Management ® CRM Cross-Application Components ® Survey Suite, pushbutton Survey Repository, then in the menu: Goto ® Register application.
(Alternatively, you can also enter function module CRM_MKTCA_SURVEY_MKT_PAI as PAI Callback in the survey attributes of every survey used in the survey scenario.)

For every inbound survey used in the SURVEY scenario in the SAP CRM system, an activity with transaction type 0000 is created, where this has not been overwritten by implementation of BAdI CRM_MKTCA_SVY_PAI.
If you want to display the underlying, completed survey within the activity that is created (transaction CRMD_BUS2000126), the following settings are necessry:

·         Activate survey determination for transaction type 0000
You do this in Customizing activity: Customer Relationship Management ® Transactions ® Settings for Activities ® Questionnaires ® Define Determination for Questionnaires.
Maintain an entry there as follows:
Determination = (any, as yet unused key)
Description = (any)
Transaction type = 0000
Active = E
(Alternatively, you can also create the above entries for a copy abcd of transaction type 0000, but you must then implement BAdI CRM_MKTCA_SVY_PAI appropriately to ensure that the activities created for the inbound survey are created with this new transaction type. See the default coding of this BAdI.)

 

Internet Sales scenario B2C/B2B:

A company is running the SAP CRM system and uses the marketing functions to run its marketing activities.

During a special marketing campaign, the company’s marketing department sends an e-mail (or alternatively a fax or a letter) with an accompanying text and a URL. This is done from within a campaign element, and the e-mail is sent to a group of business partners.

Example:    Dear Ms Jones,

            we are very pleased to announce the opening of one of our Internet shop. We have prepared a range of special offers to celebrate the event.

Interested?

Then just visit us at our Web-site!

            Best regards,

            The FOODMALL Marketing Team.

When the recipient enters this URL in a Web browser, they enter the Internet shop Web-site. The recipient navigates through the shop and may or may not order one or more of the products, which would then cause the creation of a sales order in the company’s SAP CRM system. The system then uses the order made by the recipient of the original e-mail to determine additional marketing activities to be targeted at that customer within this marketing campaign.

Example:    The recipient of the original e-mail has ordered two products in the Internet shop.

            Based on this order, the SAP CRM system determines that the recipient should be sent a survey, in which he/she evaluates his/her level of satisfaction with the order process.

 

The following Customizing settings need to be made in order to use the Internet Sales B2C/B2B scenario:

Creation of a transaction type for the Internet Sales B2C scenario and one for the Internet Sales B2B scenario
You do this in the Customizing activity: Customer Relationship Management ® Transactions ® Basic Settings ® Define Transaction Types.
To do this, you copy the supplied transaction type ISBC or ISBB and assign them to the predefined activity profile CAMPAIGN_AUTOMATION_ISALES (BUS2000115)
See Customizing activity: Marketing Planning and Campaign Management -> Campaign Automation -> Actions for Campaign Automation.

 

·         Set up item category determination for the new transaction types
You do this in the Customizing activity: Customer Relationship Management ® Transactions ® Basic Settings ® Define Item Category Determination.
Set up item category determination according to determination for transaction types ISBC or ISBB.

Also, the new transaction type for each corresponding scenario (B2C or B2B) needs to be assigned as an ‘Order type’ to the Internet shop used in the ISA B2C/B2B scenario. You do this in the ‘Maintain Web Shop’ Internet Sales function.

 

 

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