Object documentationAttribute

 

An attribute describes a business partner or product.

During segmentation you use attributes as filter criteria. The attributes can originate from the following:

  • Business partner master data, for example "age", "gender", "address", or product master data, such as "price"

  • Master data/transaction data from SAP NetWeaver Business Warehouse, for example "number of purchases per month"

  • Attributes created specially in CRM for marketing purposes (marketing attributes), for example "hobbies". Such attributes are combined to create attribute sets.

 

Attributes are used as criteria for differentiating between business partners or products. You can use attributes to perform individually tailored marketing activities; when you create an attribute, you usually have a specific kind of marketing activity in mind.

During segmentation, you support the modeling of segments by combining attributes in attribute lists.

The following applies to marketing attributes:

  • You can create attributes and attribute values in different languages. To do so, having first saved an attribute, choose Translate.

  • You have the option to create attributes using a template. You can change the default attribute values or add new values.

  • You can use the Default checkbox to determine whether an attribute value should be used as the default value for a business partner or product.

  • To improve system performance, you have the option to save data for individual attributes to a buffer so that they do not need to be redetermined every time. When creating the attribute list, enter a number of days in the attribute properties under Days Until Expiry. For more information, see Customizing for Customer Relationship Management under Start of the navigation path Marketing Next navigation step Segmentation Next navigation step Classic Segmentation Next navigation step Configure Caching for Attributes End of the navigation path.

Example

Let us suppose that you work for an Internet bookstore and want to use the attribute "Favorite Genre" for marketing activities.

  1. Create the attribute "Favorite Genre" in an attribute set.

  2. Enter Character Format as the format. If you only want one genre to be selected, leave the Multi Value checkbox blank. Since you want this information to be mandatory for all business partners, select Entry Required.

  3. Enter the possible values for this attribute, for example in this case "Novels", "Detective Stories", "Audio Books", "Children's Books", "Guide Books".

  4. You can also specify that a given attribute value is to be proposed as a default value, for example "Novels".

More Information

Specifics for Mobile Sales (Laptop): Marketing