Graphical Modeling

The graphical modeler interface was designed specifically for two different user roles. One of these is the database specialist, who is responsible for preparing the required selection criteria in attribute lists, which then appear on the modeling interface. The other is the marketing expert who uses this data to model segments.

The graphical modeling is performed in steps and is visualized in the form of a hierarchically arranged tree structure, from top to bottom. The icons show you which actions have been performed during modeling.

When creating target groups, you can define the target group without generating it. It is possible to define a target group in the segmentation model but to generate the target group at a later point in time, or to generate the target group at regular intervals. You can generate several target groups at once by generating the entire segmentation model.

Integration

Since the graphical modeler was specifically designed for use in marketing planning and campaign planning, it is integrated with the campaign/trade promotion, from which it can also be accessed.

Integration with Analytical CRM enables you to run RFM analyses.

Prerequisites

You have made the Customizing settings for how the distribution of attributes is to be represented in the details area of the graphical modeler (pie chart, bar chart, and so on).
You can find these settings in Customizing for Customer Relationship Management, under Marketing Segmentation General Settings Define Attribute Types and Assign Attribute Types to Display Types .
You have created one or more attribute lists that contain all the attributes required for segment modeling.

Features

Functions and navigation in the modeling interface

The design and functionality of the graphical modeling interface is illustrated in the following figure:

This graphic is explained in the accompanying text.

The modeling interface is divided into the following areas:

Favorites
You can drag filters from the attribute lists, as well as individual attributes and segments, into the favorites area if you often use these for modeling.
Locator area
You can use the search function to search for all attributes and attribute lists that can be edited during segmentation. You can drag attributes from the locator area and drop them in the staging area.
Staging area
The area where the segment modeling takes place. You drag the relevant attributes from the locator area to the staging area and “drop” them onto the segment to determine how the attribute is combined with other attributes. When the cursor is placed over the segment, the system displays the three options Keep, Exclude, and Split.

The following functions are available in the graphical modeling interface:

Modeling using drag and drop
For more information about which operations on the modeling interface are possible using drag and drop, see Drag and Drop for Segmentation Elements in the Graphical Modeler.
Context menu for segments and target groups
In the user settings, each user can define how he or she wants to call up the context menu for segmentation elements. You can call up the context menu by either using the secondary mouse button, or clicking the segment or target group with the primary mouse button and then using the pushbutton Options. The standard setting is to call up the context menu via the primary mouse button.

To enable calling up the context menu using the secondary mouse button, you must activate the business function High-Volume Marketing (CRM_MKT_HVS).

Note that not all combinations of operating system and browser support calling up the context menu using the secondary mouse button. For more information about whether it is possible to call up the context menu using the secondary mouse button with your operating system and browser, see SAP Note 1334838.

If this option does not function on your user interface, the context menu of the Flash plug-in appears when you click the secondary mouse button.
Advanced filter
This type of filter contains several selection criteria that are all linked by OR. Example: for the attribute “Country”, the values “France” OR “Germany” OR “Britain”
Display distribution of attribute values
You can display the distribution of the attribute values for each attribute list as a graphic, either a pie chart or a bar chart. The way in which the data is displayed can be specified in Customizing for Customer Relationship Management under Marketing Segmentation . You can also see the number of business partners for which no values are maintained for this attribute, in the chart legend under No Values. The number of business partners for which another attribute value is maintained for this attribute is displayed under Others.

Activities

If you click a segmentation model, segment, or target group in the Segmentation Element column of the search result for segmentation elements, you navigate automatically to the graphical modeling interface. If you click the description, you navigate to the respective overview page.