Query Marketing: ABC Analysis Customer Contribution Margin vs. Sales 

Consists of a total of six separate queries with the technical names:

  • 0CRM_MC03_Q0012
  • 0CRM_MC03_Q0013
  • 0CRM_MC03_Q0014
  • 0CRM_MC03_Q0015
  • 0CRM_MC03_Q0016
  • 0CRM_MC03_Q0017

Based on MultiCube:

0CRM_MC03

Queries 0CRM_MC03_Q0014 through 0CRM_MC03_Q0017 are combined together in the workbook

Marketing: ABC Analysis Customer Contribution Margin vs. Sales

Use

These queries are used for customer retention analysis. They enable you to identify those customers for which a combination of high/low sales and high/low contribution margins exist, which figures therefore vary from the average figure for all customers. The result is a customer portfolio from which business partners can be selected for particular marketing activities.

Queries 0CRM_MC03_Q0012 and 0CRM_MC03_Q0013 are used to select the customers with the highest and lowest sales. These customers are then passed on to the remaining four queries (0CRM_MC03_Q0014, 0CRM_MC03_Q0015, 0CRM_MC03_Q0016, and 0CRM_MC03_Q0017) which then filter those customers with the highest or lowest contribution margins.

Queries 0CRM_MC03_Q0012 and 0CRM_MC03_Q0013

Filter

InfoObject

Description

0VTYPE

Value type for reporting

0REC_TYPE

Record type

0VALUATION

Valuation view

0FISCVARNT

Fiscal year variant

Free Characteristics

InfoObject

Description

0FISCPER

Fiscal year/period

Rows

InfoObject

Description

0CUSTOMER

Customer

Columns

InfoObject

Description

0COPANETSL

Net sales

Conditions

InfoObject

Description

0COPANETSL

Top n/Bottom n (net sales)

Queries 0CRM_MC03_Q0014 through 0CRM_MC03_Q0017

Filter

InfoObject

Description

0VTYPE

Value type for reporting

0REC_TYPE

Record type

0VALUATION

Valuation view

0FISCVARNT

Fiscal year variant

Free Characteristics

InfoObject

Description

0FISCPER

Fiscal year/period

Rows

InfoObject

Description

0CUSTOMER

Customer

Columns

InfoObject

Description

0COPANETSL

Net sales

0COPAMRGN1

Contribution margin 1

Conditions

InfoObject

Description

0COPAMRGN1

Top n/Bottom n (contribution margin)