CRM-BW Integration 

Use

The integration between SAP CRM and SAP BW forms the basis for the analytical applications delivered with mySAP CRM Analytics. It is characteristic of an analytical application to enable data to be exchanged in a closed loop scenario between operational and analytical areas that are not necessarily in the same system. The CRM-BW integration makes it possible for data to be exchanged in both directions between analytical SAP BW and operational SAP CRM. On the one hand, therefore, you can extract data from SAP CRM (or any other SAP source system) into SAP BW. On the other hand, you can also transfer under certain conditions from SAP BW into SAP CRM different types of data that was collected in SAP BW from various systems (such as SAP CRM, SAP R/3, or third-party systems) and possibly even processed there as well (for example, using the data mining tools). If, for example, you want to transfer information on business partners, this data must already exist in SAP CRM.

Features

SAP CRM ® SAP BW

The extraction of data from SAP CRM into SAP BW works in exactly the same way as data extraction from any other SAP source system into SAP BW. For information about data extraction, see the documentation in the SAP Library for SAP BW, which covers for example the following topics:

·         Connecting the source system (under Administrator Workbench ® Modeling ® Source System ® Creating an SAP Source System)

·         Background information on data extraction (under Administrator Workbench ® Modeling ® Source System ® Data Extraction from SAP Source Systems)

·         Transferring delivered Business Content (under Administrator Workbench ® Business Content (Versions) ® Installing Business Content)

·         Executing the data transfer (under Administrator Workbench ® Administration ® Scheduler)

In the Implementation Guide (IMG), you perform the settings that need to be made in SAP CRM for the data extraction. The IMG provides you with some general IMG activities that exist in each SAP system able to extract data into SAP BW. You find these general IMG activities in CRM Customizing under Integration with mySAP.com Components ® Business Information Warehouse. In the subnode Settings for Application-Specific DataSources (CRM) that you find here, you can also make CRM-specific settings, such as those for the BW Adapter. The BW Adapter provides a uniform structure for the DataSources in SAP CRM and collects the data to be extracted. For more information, see the documentation accompanying the respective IMG activities in the IMG. You can also see the section The BW Adapter.

SAP BW ® SAP CRM

You have various options for transferring data from SAP BW into SAP CRM.

Marketing

·         Filling marketing attributes (from BW 3.0B; see Transferring Business Partner Attribute Data)

·         Using selection attribute lists with specific sources in the Segment Builder

-         Attributes and key figures from BW queries (from BW 2.0B; see Attribute Lists)

-         RFM analysis (from BW 2.1C; see Using RFM Analysis in the Segment Builder)

Target group creation in SAP BW with export into SAP CRM

-         Using BW queries (from BW 2.1C; see the SAP Library for SAP BW under Business Content ® Analytical Applications ® Customer Relationship Management ® Target Group Selection)

-         Using the data mining methods Clustering or Decision Trees (from BW 3.0B; see the SAP Library for SAP BW under Business Content ® Analytical Applications ® Customer Relationship Management ® Data Mining ® Creating Target Groups in SAP CRM)

Determining cross-selling rules in SAP BW using the data mining method Association Analysis with export into SAP CRM (from BW 2.1C; see the SAP Library for SAP BW under Business Content ® Analytical Applications ® Customer Relationship Management ® Data Mining ® Association Analysis)

·         Top n product lists for product proposals (from BW 2.0B, see Top n Product Lists and Product Proposals)

Interaction Center

·         Filling IC attributes for display as alerts (from BW 3.0B; see Transferring Business Partner Attribute Data)

·         Displaying query key figures as alerts (from BW 2.0B; see the documentation on the IMG activity Interaction Center ® Component Configuration ® Hidden Components ® Alert Modeler ® Maintain Attributes and Select BW Key Figures for Business Partners)

Mobile Clients

Alongside the transfer of BW data into CRM online applications, you can also make BW workbooks available for your employees in their mobile clients. For more information about this, see Providing Mobile Clients with SAP BW Data.