Campaign Monitoring and Success Analysis 

Purpose

It is very important that you have a method of analyzing how successful your campaign was, in order to be able to build on past experience.

You can use SAP R/3 CO-PA, for example, to carry out a detailed profitability analysis. During sales order replication, the corresponding profitability segment with the attribute marketing segment is determined. Direct costs are deducted from the corresponding WBS element and added to the profitability segment marketing element, thereby allowing profitability analysis for campaigns.

 

Data from SAP R/3 CO-PA is extracted to SAP BW. You can carry out a campaign-related plan/actual analysis in SAP BW. This is where you use the planned data from key figure planning.

 

Process Flow

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       1.      The system provides campaign, sales or profitability data from SAP CRM.

       2.      The system provides profitability data from the SAP R/3 System.

       3.      This data is used to update the campaign in SAP BW.

       4.      You can use queries to monitor your campaigns from a channel, product, response or financial perspective.

For more information on the existing analysis methods, see the role documentation for the Campaign Manager.

For more information on the BW content for CRM Marketing, see the SAP Library under SAP Business Information Warehouse ® Business Content ® Customer Relationship Management -> Marketing.

For more information on the analytics tool in SAP BW, the Business Explorer, see the SAP Library for SAP BW under Business Explorer.