The area Marketing Analytics delivers analytical applications, Business Content, and tools that enable you to answer numerous business questions covering multiple aspects of marketing management, campaigns, leads, and the market:

• Tools for marketing planning and for campaign management assist you in measuring and planning marketing efforts by period, region, distribution channel, and so forth.
• You can use the Business Content and analytical applications provided (such as RFM Analysis) for marketing and campaign optimization. RFM analysis allows you to optimize the target group for a campaign by using historic data as the basis for determining the anticipated response rate of the targeted group and then by simulating the result of the campaign.
• The Business Content for marketing and campaign analysis enables you to monitor the success of a campaign and to perform a plan/actual analysis retrospectively.
• The Business Content and functions for product and brand analysis allow you to control and optimize the success of individual products or product groups. For example, these functions take historic data as the basis for determining product association rules for cross-selling strategies.
• Market research and competitor analyses help you identify new market opportunities and estimate your market potential.

To perform the above-mentioned analyses of campaigns, products and brands, as well as leads, you can use the comprehensive, pre-defined Business Content in SAP BW. It contains InfoCubes for marketing and campaign analysis (plan/actual comparisons), activities, products, as well as InfoCubes for lead management. For more information about the Business Content, see Business Content ® Customer Relationship Management ® Marketing in the SAP Library for SAP BW.

The Business Content is supplemented by data mining methods in SAP BW that allow you to identify hidden patterns in your data. In this way, you can use the data mining method Association Analysis to automatically determine product association rules for cross-selling strategies. For more information about association analysis, see the SAP Library for SAP BW under Business Content ® Customer Relationship Management ® Data Mining ® Association Analysis. The analytical application Cross Selling shows how you can use association analysis with delivered Business Content for cross-selling analyses. For more information about the analytical application, see the documentation in the SAP Library for SAP BW under Business Content ® Analytical Applications ® Customer Relationship Management ® Cross Selling.

For market analysis, you can use in SAP BW the analytical application D&B Marketing Universe for SAP BW to integrate market data from Dun & Bradstreet into your analysis. For more information, see the SAP Library for SAP BW under Business Content ® Analytical Applications ® Customer Relationship Management ® Market Exploration.