Campaign Analysis 

Purpose

You use this business process to analyze the success of a campaign.It is very important that you have a method of doing this, in order to be able to build on past experience.

You can use SAP ERP (CO-PA: Controlling – Profitability Analysis), 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 (work breakdown structure) element and added to the profitability segment marketing element, thereby allowing profitability analysis for campaigns.

Data from SAP ERP CO-PA is extracted to SAP NetWeaver Business Intelligence (SAP NetWeaver BI). You can carry out a campaign-related plan/actual analysis in SAP NetWeaver BI, where you use the planned data from key figure planning.

Prerequisites

These are some of the things you may need to set up to enable you to carry out campaign analysis, depending on what kind of campaign analysis you are doing:

●     You have activated all queries in the info provider 0CRM_MC06.

●     You have created campaigns, maintained products for these campaigns and then have executed them.

●     Depending on the type of analysis you want to carry out, you have also done the following in the Marketing Planner:

On...

                            a.      On the Costs tab page, define the distribution dimension and choose Dist. Transfer. Cost distribution is displayed in the lower part of the screen. Here you need to maintain the planning data for your key figures.

                            b.      On the Success Key Figures tab page, define your success key figures and choose Transfer KPI Measures. The success key figures can then be maintained in the lower part of the screen.

                            c.      On the Key Figures tab page, choose the planning profile Marketing Product Planning and maintain planning data.

●     You have created activities with a reference to your campaign and/or campaign elements with follow-up activities.

●     You have created inbound activities (responses to a campaign or campaign element) if you want to compare your planned responses to the actual responses.

●     You have created sales orders with a link to the campaigns or campaign elements that you created if you want to compare the planned sales orders to the actual sales orders that result from a campaign.

Process Flow

 

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       1.      System provides campaign-related data (SAP CRM).
Once you have created your campaign and saved it in SAP CRM, the data is transferred to SAP BI. The responses to the campaign are also saved and this data is also transferred to SAP BI.

       2.      System receives campaign-related data and provides campaign-related data (BI System).
The data in SAP BI can then be transferred to CO-PA where you can carry out a detailed profitability analysis.

       3.      Monitor marketing campaigns with marketing journal (BI System).
The marketing journal is a display tool used for analyzing your marketing key figures from different viewpoints.

       4.      Analyze campaign success (BI System)
You can analyze the campaign’s success from a financial point of view in SAP BI, using the key figures Campaign-related revenue and Comparison revenue and costs. Alternatively, you can analyze its success by the response rate, using key figures Response rate over time, Planned and actual responses by campaign type and Campaign effectiveness. The relevant queries are the queries 0CRM_MC06_Q7001 to 0CRM_MC06_Q7010.

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

For more information on the BI content for CRM Marketing, see the SAP Library under Customer Relationship Management ® Analytics  ® CRM BI Content.