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Process documentation Overview of Process Locate the document in its SAP Library structure

Purpose

The Segment Builder is used for the creation of target groups with a particular marketing aim in mind.

Prerequisites

The data you enter as selection criteria for the selection of business partners in target groups may derive from various different sources: BW queries, CRM marketing attributes, or business partner master data. Before the selection process can start, the relevant data must be combined into an attribute list. This is the list from which selections are then made in the Segment Builder.

Before working with the Segment Builder, make the necessary Customizing settings under Customer Relationship Management ® Marketing ® Segment Builder.

Process Flow

The following graphic provides an overview of the segmentation process.

This graphic is explained in the accompanying text

The individual steps are as follows:

  1. Create attribute list. Attribute lists control the criteria available for profile creation. For more information, see Attribute Lists.
  2. Samples for target groups. Accurate sampling is a crucial factor in ensuring that the size of a target group is also accurately forecast. Samples are also necessary to avoid the performance problems involved in checking selection criteria against an entire database. During the profile modeling stage, distribution of attributes among business partners can be shown on the basis of samples. As a general rule, there will be a trade-off between the accuracy of the sample and performance time during profile modeling. Whether you use samples and if so what method will depend on the size of your database. These decisions will usually be taken before you begin modeling profiles. During the modeling process, you may then decide to change the basis on which the samples are calculated. For more information on sampling, see Working with Samples.
  3. For information on the profile modeling process, see Working with Profiles.
  4. Target groups can either be created from within the Segment Builder of they may be imported into CRM from an external system. For information on generating target groups, see Target Groups.
  5. Profile modeling may need to be repeated, depending on the size of the target group and sampling accuracy.
  6. Target groups can be attached to a marketing plan element within the Marketing Planner for executing within a marketing campaign.
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