Target Groups 

Definition

A target group is a list of business partners that have been combined for a specific marketing activity. In Segment Builder, target groups can be created both by executing the selection conditions for a marketing profile or independently of the profile, for example by importing a list of business partners from an external system. It is also possible to select target groups in the BI system (transaction rstg_bupa), and then to create them from there directly in CRM.

In Mobile Sales, a target group can contain business partners and contact persons, depending on the chosen selection criteria. It is possible to exchange target groups between Mobile Sales and the CRM server. This is controlled by the segment type of the profile set belonging to the target group.

Target groups can have the following statuses: active, inactive, to be archived, or modeling completed. However, you can only use active target groups in the application.

Use

Target groups group together business partners that are to be targeted as part of a marketing activity such as a marketing campaign. In the Marketing Planner, they can therefore be attached to a marketing element and the business partners in the target group contacted when the campaign is executed.

In addition, target groups can be used as the basis for marketing analyses performed in the SAP Business Information Warehouse (BI), for example to generate top n product lists, and for use in cross-selling, where particular product combinations are to be proposed for certain business partners only.

Target groups can also be used without reference to a campaign. For more information, see Target Group Processing.

Creating a target group is a two-fold process that entails:

·        Determining the criteria by which business partners are to be selected

·        Selecting the business partners that belong to the target group.

A target group is therefore on the one hand a set of selection criteria and on the other a ”snapshot” of which business partners meet these criteria at any given time.

You specify selection criteria in such a way as to exclude some business partners and include others. These criteria may be attributes, profiles, target groups, or a combination of all three.