Cross-Selling 

Purpose

In the analytical application Cross-Selling, you use Data Mining and the delivered Business Content (see Product Analyses) to analyze transaction-based product data and to determine similarities in the sales patterns of different products. It allows you to establish, for example, whether a given product is always sold in combination with another product or several other products. Knowledge about such relationships between products opens up new opportunities in the way you arrange your product offering. You can then place the products concerned adjacent to each other in your catalog, on the supermarket shelf, or indeed in the Web shop, or conduct advertising campaigns aimed specifically at promoting these products. Furthermore, Cross-Selling enables you to determine the buying behavior of specific customer groups or to draw up analyses on the basis of selected sales outlets or specific geographic areas.

Cross-selling is based on a data mining model that uses association analysis to perform a statistical analysis of your product data and extracts significant figures from this data. The results of this analysis can be called up in an Excel worksheet or accessed in a Web Cockpit.

Cross-selling analysis is performed using the following queries as a basis:

·        CRM Cross-Selling (0CRM_CXS_Q0001)

·        Cross-Selling (0DM_CXSQ0001)

Both of these queries return the results of a cross-selling analysis. For this, they use different product InfoObjects:

·        CRM Cross-Selling is based on the InfoCube 0CSAL_C03 with the InfoObject 0CRM_PROD and returns results for CRM Sales.

·        Cross-Selling is based on the InfoCube 0SD_C03 with the InfoObject 0MATERIAL and returns results for R/3 Sales or Retail.

Although the two variants are based on different sales data, they are identical in terms of process and implementation. For this reason, references to Cross-Selling in this documentation always apply to both variants.

Before one of the above-mentioned queries can produce the results of the cross-selling process, the sales data under analysis first needs to be processed with data mining tool in SAP BW or with the IBM Intelligent Miner for Data and the results then need to be extracted into the relevant InfoProvider.

The following graphic provides an overview of the data flows in cross-selling analysis:

Prerequisites

Depending on whether you use the BW Business Content delivered for Cross-Selling or a version tailored to your needs, the following prerequisites need to be fulfilled for you to perform cross-selling analysis:

·        Business Content

¡        Sales data has to exist in InfoCube 0CSAL_C03 or 0SD_C03.

The following fields need to be filled:

§         Sold-to Party (0CRM_SOLDTO)

§         Product (0CRM_PROD) or Material (0MATERIAL)

§         Calendar Day (0CALDAY)

§         CRM Sales Office (0CRM_SALOFF)

Ensure that the field 0CALDAY is updated when the sales data is uploaded.

¡        The product hierarchy for the sales data has to be available.

¡        Business Content needs to be activated for cross-selling.

·        Tailored Version

¡        The sales data has to exist in an InfoCube (corresponding to 0CSAL_C03 or 0SD_C03).

¡        There needs to be a version of query OCRM_CXS_Q0002 or 0DM_CXS_Q0002 that has been adapted to your InfoCube.

¡        If you also use your own InfoObject for the product, additional cross-selling objects also need to be adapted accordingly (see Adapting Cross-Selling Objects).

·        General

¡        You need to be assigned to the role Customer Behavior Analysis (SAP_BWC_CUSTOMER_BEHAVIOR).

¡        To be able to use the Web Templates for Cross-Selling, you also need to be assigned to the role Cross-Selling Task List (SAP_BW_CROSS_SELLING_TASKLIST).

Process Flow

To perform a cross-selling analysis, proceed as follows:

...

       1.      Start the Administrator Workbench and check whether the above-mentioned prerequisites have been fulfilled for the InfoCube used in the analysis.

       2.      Start the application Edit InfoObjects (transaction rsd1) and check whether the product hierarchy is available for the sales data.

For Cross-Selling with CRM data, also check whether the corresponding master data table is filled.

       3.      Use the data mining tool in SAP BW or the IBM Intelligent Miner for Data to define the cross-selling rules (see Defining Cross-Selling Rules).

       4.      Execute the query CRM Cross-Selling Analysis (0CRM_CXS_Q0001) or Cross-Selling Analysis (0DM_CXS_Q0001) in the BEx Analyzer or the BEx Browser, or use a Web browser or your portal to call up the corresponding Web template (see Web Templates for Cross-Selling).

Result

The results of the cross-selling analysis are displayed as an Excel worksheet or in the Web Cockpit.