Web Analysis in CRM 

Purpose

You can use this business process to record system information and customer behavior from SAP CRM. The recorded data can then be analyzed by SAP NetWeaver BI. SAP NetWeaver BI analyzes both the technical aspects regarding the availability and performance of Web servers and Web pages, as well as customers’ action on individual Web pages.

You can record the following customer actions:

●      Registration in the Web shop

●      Logging on to the Web shop

●      Calling up catalog areas

●      Searching for products

●      Calling up products

●      Putting a product into the current transaction or shopping basket

●      Deleting a product from the current transaction or shopping basket

●      Changing a product from the current transaction or shopping basket

●      Deleting a shopping basket

●      Creating a purchase order

Prerequisites

●      You are using SAP NetWeaver BI.

●      You have set the option to record customer interactions in the web.xml file in Extended Configuration Management (XCM). For more information about Extended Configuration Management (XCM), see SAP Service Marketplace under service.sap.com/crm-inst.

...

●      You have set the property-file, type and application parameters in the file init-config.xml. For more information about Extended Configuration Management (XCM), see SAP Service Marketplace under service.sap.com/crm-inst.

For more information about Web Analysis, see the documentation for the Web Event Capture and Web Analysis Guide in the General Settings for CRM Web Channel configuration documentation in SAP Solution Manager.

Process Flow

       1.      Customer navigates through Web shop

A customer navigates through the Web shop, for example, views product categories and products, places products in the shopping basket, modifies basket items or places an order.

       2.      System captures events with customer data and products

While navigating through the Web shop, whenever a customer triggers one of the predefined business events, for example by viewing a product category or product, placing a product in the shopping basket or placing an order, the business event is captured by the system.

       3.      System updates information based on events and SAP CRM data

Events and SAP CRM data are imported to SAP NetWeaver BI and the data is updated.

       4.      Monitor customer behavior

You can monitor how customers navigate through the Web shop and what products they look up and order.

       5.      Monitor conversion rates

You can generate a report on conversion rate in SAP NetWeaver BI.

For more information, see SAP Help Portal under Documentation ® SAP Business Suite ® SAP Customer Relationship Mgmt. ® SAP Customer Relationship Management ® Analytics ® CRM BI Content ® E-Analytics ® Web Analysis or Web Site Monitoring.