Using Internet Application Components for Campaign Management 

Use

The SAP Media Internet application components (IACs) can be used together with the campaigns in SAP CRM – in particular, with e-mail campaigns. This allows you to make tailor-made product offers to customers and to point out particular services to customers.

Examples of these campaigns include the following:

●      In Advertising Management, you make a special offer on sales of a classified ad to a target group selected according to certain criteria.

●      In Media Sales and Distribution, you offer an extension coupled with a gift to customers whose subscription is running out.

●      In Media Sales and Distribution, you send information to customers whose subscriptions involve a large number of redirections pointing out the possibility of entering redirections online.

Offers of this kind to customers are made by means of a personalized e-mail as part of an e-mail campaign in SAP CRM. In addition to naming the customer directly, the e-mail also contains a hyperlink to an SAP Media Internet application component. This hyperlink also encodes information on the business partner and campaign. This means that when the customer accesses the IAC, it is customized to display their data or logs them on automatically, if required. Data on the success of the campaign is also updated.

This document describes the settings required for the Internet application components.

Prerequisites

To be able to use the Internet application components in campaigns, the following prerequisites must be fulfilled in addition to the Customizing settings:

●      The Internet application components need an Internet Transaction Server (ITS) to run. This means an ITS must be installed for the SAP Media system.

●      The files required to run the Internet application components must be created or adjusted and published on the ITS. These files include the service file, the HTML templates and, if necessary, language resources.

Procedure

Make the following settings in Customizing for SAP Media, depending on which Internet application components you want to use.

For a detailed description of the settings, see the documentation on the relevant Customizing activity in the SAP Media Implementation Guide.

The following settings apply to all the applications:

Activity	IMG path
Make settings for the business partner	SAP Media ® Master Data ® Business Partner ® Internet Application Components (IACs) ® Identify and Check Business Partners
Make settings for the Internet user	SAP Media ® Master Data ® Business Partner ® Internet Application Components (IACs) ® Settings for Internet User

You define how business partners are to log on to an Internet application component in the Customizing activity Identify and Check Business Partners. To do this, you define logon scenarios and then assign them to the individual variants of the IAC. You can also access this Customizing activity in the IMG under alternative paths for the individual Internet application components.

You need only make the settings for the Internet user if you want customers to be able to log on to the Internet application components with a password. As an alternative, you can also design the logon scenario using application-specific data, such as the order number or the address.

If you want to access the Internet application component Entry of Classified Ads from an e-mail campaign, you must perform the following Customizing step:

Activity	IMG path
Make General Settings	SAP Media ® Advertising Management ® Sales ® Order ® Internet Application Components (IACs) ® Entry of Classified Ads ® General Settings ® [...]

You can define several variants of the IAC for different forms of classified ad sales. To do this, you define data for default entries and control settings grouped under a key of your choice. The key is appended to the URL used to call the IAC and determines the variant called.

The setting in the field IAC-CRM Connection is particularly important with regard to the link between the IAC and the campaign. In this field, you determine how the e-mail campaign is to be integrated with the Internet application component called. You make this setting for all the SAP Media Internet application components that are to be called from e-mail campaigns. The following settings are possible:

Setting	Use
No connection to CRM / do not preassign data	Choose this setting if the IAC is to be processed independently of an e-mail campaign in SAP CRM; for example, on the publisher’s website
Only preassign CRM data	If you choose this setting, data on the business partner and campaign is transferred to the IAC and stored there in a structure provided for this purpose. This allows you to greet the customer by name when they call up the IAC.
Preassign CRM data, preassign BP name and form of address	In addition to the above setting, this setting also enters default values in some of the address fields for the customer.
Preassign CRM data, preassign BP address	Here, the customer’s address is entered as a default value in addition to the SAP CRM data. This means the customer does not even have to enter their address when entering an order. However, this setting does not log the customer on.
Preassign CRM data, preassign BP address, log BP on	If you choose this setting, the customer is logged on automatically when they access the IAC. This setting is possible for the IAC Entry of Classified Ads. In this case, the customer could proceed directly to entering the ad after clicking on the hyperlink. No further steps would be necessary to sell the classified ad.
Preassign CRM data, preassign logon data (address)	Logon takes place using application-specific data: the address is entered as a default value in the logon data.
Preassign CRM data, preassign logon data (BP no.	Logon takes place using application-specific data: the business partner number is entered as a default value in the logon data.

All the settings that define a connection to SAP CRM pass on the campaign ID when an order is created. This allows you to monitor the success of the campaign.

If you want to access the Internet application component Subscription Sales in the Internet from an e-mail campaign, you must perform the following Customizing steps:

Activity	IMG path
Make settings for the IAC Subscription Sales	SAP Media ® Media Sales and Distribution ® Periodical Sales and Distribution (Subscriptions) ® Sales ® Order ® Internet Application Components (IACs) ® IAC Subscription Sales ® [...] ® Maintain Combinations of Fixed Order Values ® Maintain Combinations of Variable Order Values (Presettings) ® Define Variants of IAC Subscription Sales

First, define the required combinations of fixed and variable order values. When you define a variant, you assign it a combination of fixed and variable order values and define further control parameters for the IAC. In addition to the settings for the connection between the IAC and a mailing campaign described above, you can also define the role of the customer in the SAP CRM e-mail campaign. This means the customer addressed in the campaign could have the role Sold-To Party, Ship-To Party, Bill-To Party, or Sales Agent in Subscription Sales.

As is the case for all the SAP Media IACs, the key is appended to the URL used to call the application.

If you want to access the Internet application components Change Address, Vacation Service, Change Payment Data, Create Complaint, Create Internet User, and/or Change Access Data for Internet User from an e-mail campaign, you must perform the following Customizing activities:

Activity	IMG path
Make settings for further IACs	SAP Media ® Master Data ® Business Partner ® Internet Application Components (IACs) ® [...] ® IAC Change Address ® Define Variants of IAC ‘Change Address’ ® IAC Create Internet User ® Define Variants of IAC ‘Create Internet User’ ® IAC Change Access Data for Internet User ® Define Variants of IAC ‘Change Access Data for Internet User’
	SAP Media ® Media Sales and Distribution ® Periodical Sales and Distribution (Subscriptions) ® Sales ® Order ® Internet Application Components (IACs) ® [...] ® IAC Vacation Service ® Define Variants of IAC Vacation Service ® IAC Change Payment Data ® Define Variants of IAC Change Payment Data
	SAP Media ® Media Sales and Distribution ® Periodical Sales and Distribution (Subscriptions) ® Sales ® Complaint ® Internet Application Components (IACs) ® IAC Create Complaint ® Define Variants of the IAC Create Complaint

You define the nature of the connection between the e-mail campaign and each IAC in the IAC-CRM Connection field.

Result

Once you have set up the Internet application components and made the settings described, you can insert a hyperlink in a personalized e-mail. This allows your customers to take advantage of certain offers or services at the touch of a button.

This allows you to conduct marketing campaigns cheaply and effectively using the Internet, as well as to check the success of each campaign.