Determining the Redemption Probability for Coupons
The determination of redemption probabilities can be helpful when planning and monitoring your coupon campaigns. Based on past redemption data and actual data from the current campaign, the calculation and subsequent display of the redemption probability can be triggered in CRM Marketing at the touch of a button.
Prerequisites
To be able to display redemption probabilities in Marketing, you
must have created a corresponding coupon redemption model in SAP
NetWeaver Business Intelligence (SAP NetWeaver BI). For the
connection to Marketing, a coupon redemption model must be derived. This usually
occurs by means of a BAdI, either in SAP CRM with
the BAdI Determine coupon redemption model
(CRM_MKT_MRMBW_CORM
),
or in SAP NetWeaver BI with the BAdI Coupon
Redemption
(RSMRM_CORM_BADI
).
Here you can derive a corresponding model, for example, from the coupon marketing element, or simply enter the name of the model you want to use.
You can also specify whether the forecast is based on the curve of all coupons or just on the curve of the redeemed coupons.
If you have not modified the existing BAdI implementation for deriving
the model, the system searches for the model that you defined in the IMG activity Define
System Parameters for Coupon Redemption Modeling
.
Features
Determination of the redemption probability for coupons without actual data
If there is no actual redemption data for a coupon, as is, for example, the case in the planning phase, the forecast uses the coupon data to find the class that belongs to the coupon and provides the expected redemption rate based on the associated redemption curve.
Determination of the redemption probability for coupons with actual data
When actual redemption data is available, the actual data is extrapolated for the future according to the appropriate redemption curve.
This extrapolation is based on the assumption that the success of the coupon can already be identified in the redemption phase. The current redemption period is determined from the actual redemption data. Using the reference redemption curve, the expected amount of redemption at this time is calculated. This shows the percentage of redemption that has already occurred. The prediction of the expected total number of coupons redeemed in the extrapolation of the coupons redeemed so far assumes a redemption rate of 100%. This means, for example, that if 60% of the coupons have been redeemed in the current redemption period this actual redemption rate is seen as 60% of the total redemption – the total redemption is calculated from the remaining 40%.
Determining the redemption probability by custom functions
Alternatively, you can create your own forecast functions by using
BAdI Determine coupon redemption model
(CRM_MKT_MRMBW_CORM
).