Segmentation of Data from External List Management
In External List Management (ELM), address data acquired from data vendors is imported into SAP CRM and made available for subsequent processes (such as campaign execution) in the form of target groups. As well as the option of importing smaller data packages directly into CRM as complete target groups, address data can also be loaded beforehand into SAP NetWeaver Business Intelligence. Using segmentation, you can access the address data in SAP NetWeaver Business Intelligence (BI) from SAP CRM. Each selected data record then becomes a business partner in SAP CRM.
You must bear certain things in mind during segmentation of data with the data source origin type External List Management
. These are listed in the section below.
Create an ELM data source
Start the transaction Edit Data Sources for Segmentation
and define a data source with the type External List Management
. When doing this, you must make the following entries:
RFC destination: Enter the RFC connection to your BI system.
Name of the InfoSet: SAP provides the InfoSet ELM_INFOSET. Provided no changes are made to the structures of the ELM objects in BI, enter this InfoSet.
Business partner: The InfoSet field containing the GUID for a BI address data record. For InfoSet ELM_INFOSET, this is the field ELM_INFOSET_STRUCTURE-ITEM_GUID.
List format: SAP provides the format 0ELM_I, which aligns all the fields contained in ELM_INFOSET with the business partner structures in CRM.
Note
Remember that the InfoSet, the list format, and the implementation of BAdI CRM_MKTLIST_BW_FIELD must match. Changes to one of the three objects normally mean that you must also adjust the other two objects accordingly. For more information, see the documentation for the BAdI CRM_MKTLIST_BW_FIELD.
The structure ELM_INFOSET_STRUCTURE contains the header data and item data of an address list, when the data from the BI system is transferred to the CRM system. If one of the ELM objects is enhanced, this structure must also be enhanced to enable complete retraction of all data contained in these objects. Since the structure contains several fields, new structures must be included carefully. For more information about restrictions to allowed lengths, see SAP Note 355898.
Create an attribute list
Create an attribute list using fields from the ELM data source.
Segmentation
Model a profile using your attribute list. If you now set up the target group for the profile, the system runs through the following steps:
Selection of address data in the BI system: transferring the data to the CRM system and saving the data in an intermediate table
Conversion of data to the business partner structures in CRM
Creation of the business partners: A check is performed for every data record to determine whether the business partner has already been created during an earlier selection.
Note
Even addresses that have been identified as being incorrect or duplicates are transferred to SAP CRM by default. To exclude these business partners from the selection, you must explicitly set the filter value to 0 for the attributes Indicator for Duplicate
(DUPLICATE) and Wrong Postal Address
(POSTAL_ERROR) when creating the attribute list for data sources of type External List Management
.
Building a target group with the business partners created
Note
Unlike the other data source types, the type External List Management
uses a different method of selection: Since the addresses are either purchased or rented, the selection is made using "non-business-partner data". Business partners are only created from the selected data records during the selection procedure.
From a business perspective, some of the standard segmentation functions do not make any sense for data from external lists.
Therefore, the following restrictions apply in segmentation when using ELM data sources:
It is not possible to use segmentation bases.
It is not possible to use filter conditions.
A profile can contain ELM filters only or non-ELM filters only.
It is not possible to build a target group in the dialog. It is only possible as a background job.
In addition, target groups that contain marketing prospects and that were generated from a data source with origin type External List Management
cannot be found using the segment search. These target groups are only visible in assignment block Segments
when you create a campaign with execution scenario High Volume
.
It is not possible to determine the distribution of an attribute with data source type External List Management
.