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Function documentationSegmentation Based on Objects (Objects in CRM)

 

To use this function during segmentation for high data volumes, you must activate the business function High-Volume Marketing (CRM_MKT_HVS). This function is otherwise only available for classic segmentation.

This function enables you to select business partners based on related products (technically speaking, based on the related objects). With this type of segmentation, you can use certain object attributes to model target groups. When you generate a target group, the business partners are selected together with the assigned objects. The objects assigned to the selected business partners are saved with the target group. The link between business partners and objects is passed on to follow-up processing.

Segmentation based on objects runs differently for segmentation, depending on whether the objects are within or outside SAP CRM. Segmentation based on objects that are in CRM is possible for both classic segmentation and high volume segmentation (TREX). For more information about segmentation based on objects that are outside of CRM (for example, in SAP NetWeaver BW), see Segmentation Based on Objects (Objects Outside of CRM).

Prerequisites

You have activated the business function High-Volume Marketing (CRM_MKT_HVS).

Features

For segmentation based on objects outside of SAP CRM, the system works with analytical data storage (ADS) for objects; for segmentation based on objects in SAP CRM however, the system makes selections based directly on the object data.

  • Data selection using InfoSets

    The selection of objects is always performed via InfoSets. An InfoSet must be created for each object family. The InfoSet interface must return the following field information:

    1. Business partner GUID

    2. Object GUID

    3. Relationship type

    4. Object family

    5. Attributes and attribute values

    When assigning the InfoSet to a data source, not only the business partner field, but also the fields that contain the partner function, the object GUID, and the object family, must be filled.

  • Generating attribute lists

    When generating attribute lists, the input help for filter creation is only available after the attributes have been uploaded to TREX. We therefore recommend that you upload the attributes to TREX before you define filter values.

    If the description of the attribute does not indicate to which object family the information refers, the attribute description should be changed when creating the attribute filter, so that it clearly indicates the business context (for example, change "paint" to "vehicle paint").

  • Data storage

    The key that uniquely identifies the link between business partners and objects (business partner, partner function, object) is saved in a new table (CRMD_MKTTG_TG_O) for the target group. This enables the attributes to be read from the object family tables. Several objects can be assigned to a business partner in a target group, just as one object can also be assigned to several business partners.

    Note Note

    No attributes are stored in the target group. To ensure that the attributes and business partners are up-to-date in TREX, you should regularly schedule a job to update the value distribution using report CRM_MKTTG_TREX_UPDATE.

    End of the note.

  • Displaying object links in segmentation

    After building and opening the target group, you can see the object links in the Objects assignment block. If you do not see the Objects assignment block, click the symbol in the Actions column in the Target Group assignment block. In the standard delivery, the system displays the object ID and object description here.

    Using the Business Add-In (BAdI) Define Display and Export for Target Group Members List (CRM_MKTTG_SEG_MEM_EX), you can display additional fields here. You can find the BAdI in Customizing for Customer Relationship Management under Start of the navigation path Marketing Next navigation step Segmentation Next navigation step Business Add-Ins (BAdIs) Next navigation step BAdI: Define Display and Export for Target Group Members List End of the navigation path.

  • Intersecting segments or target groups with assigned objects

    You can make settings in Customizing for how the system should behave when intersecting segments or target groups with assigned objects. You find this setting in Customizing for Customer Relationship Management under Start of the navigation path Marketing Next navigation step Segmentation Next navigation step General Settings Next navigation step General Settings for Segmentation End of the navigation path.

    For variant (1) Intersect Partners, Then Merge Objects and Partner Functions, the system first intersects only the business partners. From the business partners within the intersection, the system then takes all assigned objects and related partner functions from both segments, even if they differ.

    For variant (2) Intersect Partner, Object, and Partner Function the system keeps only identical combinations of business partner, assigned object, and related partner function, after intersecting.

    After you activate this business function, variant (2) Intersect Partner, Object, and Partner Function is set in the standard system. However, you can change this setting.

    For more information, and an example, see Segmentation Based on Objects: Examples.