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This section discusses topics specific to object analytical data storage (ADS). Object ADS is a specialization of a generic ADS. It shares the rules and elements of generic ADS but has a few additional considerations and capabilities. For more information on generic ADS, see Analytical Data Storage.

Object ADS enables you to run marketing campaigns based on the attributes of objects and the relationships between objects and business partners. It is especially useful for installed-base marketing.

You create an object ADS using a predefined list of SAP NetWeaver Business Intelligence (SAP NetWeaver BI) InfoObjects that uniquely specify a data record. This InfoObject information can be used in personalized mail forms. (A generic ADS allows you to create a user-defined list of key InfoObjects but does not automatically enable the use of those InfoObjects in mail forms.)

Integration

You can create a marketing data source and an attribute list for an object ADS to segment business partners according to object information. You can also use the ADS for mail communications because ADS information is available in the form of attributes for the personalized mail tool.

Prerequisites

In addition to the prerequisites for generic ADS, you have installed the following three InfoObjects in SAP NetWeaver BI:

  • 0CRM_PROD

  • 0BUS_FUNC

  • 0BP_GUID

Features

In addition to the features provided by generic ADS, object ADS supports the following features:

  • Personalized mail campaigns.

  • Business partner segmentation.

  • Creation of marketing campaigns that target business partners based on their relationships to object attributes (for example, customers who have purchased a certain color and model of car).

Activities

Creating a Project and an Extension

Follow the same procedure as in Creating and Analytical Data Storage up to step 5, then continue with the steps below.

  1. Enter the required data in the Create Extension dialog box.

    To create an object ADS, select the business object: INDIVIDUAL_OBJECT, extension type ADS.

  2. Choose Continue.

    The Analytical Data Storage Wizard appears.

    The Analytical Data Storage Wizard guides you through the necessary steps to create an ADS in SAP Customer Relationship Management (SAP CRM).

Results

You created an object ADS and automatically maintained Customizing settings for retraction and e-mail personalization.

Post Processing Verifications

Manual post processing steps need to be completed for the object ADS. The post processing steps create an InfoSet and a marketing data source.

The post processing tasks INFOSET and MARKETING_DATASOURCE appear underneath your extension in the Easy Enhancement Workbench.

  1. To create an InfoSet based on your ADS, double-click on the INFOSET task and follow the directions on the right hand side of the screen.

  2. Double-click on MARKETING_DATASOURCE, and follow the directions on how to create a DataSource based on the InfoSet you just created in the previous step.

Example

A High Tech marketing manager launches a promotional campaign targeting the most loyal customers and existing owners of previous models of a similar device.

To build the target group, the manager requests information about owned devices and sales volumes for the past twelve months for all business partners in the target group. To fulfill the request for information, the marketing database administrator creates an analytical data storage for objects (here, the object represents a device) and chooses the relevant characteristics of the device as well as sales volume key figures.

The marketing database administrator completes the necessary steps to use the analytical data storage in the segmentation process, (that is, creation of an InfoSet and marketing attribute list). The administrator then creates an analysis process with the appropriate InfoProviders so the data transfer from SAP NetWeaver BI to the SAP CRM analytical data storage is scheduled to run automatically every weekend. The administrator informs the marketing manager about the newly created attribute list.

The marketing manager uses the device model and sales volume information that is now available as a marketing attribute list to build different groups within a profile. The system instantly displays the resulting number of business partner “hits” for specific device types and sales volumes. Once satisfied with the segmentation, the marketing manager completes the process by creating the different target groups.

Before the campaign is executed, a personalized mail form is created. The marketing manager decides to use different feature comparison charts, which are dependent on the device model the business partner owns. The device model information provided by the analytical data storage enables this level of personalization.

More Information

Analytical Data Storage