Technical Name of Business Function |
|
Type of Business Function |
Enterprise Business Function |
Available As Of |
SAP Enhancement Package 1 for SAP CRM 7.0 |
Technical Usage |
CRM core |
Application Component |
CRM Marketing Real-Time Decisioning Cross-Application Components |
Directly Dependent Business Function Requiring Activation in Addition |
Infrastructure ( Marketing Productivity ( |
You can use this business function to integrate SAP Real-Time Offer Management into your SAP Customer Relationship Management marketing application.
You have installed the following components as of the version mentioned:
Type of Component |
Component |
Is Needed Only for the Following Features |
---|---|---|
Software Component |
|
N/A |
BI Content |
BI_CONT 705 |
RTOM Analytics |
After activating the business function SAP Real-Time Offer Management
(CRM_RTOM_1
), you have made the following settings in Customizing for Customer Relationship Management
under:
To use RTOM analytics, you need to activate the business function SAP BusinessObjects Integration and CRM Interactive Reporting (CRM_ANA_BOB
).
SAP Real-Time Offer Management is a focused business solution that provides intelligent real-time product offers and messages that can be used in a number of SAP CRM scenarios, such as Interaction Center scenarios. It is self-learning, taking the response from every interaction into account to make the next real-time offer more relevant and effective. SAP Real-Time Offer Management requires a separate license and is delivered as a separate solution.
The integration between SAP Real-Time Offer Management and marketing in SAP CRM offers you the following features:
You can set up your real-time offers in the marketing WebClient UI and after publishing the real-time offers to the SAP Real-Time Offer Management engine, the product offers, or messages appear in your Interaction Center.
You can send and retrieve real-time offer information to and from the SAP Real-Time Offer Management engine. SAP CRM marketing and the external SAP Real-Time Offer Management engine communicate using Web services.
You can use a single marketing source to manage all customer-related offers.
You can use the RTOM application toolkit to set up SAP Real-Time Offer Management in a more simplified way.
For more information, see:
Each system, external to Real-Time Offer Management, requires, and receives data in a different format and in a different technology. The RTOM application toolkit helps you add new data sources or events and provides organizations with simple process definition and system configuration.
The RTOM application toolkit uses the following main entities to configure system integration:
Data sources
Define external Web services that are used to populate condition groups at runtime.
Conditions groups
Logical definition of an entity in the system. It is populated by one or more data sources or condition groups and represents the main logical entities in the system. A condition group is defined as a part of the marketing process.
Events
A Real-Time Offer Management procedure, which executes a set of actions in the system. The event is also used to define a format between Real-Time Offer Management and other systems.
You can analyze the performance of agents who promote real-time offers. Real-Time Offer Management analytics uses the most recent SAP NetWeaver BI Content improvements and BusinessObjects xCelsius dashboards. The new xCelsius dashboard technology enables easy analysis of agents, offers, and customer response.
The following reports and dashboards are available, for business roles IC manager and marketing professional:
IC manager
RTOM IC manager dashboard
You can monitor the success of the real-time offers and the performance of the agents who have promoted the offers.
Agent performance
You can monitor the performance of the agents with respect to the individual real-time offers. You can also see whether the real-time decisioning engine has sent real-time offers that are generally accepted or not.
Marketing professional
RTOM IC manager dashboard
You can monitor the success of the real-time offers and the performance of the agents who have promoted the offers.
RTOM offer dashboard
You can monitor the real-time offers taking most other factors into account, such as the channel and recipient profile.
RTOM offer performance
You can monitor the individual real-time offers taking into account the number of sessions, the time needed to promote an offer, and the customer profile.
Accepted trend analysis
You can monitor the general trend of how successful real-time offers have been promoted.
Customer transactions
You can monitor customer response to the individual real-time offers, taking into account dates and agents.
Predictor change
You can monitor how the real-time decisioning engine reacts to the customer transaction. How it splits up profiles into subprofiles and consequently increases the probability of a customer accepting an offer.
The reports and dashboards reside in your SAP NetWeaver Business Warehouse system. For more information about displaying the reports, see Customizing for Customer Relationship Management
under .
For more information, see CRM Analytics.