SAP Real-Time Offer Management

Technical Data
Technical Name of Business Function	CRM_RTOM_1
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 (CRM-MKT) Real-Time Decisioning (CRM-RTD) Cross-Application Components(CRM-CA)
Directly Dependent Business Function Requiring Activation in Addition	Infrastructure (CRM_INF_1) Marketing Productivity (CRM_MKT_PRD)

You can use this business function to integrate SAP Real-Time Offer Management into your SAP Customer Relationship Management marketing application.

Prerequisites

You have installed the following components as of the version mentioned:

Type of Component	Component	Is Needed Only for the Following Features
Software Component	BBPCRM 701	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:

CRM Cross-Application Components Rule Builder Define Rule Policy Types
Marketing Marketing Planning and Campaign Management Basic Data Define Types/Objectives/Tactics
Marketing Marketing Planning and Campaign Management Basic Data Define Priorities for Marketing Projects
Marketing Marketing Planning and Campaign Management SAP Real-Time Offer Management

To use RTOM analytics, you need to activate the business function SAP BusinessObjects Integration and CRM Interactive Reporting (CRM_ANA_BOB).

Features

SAP Real-Time Offer Management

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:

SAP Real-Time Offer Management Application Toolkit

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.

RTOM Analytics

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 Start of the navigation path UI Framework Next navigation step UI Framework Definition Display SAP NetWeaver BI Reports in CRM End of the navigation path .

For more information, see CRM Analytics.