SAP CRM Analytics

SAP CRM
Customer relationship management is a broadly recognized, widely-implemented strategy for managing and nurturing a company·s interactions with customers and sales prospects. It involves using technology to organize, automate, and synchronize business processes³principally sales related activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new customers, nurture and retain those the company already has, entice former customers back into the fold, and reduce the costs of marketing and customer service

SAP CRM
Some of the objectives of CRM ‡ Streamlined sales and marketing processes ‡ Higher sales productivity ‡ Added cross-selling and up-selling opportunities ‡ Improved customer service, loyalty, and retention ‡ Increased call center efficiency ‡ Higher close rates ‡ Better customer profiling and targeting ‡ Reduced expenses ‡ Increased market share ‡ Higher overall profitability ‡ Marginal costing

SAP CRM - Analytics
Analytical CRM is a consistent suite of analytical applications that help you measure, predict, and optimize customer relationships. In analytical CRM, data gathered within operational CRM are analyzed to segment customers or to identify cross- and up-selling potential. Data collection and analysis is viewed as a continuing and iterative process. Ideally, business decisions are refined over time, based on feedback from earlier analysis and decisions. Business Intelligence offers some more functionality as separate application software.

SAP CRM Analytics - Benefits
CRM will help you gain further insights into customer needs and preferences by identifying patterns to:
‡ Acquire new profitable customers by cloning your best customers ‡ Improve your relationships with existing customers by addressing their individual needs ‡ Optimize cross-selling and up-selling opportunities ‡ Improve customer loyalty and reduce customers' propensity to churn ‡ Aim your resources at high-value customers and build more profitable customer relationships by: ‡ Targeting your investments in marketing, sales, and service ‡ Directing your attention and services more effectively toward such customers ‡ Forcing internal efficiencies and process improvements ‡ Automate and personalize customer interactions based on sound customer knowledge ‡ Integrate your enterprise strategy with your strategies in marketing, sales and service.

R/3 backend systems.SAP CRM Middleware This area enables the replication. synchronization and distribution of data. and provides all components with the necessary information. . CRM Middleware links together the various types of data producers (mobile clients.) within a CRM landscape. Business Information Warehouse. etc. for example between a networked branch office and its mobile field sales representatives.

such as Chemical Market Potentials (sBDoc) .BW Adapter The BW Adapter extracts data into the SAP Business Information Warehouse (SAP BW). It is called up as part of the flows for the following BDoctypes:   sBDoc types for synchronizing the consolidated database (CDB) and the mobile clients mBDoc types for the message flow within the CRM server With the appropriate BDoc type. the BW Adapter extracts the following objects into the SAP BW:    CRM business transactions (mBDoc) Documents for CRM billing (mBDoc) Other objects that are only relevant for mobile clients.

confirmations. Financing. complaints .Master Data ‡ Business Partners ² Accounts. Intellectual property ‡ Territory ² Geographical locations. discounts ‡ Product Catalog ² printed format or CD-ROM ‡ Warranty Management ² Service processes. Employees ‡ Products ² Material. Incentive products. Contacts. products. Service. Warranty. directly assigned business partners ‡ Product Packages ² services or contract items. Rate plans.

Customers begin a relationship with you. and over time. and demonstrates this likelihood through their interactions with you.CRM Process life cycle It is simply the behavior of a customer with your company over time. the customer is either becoming more or less likely to continue doing business with you. At any point in this LifeCycle. either decide to continue this relationship. Process Lead Generation Lead Management Opportunity Management Sales Team Efficiency Sales Team Management and Coaching Marketplace Intelligence Order processing & Fulfillment Customer service Customer service efficiency Customer service management and coaching . or end it.

Business Intelligence offers some more functionality as separate application software. and optimize customer relationships. based on feedback from earlier analysis and decisions. business decisions are refined over time. . data gathered within operational CRM are analyzed to segment customers or to identify cross. Data collection and analysis is viewed as a continuing and iterative process. Ideally.and up-selling potential.SAP CRM ² Analytics (overview) Analytical CRM is a consistent suite of analytical applications that help you measure. predict. In analytical CRM.

CRM Analytical Methodology Measure Optimize Predict Plan .

Measure ‡ Collect the relevant customer data to understand the customer behavior and various customer interaction process ‡ SAP BW¶s rich data warehousing and data analysis functionality provides you the various option to collect and represent relevant data in Bex and Web.CRM Analytical Methodology . ‡ SAP provides large set of Business content delivered extractors and other BW objects to faster implementation for data collection process ‡ SAP BW provides the flexibility to do the multi dimensional analysis from multiple system .

Predict ‡ This involves the predicting the future behavior of customers based on the historical information derived from hidden pattern and trends using data mining methods ‡ The various data mining methods in SAP BW are : ‡ Clustering ‡ Decision Tree ‡ Association Analysis ‡ Scoring ‡ ABC Analysis .CRM Analytical Methodology .

but it is also capable of predicting future trends and behaviors. ‡ Enabling organizations to make the critical jump from retrospective analysis to prospective decision making.Data Mining Data Mining can be defined as analysis of large amounts of data in a database using tools which look for trends or anomalies without knowledge of the meaning of the data with the goal of automatic determination of significant patterns and hidden associations. Data Mining helps you analyze and understand customer behavior by: ‡ Offering an analytical approach that looks for hidden data patterns and relationships in large databases. . ‡ Providing insights by analyzing past data.

Plan ‡ Develop the strategic planning to realize the predictions into action ‡ SAP BW provides various tools to develop strategic plan ‡ Integrated planning. BPS and Balanced Score cards are various available options with SAP BW for planning ‡ SAP BW planning application supports Top-down and Bottom-up planning.CRM Analytical Methodology . such as: ‡ Campaign Planning ‡ Opportunity Planning ‡ Trade Promotion Planning .

It equally about applying these results to optimize operational processes ‡ The goal of CRM Analytics is to empower employee to make the right decisions and take the customer centric action ‡ Analytical findings are seamlessly transferred into operation actions using the closed loop process ‡ Analysis process Designer is used to transfer the Analytical results from SAP BW to CRM application such as results of Customer Analytics can be used to create CRM Target Group .Optimize ‡ SAP CRM Analytics not just about measuring results.CRM Analytical Methodology .

It combines all these different steps into a single data process with visual interface .Analysis Process Designer (APD) ‡ Analysis process Designer (APD) is a workbench with an intuitive visual interface that enable you to visualize. transform and deploy your data from SAP BW.

CRM Analytics Applications ‡ Marketing Analytics ‡ Sales Analytics ‡ Service Analytics ‡ Customer Analytics ‡ Product Analytics ‡ Interaction Center Analytics .

campaigns. Finding out why leads could not be won can also be vital to the analysis of your Lead Management processes. Lead analysis Lead Management is used for entering and managing the potential purchasing interests of the business partners. .Marketing Analytics Marketing Analytics delivers analytical applications. You can also monitor the creation of leads and their processing progress over specific periods. for various products or in different organizational units. via campaigns or the Internet). Business Content. and tools that enable you to answer numerous business questions covering multiple aspects of marketing management. You can measure the success and efficiency of leads that have been created within a certain period or via a specific channel (e. leads. Marketing & Campaign Analysis The monitoring and success measurement of marketing campaigns is a very important part of any closed loop marketing process as these are executed in a highly competitive environment.g. where several companies are all trying to gain or keep the attention of their customers and you can monitor and measure the success and costs key figures accordingly. and the market.

Sales Marketing Customer Profitability: Top 10 Products: Top N Product Analysis Lead Management: Channel Analysis Won/Lost Leads Channel Mgmt.Marketing Analytics Standard Queries Revenue/Costs in Planned/Actual Comparison Campaign Analysis: Response Rate per Target Group Top 10 Campaigns Marketing: ABC Analysis Customer Contribution Margin vs.: Lead History .

expected Product revenues. He can also evaluate the intensity of their customer care. and opportunity pipeline information. and analyze whether the customer or the sales team predominantly initiated the ¶customer contact·. Sales managers can see the success rate of activities. by looking at competitor information to create target groups for future marketing campaigns. as well as enabling sales representatives to keep track of their own activities. It provides data about predicted sales revenue from opportunities. You can also use the results of opportunity analyses for future sales strategy. . for example. The sales Analytics can be further divided into the following: Activity Analysis Activity analysis enables sales managers to monitor their sales team·s daily work.Sales Analytics The area Sales Analytics delivers analytical reporting tools to answer business questions on the multiple aspects of sales and distribution. Opportunity Analysis Opportunity analysis contains a set of analytics for evaluating opportunities in detail as well as the processes involved in the opportunity stage of a sales cycle. It is also possible for sales managers to analyze activities in conjunction with the associated products so that they can gain an accurate picture of whether their sales strategy is being implemented and how successful it is.

You can monitor the sales transactions that have taken place in the organization at a detailed level. . Sales Order Analysis This analysis scenario enables you to analyze sales Orders.Sales Analytics Quotation Analysis This analysis scenario enables you to analyze sales quotations. You can monitor the sales transactions that have taken place in the organization at a detailed level..

Sales Analytics Standard Queries Activities by Category Completed Activities Pre-Sales Investment in Activity Partner Success/Failure Analysis Competitors in Current Opportunities Expected Sales Volume per Product Opportunity Pipeline Sales Volume Forecast Top Five Opportunities Win/Loss Analysis Win/Loss Analysis According to Product Completed Sales Contracts Sales Contract Pipeline Billed Sales Orders (Last 12 Months) per Territory .

the service contract can be the basis for service orders. During its period of validity. starting with the processing of a service order quotation and the processing of the actual service order. Service Order and Quotation Analysis This analysis scenario provides different analyses for complete range of processes relevant to the performance of services. the timeframes agreed in the service level agreement (SLA) are exceeded. for example. and complaint patterns. Service Contract and Quotation Analysis This scenario provides a range of analyses for service contracts starting from the creation of warranties and service products. product quality. . through to contract billing. or escalation measures if. through to key figures such as processing rates and the workload of service team. You can choose from extensive analysis options ranging from customer satisfaction.Service Analytics Service Analytics provides analyses that make operational service processes transparent and measurable. contract quotation and contract agreement.

for example. contract quotation and contract agreement. . during the next 3 months Service Contract and Quotation Analysis This analysis scenario provides a range of analyses for service contracts starting from the creation of warranties and service products.Service Analytics Warranty Analysis This analysis scenario allows you to perform various analyses with reference to warranties such as: Analysis on the profitability of a warranty Analysis of the costs incurred through warranty services Identification of products where a lot of warranty-based services had to be performed to improve the product quality Number of warranties that will run out. Installed Base Analysis This analysis scenario allows you to analyze the details of the installed base data in the context of individual service processes with the customer. through to contract billing.

Service Analytics Standard Queries Expiring Warranties Warranty Expiration Analysis Warranty Costs Analysis Analysis of Products in Installed Bases Highest-Revenue Products in Service Contracts Top-Selling Products in Product Lists Expiring Service Contract Items .

Fact Sheet Analysis The Fact Sheet Analysis in SAP BW enables you to combine the key performance indicators (KPIs) from sales.Customer Analytics The Scenario Customer Analyses enables you to gain important insights about your customers. satisfaction. . and loyalty of your customers as well as their churn behavior. The iViews for Fact Sheet Analysis retrieve data from the various business content objects. which is displayed in the portal applications. You can use different types of customer behavior analysis to analyze the buying behavior. service and marketing business content objects. Furthermore. you can use customer value analyses to determine the value that a customer has for your company.

Customer Analytics Standard Queries Queries for Business Partner Billing Data (0BP_C00_Q0004) Queries for Business Partner Sales Data (0BP_C00_Q0006) Queries for Business Partner Shipping Data (0BP_C00_Q0005) Queries for Migration Analysis Queries for Deviation Analysis .

Product Analytics Standard Queries Best Selling Products Product Profitability Cross-Selling Analysis Complaints by Products Competitor Analysis .

Demo .

expected Product revenues and opportunity pipeline information. for example. It provides data about predicted sales revenue from opportunities. You can also use the results of opportunity analyses for future sales strategy.Requirement Opportunity analysis contains a set of analytics for evaluating opportunities in detail as well as the processes involved in the opportunity stage of a sales cycle. These queries contains following data: Win/Loss Analysis for Opportunities (0CRM_C04_Q001) Win/Loss Analysis According to Product (0CRM_C04_Q016) Top 5 Opportunities (0CRM_C04_Q013) Functional Specs Technical Specs . by looking at competitor information to create target groups for future marketing Campaigns.

0 the activation of BW Adapter Metadata has to be done manually.Activating Appl. . a delta is marked automatically. In CRM versions before CRM 5. If no active version exists. Component & DataSources in CRM STEP1: Activate application component via RSA9 SBIW Business Content DataSources Hierarchy Transfer Application Component STEP2: Activate Business Content DataSources via RSA5 SBIW Business Content DataSources Transfer Business Content DataSources. called BW Adapter metadata. STEP3: Select Delta between Business Content DataSources Choose Select Delta to perform a version comparison of delivered and active versions. STEP4: Extracting a DataSource using the BW Adapter requires additional information.

Once you have selected all required DataSources and nodes choose Activate DataSources from the application toolbar. Transaction code: RSA5 . mark the relevant DataSources and choose Select Sub-tree +/..Activating DataSources in SAP CRM On the Installation of DataSource from Business Content view expand the node ROOT (Application Components ).

Activating Appl..g. Infosources STEP7: Check connection of source systems / DataSources to all relevant Infosources. Component & DataSources in BI STEP5: Replicate DataSource from Source System STEP6: Activate BW Business Content Objects e. STEP8: Check transfer rules and schedule the data request STEP9: Check successful data-upload . Infoobjects.

Replicate Datasource In BI select your Datasource. right click and select Replicate Metadata Transaction code: RSA1 .

Activating BI Content: Infosource Select the Infosource 0CRM_OPPT_H Choose Transfer selections Transaction code: RS ORBCT .

Activating BI Content: Transfer Rules Select the transfer rules 0CRM_OPPT_H & 0CRM_OPPT_I Choose Transfer selections Transaction code: RS ORBCT .

Activating BI Content: Update Rules Select the following update rules 0CRM_OPPH 0CRM_OPPT_H 0CRM_OPPI 0CRM_OPPT_I 0CIC_OOGU 0CRM_OPPT_H Choose Transfer selections Transaction code: RS ORBCT .

In the middle frame. expand DataStore object and double-click Select Objects.CRM Opportunity Item Choose Transfer selections At the top of the right frame.Activating BI Content: DataStore Objects Select the following DataStore Objects: 0CRM_OPPH . At the top of the right frame.CRM Opportunity Header 0CRM_OPPI . choose Grouping and select In Data Flow Before. In the left frame. Transaction code: RS ORBCT . choose Collection mode and select Collect Automatically. select Object types.

In BI goto source system.Checking source system connection Initially we need to check if the connection between two systems are ok. right click on the source system and click on Check. Transaction code: RSA1 .

In the left frame. Transaction code: RS ORBCT . expand Infocube and double-click Select Objects. select Object types. choose Grouping and select In Data Flow Before.Activating BI Content: InfoCubes Select the following cubes: 0CRM_C04 ² Opportunities Choose Transfer selections At the top of the right frame. In the middle frame. At the top of the right frame. choose Collection mode and select Collect Automatically.

At the top of the right frame. select Object types. In the left frame. choose Grouping and select In Data Flow Before. expand Multiprovider and double-click Select Objects. choose Collection mode and select Collect Automatically.Activating BI Content: MultiProvider Select the Multiprovider CRM Sales Funnel/Pipeline Cube 0CSALMC02: Choose Transfer selections At the top of the right frame. In the middle frame. Transaction code: RS ORBCT .

choose Collection mode and select Collect Automatically. Choose Transfer selections At the top of the right frame. At the top of the right frame.Activating BI Content: Queries Select all the queries underneath the InfoCubes and MultioProvider you have activated in the previous section as well as underneath the DataStore Objects 0CRM_OPPH and 0CRM_OPPI. expand query elements. Transaction code: RS ORBCT . choose Grouping and select Only Necessary Objects. In the middle frame. select Object types. In the left frame. expand query and double-click Select Objects.

Data Flow Diagram .

Loading Data Create a Infopackage under the datasource 0CRM_OPPT_H and schedule Proceed similarly for 0CRM_OPPT_I Transaction code: RS A1 .

Reports output Win/Loss Analysis for Opportunities (0CRM_C04_Q001) .

Reports output Top 5 Opportunities (0CRM_C04_Q013) .

Reports output Win/Loss Analysis According to Product (0CRM_C04_Q016) .

com/saphelp_nw70/helpdata/en/04/47a46e4e81ab4281bfb3bbd14825ca/frameset.sap.htm Building Block documents ‡ B73_BB_CRM Sales Analysis ‡ BS4_BB_ConfigGuide_EN_DE CR 900 ² CRM Analytics .Useful links http://help.

THANK YOU .

Sign up to vote on this title
UsefulNot useful