Overview Presentation - Analytics (BPP For SAP CRM 4.0)

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mySAP CRM
Overview Presentation:
CRM Analytics
(Release 4.0)
Content
 Introduction
 Challenges and Market Trends
 Overview – mySAP CRM Analytics
 CRM Analytics within mySAP CRM

 Customer and Product Analytics
 Marketing Analytics
 Sales Analytics
 Service Analytics
 Interaction Channel Analytics
 Analytical Methods and Architecture
 Conclusion
 SAP AG 2003, mySAP CRM Overview Presentation: CRM Analytics / 2
Subject to change without notice
Content
 Introduction

 Sales Analytics
 Conclusion
Customer Centric E-Business with mySAP CRM
The Solution is Complete

Rich Functionality and Supporting Capabilities

Customer Centric E-Business with mySAP CRM
mySAP CRM Analytics

Delivers Insight Throughout the Customer Lifecycle
 Customer analytics
 Product analytics
 Marketing analytics
 Sales analytics
 Service analytics
 Interaction Channel analytics

Content
 Introduction

 Sales Analytics
 Conclusion
Content
 Introduction

 Sales Analytics
 Conclusion
Introducing mySAP CRM Analytics
mySAP CRM Analytics
is an integrated suite of analytical

and planning solutions that fully enable
companies to drive their customer-centric processes
It allows you realize the full profit It provides you with relevant
potential of each customer with analytical packages and
greater content that enable you to
Profit margins
Share of wallet
Measure,
Satisfaction Predict,
Loyalty Plan, and
Rate of conversion Optimize
your customer relationships

Relevant Methods for Supporting CRM Analytics
Critical steps to success:

 Capture all relevant customer information from different sources and
integrate it into a customer knowledge base with a 360° view
 Measure and monitor the relevant key performance indicators to
assess the operational success of your business
 Uncover hidden patterns and trends that impact your business, and
apply these learnings to predict future shifts in your customers‘
behavior
 Plan clear objectives for your business and
coordinate your resources in order to achieve
your goals
 Deploy analytical results to optimize your
operational processes and empower your
employees to make informed decisions

Analytics – Architecture and Platform

Analytics – Organized around your business
Analytical Scenarios provide you with

predefined packages and content,
which contribute the appropriate Insights to
drive customer-centric processes
Content
 Introduction

 Sales Analytics
 Conclusion
Customer Analytics – Selected Examples
Customer Satisfaction and Loyalty Analysis

Marketing
Customer Segmentation with Clustering
Sales Migration Analysis

Customer
Churn Management
Service
Customer Profitability Analysis
Customer Lifetime Value Analysis
Real-Time Analytics

Satisfaction & Loyalty Analysis - Process
Data Understanding Action

Proces
Develop & Collect & Analyze Deploy

Load Survey Calculate
Distribute Satisfaction Analytical
s
Results Importance
Questionnaire & Loyalty Results
What are the customer For which customers

Which customers
priorities? How do they should I improve
are not satisfied?
Questions
Business
change over time ? customer satisfaction ?
What is the level of What drives

customer satisfaction? customer satisfaction ?
Output /
Satisfaction Index Over Time Importance Over Time

KPI’s
Loyalty Index Over Time

Satisfaction & Loyalty Analysis - Process

Proces
Develop & Collect & Analyze Deploy

Load Survey Calculate
Distribute Satisfaction Analytical
s
Results Importance
Questionnaire & Loyalty Results
Customer
Analytics
Questionnaire Operations Satisfaction

Campaign

Satisfaction & Loyalty Analysis
The Satisfaction and Loyalty

Analysis application enables
companies to:
 Collect satisfaction data based
on survey results
 Understand the quality and
important factors for improved
customer satisfaction
 Measure customer loyalty
 Capture the customer view of
what is important and successful
 Compare customer satisfaction
and priorities over time

Customer Segmentation and Customer Valuation

Proces
Collect Group Your Analyze Calculate Retention Focus on

Data & Customers Profitability & Customer Most Valuable
s
Profiles in Segments by Segment Lifetime Value

Customers
What are my Which segments In which customer

customer segments? are the most segments should we
Questions
Business
profitable ones? invest?
What are these What are the retention

segments like? What are rates of the different
their specific needs? customer segments?
Output /
Homogeneity of Retention Rates

KPI’s
your Customer Segments

Customer Profitability Customer Lifetime Value

Customer Segmentation and Customer Valuation

Proces
Collect Group Your Analyze Calculate Retention Focus on

Data & Customers Profitability & Customer Most Valuable
s
Profiles in Segments by Segment Lifetime Value

Customers
Customer
Analytics
Marketing
Attributes Operations Target Group

Customer Segmentation with Clustering
Segment your customers in homogenous groups with

homogenous profiles and needs
Clustering helps you to:
 Explore vast amounts of customer profiles and classify
your customers in groups
 Analyze and compare your customer segments and understand their
specific characteristics

Customer Migration Analysis
Customer Migration Analysis allows you to check the

reliability of your segmentation results and also to track
the changes in segment membership over time.
 Analyze changes of your
customer segments between two points in time
 Analyze the stability of your customer segments

Retention/Churn Management - Process

Proces
Collect Identify Determine Consider Retain Valuable

Analyze
Data & Lost Likelihood Customer & “at Risk”
s
Profiles
Profiles Customers to Churn Value Customers
Which customers
Questions
Business
Which customers should I retain? How should I

are leaving? deploy my resources
Which customers to retain these
have the same customers?
profiles and are likely
to churn?
A huge Customers Rule: Action: When a customer

number of from Midwest High value service agent logs a
customers complaint, the system
Example
customers with >2

in Midwest complaints (>$3000 checks whether it comes
left leave 80% of revenue) from from a high-value Midwest
the time Midwest customer. If so, the agent
should be receives the retention script
retained and discount information

Retention/Churn Management - Process

Process
Proces
Collect Identify Determine Consider Retain Valuable

Analyze
Data & Lost Likelihood Customer & “at Risk”
s
Profiles
Profiles Customers to Churn Value Customers
Customer
Determine
Customer
Status
Analytics
Sales
Data
Operations Target Group

Retention/Churn Management
The Retention/Churn
Management
application enables
companies to:
 Identify lost customers
 Understand what factors lead to
lost customers
 Recognize which customers are
liable to churn
 Calculate the cost of losing
customers
 Target which customers should
be retained

Customer Profitability Analysis
Extend your contribution margin statement to include…

- cost to acquire Gross Sales
Volumes 30PC
- cost to retain Gross Sales
-SalesDeductions
500
20
Net Sales
- cost to provide Net Sales 480
- cost to serve
-Product Costs 250
ContributionMarginI (CMI) 230
Product Costs -Direct Sales Costs 20
 Collect revenues and
Customer Profitability
-CampaignandPromotional Costs 10
costs reconciled with -Customer- relatedOrderCosts 10
Direct Sales -
-CustomerrelatedShipment Costs 40
your financials Costs
ContributionM arginII 150
Indirect
systems Sales
-CustomerVisits 30
Costs -CustomerSupport 10
 Allocate marketing, sales, -CustomerCare 50
Customer-Related Costs ContributionM arginIII (CMIII) 60
and service costs to your
customers at no additional effort
 Analyze your customer profitability and classify your
customers into ABC categories

Customer Lifetime Value Analysis
Customer Lifetime Value Analysis enables companies to:

 Gain insights about which customers will continue to
drive profits
 Evaluate acquisition costs
 Calculate customer retention and the impact on profitability
 Score and rank customers based on future profit potential

Real-Time Prediction of Customers’ Credit Standing

Proces
Collect Create Scoring Define Scoring Recommend Terms

Data & Model to Determine Model for Real- of Payment Based on
s
Profiles Credit Standing Time Prediction Predicted Scores
How can you predict Which customers

Questions
Business
the credit worthiness are likely to be Which are the

of your customers? credit worthy? appropriate
payment terms for
a new customer?
Customers with an Rule: Action:

address in very poor Customers who The web shop applies
Example
areas fail to pay their bill buy products for more the rule to offer the
80% of the time then 500 euros appropriate
and have a credit terms of payment
score lower then 80

Product Analytics – Selected Examples
Marketing
Best Selling Products
SalesProfitability
Product
Cross-Selling Analysis
Service
Complaints by Product

Cross-Selling Proposals
Data Understanding
Understanding Action
Proces
Create Analyze Transfer Create

Collect
Cross-Selling Cross-Selling Rules to Product
s
Data
Rules Rules CRM Proposal
How likely is it Which customer

Questions
Business
that two products groups exhibit

are sold together? this behavior ? How can I make
the best offer in
How does my web shop or
cross-selling behavior Interaction Center ?
change over time?
Rule: When a Action: When

customer buys a customer service agent
Example
desktop, he will also enters an order,

be likely to by a he can make
printer in 80% of the a cross-selling
time proposal

Cross-Selling Analysis
Analyze the buying behavior of

your customers and deploy the
knowledge in personalized
product proposals
Cross- When a customer buys a desktop computer,

Selling he will also be likely to buy a printer 80% of the time.
Rule This behavior can be found in 40% of all purchases

Marketing Analytics – Selected Examples
Market Exploration
External List Analysis
Marketing Budget Planning
Campaign Planning
Marketing Optimization and Refinement
Lead Analysis
Marketing Plan Analysis
Campaign Monitoring and Success Analysis

Market Exploration
Target new prospects with

greater precision and
discover untapped
marketing opportunities
 Combine operational sales data
with external market data from
D&B and analyze your
penetration of industry sectors
 Discover the potential of
industry sectors and focus on
attractive markets
 Exchange attractive prospects
with CRM and deploy your
discovered potential

External List Analysis
Load external addresses into your

customer knowledge base and
target new prospects with bought
or rent addresses
 Analyze the contacts and won customers
per external list
 Analyze the address quality of
your external list
 Analyze costs and revenues
per external list

Marketing Budget and Campaign Planning
Integrate planning layouts in your campaign and

marketing environment and monitor the success
of your plans
Plan/Actual
Comparisons
Key Figure Planning

Optimize Your Target Group Based on Response
Probability of Business Partners
A customer who
 bought recently,
 buys frequently, and
 whose spending has a
high monetary value,
has a high probability of
responding to a campaign
Analyze your target group with

regard to the predicted response probability
Marketing Optimization and Refinement
Add
Optimization
Element
Enter Costs and

Values
Choose RFM
Model or Customer
Response Model
Optimize your campaigns based on response models,

campaign costs, revenues, and constraints

Lead Analysis
Analyze the success and efficiency

of your lead-generating activities
 Analyze won and lost leads by channel
 Analyze and evaluate your leads and the
efforts to transform them into
opportunities
 Analyze the reasons why leads were lost

Campaign Monitoring and Success Analysis
Analyze and monitor the success of your campaigns

Marketing Analytics – Benefits
Increased effectiveness and efficiency for your

marketing professionals
 Improve market intelligence
 Incorporate data from leading third-party providers such as
Dun & Bradstreet
 Control costs
Track the many variables of your marketing budgets
 Justify expenditures
Prove the value of your programs through
concrete analyses of campaign results

Sales Analytics – Selected Examples
Sales Planning
Sales Pipeline Analysis
Marketing
Sales Funnel Analysis
SalesAnalysis
Activity
Service
Opportunity Planning and Analysis
Contract Analysis
Sales Quotation and Order Analysis
Sales Analysis and Planning by Territory
Sales Performance Analysis
Billing Analysis

Sales Planning Analytics
Full workset with analyses of planned and actual sales revenues

Access to the sales planning transaction and planning sheets
Alert list as part of the interactive planning process between managers
and staff
Quick access to historical information as source info for next year’s
plans
Integration of opportunity planning information into general sales plan

Sales Planning Analytics
My Team’s Opportunities:
Aggregated view of main and sub-
opportunities
Clear overview of expected sales

volumes in large projects
Drill down to individual expected

revenues by product or customer
Plan/Actual Monitor:
Comparison of sales targets, expected
sales revenue from opportunities and
actual sales revenue in one view
Easy toggle between figures by

customer, sales organization or region
Pre-defined alert if expected sales

revenue falls below a certain threshold

Pre-Sales Analytics
To help you answer questions about your pre-sales processes,

such as:
 Is my sales strategy being implemented?
 What does my pipeline look like?
 Is my sales team optimally distributed across my territories?
 Are products being best placed at my customer’s sites?
 Do I have enough opportunities to fill the pipeline?
 Will the expected sales revenue meet this quarter’s target?
Leads, activities and

opportunities all with relevant
analyses
Pre-Sales Analytics - Examples
Opportunity Pipeline:
What is the future sales revenue for the
next quarter?
Which customers or products will provide
me with maximum sales?
Are opportunities moving from phase to
phase on time?
Win/Loss Analysis:
What proportion of our opportunities are
we losing?
When do we lose them?
What are the reasons given by customers
or the sales team?
How can we improve our sales strategy to
ensure greater wins next quarter?

Sales Management Processes
Analyses of sales quotation, order and contract management

provide sales managers with answers to questions such as:
 Which product mix is most successful?
 What is the average net value of a sales order this month?
Sales representatives find answers to questions such as:

 Which customers will bring in my sales revenue?
 Which customers aren’t ordering fast enough for me?
A combination of the analytical and operational enables your sales

team to react promptly to negative situations or critical issues.

Sales Management Processes - Examples
Top 5 Quotations:
Where is the highest potential revenue?
How quickly are quotations being
converted to sales orders?
Which customers should my sales reps
be talking to?
Incoming Sales Orders:

What is my average monthly income?
What is the average value of an order?
What is the average value of the
products ordered?

Sales Performance Analysis
Based on the theory of the balanced scorecard,

sales performance analysis provides four views:
Financial
Account-related
Internal processes
Learning and growth

Sales Performance Analyses for mySAP CRM Sales
What Do I Need to Know? How Can I Find Out?
 What is the market potential

Top Ten Products Analysis
for my product?
 Which customers should I Customer Lifetime Value
concentrate on?
 How efficient are my sales Sales Pipeline Analyses
processes? This Week’s Backorders
 Are there any problems in
delivery? Intensity of Customer Care
 Where is my sales team
Lead Funnel Analyses
putting in the most effort?
 Were my sales strategies Plan/Actual Comparisons
successful?
Headcount and Overtime Rates
 How high is staff morale?

Service Analytics – Scenario Summary
Analytical Processes
Service Contract and Quotation Analysis
Warranty Analysis
Service Order and Quotation Analysis
Cost and Revenue Analysis
Complaints and Returns Analysis
Installed Base Analysis
Case Management Analysis
Planned Service Analysis
Strategic Service Planning

Installation Analyses
What is happening within the Installed Base?

Planned Service Analyses
How is my plan?

Parts Planning Analyses
Do I have the parts I need?

Case Management Analyses
What is the Case Load?

Complaint Analyses
Where and why are my customers

having problems?

Service Performance Analyses for mySAP CRM Service
Service Performance Analysis - as a modular

performance measurement system for decision
support and improving your business.
Improving requires knowing… What Service Analytics can tell you…
Am I efficient? … Changes in Overall Controlling …
Which products are successful? … Variance Analysis per Product …
Are my customers happy? … Customer Satisfaction and Loyalty Index …
Am I on-time? … Service Compliance …
Where do I have problems? … Number of Service Complaints …
Where are my resources? … Headcount …
What are my costs? … Changes in Material and Labor Costs …
Where can I improve? … Overtime Rate …
Is my plan good? … Planning Accuracy per Service …
Who are my best customers? … Variance Analysis per Sold-To Party …
What do my customers like? … Sold-To Party Analyses …..

Interaction Channel Analytics – Selected Examples
E-Analytics: Web-Site Monitoring

Marketing
E-Analytics: Web Analytics
Sales Center Analytics

Interaction
Channel and Partner Analytics
Service
Field: Offline Reporting

E-Analytics
Understand the
performance and
acceptance of your
E-commerce channel
 Analyze the online
experience of your
customers in Web
Analytics
 Use Web Site Monitoring
to discover technical
problems and improve
your web shop
 Analyze conversion rates
and the success of your
web shop

E-Analytics in SAP Internet Sales
Business Interaction Presentation

Services
mySAP CRM SAP J2EE Engine
Request
CRM Server
Java
Internet Sales Business
Java Connector
Events
Web Server
Connector
Business Event API Response
Browser
Request
Java Servlet API
Browser
Request
Response
Browser
Response
Browser
mySAP BW
Server Capture Pipeline
Web Site Monitoring

E-Selling Analysis
Canister,
Indexer, &
Extractor

Value Proposition
 Capture the complete online experience of your customers -

across multiple sessions
 Generate dedicated reports outlining the selling
performance of your web site
 Optimize your look-to-buy conversion rate and maximize up-
selling opportunities
 Configure your catalog and products for optimal positioning
 Allow your sales representatives a complete replay of the
customer shopping experience
 Combine clickstream information with
information from your R/3 and CRM systems
for optimal coverage of your business success
 Develop targeted marketing campaigns based
on customer behavior and profiles

Interaction Center Analytics
Improve the Performance

of your Interaction Center
 Analyze your interaction
center statistics, such as
call volumes, service level,
agent performance and
average speed of answer.
 Evaluate usage and
efficiency of your
interaction center scripts
 Understand the importance
of different communication
channels for your
customers

Channel and Partner Analytics
Plan and analyze channel

business and prepare
partners to sell products
and complementary
services
 Provides a broad range of
standard reports and analysis
to determine partner coverage
and gaps, partner and channel
performance, revenue and
sales statistics, ROI of partner
investments, partner gross
margins, and partner
utilization.
 Enables brand owners to
provide channel partners with
reports and analyses relevant
to their business

Offline Reporting and Planning in Mobile Sales
Leverage your investments in analytics and

planning also offline:
 Distribute your Analysis to
your mobile clients and
analyze your data.
 Distribute plans for
opportunities and trade
promotions to your laptops
and modify those plans
accordingly

Content
 Introduction

 Sales Analytics
 Conclusion
CRM Analytics - Methods
Understand the performance of all customer

interactions!
 Collect all RELEVANT data
 Provide FLEXIBLE reporting options
 Discover the TRUE profitability and value of your
customers
Measure

Measure
Collect relevant data and monitor key performance

indicators to assess the success of your business

Predict customer behavior and its impact on

profits!
Behavior Modeling
 Clustering
 Association Analysis
 Decision Tree
 Scoring (Weighted Score Tables)
Predict  Linear and Multi-Linear Regression
Value Modeling
 Customer Lifetime Value (CLTV)
 Pre-Evaluation of Campaigns

Predict
Uncover hidden patterns and trends that impact your

business and apply these learnings to predict future
shifts in your customers’ behavior

Develop the right strategies for success!

 Drive strategy into planning
 Support planning across organizational boundaries
 Introduce predictive intelligence as part of planning
Plan

Top-Down / Bottom-Up Key Figure Planning
Business Content delivered for

rapid deployment
s
ing
tt
Se
et
period-based
arg
Multiple dimensional planning Strategy
nT
ow
pd
To
Flexible key figure definition based period-based
Business
on organizational needs
ing
nn
Process
P la
period-based
up
Integration with financial system
m
tto
Bo
(budgetary control) Objects
object-based
Common planning platform across

all solutions (CRM, SCM,
Enterprise...)

Easy-to-Use, Integrated Planning Applications
High integration of
planning layouts
in CRM applications,
such as:
 Trade Promotion
Planning
 Opportunity Planning
 Campaign Planning
Enhanced layout
features support
easy-to-use
planning functions,
such as
 Collapsing and expanding
columns
 Top-down distributions
 Flexible calculations

Empower employees to make the right

decisions!
 Offer the right products and services to the right
customers at the right time
 Trigger customer-centric actions using CRM
Analytics
 Support decisions in real time!
Optimize

Optimize - Integrated Applications
Deploy analytical results in your operational processes

and empower your employees to make informed decisions
Cross-Selling Proposals
Target Group Selection

Campaign Optimization
Optimize - Transfer of Analytical Results
Use Analysis Process

Designer to Transfer
Analytical Results to CRM
Marketing Attributes

Optimize - Real-Time Analytics
Conduct a personalized dialog with your customers

using Real-Time Analytics
Customer orders
Intelligence
Connector
e.g.
in a web shop
Determination of a
Credit Score and
Personalized Payment
Terms

CRM Analytics Architecture

Content
 Introduction

 Sales Analytics
 Conclusion
Making the Difference with CRM Analytics
Strengths of Analysis and Planning with mySAP CRM
 CRM Analytics is based on an established and scalable BI solution

 Prepackaged analytical applications cover all relevant business questions
relating to CRM
 Portal integration together with strong web publishing functionality support
easy distribution of information
 Data reliability and consistency is guaranteed by a common world of
metadata and extractors
 Comprehensive predictive intelligence supports prospective analysis
 A broader perspective of corporate data helps you to connect and link your
insights beyond CRM with SCM, Financials, HR, and so on
 Tight business process integration with operational CRM
 Ready-to-run Business Content
 CRM Analytics is embedded in a company-wide business planning solution,
as well as in a business analytics and strategy management solution

Key Benefits of mySAP CRM Analytics
“What are your customers’ priorities and preferences?”

 Customer Behavior Analysis
 Use Clustering to gain a better understanding of your customer profiles and
customer segments
 Use predictive methods to discover behavioral patterns and trends
 Analyze and exploit cross-selling and up-selling opportunities
“Who are your most profitable customers?”

 Customer Value Analysis
 Leverage profitability management to measure not only contribution margins, but
also costs for acquiring, serving, and retaining your customers
 Classify your customers based on their value
 Analyze profits generated over the customer lifetime (Customer Lifetime Value)
 Use scoring to measure the potential of your customers and share this knowledge
across your organization
“How can you attract more valuable customers?”

 Use analytical results to create target groups and focus on the most attractive
customers
 Use cross-selling rules to optimize your product offering

“How can you ensure you are talking to the right people?”
 Use Recency, Frequency, Monetary Value (RFM) Analysis to estimate the response
rates of your campaigns. Based on this information, you can then optimize your target
group to maximize profits and ROI
 Focus on your most attractive customers with Customer Lifetime Value and
ABC Classification
“How can you synchronize marketing efforts across the

enterprise?”
 Marketing Planning
 Share information centrally across the enterprise
 Coordinate and focus the efforts of all resources involved in the marketing process
 Manage and coordinate promotional campaigns with other key departments including
design, production, and customer service
“How do you determine which customers are likely to leave your

business ?”
 Churn Management
 Analyze the current churn situation
 Predict customers’ likelihood of leaving your business
 Retain the most valuable customers

“How satisfied are your customers?”

 Customer Satisfaction and Loyalty Analysis
 Use an integrated process to send out web surveys to your customers and collect
the survey results in an automated way
 Use analytical methods to analyze customer satisfaction and loyalty
“How can you make sure that you achieve your goals in sales?”
 Sales Planning
 Use a flexible and easy-to-use planning application to forecast and monitor
your sales business
 Choose between an Excel-based front end or a Web front end to enter your
planning data
“How can you improve the performance in sales?”

 Sales Analytics
 Take advantage of a performance measurement system containing a
wide range of analyses related to all relevant aspects of your sales business
 Leverage enterprise-wide analyses across Sales, Marketing, and Service

“How can you monitor the performance of your service

business?”
 Leverage comprehensive Business Content that helps you analyze the efficiency and
workload of your service organization
 Use a comprehensive set of service-related KPIs, such as number of customer
complaints, service level compliance, and profitability of your service activities
“How can you understand and evaluate the online experience of

your customers?
 E-Selling Analysis
 Capture not only log files but also business events in your web shop
 Measure KPIs, such as conversion rates, number of visits, repeated buying behavior,
...
“How can you leverage your customer knowledge in the

Interaction Center?”
 Channel Analytics
 Manage your customer interactions based on customer-related KPIs and
classifications
 Proactively suggest optimal offers to your customers

SAP CRM Customer Statistics
mySAP CRM - Customers By IBS
Public Process
not assigned
Services Industries
Financial 1%
5% 18%
Services
2%
Service
Industries
26%
Discrete
Industries
Retail 26%
6% Consumer
Products
16%
Source: CMI, January 8, 2002

For actual information please visit SAPNet Alias: /CIN
mySAP CRM
Customer-Centric E-Business for Today’s Enterprise

mySAP Business Suite
The Solution for the Extended Enterprise
Engineering
Engineering Collaboration
Partner
Supplier
Relationship PLM
Management Customer
Human Financial
Capital Mgmt
SRM Mgmt CRM
Admin. & Operations

Supplier Customer
SCM Relationship
Management
SAP NetWeaver Business Platform
Supply Chain
Collaboration
Supply Chain
Partner
Contact & Further Information
 CRM Training Course

CR900 and TACRM6 (Partner)
 mySAP CRM Analytics

SAPNET Alias: CRM-Analytics
 Direct contact:
CRM Product Management:
Stefan.Kraus@sap.com

Value Proposition
 Understand who the partners are, what they sell,

where they sell, and to whom they sell
 Plan and analyze channel business by identifying
gaps in partner coverage and target new or enhance
existing partner relationships
 Increase channel intelligence through
comprehensive analytics


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raf t

 Challenges and Market Trends

 Overview – mySAP CRM Analytics

 CRM Analytics within mySAP CRM

 Analytical Methods and Architecture

 Challenges and Market Trends

 Overview – mySAP CRM Analytics

 CRM Analytics within mySAP CRM

 Analytical Methods and Architecture

The Solution is Complete

 SAP AG 2003, mySAP CRM Overview Presentation: CRM Analytics / 4

mySAP CRM Analytics

 Interaction Channel analytics

 SAP AG 2003, mySAP CRM Overview Presentation: CRM Analytics / 5

 Challenges and Market Trends

 Overview – mySAP CRM Analytics

 CRM Analytics within mySAP CRM

 Analytical Methods and Architecture

 Challenges and Market Trends

 Overview – mySAP CRM Analytics

 CRM Analytics within mySAP CRM

 Analytical Methods and Architecture

mySAP CRM Analytics

is an integrated suite of analytical

your customer relationships

 SAP AG 2003, mySAP CRM Overview Presentation: CRM Analytics / 8

Critical steps to success:

 SAP AG 2003, mySAP CRM Overview Presentation: CRM Analytics / 9

 SAP AG 2003, mySAP CRM Overview Presentation: CRM Analytics / 10

Analytical Scenarios provide you with

 Challenges and Market Trends

 Overview – mySAP CRM Analytics

 CRM Analytics within mySAP CRM

 Analytical Methods and Architecture

Customer Satisfaction and Loyalty Analysis

Sales Migration Analysis

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Data Understanding Action

Develop & Collect & Analyze Deploy

What are the customer For which customers

change over time ? customer satisfaction ?

What is the level of What drives

Satisfaction Index Over Time Importance Over Time

Loyalty Index Over Time

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Data Understanding Action

Develop & Collect & Analyze Deploy

Questionnaire Operations Satisfaction

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The Satisfaction and Loyalty

 SAP AG 2003, mySAP CRM Overview Presentation: CRM Analytics / 16

Data Understanding Action

Collect Group Your Analyze Calculate Retention Focus on

Profiles in Segments by Segment Lifetime Value

What are my Which segments In which customer

profitable ones? invest?

What are these What are the retention

Homogeneity of Retention Rates

your Customer Segments

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Data Understanding Action

Collect Group Your Analyze Calculate Retention Focus on