How To Segment Your Customers using SAP BW and CRM
Every marketer is constantly consuming information about their prospects and customers. Unfortunately, prospects and customers like to play Hide-N-Go seek with their personal information. That is what makes effective marketing so challenging. How does the SAP CRM System
leverage the capabilities of SAP BW to slice and dice
prospect data for effective segmentation of their business partners (which is what SAP calls most everybody that has anything to do with your business):?
- SAP BW is where customer mailing list are stored.
- SAP CRM consumes sub-sets of information from these lists.
- Transaction Code rstg_bupa is the transaction you can actually use in SAP BW to bring up the selection screen to start your lead segmentation.
- Using this T-Code, you then select the Attributes you want to include as part of your segmentation.
If you want to truly leverage the power of SAP and amp up your marketing, then you will want to execute the closed loop marketing scenario of SAP CRM-BW-SEM (Strategic Enterprise Management) + Project Management, and couple it with an external marketing and promotions service provider, such as www.DragandGlue.com, which is a true multi-Channel, write-once, use everywhere, marketing platform. Why would I recommend the inclusion of an external service provider in the closed-loop scenario? Focus. SAP BW can and will help you to acquire and maintain segmented customer list. If you are familiar with inbound marketing concepts, and the need to produce useful content to attract leads, while leveraging the advanced capabilities of SAP to both plan against a budget and provide highly granular plan vs actual analytics, you will understand that SAP needs to be supported by a creative content management platform to truly be able to leverage the PDCA (Plan, Do, Check, Act) cycle.
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Comments are always Welcome!
Lonnie D. Ayers, PMP
President, SAP BW Consulting, Inc.