SAP CRM Analytics

SAP CRM
Customer relationship management is a broadly recognized, widely-implemented strategy for managing and nurturing a companys interactions with customers and sales prospects. It involves using technology to organize, automate, and synchronize business processesprincipally 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.

SAP CRM Middleware

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

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, such as Chemical Market Potentials (sBDoc)

Master Data
Business Partners Accounts, Contacts, Employees Products Material, Service, Warranty, Financing, Intellectual property

Territory

Geographical locations, products, directly assigned business partners

Product Packages services or contract items, Rate plans, Incentive products, discounts Product Catalog printed format or CD-ROM Warranty Management Service processes, confirmations, complaints

CRM Process life cycle

It is simply the behavior of a customer with your company over time. Customers begin a relationship with you, and over time, either decide to continue this relationship, or end it. At any point in this LifeCycle, the customer is either becoming more or less likely to continue doing business with you, and demonstrates this likelihood through their interactions with you.

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

SAP CRM Analytics (overview)

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.

CRM Analytical Methodology

Measure

Optimize

Predict

Plan

CRM Analytical Methodology - Measure

Collect the relevant customer data to understand the customer behavior and various customer interaction process SAP BWs rich data warehousing and data analysis functionality provides you the various option to collect and represent relevant data in Bex and Web. 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

CRM Analytical Methodology - 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

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, 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.

CRM Analytical Methodology - 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, such as:
Campaign Planning Opportunity Planning Trade Promotion Planning

CRM Analytical Methodology - Optimize

SAP CRM Analytics not just about measuring results. 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

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. It combines all these different steps into a single data process with visual interface

CRM Analytics Applications

Marketing Analytics Sales Analytics Service Analytics Customer Analytics Product Analytics Interaction Center Analytics

Marketing Analytics
Marketing Analytics delivers analytical applications, Business Content, and tools that enable you to answer numerous business questions covering multiple aspects of marketing management, campaigns, leads, and the market. 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, 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. Lead analysis Lead Management is used for entering and managing the potential purchasing interests of the business partners. You can measure the success and efficiency of leads that have been created within a certain period or via a specific channel (e.g. via campaigns or the Internet). You can also monitor the creation of leads and their processing progress over specific periods, for various products or in different organizational units. Finding out why leads could not be won can also be vital to the analysis of your Lead Management processes.

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. Sales Marketing Customer Profitability: Top 10 Products: Top N Product Analysis Lead Management: Channel Analysis Won/Lost Leads Channel Mgmt.: Lead History

Sales Analytics
The area Sales Analytics delivers analytical reporting tools to answer business questions on the multiple aspects of sales and distribution. The sales Analytics can be further divided into the following: Activity Analysis Activity analysis enables sales managers to monitor their sales teams daily work, as well as enabling sales representatives to keep track of their own activities. Sales managers can see the success rate of activities, and analyze whether the customer or the sales team predominantly initiated the customer contact. He can also evaluate the intensity of their customer care. 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. 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 provides data about predicted sales revenue from opportunities, expected Product revenues, and opportunity pipeline information. You can also use the results of opportunity analyses for future sales strategy, for example, by looking at competitor information to create target groups for future marketing campaigns.

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 Order Analysis This analysis scenario enables you to analyze sales Orders. 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

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

Service Order and Quotation Analysis This analysis scenario provides different analyses for complete range of processes relevant to the performance of services, starting with the processing of a service order quotation and the processing of the actual service order.

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, for example, 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, contract quotation and contract agreement, through to contract billing.

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.

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

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

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

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. It provides data about predicted sales revenue from opportunities, expected Product revenues and opportunity pipeline information. You can also use the results of opportunity analyses for future sales strategy, for example, by looking at competitor information to create target groups for future marketing Campaigns. 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

Activating Appl. 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.

STEP3: Select Delta between Business Content DataSources Choose Select Delta to perform a version comparison of delivered and active versions. If no active version exists, a delta is marked automatically.

STEP4: Extracting a DataSource using the BW Adapter requires additional information, called BW Adapter metadata. In CRM versions before CRM 5.0 the activation of BW Adapter Metadata has to be done manually.

Activating DataSources in SAP CRM

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

Transaction code: RSA5

Activating Appl. Component & DataSources in BI

STEP5: Replicate DataSource from Source System

STEP6: Activate BW Business Content Objects e.g., Infoobjects, Infosources

STEP7: Check connection of source systems / DataSources to all relevant Infosources.

STEP8: Check transfer rules and schedule the data request

STEP9: Check successful data-upload

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

Activating BI Content: DataStore Objects

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

Transaction code: RS ORBCT

Checking source system connection

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

Transaction code: RSA1

Activating BI Content: InfoCubes

Select the following cubes: 0CRM_C04 Opportunities Choose Transfer selections At the top of the right frame, choose Grouping and select In Data Flow Before. At the top of the right frame, choose Collection mode and select Collect Automatically. In the left frame, select Object types. In the middle frame, expand Infocube and double-click Select Objects.

Transaction code: RS ORBCT

Activating BI Content: MultiProvider

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

Transaction code: RS ORBCT

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. Choose Transfer selections At the top of the right frame, choose Grouping and select Only Necessary Objects. At the top of the right frame, choose Collection mode and select Collect Automatically. In the left frame, select Object types. In the middle frame, expand query elements, expand query and double-click Select Objects.

Transaction code: RS ORBCT

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)

Useful links
http://help.sap.com/saphelp_nw70/helpdata/en/04/47a46e4e81ab4281bfb3bbd14825ca/frameset.htm

Building Block documents B73_BB_CRM Sales Analysis BS4_BB_ConfigGuide_EN_DE CR 900 CRM Analytics

THANK YOU