A Beginner's Overview of CRM Analytics

  • by Liang Ma, Specialist Master, Deloitte Consulting LLP
  • November 27, 2012
In this overview of CRM Analytics, learn the basics of what you need to know to select the best analytic options, see the different ways you can create interactive reports and real-time dashboards, and examine the architectural and data flow guidelines used to implement analytics.
Key Concept

CRM Analytics offers analysis that is focused on an organization’s customers, with the goal to perform faster and more optimized business decisions and customer relations. You can perform real-time operational reporting within SAP CRM or Online Analytical Processing (OLAP) analysis as part of SAP NetWeaver Business Warehouse and SAP BusinessObjects. Different system architecture and analytics options are required based on your specific needs.

Say that your business has a large customer base but needs to efficiently determine what people are buying, how they like to make purchases, and who your most profitable customers are. CRM Analytics can play an important role in your business decisions by providing numerous and diverse tools to analyze your customers’ voices, see their priorities and preferences, display the most profitable customers, and show you how to attract more customers like them. CRM Analytics tools can also help you discover which products your preferred customers buy and how they respond to your promotions and campaigns, making it easier for you to efficiently focus your resources.

In the sections below, I outline both the standard and custom SAP functionalities for CRM Analytics that your organization can put to use. I describe the basics of customized reporting and analytics using SAP NetWeaver Business Warehouse (SAP NetWeaver BW) and SAP BusinessObjects, as well as the technical requirements and architectural considerations for both standard SAP CRM analytic applications and customized analytics.

Liang Ma

Liang Ma is a specialist master in Deloitte’s SAP BI/BW practice, specializing in BI and data warehouse solutions in the SAP platform. She has more than 10 years of SAP experience including SAP NetWeaver BW, SAP BusinessObjects, and ABAP. Liang recently spoke at the SAP conferences SAP CRM 2011, SAP Reporting, Planning and Analytics 2010, SAP CRM 2009,  SAP CRM 2010 and SAP Business Objects User 2009. In addition, she has also published articles in the following SAPexperts hubs: BI, CRM, and Financials.

Deloitte shall not be responsible for any loss sustained by any person who relies on this publication. As used in this document, “Deloitte” means Deloitte Consulting LLP, a subsidiary of Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries.

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