Analysis Process Designer 101: How to Perform Complex Data Analysis Easily

  • by Dr. Andre Skusa, syskoplan AG, Germany
  • December 15, 2006
Find out about the Analysis Process Designer capabilities in SAP BW that allow you to analyze and group data from mySAP CRM. See how you can create CRM target groups with SAP BW data to organize customer-related activities and process them for specific customer groups.
Key Concept

With Analysis Process Designer, you can create data flows graphically, from simple filter operations to complex data mining applications. By applying ready-to-use algorithms, the system selects the appropriate business partners, which you can then transfer into CRM target groups.

Imagine you are a book publisher. You sell books to bookshops that in turn sell the books to customers. The bookshops that order your books differ in size, targeted customers, and location. Although you keep track of the number and kind of books you sold to the bookshops, you would like to segment the bookshops into different groups so you can target where to sell your books (e.g., shops in more rural or more urban regions, or shops that focus on cookbooks or eastern Asia tour guides).

You could derive this information from the bookshop data you have on hand. However, if you work with Analysis Process Designer (APD) in SAP Business Information Warehouse (BW) and SAP NetWeaver Business Intelligence (SAP NetWeaver BI), you could identify more sophisticated data from the books you sold. For example, you could detect patterns such as “customers who bought this book also bought ...”

Using APD to analyze your CRM data offers several advantages. You can combine data from different sources. For example, you could use business partners’ key figures and attributes from other areas of R/3 or mySAP ERP Central Component (ECC) that contain additional information about the business partners, such as creditworthiness, payment behavior, and frequency of orders and shipments. You could also link external data, such as market data, with the data about books you sold or the bookshops’ regions.

To create target groups — the business partners you want to contact for your marketing activity — in APD you need:

  • SAP BW 3.5 or higher. You can use earlier BW systems, but you need to adjust how you configure the CRM data target. For more information about this, refer to the sidebar, “Simulate CRM Target Groups with BW Releases Prior to 3.5.”

  • mySAP CRM 4.0 or higher

  • CRM business partners extracted into BW. All of the business partners that you want to sort into target groups must exist in mySAP CRM.

To understand how the interaction between APD and mySAP CRM works, let’s look at how to create an analysis process in which you use a graphical user interface (GUI) to create data flows without programming. Typically, both the BW and CRM teams are involved in this process. The BW team provides the extractions and the CRM team provides the knowledge about the data structures that are extracted. Both teams can create and run the process, but familiarity with BW behavior is helpful.

Dr. Andre Skusa

Dr. Andre Skusa is a BW consultant for syskoplan AG and focuses on data mining and geo-marketing. Since its foundation in 1983, syskoplan has made a name for itself as a systems integrator and consulting partner for all aspects of BI and customer relationship management. syskoplan carries out software projects for major companies and sector leaders in Germany, Europe, and the United States.

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