How to Use Life Cycle Analytics in SAP CRM and SAP NetWeaver BW to Target Specific Customers

  • by Tobias Scheele, Senior Consultant and Project Manager, ecenta
  • December 7, 2010
Understand the full cross-system flow of customer-relevant analytical information involving SAP CRM and SAP NetWeaver Business Warehouse (SAP NetWeaver BW). See how to automatically create SAP CRM target groups within Analysis Process Designer (APD) in SAP NetWeaver BW.
Key Concept
Analysis Process Designer (APD) is SAP’s environment for data mining. It is focused on, but is not restricted to, SAP CRM data. It can provide a graphical environment that allows you to combine multiple data transformations — such as predictions with decision trees and clustering, scoring, weighting, and ABC classifications — into one consistent analytical flow. This enables you to find significant patterns and hidden associations even in a high volume of data.

In consumer-focused industries, it is almost impossible to influence customers individually based on personal relationships or knowledge. Because of high data volume, the only way to analyze and develop the customer relationship is through automated analytical processes that automatically send results back to operational SAP CRM processes. In our last article, Quick Tip: Uncover the Basics of Life Cycle Analytics Between SAP CRM and SAP NetWeaver BW,” we covered the first steps to understanding this relationship. Now we’ll take a closer look at the example given in that article and provide you with hands-on advice for modeling in Analysis Process Designer (APD) and looping data back to SAP CRM.

The scenario for our example involves the analysis of customer sales orders within a given time frame. The customers can be classified by sales revenue and we want to compare the sales revenues of the customers in specific time intervals (e.g., the last two quarters). This allows you to determine which customers show a significant decrease in sales revenue over the last two quarters, which might indicate that the relationship with these customers is at risk. We want to show that the APD model allows you to identify these customers and to transfer them back to SAP CRM automatically as a target group. This way, the critical customer segment is immediately available in SAP CRM and you can use it for a customer retention campaign, for example.

Tobias Scheele

Tobias Scheele is a senior consultant and project manager at ecenta AG in Walldorf, Germany and has four years of experience in SAP CRM and other SAP products. With a background in technical and functional consulting as well as development and project management, he has contributed to many successful SAP CRM and SAP NetWeaver BW projects worldwide.

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