Increase the Effectiveness of Your Marketing Campaigns with Deduplication

  • by William R. Pritchett, Senior Business Process Engineer, Dow Corning Corporation
  • John Burton, Director Solution Management, SAP Interaction Center & Social CRM, SAP
  • June 9, 2009
SAP CRM Marketing allows you to build target groups so that you can send campaigns to large distribution lists. A deduplication method ensures that each business partner is contacted just once for any given campaign.
Key Concept

SAP CRM Marketing allows you to build target groups based on contacts’ marketing attributes or other criteria, such as their country or language. Depending on the criteria you use to create your target group and the number of duplicate records in your database, you may see duplicate records in your target group after you build it. Business Add-In CRM_MKT_BP_DETRMINE enables you to eliminate duplicate records based on rules that you define.

When you execute a marketing campaign in SAP CRM, you must first use the Segment Builder to create a target group. The target group is the list of contacts who will receive the campaign. You can build target groups using any filter criteria you choose. You may build a target group based on one or more marketing attributes, or you can create a target group based on the recipients’ country, language, age, or gender. You can use virtually any business partner field to include or exclude contacts from a target group.

When you build your target group, SAP CRM automatically eliminates duplicate records based on the business partner number. However, if your database contains multiple records for the same email address, telephone number, or street address, it is possible to create a target group that reaches the same recipient more than once. A single household might receive multiple copies of the same mailing.

Customers become annoyed when they receive the same offer multiple times (especially if they have already declined the offer the first time). Furthermore, multiple mailings to the same contact could also lead to discord and animosity between the marketing department, which generated the target group containing the duplicate records, and the call center organization, which has to deal with annoyed customers.

William R. Pritchett

William (Bill) Pritchett has more than 25 years of IT industry experience and has worked at Dow Corning Corporation for the past 16 years. Over the past eight years he has focused on the company’s CRM systems and processes. His current responsibilities include expanding the capabilities of Dow Corning’s SAP CRM 7.0 system.

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John Burton

John Burton is a director of product management at SAP and is responsible for the SAP CRM Interaction Center (including ERMS) and social CRM topic areas. John has 13 years of experience at SAP and has been involved with SAP CRM and the Interaction Center since 1999. He is also the author of Maximizing Your SAP CRM Interaction Center, available at the SAPinsider Store. John is an alumnus of the University of Michigan and Central Michigan University. John can be found on LinkedIn at

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