Segment Builder Plus SAP NetWeaver BI Equal More Targeted Marketing

  • by Martin Ringvold, Independent SAP NetWeaver BI Consultant
  • Stephanie Yee, Senior Consultant, Deloitte Consulting, LLP
  • April 15, 2008
Find out the business benefits of using data sourced from InfoCubes for marketing segmentation along with some tips and tricks for implementing this functionality.
Key Concept

SAP NetWeaver Business Intelligence (SAP NetWeaver BI) is an analytical platform that contains high volumes of operational data, which are created in transactional systems, such as SAP CRM. Through use of segmentation queries, Segment Builder can quickly produce target lists of customers based on customers’ interaction data stored in SAP NetWeaver BI.

Marketing segmentation allows marketing managers to categorize existing and prospective customers into groups based on similar attributes. Defining marketing segments allows the marketing manager to communicate more effectively with a customer through tailored messaging designed to build brand awareness, retain customers, and increase revenue. To support this process, SAP CRM provides Segment Builder, which allows a user to build customer segments according to the demographical and behavioral data that the organization collects on its customers.

Segment Builder empowers the marketing manager to create marketing segments on the fly. The tool allows users to refine a segment through an easy-to-use, drag-and-drop interface. You can then target the customers in this refined segment for marketing communications or promotions. Additionally, the user can choose to export the list of customers for third-party campaign processing.

We will first review the data sources that you can use with Segment Builder and describe the specific business benefits of using SAP NetWeaver Business Intelligence (SAP NetWeaver BI) segmentation queries. Then, we will provide a high-level overview of the SAP NetWeaver BI platform. Finally, we will conclude with some tips concerning the integration of SAP CRM 2005 and SAP NetWeaver BI 7.0 for use with Segment Builder.

Note
This article is a high-level overview of the functionalities that SAP NetWeaver BI and SAP CRM segmentation queries offer. For a more technical look at Segment Builder, including configuration options, refer to Christian Savelli’s CRM Expert article, “Expand Target Groups Using SAP BW Data in Segment Builder.” You can find this article by clicking on the Knowledgebase Overview link and selecting Volume 2, Number 7 at www.CRMexpertOnline.com.

Martin Ringvold

Martin Ringvold, MBA, is an independent, certified BI solution consultant focusing on functional and technical aspects around SAP NetWeaver BI/SAP CRM integration projects. He has a background in computer science and four years of SAP NetWeaver BI implementation experience. He is currently affiliated with Nsight, Inc.

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Stephanie Yee

Stephanie Yee is an SAP CRM 2005 certified consultant. Working at Deloitte Consulting, LLP, she has almost six years of professional consulting advisory service experience focused on leading and delivering customer relationship management business transformation projects.

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