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Introduction

For selective marketing, exact business partners need to be defined to ensure customer oriented spreading. This can be achieved by defining target groups which share the same attributes (for example age, country, hobbies, etc…) and adapting your marketing activities respectively.

 

Attribute

Attributes describe business partners or products and are used as filter criterions during the segmentation process.

These can derive out of three different origins:

  • Business Partner master data (Age, Country, Gender, etc….)
  • Attributes created in CRM (Marketing Attributes). These are combined and create Attribute Sets

  • Master data from SAP Netweaver Business Warehouse (Number of purchases, etc…)

Attribute List

 

Inside the Segmentation Modeler there is a section displayed called “Attribute List”. Here, Attribute Lists can be selected which are previously defined in the Backend under Transaction (CRMD_MKTDS).

Here a Data Source and an Attribute List can be created.

First all the needed Data Sources have to be defined which are later used inside the Attribute List (Container).

Within the Data Source you can either select fields from an InfoSet which are needed for your Attribute List.

InfoSet

During this step several fields can be defined:

  • RFC (Remote Function Call) Destination: Name of the RFC destination where the InfoSet is located (if needed)

  • InfoSet: Name of InfoSet to be used for target group selection

  • Business Partner Field: Field in the InfoSet that identifies the business partners to be returned and written to the target group table in CRM

  • Function Module: Name of function module used, where necessary, to convert the business partner ID returned by the InfoSet into a business partner GUID

  • Object:  Field in the InfoSet that identifies the objects to be returned and written to the target group table in CRM

  • Partner Function: Field containing the partner function of the object

Debug InfoSets

25  FORM CALL_EXTRACTION_NEW SAPLIQAPI_QUERY_CALL
24  FORM CALL_EXTRACTION SAPLIQAPI_QUERY_CALL
23  FUNCTION IQAPI_QCALL_EXTR SAPLIQAPI_QUERY_CALL
22  FUNCTION CRM_MKTTG_PF_READ_SAPQUERY_API SAPLCRM_MKTTG_PF_SEL_INFOSET

 

How to check the InfoSet reading program?

 

transaction SQ02

 

More detailed information about InfoSets is available under following Page: Customer Segmentation in SAP CRM- Using Infosets

Attribute Sets

If as Origin Type Attribute Set is selected, following information needs to be entered:

  • Attribute Set: The Attribute Set which has to be defined and created in the Frontend (WebUI).

  • Function Module: Name of function module used, where necessary, to convert the business partner ID returned by the Attribute Set into a business partner GUID

To create mentioned Attribute Sets containing different Marketing Attributes, open the WebUI (Transaction: wui, Br: MARKETINGPRO) go to Link: Marketing --> Create --> Marketing Attribute.

Assignment block Attributes - personal Marketing Attributes can be defined:

  • Attribute: The name of the custom Marketing Attribute

  • Format: The Data Type of the attribute

  • Decimal places: How many Decimals are displayed after the comma

  • Unit of Measurement: Which unit the attribute has (Format dependent)

Assignment block Values – pre defined values which can be selected later (if blank: free text)

After the saving the new Attribute Set, it can be selected in the Backend.

Creating Attribute Lists

After all needed Data Sources are defined, they have to be “filled” inside an Attribute List. This List is acting as a container where the needed fields can be selected and predefined by Filters.

All fields are mandatory and have to be selected before the Data Sources can be assigned. If the fields are filled out, press button “Assign Data Source” and select the Fields you have defined earlier.

Now the whole InfoSet and Attribute List has to be selected. Inside the List, the specific fields, which are displayed later on, are chosen.

Furthermore, predefined filters can be set now, which are available for all users using this List. To do so, right – click the wished attribute and select: Create Filter.
If you have defined Values earlier, these can be selected now, otherwise custom text can be inserted.

Now back in the Segmentation Modeler, the newly created Attribute List can be selected and is ready for use.

Here it is also possible to create Filters, which are only user specific visible, by clicking the two arrows and select “Create/Maintain/Delete Filter”.

Segmentation Model

If you create a new Segmentation Model a Pop – Up appears to enter following data:

  • Description:
    • Here a name needs to be entered to ensure better search results later on.
  • Segmentation Object:
    • Three different objects can be selected regarding the needs of the segmentation.
      • Business Partners or Relationships

      • Products

      • Marketing Prospects

  • Usage:
    • Depending on the selected object, the created segmentation can be used in various scenarios (for example, Campaigns, Conditions, High Volume Segmentation, etc…), here needs to be defined in which one.
  • Segmentation Basis:
    • As default, all customers are selected by the Segmentation Modeler. By selecting a Segmentation Basis, all non-relevant customers are dismissed which you have excluded in previous Segmentation Model.

Creating a Segmentation:

After filling out all fields the Segmentation process can begin. If there is no Segmentation Basis defined, all customers are available.

Now to filter specific customers, select an Attribute List, which was defined earlier and create or select a filter. Drag the filter onto the Basis and select “Keep”.

A new Segmentation is generated which needs to be counted. To do so, click the arrow beside Options and select “Count”.

As shown before, not only the option “Keep” can be selected:

  • Keep: This adds the filter to the previous selected one and counts the BPs which depend on both.

  • Exclude: This selects the BPs which do not depend on the second added filter.

  • Split: This splits the Segmentation which depend/don’t depend on the filter criterion.

If now a filtered segmentation is selected a Target Group can be generated and saved (Options à Define Target Group).

To finalize the operation, click in the Header Bar on “Generate Model”.

A Pop Up appears were name and starting time can be entered, furthermore if the job should be executed periodically.

 

Segmentation Basis

Segmentation bases are used to delimit the selection during segmentation to a specific group of business partners.

For a general restriction, for example, you could first exclude all business partners that are flagged for deletion or that have a contact block. A segmentation basis like this could then be used as a “preselection”. You could then build on this preselection to create more complex segmentation bases.

After generating a new Target Group in the previous step, it can now be transformed into a Segmentation Basis.

After defining a name for the newly generated Segmentation Basis, it is now able to be used in the beginning of generating a Segmentation Model.

 

Useful Notes

Issues with the Flex Modeller 

 

1655799 - Flex based Segmentation modeler starts flickering in CRM WEBUI

2073459 - CRM Segmentation Flex UI issues in IE11

2132230 - CRM Segmentation Flex UI issues in IE11

2150729 - Segmentation Modeller doesn't work with IE11 in compatibilty mode

 

Troubleshooting Guides

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