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Chapter 3
Marketing and campaign Target group creation
planning
• Modeling
• Segment creation
• Planning
72 • Selection
• Budgeting
• Monitoring

Campaign analysis

Phone Web Mobile Email
BW • Success
measurement
Campaign execution • Third-party data
activity management • Profiles

Source Line: Course Technology/Cengage Learning.
FIGURE 3-16 Marketing and campaign planning

Marketing and campaign planning includes task scheduling, resource allocation, and
budgeting. These planning tasks are executed in conjunction with target group creation
tasks, which use data from the SAP ERP system (perhaps using SAP BW) to categorize the
company’s customers, offering them more individual product and service promotions.
Campaign Execution Activity Management is a set of tools within SAP CRM to help
manage the execution of the marketing campaign, which can include handling sales calls,
mailings, personalized emails, and Web-based promotional activities directed to the
targeted group of customers. These activities can be monitored throughout the campaign
to make sure they are completed. For example, the status of a planned customer phone
call will remain open until the call is completed.
The campaign analysis tool in SAP CRM allows the company to evaluate the success
of the campaign so it can incorporate improvements in the next marketing campaign.
Marketing employees can use a number of measures to determine the success of the
campaign, including tracking lead generation and response rates. Staff can use SAP BW
tools, by running queries, to support this analysis.

The Benefits of CRM
CRM software can provide companies with the following benefits:
• Lower costs—CRM can lead to operational efficiencies, such as better
response times in call center operations and better use of sales force time,
which lower costs.
• Higher revenue—Segmenting customers leads to better selling opportunities
and revenue increases.
• Improved strategy and performance measurement—Installing and operating
an ERP system requires management and staff to think of the company as a

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