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    CRM CampaignManagementCustomization and scenario

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    ContentCustomization Guide .............................................................................................................4

    1 Purpose ......................................................................................................................4

    2 Preparation.................................................................................................................4

    2.1 Prerequisites ........................................................................................................4

    2.2 SAP Note ............................................................... Error! Bookmark not defined.

    2.3 Uploading the Customization Role.......................... Error! Bookmark not defined.

    3 Customization............................................................... Error! Bookmark not defined.

    3.1 Business Process Customization..........................................................................4

    3.1.1 Basic Campaign Customization....................................................................4

    3.1.1.1 Define Objectives.................................................................................4

    3.1.1.2 Define Tactics......................................................................................5

    3.1.1.3 Define Campaign Types/Objectives/Tactics..........................................6

    3.1.1.4 Maintain Sender Addresses for E-Mail .................................................7

    3.1.1.5 User Interface Settings.........................................................................7

    3.1.2 Define Communication Channel ................................................................. 10

    3.1.2.1 Define Partner Determination Procedur e ............................................ 103.1.2.2 Define Transaction T ypes for Marketing Activities ......................... ..... 11

    3.1.2.3 Define Communication Channel Settings ........................................... 13

    3.1.3 Marketing Calendar.................................................................................... 14

    3.1.3.1 Define Search Criteria........................................................................14

    3.1.3.2 Assign Search Criteria ....................................................................... 15

    3.1.3.3 Assign Graphic Profile for Marketing Calendar ................................... 16

    3.1.3.4 Define Views for Marketing Calendar ................................................. 17

    3.1.4 Campaign Automation................................................................................ 19

    3.1.4.1 Implement Workflow Customizing ...................................................... 193.1.4. 2 Actions for Survey Scenario ........................ ......................... .............. 20

    3.1.4.3 Activate Survey Determination ...........................................................20

    3.1.4.4 Change BADI for Survey Scenario ..................................................... 21

    3.1.5 External List Management.......................................................................... 22

    3.1.5.1 Define Workflow for External List Management .................................. 22

    3.2 Master Data Creation..........................................................................................24

    3.2.1 Marketing Plans and Campaigns ................................................................ 24

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    Customization Guide

    1 PurposeThis Customization guide provides the information you need to set up the Customization of campaign management for any client.

    2 Preparation

    2.1 PrerequisitesMaser data, cross functions, replication, connectivity

    For details on how to upload the Customization roles to the system and how to work with theroles, refer to the document Essential Information .

    3 Customization

    3.1 Business Process Customization

    3.1.1 Basic Campaign Customization

    3.1.1.1 Define Objectives

    UseIn this activity, you can define objectives for campaigns and campaign elements.

    The values that you define here can be selected from the input help for the objective field. Thisfield is located on the Basic Data tab strip in the Marketing Planner.

    The objective is an optional criterion (together with the campaign type and priority, for example)by which evaluations on the success of a campaign can as well be run in the BusinessInformation Warehouse.

    Procedure1. To carry out the activity, choose one of the following navigation options:

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    SAP CRM Role Menu Define Objectives

    Transaction Code SPRO

    IMG Menu CRM Marketing Marketing Planning and CampaignManagement Basic Data Define Objectives

    2. In the CRM Marketing Planning Objectives maintain the following data:

    Objective Description (EN) Description (DE)

    Y002 Brand Awareness Markenbewusstsein

    Y003 Customer Acquisition Kundenakquisition

    Y004 Increase consumer awareness Erhhung des Kundenbewusstseins

    Y005 Customer Retention Kundenbindung

    Y006 Product Information Produktinformation

    Y007 Lead Generation Leadgenerierung

    3.1.1.2 Define Tactics

    UseIn this activity, you define the tactics for campaigns and campaign elements or trade promotionsand trade promotion elements.

    The values that you define here are then shown in the input help for the Tactic field. You can findthis field on the Basic Data tab page.

    When you evaluate the campaign or trade promotion in the Business Information Warehouse, youcan use this field to report on the effectiveness of these tactics.

    Procedure1. To carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Define Tactics

    Transaction Code SPRO

    IMG Menu CRM Marketing Marketing Planning and CampaignManagement Basic Data Define Tactics

    2. In the CRM Marketing Planning Tactics maintain the following data:

    Tactic Description (EN) Description (DE)

    Y002 Multiple strategies Mehrfachstrategien

    Y003 Product Presentation Produktprsentation

    Y004 Trade Show Verkaufsveranstaltung

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    3.1.1.3 Define Campaign Types/Objectives/Tactics

    UseCampaign types are an optional feature in the Marketing Planner and are used to help categorizeindividual campaigns or trade promotions (for example, telephone or e-mail campaigns). Thecampaign type is one of the attributes of a campaign which can be used to compare the successrate of different campaigns. There are no restrictions to the number or category of campaigntypes you may define. In the Marketing Planner, they can be selected in the field Campaign Typeon the tab page Basic Data .

    You can also create and assign objectives specifically for a predefined campaign type and/or create pairs of objectives and tactics for this campaign type. These must first be defined under Define Objectives and Define Tactics respectively.

    Procedure1. To carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Define Campaign Types/Objectives/Tactics

    Transaction Code SPRO

    IMG Menu CRM Marketing Marketing Planning and CampaignManagement Basic Data Define CampaignTypes/Objectives/Tactics

    2. Create a new campaign type with the following values:

    CampaignType

    Description Category UnusedAssignments

    ExtractTGs

    Extract MailGUIDs

    Y002 EN: Product Promotion

    DE: Produkt-Promotion

    Campaign ProductsProductCatalogs

    X X

    3. Assign the following objectives and tactics to the campaign type Product Promotion :

    Campaign Type Objective Description Tactic Description

    Y002 0001 Increase Revenue

    Y003 Product PresentationY002 Y002 Brand AwarenessY004 Trade Show

    Y002 Y003 Customer Acquisition

    Y002 Y004 Increase consumer awareness

    Y002 Y005 Customer Retention

    Y002 Y006 Product Information

    Y002 Y007 Lead Generation

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    3.1.1.4 Maintain Sender Addresses for E-Mail

    UseIn this activity, you enter the E-mail address that is to appear as the sender's address for therecipients of a marketing E-mail. You need to make this setting if you are planning an e-mailmarketing campaign.

    In the Marketing Planner you enter this address under the tab strip Channels for the marketingelement to which the target group is assigned.

    In addition to a sender address, you can also enter an address that is to appear as the reply address in the E-mail. This enables you to specify two separate addresses where needed.

    Procedure1. To carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Maintain Sender Addresses for E-Mail

    Transaction Code SPRO

    IMG Menu CRM Marketing Marketing Planning and CampaignManagement Personalized Mail Maintain Sender

    Addresses for E-Mail

    2. Choose New Entries .3. Enter the following values for the new mail address:

    Ident. Mail Address Reply

    YMKT_ADR [email protected]

    e.g. [email protected]

    MarketingDepartment

    4. Save your settings.

    3.1.1.5 User Interface Settings

    UseIn this step, you can carry out field selection for marketing plans, marketing plan elements,campaigns and campaign elements.

    For this activity no Best Practices Customization settings are provided, i.e. you canomit this section if you would like to keep the SAP standard settings. The BestPractices scenario requires no specific settings for the user interface.

    For the modifiable fields, you set the relevant indicators to define how the individual fields are tobe displayed as follows:

    A value can be entered in the field (standard setting)

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    A value must be entered in the field (required entry)

    The field is display only

    The field is hidden

    The field is highlighted

    For the influencing fields, you use a value to define how the modifiable field is to be displayed.

    For campaigns, for example, you can control that the conditions tab page is either displayed or hidden, depending on the value you enter in the campaign type field.

    Standard settings

    No standard settings are provided for the field selection.

    Activities

    You have several options for defining a field selection.

    You enter the indicators for the modifiable fields, without specifying any values for thesefields

    1. When you start this Customizing activity, the Modifiable Fields screen is the initial screendisplayed.

    This displays all the fields that you can modify for this screen group.

    2. Set the relevant indicators and save your entry.

    You enter an influencing value for an influencing field, then set the indicators for themodifiable fields

    1. Select the Influencing function key.

    All fields for which you can enter influencing values appear on the screen.

    2. Double-click on the influencing field for which you want to enter a value.

    The system displays all the modifiable fields for the influencing value selected.

    3. Maintain a value in the Influencing Value field.

    4. Set the indicators for the modifiable fields and save.

    You enter an indicator for a modifiable field and in doing so define the values of the

    influencing fields1. On the Modifiable Fields screen, double-click on a modifiable field for which you want to

    enter influencing values.

    The system displays all influencing values for this field.

    2. Place your cursor on the influencing field for which you want to enter a value and chooseNew values .

    A dialog box appears.

    3. Enter a value and an indicator for the influencing field and choose Continue .

    4. Save your data.

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    If, by changing an influencing field, a modified field becomes a required entry, the systemdoes not check whether this field is filled in all objects that already exist.

    Procedure1. To carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu User Interface Settings

    Transaction Code SPRO

    IMG Menu CRM Marketing Marketing Planning and CampaignManagement User Interface

    2. First of all define Field Selection for Marketing Plans and perform the respective IMG Activity.

    3. For Marketing Plans no specific fields should be hidden.

    4. In the following define Field Selection for Marketing Plan Elements and perform therespective IMG Activity.

    5. For Marketing Plan Elements no specific following fields should be hidden.

    6. In the following define Field Selection for Campaigns and perform the respective IMG Activity.

    7. For Campaigns the following fields should be hidden:

    Modifiable Field Field NameAllocation Planning TAB_ALLOCATIONS

    Discounts TAB_CONDITIONS

    Key Figure Planning TAB_KEYFIGURES

    Product Catalogs TAB_PROD_CAT

    8. In the following define Field Selection for Campaign Elements and perform the respectiveIMG Activity

    9. For Campaign Elements the following fields should be hidden:

    Modifiable Field Field Name

    Allocation Planning TAB_ALLOCATIONSDiscounts TAB_CONDITIONS

    Key Figure Planning TAB_KEYFIGURES

    Product Catalogs TAB_PROD_CAT

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    3.1.2 Define Communication ChannelIn order to be able to send E-Mails as a result of a marketing campaign and at the same timecreate the respective activity for the customer history you have to define a respectivecommunication channel.

    3.1.2.1 Define Partner Determination Procedure

    UseIn this activity, you define partner determination procedures that the system uses to automaticallyenter partners in business transactions. The partner functions and access sequences you have

    defined are brought together here. When you define a new procedure, you assign it to atransaction category or an item object type, and enter required and mandatory partner functions.These are the partner functions the system looks for in transactions. You maintain settings for each partner function, and list which functions are displayed in the transaction document header.When you later assign this procedure to a transaction type or an item category, the settings youmake here are valid in transactions of that type or for items of that category.

    Procedure1. To carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Define Partner Determination Procedure

    Transaction Code SPRO

    IMG Menu CRM Basic Functions Partner Processing DefinePartner Determination Procedures

    2. Select procedure 00000002 Business Activities and copy as Y0000040 Marketing Activities(with all dependent entries).

    3. Select procedure Y0000040 Marketing Activities and go to folder Partner Functions inProcedure.

    4. Make a new entry with the following data:

    Field name User action and values

    Function 00000014 Employee Responsible (CRM)

    No. of Occurrences (Low) 1

    No. of Occurrences (High) 1

    Calendar maintenance X

    Changeable address X

    Access Sequence 0008 Preceding Document -> User

    5. Delete Function 00000022 Person Responsible (CRM)

    6. Go to folder User Interface Settings and make the following entries for Procedure Y0000040Activities at Header Screen:

    Field name User action and values

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    Partner Function1 00000009 Activity Partner (CRM)

    Partner Function2 00000015 Contact Person (CRM)

    Partner Function3 00000014 Employee Responsible (CRM)

    7. Save your entries.

    3.1.2.2 Define Transaction Types for Marketing Activities

    UseA transaction type defines the properties and characteristics of a business transaction (for example, sales order, service request, sales call), and defines the control attributes (for example,text determination procedure, partner determination procedure, status profile, organizational dataprofile). A transaction type controls the processing of a specific business transaction. Atransaction type is assigned to one or several business transaction categories (for example,activity, sales). The business transaction category determines the business context in which thetransaction type can be used (for example, service, sales, activity). This means that one businesstransaction category is the leading business transaction category. This category is not relatedhierarchically to other business transaction categories, but represents a preference. A salestransaction with business activity data would, for example, be more likely to have 'sales' asleading business transaction category than 'business activity'. The purpose of this activity is toreduce and adapt the required transaction types.

    When sending Marketing Emails to a group of customers containing in a target group theintention is to capture this information as an outbound marketing activity. Furthermore thebusiness procedure requires a separate inbound activity in case the customer declines the tradeshow participation.

    In this case two marketing activities have to be created.

    Procedure1. To carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Define Marketing Transaction Types

    Transaction Code SPRO

    IMG Menu CRM Transactions Basic Settings Define TransactionTypes

    2. Choose New Entries .

    3. Enter the following values:

    Field name User action and values

    Trans.Type Y004

    Short Description EN : MKT Inbound E-Mail

    DE: MKT Eingehende E-Mail

    Description EN: Inbound Marketing E-Mail

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    DE: Eingehende Marketing E-Mail

    Leading Transaction Category BUS2000126 Business Activity

    Commitment Date Commitment Date is not calculated

    Text Det. Procedure ACT00001

    Partner Determ.Proc. Y0000040

    Status Profile CRMACTIV

    Org. Data Prof. Y00000000001

    Date Profile 000000000001

    No.Range Object CRM_ACTIVI

    Int.No.Range No 01

    4. Select transaction type Y004 and choose Assignment of Business Transaction Categories.

    5. Choose New Entries .

    6. Enter transaction category Business Activity.

    7. Selection transaction category Business Activity and choose Customizing Header.

    8. Choose New Entries and enter the following values:

    Field name User action and values

    Category E-Mail

    Direction Inbound

    9. Create a second transaction type with the following values:

    Field name User action and values

    Trans.Type Y005

    Short Description EN: MKT Outbound E-Mail

    DE: MKT Ausgehende E-Mail

    Description EN: Outbound Marketing E-Mail

    DE: Ausgehende Marketing E-Mail

    Leading Transaction Category BUS2000126 Business ActivityCommitment Date Commitment Date is not calculated

    Text Det. Procedure ACT00003

    Partner Determ.Proc. Y0000040

    Status Profile CRMACTIV

    Org. Data Prof. Y00000000001

    Date Profile 000000000002

    No.Range Object CRM_ACTIVI

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    Int.No.Range No 01

    10. Enter transaction category Business Activity for this transaction type.

    11. In the Customizing Header you have to maintain the following data for this transaction type:

    Field name User action and values

    Category E-Mail

    Priority Medium

    Goal Arouse Interest

    Direction Outbound

    12. Save your entries.

    3.1.2.3 Define Communication Channel Settings

    UseIn this activity you specify communication media (in effect communication strategies consisting of one or more different media) by which you intend to contact business partners within a marketingcampaign. You enter the communication medium in the Marketing Planner under Channels .

    The attributes of each communication medium are transferred to the Business InformationWarehouse for evaluation.

    Background

    Each communication medium consists of one or more communication methods together with apriority that you assign to a communication method.

    If you want to trigger business transactions (activities for example) then on the same screen,assign a business transaction type (defined in Customizing) to the relevant communicationmethod.

    Procedure1. To carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Define Communication Channel

    Transaction Code SPRO

    IMG Menu CRM Marketing Marketing Planning and CampaignManagement Campaign Execution DefineCommunication Medium

    2. Create a new communication medium with the following data:

    Field name User action and values

    Medium Y002

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    Communication Medium EN: E-mail with act ivity creation

    DE: E-Mail mit Aktivittengenerierung

    Folder: Define Properties and Business Transaction Types

    Priority 1

    Communication Method Internet Mail (SMTP)

    Transaction Type Y005

    Category E-Mail

    ResultNow you have created a new communication channel for E-Mail execution that generatesmarketing outbound activities in parallel to the E-Mail sending process itself.

    3.1.3 Marketing Calendar

    UseThe marketing calendar is designed to act as a central entry point and to provide a working areathat gives you an overview of all promotional events within a certain time range, providing basicinformation, such as the name of the promotion, status and time range in the form of bars. It alsoallows you to create new promotions or campaigns by creating a bar directly in the appropriatetime range and to reschedule any of your planned activities by moving or stretching this bar. Youcan also delete the activity or copy it elsewhere.

    3.1.3.1 Define Search Criteria

    UseIn this activity you define search criteria that you wish to use for the query in the calendar.

    Standard settings

    Search criteria beginning with '0' are part of the standard delivery. If you require additional searchcriteria, you should use an ID in one of the namespaces provided.

    Activities

    Firstly maintain an ID and a language-dependent description for the search criteria. Then selectthe table/structure and the field that you wish to use as a search field. You can select a fielddirectly in the maintenance view; if this is unique, the table/structure is set automatically. If youhave set the search field so that it can be selected more than once, you can enter complexsearch criteria for the search field in the calendar application.

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    PrerequisitesIf you want to use fields from tables/structures as search fields in a search criteria, you need toensure that these fields are in a table or structure that has been maintained in the activity DefineSearch Tables

    Procedure1. To carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Define search criteria

    Transaction Code SPRO

    IMG Menu CRM Marketing Marketing Planning and CampaignManagement Marketing Calendar Define Search Criteria

    2. Create a new search criteria:

    Field name Description

    YBP_QUERY BP_Search_Criteria

    3. As Search Criteria Information for the newly created search criteria YBP_QUERY you shouldmaintain the following data:

    SCrit Tbl SearchCrit MultSelect

    CGPL_PROJECT CREATED_BY X

    CGPL_PROJECT EXTERNAL_ID

    CRM_MKTPL_ATTR CAMP_TYPE X

    ResultNow you have successfully maintained your search criteria for the Marketing Calendar.

    3.1.3.2 Assign Search Criteria

    UseIn this activity you can assign the search criteria you defined in the preceding activity tocategories from the Marketing Planner, for example, to a campaign or trade promotion.

    Procedure1. To carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Assign Search Criteria

    Transaction Code SPRO

    IMG Menu CRM Marketing Marketing Planning and CampaignManagement Marketing Calendar Assign Search Criteria

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    2. Create new search criteria:

    Category SCritID

    Campaign BP_Search_Criteria

    Marketing Plan BP_Search_Criteria

    ResultNow you have successfully assigned your search criteria to Marketing Plans and campaigns.

    3.1.3.3 Assign Graphic Profile for Marketing Calendar UseIn this activity you enter all of the graphic profiles that you wish to make available in the user settings for the marketing calendar. You must make an entry here before you use the calendar.The profile defines how the calendar is displayed, for example, the colors, shapes and so on.

    You can also decide on the color for each campaign type (type view) and for each status (statusview) for every graphic profile.

    Default:

    There are four standard graphic profiles:

    The first three profiles are color profiles and use color as the differentiating factor.Profiles 1 and 2 use the whole color palette.

    The third profile does not use the color green.

    The fourth profile uses templates to differentiate between the different graphic elements.

    Procedure1. To carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Assign Graphic Profile for Marketing Calendar

    Transaction Code SPRO

    IMG Menu CRM Marketing Marketing Planning and CampaignManagement Marketing Calendar Assign Graphic Profilefor Marketing Calendar

    2. Highlight the first graphic profile and maintain specific colors for different campaign types.

    Graphics ID Bar Profile Group Name Index

    1 All Colors - Profile 1 MKTP COLOUR 1

    3. Select the following campaign types and assign the colors accordingly.

    Graphics ID CampType Type

    1 0001 03

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    Graphics ID CampType Type

    1 Y002 12

    The colors are already assigned to different statuses.

    ResultNow you have successfully assigned the graphic profiles to for the marketing calendar.

    3.1.3.4 Define Views for Marketing Calendar

    UseIn this activity you can define the various views for the marketing calendar. You should maintainthe following fields:

    View level:

    View: Identification of view

    Description: Appears as text in the selection box

    Category: Object category for which the view is permitted

    Class: ABAP-OO class that implements the interfaceIF_CRM_MKTPL_CLDR_VIEW. The actual view is set up by implementingthe method REFRESH.

    Drag & Drop: Indicates whether Drag & Drop is permitted in the view.This means that you can then structure campaigns and campaign elementsunderneath each other. This is only worth doing if the view should show thehierarchical structure of the campaigns.

    Category hierarchy: If the view displays a product hierarchy, you can enter the name of thehierarchy here.

    Column level:

    Sequential number: Sequential number of the column on the left-hand side of the calendar Column heading

    Size: Width of the column

    Expandable: Indicates whether hierarchy levels can be shown or hidden by double-clicking.

    Standard settings

    The following views are delivered as defaults:

    Trade Promotion

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    Promotion

    Customer

    Customer and product hierarchy

    Product hierarchy

    Campaigns

    Campaign

    Product hierarchy

    Procedure1. To carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Define Views for Marketing Calendar

    Transaction Code SPRO

    IMG Menu CRM Marketing Marketing Planning and CampaignManagement Marketing Calendar Define Views for Marketing Calendar

    2. The following views will be available in the Marketing Calendar

    Hierarchy Hierarchy Cat. Class Drag &Drop

    Permitted

    Hierarchy

    YProd_View ProductView

    CP CL_CRM_MKTPL_CLDR_PROD_VIEW X

    camp_hier CampaignHierarchy

    CP CL_CRM_MKTPL_CLDR_CONS_VIEW X

    cust_view Customer TP CL_CRM_MKTPL_CLDR_CUST_VIEW

    3. For YProd_View the following Column levels were defined:

    Hierarchy Level in Hierarchy Column Size Expandable

    YProd_View 1 Product 6.000 X

    4. For camp_hier the following Column levels were defined:

    Hierarchy Level in Hierarchy Column Size Expandable

    camp_hier 1 Campaign Hierarchy 6.000 X

    5. For cust_view the following Column levels were defined:

    Hierarchy Level in Hierarchy Column Size Expandable

    cust_view 1 Customer 6.000 X

    ResultNow you have completed the Customization for the marketing calendar.

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    3.1.4 Campaign Automation

    UseIn order to design Campaign Automation Processes as required in the Business Scenario youhave to perform several customizing steps.

    3.1.4.1 Implement Workflow CustomizingUseIn this activity, you classify and assign processors to workflows in the area of 'Campaignautomation'. First, you must have performed Standard settings for the SAP business workflow.

    The workflows are scheduled or executed automatically when the campaign is started (startbutton in campaign automation), for this reason, no event linkages need to be performed for these workflow templates.

    For each step, the possible processors must be specified in order to clearly define organizationalresponsibilities for processing. In campaign automation, this assignment only needs to beperformed for the task TS14008004 (authorization by person responsible) from workflow

    WS14000065.All remaining task can be classified as general tasks.

    Procedure1. To carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Implement Workflow Customizing

    Transaction Code SPRO

    IMG Menu CRM Marketing Marketing Planning and CampaignManagement Campaign Automation Implement Workflow Customizing

    2. In the IMG Activity click on Assign agents .3. Highlight the first workflow task Start Campaign Process (WS14000060) , choose Attributes ,

    select General Task and finally choose Transfer . Alternatively, you could also assign theappropriate processor directly but in this scenario no restrictions are needed.

    4. Continue with the remaining workflow tasks and apply the general usage here as well.

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    3.1.4.2 Actions for Survey Scenario

    UseIn campaign automation, responses to a marketing campaign are created, evaluated and, if necessary, additional campaign steps are planned and executed.

    In the standard version, a customer response is defined as an inbound contact. If a precedingcampaign element is assigned to this business activity, then campaign automation rule evaluationis started and additional subsequent steps are scheduled. The Action of the transaction is usedfor this.

    For the Survey Scenario you have to ensure that the standard action profile used for campaign

    automation CAMPAIGN_AUTOMATION_ACTIVITY is assigned to the newly created BusinessTransaction type for Marketing Inbound E-Mails Y004 .

    If you assign an action profile to a transaction type, this means that the actions for this profile canbe used in the transaction type documents, if the schedule conditions are fulfilled for the action.

    If you have selected 'schedule automatically' in the action definition, the action automaticallyappears in the action overview of the document, if the schedule conditions are fulfilled.

    The action relevant for Campaign Automation is called CAMPAIGN_AUTOMATION_ACTIVITY.

    Procedure1. To carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Assign Action Profile to the Business Transaction TypeTransaction Code SPRO

    IMG Menu CRM Basic Functions Actions Action in Transaction Assign Action Profile to the Business Transaction Type

    2. Select transaction type Y004 for marketing inbound campaigns, choose Details and assignaction profile CAMPAIGN_AUTOMATION_ACTIVITY .

    3. Save your settings.

    3.1.4.3 Activate Survey Determination

    UseIn order to make the incoming survey answers available in the inbound activity, which is createdautomatically, you have to activate survey determination for transaction type Y004.

    PrerequisitesA survey has got to be maintained in advance.

    Procedure1. To carry out the activity, choose one of the following navigation options:

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    SAP CRM Role Menu Activate Survey Determination

    Transaction Code SPRO

    IMG Menu CRM Transactions Settings for ActivitiesQuestionnaires Define Determination for Questionnaires:Contacts

    2. Maintain your entry here as follows:

    Field name User action and values

    Determination Y004

    Name MKT Survey Det.

    TransType Y004

    Active X

    3. Save your settings.

    3.1.4.4 Change BADI for Survey Scenario

    UseIn SAP Standard when a customer answers a survey, a new activity with transaction type 0000will be created that automatically triggers the follow-up processes. In our business scenario werenot using transaction type 0000 but Y004 instead.

    To make the campaign automation survey scenario running for this transaction type as well youhave to change a BAdI.

    The following procedure describes where and how to adapt the respective changes.

    In a real customer scenario this is a very likely procedure.

    Procedure1. To carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Change BADI for Survey Scenario

    Transaction Code SE18SAP Menu Architecture and Technology ABAP Workbench Utilities

    Business Add-Ins

    2. Enter the name of the respective BAdI CRM_MKTCA_SVY_PAI in the field Definition Nameand choose Display first.

    3. Go to tab Interface and double-click on the default implementation classCL_DEF_IM_CRM_MKTCA_SVY_PAI .

    4. Again, double-click on methodIF_EX_CRM_MKTCA_SVY_PAI~PROCESS_SVY_PAI_FOR_CA and confirm the followingdialog box with Yes .

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    5. In the following you see the example implementation for transaction type 0000.

    6. Now switch to change mode and search for 0000 with the Find/Replace button.

    7. In the following replace the line

    iv_process_type = '0000' with the line

    iv_process_type = 'Y004'

    8. Save your settings and dont forget to activate your coding again.

    ResultNow you have successfully changed the BAdI. Thus each customer response will be recordedwith a marketing inbound activity Y004.

    3.1.5 External List Management

    UseThe business scenario External List Management provides you with a comprehensive solution tomanage your external address lists to acquire new customers, increase market share, and toincrease brand awareness. It encompasses the complete process of procuring externaladdresses, checking and preparing this data to create business partners and target groups fromthese address records.

    3.1.5.1 Define Workflow for External List Management

    UseIn our business scenario the only customizing step that needs to be performed is the ImplementWorkflow Customizing activity.

    In this activity, you perform classification, processor assignment and event linkage for thefollowing workflow templates.

    WS14000029

    This workflow template is assigned to application component CRM-MKT-EAL.

    You must classify this workflow template as a General task . Processor assignment and eventlinkage are not necessary.

    The workflow template is needed for processing the work steps in an address list. It is starteddirectly via a start date.

    This workflow template must not be changed, otherwise address list processing cannot beguaranteed.

    WS14000129

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    This workflow template is assigned to application component CRM-MKT-EAL.

    You must classify task TS14008000 of this workflow template as a General task . A processor assignment is not necessary, as the processor is specified when the work item is created. Theevent linkage must be activated for both events ProcessWithError and ProcessWithoutError .

    This workflow template is needed in order to inform the user after the workflow for templateWS14000029 has been completed. You can copy this workflow template and change the copy.

    If you do not wish to be informed of this, do not perform classification and event linkage.

    WS14000111

    This workflow template is assigned to application component CRM-MKT-ML.

    You must make a processor assignment for task TS14007986 of this workflow template if youwant to be informed of incorrect sending of mails. This processor assignment is not needed for External List Management functionality.

    Event linkage must be activated for event ErrorSendStatusReached (object CRM_DOCU). For object BUS2005001, event linkage must also be activated for event StatusErrorSetMarketing .This event is created if a planned call cannot be made in IC.

    In External List Management , this workflow template is needed to correct the counters for outbound contacts if an outbound contact cannot be performed.

    If you do not want to correct the contact counter, do not perform the event linkage.

    Procedure

    1. To carry out the activity, choose one of the following navigation options:SAP CRM Role Menu Define Workflow for External List Management

    Transaction Code SPRO

    IMG Menu CRM Marketing External List Management Implement Workflow Customizing

    2. In the IMG Activity click on Assign agents .

    3. Highlight the first workflow task CRM: Maintain Business Partner Packages (WS14000129 ),choose Attributes , select General Task and finally choose Transfer .

    Alternatively, you could also assign the appropriate processor directly but in this scenario norestrictions are needed.

    4. Continue with the remaining workflow tasks and apply the general usage here as well.

    5. Move backwards and activate the event linkage for WS 14000111 and WS 14000129 .

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    3.2 Master Data Creation

    3.2.1 Marketing Plans and Campaigns

    3.2.1.1 Create Marketing Plans and Marketing Plan Elements

    Procedure1. Access the transaction choosing one of the following navigation options:

    SAP CRM Role Menu Create Marketing Plans and Marketing Plan Elements

    Transaction code CRM_MKTPLSAP Menu Marketing Marketing Planning and Campaign Management

    Marketing Planner

    2. Choose Create and select Marketing Plan afterwards.

    3. On the Marketing Planner screen , make the following entries:

    Field name User action and values

    Marketing Plan C/

    Description Overall Marketing Plan for Year

    4. For Plan Dates you should enter first day of the year for Start and last day of the year asrespective End date.

    5. Afterwards create four Marketing Plan Elements related to a quarterly basis:

    6. Highlight the previously created Marketing Plan and in the context menu, choose Createagain and select Marketing Plan Elements afterwards.

    7. On the Marketing Planner screen, make the following entries:

    Field name User action and values

    Marketing Plan Element C/-Q01

    Description Marketing Activities for Q1

    8. For Plan Dates you could enter first day of first quarter for Start and last day of first quarter asrespective End date.

    9. In the following you can optionally repeat Step 7 9 for all four marketing plan elements thatrepresent all marketing activities for the respective quarter.

    ResultNow you have completed all mandatory prerequisites in order to be able to assign a campaignprocess to an existing Marketing Plan structure.

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    3.2.1.2 Maintain Campaigns

    UseYou should create a few campaigns in advance related to the overall marketing plan structure inorder to get a valid query result in the marketing calendar.

    The marketing calendar will then display all campaigns running in a certain time frame that fulfillthe predefined search criteria. Based on this query result you should be able to create a newcampaign in the marketing calendar directly.

    Procedure1. To carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Maintain Campaigns

    Transaction Code CRM_MKTPL

    SAP Menu Marketing Marketing Planning and CampaignManagement Marketing Planner

    2. Choose Create and select Campaign afterwards.

    3. On the Marketing Planner screen , make the following entries:

    Field name User action and values

    Campaign C/-Q01-C02

    Description Product Launch Campaign

    4. On the Basic Data tab, maintain the following entries:

    Field name User action and values

    Type Product Promotion

    Objectives Brand Awareness

    Tactic Product Presentation

    Priority High

    Plan Start Date e.g. 01.02.2005

    Plan End Date e.g. 21.02.20055. Assign this campaign to the marketing plan element C/-Q01 via drag-and-drop in the

    hierarchy.

    6. Afterwards you can create a few more campaigns with different variations of type, objectives,tactic and dates according to your needs. Dont forget to assign the same Higher level Marketing Plan Element .

    ResultAfter maintaining your marketing plan structure and assigning your campaigns you are able to runa search query in the marketing calendar in order to be able to identify all campaigns that arerunning in a certain time frame.

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    3.2.2 Customer Segmentation

    3.2.2.1 Define BW Query for Additional Customer Selection(Optional)

    UseIn order to be able to use a BW Report for Customer Segmentation you have to define a specific

    query in the business explorer Analyzer.

    ProcedureIn our segmentation scenario you can optionally use this query to refine your final target group.

    To carry out the activity, choose one of the following navigation options:

    SAP BW Business Explorer Analyzer

    Transaction code RRMX

    SAP Menu Sap Menu Analyzer

    1. Select Query and create a new query underneath the infoarea CRM Sales and DistributionSales and Distribution Analysis SAP R/3 SD Sales Overview (0SD_C03).

    2. Drag and Drop the Key Figure NetVal in statCurr (0Net_Val_S) into the Colums Areawhereas you should select the dimension customer (Sold to Party) into the Rows Area.

    3. In order to make the query available in CRM for customer selection you have to set the flagRelease for OLE DB for OLAP in the query properties.

    4. Finally, save your query under the description Sales_Volume .

    3.2.2.2 Maintain Data Sources and Attribute Lists

    UseIn this activity you define data sources for the segmentation process.Data Sources will be:

    Marketing Attributes

    Infoset Queries

    BW Queries (optional)

    Based on the defined data sources, Attribute Lists can be defined which will apply to the SegmentBuilder.

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    PrerequisitesAll relevant data sources (Marketing Attributes, Infoset Queries and BW Queries) have got to bedefined in advance.

    ProcedureTo carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Maintain Data Sources and Attribute Lists

    Transaction code CRMD_MKT_DS

    SAP Menu Marketing Segmentation of Business PartnersMarketing Segments Maintain Data Sources for Segment Builder

    1. Choose Create Data Source to create a data source for the Infoset that captures thebusiness partner address data; particularly the country a Business Partners assigned to.

    2. Complete the following data to create a data source:

    Field User action

    Origin Type Infoset

    Name of Infoset CRM_MKTTG_BP_ADDR

    Business Partner BUT000-PARTNER_GUID

    Description Business Partner Address Data

    3. Save your entries.

    4. Optional : Create another data source that captures the business partner sales volume. Thisdate will derive directly from BW. As a prerequisite the sales volume for the respectiveBusiness Partners that should be contacted has got to be a value >=$1.

    5. Choose Create Data Source again.

    6. Complete the following data to create a data source:

    Field User action and values

    Origin Type Business Warehouse Cube

    RFC Destination Select your resp. RFC Destination to BW(e.g.BT7CLNT100)

    I_0SD_C03/SALES_VOLUME (according to the querydefinition)

    Business Partner 0SOLD_TO (according to the query definition)

    Description Sales_Volume

    7. Save your entries.

    8. Go back and choose Create Attribute List (F6) .

    9. Complete the following data to create an attribute list:

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    reason highlight the attribute Country Key . Choose Create Filter and maintain the followingvalues:

    Field User action and values

    Description USA

    Criterion is equal to

    Value US

    17. Regarding the Sales Volume you can also define the respective Filter in advance. In thescenario you will later segment on all business partners with a Sales Volume higher than $1.For this reason highlight the attribute NetVal in statCurr . Choose Create Filter and maintainthe following values:

    Field User action and values

    Description >$1

    Criterion Greater than or equal to

    Value 1

    18. Save your settings.

    You can alternatively use the Data Source Assistant to both define Data Sources andAttribute Lists.

    3.2.3 Business Partner

    3.2.3.1 Create Yahoo E-Mail Accounts for Business Partners

    UseIn the business scenario each business partner should receive a separate customer E-Mail andthe response should be triggered for each business partner individually. Therefore an unique E-Mail address has to be assigned to a business partner. Otherwise when responding the businesspartner could not be clearly determined.

    For testing purposes you can create dummy Yahoo E-Mail accounts as described in this activity.

    Procedure1. Go to www.yahoo.com

    2. Create an E-Mail account for the Business Partners of your campaign target group.Choose Mail and then Get a free Yahoo! Mail account .

    3. To assign the E-Mail address to your business partners, choose one of the followingnavigation options:

    SAP CRM Role Menu Create Yahoo E-Mail Accounts for Business Partners

    Transaction code BP

    http://www.yahoo.com/http://www.yahoo.com/
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    SAP Menu Master Data Business Partner MaintainBusiness Partner

    4. Select the business partner for E-Mail address assignment.

    5. On the Address tab enter the E-Mail address in field E-Mail .

    3.2.4 Marketing Calendar

    3.2.4.1 Define Search Query

    UseIn order to be able to see a query result for all marketing activities running in a certain time frameyou have to define a search query based on the search criteria defined in customizing.

    PrerequisitesThe marketing planner search criteria have got to be defined in advance and assigned to themarketing objects marketing plans and campaigns. See sections Define Search Criteria and

    Assign Search Criteria .

    ProcedureTo carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Define Search Query

    Transaction code CRM_MKTPL_CALENDAR

    SAP Menu Marketing Marketing Planning and CampaignManagement Marketing Calendar

    1. According to the process scenario you should create a search query that will display allmarketing activities taking place in the current year you have to press Open/Close Query Details (F7).

    2. Find: Campaign by BP_Search_Criteria and maintain the following data.

    Field User action and values Note

    Created by

    Campaign ID C/*

    Campaign Type

    DetermineProjectHierarchy

    X This flag will be relevant to displaythe complete Project Hierarchy(Campaigns including higher levelMarketing Plans and MarketingPlan Elements).

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    3. Save the query afterwards under the name Marketing_Activities_ .

    4. Afterwards choose Start .

    ResultThe system displays all marketing activities that run in the current year.

    3.2.5 Survey Settings

    UseIn order to be able to send an Email containing a link to a survey you have to create the surveybefore the campaign automation planning procedure.

    For this purpose you use the Survey Suite.

    The Survey Suite is a tool for managing surveys, opinion polls and questionnaires. The surveyscan be found in the left area of the Suite. The surveys for each application are found in thecorresponding folders in the tree.

    For an overview of the available surveys for the relevant application, open the folder for thatapplication.

    To display the content of a survey, double-click the survey you wish to see. The content is

    displayed on the right hand side of the screen.If a translation has been created for a survey, and is available, the symbol next to the survey inthe tree is the symbol for the Translate function.

    3.2.5.1 Create a Survey

    ProcedureTo carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Create a Survey

    Transaction Code CRM_SURVEY_SUITEIMG Menu CRM CRM Cross-Application Components Survey Suite

    1. In the Survey Suite you will create a Survey that contains the questions whether the customer will attend the trade show or not.

    2. Open the Application Marketing and display all Survey that were created for a Marketingpurpose.

    3. You have now the option to create your own survey or copy from a template. The template for this purpose is called Y_Trade_Show_Invitation .

    4. Choose Survey Import to upload the template Y_Trade_Show_Invitation from directoryMISC of the Best Practices documentation CD.

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    For more information, see the Survey Suite documentation under Help Application Help .

    PrerequisitesA valid survey should be created in advance.

    ProcedureTo carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Generate a Survey URL

    Transaction Code SPRO

    IMG Menu CRM CRM Cross-Application Components Survey Suite

    1. Choose Survey Repository in order to maintain the correct survey parameters.

    2. Open Parameter XMLs bsp to create a new parameter with the following content.Remember to replace the system settings (bold) by your respective CRM server settings.

    Field User action and values

    ID CRM_SVY_BSP_@_.XML

    Description BSP Parameterfile CS8

    Content

    3. Finally you can check the settings youve made .

    4. Go back to the CRM Survey Suite.

    5. To generate a valid URL, you simply need to highlight your survey, choose from themenu bar and select the following data:

    Field User action and values

    Get Option bsp

    Get File CRM_SVY_BSP_ _

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    ResultNow you have successfully created a survey link which you can directly embed into an E-Mailform.

    3.2.5.3 Define Anonymous User

    UseIf you define your survey as described in step Generate a Survey URL , the following wouldhappen. Every time a customer clicks on the survey link, logon information for the current CRMsystem is required. This is because the link refers to a current bsp page. In a customer scenarioof course this shouldnt happen. The survey should either refer to an external http page or alternatively you could also maintain an anonymous user for BSP usage. Then no logoninformation will be required any more.

    The following procedure describes how to maintain the respective service for an anonymoususer.

    ProcedureTo carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Maintain Service

    Transaction Code SICF

    SAP Menu SAP Menu Architecture and Technology System Administration Administration Network HTTP ServiceHierarchy Maintenance

    1. In Transaction sicf open the following path: default_host sap bc bsp sapcrm_svy_server and double-click on crm_svy_server .

    2. Now you should make the following changes:

    Field User action and values

    Client Your respective client

    User Any valid user

    Password Enter the users password3. Save your settings.

    4. Highlight the service crm_svy_server with a right mouse-click, select the context menu of therespective service again and activate it.

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    3.2.6 Personalized Mail

    3.2.6.1 Maintain E-Mail Form and Insert Survey URL

    UseIn the following you will create or copy an existing E-Mail Form and integrate the newly generatedSurvey URL.

    Basically mails can be personalized in the sense that the content and format of the mail can betailored to the recipients individual profile by defining conditions as to when certain content issent.

    The transaction for maintaining mail forms enables you to create and maintain the layout andform logic for mail forms. It consists of the following elements:

    The locator consists of the tab strips Search, Worklist, and Field list. The locator can beincreased/decreased in size or hidden altogether.

    Search

    Enables you to search for mail forms according to name or usage. The mails are displayed in alist which is automatically saved, enabling you to scroll backwards and forwards between differentlists. You can assign mail forms in the list to the worklist.

    Worklist

    Used as a container for mail forms that you are processing. New mail forms are stored heretemporarily, pending being saved to the database.

    Mail form

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    Displays the nodes belonging to a mail form in a tree structure, together with a list of attributesthat can be included in a text or entered as conditions.

    PrerequisitesYou should have generated a valid survey URL in advance.

    ProcedureTo carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Maintain Mail Form

    Transaction Code CRMD_EMAILSAP Menu SAP Menu Marketing Marketing Planning and Campaign

    Management Personalized Mail Maintain Mail Form

    The first mail that has to be created is the trade show invitation :

    1. Choose Create .

    2. Enter a valid name/ID for your mail form, for example Y_Trade_Show_Invitation and dontforget to maintain the description afterwards.

    3. If you intend to use the mail form as E-Mail you should select form usage Internet Mail (SMTP) and Plain Text or HTML.

    4. To maintain a complete E-Mail form you would have to create at least one text field.Therefore highlight Main in the navigation tree of the left hand side and in the context menuselect Create Text .

    5. Now you can freely define the content of your E-Mail.

    6. Choose Import File into Text Block and import the pre-defined text from the fileY_Trade_Show_Invitation.txt in directory MISC of the Best Practices documentation CD.

    7. You can now paste the newly generated URL to any location within your text.

    8. Once you have finished you can additionally assign a subject line. Therefore highlight thefolder (this should still be called Page if you didnt change the name already) and in thecontext menu select Create Subject Line . Now you can enter any text that should apply inthe subject Line of your final E-Mail, e.g. Trade Show Invitation .

    9. Save your new mail form.

    Before you finish with the mail form maintenance you should consider two more important steps.

    1. At the very end of each pasted Survey URL you have to manually insert a ++. Thisrepresents a placeholder for a tracking ID. You need a tracking ID for your survey because inthe described procedure you will track on the individual responses and define all follow-upactivities based on the individual answers.

    2. You also have to label the pasted Survey URL as URL. Thus you have to mark the complete

    survey link including the manually entered ++ and choose to indicate the link as URL.

    3. Save again and exit the mail form maintenance.

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    The process also requires a separate E-Mail form for all participating Customers.Therefore you have to create a similar E-Mail as described above without a surveyattachment.

    The second mail that has to be created is a thank you mail for the customers that will attend thetrade show :

    1. Process the same activities as for the creation of the trade show invitation mail.

    2. Enter mail form ID Y_Trade_Show_ThankYou .

    3. The pre-defined text for this mail can be imported from the file Y_Trade_Show_ThankYou.txt in directory MISC of the Best Practices documentation CD.

    4. For the subject line enter the text Thank You Very Much for Your Registration!

    3.2.7 External List Management

    3.2.7.1 Define Uploading File

    UseFor creating business partners from external address lists you have to create an address list with

    a specific file format.

    Procedure1. Open the pre-defined file Y_External_List.csv with external addresses from the directory

    MISC of the Best Practices documentation CD.

    2. Adapt the data according to your specific needs.

    3. Save the file in .csv format.

    3.2.7.2 Maintain Mapping Format for External Lists

    UseExternal List Management involves procuring external addresses, checking and preparing thisdata, creating business partners from these address records, using these business partners inmarketing campaigns, and analyzing (reporting) the methods used. You can use the acquireddata from the external address lists for various business scenarios.

    In order to be able to upload an external address list directly in the CRM System and create thebusiness partners you need to define the format of your mapping data first.

    You use the mapping tool to maintain the mapping formats in External List Management (ELM).You need to maintain a mapping format to map data while maintaining address lists. The addresslist may either be mapped directly to the SAP Business Partner structure or converted to suit thisstructure.

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    Using the mapping tool you can:

    Maintain the mapping format name and description.

    Preview a row from the address list file in the SAP user interface, specify the path of theaddress file, specify the separator type from a predefined list and choose the row to bepreviewed by appropriately entering the preview row number in the field Preview row

    Map the source fields to the target structure fields by choosing the Map Field option

    Maintain advance mapping rules. To do this, you can use the Expand Advanced Mapping Rules option

    ProcedureTo carry out the activity, choose one of the following navigation options:

    SAP CRM Role Menu Maintain Mapping Format

    Transaction Code CRMD_MKTLIST_MAP

    IMG Menu SAP Menu Marketing External List Management Maintain Format for Mapping

    1. Choose New .

    2. Enter the following values:

    Field User action and values

    Mapping Format YBPELM

    Description ELM for Best Practices

    File File Y_External_List.csv from the directory MISC of the Best Practicesdocumentation CD

    Field separator Semicolon

    Preview row 1

    3. A preview of the first line of your uploading data is displayed.

    4. Flag the first field Black and assign the field PERS_LASTNAME from the available CRMstandard business partner fields. Continue with the remaining fields and make the followingassignments:

    File Preview Target FieldBlack PERS_LASTNAME

    Gerald PERS_FIRSTNAME

    US PERS_COUNTRYISO

    10004 PERS_POSTL_COD1

    New York PERS_CITY

    Mr. PERS_TITLE_KEY

    5th avenue PERS_STREET

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    1123 PERS_HOUSE_NO

    5. Choose Save.

    3.2.7.3 Activate Checks

    ProcedureWhen uploading the external list, postal checks and duplicate checks can be used.

    For both checks interfaces to external products are provided.

    For details, see SAP IMG pathCRM Marketing External List Management Activate Postal Check and

    CRM Marketing External List Management Activate Duplicate Check

    These checks are not required for the Best Practices Campaign Managementscenario.