Subject: SAP-ABAP-CRM (Customer Relationship Management)
Marketing analytics within SAP CRM is a powerful enabler for data-driven decision making. With the vast amount of customer and campaign data available, advanced analytics helps marketing teams measure campaign effectiveness, segment customers precisely, predict trends, and optimize marketing spend.
Leveraging SAP CRM’s data model combined with ABAP development capabilities, Advanced CRM Marketing Analytics allows organizations to gain deeper insights into customer behavior and campaign performance.
Marketing campaigns in SAP CRM are represented by objects like:
Segmenting customers based on demographics, purchase history, interaction data, and campaign responses enables targeted marketing.
Important metrics include:
ABAP programs and CDS views aggregate campaign data, providing metrics such as total contacts, responses by segment, and revenue generated.
While SAP standard CRM has limited built-in predictive capabilities, integration with SAP BW, SAP HANA Predictive Analytics Library, or external ML platforms enables predictive modeling like churn prediction and propensity scoring.
Analyze customer interaction and response data across multiple channels — email, phone, social media, events — to evaluate channel effectiveness and optimize allocation.
Using SAP HANA’s in-memory computing and CDS views, real-time campaign performance tracking becomes possible, enabling quick adjustments.
Create CDS views to join and aggregate marketing-related tables:
@Analytics.dataCategory: #CUBE
define view Z_Campaign_Analytics as select from crmd_orderadm_h as campaign
inner join crmd_mktseg as segment on campaign.mktsegment_id = segment.mktsegment_id
{
campaign.campaign_id,
campaign.creation_date,
segment.customer_count,
count(distinct campaign.response_id) as response_count,
sum(campaign.revenue) as total_revenue
}
group by campaign.campaign_id, campaign.creation_date, segment.customer_count
Advanced CRM Marketing Analytics in SAP-ABAP-CRM empowers organizations to transform marketing data into actionable insights. By combining SAP CRM’s rich data, ABAP’s flexibility, and modern analytics tools, businesses can optimize campaigns, enhance customer targeting, and maximize marketing ROI.
Mastering these analytics capabilities is vital for CRM professionals aiming to drive business growth through intelligent marketing strategies.