Advanced Campaign Automation in MySAP CRM 4.0 (Teaser)

[gregorw]

This is a shameless plug for my SAP TechEd 2006 session proposal. It’s also named “Advanced Campaign Automation in MySAP CRM 4.0” and you can vote for it. Here I give a brief overview of the business requirement and the main topics of the solution.

Business requirement

• Invitation to trade show as a personalized letter
• Registration for the event via the corporate website
• Display of responsible sales representatives
• Phone number to arrange appointment
• Presence of sales representatives at the booth
• Survey
  • Visit date
  • Request call back
  • Request voucher
  • Request information material
  • No interest

Get sales representatives presence

Before we could start with the marketing campaign we first had to solve the problem how we can gather information about presence of sales representatives at the trade show booth. First I thought about a special Z database table. But later I got it right: We could use marketing attributes. All sales representatives are already also available as business partners in CRM. This is needed to use them as partners in business transactions.

Create Marketing attribute

Fist we start creating a new marketing attribute in transaction CRMD_PROF_CHAR:

Assign attribute to an attribute set

Attributes could only be used when they are assigned to an attribute set. This is done in transaction CRMD_PROF_TEMPL.

Attribute maintenance via survey

This attribute set can now be assigned to the sales representatives business partners. Because we use PC-UI with a special BSP application to maintain marketing attributes we had to find another solution. We found it by using a survey which is send as a personalized link in a marketing campaign. Surveys are maintained in transaction CRM_SURVEY_SUITE. In a survey a PBO and PAI function can be maintained. We’ve implemented our own fuctionality as described in SAP Note 638320.

The campaign uses a mail form created in CRMD_EMAIL. Including a personalized link to the survey:

Customer registration

Our customers got a personalized invitation as a snail mail letter. The target group was created using a special marketing attribute in segment builder transaction CRMD_MKTSEG.

Campaign Automation

This target group was then assigned to a campaign in CRM_MKTPL. To enable follow up processes we’ve used campaign automation using a survey. Here you see the process model:

The rule set in the decision node is rather complex:

Connecting paper with the internet

In a E-Mail campaign it is fairly easy to include the complex link to a survey. But via paper this is impossible. So we solved this problem by using the customer partner number and it’s ZIP code as the password. This authentication was built as a custom RFC enabled function module. We call the function module as a Webservice from PHP with the PEAR SOAP package. The Login is integrated into the special micro website for the fair:

When partner number and password where entered correctly the user gets the information when his contact partners are available. This is the information maintained in the internal E-Mail campaign:

Using a IFrame we include the survey coming directly from the CRM Server using the SAP Web Dispatcher configuration I’ve described in my Blog: Setup SAP Web Dispatcher with URL Filter on SuSE Linux 9.0:

Follow up process

When the check box “Please call me to arrange a appointment” is checked, then a open activity in CRM is created. Using the BAdI “COM_PARTNER_BADI” we’ve defined our own partner determination rule which automatically finds the person responsible for the used customer.

Reporting

In transaction CRM_SURVEY_SUITE it is also possible to get a overview what the customers entered in the survey. Unfortunately here the translation of the survey is not used:

Conclusion

Marketing in MySAP CRM 4.0 is an advanced tool which can be extended to a smooth solution using some custom programming. When you think that this application could be useful for you, please vote for my SAP TechEd 2006 session proposal “Advanced Campaign Automation in MySAP CRM 4.0”. I will provide the whole source of the application when my proposal is selected.