Now I would like to explain how you can measure your success in a very simple way:
Phase 1: Set up
Make sure that the responses of your prospects are tracked: Use the OData Service CRM_MKT_PROSPECT_ODATA to create interactions for your prospects per response.
Make sure that for each of these responses the correct marketing campaign gets referenced in the response: Use the BAdI CRM_MKT_INTERACTION_OBJECT to implement the correct logic for referencing always the right campaign.
Make sure that for each kind of response a score value is defined: Define this score value in Customizing -> Customer Relationship Management -> Master Data -> Business Partner -> Marketing Prospects -> Define Score for Interaction Objects. – Each response will then increase the score of the prospect.
Decide at which score level you want to convert a prospect to an account (BP). - This is the time when you consider a prospect being converted to a customer.
Decide also when you delete (= “give up”) a marketing prospect, for example after which time, after how many or which marketing campaigns at which score level.
Phase 2: Execution
When evaluating the right target groups for your campaigns consider also the interactions (including the ones that reflect the responses). With doing this you can be more specific, and you can address really the right people in the right way. Because you not only consider their more or less static master data but also their behavior and their reactions to your marketing activities.
Phase 3: Measurement
Analyze based on your campaigns (now with detailed data about the number and kind of responses) and based on the “prospect-to-customer” conversion rate the overall effectiveness.
More details about what is offered in the area of nurturing and targeting of marketing prospects can be found in SAP Note 1896854.