SAP CRM 2007 - Campaign Automation

Applies to:
SAP CRM 7.0 For more information, visit the Customer Relationship Management homepage

Summary
Campaign Automation is designed to help you in the increasingly complex area of campaign management. It allows you to deal with multi-channel, multi-wave and real time campaigns, providing a direct reaction to a customer response. Once the process model is triggered, no further manual action is necessary. Author: Nikhil Bannore SAP CRM Consultant Company: Accenture India Ltd. Created on: 01 October 2010

Author Bio
Nikhil Bannore is SAP Sales and Distribution Certified Professional with more than 3 years of SAP Consulting experience working with leading IT organizations serving global and local client. He has excellent experience of implementations and support of SAP solutions running on ECC 6.0, CRM 5.0, CRM 7.0 and SAP Solution Manager. Currently in Accenture, he is involved in providing innovative solution to Global client on SAP CRM.

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SAP CRM 2007 - Campaign Automation

Table of Contents
Overview ............................................................................................................................................................. 3 Pre-requisite........................................................................................................................................................ 3 Create Survey ..................................................................................................................................................... 4 Create Mail form ................................................................................................................................................. 5 Log on to Web UI with business role Marketing Professional and select create Mail Form. ............................. 5 Campaign Automation ........................................................................................................................................ 6 Create Campaign ................................................................................................................................................ 6 Campaign Element.......................................................................................................................................... 6 Decision Node .................................................................................................................................................... 8 Follow Up Nodes ................................................................................................................................................ 8 Related Content ................................................................................................................................................ 12 Disclaimer and Liability Notice .......................................................................................................................... 13

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SAP CRM 2007 - Campaign Automation

Overview
I am going to consider following campaign automation scenario. In the first step, an invitation (annual trade show) e-mail will be sent to the predefined group of customers. The e-mail includes the link to questionnaire where customer can communicate their interest in attending trade show. Depending on their answers, customer will be treated in different way. All customers answering the survey will immediately receive a Thank you e -mail. Depending on their answer, each customer will be placed in the separate target group as participant and non-participant for further processing. Those customers who did not respond at all will receive a reminder e-mail after predefined time interval from initial invitation e-mail date.

Pre-requisite
Before we switch to Campaign Automation some configuration need to be in done in the system to run it successfully.

Maintain the BP for the customer with E-mail id under Address Tab.
Campaign is created with reference to Marketing Plan and Marketing Elements. System should have Marketing Plan and Marketing Elements created in the system. Targeted BPs should be grouped together under Segmentation. We have to assign this target group under assignment block Segments while defining campaign elements.

Also create empty target group which would be filled up by the customers who responded or not responded to the mail.

Get SMTP connection configured from BASIS team. This setting helps n triggering mail to external system.

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SAP CRM 2007 - Campaign Automation

Create Survey
Survey is used in an E-Mail Campaign to gather the information about customers. We can generate URL for Survey Suite, which would be then used in mail form as a hyperlink.

Log on to Web UI with business role Marketing Professional and select create Survey with Application category Marketing.

Activate the survey.

Generate URL and save the survey. Use this URL in mail form as hyper link.

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SAP CRM 2007 - Campaign Automation

Create Mail form

Mail forms are used for direct mailing in conjunction with marketing campaigns. They facilitate personalized communication with business partners on a mass scale. The layout and content of a mail form can be adapted according to the communication channel (E-mail, letter, fax, and SMS) selected. Log on to Web UI with business role Marketing Professional and select create Mail Form.

You can insert Attribute e.g. Person first name, last name etc. Also add Hyperlink and enter the URL of survey created.

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SAP CRM 2007 - Campaign Automation

Campaign Automation Create Campaign

Campaign Element Create new campaign or search previously created campaign and select Campaign Automation

On the General Data tab page for the campaign (the start node in the process), you set what kind of campaign automation you want. For example, you may want the campaign to run weekly for 6 months, objective etc.

The campaign element decides how to process responses using workflow templates. It is the campaign element which contains the actual activity such as sending out an e-mail. You can either carry out a follow-up step immediately after a response is received by setting the indicator Start for each Responder or you can collect your responses over a certain period of time and then carry out follow-up steps. This is the case if the indicator is not set. Campaign element Decision node Connector node Connection

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SAP CRM 2007 - Campaign Automation

Create new campaign element and enter the details under General Data tab. The elements can then be moved around the screen as you wish. You can create connections between the various elements by right-clicking on one of them and choosing Establish Connection.

Under Channel we can maintain Communication medium say E-mail, sender of E-mail, Mail form and Survey. Mail form attached here would be triggered in mail to target group.

Select proper work flow and indicator Start of every respondent as explained above for each new element you add in the automation.

Target group is assigned on Segments assignment block. Customers grouped under the target group would be contacted under this campaign. E-mail would be triggered on the mail id saved in BP of customer.

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SAP CRM 2007 - Campaign Automation

Decision Node
Here you specify the rules that should be used for determining follow-up steps.

There are two Assignment blocks: General Data and Rules. On the General Data tab page you specify the processing method to be used for your rules. You can either specify that Only Take Account of First Completed Rule or you can specify that Process All Rules. On the Rule Editor Tab page you can define the conditions for these rules.

You can also copy rules inside the decision node using the Copy button.

Follow Up Nodes
In the same way you can create the follow up campaign elements for the different activities e.g. Thank you mail for the customers who have accepted the invitation by selecting Yes from survey. Maintain General Data, Channel and Work flow information for this campaign element as shown below. You can design and assign separate Mail form here containing thank you text.

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SAP CRM 2007 - Campaign Automation

Collect the participant customer, there by generating list of customer attaining the event. Here empty target group need to be assigned which is then filled up with the customer willing to attain the event. Maintain General Data, Channel and Work flow information for this campaign element as shown below.

Collect the Non participant customer, there by generating list of customer not attaining the event. Here empty target group need to be assigned which is then filled up with the customer not willing to attain the event. Maintain General Data and Work flow information for this campaign element as shown below.

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SAP CRM 2007 - Campaign Automation

Collect the Non responder customer, there by generating list of customer not responder within given time period specified in Rule. Here empty target group need to be assigned which is then filled up with the customer not responded to E-mail. Maintain General Data, Segments and Work flow information for this campaign element as shown below.

Reminder mail would be sent to the customer not responded automatically by system. Maintain General Data, Channel, Work flow and Segments information for this campaign element as shown below. You can design and assign separate Mail form here containing additional text to remind the customers about the event in addition to previously created mail form.

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SAP CRM 2007 - Campaign Automation

This is how the flow diagram of campaign looks like after connecting all the elements.

Release the each node or release start node of Campaign. Save your setting and click on Start to trigger campaign execution.

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SAP CRM 2007 - Campaign Automation

Related Content
http://www.sdn.sap.com/irj/scn/weblogs?blog=/pub/wlg/12211 http://help.sap.com For more information, visit the Customer Relationship Management homepage

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SAP CRM 2007 - Campaign Automation

Disclaimer and Liability Notice

This document may discuss sample coding or other information that does not include SAP official interfaces and therefore is not supported by SAP. Changes made based on this information are not supported and can be overwritten during an upgrade. SAP will not be held liable for any damages caused by using or misusing the information, code or methods suggested in this document, and anyone using these methods does so at his/her own risk. SAP offers no guarantees and assumes no responsibility or liability of any type with respect to the content of this technical article or code sample, including any liability resulting from incompatibility between the content within this document and the materials and services offered by SAP. You agree that you will not hold, or seek to hold, SAP responsible or liable with respect to the content of this document.

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