SAP Customer Relationship Management > Marketing > Segmentation & List Management

Segmentation & List Management

Main Process

 

 

 

See also

 

Manage enterprise customer and prospect data without the need for IT support. With SAP CRM, you can create and capture customer profile data to better target and personalize marketing messages, and you can view all relevant enterprise customer information from a central point. Using an interactive, drag-and-drop interface, your marketers can perform ad hoc, high-speed customer segmentation and segment analysis -- and quickly identify opportunities and gain insights into customer segments with data visualization features.List management capabilities  provide you with a comprehensive solution to manage your external address lists to acquire new customers, encompassing the complete process of procuring external addresses, checking and preparing this data to create business partners and target groups from these address records.


The following business goals and objectives can be achieved through the implementation of these processes:


Business Processes

Multiple Data Source AccessSAP Component or Feature Available

Allows multiple data source access to systems and data across the organization, for a single consolidated marketing view.

This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    High Speed Data SearchSAP Component or Feature Available
    Leverages SAP Netweaver search and classification technology to significantly enhance the speed of your segmentation procesess.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    Preview ListsSAP Component or Feature Available

    Allows users to view individual business partners (customers, organizations, or groups) within target groups. Modifies information on each business partner for enhanced understanding and quality assurance.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    Pre-Filtered/Personalized Attribute ListsSAP Component or Feature Available

    Customizes and pre-filters attribute lists for users, to simplify segmentation and assure quality of segmentation.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    Sampling and SplittingSAP Component or Feature Available

    Test segmentation schemes rapidly across large databases, by running counts off smaller random database samples. Includes random percent and discrete value sample creations.

    Segments can as well be split randomly by percentage or discrete value for test and control segments.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    Embedded Predictive ModelingSAP Component or Feature Available

    Optimizes segmentation via embedded analytical capabilities. Provides the ability for a marketer to capitalize on LTV, clustering, and predictive modeling during segmentation.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP NetWeaver
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    Persolalized FiltersSAP Component or Feature Available

    Modifies the filtering (breakout of attribute values) of attributes quickly to meet segmentation strategy needs, and increases speed and efficiencies.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    Quick CountsSAP Component or Feature Available

    Runs counts rapidly off multiple data sources and off sample sets for quick understanding, and rapid segmentation for initiatives.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    Segment DeduplicationSAP Component or Feature Available

    Ensures mutual exclusivity between segments.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    Suppression FiltersSAP Component or Feature Available

    Applies standard exclusions to target groups and segmentation through pre-filtered attribute lists or during the segmentation process.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    Target Group OptimizationSAP Component or Feature Available

    Uses embedded analytical capabilities to ensure the greatest return on the target group selected.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP NetWeaver
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    ClusteringSAP Component or Feature Available

    Groups like customers into a segment. Forms groupings by a modeling technique that determines likely groupings.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP NetWeaver
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    Data MiningSAP Component or Feature Available

    Predicts, profiles, and identifies opportunities via embedded modeling capabilities.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP NetWeaver
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    Decision TreesSAP Component or Feature Available

    Uses a data mining technique to determine the optimal outcome.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP NetWeaver
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    ABC AnalysisSAP Component or Feature Available

    Groups like customers into a segment, e.g., grouping customers into different categories based on their profitability score or retention score. Allows users to create highly targeted segments at the customer, partner, organizational, prospect, or group level without IT intervention. Divides the market into different segments to provide more personalized and therefore more attractive product and service offerings.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP NetWeaver
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    List Management - List Format MappingSAP Component or Feature Available
    Easy to use mapping tool to map (and if necessary) convert fields from external lists to internal CRM structures.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    Duplicate ChecksPartner Product Available

    Interfaces to 3rd party software partners for duplicate checking between CRM and acquired address lists.

    This process is supported by the following SAP and/or partner offerings

  • Business Address Services
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    Postal ValidationPartner Product Available

    Interfaces to 3rd party software partners for the validation of correctness of postal address format of acquired address lists.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    Data CleansingSAP Component or Feature Available
    Tools for comparing and cleansing existing data and uploaded lists.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    Data EnrichmentSAP Component or Feature Available
    Enhance the quality and richness of data on your existing customers by importing additional data from external sources.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    List QualitySAP Component or Feature Available
    Evaulate the quality of uploaded address lists in terms of e.g. postal correctness, number of duplicates, etc. 

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    Lead and Activity ImportsSAP Component or Feature Available
    Import leads and or activities in addition to business partner data.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    List AnalysisSAP Component or Feature Available

    Tracks and analyzes closed-loop list management including Data Package Sales Success Analysis, Contact Success Analysis, Address Quality Analysis, Channel Success Analysis, Duplicate Analysis, etc.

    This process is supported by the following SAP and/or partner offerings

  • SAP Marketing (SAP CRM)
  • SAP NetWeaver
  • SAP Sales Management (SAP CRM)
  • SAP Service Management (SAP CRM)

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    SAP Product Available Partner Product Available SAP Product Available with Future Releases Partner Product Available with Future Releases Future Focus
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