Media - Premium Content Publishers > Attract & Retain Customers > Marketing & Campaign Management

Marketing & Campaign Management

Business Scenario

 

Key Performance Indicators

  • Campaign/Event Cost Revenue Ratio
  • Churn
  • Contact Efficiency
  • Customer Satisfaction Index
  • Market Success Factor
  • Percent of New Customers per Year
  • Percent Revenue Growth – Existing Customers
  • Number of Leads Generated
  • Opportunity Costs

    • Partner Opportunities

  • Partner Opportunities in Media - Premium Content Publishers

    • See also

  • Campaign Management
  • De Agostini Editore
  • Deutscher Sparkassen Verlag
  • Editorial Aranzadi
  • Gyldendal Norsk Forlag
  • Higher Education Press
  • IPSOA
  • Malmberg
  • Scenario and Process Component List
  • Verbo Postal
    •

    Campaign management includes design, execution, coordination, optimization, and monitoring of marketing campaigns. Marketing professionals can create targeted, personalized campaigns across all communications channels, including direct sales, call centers, mail, e- mail, fax, and the Internet. They can easily design entire communications streams, from start to finish, including the ability to trigger events based on customer responses. In addition they can monitor campaign profitability at the program, product, customer, and partner levels.

    Business Goals & Objectives


    Improving Customer Service

    Improve customer retention and loyalty
    Improve process efficiency

    Increase Speed & Efficiency

    Automate - eliminate errors due to manual processes
    Improve data accuracy and availability

    Increasing Revenue

    Develop new markets
    Efficient campaign planning and management
    Enable cross-sell/up-sell capability
    Gain market share
    Improve customer retention and loyalty
    Improve sales lead generation and process
    More efficient lead qualification

     

    Business Processes
    Marketing Planning and BudgetingSAP Component or Feature Available

    Combines and coordinates all initiatives and resources across the organization to condense planning and development cycles, while ensuring that this streamlined process still adheres closely to the Business Process. Reduces planning costs.

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

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

    		•
     
    Marketing Planning and BudgetingSAP Component or Feature Available

    Combines and coordinates all initiatives and resources across the organization to condense planning and development cycles, while ensuring that this streamlined process still adheres closely to the Business Process. Reduces planning costs.

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

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

    		•
     
    SegmentationSAP Component or Feature Available

    Segmentation preparation is a process that is generally performed by the database manager. This forms the foundation for business partner segmentation in the Segment Builder (that is all required attributes are created with the corresponding attribute values and data sources).

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

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

    		•
     
    Campaign AnalysisSAP Component or Feature Available

    Validates, measures, and allows refinement of campaigns to maximize effectiveness through monitoring analysis, available during and after execution.

    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)

    		•
     
    Campaign ExecutionSAP Component or Feature Available
    The campaign can be sent to one of the various channels for execution.

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

  • SAP Marketing for Media

    		•
     
    SegmentationSAP Component or Feature Available

    Segmentation preparation is a process that is generally performed by the database manager. This forms the foundation for business partner segmentation in the Segment Builder (that is all required attributes are created with the corresponding attribute values and data sources).

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

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

    		•
     
    Campaign AnalysisSAP Component or Feature Available

    Validates, measures, and allows refinement of campaigns to maximize effectiveness through monitoring analysis, available during and after execution.

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

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

    		•
     
    Campaign PlanningSAP Component or Feature Available
    Analyzes campaign data and predict what the outcome of your campaigns would be under certain circumstances.



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

  • SAP Marketing for Media

    		•
     
    Campaign DevelopmentSAP Component or Feature Available
    Creates marketing campaigns using a visual tool for easier design of complex campaigns.

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

  • SAP Marketing for Media

    		•
     
    SAP Product Available Partner Product Available SAP Product Available with Future Releases Partner Product Available with Future Releases Future Focus
    Please note that the Solution Map, containing proprietary information of SAP AG, reflects SAP's current development intentions, which are subject to change. Future focus coverage may be provided by SAP or SAP partners. Check for local availability of all SAP and SAP partner solutions. ©SAP AG 2007