Automotive: Marketing & Campaign Management (Collaborative)

This business scenario is designed to show how four parties - a data provider, a relationship marketing department, a regional marketing department, and a mailing provider - use the Internet to run a complete campaign. The map illustrates the benefits of collaboration. The result is a streamlined campaign process which saves time and money.

Show Document Flow

External Data provider

Marketing Department (e.g. OEM, Importer)

Regional Market Center (e.g. Dealer)

External Service Provider

Market data provision

Plan annual campaign

Define operational campaign, segmentation

Create activity

Campaign analysis

Marketing campaign closure

Track & analyse response (Lead Generation)

Segmentation refinement**

Execute activities (e.g. mailing)


Automotive: Marketing & Campaign Management (Collaborative) Today's automotive markets are highly competitive and require increased marketing activities in order to improve your existing customers loyalty and to attract new customers to your brand. This collaborative business process helps you to increase the emotional tie-up to your brand and your customers' satisfaction. Intelligent and highly automated tools enable you to create personalized offers at the lowest cost, and the involvment of your assigned dealerships ensures that you use the most up-to-date customer and vehicle information to execute your campaigns. The goal of this Business Scenario Map is to outline the complete scenario of running a campaign starting from the campaign analysis, continuing of the campaign and finally ending with the closure. SAP enables an OEM/Importer, a wholesaler or even a dealer to implement this scenario. The marketing manager initiating the scenario has a thorough understanding of the current selling situation having carried out an analysis with SAP BW. The external data is delivered from a market research institute for example. Taking into consideration market conditions, marketing needs as well as competitor activity, the marketing manager identifies the products that need incremental campaign activity. He decides on the campaign naming and its start, duration and end. Having discussed the planned campaign with the marketing manager, the sales manager identifies the target group of the campaign via a selection of prospects and/or customers. The campaign and the target group are discussed once again, checked and confirmed. Finally the campaign activities for mailings are generated with the help of an external mail-shot provider. When the campaign was executed, the marketing manager tracks the campaign and the status and completion of the single mail shots. To complete the cycle, both the marketing manager and sales manager are able to evaluate the effectiveness of the campaign and use what they have learned for future planning.