One of the five parts of SAPC/4HANA is SAP Marketing. It enables a good understanding of client needs and reverts them with multi-channel campaigns of marketing. It is an advanced automation system for maintaining client relations and managing marketing activities as per requirement. It helps in real-time data collection, data processing on interactions and involvement level of clients and then effectively implement marketing campaigns.

Benefits of SAP Marketing solutions

• Helps to build customer involvement across various channels
• Helps to target as well as segment several groups of recipients
• Allows you in designing and carrying out personalized campaigns
• Allows you in analyzing customer behavior on a real-time basis
• Helps to predict client’s behavior and create automated recommendations
• Allows to integrate tools, data and systems

Standard analytical functions

For in-depth analysis of marketing activities completed, new analytical functions are added for the users in the SAP Marketing 1709 version. Analytics and Report Gallery- a new application is included in the system which acts an access point for new functions. Operational reports are displayed with the help of this application which provides data from the given below areas-

• Lead Management
• Marketing Planning and Performance
• Contact and Profiles
• Campaign Analytics
• Marketing Data Analysis
• Offer Management

CDS views are used for all the standard reports available in the system’s basic version. And clients can also customize their reports as per their requirements.

How to build brand loyalty with the help of SAP Marketing?

Building brand loyalty among current customers is very less expensive in comparison to new customers. With SAP Marketing solutions, you can

• Increase brand attachment and extend the client’s life cycle
• Enrich the experience in the outlet or store

Other things which build brand loyalty include- customers advocate for your business, easy and flexible interface to use.

SAP Marketing system- Functions

• Creating segments and personalizing communication- With the help of SAP Marketing, you can group potential customers and your current customers into suitable segments. This will enhance communication, both in effective message and form. This can be done by using segmentation wizard.
• Building fitting scenarios and advanced customer journeys– You can browse your customer journeys, and according to that, build your own professional journey with appropriate communication channels (text message, e-mail, social media). In addition to that, you can create personalized messages adjusted according to content, form and time.
• Data Management– A large database explains a lot of data. Different sources can be consulted for a lot of information concerning both registered and anonymous customers. Although, a thorough analysis which is supported through appropriate conclusions can allow you for taking full advantage of the potential of Big Data.
• Attracting customers effectively– Regardless of any communication channel, its content and form, the major task is to acquire a customer. Appropriate targeting and comparing the message with the recipient is important to effectively increase the share in the market.
• Maximizing profits with the help of recommendations– With an advanced recommendation system, SAP Marketing will recommend complementary products to the client in a non-pushy and intelligent way. Thanks to up-selling and cross-selling techniques, you can maximize your revenue from a sole transaction.
• Measure execution of KPI– The motive of all sales and marketing activities is to promote sales. With the help of SAP marketing, you can promote both value of conversion and frequency, as well as calculate the implementation on an ongoing basis of KPIs.
• Managing acquired leads- Appropriately managed strategy of segregating and marking users will permit you to efficiently and effectively adjust the campaigns which depend on the degree of person’s involvement and his/her response to the marketing activities.

SAP Marketing allows you to make sophisticated reports, in addition to simple lists which has different levels of information. It also provides a filtering system which facilitates presentation of data according to specific dimensions. You can precisely monitor and get insight into important KPIs from different areas of your business. SAP Marketing ensures dynamic response to any undesirable phenomena. You can also integrate with search and Facebook ads with SAP Marketing. And the main thing is that you can segment your clients on the basis of their estimated value.

Why is it necessary to integrate with SAP Analytics Cloud?

It is important to expand SAP Marketing possibilities by integrating it with SAP Analytics Cloud (SAC) because in some cases, the above functions may not be enough as per requirement. This integration gives access to new reports. The user can easily prepare scenarios and use in SAP Marketing. Due to integration with SAC, users can access two new applications- Lead Dashboard and Marketing Executive Dashboard, which are considered as a very complex form of reports whose results are prepared on a real-time basis.

Merits of SAP Marketing integration with SAC

Because of new analytical functions, SAP has provided its users with an opportunity for analyzing marketing information in-depth directly with SAP Marketing. Marketing activities can be very easily managed and altered for achieving better results.

Your analytics stories in SAC allows you in performing an analysis of marketing information. These analytic stories are being embedded in the campaigns and Analytics and Report Gallery. You can also directly avail in SAC. Operational reports help to slice, dice and analyze the data in the design area of SAP Marketing cloud. Both operational reports and analytics stories use similar underlying information modelling technology which is CDS (Core data views).

The Analytics and Report Gallery provides central access to operational reports, Analytical stories and Apps to Marketing Business Users. Its parts are structured along with the other information areas. The most frequently used elements display on top where elements can be marked as favorites. For standard business content, documentation and description are available. You can hide standard stories from the business users, although, customer specific reports and stories can be enabled. Analytics stories can use visualizations, charts, texts, and pictograms for describing the data.