Overview of SAP CRM Analytics - SAP CRM

Lesson Overview

This lesson explains the importance of SAP CRM Analytics in a complete CRM solution.

Lesson Objectives

After completing this lesson, you will be able to:

• Explain the importance of SAP CRM Analytics in a complete CRM solution.

Business Example

Case Study: SAP CRM Analytics

Based on the various Marketing, Sales and Service processes the analyst of your company monitors various key factors by using different analysis scenarios.

Reporting in SAP CRM

The area of CRM Analytics enables you to gather all the relevant data about various key factors (for example, customers, sales, services, marketing campaigns) and analyze this knowledge base to deploy important insights derived from it in your operational and strategic decision-making.

The CRM Analytics offerings enable you to:

• Monitor, understand, and influence customer behavior and focus limited resources on your most valuable customers
• Analyze information concerning markets, competition and past marketing initiatives to understand how well the marketing campaigns and programs are performing and to influence the success of future marketing initiatives and campaigns during planning
• Understand sales results and plan future sales by comparing plans with actual sales and analyzing the performance
• Gain insights to all important perspectives of service activities performed, the drivers behind them and the financial performance of the service organization
• Understand the performance of each interaction channel to optimize resources Beside the comprehensive BI Reporting additionally with SAP CRM 2007 the possibility of using Interactive Reports has been introduced. In this case no separate SAP BI system is required for reporting. Instead the SAP NetWeaver Stack that comes with SAP CRM itself can be used in order to run CRM reports on the same machine.

Analysis Scenarios

SAP CRM makes it easy for you to compile and synchronize all relevant data in your customer knowledge base, and provides you with up-to-date reporting tools for monitoring and measuring the success of your enterprise. The forecasting functions help you discover hidden patterns and use this information to predict risks and opportunities in marketing, sales, and service.

In addition, SAP CRM contains an integrated and flexible planning platform, with which you can set clearly defined goals and coordinate resources to achieve your business objectives. The most important aspect is, however, that CRM Analytics gives your employees the information they need to make the right decisions and provides a consistent and personalized service for your most valued customers.

SAP CRM Analytics in Your Personalized Portal

The portal combines every type of analysis and every application from all the relevant areas into one role-based view.

You can publish the analysis results in your Enterprise Portal and distribute them easily around your company. In this way, employees in different locations have easy access to important information and can execute tasks interactively; They can, for example, enter their planning data on the Web.

Hint: In the first part of the cycle, you must know the main focus areas and the locations that provide the supporting information. This includes the following:

• Warnings of acute problems. The information for such warnings generally comes from business process monitoring in SAP Business Information Warehouse. Example: a credit manager receives a warning that a customer has exceeded his or her credit limit.
• External or internal messages and documents.

Decisions: During the decision process, detailed analyses are carried out in teamwork.

• The analysis functions examine the data in greater detail. Example: the credit manager can check the customer's credit history and compare statistics.
  • What-if analyses enable you to examine the consequences of different solutions.
  • Exchanging information with internal and external experts. Example: the credit manager finds the sales manager responsible for the customer and gets in contact with him or her.

  Action: once a decision is made, it can be put into practice immediately.

  • Example: the credit manager alters the customer's credit limit in the system,
  automatically generating the appropriate notifications and follow-ups.