[

SAP TPM and HANA - Planning for the

future in CRM Trade Promotions
Management
David Voss SAP America

[Legal Disclaimer
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All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ
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statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions.

Real Experience. Real Advantage.

[ Learning Points
High Level HANA
Capabilities and Benefits of HANA
Extending Trade Promotion Management with HANA
Promotion Planning
BI.ONDEMAND.COM
Reporting & Analytics

System Requirements and Versions

Customer Examples
Next Steps

Real Experience. Real Advantage.

High Level HANA

Real Experience. Real Advantage.

Competitors

Emails

[Consumer Products Information is Exploding

Mobile

Brand Performance

Customer Data
Promotions

Hot Trends

Distribution Centers

Multi Channel
Shopper
Behaviour

Real Experience. Real Advantage.

Instant Messages

Speed

Planning

Tweets

Market Share

Product Proliferation

Social Media

Consumer Insights

[HANA vs. Hannah

Image from http://www.imdb.com/title/tt0493093/

Real Experience. Real Advantage.

[SAP HANA
Breakthrough innovation with in-memory computing
In-memory computing is a technology that analyses massive
quantities of data in local memory so that the results of
complex analyses and transactions are available at your fingertips
and business decisions can be executed without delay
With in-memory technology integrated
in your business, youll see immediate benefits
Gain Real-Time know it when it happens
Go Deeper ask any question on any data
Act Broadly manage large volumes of data
Run Faster analyze at the speed of thought
Get Flexibility eliminate pre-fabrication requirements

Real Experience. Real Advantage.

[ In-Memory Computing Supported by SAP

How does SAP enable business transformation for Consumer Products?

Quickly analyze consumer data to evaluate trends and
new market opportunities

Immediate, self-service access to quantitative and qualitative

information across multiple internal and external data sources
Discover deep insights to drive highly targeted consumer & channel
opportunities with highest projected ROI

Go-to-market based on fast and thorough analysis

versus trial-and-error
Instantly interrogate high-volume internal and external product, order,
shipment, POS and syndicated data
Easily create and optimize promotions tailored to any number of
consumer segment, retailer and geography combinations

Up-to-the minute visibility into complex

demand and supply data and immediate
respond to changes
Real-time, detailed visibility to planned & actual demand across
product, channel and geography dimensions
Understand demand dynamics at any product level; balance with
capacity and inventory-stock, distribution, DCs, in stores
Real Experience. Real Advantage.

[ Overview of Trade Promotion Management Architecture

Old

Real Experience. Real Advantage.

[ Overview of the New Architecture - TPM

Whats involved

Development spanning multiple components i.e. CRM,

BW and HANA
Cross organization development with multiple teams
involved

Enhanced Output

Non-Modifying Add on,

EHP1 SP06

Complete re-write to build a lean planning

infrastructure, i.e. UI to DB

Different distribution per key figure

Lower TCO for customer via enhanced standard modeling
tools, e.g. Query Designer

Real Experience. Real Advantage.

HANA 1.0
SP03

High data volume support e.g. planning at calendar day

level

BW 7.30
SP06

Enhanced performance via In-memory planning (HANA)

[ Planned UI Improvements
Adobe Flash 4 to Flash player
10 migration
Performance:

UI

New communication model

which sends only displayed
data to frontend:
Faster rendering
Less data transport
costs

Smaller flash file and hence

load time
Parallel data fetch and flash
file load

Personalization of column
width
Real Experience. Real Advantage.

[ New Infrastructure Data Collector

Adoption to new Planning
SDK integration layer
(Planning Connector)
Streamlined data collection
Data
and change management Collector
Enablement of side by side
scenarios (Activation of Inmemory solution by sales
area)

Real Experience. Real Advantage.

[ New Infrastructure Planning Connector

Adoption to new Planning
SDK
Enablement of remote
communication with Planning
SDK
Event driven planning
Planning
Connector
function execution
Coarse grained API layer for
easier application integration
Reduction to minimum
calculation in ABAP with
delegation of all functional
logic to Planning SDK
Real Experience. Real Advantage.

[ New Infrastructure BI side

HANA integration via
BW-IP
Utilizing ABAP BICS as
part of the Planning SDK
New data model based
on BW-IP with utilization
of standard queries
BI

Real Experience. Real Advantage.

Capabilities and Benefits of HANA

Real Experience. Real Advantage.

[ What is SAP in-memory computing?

Real Experience. Real Advantage.

[ Technology Foundation Execution Control

Adobe Acrobat
Document

https://www.experiencesaphana.com/servlet/JiveServlet/download/38-3846/SAP%20HANA%20Whitepaper.pdf
Real Experience. Real Advantage.

Reasons customers choose SAP HANA

1

All Data

Manage massive data volume at high speeds

Any Source

Gain insights from structured and unstructured data

Real-Time

Enable real-time interactions across your value chain

Analysis

Unlock new insights with predictive, complex analysis

Applications

Run next-generation applications

Real Experience. Real Advantage.

Cloud

Step up to the worlds most advanced cloud

Innovation

The ultimate platform for business innovation

Simplicity

Fewer layers, simpler landscape, lower cost

Value

Innovation without disruption adds value to legacy investments

10

Choice

Open choice at every layer to work with your preferrred partners

Extending Trade Promotion

Management with HANA
- Promotion Planning

Real Experience. Real Advantage.

[ Today

Challenges:
BPS based planning
10 year solution now in maintenance mode
Complex infrastructure to maintain
Proprietary intermediate planning layer non-compliant to standard SAP planning
Slow performance
Inability to scale with voluminous data

Real Experience. Real Advantage.

[ Tomorrow

Tackling challenges via:

Integration to BW-IP based planning
SAP standard planning infrastructure
HANA (In-Memory) integration for faster performance
Completely new planning architecture

Real Experience. Real Advantage.

[ Trade Promotion (CRM 7.0 Enhp 1) with In Memory

Real Experience. Real Advantage.

[ Planning Layout (CRM 7.0 Enhp 1) with In Memory

Real Experience. Real Advantage.

[ SPRO Where to configure TPM with In Memory

Real Experience. Real Advantage.

[ Planned Scope 2012

Product Promotions
Product Hierarchy Promotions
Product Group Promotions
Multi-Product Planning Basis (e.g. Product and
Product Category)

Multiple layout support

Support for various key figures (OI cap,
volume, trade spends, list price, etc.)
Make use of Planning Functions
Only show relevant key figures on the layout

Business Partner Promotions

Data available for standard reporting

Business Partner Hierarchy Node Promotions

Display data from different info providers

Target Group Promotions (with BP explosion)

TPM SOA services

Buying Pattern Promotions

Rates in CRM and Rates in BI

Copying a Trade Promotion

Extensibility

Change scenarios and Mass Scenarios (products,

dates, trade spends, etc)
Delete a Trade Promotion
Generating a Trade Promotion from a Deal
Funds Management Integration
Disaggregating only to certain cells

Exceptional situation logging

Multiple RFC
Multiple Date Synchronization
Hide and resize columns in the layout
Condition Generation

Note: All scope items are for anticipated general product release and are not indicative of the final product being HANA ready
Real Experience. Real Advantage.

[ Not in Scope for First Release

Indirect Promotions
Display Pallet Promotions
Causal Promotions

Integration with Access Control Engine

Business Rule Framework for Critical
changes and Promotion Guidelines

Product Segment Promotions

Marketing Calendar (KPIs in calendar)

Tiered Growth Rebate Promotions

Live Rates (still uses BPS)

Totals assignment block

Deal (still uses BPS)

APO/Supply Chain Integration

Validation Sheet (still uses BPS)

Free Goods integration

Trade Promotion Editable List
Trade Promotion Mass Approval
BI Hierarchy Updates

Call based configurable thresholds (traffic

light alerts)
Copying one row to the another or one
column to another
Layout Pagination

Working Context for the planning layout

Integration to Workflow

Note: All scope items are for anticipated general product release and are not indicative of the final product being HANA ready
Real Experience. Real Advantage.

Extending Trade Promotion

Management with HANA
- BI.ONDEMAND.COM

Real Experience. Real Advantage.

27

[ BI OnDemand - https://bi.ondemand.com/session/new

Real Experience. Real Advantage.

[ BI OnDemand Minimal information to start, cost $0

Create an account and take advantage SAP
HANA and also prototype data with minimal
effort and no incremental cost or
hardware/software investment

Create a spreadsheet and

start using the application.
Our scenario: 2011 NFL
Player Statistics
Microsoft Office
Excel Worksheet

Real Experience. Real Advantage.

[ BI OnDemand Step One, Prepare Data

Load Data into one tab
Spreadsheets can be imported with more than one tab, but only one can be selected (keeping it simple)

Row 1 must have titles

The first row is used to load the titles that will be used in selecting and reporting data

First row of data should have example data

If column is text, make sure an example is present. If a number that you will use to report, put 0 even if no
number applies. This enables the system to determine if a measure to sum or report by.

Real Experience. Real Advantage.

[ BI OnDemand Step Two, Upload Data to Dataset

Real Experience. Real Advantage.

[ BI OnDemand Step Three, Select Tab if more than

one

Real Experience. Real Advantage.

[ BI OnDemand Step Four, Review Data (use Edit to

change formatting of columns if an issue), the Explore

Real Experience. Real Advantage.

[ BI OnDemand Step Five Explore (Analyze) Data

Real Experience. Real Advantage.

Extending Trade Promotion

Management with HANA
- Reporting & Analytics

Real Experience. Real Advantage.

35

[ Innovation strategy
Real-time Analytics and
Applications

Benefits

Capabilities

Real-time reporting and analysis on big

data (e.g. SAP CO-PA Accelerator)
Complete and instant insight on large,
complex data sets (e.g. SAP Customer
Segmentation Accelerator)
No waiting, no latency from uploads, no
aggregation
Business friendly tools to explore
data and create dashboards
for any question

Empower users with fast, flexible and

detail data to answer any question
anytime
Simplification of analytics and data
warehouse landscape

Solution Today
Real Experience. Real Advantage.

Analytics tied to
Execution
Real-time planning &simulation enable
decisions and resulting action without
delay (e.g. Sales and Operations
Planning)
Platform for co-innovation enables
greater availability of specialized
business solutions
Increase speed of information flow
e.g. planning, forecasting,
simulation, pricing, offers etc.
Simplification of application
landscape

Planned
Innovations

Pervasive Decisions
Single environment for Analytics,
Transactions and Planning enables
flexible, seamless interaction
Maximize the use of the In-Memory
Computing capabilities across business
processes

Insight, deep analysis and decision

support whenever you need it
Smart processes designed to
differentiate your business and
maximize market opportunity
Dramatically reduce landscape
complexity across transactions,
planning and analytics

Future Direction

[ How SAP HANA Helps Consumer Products Companies

(Opportunities for your Business)

Customer and
Channel Excellence
Manage consumer and shopper
marketing programs and campaigns,
tightly aligned with promotions to
maximize go-to-market spend.
Close collaboration with key
customers to create differentiated
offerings for retailers and
consumers.

Responsive Supply
Networks
Better collect, store, manage and
analyze increasing large amounts
demand data, anticipate better market
needs and more accurately react to
consumer preferences.

Financial Excellence and

Business Intelligence
Allow for broader up-to-the minute
enterprise-wide financial visibility,
coupled with tight financial controls.

Reduce forecast error, improve store

shelf availability and prevent out-ofstock situations, reduce inventory
levels. Help establish and improve
responsive supply network to reduce
costs and manage risk across the
network more efficiently.

Note: All timing estimates are for anticipated general product release dates and are not indicative of the products being HANA ready
Real Experience. Real Advantage.

[ Ad-Hoc Profitability Analysis

Description
In brand-driven industries, where margins are slim
and the business environment is unpredictable, it is
important to maintain a close view into costs and
revenues i.e. profitability of individual customers,
markets and products.
Current situation
The sheer volume of data required to determine
the costs and revenue relationships for individual
customers, products and markets can cause
performance issues in reporting and allocation.
Value proposition
Search and identify appropriate controlling data in
Google like speed for even the most complex
analysis and period end close.
Outcome opportunity
Tighter control of costs, better understanding of
revenue streams, better decision making. Possible
to make results available to wider spectrum of
users (from controlling > sales managers, service
employees, etc) who all query smaller subset of
data.
Real Experience. Real Advantage.

[ Experience SAP HANA Try it out

https://www.experiencesaphana.com/community/learn
Real Experience. Real Advantage.

System Requirements and Versions

Real Experience. Real Advantage.

[ Planning Platform Architecture: evolution for Account

and Trade Promotion Management

Planned for 2012

Real Experience. Real Advantage.

BW Version:
BW 7.30 SP06
HANA Version:
HANA 1.0 SP03
Real Experience. Real Advantage.

BW 7.30
SP06

CRM 7.0 Enhp1 SP06

HANA 1.0
SP03

CRM Version:

Non-Modifying Add on,

EHP1 SP06

[ System Requirements and Versions

[ TPM In Memory Planning Components

Real Experience. Real Advantage.

Customer Examples

Real Experience. Real Advantage.

44

[ Performance
Goal
100 Product * 100 Key Figures * 13 Weeks (91 days) = 910000 cells

? sec

Performance Catalysts
HANA
Revamped Planning Infrastructure
Parallelization
Just in time concept (get only what you need)

Next steps
Performance evaluation based on HANA
Basic infrastructure in place although not all planning features have yet been converted from the old
to the new infrastructure

Real Experience. Real Advantage.

[ Colgate-Palmolive
Colgate-Palmolive: Accelerating Business
See how Colgate-Palmolive is running reports with remarkable
speed and drastically reducing process times with SAP
HANA appliance software.

Real Experience. Real Advantage.

[ Additional Stories
P&G, the worlds largest consumer product company,
will use SAP HANA to build the next generation of
financial planning and reporting applications, with speed
that completely transforms what is possible today
http://www.sap.com/demos/richmedia/media/p-and-g-hana-customer-testimonialvideo.epx

Adobe is using SAP HANA to analyze a large volume of

complex data to gain business insights into software
piracy, and to develop preventive strategies and explore
significant revenue recovery opportunities
http://www.sap.com/demos/richmedia/media/adobe-hana-customer-testimonialvideo.epx

Real Experience. Real Advantage.

Next Steps

Real Experience. Real Advantage.

[ Resources
SAP HANA Site Site to learn more, customer examples
http://www.sap.com/HANA/index.epx

Experience HANA See the SAP HANA Solutions (Win a trip

to Hana, Hawaii)
https://www.experiencesaphana.com/community/learn

SDN SAP Community Network - In-Memory and SAP HANA

http://www.sdn.sap.com/irj/sdn/in-memory

BI.ONDEMAND.COM Build your own application with

HANA
https://bi.ondemand.com/session/new

Real Experience. Real Advantage.

[ Key Learnings
HANA is not an actress, but a real-life Super Star for your organization Add to
your roadmaps
TPM will support In Memory planning tools and support options for those who
take advantage of them
Use of standard BW-IP planning functionality instead of a proprietary layer
Ongoing development with first release to customer in 2012
New architecture results in significant performance gains compared to old solution
BI.ONDEMAND.COM is a great tool to prototype data and value added with BI
Explorer and no cost
Resources and links from this session will provide much more to support moving
to the next level with HANA and enabling even more

Real Experience. Real Advantage.

Please remember to complete and return your

evaluation form following this session.
For ongoing education on this area of focus, visit the
Year-Round Community page at www.asug.com/yrc

Real Experience. Real Advantage.

Thank you for participating.

SESSION CODE: 3710

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