hybris Marketing

Insight
Application Information
May 2015

Objectives

At the end of this presentation, you will be able to:

Explain the functionality of Margin Decomposition and
Relationship Analysis
Explain how the assignment of my accounts works

Note: hybris Marketing Insight within SAP hybris Marketing is the new
name for SAP Customer Value Intelligence.
Customer

hybris Marketing Insight

hybris Marketing Insight within SAP hybris Marketing is the new name for SAP Customer Value Intelligence.

The menu in the UI has been changed, the

workset items can be found under Insight.

The configuration can be found

under Data Management

Customer

Business Example

George is a sales representatives who is challenged to

identify the value of each customer derived from sales,
granted discounts, etc. in order to provide recommendations
on what to offer each customer for sales growth. Additionally
he needs the ability to analyze several millions of customer
data and to visualize, explore and predict analytics to support
intelligent decision making through meaningful KPIs and a full
view of customer data.

Customer

Insight
Customer portfolio analysis using the current and
potential value of your customers
Balanced score card to detect strength and
weaknesses in a customer relationship
Whitespace analysis to derive additional revenue
potentials
Scoring of interactions on both consumers and contacts
of a buying center
KPI monitor to derive & detect trends and patterns from
time series analysis
Derive personalized engagements from those insights

Customer

Agenda
Margin

Decomposition and Analytics of Customer Value Intelligence

Relationship Analysis of Customer Value Intelligence
Presales Relationship Analysis of Customer Value Intelligence
Marketing Executive Dashboard based on Home Workset
My Account Assignment and Role Definition
Describe the settings and the needed activities to define PFCG roles and
authorization profiles

Customer

Margin Decomposition
Scenario Detail 1: Margin Decomposition

Process Steps

Apply Filter for desired characteristics like Customer

Group, Division, Sales Group, etc.

Save personalized filter views according to the users

individual needs

Access Margin Decomposition from the Home screen with

individual tiles for each filter view

Filter by My Target Group or Target Group: The Results

are returned only for the members of specific Target
Groups

Prerequisites in Customizing:

Assign Condition Types to Main and Subgroups

Activate Integration of Controlling Data

Specify Authorizations for Access of Results

Customer

Margin Decomposition
Needed Steps in Customizing

Needed Customizing

KPIs are calculated based on SD price conditions

Each condition type must be assigned to Main Group and

Subgroup (optional)

Controlling Integration is optional

Load Data for Materialized View with Programs

using Transactions SA38

CUAN_CVI_LOAD_FMD_SD to build Margin

Decomposition

CUAN_PRED_MODEL_UPD to update CLV, ABCclassification and Churn-Probability, Loyalty-classification

and customer satisfaction

Customer

Margin Decomposition
COPA Integration - Prerequisites
Note: COPA Integration is optional!
It allows to enrich the Margin Decomposition by Costs and Discounts
not available in the SD document, as it is the case e.g. for

Write-Offs

Cash Discounts

Direct Costs, e.g. Marketing Costs

Needed Customizing

Define Operating Concerns to be considered for the Margin

Decomposition

Select the required fixed Controlling Key Figures and assign them
to Main and Subgroups

Select the required fixed Controlling Dimensions to the Margin

Decomposition Dimensions. Note: To assign costs e.g. on
customer level it is important that the controlling data has been
transferred also on the same level.

Additional Prerequisite:
Replication of Controlling Tables (CE1xxxx, xxxx being the name of
the relevant operating concern)

Customer

Margin Decomposition
COPA Integration Client Side Import
To integrate Controlling data in SAP Customer Engagement Intelligence, you need to generate the corresponding SAP HANA content in the
SAP HANA database. To do so, you run the report using transaction SE38
CUAN_GENERATE_HDB_CO_PA_VIEWS which generates the SAP HANA content.

The corresponding XML files are stored on the file system and have to be imported into the SAP HANA database:
1.

Open the HANA Studion and Import all generated XML files into package sap.hana-app.cuan.gen.copa by chosing
File > Import >SAP HANA Content > Developer Mode and overwrite the existing calculation view CA_CUAN_COPA_UNION from package
sap.hana-app.cuan.gen.copa with the generated XML file by selecting the corresponding option in the import dialog.

2.

Choose the context menu of the analytic views (AN_CUAN_COPA_XXXX) and activate them.

3.

Choose the context menu of the calculation views (CA_CUAN_COPA_XXXX) and activate them.

4.

Activate overall calculation view (CA_CUAN_COPA_UNION).

Customer

Relationship Analysis
Scenario Overview: Integration into CRM

1.

2.

Relationship Analysis

Target Group

Apply Filters

Adjust Name, Description and Owner

Analyze customer with various

KPIs and zooming.

Remove certain Members

Release Target Group replicate TG to CRM.

Mark customers and create &

open Target Group

Use TG for further processing in CRM, eg.

campaigns.

Customer

Relationship Analysis
Scenario Detail 1: Relationship Analysis Sales

Process Steps

Apply Filter for desired characteristics

Investigate customers for various KPIs (Dropdown box on X and

Y axis; color coding of dots); zoom into cloud of dots (each
customer is represented as a dot in the chart)

Mark those customers (dots), which shall be further investigated

and save them in Target Group.

Prerequisites in Customizing:

Availability of KPIs on UI

Maintain parameters for Loyalty, ABC classification

Adjust color coding, if needed

If survey results are to be integrated follow required

customizing steps

Specify Authorizations for access of data

Customer

Relationship Analysis
Scenario Detail 1a: Parallel Coordinates

Prerequisites in Customizing:

None (see previous slide)

Process Steps (similar as for scatter plot previous slide)

Apply Filter for desired characteristics

Investigate customers for various KPIs (add, remove and shift KPIs;
chose color coding of dots) (each customer is represented as a line
in the chart)

Mark those customers (lines), which shall be further investigated and

save them in Target Group.

Customer

Customizing for ABC Classification

(Z-Axis for Relationship Analysis Sales)
The calculation of the customer ABC classification is based on the revenue generated by customers
during a defined time period in the past. By default, the time period starts with
the 1st of January of the previous year
Double-click Define Classes to change the default for the thresholds (percentages of revenue
contributions) and the names of the classes

Double-click Maintain Color Codes for Z Dimension KPIs to define the colors for the ABC classes

Double-click Define Parameters for Classification to define the time period in the past that is
considered for the ABC classification of customers according to their revenue contributions. Specify
the time period in years under Value.

Customer

Customizing for Loyalty Status - I

(Z-Axis for Relationship Analysis Sales)
In this activity you define the descriptions, colors, and parameters (minimum
value and time periods) for the customer loyalty status based on sales Orders
Double-click Define Customer Loyalty to change the default descriptions, short texts, and tooltips
for the five default customer loyalty statuses.

Double-click Maintain Color Codes for Z Dimension KPIs to change the default mobile and
desktop color settings, or to define the colors for additional statuses.
Double-click Define Periods for Customer Loyalty to specify the two time periods in the past for
the calculation of the customer loyalty status. You can only enter one pair of periods, such as, 36
months and 12 months. The periods entered here are used in the definition of the statuses.
In addition, you can change the default setting for the minimum amount (Minimum Value) for
sales orders to be taken into account for the calculation of the customer loyalty status.

Customer

Customizing for Loyalty Status - II

(Z-Axis for Relationship Analysis Sales)
Double-click Define Customer Loyalty Status to define the parameters of he
statuses.
You can change the default settings as follows:
For each status, choose one of the two time periods (Loyalty P.) defined
before.
For each status, specify a minimum (Min. Orders) and a maximum (Max.
Orders) number of orders to be received within the period for the status
you are defining.
As an additional condition, you can indicate the minimum number of sales
channels (Channels) and product lines (Prod. Lines) that have to be
covered.
For example, an active customer can be defined as one who ordered 2 to 6
times in the last 12 months and covered 2 sales channels by his orders.

Customer

Relationship Analysis based on CRM Presales Data

Scenario Detail 2: Relationship Analysis Presales

Remarks:

Here Relationship Analysis is offered on replicated data

from CRM backend

Attributes for Z dimension (color coding) are not offered.

Prerequisites in Customizing:

Availability of KPIs on UI

Specify Authorizations for access of data

Process Steps

Apply Filter for desired characteristics

Investigate customers for various KPIs (Dropdown box on X and Y

axis; [no color coding offered here]); zoom into cloud of dots (each
customer is represented as a dot in the chart)

Mark those customers (dots), which shall be further investigated and

save them in Target Group.

Customer

Relationship Analysis
Scenario Detail 2: Maintain and Release Target Group

Prerequisites in Customizing:

None

Extensibility capabilities for Thing inspector facets

Exchange to control visibility of member

information

Additional information can be included (e.g.

revenue)

Process Steps

Name, Description and Owner of Target Groups

can be adjusted

Certain undesired account members can be

removed

After Target Group is released press button New

Initiative and select type Activity.

Customer

My Accounts - Assignment of User to Accounts

Prerequisites

Definition of User in ERP (e.g. Sales

Person) Transaction PAL2

Assignment of Sales Reps

(i.e. HPA-User) ERP-Transaction
VD02

HPA User Id must match the ERP User

ID of the underlying data, e.g.
HSCHMIDT

Assignment to User

Assignment to Sales
department
Assignment of Sales
Person to Account

Customer

My Data concept for CRM Master Data

Prerequisites

The User should be

assigned to CRM
Business partner with
the BP role Employee

Maintain
Relationship

The concept based on User ID

from HPA- und CRM-System. User ID
should be equal in both Systems

The concept consist of Master Data and

Transactional Data part

Example: Employee with BP Id

=4001871 is Responsible for
BP 4020156

Customer

My Data concept for CRM Transactional Data

Result

BP Id of Employee should be
maintained in the document as
Owner

Sales Team of
Business
Document

In the transactional Data of the

corresponding document the BP Id of
the employee/owner (in this
example:4049493 ) is stored as Person
responsible

Replicated Opportunity Header

entity table

Customer

PFCG Role Definition

Include copied single roles

into copied composite role

The Standard PFCG Role will change as of SP03 to

SAP_CUSTOMER_VALUE_INTELLIGENC

This composite role and the included single roles must

be copied to a corresponding Z-role

The sort index controls the sequence of the Application

Menu

Access to users can be restricted via PFCGauthorization profile

Restricted Access, for example,

to certain Sales Orgs

Sort index of Single Roles

control the Application Menu

Customer

Features
Relationship Monitor

Action Area. Allows for

easy filtering, selection of
views and follow up action
(create target group)

Display only selected

accounts in chart

Add selected accounts

to target group

Change display
settings

Change display of chart

between portfolio and
parallel coordinates
Refresh display in chart
Select additional filter
attributes

Click and select other

key figures for display

Selected filter attributes

instances. By clicking on
x instance is deselected

Select filter attributes

instances

Open a preview on the

account list and see
which are selected

Mark with mouse and

select accounts.
Zoom in or zoom out

Chart Display Area

Filter Area. Allows to filter

by account attributes
instances.

Click and select other

key figures for display

Click and select attribute

for color coding of the
account dot
Screen Areas
Details & Navigation

Customer

Summary

You should now be able to explain and set up

Margin Decomposition
Relationship Analysis
My Account Assignment
Role Definition

Customer

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Customer