Manage and Plan Marketing Activities with Analytics: Product Demo

Learn how analytics in the SAP CRM rapid-deployment solution helps marketing executives manage and plan marketing activities by analyzing lead quality and campaign performance, and adjusting tactics.

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    • The SAP CRM rapid-deployment solution for analytics: Manage and plan marketing activities with analytics.
    • In this demo, you'll see how the SAP CRM rapid-deployment solution for analytics helps you Analyze campaign performance and lead quality, and adjust marketing tactics to manage and plan marketing activities.
    • Analyze campaign performance and lead quality.
    • Chris Nelson is the marketing manager at US Internet Group, a company that uses the SAP CRM rapid-deployment solution for analytics.
    • To prepare for his upcoming meeting with the sales manager, Jane Miller, on poor lead quality, he wants to understand the current situation of lead and campaign performance status especially for e-mail campaigns.
    • The solution offers tightly integrated dashboards for closed-loop insight to action: this gives Chris visibility into his marketing and campaign performance so he can adjust his tactics as needed.
    • It also offers role-based dashboards for sales, service, and marketing: Chris can see default dashboards based on his role.
    • As a marketing professional, Chris sees a list of marketing analytics dashboards for: -Marketing executive -Campaign performance -Campaign progress -Historical campaign analysis -Lead analysis, and -Lead aging.
    • First, he looks at the Lead Analysis dashboard to get an overview of the current lead status based on campaign type, and get information on the performance of e-mail marketing.
    • This graph shows the number of hot, warm, and cold leads according selected qualifications, such as communication channel, origin, status, channel partner, or campaign type.
    • He selects "Campaign Type" and sees that e-mail marketing has highest number of hot and warm leads.
    • The next graph shows him the pipeline distribution based on deal status.
    • While the number of leads identified is high, the graph indicates that the lead quality is poor.
    • In this graph, he learns why opportunities were discontinued, noting that the main reason is competitor win.
    • Here, he sees why leads were rejected, and again, the main reason is loss to a competitor.
    • Chris needs to bring this up with Jane in their meeting about how sales can better tackle the competition.
    • Chris wants to understand the effectiveness of past e-mail campaigns.
    • He notices that e-mail campaigns have performed very well in the past, and that the numbers of leads that were generated and converted, and the conversion rate, have gone up over time.
    • He compares campaign costs for 2010 and 2011, and sees that costs have decreased over the past year.
    • He then checks generated pipeline and the opportunity close ratio, and sees that the numbers for the pipeline, as well as wins, have gone up.
    • He also checks the actual revenue booked in 2010 and 2011 and sees that revenue has increased in 2011.
    • Chris can summarize the data and use it when he prepares the case for e-mail marketing campaigns.
    • To strengthen his case, Chris wants to check campaign performance based on selected key performance indicators – KPIs - such as, expected revenue, expected ROI, cost per lead, and other key metrics.
    • In the campaign performance dashboard, he can gain insight into each e-mail campaign, including the numbers of leads and opportunities generated, planned costs, and current pipeline revenue: he selects the campaign type, "Email Marketing."
    • He can sort the data based on the top-ten campaigns by opportunity, leads, and pipeline revenue.
    • Chris can select tactic, channel, or marketing organization to get information on costs, revenue, and ROI, and he can get information about responses, leads, leads won, and cost per lead.
    • He selects "Channel" since he is interested in the e-mail channel.
    • Chris notices that ROI and revenue for e-mail campaigns are high, and that responses, leads, and leads won are also high, while the cost per lead is low for e-mail.
    • This reassures him that the channel is performing well.
    • Chris also wants to know the active campaign performance of e-mail campaigns over time and across other key dimensions, so he goes to the "Campaign Progress" dashboard.
    • Chris can use this dashboard to monitor the development of contacts, responses, leads, and opportunities over time.
    • Again, he selects the campaign type, "Email Marketing."
    • He sees that e-mail campaigns have performed well over time, and that the number of planned responses is very close to the actual responses, and generated leads and opportunities.
    • This table shows performance by campaign, including the number of contacts targeted, a comparison of planned and actual responses including the percentage of variance, the number of leads and opportunities, and potential revenue.
    • Chris notes that the KPIs for e-mail campaigns look very good in terms of target achievement.
    • Then he goes to the marketing executive dashboard to get an overview of campaign effectiveness, lead generation activities, and the contribution of the marketing department to the total sales pipeline.
    • Here, he can get an overview of the top-ten campaigns in terms of generated leads.
    • Chris is happy to see that an e-mail campaign – called e-mail special offer - is number one in the top-ten list of campaigns.
    • He can select a campaign to get more details such as budget, planned costs, actual costs, leads, leads won, cost per lead, opportunities, pipeline contribution, and expected ROI.
    • He can also see the rates of accepted and converted leads, and the percentage of the pipeline contribution for the selected campaign.
    • Chris is now confident that the e-mail channel is performing well.
    • He clicks on "details" to see which marketing team is responsible and plans to tell them to set up a special-offer e-mail campaign to increase the pipeline and company revenue.
    • This demo shows how analyzing campaign performance and lead quality can help you adjust your marketing tactics to maximize the return on your marketing investment.
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