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Integration of the Marketing Attributes (new) ( RELNCRM_30A_BP_MKT_PROF )

Integration of the Marketing Attributes (new) ( RELNCRM_30A_BP_MKT_PROF )

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Short text

Integration of the Marketing Attributes (new)

Use

The marketing attributes are included in the business partner dialog.

Thus, during the processing of the business partner master data, you can directly assign attribute sets to the relevant business partner, and you can process the attributes contained there by filling them with values.

Using the attributes and their values contained in the attribute sets, profiles for Business Partner can be created in the context of Business Partner Segmentation in Marketing. These can in turn be used for forming target groups for certain marketing activities (e.g. mailing action), whereby the target groups consist of a number of business partners that have the same attributes, or that fulfil other concurrent selection criteria.

You can use the following data, for example, as marketing attributes:

  • Demographic data (religion, gender, age)
  • Socio-economic data (income, occupation)
  • Buying behaviour (number of previous purchases, preferred products)

The creation of attributes and attribute sets as well as all other processes for analyzing the data assigned to the business partners, like the creation of target groups, take place in the relevant Marketing transactions.

The following functions are possible in the Business Partner dialog itself:

  • Assignment of the stated attribute sets to the relevant business partner
You can assign several attribute sets to a business partner.
  • Displaying the assigned attribute sets for each business partner
  • Assignment of concrete values to the attributes for the relevant business partner
Example: attribute set for an Internet bookstore
  • Attribute set: BOOKSTORE

  • Attribute 1: favorite author, attribute value: X, description of the attribute value: Agatha Christie

  • Attribute 2: favorite genre, attribute value: Y, description of the attribute value: crime thriller

  • Attribute 3: price category, attribute value: Z, description of the attribute value: 20-30 DM

  • Displaying the attributes and their values in the form of a list with various display variants, using the SAP List Viewer

Effects on Existing Data

Effects on Data Transfer

Effects on System Administration

Effects on Customizing

Further Information

Create attributes and attribute sets in the user menu in the transaction Maintain Attributes or Maintain Attribute Sets under Marketing.






BAL Application Log Documentation   ABAP Short Reference  
This documentation is copyright by SAP AG.

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