Measuring Campaign Effectiveness

[former_member184510]

Hi Experts,

I have a scenario where the business team wants to calculate the effectiveness of their marketing activities (campaigns and promotions) .

For example: The client wants to know how many calls came to call center for enquiry of a particular product or service based on the campaign

how many customers asked for quotations based on the campaign or hoe many sales /service orders (in ECC) were craeted due to a campaign/promotion.

These are few examples , howver if there are other ways tgo calculate /measure campaign effectiveness please let me know .Is there any standard way to measure this? Any documentation/blog would be really helpful.

Thanksa nd REgards,

Aneesh

[kavindra_joshi · Accepted solution]

This is normally done in PS system where we have the Work breakdown structures to measure the campaign effectiveness in the ECC.

[Former Member]

Hi Aneesh,

I think there is no straight answer to this question, there are different processes for Measuring Campaign Effectiveness.

Like from CRM Marketing, CRM Marketing Analytics, SAP BW, SAP ERP PS.

But I will try to give the answer up to some extent,

1. 1) Telemarketing campaign

This tells about “Telemarketing campaign” process,

• A campaign (which in this example is related to a marketing plan) is created.
• Linked to this campaign is a target group (a finite list of business partners selected for the campaign) and a script.
• A call list is generated from the target group. The call list includes the business partner information and relevant information required for the Interaction Center.
• Using the script and the call list, the Interaction Center agent calls the customers in the call list. When a call is completed, the agent updates the activity with the results of the call.
• This information is also written to SAP BW for reporting and monitoring purposes.

From this we can immediately measure the success of a campaign. (But not completely)

2) E-mail campaign

Process

• User sets up an e-mail marketing campaign, with related target group. The e-mail form is customized to match the desired marketing message. E-mails are sent to all participants of the campaign with parameterized (for tracking purposes) URL links.

• When used in conjunction with SAP Internet Sales, dynamic, personalized greeting and Web tracking (for example, hits from e-mail) is possible.

  • If set up in Customizing, activities are generated for each BP in the target group. The mail contents are linked to the activity as an attachment.

3) Look at the following link for “Campaign effectiveness”

With this query, you can determine the number of planned and actual responses and activities for a campaign. You can also determine the number of planned leads and opportunities for a campaign.

  http://help.sap.com/saphelp_nw70/helpdata/en/43/0116109024517be10000000a1553f6/content.htm

4) In the following link you can find” various processes”  that use to “measure Campaign effectiveness”

Look at left hand side, under Queries …, You can find so many ways to measure Campaign effectiveness.

Like

Campaign Performance Over Time

Campaign Effectiveness per Channel

Campaign Survey Results

Campaign Analysis: Response Rate per Target Group

Campaign Effectiveness per Product

Response Rate Over Time

Campaign Financial and Response Performance, ………… etc

http://help.sap.com/saphelp_nw73ehp1/helpdata/en/63/0a7e40417c6d1de10000000a1550b0/content.htm

5) you can also refer the following links for better understanding

http://scn.sap.com/community/crm/marketing/blog/2014/03/07/how-to-measure-the-effectiveness-of-your-...

Campaign Response Recording

  http://help.sap.com/saphelp_crm700_ehp02/helpdata/en/46/329f00ff4914dce10000000a155369/content.htm?f...

6) But calculation of “Campaign Success in terms of Costs and Revenues” would be done in SAP BW by retrieving the data from SAP CRM and SAP ERP PS.

Customizing IMG: Marketing→Marketing Planning and Campaign Management → Marketing Planning and Campaign Management → System Landscape → Define Formatting Mask for Marketing Projects.

And then

Customizing

IMG: Customer Relationship Management → Marketing → Marketing Planning and Campaign Management→System Landscape Define→ERP Integration Type

• In customizing you specify whether the transfer of your marketing projects to ERP should take place in the background via Middleware.

– If you select Middleware, the transfer will occur automatically once the status of the marketing project permits it.

• The status Object Moving Locked is set automatically once you have sent the marketing project to ERP via Middleware. If you want to move objects around in the structure once they have been transferred to ERP, you need to reset this status. This is an important step as once a structure has been

transferred to ERP, any hierarchy changes are critical.

• Once transfer has been carried out, you can see the current status of the ERP transfer under Administration Data.

Regards

Vidyas

[Former Member]

Hi Aneesh,

To measure campaign effectiveness, you need BW integration. Do you have BW in the landscape?

If yes, below help topics may be helpful.

Marketing and Campaign Analysis - Marketing Analyses - SAP Library

Plan/Actual Comparisons in CRM Marketing - Marketing Analyses - SAP Library

Rgds

Hari