Analytics and Reporting 1709.pdf

User Guide SAP Hybris Marketing On Premise Document Version: 1.0 – 2017 2017-09-18 -09-18

Analytics and Reporting 1709

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Content

1

Business Co Con ntent for SAP Hybris Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

2

Dataow Da taow

3

CDS Views. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 .9

3.1

Contacts and Proles Proles.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 .

Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 .6

Data Qualit Quali ty of Contacts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 New and Va Validated Contacts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 . 11 Interaction Interactio ns per Interest. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 .11 Interactions per Digital Asset. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Proles pe Proles perr Channel - Last 3 Months. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Contact En Engagement Score - Last 3 Months. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Contact En Engagement Score. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Marketing Attributes of Contacts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Web Downl Downloads, Last 3 Months. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Web Visits, Visits , Last 3 Months. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Interaction Interactio n Sentiment per Interest - Last 7 Days. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Predictive Quality Curve Query. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18 Proles p Proles pe er Channel - Last 3 Months. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18 3.2

Campaign Su Suc ccess. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19 19 Campaign S Campaign Su uccess for Messages. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Aggregated Aggregate d Campaign Success Email. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22 Aggregated Aggregate d Campaign Success. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Aggregated Aggregate d Campaign Success by Tags. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Success fo for Display Ads Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Success fo for TV Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Success fo for Paid Social Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Success fo for Paid Search Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26

3.3

Lead Manage Managem ment Analytics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26 Lead Stage Stages. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27 Lead Stage Stages for Lead Dashboard. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Lead and Opportunity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30 Lead and Opportunity for Lead Dashboard. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Items of Interest for Leads. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35 Products of Leads and Opportunities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

3.4

Budget and Spend Analytics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39 Bud Composite Views. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

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Analytics and Reporting 1709 Content

Content

1

Business Co Con ntent for SAP Hybris Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

2

Dataow Da taow

3

CDS Views. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 .9

3.1

Contacts and Proles Proles.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 .

Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 .6

Data Qualit Quali ty of Contacts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 New and Va Validated Contacts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 . 11 Interaction Interactio ns per Interest. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 .11 Interactions per Digital Asset. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Proles pe Proles perr Channel - Last 3 Months. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Contact En Engagement Score - Last 3 Months. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Contact En Engagement Score. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Marketing Attributes of Contacts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Web Downl Downloads, Last 3 Months. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Web Visits, Visits , Last 3 Months. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Interaction Interactio n Sentiment per Interest - Last 7 Days. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Predictive Quality Curve Query. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18 Proles p Proles pe er Channel - Last 3 Months. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18 3.2

Campaign Su Suc ccess. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19 19 Campaign S Campaign Su uccess for Messages. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Aggregated Aggregate d Campaign Success Email. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22 Aggregated Aggregate d Campaign Success. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Aggregated Aggregate d Campaign Success by Tags. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Success fo for Display Ads Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Success fo for TV Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Success fo for Paid Social Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Success fo for Paid Search Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26

3.3

Lead Manage Managem ment Analytics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26 Lead Stage Stages. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27 Lead Stage Stages for Lead Dashboard. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Lead and Opportunity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30 Lead and Opportunity for Lead Dashboard. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Items of Interest for Leads. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35 Products of Leads and Opportunities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

3.4

Budget and Spend Analytics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39 Bud Composite Views. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

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Consumption Views. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41

4

pe er Proles p

5

Analytics Stories. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .46 .46

5.1

Analytics Story: New and Converted Contacts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

5.2

Analytics Story: Campaign Success for Messages. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .46

5.3

Analytics Story: Channel Interest Mix. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47

5.4

Analytics Story: Campaign Success for Digital Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

5.5

Analytics Sto Storry: Lead Dashboard. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47

5.6

Analytics Story: Marketing Executive Dashboard. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49

5.7

Analytics Story: Prole Analytics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49 .49

5.8

Analytics Sto Storry: Sentiment Media Mix. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49

6

Key Perform Performa ance Indicators. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

7

Marketing Efectiveness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54

8

Margin Deco Decom mposition. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .55 .55

9

Analysis for Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .56

10

Segmentation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 Segmentatio

11

Predictive Scenarios. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68

11.1

Overview of Predictive Demo Scenarios. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68

11.2

Buying Propensity Scenario. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69

11.3

Demo Scena Scenarrio CRM Loyalty Score. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70

12

Recommendation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72 Recommenda

13

Plan Pl anni ning ng.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76

14

Relationship Analysis – Presales. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77

15

Relationship Analysis – Sales. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78

16

Pocket Marg Margiin Reporting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .80 .80

17

Sales Reporting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81


Channel - Last 3 Months. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .45

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3

Document History

Before you start, make sure you have the latest version of this document. You can nd nd the the latest version at the following location: http://service.sap.com/mkt The following table provides an overview of the most important document changes. If the information you are looking for is not described in this guide or if you nd nd something something described incorrectly, please send an email to mailto:[email protected] and we'll update this guide. Table 1: Document History Version

Date

Description

1.0

2016-11-21

Initial version for SAP Hybris Marketing 1611 (1.2 SP04)

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Analytics and Reporting 1709 Document History

1

Business Content for SAP Hybris Marketing

The Business Content documentation provides information about the main business content objects that are used in the application. The information is structured along the diferent parts of the application, for example, the business content providing data for the performance indicators as found on the Home workset. This allows for identifying the relevant objects, such as the SAP HANA calculation views, OData services, and queries. For the details about specic objects, use the options as described in the section Dataow Overview, where you can also nd an overview for the diferent data ow structures used in SAP Hybris Marketing and brief explanations for the involved content objects.

Analytics and Reporting 1709 Business Content for SAP Hybris Marketing

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2

Dataow Overview

In SAP Hybris Marketing, the SAP HANA based dataow involves the following objects: ●

SAP HANA information models

●

InfoProviders

●

ABAP class for the fast read access using ABAP Database Connectivity (ADBC)

●

BEx Queries

●

OData services

The above objects are used to enable and to structure the ow of the business data spanning from the database to the consumer on the application-UI.

Data Flow In SAP Hybris Marketing two diferent dataow structures are utilized: ●

Analytical data ow.

●

Transactional data ow.

Analytical Data Flow The dataow for the analytic accesses to business data is structured as follows: ●

SAP HANA information models provide predened business data models based on the replicated database tables from the source system(s), such as SAP ERP or SAP Customer Relationship Management (SAP CRM).

●

Transient InfoProviders in the back end of the system enable access to the business data as modeled in the SAP HANA views.

●

Easy queries reference the business data provided by the InfoProviders. In addition, the easy queries allow for an automatic generation of the relevant OData services. Typically, there is one OData service per query.

●

OData services are used to expose the business data to the consumer of the data, such as the Relationship Analysis subworkset. The function of the OData services in the dataow can be compared to those of application programming interfaces (API) or Remote Function Call (RFC) components.

Transactional Dataow The transactional dataow serves for the read access, as the analytical dataow does, and for the write access, for example, when a target group is created. The transactional dataow with read access is structured as follows: ●

SAP HANA information models provide the data as for the transactional data ow. However, for the transactional dataow also the locally stored business data is addressed through the models. For example, the target groups or initiatives created in the application.

●

An ABAP class enables the fast read access to the data provided by the SAP HANA information models. ADBC is used for the fast read access to the data basis.

●

OData services are used to expose the business data, as provided by the fast read access.

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Analytics and Reporting 1709 Dataow Overview

The transactional dataow with write access for the locally created data is structured as follows: ●

From the application, the write access addresses the according OData service, for example the service for the target group.

●

From the OData service, the write access references the according business object in the Business Object Processing Framework (BOPF), for example, the target group business object

●

From the BOPF, SQL procedures are addressed that actually write the (local) data into the database tables.

Data Flow The following schematic shows the diferent dataow structures as described above.

Finding Details About Content Objects You can nd the main content objects that are relevant for a specic part of the application in the according section of the business content documentation. OData Services For details about the OData services, use transaction Activate and Maintain Services (/iwfnd/maint_service). See the External Service Name(s) for information about the Easy Query from where a specic OData service was generated. Easy Queries For the details about a specic query denition, utilize the program Query Defnition (RSRQ_QUERYDEFINITION). You can also use the BEx Query Designer for the details about a specic query. In the query properties, you can nd the hash value identifying the transient InfoProvider on which the query is based. In addition, you can use the Easy Query Management (transaction EQMANAGER) to check whether an easy query is correctly generated. Transient InfoProvider


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For details about a specic transient InfoProvider use transaction Display TransientProvider Preview for Operational Data Provider (RSRTS_ODP_DIS). For the ODP Context, select Search and Operational Analytics. For the ODP Name enter the hash value as generated by the SAP HANA information model. BOPF Business Objects For an overview about all BOPF objects that are relevant for the transactional dataow of the application, see the SAP Business Objects in the Business Objects Builder (transaction BOB). SAP HANA Information Models For detailed information about a specic SAP HANA information model, use the Auto Documentation function in SAP HANA Studio. This function provides a PDF document for each model, including all elds of the model, and a list of models that are referenced. For more information about SAP HANA Studio, see the SAP HANA Developer Guide at http://help.sap.com SAP In-Memory Computing

SAP HANA Appliance

Development Information

SAP HANA Developer

Guide .

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3

CDS Views

Gives an overview over CDS Views in Marketing This chapter gives you a list of the pre-delivered CDS views, sorted by area. Contacts and Proles [page 9] CDS views for Contacts and Proles Campaign Success [page 19] CDS views for Campaigns Lead Management Analytics [page 26] CDS views for Lead Management Budget and Spend Analytics [page 39] CDS views that can be used to build reports.

3.1

Contacts and Proles

CDS views for Contacts and Proles Data Quality of Contacts [page 10] Gives an overview of the data quality of the facet data a nd best record of contacts. New and Validated Contacts [page 11] Show how many new contacts have been created an d how many contacts have been converted from a lower to a higher contact level, for a given time interval. Interactions per Interest [page 11] Give an overview of the interests in diferent interaction channels and communication media for a given time interval. Interactions per Digital Asset [page 12] Gives an overview of the digital assets involved in diferent interactions across diferent channels for a given time period. Proles per Channel - Last 3 Months [page 13] Gives an overview of how many contacts were active in t he diferent channels based on their interactions in the last 3 months. Contact Engagement Score - Last 3 Months [page 13] Gives an overview and shows the trend of the engagement score of a contact in the last 3 months. Contact Engagement Score [page 14] Shows the average engagement score for contacts Marketing Attributes of Contacts [page 15] Gives an analytical overview of all marketing attributes. Web Downloads, Last 3 Months [page 15]

Analytics and Reporting 1709 CDS Views

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Gives an overview of the web downloads for the last 3 months. Web Visits, Last 3 Months [page 16] Gives an overview of the web visits for the last 3 months. Interaction Sentiment per Interest - Last 7 Days [page 17] Display an overview of interaction sentiment by interest for the last 7 days. Predictive Quality Curve Query [page 18] Provides information about the predictive quality for Lorenz curves in predictive studio. Proles per Channel - Last 3 Months [page 18] Gives an overview of how many contacts were active in the diferent channels based on their interactions in the last 3 months.

3.1.1 Data Quality of Contacts Gives an overview of the data quality of the facet data and best record of contacts. Table 2: Technical Name

Business Role (PFCG)

●

C_MKT_CONTACTFACETDATAQ

●

C_MKT_CONTACTROOTQ

Target Groups, Campaigns, Contacts and Accounts SAP_CEI_TG_INI

Business Catalog

SAP_CEC_BC_MKT_DM_OP Contact and Proles

View type

Consumption

Area


Cube View

I_MKT_CONTACTROOTCUBE

Purpose This CDS view provides the prerequisites for answering the following business question: ●

Can I get an overview of the data quality gures at the level of facet data (data provided by each source system) and at the level of the best record, for example, the percentage of contacts for whom I have address data?

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3.1.2 New and Validated Contacts Show how many new contacts have been created and how many contacts have been converted from a lower to a higher contact level, for a given time interval. Table 3: Technical Name

C_MKT_NewAndCnvrtdCntctsQ C_MKT_NewAndCnvrtdCntctsQ2Q



Business Catalog


View type

Consumption

Area

Inbound Marketing

Cube View

I_MKT_NewAndConvertedContactsC

Purpose These CDS views provide the prerequisites for answering the following business question: ●

New and Validated Contacts (C_MKT_NewAndCnvrtdCntctsQ) How many new contacts have been created and how many contacts have been converted from a lower to a higher contact level, for a given time interval?

●

New and Validated Contacts, Last 3 Months (C_MKT_NewAndCnvrtdCntctsQ2Q) How many new contacts have been created and how many contacts have been converted from a lower to a higher contact level, for the last 3 monthsl?

3.1.3 Interactions per Interest Give an overview of the interests in diferent interaction channels and communication media for a given time interval. Table 4: Technical Name

C_MKT_InteractionIntrstQ C_MKT_InteractionIntrst2Q


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11



Business Catalog


View type

Consumption

Area

Inbound Marketing

Cube View

I_MKT_InteractionInterestCube

Purpose These CDS views provide the prerequisites for answering the following business question: ●

Interactions per Interest (C_MKT_InteractionIntrstQ) Can I get an overview of the interests in diferent interaction channels, in diferent communication media, for a certain time interval? Interactions per Interest, Last 3 Months (C_MKT_InteractionIntrst2Q) Can I get an overview of the interests in diferent interaction channels, in diferent communication media, for the last 3 months?

3.1.4 Interactions per Digital Asset Gives an overview of the digital assets involved in diferent interactions across diferent channels for a given time period. Table 5:

Technical Name

C_MKT_INTERACTNDIGITALASTQ


SAP_CEI_TG_INI

Marketing Expert Business Catalog

Marketing - Contacts and Proles SAP_CEC_BC_MKT_DM_OP

View type

Consumption

Area


Cube View

12

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I_MKT_INTERACTIONDIGITALASSETC



Can I get an overview of digital assets involved in diferent interactions across diferent channels, interaction types and communication media for a certain time interval.

3.1.5

Proles per

Channel - Last 3 Months

Gives an overview of how many contacts were active in the diferent channels based on their interactions in the last 3 months. Table 6: Technical Name

C_MKT_INTERACTIONCHNLAGGRQ


SAP_CEI_TG_INI


SAP_CEC_BC_MKT_DM_OP

Contacts and Proles Area

Marketing

SQL View

CMKTICHNLAQ

Cube view

I_MKT_INTERACTIONCHNLAGGRCUBE


Can I get an overview of the trends of the contact proles across diferent channels for example Top Channels in the last 3 months?

3.1.6 Contact Engagement Score - Last 3 Months Gives an overview and shows the trend of the engagement score of a contact in the last 3 months. Table 7: Technical Name


C_MKT_CONTACTENGMNTSCORE

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13


SAP_CEI_TG_INI



Contacts and Proles View type

Consumption

Area

Inbound Marketing: Prole Analytics

Cube View

I_MKT_SCRENGMTC


What is the average engagement score for all contacts over the last 3 months?

●

How has the engagement score changed over over the last 3 months?

●

What is the average engagement score for contacts in diferent countries and regions over the last 3 months?

3.1.7 Contact Engagement Score Shows the average engagement score for contacts Table 8: Technical Name

C_MKT_SCRENGMTQ


SAP_CEI_TG_INI




Consumption

Area

Inbound Marketing

SQL View

CMKT_SCRENGMTQ

Cube View

I_MKT_SCRENGMTC

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What is the average engagement score for all contacts?

●

How has the engagement score changed over time?

●

What is the average engagement score for contacts in diferent countries and regions?

3.1.8 Marketing Attributes of Contacts Gives an analytical overview of all marketing attributes. Table 9:

Technical Name

C_MKT_MKTATTRQ


SAP_CEI_TG_INI

Marketing Expert

Business Catalog



Consumption

Area


Cube View

I_MKT_MKTATTRC


Can I get an overview of all marketing attributes to determine, for instance, which marketing attribute is used most frequently?

3.1.9 Web Downloads, Last 3 Months Gives an overview of the web downloads for the last 3 months. Table 10: Technical Name


C_MKT_WebDownloadsQ

CUSTOMER

15


Marketing Executive Dashboard SAP_CEI_MED

Business Catalog

Marketing - Executive Dashboard SAP_CEC_BC_MKT_CMO_OP

View type

Consumption

Area

Inbound Marketing

Cube View

I_MKT_WebDownloadsCube


Can I get an overview of the web downloads for the last 3 months?

3.1.10 Web Visits, Last 3 Months Gives an overview of the web visits for the last 3 months. Table 11:

Technical Name Business Role (PFCG)

C_MKT_WebVisitsQ

Access to Marketing Executive Dashboard SAP_CEI_MED

Business Catalog

Marketing - Executive Dashboard SAP_CEC_BC_MKT_CMO_OP

View type

Consumption

Area

Inbound Marketing

Cube View

I_MKT_WebVisitsCube


16

Can I get an overview of the web visits for the last 3 months?

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3.1.11 Interaction Sentiment per Interest - Last 7 Days Display an overview of interaction sentiment by interest for the last 7 days. Table 12: Technical Name

C_MKT_INTERACTIONSNTMNTQ


Marketing Executive Dashboard SAP_CEI_MED and SAP_CEI_SCI

Business Catalog



Consumption

Area

Inbound Marketing

Cube View

I_MKT_INTERACTIONSENTIMENTCUBE

Purpose This CDS view provides the prerequisites for answering the following business questions: ●

What is the average sentiment for interactions that have occurred over the past 7 days?

●

How much does sentiment depend on other dimensions such as interaction channel or item of interest? Note

Only interactions with an interaction type that has been enabled for text analysis can be analyzed for sentiment.

Structure Measures and Dimensions The view contains the relevant measures and dimensions: ●

Measures: Average Sentiment, (number of) Interactions, Number of Contacts

●

Dimensions: Communication Medium, Interaction Channel, Interaction Contact, Interaction Type, Item of Interest, Sentiment, UTC Date

In this view the measure Interactions is selected by default. The default date range is 7 days.


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3.1.12 Predictive Quality Curve Query Provides information about the predictive quality for Lorenz curves in predictive studio. Table 13: Technical Name

C_MKT_PredictiveQuality


SAP_CEI_PBA


Marketing - Predictive Model Management SAP_CEC_BC_MKT_PBA_OP

View Type

Consumption

Area

Inbound Marketing

Cube View

I_MKT_PredictiveQuality

For more information about Lorenz curves, see .

3.1.13

Proles per



C_MKT_INTACTNCHNLAGGRGN2Q


SAP_CEI_TG_INI





Cube view



18

Can I get an overview of the top channels used by my contacts in the last 3 months?

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3.2

Campaign Success

CDS views for Campaigns Campaign Success for Messages [page 19] Shows the success for email and text message campaigns. Aggregated Campaign Success Email [page 22] Analyze the success of external email campaigns. Aggregated Campaign Success [page 22] Analyze the success of external campaigns. Aggregated Campaign Success by Tags [page 23] Analyze the success of external campaigns, ltering by campaign tag. Success for Display Ads Campaigns [page 24] Analyze and compare the success of display ads campaigns. Success for TV Campaigns [page 24] Analyze the success of TV campaigns. Success for Paid Social Campaigns [page 25] Analyze and compare the success of paid social campaigns. Success for Paid Search Campaigns [page 26] Analyze and compare the success data for paid search campaigns.

3.2.1 Campaign Success for Messages Shows the success for email and text message campaigns. Table 15: Technical Name

C_MKT_CampaignSuccessQ and

C_MKT_CAMPAIGNSUCCESS2Q


SAP_CEI_CAMPAIGNS

Campaigns Business Catalog

SAP_CEC_BC_MKT_CPM1_OP

Campaign Management View type

Consumption

Area

Outbound Marketing

Cube View

I_MKT_CampaignSuccessCube


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How well did my campaigns perform during the last 3 months?

●

How many messages were delivered, opened and clicked thru, and how many messages couldn't be delivered?

Key Performance Indicators (KPI) Available Table 16: KPI

Description

Number of Interactions

--

Number of Missing Marketing Permissions

Number of messages t hat are not sent , because t he recipient has not given the consent to get contacted.

Number of Limits Reached

Number of the limits reached, depending on what is selected. The limits are maintained in the Communication Categories and Limits app and in the Global Limits Rules app.

Number of Missing Communication Data

Number of recipients where the required contact data such as email address or cell phone number is missing.

Number of Sent Messages

Number of recipients where a message has been sent suc cessfully to the provider.

Number of Delivered Messages

Number of recipients where a message has been sent suc cessfully to the message provider minus the bounces.

Number of Delivered Email Messages

Number of recipients where a message has been sent suc cessfully to the message provider minus the bounces. (Redun dant with Number of Delivered Messages.)

Number of Bounces

Number of recipients where a hard or soft bounce came back after the message has been sent.

Number of Hard Bounces

Number of messages that can't be delivered because the re cipient's communication data was wrong.

Number of Soft Bounces

Number of recipients where a soft bounce came back, be cause, for example, the receiving server was unavailable or the mail box was full.

Number of Email Complaints

Number of messages that are classied as spam.

Number of Unopened Messages

Number of unopened messages.

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KPI

Description

Number of Opened Messages

Number of the opened messages. This is determined by a pixel-le in the message. In case the message has been opened this pixel will be loaded and the server registers the opening. With this indicator you can see for each contacted person whether and how often the message has been opened or not.

Number of Unique Opens

Number of messages opened once. If a recipient opens several times the same message these opens are counted only once.

Number of Total Clicks

Number of all happen clicks including all multiple clicks.

Number of Unique Clicks

Number of recipients who clicked a link. If a recipient clicks several times on the same link these clicks are counted only once.

Number of Any Clicks

Number of any clicks in a message. The contacted person clicked any link in a message.

Click To Open Rate

Percentage of the recipients who opened a message and clicked a link, based on delivered messages.

Unopened Message Rate

Percentage of unopened messages (number of contacts who got a message minus the unopened ones in percent) based on delivered messages.

Opened Message Rate

Percentage of opened messages based on delivered mes sages.

Unique Click Rate

Percentage of the unique clicks based on delivered messages.

Any Click Rate

Percentage of any clicks in a message based on delivered mes sages. The contacted person clicked any link in a message.

Bounce Rate

Percentage of undelivered messages based on sent messages.

Note ●

The basis for rates is always the ...

●

Opens and Bounces are referring only to emails.

For more information about the diferent types of campaign success data, see .


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3.2.2 Aggregated Campaign Success Email Analyze the success of external email campaigns. Table 17: Technical Name

C_MKT_AGGRGDCMPGNSUCCEMLQ


SAP_CEI_CAMPAIGNS




Consumption

Area

Outbound Marketing

Cube View

I_MKT_AggrgdCmpgnSuccessCube


Can I analyze and compare the success of email campaigns that have been executed outside SAP Hybris Marketing Cloud?

●

Can I check the number of messages, opened messages, bounces and so on with a drill-down by dimensions depending on the campaign, like program or status of the campaign, as well as dimensions allowing deeper insights in the success data, like age, gender or country of the addressed people or the link that was clicked?


3.2.3 Aggregated Campaign Success Analyze the success of external campaigns. Table 18: Technical Name

C_MKT_AggrgdCmpgnSuccessQ


SAP_CEI_CAMPAIGNS




22

CUSTOMER

Consumption


Area

Outbound Marketing

Cube View



Can I analyze and compare the success of campaigns that have been executed externally?

●

Can I drill down the success data by dimensions depending on the campaign, like program or status of the campaign, as well as by dimensions allowing a deeper drill-down in the success data, like age or gender of the reached people?


3.2.4 Aggregated Campaign Success by Tags Analyze the success of external campaigns, ltering by campaign tag. Table 19: Technical Name

C_MKT_AGGRCMPGNSUCCFORTAGQ

Business Catalog

SAP_CEC_BC_MKT_CPM1_OP Campaign Management


SAP_CEI_CAMPAIGNS Campaigns

View type

Consumption

Area

Outbound Marketing

Cube View

I_MKT_AggrgdCmpgnSuccssForTagC


Can I analyze and compare the aggregated success of campaigns that have a specic campaign tag?

●



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3.2.5 Success for Display Ads Campaigns Analyze and compare the success of display ads campaigns. Table 20: Technical Name

C_MKT_CMPGNSUCCDISPLAYADSQ


Campaigns SAP_CEI_CAMPAIGNS

Business Catalog



Consumption

Area

Outbound Marketing

Cube View



Can I analyze and compare the success of display ads campaigns with KPIs depending on the objective of the campaign?

●

Can I drill down the success data by dimensions depending on the campaign, like program or status of the campaign, as well as by dimensions allowing a deeper drill-down in the success data, like age or gender of the people who were reached?


3.2.6 Success for TV Campaigns Analyze the success of TV campaigns. Table 21: Technical Name

C_MKT_CMPGNSUCCESSTVQ


Marketing Expert SAP_CEI_CAMPAIGNS

24

CUSTOMER


Business Catalog

Marketing - Campaign Management SAP_CEC_BC_MKT_CPM1_OP

View type

Consumption

Area

Outbound Marketing

Cube View



Can I analyze and compare the success of TV campaigns?

●


For more information about the diferent diferent types types of campaign success data, see .

3.2.7 Success for for Paid Paid Social Campaigns Analyze and compare the success of paid social campaigns. Table 22: Technical Name

C_MKT_CMPGNSUCCPAIDSOCIALQ


Campaigns SAP_CEI_CAMPAIGNS

Business Catalog



Consumption

Area

Outbound Marketing

Cube View


Purpose This CDS view provides the prerequisites for answering the following business question:


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25

●

Can I analyze and compare the success of paid social campaigns with KPIs depending on the objective of the campaign?

●



3.2.8 Success for Paid Search Campaigns Analyze and compare the success data for paid search campaigns. Table 23: Technical Name

C_MKT_CMPGNSUCCPAIDSEARCHQ


SAP_CEI_CAMPAIGNS




Consumption

Area

Outbound Marketing

Cube View



Can I analyze and compare the success data for paid search campaigns, such as Google, Bing, or Yahoo campaigns?

●

Can I drill down the success data by dimensions depending on the campaign, like program or status of the campaign?


3.3

Lead Management Analytics

CDS views for Lead Management Lead Stages [page 27] Display lead stages

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Lead Stages for Lead Dashboard [page 28] Display lead stages in lead dashboard. Lead and Opportunity [page 30] Display lead and opportunity KPIs Lead and Opportunity for Lead Dashboard [page 32] Display lead and opportunity KPIs in lead dashboard. Items of Interest for Leads [page 35] Display interests for leads. Products of Leads and Opportunities [page 37] Display products for leads and opportunities.

3.3.1 Lead Stages Display lead stages Table 24: Technical Name

C_MKT_LeadStagesPerDayQ


SAP_CEI_LEAD_DASHBOARD

Lead Stages Business Catalog

SAP_CEC_BC_MKT_LEA_OP

Lead Management View Type

Consumption

Cube View

I_MKT_LeadStagesPerDayCube


How many contacts are in a certain stage, at each day, during a certain period? You dene dene the the lead stage assignment of contacts in the Lead Stages app. Stages app.

Structure Main Input Parameters The main input parameters are: ●

P_EndDate (End Date) Dat e) The default value for P_EndDate P_EndDate is is the current date.


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●

P_StartDate (Start Date) The default value for P_StartDate is specied as 10 days before the current date. P_StartDate is specied as

Measures and Dimensions The view contains all relevant measures and dimensions: Table 25: 25 : Measures Measure

Description

Number of Interaction Contacts

Number of contacts Number of interaction contacts

Number of Interaction Contacts for Today

Current contacts Number of interaction contacts as of today

Table 26: Dimensions Dimension

Description

Date

Calendar date UTC Date of the lead stage calculation

Lead Stage Number

Number of the lead stage

Stages Name

Name of the lead stage

In this view, Measures Measures are are preselected for columns. You can lter lter for for a certain date or stage. The system displays active stages only.

3.3.2 Lead Stages Stages for for Lead Dashboard Display lead stages in lead dashboard. Table 27: Technical Name

C_MKT_LeadStagesPerDayBocQ






Consumption

Cube View

I_MKT_LeadStagesPerDayCube

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CUSTOMER



How many contacts are in a certain stage, at each day, during a certain period? You dene the lead stage assignment of contacts in the Lead Stages app.

Structure Main Input Parameters The main input parameters are: ●

P_StartDate (Start Date) The default value for P_StartDate is set by the system to 10 days before the current date.

Measures and Dimensions The view contains all relevant measures and dimensions: Table 28: Measures Measure

Description

Number of Interaction Contacts

Number of contacts Number of interaction contacts

Number of Interaction Contacts for Today

Current contacts Number of interaction contacts as of today

Table 29: Dimensions Dimension

Description

Date

Calendar date UTC Date of the lead stage calculation

Lead Stage Number

Number of the lead stage

Stages Name

Name of the lead stage

In this view, Measures are preselected for columns. You can lter for a certain date or stage. The system displays active stages only.


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3.3.3 Lead and Opportunity Display lead and opportunity KPIs Table 30: Technical Name

C_MKT_LeadsOppsQ






Consumption

Cube View

I_MKT_LeadsOppsCube


How many leads are created by a marketing campaign?

●

How many opportunities are created?

●

What is the total amount of the opportunities?

Prerequisites You have access to marketing area(s).

Structure The system only selects interaction with interaction type MARKETING_LEAD and OPPORTUNITY .

Main Input Parameters The main input parameters are: ●

P_StartDate (Start Date) The default value for P_StartDate is specied as three months before the current date.

●

P_TargetCurrency (Currency) Select a currency to display amounts of the opportunities.

Measures and Dimensions The view contains all relevant measures and dimensions:

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Table 31: Measures Measure

Description

Amount in Selected Currency

Amount in Target Currency Overall opportunity amount converted to target currency as dened by the Input Parameter P_TargetCurrency .

Number of Leads, Number of Op portunities

Number of interactions of type Lead (MARKETING_LEAD ). Number of interactions of type Opportunity (OPPORTUNITY ).

Table 32: Dimensions Object

Dimension

Description

Interaction

Interaction Status

Interaction status that has been received from the external system (SAP Hybris Cloud for Customer) and converted to Marketing status.

Interaction Type

Interaction type, which is Lead (MARKETING_LEAD ), or Oppor tunity (OPPORTUNITY )

Origin of Contact

Identication of the Sales system where the source ID is com ing from, or created in.

Campaign

Campaign ID

For marketing-driven interactions, the ID of the campaign that is responsible for this interaction

Campaign Name

For marketing-driven interactions, the name of the campaign that is responsible for this interaction

Marketing Area

For marketing-driven interactions, the marketing area of the campaign that is responsible for this interaction

Process Type

For marketing-driven interactions, the process type of the campaign that is responsible for this interaction

Contact

Interaction Contact

Interaction contact, lead, or opportunity interaction has been created for. It can be a company, a contact person, or an indi vidual customer.

Customer Full Name

Concatenated full customer name

Source ID

ID of the lead, or opportunity in SAP Hybris Cloud for Customer

Campaign ID and name are preselected. To rene the report, you can add additional dimensions.


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3.3.4 Lead and Opportunity for Lead Dashboard Display lead and opportunity KPIs in lead dashboard. Table 33: Technical Name

C_MKT_LeadsOppsBocQ






Consumption

Cube View

I_MKT_LeadsOppsCube


How many leads are created by a marketing campaign?

●

How many opportunities are created?

●

What is the total amount of the opportunities?


Structure The system only selects interaction with interaction type MARKETING_LEAD and OPPORTUNITY .

Main Input Parameters The main input parameters are: ●

P_TargetCurrency (Currency) Select a currency to display amounts of the opportunities. The system provides a default value, that is, retrieved from tenant currency settings.

Measures and Dimensions The view contains all relevant measures and dimensions:

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Table 34: Measures Measure

Description

Avg. Lead Conv.

Average Lead Conversion Time (in Days) Number of whole days that have passed from lead creation to lead conversion, that is, lead status changed to Converted.

Lead Conversion Rate

Percentage of converted leads out of all leads.

New Acqu. Leads Rate

New Acquired Lead Rate Percentage of the new acquired lead interactions compared to the number of all lead in teractions. A lead interaction is considered to be a new acquired lead interaction in case it is the only interaction of type Lead for the interaction contact.

Amount in Targ Curr

Amount in Target Currency Overall opportunity amount converted to target currency as dened by the Input Parameter P_TargetCurrency .

Number of Leads

Number of interactions of type Lead (MARKETING_LEAD ).

No. of Opportunities

Number of interactions of type Opportunity (OPPORTUNITY ).

No. of Interactions

Number of interactions of type Lead or Opportunity.

New Acquired Leads

Number of New Acquired Leads If an interaction contact has exactly one interaction of type Lead (MARKETING_LEAD ), then such an interaction is considered to be a new acquired lead interaction. This KPI cal culates the sum of new acquired lead interactions.

Leads in Last 7 Days

Number of Leads created in the last 7 Days Number of lead interactions that have been created in the last 7 days, according to UTC date.

Table 35: Dimensions Object

Dimension

Description

Interaction

Calendar Date

UTC date that corresponds to the timestamp of interaction creation.

Calendar Month

Month of interaction creation

Calendar Quarter

Quarter of interaction creation

Calendar Year

Year of interaction creation

Created by Sales/Mkt

Identies whether an interaction is marketing-driven or salescreated.


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Object

Dimension

Description

Interaction Status

Interaction status that has been received from the external system (SAP Hybris Cloud for Customer) and converted to Marketing status.

Interaction Type

Interaction type, which is Lead (MARKETING_LEAD ), or Oppor tunity (OPPORTUNITY )

Campaign

Campaign ID

For marketing-driven interactions, the ID of the campaign that is responsible for this interaction

Campaign Name


Campaign Owner

For marketing-driven interactions, the owner of the campaign that is responsible for this interaction

Campaign Start Date

For marketing-driven interactions, the start date of the cam paign that is responsible for this interaction

Campaign End Date

For marketing-driven interactions, the end date of the cam paign that is responsible for this interaction

Campaign Version

For marketing-driven interactions, the version of the cam paign that is responsible for this interaction

Campaign Categor y ID

For marketing-driven interactions, the campaign category ID of the campaign that is responsible for this interaction

Campaign Category Name

For marketing-driven interactions, the campaign category name of the campaign that is responsible for this interaction

Camp-Life Cycle St.

For marketing-driven interactions, the lifecycle status of the campaign that is responsible for this interaction

Campaign Category

For marketing-driven interactions, the category of the cam paign that is responsible for this interaction

Execution Status

For marketing-driven interactions, the execution status of the campaign that is responsible for this interaction

Marketing Area

For marketing-driven interactions, the marketing area of the campaign that is responsible for this interaction

Marketing Program

For marketing-driven interactions, the marketing program of the campaign that is responsible for this interaction

Media Type

For marketing-driven interactions, the media type of the cam paign that is responsible for this interaction

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Object

Dimension

Description

Process Type

For marketing-driven interactions, the process type of the campaign that is responsible for this interaction

Program Name

For marketing-driven interactions, the program name of the campaign that is responsible for this interaction

Contact

Interaction Contact

Interaction contact, lead, or opportunity interaction has been created for. It can be a company, a contact person, or an indi vidual customer.

Country

Country of interaction contact

Industry

If the interaction contact is a Company this eld contains the industry of the company.

Company

If the interaction contact is a Contact Person this eld con tains the company the contact person is assigned to.

Company Name

If the interaction contact is a Company this eld contains the company name.

Campaign ID, and name are preselected. To rene the report, you can add additional dimensions. For more information about the diferent types of campaign success data, see .

3.3.5 Items of Interest for Leads Display interests for leads. Table 36: Technical Name

C_MKT_LeadInterestsQ






Consumption

Cube View

I_Mkt_LeadInterestsCube

Purpose This CDS view provides the prerequisites for answering the following business questions:


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35

●

Which interests are assigned to the campaign that triggered lead creation?


Structure The system only selects interaction with interaction type Marketing_Lead.

Measures and Dimensions The view contains all relevant measures and dimensions: Measures: Number of Leads Table 37: Dimensions Object

Dimension

Description

Item of Interest

Item of Interest

Item of interest associated with the cam paign. At the time of the lead creation, the associated items of interest of the campaign are read and replicated to the Sales system.

Note If you change the items of interest of the campaign after the lead has been replicated to the Sales system, then the KPIs in this view may show incor rect data.

Interaction

Calendar Date

UTC date of the timestamp of interaction creation

Campaign

Calendar Month


Calendar Quarter


Calendar Year


Campaign ID

Id of the campaign that created the lead interaction

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Object

Dimension

Description

Campaign Name

Name of the campaign that created the lead interaction

Contact

Interaction Contact

Interaction contact, lead, or opportunity interaction has been created for. It can be a company, a contact person, or an individual customer.

Country


Industry

If the interaction contact is a Company this eld contains the industry of the company.

Company Name

If the interaction contact is a Company this eld contains the company name.

3.3.6 Products of Leads and Opportunities Display products for leads and opportunities. Table 38: Technical Name

C_MKT_LeadOppProductsQ






Consumption

Cube View

I_Mkt_LeadOppsProductsCube


How many products are assigned to a lead or opportunity?

●

Which products are assigned to a lead or opportunity?


CUSTOMER

37


Structure The system only selects interaction with interaction type Marketing_Lead and Opportunity.

Measures and Dimensions The view contains all relevant measures and dimensions: Measures: Number of Interactions Table 39: Dimensions Object

Dimension

Description

Product

Product

Products associated with the lead or opportunity inter action

Interaction

Calendar Date

UTC date that corresponds to the timestamp of inter action creation.

Calendar Month


Calendar Quarter


Calendar Year


Interaction Type

Interaction type, which is Lead (MARKETING_LEAD ), or Opportunity (OPPORTUNITY )

Interaction Status

Interaction status that has been received from the ex ternal system (SAP Hybris Cloud for Customer) and converted to Marketing status.

Campaign

Campaign ID

For marketing-driven interactions, the ID of the cam paign that is responsible for this interaction

Campaign Name


Contact

Interaction Contact

Interaction contact, lead, or opportunity interaction has been created for. It can be a company, a contact person, or an individual customer.

Country

38

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Object

Dimension

Description

Industry

If the interaction contact is a Company this eld con tains the industry of the company.

Company Name

If the interaction contact is a Company this eld con tains the company name.

3.4

Budget and Spend Analytics

CDS views that can be used to build reports. Composite Views [page 39] This section contains information about composite views that are available. Consumption Views [page 41] This section contains information about consumption views that are available.

3.4.1 Composite Views This section contains info rmation about composite views that are available. Spend and Aggregated Campaign Success [page 39] Analyze and compare the aggregated success of campaigns to the spend data. Planned Budget and Actual Spend [page 40] Provides characteristics and measures to build consumption CDS views for top-down budget planning. Planned, Committed and Actual Spend [page 41] Perform detailed spend analysis for campaigns and compare the planned spend to the actual and committed spend on a monthly basis.

3.4.1.1

Spend and Aggregated Campaign Success

Analyze and compare the aggregated success of campaigns to the spend data. Table 40: Technical Name Business Role (PFCG)

I_MKT_AggrdCmpgnSpndSuccCube

SAP_CEI_CAMPAIGNS

Marketing Expert


CUSTOMER

39

Business Catalog

Marketing - Campaign Management SAP_CEC_BC_MKT_CPM1_OP

View Type

Composite

Area

Marketing Planning

Cube View


Purpose This CDS view provides the prerequisites for answering business questions about comparing campaign aggregated success to the spend information such as the following: ●

How much did we plan to spend on a campaign and how does it compare to the number of clicks we got?

●

How much did we actually spend on a campaign and how does it compare to number of views we got?

●

Can I analyze and compare the aggregated success of campaigns to the amount spent on them?

You can use this CDS view to build your custom query views.

3.4.1.2

Planned Budget and Actual Spend

Provides characteristics and measures to build consumption CDS views for top-down budget planning. Table 41: Technical Name

I_MKT_BdgtPlanCmtmtActualCube


SAP_CEI_AMP


Marketing Planning SAP_CEC_BC_MKT_PLG_OP

View Type

Composite

Area

Marketing Planning

Cube View


Purpose This CDS view provides the prerequisites for answering business questions about top-down budget planning, such as the following: ●

How much budget did we plan this year for diferent brands?

●

Are we overspending compared to our planned budget?

40

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●

How much budget did we plan this year for diferent media types?

●

How much budget did we plan this year for diferent markets?


3.4.1.3

Planned, Committed and Actual Spend

Perform detailed spend analysis for campaigns and compare the planned spend to the actual and committed spend on a monthly basis. Table 42: Technical Name

I_MKT_PlanCmtmtActlSpendCube


SAP_CEI_CAMPAIGNS and SAP_CEI_AMP


Marketing - Spend Management and Programs SAP_CEC_BC_MKT_SMP_OP Marketing Planning SAP_CEC_BC_MKT_PLG_OP

View Type

Consumption

Area

Marketing Planning

Cube View


Purpose This CDS view provides the prerequisites for answering business questions about campaign spend, such as the following: ●

How much money did we spend in January 2017 on agency costs for all campaigns with the media type Social?

●

How much money did we spend on production costs in the rst quarter of 2017?

●

What was the planned and actual spend for all campaigns between January 1, 2017 and May 1, 2017?


3.4.2 Consumption Views This section contains information about consumption views that are available. Spend and Aggregated Campaign Success [page 42] Analyze and compare the aggregated success of campaigns to the spend data.


CUSTOMER

41

Planned Budget and Actual Spend [page 42] Shows the planned budget, committed and actual spend by calendar year. Planned, Committed and Actual Spend [page 43] Perform detailed spend analysis for campaigns and compare the planned spend to the actual and committed spend on a monthly basis.

3.4.2.1

Spend and Aggregated Campaign Success

Analyze and compare the aggregated success of campaigns to the spend data. Table 43: Technical Name

C_MKT_AggrdCmpgnSpndSuccQ


SAP_CEI_CAMPAIGNS


Marketing - Campaign Managament SAP_CEC_BC_MKT_CPM1_OP

View Type

Consumption

Area

Marketing Planning

Cube View


Purpose This CDS view provides the prerequisites for answering business questions about comparing campaign aggregated success to the spend information such as the following: ●

How much did we plan to spend on a campaign and how does that compare to the number of clicks we got?

●

How much did we actually spend on a campaign how does that compare to number of views we got?

●

Can I analyze and compare the aggregated success of campaigns to the amount spend on them?


3.4.2.2

Planned Budget and Actual Spend

Shows the planned budget, committed and actual spend by calendar year. Table 44: Technical Name Business Role (PFCG)

C_MKT_BudgetCmtmtActualQ

SAP_CEI_AMP

Campaigns

42

CUSTOMER


Business Catalog

Marketing Planning SAP_CEC_BC_MKT_PLG_OP

View Type

Consumption

Area

Marketing Planning

Cube View


Purpose This CDS view provides the prerequisites for answering business questions about top-down budget planning related to markets, such as the following: ●

How much budget did we plan this year for diferent brands?

●

Are we overspending compared to our planned budget?

●

How much budget did we plan this year for diferent media types?

●

How much budget did we plan this year for diferent markets?

3.4.2.3

Planned, Committed and Actual Spend

Perform detailed spend analysis for campaigns and compare the planned spend to the actual and committed spend on a monthly basis. Table 45: Technical Name

C_MKT_PlanCmtmtActlSpendQ


SAP_CEI_CAMPAIGNS and SAP_CEI_AMP


Marketing - Spend Management and Programs SAP_CEC_BC_MKT_SMP_OP Marketing Planning SAP_CEC_BC_MKT_PLG_OP

View Type

Consumption

Area

Marketing Planning

Cube View



CUSTOMER

43

Table 46: Technical Name

C_MKT_PlanCmtmtActlSpendQ

Business Role

Marketing Manager

Business Catalog

Marketing Planning (SAP_CEC_BC_MKT_PLG_PC )

View Type

Consumption

Area

Marketing Planning

Cube View


Purpose This CDS view provides the prerequisites for answering business questions about campaign spend, such as the following: ●

How much money did we spend in January 2017 on agency costs for all campaigns with the media type Social?

●

How much money did we spend on production costs in the rst quarter of 2017?

●

What was the planned and actual spend for all campaigns between January 1, 2017 and May 1, 2017?

44

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4

Proles per



C_MKT_INTACTNCHNLAGGRGN2Q


SAP_CEI_TG_INI





Cube view



Can I get an overview of the top channels used by my contacts in the last 3 months?

Analytics and Reporting 1709 Proles per Channel - Last 3 Months

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45

5

Analytics Stories

Lists the analytical stories available in marketing. As a prerequisite for using these stories, your administrator must have set up the integration with SAP Analytics Cloud (SAC). For more information, see . Analytics Story: New and Converted Contacts [page 46] Shows an overview of new and converted contacts. Analytics Story: Campaign Success for Messages [page 46] Shows the campaign success for messages. Analytics Story: Channel Interest Mix [page 47] Shows interest distribution across channels. Analytics Story: Campaign Success for Digital Marketing [page 47] Analyses the success of paid social campaigns. Analytics Story: Lead Dashboard [page 47] Shows KPIs for leads, opportunities, lead stages, associated interests, and products. Analytics Story: Marketing Executive Dashboard [page 49] Shows the success of marketing investments. Analytics Story: Prole Analytics [page 49] Shows an overview over the channels used by the contacts to interact. Analytics Story: Sentiment Media Mix [page 49] Shows an overview of the sentiments in social media

5.1

Analytics Story: New and Converted Contacts

Shows an overview of new and converted contacts. Use this story to get a detailed overview of how many new contacts have been created, and how many contacts have been converted from a lower to a higher validation status during the last quarter. You can lter by country, age, gender, type of contacs and time interval.

5.2

Analytics Story: Campaign Success for Messages

Shows the campaign success for messages. This story gives you a detailed overview of the campaign success: ●

46

Relevant Overall Rates

CUSTOMER

Analytics and Reporting 1709 Analytics Stories

●

Email Campaign Success Over Time

●

Total Clicks by Email Link Description

●

Negative Numbers by Campaign Category

●

Open Rate vs. Opened Messages

5.3

Analytics Story: Channel Interest Mix

Shows interest distribution across channels. This story shows the distribution of interests across channels or communication media. It also visualizes the number of interactions raised for a given interest during the last quarter. ●

Overall distribution of interaction interests in percentage

●

Number of interaction interests by channel

●

Number of interaction interests by communication medium

●

Most popular interaction channels by interests and communication media

5.4

Analytics Story: Campaign Success for Digital Marketing

Analyses the success of paid social campaigns. Use this story to analyse the success of paid social campaigns with KPIs depending on the objective of the campaign with drill down by rough dimensions such as program, or deeper dimensions such as age or gender.

5.5

Analytics Story: Lead Dashboard

Shows KPIs for leads, opportunities, lead stages, associated interests, and products. This story provides information about the marketing-driven and sales-created leads and opportunities, items of interest associated with the marketing-driven leads, products associated with the leads and opportunities in the sales system, as well as lead stage history. The story provides diferent visualizations to allow comparison of the lead- and opportunity-related KPIs based on the diferent criteria, such as: ●

Marketing-driven versus sales-created

●

Country: To provide country based comparison

●

Campaign: To analyze campaign success with respect to the leads and opportunities

●

Calendar date: Lead or opportunity creation date, to allow trend analysis of leads and opportunities

●

Interaction Status: To compare current lead and opportunity statuses

●

Items of Interest: To analyze lead distribution over diferent items of interest


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47

●

Products: To analyze lead and opportunity distribution for diferent products

This analytic story is based on the following CDS views: ●

Lead Stages for Lead Dashboard [page 28]

●

Lead and Opportunity for Lead Dashboard [page 32]

●

Items of Interest for Leads [page 35]

●

Products of Leads and Opportunities [page 37]

Via these CDS views, you are provided with the following KPIs: ●

Number of Leads: All lead interactions

●

Number of Opportunities: All opportunity interactions

●

Number of Interactions: All lead and opportunity interactions

●

Amount in Target Currency: Target revenue associated with an opportunity converted to the target currency

●

Number in Last 7 Days: Number of lead interactions that were created in the last 7 days

●

New Acqu. Leads Rate: Rate of the new acquired leads compared to all lead interactions, in percent

●

Lead Conversion Rate: Rate of the converted leads relative to all lead interactions, in percent

●

Avg Lead Conv.: Average lead conversion time in days

●

Current Contacts: Current number of contacts in all lead stages

●

Number of Contacts: Number of contacts in a lead stage

The following table provides you with an overview of the models, data sources, and CDS views used in the story Lead Dashboard (SAP__CEC_MKT_LM_LEADSOPPS) Table 48: Models for Lead Dashboard Model

SAP__CEC_MKT_LM_LS_LEADSOPPS

Name

Model De scription

Marketing: Leads and Opportunities

SAP__CEC_MKT_LM_ SAP__CEC_MKT_L

SAP__CEC_MKT_L

LS_LEADINTS

M_LS_LEADOPP

M_LS_LEADSTG

PROD

BOC

Marketing: Lead Cam

Marketing: Products

Marketing: Lead

paign Interests

of Leads and Oppor

Stages

tunities Data Source CDS View

2CCMKT_LEADINTQ

2CCMKT_LEOPBOCQ

C_MKT_LEADSOPPS_BOCQ

Name Overview Cam

Page

paign De tails

2CCMKT_LEOPP

2CCMKT_LSTDAY

PRODQ

BOCQ

C_MKT_LEADINTER

C_MKT_LEADOPP

C_MKT_LEADSTA

ESTSQ

PRODUCTSQ

GESDAY_BOCQ

Products

Marketing Lead Fun

Lead De

Opportu Items of Interest

tails

nity De

nel

tails

You can adapt variables in the models via the dashboard. Choose Data {} , and select the model you want to adapt. You can add or remove optional variables: Calendar Date, and Campaign ID. Target Currency is mandatory. Note

Changes in a model have impact on all pages consuming the related model.

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5.6

Analytics Story: Marketing Executive Dashboard

Shows the success of marketing investments. A comprehensive set of Key Performance Indicators (KPIs) allows marketing executives to review the success of marketing investments, and provide a comprehensive overview of KPI attainment and marketing performance benchmarks.

5.7

Analytics Story:

Prole Analytics

Shows an overview over the channels used by the contacts to interact.

Use This story provides a good visual overview over the the channels used by the contacts to interact in the last 3 months and with a further drilldown per country.

Details ●

Top 5 channels used by contacts to interact in the last 3 months (indicated by the number of contacts)

●

Top channels used by contacts by country

●

KPIs: Average Active Engagement Score and Average Engagement Score

●

Trend analysis of the above KPIs per calendar week for the last 60 days

●

Trend analysis for the Active Engagement Score per calendar week by gender

5.8

Analytics Story: Sentiment Media Mix

Shows an overview of the sentiments in social media This story shows the average sentiments captured, for example, from the social media channels Facebook, Google +, or Twitter. ●

Most frequently used social media channel in a given time interval

●

Number of positive and negative sentiments mentioned per social media channel

●

Number of posts and active contacts in social media channels


CUSTOMER

49

6

Key Performance Indicators

The following queries focus on the requirements of business analytics used in the key performance indicator (KPI) tile report groups ( Advice and Alerts and Outliers) available in Customizing for SAP hybris Marketing under General Settings Tiles in the Home Workset Set up KPI Tiles . They are provided with the respective OData services, which allow for direct reporting. Note that the OData services are listed with the External Service Name.

Marketing Executive Dashboard SAP Hybris Marketing ofers the following KPI tiles for the measurement of marketing efectiveness: ●

●

●

●

●

50

Marketing-Generated Revenue in EUR The following content objects provide the business data: ○

Query: CUAN_CMO_REVENUE

○

InfoProvider: 2HLABTZPN1I25AUT9NW32RXGMLO

○

SAP HANA information model: sap.hana-app.cuan.mkteff/CA_CMO_REVENUE

Marketing-Generated Revenue of Top 3 Countries in EUR The following content objects provide the business data: ○

Query: CUAN_CMO_REVENUE_TOP3_COUNTRY

○

InfoProvider: 2HSYV4TZFSN56I7VHCX8KCKO65N

○

SAP HANA information model: sap.hana-app.cuan.mkteff/CA_CMO_REVENUE_TOP_COUNTRIES

Marketing-Generated Leads The following content objects provide the business data: ○

Query: CUAN_CMO_COUNTER_LEAD

○

InfoProvider: 2HSXTKB9SSENGDNWZKAD1KK1670

○

SAP HANA information model: sap.hana-app.cuan.mkteff/CA_CMO_LEADS

Marketing-Generated Sales Pipeline in EUR The following content objects provide the business data: ○

Query: CUAN_CMO_EXPOPP_REVENUE

○

InfoProvider: 2HNDRN1Z6TCA7HRAUUUWVY8I2F7

○

SAP HANA information model: sap.hana-app.cuan.mkteff/CA_CMO_OPPORTUNITIES

Marketing-Generated Opportunities The following content objects provide the business data: ○

Query: CUAN_CMO_COUNTER_OPP

○

InfoProvider: 2HNDRN1Z6TCA7HRAUUUWVY8I2F7

○

SAP HANA information model: sap.hana-app.cuan.mkteff/CA_CMO_OPPORTUNITIES

CUSTOMER

Analytics and Reporting 1709 Key Performance Indicators

Business Content Objects for Advice and Alerts ●

Top Cross-Selling Recommendations (CUAN_TOP_REC_GLBL) The query calculates top recommendations and returns recommended products per customer.

●

○

OData service: CUAN_ANA_TRG_SRV

○

InfoProvider: Q381TW0QULEY8N659G4G3TO6G

○

SAP HANA information models: sap.hana-app.cuan.ai/CA_AI_TOP_RECOMMENDATNS_GLOBAL

Unsatisfed Customers (CUAN_UNSAT_CUST) The query provides customers who were not satised according to imported survey data. ○

OData service: CUAN_ANA_USC_SRV

○

InfoProvider: K0HPHFC043QOIBBZX2SX4ZJBU

○

SAP HANA information models: sap.hana-app.cuan.ai/CA_SLS_UNSATISFIED_CUSTOMERS

For more information, see the application help at http://help.sap.com/mkt Marketing Worksets and Applications Value ●

Data Management

Application Help

Background Information

SAP hybris

Customer Lifetime

.

Customers with High Lifetime Value (CUAN_CUST_CLV) The query provides customers who have a customer lifetime value higher than 10,000 in the target currency (for example, euro).

●

○

OData service: CUAN_ANA_CLV_SRV

○

InfoProvider: GR51E6ICD3H0584JXVN07Z3EQ

○

SAP HANA information models: sap.hana-app.cuan.ai/CA_AI_CUSTOMER_HIGH_CLV

Customers with Critical Churn Rate (CUAN_CUST_CCR) The query provides customers who have a churn rate higher than 0.5. ○

OData service: CUAN_ANA_CCR_SRV

○

InfoProvider: UAEIMN7JN947QNH154KE9F7NW

○

SAP HANA information models: sap.hana-app.cuan.ai/CA_AI_CUSTOMER_CCR

Business Content Objects for Outliers ●

Customers with Pocket Margin Increase (CUANPMOUTLH01_Q001_V01) The query returns the customers in their sales organization with a signicant increase in pocket margin percentage of the current four weeks, in comparison to the pocket margin percentage of the previous four weeks. Outliers are customers with a variance of 10% or more.

●

○

OData service: CUANPMOUTLH01_Q001_EQ_SRV

○

InfoProvider: KLM0IBN62GMAP552HRUTAKVPV

○

SAP HANA information models: sap.hana-app.cuan.crpm/CA_CRPM_PM_OUTLIER_4_WEEKS_POS

Customers with Gross Margin Increase (CUANPMOUTLSMD_Q001_V01) The query returns the customers in their sales organization with a signicant increase in gross margin percentage of the current four weeks, in comparison to the gross margin percentage of the previous four weeks. Outliers are customers with a variance of 10% or more. ○

OData service: CUANPMOUTLSM1

○

InfoProvider: IAGDRJT5WY8YCFWOP51GX1QUG


CUSTOMER

51

○ ●

SAP HANA information models: sap.hana-app.cuan.crpm/CA_CRPM_PM_OUTLIER_4_WEEKS_P

Customers with Pocket Margin Decrease (CUANPMOUTLH02_Q001_V01) The query returns the customers in their sales organization with a signicant decrease in pocket margin percentage of the current four weeks, in comparison to the pocket margin percentage of the previous four weeks. Outliers are customers with a variance of 10% or more.

●

○


○

InfoProvider: IJ5QGI9SJ8BNC3JPS0RTG6Q0U

○

SAP HANA information models: sap.hana-app.cuan.crpm/CA_CRPM_PM_OUTLIER_4_WEEKS_NEG

Customers with Gross Margin Decrease (CUANPMOUTLSM1_Q001_V01) The query returns the customers in their sales organization with a signicant decrease in gross margin percentage of the current four weeks, in comparison to the gross margin percentage of the previous four weeks. Outliers are customers with a variance of 10% or more.

●

○

OData service: CUANPMOUTLSMD

○

InfoProvider: TRBMCYKFZI84YNGKNJNRMAKQG

○

SAP HANA information models: sap.hana-app.cuan.crpm/CA_CRPM_PM_OUTLIER_4_WEEKS_N

Product Groups with Revenue Increase (CUANREVOUTH01_Q001_V01) The query returns the product groups in the corresponding sales organization with a signicant increase in revenue of the current four weeks, in comparison to the revenue of the previous four weeks. Outliers are product groups with a variance of 10% or more.

●

○

OData service: CUANREVOUTH01_Q001_EQ_SRV

○

InfoProvider: U1DI500ZTP6C8G7PTJ0IBNGEE

○

SAP HANA information models: sap.hana-app.cuan.crpm/CA_CRPM_REV_OUTL_4_WEEKS_POS

Products with Revenue Increase (CUANREVOUTSMD_Q001_V01) The query returns the products in the corresponding sales organization with a signicant increase in revenue of the current four weeks, in comparison to the revenue of the previous four weeks. Outliers are products with a variance of 10% or more.

●

○

OData service: CUANREVOUTSM1

○

InfoProvider: GXD38CHH50IZ13D7T2QUF54HT

○

SAP HANA information models: sap.hana-app.cuan.crpm/CA_CRPM_REV_OUTL_4_WEEKS_P

Product Groups with Revenue Decrease (CUANREVOUTH02_Q001_V01) The query returns the product groups in the corresponding sales organization with a signicant decrease in revenue of the current four weeks, in comparison to the revenue of the previous four weeks. Outliers are product groups with a variance of 10% or more.

●

○

OData service: CUANREVOUTH02_Q001_EQ_SRV

○

InfoProvider: LON2ID8GDIN68ASZUKXS50FOP

○

SAP HANA information models: sap.hana-app.cuan.crpm/CA_CRPM_REV_OUTL_4_WEEKS_NEG

Products with Revenue Decrease (CUANREVOUTSM1_Q001_V01) ○

OData service: CUANREVOUTSMD

○

InfoProvider: HTRIFJJ1PMYMRDWPU5N02O5SD

○

SAP HANA information models: sap.hana-app.cuan.crpm/CA_CRPM_REV_OUTL_4_WEEKS_N

The query returns the products in the corresponding sales organization with a signicant decrease in revenue of the current four weeks, in comparison to the revenue of the previous four weeks. Outliers are products with a variance of 10% or more.

52

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Business Content Objects for Marketing Data Management The following query focuses on the requirements of business analytics used in the contact performance indicator of the Home workset in SAP hybris Marketing. This performance indicator part of the Marketing Data Management solution. ●

Contacts (CUAN_CONTACT_COUNT) The query provides the number of contacts with a valid validation status. ○

InfoProvider: LU9FZ0X6BK09GIIBTJC4F179A

○

SAP HANA information models: sap.hana-app.cuan.contact/AN_CONTACT_COUNT

Data Flow For detailed information about a specic SAP HANA information model, use the Auto Documentation function in SAP HANA Studio. This function provides a PDF document for each model, including all elds of the model, and a list of models that are referenced. For more information about SAP HANA Studio, see the SAP HANA Developer Guide at http://help.sap.com SAP In-Memory Computing

SAP HANA Appliance


SAP HANA Developer

Guide . Only the authorization object for sales organization is available. If you want to use a diferent characteristic, for example, sales group, you need to use the existing authorization object, query, OData service, and SAP HANA information model as a basis to create your own objects.


CUSTOMER

53

7

Marketing Efectiveness

The Marketing Executive Dashboard enables marketing executives to review the success of marketing investments. It is comprised of the most important Key Performance Indicators (KPIs) for marketing efectiveness. The following KPIs provide the SAP HANA information models sap.hana-app.cuan.mkteff.ext/ CA_D_CMO_KPI_VALUES and CA_D_CMO_KPI_VALUES_OVER_TIME: ●

Brand Awareness

●

Market Share

●

Net Promoter Score

●

Leads

●

Opportunities

●

Sales Forecast

●

Revenue

●

Return on Marketing Investment

●

Sales Pipeline

●

Converted Pipeline

●

Pipeline Acceleration

The following KPIs provide other SAP HANA information models: ●

Active Contacts The following content objects provide the business data: ○

●

Sentiment Media Mix The following content objects provide the business data: ○

●

SAP HANA information model: sap.hana-app.cuan.mkteff.ext/AN_CMO_WEB_VISITS

Web Downloads The following content objects provide the business data: ○

●

SAP HANA information model: sap.hana-app.cuan.mkteff.XSAPP.v/ CA_SE_INTERACTION_ANALYSIS

Web Visits The following content objects provide the business data: ○

●

SAP HANA information model: sap.hana-app.cuan.mkteff.XSAPP.v/ CA_CE_IC_CONTACT_ANALYSIS

SAP HANA information model: sap.hana-app.cuan.mkteff.ext/AN_CMO_WEB_DOWNLOADS

Planned Budget, Planned and Actual Spend The following content objects provide the business data: ○

SAP HANA information model: sap.hanaapp.cuan.pgm.v.analytic.CA_MKT_PLANNED_BUDGET_AND_COSTS_TEXT You must assign the sap.hana-app.cuan.pgm.roles::MarketingPlanningReporting role to users so that they can access the data for the KPIs.

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Analytics and Reporting 1709 Marketing Efectiveness

8

Margin Decomposition

The following queries focus on specic analytic requirements. They are provided with the respective OData services, which allow for direct reporting. Note that the OData services are listed with the External Service Name.

Business Content Objects ●

Margin Decomposition (CUANFMDH01_Q001_EQ) The query is used in Account details, in the Sales Analysis subworkset. It contains the key gures: Accrued Discounts; Amount; Cost of Goods Sold; Direct Costs; Gross Margin; Gross Revenue; Invoice Discounts; Invoices; Number of Customers; Number of Products; Pocket Margin; Revenue; Surcharges

●

○

OData service: CUANFMDH01_Q001_EQ_SRV

○

InfoProvider: 2HFB28ZHVEM0FAE31BW6W9C9B54

○

SAP HANA information model: sap.hana-app.cuan.common/CA_CVI_FMD

Margin Decomposition with Target Group (CUANFMDTGH01_Q001_EQ) The query is used in the Margin Decomposition subworkset, as it allows you to lter target groups. It contains the key gures: Accrued Discounts; Cost of Goods Sold; Direct Costs; Gross Margin; Gross Revenue; Invoice Discounts; Invoices; Pocket Margin; Revenue; Surcharges ○

OData service: CUANFMDTGH01_Q001_EQ_SRV

○

InfoProvider: 2HFG2S4T54RW1TWVDQ4XNK7E76H

○

SAP HANA information model: sap.hana-app.cuan.crpm / CA_CVI_FMD_WITH_TG

For more information, see the application help at http://help.sap.com/mkt language)

SAP hybris Marketing Worksets

Insight

Margin Decomposition

Application Help

(choose your

.

Data Flow For detailed information about a specic SAP HANA information model, use the Auto Documentation function in SAP HANA Studio. This function provides a PDF document for each model, including all elds of the model, and a list of models that are referenced. For more information about SAP HANA Studio, see the SAP HANA Developer Guide at http://help.sap.com SAP In-Memory Computing

SAP HANA Appliance


SAP HANA Developer

Guide .

Analytics and Reporting 1709 Margin Decomposition

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9

Analysis for Campaigns

Find out more about the available key performance indicators (KPI) and OData services for campaigns. The business data used for the general information of a campaign is provided by the following OData services and KPIs. These measures and dimensions are supporting you during the analysis of your campaigns to nd out whether they are ecient or not. With them you can, for example, nd out whether how many contacts are reached with an email campaign and how many contacts have clicked a specic link in the email.

ODATA Service CUAN_CAMPAIGN_BTD_SUCCSS_RPTG SAP HANA information model: sap.hana-app.cuan.initiative.internal/CA_C_CAMPAIGN_BTD_FLOW Table 49: Type

Name

Label

Description

Dimension

ID

---

Dimension

TotaledProperties

Dimension

CampaignMarketingAreaID

Campaign Marketing Area ID

--

Dimension

CampaignID

Campaign ID

--

Dimension

CampaignName

Campaign Name

--

Dimension

CampaignVersionID

Campaign Version ID

--

Dimension

TargetGroupMemberCount

Number of Members

--

Dimension

CampaignProcessType

Campaign Process Type

--

Dimension

CampaignType

Campaign Type

--

Dimension

CampaignCRMID

Campaign CRM ID

--

Dimension

CampaignDescription

Campaign Description

--

Dimension

CampaignPriority

Campaign Priority

--

Dimension

CampaignOwnerUserID

Campaign Owner ID

--

Dimension

CampaignOwnerName

Campaign Owner Name

--

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Analytics and Reporting 1709 Analysis for Campaigns

Type

Name

Label

Description

Dimension

CampaignProgramName

Campaign Program Name

--

Dimension

CampaignProgramUUID

Campaign Program UUID

--

Dimension

CampaignLifeCycleStatus

Campaign Life Cycle Status

--

Dimension

CampaignStartDate

Campaign Start Date

--

Dimension

CampaignEndDate

Campaign End Date

--

Dimension

TargetGroupID

Target Group ID

--

Dimension

TargetGroupName

Target Group Name

--

Dimension

ActivityID

Activity ID

--

Dimension

ActivityProcessType

Activity Business Transaction

--

Type Dimension

ActivityInteractionType

Activity Interaction Type

--

Dimension

ActivityCategory

Activity Category (Communi

--

cation Type) Dimension

ActivityPriority

Activity Priority

--

Dimension

ActivityDirection

Direction of an Activity

--

Dimension

ActivityReason

Activity Reason

--

Dimension

ActivityStatusOpen

Activity is Still Open

--

Dimension

ActivityStatus

Activity Status

--

Dimension

ActivityStatusSchema

Activity Status Scheme

--

Dimension

ActivityStartDate

Activity Start Date

--

Dimension

ActivityEndDate

Activity End Date

--

Dimension

LeadID

Lead ID

--

Dimension

LeadQualificationLevel

Lead Qualication Level

--

Dimension

LeadSource

Lead Source

--

Dimension

LeadStatusOpen

Lead is still open

--

Dimension

LeadStatus

Lead Status

--

Dimension

LeadStatusSchema

Lead Status Schema

--


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Type

Name

Label

Description

Dimension

OpportunityID

Opportunity ID

--

Dimension

OpportunityName

Opportunity Name

--

Dimension

OpportunitySource

Opportunity Source

--

Dimension

OpportunityForecastRele

Opportunity Forecast Rele

--

vance

vance

Dimension

OpportunityStatusOpen

Opportunity is still open

--

Dimension

OpportunityStatus

Opportunity Status

--

Dimension

OpportunityStatusSchema

Opportunity Status Schema

--

Dimension

OpportunityStartDate

Opportunity Start Date

--

Dimension

OpportunityCloseDate

Opportunity Close Date

--

Dimension

OpportunityProbability

Success Probability for Op

--

portunity Dimension

DateTimeSAP

Date Time in SAP System

--

Dimension

Year

Year

--

Dimension

Quarter

Quarter

--

Dimension

CalendarQuarter

Calendar Quarter

--

Dimension

Month

Month

--

Dimension

CalendarMonth

Calendar Month

--

Dimension

Week

Week

--

Dimension

CalendarWeek

Calendar Week

--

Day

Day

--

Dimension Measure

NoOfCampaigns

Number of Campaigns

--

Measure

NoOfCampaigns_F

Number of Campaigns (For

--

matted) Measure

NoOfMembersWoCommData

Number of Members w/o

--

Communication Data Measure

NoOfMembersWoCommData_F


--

Communication Data (For matted)

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Type Measure

Name

Label

Description

NoOfMembersWoMktgPrmssn


--

Marketing Permission Measure

NoOfMembersWoMktgPrmssn


_F

Marketing Permission (For

--

matted) Measure

NoOfTasks

Number of Tasks

--

Measure

NoOfTasks_F

Number of Tasks (Formatted)

--

Measure

NoOfOpenTasks

Number of Open Tasks

--

Measure

NoOfOpenTasks_F

Number of Open Tasks (For

--

matted) Measure

NoOfClosedTasks

Number of Closed Tasks

--

Measure

NoOfClosedTasks_F

Number of Closed Tasks (For

--

matted) Measure

NoOfPhoneCalls and

Number of Phone Calls

--

Number of Open Phone Calls

This KPI is not supported for

NoOfPhoneCalls_F

Measure

NoOfOpenPhoneCalls and

C4C Phone Calls. It is part of

NoOfOpenPhoneCalls_F

Number of In-Process Phone Calls Measure

NoOfInProcessPhoneCalls

Number of In Process Phone

and

Calls

--

NoOfInProcessPhoneCalls _F

Measure

NoOfClosedPhoneCalls

Number of Closed Phone

Number of all outbound

and

Calls

phone calls with communica tion medium PHONE or

NoOfClosedPhoneCalls_F

BUSINESS_DOCUMENT that

are closed. Measure

NoOfFailedPhoneCalls

Number of Failed Phone Calls

--

--

and NoOfFailedPhoneCalls_F

Measure

NoOfLeads

Number of Leads

Measure

NoOfLeads_F

Number of Leads (Formatted) --


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Type Measure

Name

Label

Description

NoOfOpenLeads and

Number of Open Leads

This KPI is not supported for C4C Leads. It is part of Num

NoOfOpenLeads_F

ber of In-Process Leads Measure

NoOfRejectedLeads and

Number of Rejected Leads

--

Number of In-Process Leads

Number of all leads that are

NoOfRejectedLeads_F

Measure

NoOfInProcessPhoneCalls

and

accepted, qualied, or open.

NoOfInProcessPhoneCalls _F

Measure

NoOfClosedLeads

Number of Closed Leads

--

Measure

NoOfClosedLeads_F

Number of Closed Leads (For

--

matted) Measure

NoOfQualifiedLeads

Number of Qualied Leads

--

Measure

NoOfQualifiedLeads_F

Number of Qualied Leads

--

(Formatted) Measure

NoOfOpportunities

Number of Opportunities

--

Measure

NoOfOpportunities_F

Number of Opportunities

--

(Formatted) Measure

NoOfOpenOpportunities

Number of Open Opportuni


and

ties

C4C Opportunities. It is part of

NoOfOpenOpportunities_F

Number of In-Process Op portunities

Measure

NoOfInProcessOpportunit

Number of In-Process Oppor

ies and

tunities

--

NoOfInProcessOpportunit ies_F

Measure

NoOfClosedOpportunities

Number of Closed Opportuni

--

ties Measure

Measure

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NoOfClosedOpportunities

Number of Closed Opportuni

--

_F

ties (Formatte

NoOfUnsuccessfulOpportu

Number of Unsuccessful Op

It is the sum of Number of

nities and

portunities

Stopped Opportunities and

NoOfUnsuccessfulOpportu

Number of Lost Opportuni

nities_F

ties.


Type Measure

Name

Label

Description

NoOfStoppedOpportunitie

Number of Stopped Opportu


s and

nities


NoOfStoppedOpportunitie

Number of Unsuccessful Op

s_F

portunities

NoOfLostOpportunities

Number of Lost Opportunities


and


NoOfLostOpportunities_F

Number of Unsuccessful Op portunities

Measure

Measure

Measure

AverageOpportunityProba

Average Success Probability

--

bility

for Opportun

AverageOpportunityProba

Average Success Probability

bility_F

for Opportun

ExpectedRevenue and

Expected Opportunity Volume Sum of the opportunities that

--

have the status In Process.

ExpectedRevenue_F

Measure

NoOfDataUnits

Number of Data Units

--

Measure

NoOfDataUnits_F

Number of Data Units (For

--

matted)

ODATA Service CUAN_CAMPAIGN_METRICS SAP HANA information model: sap.hana-app.cuan.initiative.internal/CA_C_CAMPAIGN_METRICS Table 50: Type

Name

Label

Dimension

ID

---

Dimension

TotaledProperties

Dimension

InteractionCommunicatio

Interaction Communication

nMedium

Medium

InteractionCommunicatio

Interaction Communication

nMedium_T

Medium

Dimension

Description

--

--

Dimension

InteractionReason

Interaction Reason

--

Dimension

InteractionReason_T

Interaction Reason

--

Dimension

InteractionType

Interaction Type

--


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Type

Name

Label

Description

Dimension

InteractionType_T

Interaction Type

--

Dimension

InteractionDateTime

Interaction Date Time

--

Dimension

InteractionDate

Interaction Date

--

Dimension

InteractionDay

Interaction Day

--

Dimension

InteractionWeek

Interaction Week

--

Dimension

InteractionMonth

Interaction Month

--

Dimension

InteractionQuarter

Interaction Quarter

--

Dimension

InteractionYear

Interaction Year

--

Dimension

InteractionCalendarMont

Interaction Calendar Month

--

Interaction Calendar Quarter

--

h

Dimension

InteractionCalendarQuar ter

Dimension

InteractionCalendarWeek

Interaction Calendar Week

--

Dimension

CampaignContentExecutio

Campaign Content Execution

--

nOrder

Order



nStatus

Status



nStatus_T

Status

Dimension

Dimension

--

--

Dimension

CampaignContentId

Campaign Content ID

--

Dimension

CampaignContentName

Campaign Content Name

--

Dimension

CampaignContentDescript

Campaign Content Descrip

--

ion

tion

Dimension

CampaignContentUrl

Campaign Content URL

--

Dimension

CampaignContentLinkText

Campaign Content Link Text

--

Dimension

CampaignContentSenderEm

Campaign Content Sender

--

ail

Email

CampaignContentSenderNa

Campaign Content Sender

me

Name

Dimension

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--


Type Dimension

Name

Label

Description

CampaignContentSenderPr

Campaign Content Sending

--

ofile

Prole

Dimension

CampaignId

Campaign ID

--

Dimension

CampaignDescription

Campaign Description

--

Dimension

CampaignName

Campaign Name

--

Dimension

CampaignStartDate

Campaign Start Date

--

Dimension

CampaignEndDate

Campaign End Date

--

Dimension

CampaignType

Campaign Type

--

Dimension

CampaignType_T

Campaign Type

--

Dimension

CampaignProcessType


--

Dimension

CampaignProcessType_T


--

Dimension



--

Dimension



--

_T

Dimension

CampaignPriority

Campaign Priority

--

Dimension

CampaignPriority_T

Campaign Priority

--

Dimension

CampaignOwnerUserName

Campaign Owner User Name

--

Dimension

CampaignOwnerName

Campaign Owner Name

--

Dimension

CampaignProgramName

Campaign Program Name

--

Dimension

CampaignMarketingAreaId

Campaign Marketing Area ID

--

Dimension

CampaignMarketingAreaDe

Campaign Marketing Area De

--

scription

scription

Dimension

CampaignVersion

Campaign Version

--

Dimension

CampaignVersionName

Campaign Version Name

--

Dimension

CrmCampaignId

CRM Campaign ID

--

Dimension

TargetGroupId

Target Group ID

--

Dimension

TargetGroupName

Target Group Name

--


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63

Type

Name

Label

Description

Dimension

ContactName

Contact Name

--

Dimension

ContactCountry

Contact Country

--

Dimension

ContactCountry_T

Contact Country

--

Dimension

ContactRegion

Contact Region

--

Dimension

ContactRegion_T

Contact Region

--

Dimension

ContactCity

Contact City

--

Dimension

ContactPostalCode

Contact Postal Code

--

Dimension

ContactEmail

Contact E-Mail Address

--

Dimension

ContactMobileNumber

Contact Mobile Number

--

Dimension

ContactMaritalStatus

Contact Marital Status

--

Dimension

ContactMaritalStatus_T

Contact Marital Status

--

Dimension

ContactSex

Contact Sex

--

Dimension

ContactSex_T

Contact Sex

--

Dimension

ContactDepartment

Contact Department

--

Dimension

ContactDepartment_T

Contact Department

--

Dimension

ContactFunction

Contact Function

--

Dimension

ContactFunction_T

Contact Function

--

Dimension

CompanyName

Company Name

--

Measure

NoOfInteractions

Number of Interactions

--

Measure

NoOfInteractions_F

Number of Interactions (For

--

matted) Measure

NoOfMissingMarketingPer

Number of Missing Marketing

Number of emails that are not

missions

Permissions

sent out, because the recipi

NoOfMissingMarketingPer

Number of Missing Marketing

missions_F

Permissions

NoOfMissingCommunicatio

Number of Missing Communi

Number of recipients where

nData

cation Data

the email address or cell

ent has not given the consent Measure

Measure

to get contacted by email.

phone number is missing in the contact data.

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Type Measure

Measure

Name

Label

Description

NoOfMissingCommunicatio

Number of Missing Communi

nData_F

cation Data (Formatted)

NoOfCommunicationLimits

Number of Communication

Number of attempted con

Reached

Limits Reached

tactings for each contact and for each attempt the counter increases by 1 counter. Counts for each contact the attempted contactings. The limits are taken into account maintained in the Communication Categories and Limits app and in the Global Limits Rules app.

Measure

NoOfSentMessages


Measure

NoOfSentMessages_F


Number of members in the used target group.

(Formatted) Measure

NoOfDeliveredMessages

Number of Delivered Mes

Number of recipients where

sages

an email has been sent suc cessfully to the email provider

Measure

NoOfDeliveredMessages_F

Number of Delivered Mes

minus the bounces.

sages (Formatted) Measure

NoOfBounces

Number of Bounces

Number of recipients where a

Measure

NoOfBounces_F

Number of Bounces (Format

back after the email has been

ted)

sent out. Number of emails that can't

hard or soft bounce came

Measure

NoOfHardBounces


Measure

NoOfHardBounces_F


be delivered because the email address was wrong.

(Formatted) Measure

NoOfSoftBounces

Number of Soft Bounces

Number of recipients where a soft bounce came back, be

Measure

NoOfSoftBounces_F

Number of Soft Bounces (For cause, for example, the re matted) ceiving server was unavailable or the mail box was full.

Measure

NoOfUnopenedMessages

Number of Unopened Mes

Number of unopened emails.

sages

This is determined by a pixelle in the email. In case the email has been opened this pixel will be loaded and the server registers the opening.


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65

Type Measure

Name

Label

Description

NoOfUnopenedMessages_F

Number of Unopened Mes

With this indicator you can

sages (Formatted)

see for each contacted person whether the email has been opened or not.

Measure

NoOfOpenedMessages


Measure

NoOfOpenedMessages_F


Number of the opened emails that is counted by the loaded pixel-les.

(Formatted) Measure

NoOfTotalClicks

Number of Total Clicks

Measure

NoOfTotalClicks_F

Number of Total Clicks (For

Number of all happen clicks including all multiple clicks.

matted) Measure

NoOfUniqueClicks

Number of Unique Clicks

Measure

NoOfUniqueClicks_F

Number of Unique Clicks (For

Number of recipients who clicked a link.

matted) Measure

RateOfBounces

Bounce Rate

Measure

RateOfBounces_F

Bounce Rate (Formatted)

Measure

RateOfUnopenedMessages

Rate of Unopened Messages

Percentage of undelivered emails.

Percentage of unopened emails (number of contacts

Measure

RateOfUnopenedMessages_

Rate of Unopened Messages

who got an email minus the

F

(Formatted)

unopened ones in percent) Percentage of opened emails.

Measure

RateOfOpenedMessages

Rate of Opened Messages

Measure

RateOfOpenedMessages_F

Rate of Opened Messages

For more information, see above.

(Formatted) Measure

RateOfUniqueClicks

Unique Click Rate

Measure

RateOfUniqueClicks_F

Unique Click Rate (Format

Percentage of the unique clicks.

ted) Measure

RateOfClicksToOpenedMes

Click To Open Rate

Percentage of the recipients who opened an email and

sages

clicked a link. Measure

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RateOfClicksToOpenedMes

Click To Open Rate (Format

sages_F

ted)


10

Segmentation

Find out more about SAP HANA views used in Segmentation. For more information on how you can use copies of the standard SAP HANA views for Segmentation and adapt them to your requirements, see in the extensibility guide. For more information about SAP HANA Studio, see the SAP HANA Developer Guide at http://help.sap.com SAP In-Memory Computing

SAP HANA Appliance


SAP HANA Developer

Guide .

Analytics and Reporting 1709 Segmentation

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67

11

Predictive Scenarios

The following business content is available for predictive scenarios:

11.1

Overview of Predictive Demo Scenarios

See the following overview for the implementation methods, and segmentation proles you can use with the diferent scenarios. Table 51: Predictive Scenarios Demo Buying Propensity Banking (SP03)

Implementation Methods ●

SAP InfniteInsight (SP03)

●

nu-Support-Vector-Machine (SVM)

Note

R (SP05)

For more information about how to

●

Logistic Regression (PAL) (SP03)

create predictive models using the

Segmentation Proles Demo Banking Segmentation attributes: ●

Buying Propensity (SP03)

●

Cancellation Propensity (SP04) Calculated using the decision tree

scenario as a template, see SAP Note

algorithm of PAL C4.5

2483779 ●

Customer Banking Score (SP05) Calculated using HRF

Demo Cancellation Propensity Banking (SP04)

Decision Tree PAL C4.5 (SP04) As of SP05, the Decision Tree facet can

As of SP05, the prole is shipped with demo business data (7.628 customers).

be used to visualize the results.

Note For more information about how to create predictive models using the scenario as a template, see SAP Note 2483779

.

Demo Banking HRF Score (SP05) The demo scenario includes an accord

SAP HANA rules framework (HRF) (SP05)

ing HRF vocabulary.

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Analytics and Reporting 1709 Predictive Scenarios

Predictive Scenarios Demo Insurance (SP05)

Note

Implementation Methods ●

SAP InfniteInsight (SP03)

●

Decision Tree PAL C4.5 (SP04)

●


Segmentation Proles Demo Insurance (SP05) Segmentation attribute: Cancellation Propensity

For more information about how to create predictive models using the scenario as a template, see SAP Note 2483951

.

Buying Propensity (SP01)


CRM Business Partner: Buying Propensity SP01) Segmentation attribute: Buying Propensity

11.2

Buying Propensity Scenario

The business data used for the predictive scenario Buying Propensity is provided by a set of standard SAP HANA information models, and SQLscript procedures.

Predictive Data Source The predictive data source is addressed by the script-based calculation view sap.hanaapp.cuan.cpred.datafoundation.CA_CPRED_CRM_DS_PROD_AFFIN_2.

The calculation view provides the business data for the training set. Predictive models are created based on a training set. It contains the data that describes the actual customer behavior, which is used to detect patterns and trends that allow to predict future behavior.

Training of Predictive Models The cross-validation and training of predictive models is based on a set of SQLscript procedures: ●

sap.hana-app.cuan.cpred.internal.PR_CPRED_PROD_AFFINITY_LOGR_TRAIN

This SQLscript procedure serves as a generic shell, and calls the SQLScript procedure PR_CPRED_PROD_AFFINITY_LOGR_TRAIN_SUB. ●

sap.hana-app.cuan.cpred.internal.PR_CPRED_PROD_AFFINITY_LOGR_TRAIN_SUB

This SQLscript procedure supports the cross-validation, and the training of predictive models: ○

It refers to the calculation view CA_CPRED_CRM_DS_PROD_AFFIN_2, which provides the business data for the training set.


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69

○ ●

It contains the list of elds as provided by the data source.

sap.hana-app.cuan.cpred.internal.PR_CPRED_PROD_AFFINITY_LOGR_TRAIN_L

This SQLscript procedure is used to call the SAP HANA Predictive Analysis Library (PAL), which provides the statistical method(s) to be used for the predictive calculation. ●

sap.hana-app.cuan.cpred.internal.PR_CPRED_PROD_AFFINITY_LOGR_TRAIN_WEIGHTS

This SQLscript procedure is used to calculate the weights of the predictor variables.

Execution of Predictive Models The model execution is based on two calculation views, and two SQLscript procedures: ●

sap.hana-app.cuan.cpred.internal.CA_CPRED_PROD_AFFINITY_SCR2

This script-based calculation view is designed to hold the customer scoring. The calculation view calls the SQLScript procedure PR_CPRED_PROD_AFFINITY_LOGR_EXEC2, which calculates the scoring. ●

sap.hana-app.cuan.cpred.CA_CPRED_PROD_AFFINITY

This graphical calculation view serves as a generic shell to provide the results of the model execution to the consuming application. It refers to the script-based calculation view CA_CPRED_PROD_AFFINITY_SCR2, which holds the scoring results. ●

sap.hana-app.cuan.cpred.internal.PR_CPRED_PROD_AFFINITY_LOGR_EXEC2

This SQLscript procedure is used to calculate the scoring of customers. ●

sap.hana-app.cuan.cpred.internal.PR_CPRED_PROD_AFFINITY_LOGR_EXEC_L

This SQLscript procedure is used to call the PAL. Data Flow For detailed information about a specic SAP HANA information model, use the Auto Documentation function in SAP HANA Studio. This function provides a PDF document for each model, including all elds of the model, and a list of models that are referenced. For more information about SAP HANA Studio, see the SAP HANA Developer Guide at http://help.sap.com SAP In-Memory Computing

SAP HANA Appliance


SAP HANA Developer

Guide .

11.3

Demo Scenario CRM Loyalty Score

The heuristic demo scenario CRM loyalty score is based on SAP HANA rules framework (HRF). The demo scenario, which is delivered with SAP Hybris Marketing, includes a HRF vocabulary that enables you to create predictive models based on the business data dened for the demo scenario. You can use the demo vocabulary as a template to create custom vocabularies. Note that you create a HRF vocabulary as SAP HANA content in SAP HANA studio. In addition to the HRF vocabulary, a set of calculation views is required to enable applications, such as Segmentation to access the HRF based scoring results.

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Prerequisites You have installed the SAP HANA rules framework (HRF). For more information about how to install HRF, see the section Marketing

Scoring Based on HANA Rules Framework (HRF)

at http://help.sap.com/mkt

Optional Confguration Settings for SAP Hybris in the Installation Guide for SAP Hybris Marketing

Installation and Upgrade Information

.

Business Content The following business content is available as SAP HANA content for the demo scenario: ●

Demo scenario vocabulary: system-local.sap.hana-app.cuan.cpred.hrf::SAP_Demo_CRM_Loyalty.

●

Demo calculation views (enabling applications to access the scoring results): ○

system-local.sap.hana-app.cuan.cpred.demo.loyalty.internal/ CA_CPRED_LOYALTY_CRM_SCR

○

system-local.sap.hana-app.cuan.cpred.demo.loyalty/CA_CPRED_LOYALTY_CRM

More Information ●

For more information about how to activate the demo scenario CRM loyalty score, and how to dene a predictive model t based on the according HRF vocabulary, see SAP Note 2042181, and the Application Help for SAP Hybris Marketing on the Help Portal at http://help.sap.com/mkt Applications

●

SAP Hybris Marketing

Predictive Studio

For more information about how to set up a heuristic predictive scenario based on HRF, see the Extensibility Guide for SAP Hybris Marketing on the Help Portal at http://help.sap.com/mkt Deployment Information.

●

under Confguration and

For more information about how to create a HRF vocabulary, see the SAP HANA Rules Framework Development & Implementation Guide, section

Resources of SAP HANA Rules Framework

the SAP Support Portal at http://service.sap.com/instguides Rules Framework 1.0


SAP In-Memory Computing

Vocabulary

on

SAP HANA

.

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12

Recommendation

Use SAP Hybris Marketing Recommendation is shipped with standard delivery algorithms that are pre-congured with standard delivery data sources. The data sources are congured as SAP HANA views. You can modify the standard delivery data source settings in Customizing for SAP Hybris Marketing under

Recommendation

Data Source

Defnition . Data Sources Recommendation provides the following standard delivery data sources: ●

SAP Hybris Marketing Product ( CEI_CUAN_PRODUCT) This data source uses the SAP HANA view sap.hana-app.cuan.common.internal/ CA_D_CUAN_PRODUCT_ROOT which returns SAP Hybris Marketing products stored in database table CUAND_PROD_ROOT. SAP Hybris Marketing uses a 16 digit GUID as a product identier. The sap.hanaapp.cuan.common.internal/CA_D_CUAN_PRODUCT_ROOT view returns the following:

●

○

Product GUID

○

Product name

○

Product description

○

A product image

SAP Hybris Marketing Product Category ( CEI_CUAN_PRODUCT_CAT) This data source uses the SAP HANA view sap.hana-app.cuan.common.internal/ CA_D_PRODCAT_CATEGORY_ID_CLF which returns the SAP Hybris Marketing product categories stored in

database table CUAND_PROD_CATEG. ●

SAP Hybris Marketing Interactions ( CEI_IA_IC) This data source uses the SAP HANA view sap.hana-app.prodreco.internal/CA_INTERACTIONS which joins the following SAP Hybris Marketing database tables: ○

○

The interaction information is captured and stored in: ○

CUAND_CE_IA_RT

○

CUAND_CE_IA_PROD

Store contact information is stored in CUAND_CE_IC_ROOT

This view returns the following:

●

○

The consumer who performed the interaction

○

The product the interaction was performed on

○

The model type that provided the product the interaction was performed on

SAP Hybris Marketing IC Consumer ( CEI_IC_CONSUMER) This data source uses the SAP HANA view sap.hana-app.cuan.contact/CA_D_INTERACTION_CONTACT which returns the SAP Hybris Marketing consumer information stored in database table CUAND_CE_IC_ROOT.

●

SAP ERP Customer ( ERP_KUNNR) This data source uses the SAP HANA view sap.hana-app.prodreco.internal/CA_ERP_CUSTOMER which returns the SAP ERP customer information stored in database table KNA1.

●

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SAP ERP Material Group ( ERP_MATKL)

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Analytics and Reporting 1709 Recommendation

This data source uses the SAP HANA view sap.hana-app.prodreco.internal/ AT_MATERIALGR_DESC_CF which returns the following:

●

○

SAP ERP material groups This information is stored in database table T023.

○

SAP ERP material descriptions This information is stored in database table T023T.

SAP ERP Material ( ERP_MATNR) This data source uses the SAP HANA view sap.hana-app.prodreco.internal/ AT_MATERIALGR_DESC_CF which returns the following:

●

○

SAP ERP materials This information is stored in database table MARA.

○

SAP ERP material descriptions This information is stored in database table MAKT.

○

SAP ERP product hierarchies of the materials This information is stored in database table T179T.

○

SAP ERP material groups that the material belongs to This information is stored in database table T023T.

SAP ERP Material Product Hierarchy ( ERP_PRDHA) This data source uses the SAP HANA view sap.hana-app.prodreco.internal/AT_PROD_HIERARCHY_CF which returns the following:

●

○

SAP ERP product hierarchies This information is stored in database table T179.

○

SAP ERP product hierarchy descriptions This information is stored in database table T179T.

SAP ERP Sales Document Items ( ERP_SDITEM) This data source uses the SAP HANA view sap.hana-app.prodreco.internal/ CA_ERP_SD_IC_CONSUMER_CUAN_PROD that joins the following: ○

SAP ERP sales document header table VBAK and SAP Hybris Marketing Interaction contact table CUAND_CE_IC_ROOT.

This retrieves the SAP Hybris Marketing Interaction contact on the SAP ERP sales document. ○

SAP ERP sales document item table VBAP and SAP Hybris Marketing product facet table This retrieves the SAP Hybris Marketing product representation of the SAP ERP items in the sales documents.

This view returns the following:

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○

SAP ERP sales document ID

○

SAP ERP sales document type

○

SAP ERP sales document date

○

SAP ERP sales document requested delivery date

○

SAP ERP customer number

○

SAP ERP material number

○

SAP ERP material group

○

SAP ERP product hierarchy

○

SAP Hybris Marketing Interaction contact

○

SAP Hybris Marketing product key

SAP ERP Sales Document Item Material Group ( ERP_SDITEM_MATKL)


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This data source uses the SAP HANA view sap.hana-app.prodreco.internal/ CA_ERP_SD_IC_CONSUMER_CUAN_PROD. Refer to data source SAP ERP Sales Document Items

(ERP_SDITEM) for detailed information. ●

SAP ERP Sales Document Item Product Hierarchy ( ERP_SDITEM_PROD_HIER) This data source uses the SAP HANA view sap.hana-app.prodreco.internal/ CA_ERP_SD_IC_CONSUMER_CUAN_PROD and returns the SAP ERP customer information stored in database

table KNA1. Refer to data source SAP ERP Sales Document Items ( ERP_SDITEM) for detailed information. Reusable Views Recommendation provides the following reusable views: ●

Recommendation Analytics Info cube (sap.hana-app.prodreco.internal/CA_C_RECO_ANALYTICS) The view returns the relations of the click through interactions of the recommendation scenarios and the sales order interactions on the same product and same contact. It also returns the corresponding product details (i.e. product name, product description) and product category details (i.e. product category name, product category description).

●

Recommendation Analytics Report (sap.hana-app.prodreco.internal/CA_RECO_ANALYTICS) The view returns the following KPIs: ○

RECO_COUNT: The total number of impressions for the scenario since it was activated.

○

CLICK_THROUGH_COUNT : The total number of click-throughs for the scenario since it was activated.

○

CLICK_THROUGH_RATE: The proportion (percentage) of recommended items that are clicked on by

customers. The KPI is calculated by dividing the CLICK_THROUGH_COUNT by the RECO_COUNT. ○

CONVERT_COUNT: The total number of conversions for the scenario since it was activated.

○

CONVERT_RATE: The proportion (percentage) of recommended items that are purchased by users. The

KPI is calculated by dividing the CONVERT_COUNT by the CLICK_THROUGH_COUNT. ●

Ofer Interaction Report (sap.hana-app.cuan.offer.external/CA_OFFER_IA_REPORT) The view contains the following KPIs ○

NumberOfOffers: This KPI represents the number of ofers shown in, for example, a connected web

shop. ○

ClickThroughRateInPercent : This KPI represents the rate of ofers clicked in, for example, a

connected web shop. ○

NumOfClickedOffers: This KPI represents the number of ofers clicked in, for example, a connected

web shop. ○

NumOfDisplayedOffers : This KPI represents the number of ofers displayed in, for example, a

connected web shop. The following are examples of how these KPIs can be ltered: ○

the position where the ofer has been placed.

○

the assigned communication medium.

○

the assigned media type.

○

the used language.

○

the interaction type.

○

whether it is a recommendation scenario or not.

The view can be consumed in tools such as SAP Lumira to create reports. For detailed information about a specic SAP HANA information model, use the Auto Documentation function in SAP HANA Studio. This function provides a PDF document for each model, including all elds of the model, and a list of models that are referenced.

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13

Planning

Use In SAP Hybris Marketing, a series of additional SAP HANA views is prepared for enhanced business reporting on budget planning and marketing spend management data. The following reusable views are delivered: ●

Program and campaign data including proposed and planned spend, commitments, and actual spend (sap.hana-app.cuan.pgm.v.analytic/CA_MKT_PROGRAM)

●

Budget data including planned and allocated budget (sap.hana-app.cuan.bpln.v.analytic/ CA_MKT_PLNG_BUDGET)

The following query view is delivered as an example of a view that can be consumed in tools such as SAP Lumira to create reports: ●

Planned and allocated budget, actuals, and commitments assigned to programs and campaig ns (sap.hanaapp.cuan.pgm.v.analytic/CA_MKT_PLNG_BUDGET_ACTUAL_AND_COMMIT )

You must assign the sap.hana-app.cuan.pgm.roles::MarketingPlanningAnalytics role to users so that they can access the data returned by these views. Note

The query view is delivered as a template and is not intended for productive use. You can use the query view as a model to build your own query views that consume the reusable views. For more information, see the Setting up Budget Planning section in the installation guide for SAP Hybris Marketing on SAP Help Portal at http://help.sap.com/mkt

Installation and Upgrade Information

.

For detailed information about a specic SAP HANA information model, use the Auto Documentation function in SAP HANA Studio. This function provides a PDF document for each model, including all elds of the model, and a list of models that are referenced. For more information about SAP HANA Studio, see the SAP HANA Developer Guide at http://help.sap.com SAP In-Memory Computing

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SAP HANA Developer

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Analytics and Reporting 1709 Planning

14

Relationship Analysis – Presales

The business data for the Relationship Analysis – Presales subworkset is provided by the following content objects: ●

Query: CUAN_CRMRELANAMY_Q001

●

InfoProvider: 2HH7DXN6ZXHE8Y21S2NLQOC7FHA

●

SAP HANA information model: sap.hana-app.cuan.common.crm/CA_CRM_RELANA_MYDATA

Data Flow The above objects provide the business data according to the analytical dataow used in SAP hybris Marketing. For more information, see the section Dataow Overview. Note that the above listed SAP HANA information models reference a series of subordinate models, each contributing to the provision of the business data required for the Relationship Analysis.

Analytics and Reporting 1709 Relationship Analysis – Presales

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15

Relationship Analysis – Sales

The accounts-related business data for the Relationship Analysis – Sales subworkset is provided by diferent sets of business content objects. Each set is focused on a specic shape of the relevant data.


●

●

●

Without target group integration The following objects provide the data excluding target groups: ○

OData service: CUAN_REL_ANALYSIS_SRV

○

SAP HANA information model: sap.hana-app.cuan.ai / CA_AI_RELATIONSHIP_MONITOR

With target group integration The following objects provide the data including target groups created in the application: ○


○

SAP HANA information model: sap.hana-app.cuan.ai / CA_AI_RELATIONSHIP_MONITOR_TG

Excluding sales data The following objects provide the data excluding sales data: ○


○

SAP HANA information model: sap.hana-app.cuan.ai / CA_AI_RELATIONSHIP_MONITOR_WO_SLS

With target group integration and excluding sales data The following objects provide the data including target groups, and excluding sales data:

●

○


○

SAP HANA information model: sap.hana-app.cuan.ai / CA_AI_RELATIONSHIP_MONITOR_TG_WO_SLS

With target group integration and authorization The following objects provide the data including target groups: ○

Query: Relationship Analysis Easy Query 1 (CUAN_RELANALYSIS_Q001). The query provides the data depending on the user’s general authorization.

○

OData service: CUAN_RELANALYSIS_Q001_SRV

○

Query: Relationship Analysis Easy Query 2 (CUAN_RELANALYSIS_Q002). The query provides the data depending on the user’s general authorization and my-customer assignments.

○

OData service: CUAN_RELANALYSIS_Q002_SRV

○

InfoProvider for both queries: 2HRX91WUIG5TNKUFBH1ACCLT9K8

○

SAP HANA information model for both queries: sap.hana-app.cuan.ai / CA_AI_RELATIONSHIP_MONITOR_WITH_TG

For more information about authorization, see the Application Help at http://help.sap.com/mkt Application Help

SAP hybris Marketing User Management

.

Data Flow The above objects provide the business data according to the analytical dataow used in SAP hybris Marketing. For more information, see the section Dataow Overview.

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Analytics and Reporting 1709 Relationship Analysis – Sales

Note that the above listed SAP HANA information models reference a series of subordinate models, each contributing to the provision of the business data required for the Relationship Analysis. For detailed information about a specic SAP HANA information model, use the Auto Documentation function in SAP HANA Studio. This function provides a PDF document for each model, including all elds of the model, and a list of models that are referenced. For more information about SAP HANA Studio, see the SAP HANA Developer Guide at http://help.sap.com SAP In-Memory Computing

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16

Pocket Margin Reporting

The following business content is modeled for reporting on pocket margin increase and decrease. The list of objects includes the OData services, which allow for direct reporting. Note that the OData services are listed with the external service name. The queries are comprehensive, providing all attributes of a business purpose.


Pocket Margin Outliers (Positive) (CUANPMOUTLH01_Q001_V01) The query returns the customers in their sales organization with a signicant increase in pocket margin % of the current 4 weeks, in comparison to the pocket margin % of the previous 4 weeks. Outliers are customers with a variance of 10% or more. Contains the key gures: Change Pocket Margin in %; Current Pocket Margin; Current Pocket Margin in %; Current Revenue; Previous Pocket Margin; Previous Pocket Margin in %; Previous Revenue

●

○


○

InfoProvider: 2HKLM0IBN62GMAP552HRUTAKVPV

○

SAP HANA information model: sap.hana-app.cuan.crpm / CA_CRPM_PM_OUTLIER_4_WEEKS_POS

Pocket Margin Outliers (Negative) (CUANPMOUTLH02_Q001_V01) The query returns the customers in their sales organization with a signicant decrease in pocket margin % of the current 4 weeks, in comparison to the pocket margin % of the previous 4 weeks. Outliers are customers with a variance of 10% or more. Contains the key gures: Change Pocket Margin in %; Current Pocket Margin; Current Pocket Margin in %; Current Revenue; Previous Pocket Margin; Previous Pocket Margin in %; Previous Revenue ○


○

InfoProvider: 2HIJ5QGI9SJ8BNC3JPS0RTG6Q0U

○

SAP HANA information model: sap.hana-app.cuan.crpm / CA_CRPM_PM_OUTLIER_4_WEEKS_NEG

Data Flow Only the authorization object for sales organization is available. If you want to use a diferent characteristic, for example, sales group, you need to use the existing authorization object, query, OData service, and SAP HANA information model as a basis to create your own objects. For detailed information about a specic SAP HANA information model, use the Auto Documentation function in SAP HANA Studio. This function provides a PDF document for each model, including all elds of the model, and a list of models that are referenced. For more information about SAP HANA Studio, see the SAP HANA Developer Guide at http://help.sap.com SAP In-Memory Computing

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17

Sales Reporting

Use In SAP Hybris Marketing, a series of additional queries is prepared for enhanced business reporting. Two groups of queries are available: ● ●

Comprehensive queries providing all attributes of a business object, such as sales contracts (max. queries). Specic queries already tailored for a specic business focus, such as open sales contracts in current year.

Comprehensive Queries The comprehensive queries listed below are provided for the custom design of reports based on the full set of attributes. Typically, SAP BusinessObjects applications, such as WebIntelligence, are based on such queries. For more information about how to integrate SAP BusinessObjects reports in SAP Hybris Marketing, see the Extensibility Guide. CRM Business Data The following queries are available based on CRM business data as provided by the according SAP HANA information models (identied by the hierarchy path and the technical name): ●

●

●

●

●

●

CRM Activities (Max) (CUANCRMACTB01_Q001) ○

InfoProvider: 2HSF36GD7RMTQXWTWUV5VKX8A2S

○

SAP HANA information model: sap.hana-app.cuan.ai.crm/CA_AI_CRM_ACTIVITY

CRM Campaigns (Max) (CUANCRMCAMB01_Q001) ○

InfoProvider: 2HSP5LUO35QQJSQ56KERRCOAI7T

○

SAP HANA information model: sap.hana-app.cuan.ai.crm/CA_AI_CRM_CAMPAIGNS

CRM Sales Contracts (Max) (CUANCRMCONB01_Q001) ○

InfoProvider: 2HFZIHYV2NJET1NYJN40628A6HM

○

SAP HANA information model: sap.hana-app.cuan.ai.crm/CA_AI_CRM_SLS_CONTRACT

CRM Leads (Max) (CUANCRMLEAB01_Q001) ○

InfoProvider: 2HSS36IYO7X8G1WRHP1G5854NWT

○

SAP HANA information model: sap.hana-app.cuan.ai.crm/CA_AI_CRM_LEAD

CRM Opportunities (Max) (CUANCRMOPPB01_Q001) ○

InfoProvider: 2HR0K359V8NVI80E2DU7IVLM6Q1

○

SAP HANA information model: sap.hana-app.cuan.ai.crm/CA_AI_CRM_OPPORTUNITY_HEADER

CRM Sales Quotations (CUANCRMQUOB01_Q001) ○

InfoProvider: 2HGNHEWXWGUA8PK88YTLJHUZO79

○

SAP HANA information model: sap.hana-app.cuan.ai.crm/CA_AI_CRM_SLS_QUOT

ERP Business Data The following queries are available based on ERP business data as provided by the according SAP HANA information models: ●

Sales Contracts (Max) (CUANSLSCONB01_Q002)

Analytics and Reporting 1709 Sales Reporting

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●

●

●

○

InfoProvider: 2HFY5YFWJNQR9EU9D4U0VNLNYDV

○

SAP HANA information model: sap.hana-app.cuan.common/CA_SALES_CONTRACT

Sales Orders (Max) (CUANSLSORDB01_Q002) ○

InfoProvider: 2HOVIARBW0RAY0CKGZ6TX8T8Z64

○

SAP HANA information model: sap.hana-app.cuan.common/CA_SLS_ORDER

Sales Quotations (Max) (CUANSLSQUOB01_Q002) ○

InfoProvider: 2HLEBBND4Y6E16UIZW7LPEEZN3X

○

SAP HANA information model: sap.hana-app.cuan.common/CA_SALES_QUOTATION

ABC Classifcation (Max) (CUANCUSABCB01_Q003) ○

InfoProvider: 2HFP52QNTXYV46U5B275ZQ8GI9C

○

SAP HANA information model: sap.hana-app.cuan.ai/CA_AI_CUSTOMER_TREND_ABC_EXT

Customer Lifetime Value and Churn Rate The following query provides a full set of attributes for reports including customer lifetime value gures or churn rate: ●

Customer Lifetime Value and Churn Rate (CUANCLVCHURB01_Q001) ○

InfoProvider: 2HPI2OQ02LS1P5OBD972TMPLLR6

○

SAP HANA information model: sap.hana-app.cuan.ai/CA_AI_CUSTOMER_CLV_EXT

Specic Queries The following queries focus on specic analytic requirements. They are provided with the respective OData services, which allow for direct reporting. Note that the OData services are listed with the External Service Name. ●

Fast Climbers (CUANCUSABCB01_Q001) Provides the 5 best customers of class B, and the 5 best customers of class C.

●

○

OData service: CUANCUSABCB01_Q001_SRV

○


○


Descending Customers (CUANCUSABCB01_Q002) Provides the 10 lowest rated customers of class A.

●

○

OData service: CUANCUSABCB01_Q002_SRV

○


○


Sales Contracts (CUANSLSCONB01_Q001) Provides all open (status not completed) sales contracts of the current year.

●

○

OData service: CUANSLSCONB01_Q001_SRV

○

InfoProvider: 2HFY5YFWJNQR9EU9D4U0VNLNYDV

○

SAP HANA information model: sap.hana-app.cuan.common/CA_SALES_CONTRACT

Quotations (CUANSLSQUOB01_Q001) Provides all open (status not completed) sales quotations of the current year.

●

○

OData service: CUANSLSQUOB01_Q001_SRV

○

InfoProvider: 2HLEBBND4Y6E16UIZW7LPEEZN3X

○

SAP HANA information model: sap.hana-app.cuan.common/CA_SALES_QUOTATION

Customer Lifetime Value per Customer Segment (CUANCUSTLVH03_Q001) ○

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OData service: CUANCUSTLVH03_Q001_SRV

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●

○

InfoProvider: 2HG95BIPCZ1G5RP2CMVEGOEN7ED

○

SAP HANA information model: sap.hana-app.cuan.ai/CA_AI_CUSTOMER_CLV_EXT

Sales Orders of the last 4 Years (CUANSLSORDB01_Q001) Provides all open (status not completed) sales orders of the last 4 years. ○

OData service: CUANSLSORDB01_Q001_SRV

○

InfoProvider: 2HOVIARBW0RAY0CKGZ6TX8T8Z64

○

SAP HANA information model: sap.hana-app.cuan.common/CA_SLS_ORDER

More Information For detailed information about a specic SAP HANA information model, use the Auto Documentation function in SAP HANA Studio. This function provides a PDF document for each model, including all elds of the model, and a list of models that are referenced. For more information about SAP HANA Studio, see the SAP HANA Developer Guide at http://help.sap.com SAP In-Memory Computing

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Important Disclaimers and Legal Information

Coding Samples Any software coding and/or code lines / strings ("Code") included in this documentation are only examples and are not intended to be used in a productive system environment. The Code is only intended to better explain and visualize the syntax and phrasing rules of certain coding. SAP does not warrant the correctness and completeness of the Code given herein, and SAP shall not be liable for errors or damages caused by the usage of the Code, unless damages were caused by SAP intentionally or by SAP's gross negligence.

Accessibility The information contained in the SAP documentation represents SAP's current view of accessibility criteria as of the date of publication; it is in no way intended to be a binding guideline on how to ensure accessibility of software products. SAP in particular disclaims any liability in relation to this document. This disclaimer, however, does not apply in cases of willful misconduct or gross negligence of SAP. Furthermore, this document does not result in any direct or indirect contractual obligations of SAP.

Gender-Neutral Language As far as possible, SAP documentation is gender neutral. Depending on the context, the reader is addressed directly with "you", or a gender-neutral noun (such as "sales person" or "working days") is used. If when referring to members of both sexes, however, the third-person singular cannot be avoided or a gender-neutral noun does not exist, SAP reserves the right to use the masculine form of the noun and pronoun. This is to ensure that the documentation remains comprehensible.

Internet Hyperlinks The SAP documentation may contain hyperlinks to the Internet. These hyperlinks are intended to serve as a hint about where to nd related information. SAP does not warrant the availability and correctness of this related information or the ability of this information to serve a particular purpose. SAP shall not be liable for any damages caused by the use of related information unless damages have been caused by SAP's gross negligence or willful misconduct. All links are categorized for transparency (see: http://help.sap.com/disclaime r).

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