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SAP > SAP MArketing v2 > Flashcards

SAP MArketing v2 Flashcards

SAP Marketing Certification preparation

1
Q

Explain the data model and how to enhance the data model

A

Data Model:
Interaction
Interaction Contact
Product/Product Category

Extensibility of Model
Interaction Contact: Standard, Marketing Attributes, Custom BO

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2
Q

Outline the options for extensibility

A

Custom Fields
Custom Logic
Data Source Extensions

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3
Q

Explain the concept of Best Record

A

One record on basis of multiple sources of data
Features:
Merging Logic
Two step Merging Process
One Per Contact/Multi ID
Shareable/Unique ID
Shareable ID + Name - Soft Match criterion

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4
Q

Explain the concept of Sentiment engagement

A

Sentiment Engagement allows you to filter, analyze, and process data that has been harvested from internal or external channels

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5
Q

Predictive Studio capabilities

A 
Scenario (data), Model (Fit), Training
Features:
Marketing Area 
Pre-calculation of Scores
Success measurement - feedback from Campaign
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6
Q

Score Builder capabilities

A 
Rule sets
Applicability of Rule set (parameters + time frame)
Preview for Target Group
During creation define:
Marketing Area (ex: subsidiary)
Segmentation profile
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7
Q

Explain the technical foundation of segmentation

A

Segmentation Model
Contains at least one Segment
Based on Segmentation Profile (base data source)
Building block - reusable Segment structure
Segmentation Object (data sources)
Segmentation Profile - is a filter of SO

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8
Q

The core features of Segmentation modelling

A

Creation: New, Edit + Save As, Building Block as a template
Operations: Merge, Intersect, Subtract, Key Upload, Random Split, Reduce Number
Target Group Creation from Segment

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9
Q

Compare the types of target groups

A 
Target group = set of customers, suspects or contact persons, categorized according to selected criteria 
Types of target groups:
	• Static
		○ Update members manually 
		○ TGs outside of Segmentation
	• Dynamic 
		○ Update members as per segmentation rule if an update is requested
		○ Export
		○ Execution of campaigns, Automatic trigger of snapshots
	• Live
		○ No persistence of members
		○ Members derived on the fly

If the static target group has the status In Preparation, you can add and remove members manually. If the target group was created from Segmentation and if you have not made manual changes to the members yet, you can change the target group category to dynamic.

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10
Q

Explain the concept of campaign categories and their actions

A

Campaign categories - (periodic or not) - is a defined set of actions. Campaign categories are not campaign templates.

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11
Q

The possibilities of creating personalized campaign content

A 
Content Studio:
Emails, Email confirmations and templates
Mobile Push-Notifications
LINE-Messages
Landing Pages
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12
Q

The options available for executing campaigns

A 
Application Monitor Campaign Execution
Trigger Based/Target Group Based 
or
Immediate/on
One time/Recurring
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13
Q

Marketing permissions, suppression rules and marketing areas

A

Permissions: Import, filter in Segmentation, final checks in Campaign execution (1st check)
Communication category limits (2nd check)
Suppression BAdi (3rd check, define next allowed communication date per contact)
Marketing Area (logic like Company code in ERP) may have their own permissions, if campaign is executed for that area, the permissions of that area are checked

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14
Q

Workflow available for BO

A

Campaign
Target Group
Marketing Plan
Program

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15
Q

Explain the option for anonymizing contact information

A

Interaction is stored without contact information

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16
Q

Marketing permission settings

A

Wether explicit permission is nesesary
Control wether contact can be addressed until opt-out is given

Definition by country + communication medium

Inbound (to store or not to store data): No restriction/Anonymously/Discarded
Outbound (communication allowed or not): Type of consent = explicit/implicit

17
Q

The marketing objects lifecycle management

A

Marketing application Jobs
First job: Flag the data for deletion -> Data Archived
Second Job: Delete Flagged Data

18
Q

The concept of user and role management

A 
User
Business Role (read/write access restrictions)
Business Catalog (available Tiles)
=Catalog Role (displayed Catalog Groups)
Catalog Group (displayed Tiles)
19
Q

Explain the concepts when integrating SAP Marketing Cloud with other solutions like Cloud for Customer, SAP Commerce Cloud etc

A

SAP Cloud Platform Integration

To Commerce Cloud via Data HUB

API using Web-Service Technology: OData, SOAP (XML). NOT RFC nor SLT, nor Direct Data Base connections

20
Q

Know how to monitor integration errors

A

Import Monitor

Data Load Monitor (?)

21
Q

CRM Integration

A 
Inbound
Business Partners:
-Contacts/Accounts/Individual Accounts
Business Documents:
-Leads/Opportunities/Activities of type Planned Call, Appointment, and Task (marketing-driven tasks only)
Custom fields
Marketing Permissions
Outbound
Business Partners
Business Documents:
-Leads/Activities of type Planned Call, Appointment, and Task
Custom Fields
22
Q

SAP Cloud for Customer Integration

A 
Inbound
Business Partners:
-Contacts/Accounts/Individual Customers
Business Documents:
-Leads including product items/Opportunities including product items, and product categories/Activities of type Phone Call, Appointment, Task, and Visit
Marketing Attributes
Marketing Permissions
Custom fields
Outbound
Business partners
Business documents:
Leads/Appointments/Phone Calls/Tasks
Campaigns
Custom Fields
23
Q

External Sales Systems integration

A

Inbound
Business Partners
Business Documents, such as leads, opportunities, or activities

Outbound
Business Documents: Leads
Custom fields created in marketing

24
Q

ERP Integration

A

Inbound
Customers, Contacts
Quotations, Sales Orders, Returns

25
Q

Commerce Cloud integration

A

Inbound: Master, Transactional, and Clickstream Data
Outbound: Product and Offer Recommendations, Personalized Storefront Content (Segmentation)

26
Q

Set up integration scenarios

A 
Communication Scenario (or standart)
- Inbound and Outbound Services 
Communication Arrangement (choose Communication Scenario)
- Communication System
- Communication User
- Services from Scenario
27
Q

The ways to integrate ERP in context of Marketing Resource Management

A

You can import actual and committed spend associated to campaigns from SAP ERP and make it available in the Spend area of the Campaigns application.

28
Q

Explain the components of SAP Marketing

A 
Browser-based UI
SAP Analytics Cloud
SAP MArketing Cloud:
-SAP NetWiever
-SAP HANA
SAP Cloud Platform Identity Authentication
SAP Cloud Platform Integration

SAP Marketing Cloud, Analytics Cloud and SAP Cloud Platform Identity Authentication can be accessed by Business Users, but SAP Cloud Platform Integration is reserved for the role of integration specialist

29
Q

Actions implemented in 2 tier landscape of Marketing Cloud

A

Initial access to MC and SCI (SAP)
Create System admin Business Role and User (Initial Admin)
Upload System admin to SCI (SCI Admin) - generates activation email
Activate Email (System Admin)
Create further Business Roles and Users (System Admin)
Upload Users to SCI (SCI Admin) - generates activation emails
Activate Email (Users)

Three letters of initial access:
With User
With Password of MC
With activation link to administration console of SAP Cloud Platform Identity Authentication

30
Q

Explain various extensibility options and ways to implement them

A 
Custom Fields
Custom Logic
Custom BOs
Custom SAP HANA Views
Custom CDS Views
UI extensions
31
Q

Marketing Executive Dashboard

A 
KPIs:
Brand perception
Contacts and profiles
Marketing performance
Marketing resources
Revenue
Sales pipeline.
32
Q

embedded analytics

extensibility of CDS views and queries in embedded analytics

A

S/4 Embedded Analytics = standard queries on pre-delivered CDS views
+ custom fields.

33
Q

Explain the concept of the marketing calendar

A

overview of campaigns:

create, Aggregated KPIs

34
Q

The setup of a planning model

A 
dimensions (use at least two):
Brand
Market
Country
Region
Audience
Custom dimensions

Madi type + Marketing Area + Period

35
Q

The process of budget planning

A

Marketing Budget -> Marketing Plan (for marketing Area and Period) -> Program -> Campaign

36
Q

Outline the offer recommendations

A

Offer recommendation model types
Offer recommendation Scenarios
O.R Model receive Click-s from Commerce)
O.R Model sends Offer Recommendations (directly or via CPI)

37
Q

Product recommendations

A

Model types, models, scenarios

Based on algorithm, not on Click-s.

38
Q

Campaign actions

A 
A/B Testing
Create Appointment
Trigger Call Qualification
Create Export File (+for SAP Contact Center)
Create external target groups
Create Facebook/AddWords custom audience
Create Lead
Open Channel
Create Phone Call
Send Email
Send Line Message/Notification/Text message
Create Task
Alibaba/WeeChat
39
Q

Lead stages

A

lead readiness classification for Contact

Calculated in Marketing via job (Lead scores from Score Builder)

SAP (10 decks)

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