SAP MArketing v2 Flashcards
SAP Marketing Certification preparation
Explain the data model and how to enhance the data model
Data Model:
Interaction
Interaction Contact
Product/Product Category
Extensibility of Model
Interaction Contact: Standard, Marketing Attributes, Custom BO
Outline the options for extensibility
Custom Fields
Custom Logic
Data Source Extensions
Explain the concept of Best Record
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
Explain the concept of Sentiment engagement
Sentiment Engagement allows you to filter, analyze, and process data that has been harvested from internal or external channels
Predictive Studio capabilities
Scenario (data), Model (Fit), Training Features: Marketing Area Pre-calculation of Scores Success measurement - feedback from Campaign
Score Builder capabilities
Rule sets Applicability of Rule set (parameters + time frame) Preview for Target Group During creation define: Marketing Area (ex: subsidiary) Segmentation profile
Explain the technical foundation of segmentation
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
The core features of Segmentation modelling
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
Compare the types of target groups
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.
Explain the concept of campaign categories and their actions
Campaign categories - (periodic or not) - is a defined set of actions. Campaign categories are not campaign templates.
The possibilities of creating personalized campaign content
Content Studio: Emails, Email confirmations and templates Mobile Push-Notifications LINE-Messages Landing Pages
The options available for executing campaigns
Application Monitor Campaign Execution Trigger Based/Target Group Based or Immediate/on One time/Recurring
Marketing permissions, suppression rules and marketing areas
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
Workflow available for BO
Campaign
Target Group
Marketing Plan
Program
Explain the option for anonymizing contact information
Interaction is stored without contact information
Marketing permission settings
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
The marketing objects lifecycle management
Marketing application Jobs
First job: Flag the data for deletion -> Data Archived
Second Job: Delete Flagged Data
The concept of user and role management
User Business Role (read/write access restrictions) Business Catalog (available Tiles) =Catalog Role (displayed Catalog Groups) Catalog Group (displayed Tiles)
Explain the concepts when integrating SAP Marketing Cloud with other solutions like Cloud for Customer, SAP Commerce Cloud etc
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
Know how to monitor integration errors
Import Monitor
Data Load Monitor (?)
CRM Integration
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
SAP Cloud for Customer Integration
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
External Sales Systems integration
Inbound
Business Partners
Business Documents, such as leads, opportunities, or activities
Outbound
Business Documents: Leads
Custom fields created in marketing
ERP Integration
Inbound
Customers, Contacts
Quotations, Sales Orders, Returns
Commerce Cloud integration
Inbound: Master, Transactional, and Clickstream Data
Outbound: Product and Offer Recommendations, Personalized Storefront Content (Segmentation)
Set up integration scenarios
Communication Scenario (or standart) - Inbound and Outbound Services Communication Arrangement (choose Communication Scenario) - Communication System - Communication User - Services from Scenario
The ways to integrate ERP in context of Marketing Resource Management
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.
Explain the components of SAP Marketing
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
Actions implemented in 2 tier landscape of Marketing Cloud
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
Explain various extensibility options and ways to implement them
Custom Fields Custom Logic Custom BOs Custom SAP HANA Views Custom CDS Views UI extensions
Marketing Executive Dashboard
KPIs: Brand perception Contacts and profiles Marketing performance Marketing resources Revenue Sales pipeline.
embedded analytics
extensibility of CDS views and queries in embedded analytics
S/4 Embedded Analytics = standard queries on pre-delivered CDS views
+ custom fields.
Explain the concept of the marketing calendar
overview of campaigns:
create, Aggregated KPIs
The setup of a planning model
dimensions (use at least two): Brand Market Country Region Audience Custom dimensions
Madi type + Marketing Area + Period
The process of budget planning
Marketing Budget -> Marketing Plan (for marketing Area and Period) -> Program -> Campaign
Outline the offer recommendations
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)
Product recommendations
Model types, models, scenarios
Based on algorithm, not on Click-s.
Campaign actions
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
Lead stages
lead readiness classification for Contact
Calculated in Marketing via job (Lead scores from Score Builder)
