SAP Marketing Analytics


What Is Marketing Analytics?

Marketing analytics involves evaluating data to determine how marketing activities performed and where opportunities exist. According to an Aroscop blog, chief marketing officers “are pouring money into marketing analytics to plan a great brand strategy. They are expected to spend over 11% of their total budget on analytics. Companies that don’t put data at the center of their marketing and sales decisions could miss out on a 15-20% increase in their marketing” return on investment.

What Is Marketing Analytics?

Marketing analytics involves evaluating data to determine how marketing activities performed and where opportunities exist. According to an Aroscop blog, chief marketing officers “are pouring money into marketing analytics to plan a great brand strategy. They are expected to spend over 11% of their total budget on analytics. Companies that don’t put data at the center of their marketing and sales decisions could miss out on a 15-20% increase in their marketing” return on investment.

Digital marketing opens more channels to engage with customers and glean insights for revenue opportunities, new product development, and consumer base expansion. Companies can leverage analytics within a few categories of marketing analytics, according to Kumar Singh, Research Director for SAPinsider. Those include:

Descriptive analysis. This type of analysis is used when a quantitative summarization of data is required. For example, when analyzing the purchase history of a national hardware store’s inventory, a descriptive analysis can identify which products are best-selling nationally.

Diagnostic analysis. A diagnostic analysis can help explain why certain trends occur. For example, if a product that usually sells well during a seasonal promotion has lackluster sales, diagnostic analysis can help explain why.

Predictive analysis. With predictive analysis, there’s a need to understand what can occur in the future based on current and historical data. Machine learning algorithms are an integral part of predictive analysis. For example, a retailer can analyze how best to replenish their inventory based on consumer buying habits.

Marketing Analytics Within SAP Marketing Cloud

Within SAP Marketing Cloud, users can perform marketing analytics — yielding real-time marketing data for campaigns. Two key capabilities for marketing analysis are analytics stories and operational reporting.

  • Analytics Stories. According to SAP, use analytics stories for agile and exploratory marketing data analyses. “The analytics stories come from SAP Analytics Cloud but are fully embedded inside SAP Marketing Cloud. Analytics stories can use charts, visualizations, texts, and pictograms to describe data.”
  • Operational Reporting. According to SAP, “Use operational reporting for daily reporting to answer specific analytical questions areas and slicing and dicing on the available dimensions and measures.”

Vendors in the marketing analytics space include: AllSight, Focused Impressions Technology, Nvizion Solutions, and Knack Systems.

926 results

  1. An Introduction to SAP Predictive Analytics 2.0 and SAP HANA Predictive Tools

    Published: 01/May/2015

    Reading time: 64 mins

    In this exclusive report by Hillary Bliss, take a walk into the world of the SAP suite of predictive tools with an in-depth tour of the new SAP Predictive Analytics 2.0 and how it ties into SAP HANA and SAP Lumira. Learn the importance of general predictive modeling concepts, and then apply those concepts as...…

  2. Techniques to Optimize Marketing Lead Management and Key Account Management Processes within SAP CRM

    Published: 01/February/2017

    Reading time: 19 mins

    In sales, key account managers often struggle when trying to manage their key accounts and end up adapting standard sales functionality of SAP CRM to efficiently support their very individual needs for navigation, authorization, and reporting of their key account hierarchy. By understanding those challenges and following a comprehensive step-by-step approach, you can implement a…

  3. Uncover New Insight into Your Customers with mySAP CRM Analytics

    Published: 15/August/2006

    Reading time: 27 mins

    Find out how mySAP CRM Analytics, a group of tools offered with mySAP CRM 2005 and SAP NetWeaver Business Intelligence to help you optimize your customer data. Learn about the mySAP CRM extraction mechanism and cross-application analysis tools you can use with your data. Then, explore the standard tool sets available, including customer analytics, product...…

  4. Enhance Your CRM-to-BW Reporting with Marketing Attributes

    Published: 18/December/2012

    Reading time: 10 mins

    Learn how to capture SAP Customer Relationship Management marketing attribute data in SAP NetWeaver BW and use it in reporting, with a focus on a complication that, if left unchecked, can result in incomplete data. Sample code is included. Key Concept Marketing attributes are used in SAP Customer Relationship Management (CRM) to store data that...…

  5. mySAP CRM Analytics Harnesses SAP NetWeaver BI Analytical Capabilities

    Published: 01/February/2007

    Reading time: 25 mins

    mySAP CRM Analytics, a group of tools offered with mySAP CRM and SAP NetWeaver BI, can help you optimize your company’s customer data. Learn about the mySAP CRM extraction mechanism and delivered analysis tools you can use with your data. Then, explore the standard tool sets available, including customer analytics, product analytics, sales and service...…

  6. 3 Ways to Adjust the Marketing Planner Interface to Meet Your Needs

    Published: 08/April/2009

    Reading time: 15 mins

    Find out advanced methods to configure the screen layout and field properties on marketing plans and campaign documents by changing settings in Marketing Planner. In addition to the basic personal settings, you can also use modifiable and influencing fields as well as the CRM_MKTPL Business Add-In. Key Concept In the Marketing Planner configuration options, you...…

  7. Advancing Your Analytics for the Digital Age with SAP BusinessObjects Enterprise, Premium Edition

    Published: 01/September/2016

    Reading time: 21 mins

    Meet the panelist:  Chandran Saravana, Senior Director, Advanced Analytics SAP Chandran Saravana, Senior Director, Advanced Analytics SAP, brings over 20 years of experience in the technology sector. He has held various roles in consulting, research & development, product management and marketing with a focus on analytics and big data. He’s written numerous papers and is…

  8. Your Mass Emails Can Also be Personal if You Use Marketing Attributes

    Published: 29/May/2012

    Reading time: 10 mins

    When you send outbound email campaigns using SAP CRM Marketing, you can personalize the content for each user. For example, you can personalize it so that it includes data stored in a marketing attribute. This is a simple yet effective way to tailor the content of an email campaign for each recipient. Key Concept An...…

  9. Use the E-mail Response Management System to Manage Opt-Out Requests

    Published: 22/April/2010

    Reading time: 12 mins

    When you use SAP CRM Marketing to send out an email marketing campaign, you should offer a way for recipients to opt out of subsequent emails from your company. Learn how to provide this functionality using standard HTML commands to generate opt-out requests and the E-mail Response Management System to process these requests and automatically...…

  10. SAP S/4HANA Embedded Analytics

    Published: 01/March/2018

    Reading time: 19 mins

    Panelists: Dmitry Kuznetsov, BI Consulting; Andrei Zhakhavets, Independent Consultant Sponsor: BI & HANA 2018 Read this Q&A transcript to learn about the embedded BI content delivered in SAP S/4HANA, such as analytic models and SAP Fiori tiles.  If your organization is considering, evaluating, or planning the move to SAP S/4HANA, get answers to key topics, such…