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• Find out how the SAP CRM rapid-deployment solution for analytics gives you helps you manage and plan marketing activities by analyzing lead quality and campaign performance, and adjusting tactics.

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The SAP CRM rapid-deployment solution for analytics

Manage and plan marketing activities with analytics.

In this demo, you'll see how the SAP CRM rapid-deployment solution for analytics

helps you Analyze campaign performance and lead quality,

and adjust marketing tactics to manage and plan marketing activities.

Analyze campaign performance and lead quality.

Chris Nelson is the marketing manager at US Internet Group,

a company that uses the SAP CRM rapid-deployment solution for analytics.

To prepare for his upcoming meeting on poor lead quality, with the sales manager,

Jane Miller, he wants to understand the current situation of lead and campaign performance status

especially for e-mail campaigns.

The solution offers tightly integrated dashboards for closed-loop insight to action

this gives Chris visibility into his marketing and campaign performance

so he can adjust his tactics as needed.

It also offers role-based dashboards for sales, service, and marketing

Chris can see default dashboards based on his role.

As a marketing professional,

Chris sees a list of marketing analytics dashboards for: -Marketing executive

Campaign performance -Campaign progress -Historical campaign analysis

Lead analysis, and -Lead aging.

First, he looks at the Lead Analysis dashboard to get an overview of the current lead status

based on campaign type, and get information on the performance of e-mail marketing.

This graph shows the number of hot, warm, and cold leads according selected qualifications,

such as communication channel, origin, status, channel partner, or campaign type.

He selects "Campaign Type"

and sees that e-mail marketing has highest number of hot and warm leads.

The next graph shows him the pipeline distribution based on deal status.

While the number of leads identified is high, the graph indicates that the lead quality is poor.

In this graph, he learns why opportunities were discontinued,

noting that the main reason is competitor win.

Here, he sees why leads were rejected, and again, the main reason is loss to a competitor.

Chris needs to bring this up with Jane

in their meeting about how sales can better tackle the competition.

Chris wants to understand the effectiveness of past e-mail campaigns.

He notices that e-mail campaigns have performed very well in the past,

and that the numbers of leads that were generated and converted,

as well as the conversion rate, have gone up over time.

He compares campaign costs for 2010 and 2011,

and sees that costs have decreased over the past year.

He then checks generated pipeline and the opportunity close ratio,

and sees that the numbers for the pipeline, as well as wins, have gone up.

He also checks the actual revenue booked in 2010 and 2011

and sees that revenue has increased in 2011.

Chris can summarize the data

and use it when he prepares the case for e-mail marketing campaigns.

To strengthen his case,

Chris wants to check campaign performance based on selected key performance indicators

KPIs - such as, expected revenue, expected ROI, cost per lead, and other key metrics.

In the campaign performance dashboard, he can gain insight into each e-mail campaign,

including the numbers of leads and opportunities generated,

planned costs, and current pipeline revenue: he selects the campaign type, "Email Marketing."

He can sort the data based on the top-ten campaigns by opportunity, leads, and pipeline revenue.

Chris can select tactic, channel, or marketing organization to get information on costs, revenue,

and ROI, and he can get information about responses, leads, leads won, and cost per lead.

He selects "Channel" since he is interested in the e-mail channel.

Chris notices that ROI and revenue for e-mail campaigns are high, and that responses, leads,

and leads won are also high, while the cost per lead is low for e-mail.

This reassures him that the channel is performing well.

Chris also wants to know the active campaign performance of e-mail campaigns over time

and across other key dimensions, so he goes to the "Campaign Progress" dashboard.

Chris can use this dashboard to monitor the development of contacts,

responses, leads, and opportunities over time.

Again, he selects the campaign type, "Email Marketing."

He sees that e-mail campaigns have performed well over time,

and that the number of planned responses is very close to the actual responses,

and generated leads and opportunities.

This table shows performance by campaign,

including the number of contacts targeted, a comparison of planned and actual responses

including the percentage of variance, the number of leads and opportunities,

and potential revenue.

Chris notes that the KPIs for e-mail campaigns look very good

in terms of target achievement.

Then he goes to the marketing executive dashboard

to get an overview of campaign effectiveness, lead generation activities,

and the contribution of the marketing department to the total sales pipeline.

Here, he can get an overview of the top-ten campaigns in terms of generated leads.

Chris is happy to see that an e-mail campaign

called e-mail special offer - is number one in the top-ten list of campaigns.

He can select a campaign to get more details such as budget,

planned costs, actual costs, leads, leads won, cost per lead, opportunities,

pipeline contribution, and expected ROI.

He can also see the rates of accepted and converted leads,

and the percentage of the pipeline contribution for the selected campaign.

Chris is now confident that the e-mail channel is performing well.

He clicks on "details" to see which marketing team is responsible

and plans to tell them to set up a special-offer e-mail campaign to

increase the pipeline and company revenue.

This demo shows how analyzing campaign performance and lead quality

can help you adjust your marketing tactics to maximize the return on your marketing investment.