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Overview About Marketing Analytics

8 min read


Overview about Marketing Analytics

This article provides an overview about marketing analytics for SAP Marketing Cloud. It explains the differences between Analytics Stories and Operational Reports and which prerequisites apply. In addition, it provides an overview about the pre-delivered analytics content and extensibility options for Marketing Analytics.

Table of Contents


With Marketing Analytics, you can perform real time analyses of Marketing data such as campaign success, customer profiling or marketing planning data. 

In general, you have analytics stories in SAP Analytics Cloud (SAC) which allows you to perform an analysis of Marketing Data. Analytics stories are embedded in the Analytics and Report Gallery as well as in the campaigns and other apps. They are also available in SAP Analytics Cloud directly. Operational reports allow to analyze, slice and dice on Marketing Data within the design studio of SAP Marketing Cloud. Both analytics stories and operational reports use the same underlying data modeling technology: Core Data Services (CDS) Views. 

SAP Analytics Cloud is provided as an additional, bundled component with SAP Marketing Cloud as described in the article Build Your Technical Architecture for SAP Marketing Cloud

For analytics stories and operational reports, you have pre-delivered analytics content which gets enhanced with each release with updates from the several information areas, e.g. campaign analytics or contacts & profiles.

The Analytics and Report Gallery grants central access to Analytics Stories, Operational Reports and Apps for Marketing Business Users. Its elements are structured along the information areas. The most frequently opened elements appear on top while elements can be defined as favorites. From the Analytics and Report Gallery, analytics stories can be accessed directly or open embedded in the current screen of the Fiori App. Operational reports open in the design studio app of SAP Marketing Cloud.

image one: Analytics and Report Gallery

For all standard business content, a description and documentation are available. Standard stories can be hidden from the business users while customer specific stories and reports can be enabled. 

Analytics stories

For agile and exploratory analyses of your Marketing data, you can use Analytics stories. 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. An example for a standard story for email campaign success is shown below.

image two: Analytics stories

For SAP Marketing Cloud systems which have been provisioned prior to version 2011, a manual integration with SAP Analytics Cloud is required in order to use analytics stories. If you are not sure if SAP Analytics Cloud is already automatically embedded and ready to use with your SAP Marketing Cloud environment, please refer to the SAP Help Portal

Use analytics stories for agile and exploratory analytics.

Example: Analysis of campaign success through various charts/visualizations on the corresponding story.

Operational reporting

Daily operational reporting is built for slice and dice on Marketing data. Pre-build standard operational reports for various information areas are available. 

The Design studio allows filtering, drill down and prompts for desired dimensions and measures, offers basic chart types and actions for "Save Tile", "Export as File" and "Send Email". 

image three: Operational reporting

Both the operational reports itself but also the result set data is provided via role-based accesses, e.g. by means of marketing area restrictions. 

Use operational reporting for daily reporting to answer specific analytical questions areas and slicing and dicing on the available dimensions and measures.

Example: Analysis of new contacts and slicing and dicing on country, gender and age.

Prerequisites and integration setup for Analytics stories

For the initial setup of SAP Marketing Cloud with SAP Analytics Cloud, the following prerequisites apply for systems which have been provisioned in former releases prior to 2011: 

  • You have the necessary access data (URL, user, and password, authorizations) for the SAP Cloud Identity Provider (IdP) system and the SAP Analytics Cloud (SAC) system.
  • Both applications must use the same SAP Cloud Identity Provider (IdP).
  • The IdP user is authorized for both applications.

To enable the integration, the following steps are required: 

  • Connecting SAP Analytics Cloud (SAC) to SAP Marketing Cloud Identity Provider (IdP)
  • Creating the live data connection to SAP Marketing Cloud
  • Renewal of Signing Certificates
  • Selecting SAP Marketing Cloud content packages to add to your SAP Analytics Cloud tenant

The prerequisites and integration setup steps are described in detail in the corresponding section of the integration guide.

Pre-delivered analytics content

Samples for Analytics Stories are provided as content packages through the Content Library of SAP Analytics Cloud. The SAP Analytics Cloud content package for Marketing gets enhanced with each release with the most recent analytical capabilities from the SAP Analytics Cloud technologies. 

The customers can browse the available content and choose to import the desired elements of the content package for their SAP Analytics Cloud tenant. 

In SAP Analytics Cloud tenants, which are automatically provisioned, the content is available and accessible directly form the SAP Marketing Cloud tenant through the Analytics and Report Gallery.

image four: Pre-delivered analytics content

There is also pre-built content for operational reporting for all information areas in Marketing. Here, you get the sets of dimensions and measures for each operational report. 

The most current list of pre-delivered analytics content is always available in the Analytics section of the administration guide of SAP Marketing Cloud.

The SAP Analytics Cloud content package for Marketing is updated upon each release. Use this pre-delivered analytics content before starting to build custom content via the extensibility options.

As of the most recent release, more than 20 analytics stories are available out of the box.

If you made changes to the pre-delivered stories, we recommend to move the changed content into separate folders. Otherwise, while importing the updated content your changes might get overwritten.


Apart from the pre-delivered analytics content, you can also create custom content for analytical purposes. The two main extensibility options on SAP Marketing Cloud for Analytics are Custom CDS Views and Custom Analytical Queries

In a nutshell, CDS Views model the data access to the marketing data which is distributed across several database tables. If you need access to data in a way the system does not offer so far, you can create Custom CDS Views to create your own data access. Custom Analytical Queries offer an additional query layer on top of the CDS Views. It abstracts the process of writing structured queries so that you don't have to understand the query language but still can select required fields, set filters, add calculated measures and preview the query results. 

In case you want to build custom Analytics stories on SAP Analytics Cloud, you must create a model which connects to the Custom Analytical Query you created beforehand via a live data connection. You can then use the model inside an existing or in a new Analytics story. Within the story you can add charts and visualizations for the measures and dimensions of your model. 

For an overview about all extensibility options for SAP Marketing Cloud, please review the Extensibility Overview for SAP Marketing Cloud article. 


This article provided an overview about marketing analytics for SAP Marketing Cloud. Now you know what the differences between Analytics Stories and Operational Reports are and which prerequisites apply. In addition, an overview about the pre-delivered analytics content and extensibility options is given. 

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