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Implement your Marketing Operations Plan for SAP Marketing Cloud


Implement your Marketing Operations Plan for SAP Marketing Cloud

Are you currently implementing SAP Marketing Cloud or are you already live with SAP Marketing Cloud? In both cases, you might want to think about how to implement or improve your monitoring and operations of your system. 

This article gives an overview about common operations roles, common operations tasks and how you can define your marketing operations plan. The respective applications to implement your marketing operations plan are included below. 


This article focuses on common recurring operation tasks and does not focus on one-time or ad-hoc tasks such as user creation or ad-hoc data import.


Table of Contents

Define your Marketing Operations Plan

There are two common roles when it comes to monitoring and operating SAP Marketing Cloud - the Marketer and the Operations engineer. 

The Marketer is mainly responsible for the development and execution of marketing activities within the marketing departments. Their duties usually contain the success tracking and monitoring of the activities. Less often, Marketing Managers monitor the marketing activities within their area of responsibility (for example, region). 

The job of an Operations engineer is to make sure that the company's marketing operations meets the marketing business expectations. This typically includes operating and monitoring the marketing system with a focus on marketing data and integration. 

The main activities for operating SAP Marketing Cloud by the Marketer and Operations engineer can be mapped to the following areas; campaign, integration, jobs, logs, certificates, and data.


It's crucial to define a marketing operations plan to:

  • Define necessary operations tasks
  • Assign tasks to roles to increase accountability
  • Assign frequencies to task to shift from fire fighting to a proactive operations mode


In the following table, you can find common tasks for your marketing operations plan.

Role Area

Task

Frequency indication

Marketer Campaign Monitor campaign execution Daily
Monitor e-mail metrics Daily
Operations Engineer Integrations

Obtain an overview of all imports

Daily

Monitor and analyze single imports

On demand

Monitor marketing data and background processes

Daily

Explore the origins that build the contact’s best record

Daily

Monitor and explore the number of contacts

Weekly

Explore contact origin data

Weekly

Explore interactions data

Weekly

Jobs and Logs


Monitor application jobs

Based on job scheduling

Monitor application logs

Daily

Extensibility Trace custom logic After changes to custom logic implementations and after major events (for example, upgrades, new integrations)
Certificates

Check certificate list

Monthly
Transports Check software collections Based on transport scheduling


The table above is an example of how your marketing operations plan might look like. Your specific marketing operations plan might look different.


Increase the frequency of the tasks during major events such as go live, upgrades, roll-outs to new regions or new integrations. 

Implement your Marketing Operations Plan

SAP Marketing Cloud provides various applications to help implementing your marketing operations plan. 

Area Task Description Application
Campaign Monitor campaign execution Learn about the campaigns that are performing well and not so well, in terms of execution. Monitoring Campaign Execution
Monitor e-mail metrics

Monitor e-mail metrics to recognize trends, potentially leading to an IP/Domain reputation drop, recognize any spam issues (for example, Blacklist listings), and to verify the relevance of the content. Find more information in the Welcome to E-mail Marketing article.

Analytics Story: Success of Email and SMS Campaigns

Analytics Story: Bounce Statistics

Monitor Bounces Using Segmentation

Integrations

Obtain an overview of all imports

Get a complete overview of all imports (successful and erroneous) in your system. Analyze and monitor for common messages and determine resolutions. Identify trouble areas and define actions to remedy.

Data Load Monitor

Monitor and analyze single imports

Monitor and analyze single imports (in process, successful and erroneous) in your system. Analyze metadata, such as service name or source system per import.

Import Monitor

Monitor marketing data and background processes

Get a holistic overview about your marketing data and navigate to dedicated analysis apps.

Marketing Data Stewardship

Explore the origins that build the contact’s best record

Insight into which data stored in the contact's best record has been derived from which origin.

Inspect Contact

Monitor and explore the number of contacts

Monitor and explore the number of contacts as starting point for contact analysis.

Browse Contact Data

Explore contact origin data

Explore contact origin data to understand the data and validate against the source systems.

Browse Contact Origin Data

Explore interactions data

Explore interactions data to validate against the source systems or current marketing assumptions.

Browse Interaction Data

Jobs and Logs Monitor application jobs Monitor application jobs results such as job status and job log of finished jobs.

Application Jobs

Monitor application logs Display application logs for any log details such as severity or message texts.

Application Logs

Extensibility Trace custom logic Trace development objects (custom logic and custom business objects) to see which determinations, validations, and actions of which objects and nodes, are being processed in which order. Furthermore, you can trace the values of the input, output and changing parameters of validations, determinations and actions, as well as the duration of their execution. You can also see which exceptions are raised and where they occur. Custom Logic Tracing
Certificates Check certificate list Check certificate list for certificates expiring soon (“valid to” date).

Maintain Certificate Trust List

Transports Check software collections Check software collections containing extensions items and configuration settings (segmentation or target group configuration) before transporting them to the productive system. Export Software Collection

Conclusion

This article provided you with an example of a marketing operations plan that you should define ideally before going live with SAP Marketing Cloud. By defining and implementing your marketing operations plan, you can define the necessary tasks, increase accountability and operate your SAP Marketing Cloud system in a pro-active mode. For further support with your marketing operations plan, feel free to refer to the related services highlighted in the box on the right hand side of your screen.