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Detailed View of

Scenario PlanningSAP CRM 5.0 – Marketing

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Content

Further Information

Functions in Detail

Overview

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What is Scenario Planning?

Scenario planning is a strategic planning method that organizations use to make flexible, long-term plans

Wikipedia

Scenario planning helps marketing departments make better decisions for the deployment of their marketing budgets.

Modeling of different marketing scenarios

Best case, worst case

Different campaign types, distribution channels

Varying marketing spending

etc.

„

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Scenarios

Scenarios are combinations of active and inactive marketing projects

Planning of special initiatives Used for tactical planning Compare alternatives

Scenario A

Campaign 1Campaign 3

?Scenario B

Campaign 2Campaign 4

?Scenario C

Campaign 1Campaign 4

?

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Scenario Comparison

Scenarios can be compared based upon analysis

The best alternative is put into action

Scenario BCost: low

Campaign 2Campaign 4

Scenario CCost: high

Campaign 1Campaign 4

Campaign 1Campaign 3

Scenario ACost: high

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Content

Further Information

Functions in Detail

Overview

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Scenario Planning Process

Create Scenario Set1

Compare Scenarios4

Create or assign marketing projects

to operative scenario

2

Create and maintain alternative scenarios

3Choose operative scenario

5

CRM

BI

Analysis

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Scenario Planning Details

Scenario SetA group of competing scenarios

Planning ScopeTotal of marketing projects contained in all scenarios of a scenario set

Scenario Planner

included in the marketing role “Campaign Manager”

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Scenario Details

Operative scenario is intended for execution

Alternative scenariois intended for simulation

Scenario ScopeA list of the marketing projects that make up a scenario.

ScenarioA combination of marketing projects that describes a currently ongoing or a possible future marketing initiative

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Scenario Design

Add marketing projects to scenario

Marketing Planner in-place

Marketing projects maybe created or changed directly from the scenario

Copy and Replace maybe used for alternative scenarios

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Compare Scenarios

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Analysis on Scenario Level

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Choose Operative Scenario

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Definition:The committed projects comprise all marketing projects that have reached a certain status in their life-cycle and will likely be carried out very soon or arealready running. Projects that are a part of the committed plan are displayedwith the Committed flag in the Scenario Planner.

The Committed Projects

The committed plan is calculated by comparing the statuses of the marketing project with a list of system and user statuses maintained in Customizing.

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Scenario Planning Process with Integrated Accruals

Create or assign marketing projects

to operative scenario

2

Create and maintain alternative scenarios

3Choose operative scenario5

CRM

BI

Set up accrual model Execute accrual

calculation

Use results in Scenario Planner analysis queries

Compare scenarios4

Create scenario set1

Analysis

2

3

1

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Accruals

You may plan costs for marketing projects, like e.g. coupon redemption costs, printing costs, etc. which take place in a defined time frame.

According to accounting standards, these costs are typically to be accounted for in the defined time frame.

However, the corresponding actual costs may occur at different points in time.

Therefore these costs have to be accrued.• The accrued amount is relevant for the profit and loss statement.

• Accruals can be calculated using transaction RSMRM_ACCR (in BI System).

The calculation of accruals is used to distribute planned marketing spends to the correct expense period.

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Integrated Accrual Calculation - Architecture

SAP CRM

SAP BI

Scenario Planner

Accrual calculation

AccrualModel

Transaction crmd_mktsc

Transaction rsmrm_accr

Read Plan Data

Apply Accrual Method

Query

Accrual datastore

Scenario Analysis

Analysis

Show query with accrued data

Calculate accruals

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Scenario Analysis with Accruals

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Advanced Analysis

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Content

Further Information

Functions in Detail

Overview

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Further Information

Other Relevant Detailed View Presentations

mySAP CRM Marketing Campaign Management (Overview) Marketing Planning and Budgeting Campaign Development Campaign Planning Campaign Execution Marketing Calendar E-Marketing – Mailforms and Bounce Management Campaign Analysis Couponing MRM Marketing Analytics And more

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Further Information

mySAP CRM 2005 Learning Maps

SAP Service Marketplace http://service.sap.com/rkt-crm > mySAP CRM 2005

Online Documentation

SAP Help Portal http://help.sap.com/ > Documentation > mySAP Business Suite > SAP Customer Relationship Management

SAP Online Knowledge Products

SAP Service Marketplace http://service.sap.com/okp

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