Wednesday, April 16, 2008

Upload Process


When uploading D&B data your internal customer and sales data are enhanced with the D-U-N-S number and further information delivered from D&B. With standard reports that use the D&B data you can target a marketing campaign and select the most attractive prospects. You can then request detailed address information from D&B and start the campaign.

Process Flow

This graphic is explained in the accompanying text

At the beginning stands all the customer and sales data provided from SAP R/3 and/or other OLTP systems (1). This data is usually stored in a Sales Cube in BW, which itself can also be enhanced with business partner information from a CRM system. Additionally you have different master data coming from your OLTP and/or CRM system.

The next step in the process is the rationalization of the customer/business partner master data (2). The data exchange starts from the initial point with the transfer of all customer data to a D&B Web site.

D&B matches the data against their Marketing Universe database. During this process D&B matches every customer record to a D-U-N-S number. This also helps to identify duplicates and former customers in your company’s data base.

The resulting file (customer number, business partner number, D-U-N-S number) is sent back to your company (3). Besides the matched file several other files are returned from D&B. Most of them are needed only once for the initial filling of certain InfoObjects. The most interesting files are needed repeatedly for the recurring enhancement and update of the internal customer data and the delivered D&B data (the Marketing Universe that your company purchased from D&B).

The internal data such as enhanced customer and sales data is stored in the Sales Cube and the Marketing Universe data from D&B is stored in the Marketing Cube. If a CRM system is connected the D-U-N-S number is also relevant for the CRM system (4). Therefore the mapping results (business partner number – D-U-N-S number) are also sent back to the CRM system. The CRM system then integrates the D-U-N-S number into the business partner master data.

To join this data a MultiCube and several standard reports are delivered (5), which for example can be used to identify target groups for campaigning. The target groups can include customers with known address data as well as prospects with unknown address information.

You can request the complete address and contact information of the prospects in the target groups by sending the list of D-U-N-S numbers to D&B (6). This process can be triggered from the BW. The resulting flat file can be sent to D&B across the Internet.

D&B will process your file and send the requested information back (7). The received contact information can be uploaded into the BW.

From the BW, your selected target group, including the received contact information is supplied to the CRM system during the process of target group creation (8). This process can be triggered from the BW. During this process a business partner is created in your SAP CRM system for those D-U-N-S numbers of your target group, which do not have a corresponding business partner number in your SAP CRM system. The contact information from D&B is used to create the business partner, for example, address information, contact person and so on. From your SAP CRM system, the contact information can be used to start a campaign.

After activities for this campaign have been created, they can be loaded into the BW (9) and the success of the campaign can be analyzed.

Leaving content frame

No comments:

Blog Archive