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SAP Hybris Marketing Marketing 1.2 (1511)

January 2016

English

Settings for Marketing Segmentation(CEA)

SAP SEDietmar-Hopp-Allee 1669190 WalldorfGermany

Building Block Configuration Guide

SAP Best Practices Settings for Marketing Segmentation (CEA): Configuration Guide

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Content

1 Purpose............................................................................................................................. 52 Preparation........................................................................................................................ 5

2.1 Prerequisites............................................................................................................52.1.1 SAP Notes...........................................................................................................5

3 Configuration.....................................................................................................................63.1 Settings for Segmentation.......................................................................................6

3.1.1 Defining Default Segmentation Profile.................................................................63.1.2 Activating Services for Geospatial Segmentation................................................63.1.3 Defining Secondary Distinction Entities...............................................................63.1.4 Defining Segmentation Objects...........................................................................93.1.5 Defining Attribute Groups for Segmentation Object (Optional)............................93.1.6 Assigning SAP HANA Data Sources to Segmentation Objects (Optional)........103.1.7 General and Performance Settings (Optional)...................................................11

4 Appendix.......................................................................................................................... 124.1 Customer-Specific Settings for Segmentation.......................................................12

4.1.1 Creating Custom HANA View............................................................................124.1.2 Defining Aliases for SAP HANA Data Sources..................................................164.1.3 Defining Segmentation Objects.........................................................................164.1.4 Assigning SAP HANA Data Sources to Segmentation Objects.........................164.1.5 Defining Segmentation Object Key Fields.........................................................184.1.6 Assigning Segmentation Attributes to Object Key Fields...................................184.1.7 Defining Segmentation Profile...........................................................................194.1.8 Creating Segmentation Models.........................................................................20

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Settings for Marketing Segmentation

1 PurposeThe purpose of this document is to describe the implementation steps required to configure the Segmentation capability as used in the SAP Hybris Marketing rapid-deployment solution.

For Segmentation, the SAP default settings enable segmentation of corporate accounts, consumers, prospects, and contacts. For the purpose of the SAP Hybris Marketing rapid-deployment solution, most of the SAP default segmentation settings are sufficient. In the chapters below some additional settings are described.

In the appendix you find a lean example how to create your own, customer-specific Segmentation view and segmentation profile.

2 Preparation2.1 PrerequisitesBefore you start the implementation of this building block, install all prerequisite building blocks as specified in the Prerequisites Matrix for the relevant scope-item.

2.1.1 SAP NotesThe following SAP Note is relevant for segmentation. It describes how to configure the number of dialog work processes. For optimal performance, the segmentation solution parallelizes requests in the SAP NetWeaver Application Server for ABAP as well as in the SAP HANA database. Therefore you must configure a suitable number of dialog work processes. The number of dialog work processes depends on the number of frequent segmentation users. A frequent user is someone who spends considerable time using the system, for example, every day for several hours.We recommend the following number of dialog work processes per number of frequent users:

Frequent Users Up to 10 10 – 25 25 – 50 50 – 75

Dialog Work Processes 25 30 65 90

Refer to SAP Note 39412 to set up the appropriate number of dialog work processes:

SAP Note Number Description

39412 How many work processes should be configured?

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https://service.sap.com/sap/support/notes/39412


3 Configuration

3.1 Settings for Segmentation 3.1.1 Defining Default Segmentation Profile

UseIn this activity you define which segmentation profile is displayed as default segmentation profile.

Procedure1. Access the transaction using the following navigation options:

Transaction code SPRO

IMG menu SAP Hybris Marketing Segmentation Define Segmentation Profiles

2. On the Change View "Customer Segmentation Profile": Overview screen, choose the Set profile as default profile button for the relevant segmentation profile, for example, the SAP_CE_CONSUMER_1508 (All Consumers (B2C)) segmentation profile.

3. Save your settings.

3.1.2 Activating Services for Geospatial Segmentation

UsePer SAP default delivery, a Geolocation attribute is available for the segmentation profile All Consumers (SCI). This attribute allows you to cluster customers in a city or a region, and you can create segments based on geographical areas you define in the geographical map.

PrerequisitesSAP Visual Business 2.1 must be installed. For details, refer to http://help.sap.com/visualbusiness21 Installation and Upgrade Information.

ProcedureThe Geolocation attribute has been activated automatically for the All Consumers (SCI) segmentation profile during initial setup of SAP Hybris Marketing. You can skip this chapter if this is sufficient for your use case.If you want to enable the attribute for another segmentation profile, refer to the SAP Hybris Marketing installation guide, chapter Geospatial Segmentation. You can find the installation guide at http://help.sap.com/mkt Installation and Upgrade Information Installation Guide.

3.1.3 Defining Secondary Distinction Entities

UseWith secondary distinction entities you enable the use of reference objects in segmentation.

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http://help.sap.com/mkt

http://help.sap.com/visualbusiness21


For use cases and details refer to the SAP application help at: http://help.sap.com/mkt Application Help SAP Library SAP Hybris Marketing Worksets and Applications Segmentation Using Reference Objects.



IMG menu SAP Hybris Marketing Segmentation Define Secondary Distinction Entities

2. On the Change View "Customer Segmentation Secondary Distinction Entities": Overview screen, choose New Entries.

As an example, maintain the following values for the SAP_ERP_CUSTOMER segmentation object. If you don’t use SAP ERP data, you need to maintain secondary distinction entities on customer project basis.

3. On the New Entries: Overview of Added Entries screen, maintain the following values: Industry

Field name Entry Value

Segmentation Object SAP_ERP_CUSTOMER

Secondary Distinction Entity BRSCH

Data Source Alias SAP_ERP_CUSTOMER

Position 50

Description of Secondary Distinction Entity Industry

City



Secondary Distinction Entity CITY


Position 40

Description of Secondary Distinction Entity City

Country



Secondary Distinction Entity COUNTRY


Position 10

Description of Secondary Distinction Entity Country

Country – Region

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Secondary Distinction Entity COUNTRY_REGION


Position 30

Description of Secondary Distinction Entity Country - Region

Region



Secondary Distinction Entity REGION


Position 20

Description of Secondary Distinction Entity Region

4. Save your entries.5. To maintain details per secondary distinction entity, choose the Detail view button per

line, one after the other.6. On the Change View “Segmentation Object Secondary Distinction Entity Key”: Overview

screen, choose New Entries and maintain the following values. After each entry, save and then choose Back:Industry (BRSCH)


SDE Key BRSCH

Attribute Name BRSCH

Position 50

City (CITY)


SDE Key CITY

Attribute Name CITY1

Position 40

Country (COUNTRY)


SDE Key COUNTRY

Attribute Name COUNTRY

Position 10

Country – Region (COUNTRY_REGION)


SDE Key COUNTRY

Attribute Name COUNTRY

Position 10

SDE Key REGION

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Attribute Name REGION

Position 20

Region (REGION)


SDE Key REGION

Attribute Name REGION

Position 20

3.1.4 Defining Segmentation Objects

UseWith this activity you enable the preview of a segment by building blocks, reference objects, and a reference object list.



IMG menu SAP Hybris Marketing Segmentation Define Segmentation Objects

2. On the Change View "Customer Segmentation Objects": Overview screen, choose the Assign preview types button for the relevant segmentation object.

As an example, choose the Assign preview types button for the SAP_ERP_CUSTOMER segmentation object.

3. On the Change View “Segment-based Preview Types of a Segmentation Object”: Overview screen, choose New Entries.

4. On the New Entries: Overview of Added Entries screen, choose the following preview types:

Segmentation Preview Type Preview Type Description

SAP_SEG_BB_COUNTS Building Blocks

SAP_SEG_SDE_COUNTS Reference Objects

SAP_SEG_SDE_COUNT_LIST Reference Object List

5. Save your settings.6. If relevant, repeat the above steps for further segmentation objects.

3.1.5 Defining Attribute Groups for Segmentation Object (Optional)

UseIn this activity, you define attribute groups that you can use to group segmentation attributes, regardless of the data source from where they originate. By default, the attributes are grouped

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according to the data source from where they originate. If that is sufficient for your purposes, you do not need to execute this activity.

If you define a new attribute group, it will only become visible once you assign it to SAP HANA data sources in the Assign SAP HANA Data Sources to Segmentation Objects activity.



IMG menu SAP Hybris Marketing Segmentation Define Attribute Groups for Segmentation Object

2. On the Change View “Attribute Groups of Customer Segmentation Object”: Overview screen, choose New Entries.

3. On the New Entries: Overview of Added Entries screen, maintain the following entries:


Segmentation Object <select the relevant segmentation object> for example, SAP ERP Customer

Attribute Group <enter a name for the attribute group> for example, Z_YMKT_ERP

Group Sequence 10

Group Description <enter a description> for example, ERP Customer Attributes

4. Save your entries.

3.1.6 Assigning SAP HANA Data Sources to Segmentation Objects (Optional)

UseIn this activity you define which segmentation object data source attributes are displayed in a customer-defined attribute group (see chapter above: Defining Attribute Groups for Segmentation Object).



IMG menu SAP Hybris Marketing Segmentation Assign SAP HANA Data Sources to Segmentation Objects

2. On the Change View “Customer Segmentation Object Data Sources”: Overview screen, choose the Attributes (View data source attributes) button for the relevant customer-specific segmentation object / data source alias combination.

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For example, if you use SAP ERP as back-end system, you could choose the Attributes button for the segmentation object SAP_ERP_CUSTOMER with data source alias SAP_COMMON_CVI_FMD.

3. On the Change View “Segmentation Object Data Source Attribute”: Overview screen, select the required Attribute Group, for example, Z_YMKT_ERP, for all attributes you wish to display in that attribute group.

The attributes you assign to your attribute group will only be displayed in your attribute group, but not in the default Customer Master Data group.


ResultThe selected attributes are displayed in a customer-specific attribute group.

3.1.7 General and Performance Settings (Optional)

UseIn this activity, you define a quota for the parallelized database access when processing segmentation steps. The quota allows for adjusting the usage of idle dialog work processes with regard to different system loads.If you notice that the execution of segmentation steps takes longer than desired, we recommend that you maintain values for this activity. For example, when there is a large amount of customer data to segment and many users access the segmentation function at the same time.



IMG menu SAP Hybris Marketing Segmentation General and Performance Settings

2. On the Change View “General Settings for Customer Segmentation”: Overview screen, define the Server Group to use for parallelized segmentation requests.

3. Enter an integer value in the Quota f. Proc field.4. Save your settings.

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4 Appendix4.1 Customer-Specific Settings for SegmentationIn this chapter you find a detailed example how to build a customer-specific segmentation view and how to make this view available in the segmentation application.

The enhancements described in this chapter are not in scope of the standard content of the SAP Hybris Marketing rapid-deployment solution.

General guidelines to build your own custom segmentation objects can be found in the SAP Hybris Marketing extensibility guide that you can find here: http://help.sap.com/mkt Configuration and Deployment Information Extensibility Guide.For information regarding performance, review the performance guide that you can find here: http://help.sap.com/mkt Additional Information Performance.

4.1.1 Creating Custom HANA View

UseIn this activity you create your own attribute view for SAP HANA. In the following activities, you will bind this attribute view with an existing calculation view in a segmentation object.

The example below is based on the assumption that you use SAP ERP as data source. If you use different data sources, replace the instruction with the available data source objects. For example, if you use SAP CRM instead, you would use the SAP CRM schema, etc.

When building custom SAP HANA views, choose attribute views or graphical calculation views instead of analytic views to avoid performance issues, because segmentation views are not designed for aggregation reports.

PrerequisitesEnsure that you have an SAP HANA modeling user (which includes at least the below roles and privileges) to perform the following steps:

Roles Authorizations

Granted Roles MODELING

Object Privileges SAP<SID>, grant on SELECT privilege

Example: if the SAP NetWeaver server is named NXD, then the schema name would be SAPNXD (or SAPNWABANXD depends on settings).

Package Privileges sap.hana-app, grant on privilege:

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REPO.READ, REPO.EDIT_NATIVE_OBJECTS, REPO.ACTIVATE_NATIVE_OBJECTS, REPO.MAINTAIN_NATIVE_PACKAGES

Procedure1. Open SAP HANA Studio:

Windows Start Menu Start All Programs SAP HANA SAP HANA Studio

2. Open the Modeler perspective (Open Perspective SAP HANA Modeler).3. In the Systems panel on the left, double-click the correct HANA server (such as NXD).

In this scenario, we assume the system ID (SID) of the Hybris Marketing system is NXD, and NXD will be used as a sample in the following steps.

1. In the Systems panel on the left, navigate to NXD Content sap hana-app cuan.2. Right-click the cuan package and choose New Package… 3. On the New Package dialog box, maintain the following entries, then choose OK:

Field Entry

Name sap.hana-app.cuan.custom

Description sap.hana-app.cuan.custom

Delivery Unit <Leave blank>

4. Right-click the custom package and choose New Attribute View… 5. On the New Information View dialog box, maintain the following entries, then choose

Finish:

Field Entry

Name Z_AT_CUST_ADDR

Label Customer Address

Package sap.hana-app.cuan.custom

View Type Attribute View

The new HANA view sap.hana-app.cuan.custom.Z_AT_CUST_ADDR is displayed.6. In the Systems panel on the left, navigate to NXD Catalog <name of your physical

SAP ERP schema, for example: SAP_CUAN_ERP_DATA> Tables.7. Find tables KNA1 and ADRC and drag them (one after the other) to the Data Foundation

block of Z_AT_CUST_ADDR attribute view.

You find the Data Foundation block in the area called Scenario. Drag the tables to the Drop Elements Here entry in the Data Foundation block.

8. Then navigate to NXD Catalog SAPNXD Tables, right-click, and choose Filters…

Use yMKT schema (SAP<SID> or SAPNWABA<SID>) instead of ERP schema here.

9. On the Filter for Tables dialog box, enter CUANC_CLNTMAP in the box and click OK.

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10. Drag the CUANC_CLNTMAP table to the Data Foundation block of Z_AT_CUST_ADDR attribute view as well.

11. To create joins, in the Z_AT_CUST_ADDR attribute view Details area, click the MANDT field of table SAP_CUAN_ERP.KNA1 and drag and drop it to the CLIENT field of table SAP_CUAN_ERP.ADRC.

12. Right-click the join line and choose Properties.13. In the Properties screen area, adjust the properties: Join Type to Left Outer, and the

Cardinality to n..1.Continue to adjust the following joins as described above:

Field Entry

Left Element SAP_CUAN_ERP.KNA1.MANDT

Right Element SAP_CUAN_ERP.ADRC.CLIENT

Join Type Left Outer

Cardinality n..1

Field Entry

Left Element SAP_CUAN_ERP.KNA1.ADRNR

Right Element SAP_CUAN_ERP.ADRC.ADDRNUMBER

Join Type Left Outer

Cardinality n..1

Field Entry

Left Element SAP_CUAN_ERP.KNA1.MANDT

Right Element SAPNXD.CUANC_CLNTMAP.ERP_CLIENT

Join Type Inner

Cardinality n..1

14. Choose SAP_CUAN_ERP.KNA1 table, choose the Control key, and select the KUNNR and NAME1 fields.

15. Right-click and choose Add to Output. The fields will appear in the Output screen area below Columns.

16. Click NAME1 and in the Properties area change it to CUST_NAME.Continue to add the output columns as following:

Table Name Field name Output Columns

KNA1 KUNNR KUNNR

KNA1 NAME1 CUST_NAME

ADRC ADDRNUMBER ADDRNUMBER

ADRC NAME1 ADDR_DESC

ADRC CITY1 CITY1

ADRC POST_CODE1 POST_CODE1

ADRC STREET STREET

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ADRC COUNTRY COUNTRY

ADRC REGION REGION

ADRC ADDR_GROUP ADDR_GROUP

17. Right-click CLIENT field of SAPNXD.CUANC_CLNTMAP table and choose Apply Filter:18. On the Apply Filter dialog box, maintain the following entries, then choose OK:

Field Entry

Operator Equal

Value $$client$$

19. To display the overall properties of Z_AT_CUST_ADDR, click the Semantics block, which is above the Data Foundation block.

20. In the Properties area, maintain the following entry:

Field Entry

Default Client Cross Client

21. In the Column area, choose types (Attribute or Key Attribute ) and provide labels for field names:

Key Name Label

X KUNNR Customer Number

CUST_NAME Customer Name

ADDRNUMBER Address Number

ADDR_DESC Address Description

CITY1 City

POST_CODE1 City postal code

STREET Street

COUNTRY Country Key

REGION Region (State, Province, County)

ADDR_GROUP Address Group (Key) (Business Address Services)

The labels will be displayed in the Hybris Marketing frontend application.

22. Choose the Save and Activate button in the top-right menu bar and wait for the HANA view be activated.

23. To validate the newly created view, navigate to NXD Content sap hana-app cuan custom, right-click Z_AT_CUST_ADDR, and choose Data Preview.

24. In the details view on the right, choose the Raw Data tab to display the result.

4.1.2 Defining Aliases for SAP HANA Data Sources

Use

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In this activity you define the segmentation data source based on the custom attribute view and an existing calculation view.

Procedure1. Log on to the SAP Hybris Marketing system (Hybris Marketing client) using the SAP GUI.2. Access the transaction using the following navigation options:


IMG menu SAP Hybris Marketing Segmentation Define Aliases for SAP HANA Data Sources

3. On the Change View "Customer Segmentation Data Sources": Overview screen, choose New Entries.

4. Maintain the following entries:

Data Source Alias Data Source LocationZ_DS_CUSTOMER_ADDR sap.hana-app.cuan.custom/Z_AT_CUST_ADDR

Z_DS_SLS_ORDER sap.hana-app.cuan.common/CA_SLS_ORDER


4.1.3 Defining Segmentation Objects

UseIn this activity you define a new segmentation object.



IMG menu SAP Hybris Marketing Segmentation Define Segmentation Objects

2. On the Change View "Customer Segmentation Objects": Overview screen, choose New Entries.



Segmentation Object Z_SO_ADT_NEW

Consumer Class CL_CUAN_ERP_CUST_SEGMENTATION

Description of Segmentation Object Custom Segmentation Object


4.1.4 Assigning SAP HANA Data Sources to Segmentation Objects

UseFor this activity you define which data sources are assigned to the segmentation object.

Procedure

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1. Access the transaction using the following navigation options:


IMG menu SAP Hybris Marketing Segmentation Assign SAP HANA Data Sources to Segmentation Objects

2. On the Change View "Customer Segmentation Object Data Sources": Overview screen, choose New Entries.




Data Source Alias Z_DS_CUSTOMER_ADDR

Sequence 10



Data Source Alias Z_DS_SLS_ORDER

Sequence 20

4. Save your entries.5. Back on the Change View "Customer Segmentation Object Data Sources": Overview

screen, choose the Attributes (View data source attributes) button for Z_SO_ADT_NEW - Z_DS_CUSTOMER_ADDR.

6. On the Change View "Segmentation Object Data Source Attribute": Overview screen, maintain the following options per attribute:

Attribute Name Export Def Visible as Attribute

ADDRNUMBER X X

ADDR_DESC X X

ADDR_GROUP X X

CITY1 X X

COUNTRY X X

CUST_NAME X

KUNNR X

POST_CODE1 X X

REGION X X

STREET X X

Do not select Visible as Attribute for attributes KUNNR and CUST_NAME.


8. Back on the Change View "Customer Segmentation Object Data Sources": Overview screen, choose the Attributes (View data source attributes) button for Z_SO_ADT_NEW - Z_DS_SLS_ORDER.

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9. On the Change View "Segmentation Object Data Source Attribute": Overview screen, maintain the following options per attribute:

Attribute Name Export Def Visible as Attribute

KLMENG X X

NETWR X X

NUM_ORDER X X


4.1.5 Defining Segmentation Object Key Fields

UseIn this activity you define the key field for the segmentation object.



IMG menu SAP Hybris Marketing Segmentation Define Segmentation Object Key Fields

2. On the Change View "Customer Segmentation Object Keys": Overview screen, choose New Entries.




Segmentation Object Key Field CUSTOMER_KEY

Object Key Field Data Type NVARCHAR

Key Length 10


4.1.6 Assigning Segmentation Attributes to Object Key Fields

UseFor this activity you need to decide which fields of data sources are assigned as the segmentation object key fields.



IMG menu SAP Hybris Marketing Segmentation Assign Segmentation Attributes to Object Key Fields

2. On the Change View "Customer Segmentation Object Data Source Keys": Overview screen, maintain the following entries:

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Data Source Alias Z_DS_CUSTOMER_ADDR


Attribute Name KUNNR



Data Source Alias Z_DS_SLS_ORDER


Attribute Name KUNNR


4.1.7 Defining Segmentation Profile

UseIn this activity you define a new segmentation profile based on the new segmentation object and data source alias.



IMG menu SAP Hybris Marketing Segmentation Define Segmentation Profiles

2. On the Change View "Customer Segmentation Profile": Overview screen, choose New Entries.



Segmentation Profile Z_SP_ADT_NEW


Population Data Source Alias Z_DS_CUSTOMER_ADDR

Description of Segmentation Profile Custom Segmentation Profile


4.1.8 Creating Segmentation Models

UseIn this activity you create a segmentation model based on your own segmentation profile.

Procedure1. Log on to the SAP Hybris Marketing frontend application via URL.

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2. Access the Segmentation workset.3. In the Segmentation workset, navigate to the Segmentation Models sub workset, and

choose Create.4. On the Create Segmentation Model dialog box, choose the Custom Segmentation Profile

profile from the dropdown list, and then click OK.5. In the Custom ADT view new screen, in the left panel you will see the two attribute groups

Customer Address and Sales Order. Continue to create the segmentation model according to your requirements.

For more information regarding creating segmentation models, refer to the Marketing Segmentation (CE2) scope-item.

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