Define Segmentation in SAP CRM?

Answer

Segmentation includes following major marketing related processes:

• Creating Attributes for Business Partner Segmentation
• Maintaining Data Sources for Segmentation

• Graphical Modeler: Usage, Data Flow, Integration
• Creating Segmentation Basis and perform De-duplication

• You can create marketing attributes in order to characterize business partners.
• Different data sources for segmentation and target group

• Also it is possible to define the data source to build target groups.
• Target groups can then be used with marketing activity to address a particular group of customers or prospects.
• Attributes can be the same regional affiliation, the same hobby, the same amount of money spent during the last few months, and so on.
• Business Partners Segmentation process:

• Target groups are created using the Segmentation.
• Segment builder is used for the segmentation.
• Segmentation Models:
  • Do not have to have target groups or segments assigned
  • It can have subsets within it
• Segments:
  • A segment is assigned to only one segmentation model
  • Target groups are not assigned to it
  • To assign a segment to different segmentation model it must be recreated by copying.

   

• • Target Group:
    • It can only be assigned once
    • Marketing Planner can use only active target groups