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SAPexperts | A Step-by-Step Look at the Analytic Functionality in CO-PA and mySAP CRM
Hom e > CRM > Toolbox > A Ste p-by-Step Look at the Ana lytic Func tiona lity in CO -PA a nd my SAP CRM
Value
Gross sa les
500
Customer discounts
20
Other di scounts
10
Net sale s
480
Product costs
250
Contribution margi n I
220
20
10
10
http://sapexperts.wispubs.com/CRM/Toolbox/A-Step-by-Step-Look-at-the-Analytic-Functionality-in-CO-PA-and-mySAP-CRM?id=13A1DFBBE0A948F0913
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SAPexperts | A Step-by-Step Look at the Analytic Functionality in CO-PA and mySAP CRM
Contribution margi n II
180
Fi gure 2
Profitability anal ysis cha racte risti cs, value fields, and segments
The profitability data (characteristic s and value fields) is represented as multi-dimens ional InfoCubes (Figure 3). The dat a
shows the source t ransaction sales order or the invoice posted in the sys tem. Using derivation, additional information such
as SBU, customer region, or sub-region is determined for more analys is. The profit margin informat ion (revenues, discounts,
and cost s) is transferred from the source t ransaction. Using valuation, t he es timat ed sales c ommis sion is determined.
Additionally, with cost assessment, sales overheads are determined. The profit ability information then is available in a multidimensional InfoCube for specific reporting for profitability s egments.
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Fi gure 3
SAPexperts | A Step-by-Step Look at the Analytic Functionality in CO-PA and mySAP CRM
You can design the CO-P A structure depending on your own requirement s. If your organizat ion puts more emphas is on
cus tomer-related c harac teris tics (for example, s ales offic e, customer group, and sales group), you can include these
characteristics in your CO-P A des ign. Another company might want to add produc t-related characteristics for its analys is.
The same applies t o the number of value fields you can c hoose the amount columns you want t o analyze (for example,
product revenues, service revenues, product disc ounts , cus tomer disc ounts ). This design flexibilit y mak es it poss ible for y ou
to analy ze customer profitability based on your organization's unique needs.
Analytic al CRM allows y ou to analyze information and OLAP funct ionalities . Cus tomer profitability is part of cust omer
analytic s. Ty pical analytical CRM task s inc lude:
Understand how profitable the bus iness is
Monitor, understand, and influenc e cus tomer behavior
Foc us limited resources on t he most valuable cus tomers
Analyze marketing initiatives and influence future marketing campaigns
Plan for future customer dis count and promotion programs
Understand and analyze plan vs. actual results
Gain ins ights into all important perspectives of service activities performed, the drivers behind them, and the financ ial
performance of the service organization
Understand the performance of eac h int eract ion c hannel to optimize resources
Various analy tical applications are available within the s tandard my SAP CRM:
Marketing (marketing analytics)
Sales (s ales analy tics)
Services (service analy tics)
Cus tomers (customer analytic s)
Products (product analy tics)
Int eract ion c hannels (c hannel analytic s)
Marketplaces and Internet (market place and Web analyt ics)
Mitresh Kundalia
Mit resh Kundalia heads the S AP practic e at Quality Sy stems & Software (www.QSandS.c om).
QS& S is a leading business and technology c onsulting firm that specializes in delivering
superior IT s olutions using SAP produc ts. Mitres h is widely ack nowledged as a leading SA P
expert and has worked on various SAP assignments , inc luding strategic planning, fresh
implementations, upgrades, and post-go-live support projec ts. W ith an MBA degree in finance,
Mit resh manages SA P projects with a special focus on customer-focused solutions,
management reporting, profit ability analysis, SA P General Ledger, and bus iness intelligence.
He is a regular contributor at SA P events and publications and technical advis or to leading
journals . His book on s egment reporting is published by SA P PRE SS. Y ou may contact him
via email at Mitresh@QS andS. com.
Mit resh will be a presenter at Financials 2014 in Orlando on March 1821. For information on
his sess ions click here . To regis ter for this conference c lick here .
See more by t his author
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