hybris Marketing

Segmentation
Implementation Information
April 2015

Objectives

1.

2.

3.

Explain essential
customizing
settings for
Segmentation

Extend
Segmentation with
own data sources

Know features for

expert and
administration
users

Customer

Overview

hybris Marketing
The comprehensive digital marketing process

Events & interactions

from all channels

Listen & explore

Intelligence
through Predictive
Analytics

Personalized
targeting &
orchestration

Campaign execution
in all channels

Market data & events

Digital & social channel

Sales & service data

Personalized commerce

Financial data

Interaction center

Big data industry

Lead, Opportunity

Social media, web

Traditional channel

Capturing response

Plan, measure & optimize

Customer

SAP hybris Marketing Segmentation

SEGMENTATION
WITH PREDICTIVE ANALYSIS
Real-time 360 View to chose the right target audience
High performance customer segmentation on Big Data
Unmatched flexibility in slicing & dicing customer data
Optimization leveraging data mining and predictive analytics
Insight to action with or without SAP CRM campaign management

Customer

Customizing

Data Sources
Using Additional Data Sources
A further data source can be added to a
segmentation object in Customizing
Step 1: Define a data source alias for the new /
additional HANA view
Step 2: Assign the data source via the alias to a
segmentation object
Step 3: Map the key fields from the new data
source to the segmentation object key fields
More detailed information can be found in the
Customizing for SAP hybris Marketing Segmentation

Customer

Grouping Attributes and Defining the Sequence

By default, the attributes are

grouped according to the data
source from where they originate.
In the IMG for SAP hybris Marketing
the attributes can be grouped to
structure the list of attributes
independent from the origin.
The attribute groups you define
here are displayed on top of the
default grouping.
When you set up attribute groups
you can also define the sequence in
which the groups are displayed.

Customer

Changing the Visibility of Attributes

In the IMG for SAP hybris Marketing it can be
defined if data fields (i.e. view columns)
should be displayed as attributes in the
attributes tree and / or dimensions in the key
figure filter definition dialog

Customer

Defining and Assigning Preview Types to Attributes

In the IMG for SAP hybris Marketing own preview types can be defined.
For every attribute you decide which preview types are available.

Customer

Defining Secondary Distinction Entities

The secondary distinction entities (SDE, called reference objects in the UI) can be defined in the IMG for
SAP hybris Marketing - Segmentation.
You define the SDE per Segmentation Object and Data Source

Customer

Defining Segmentation Profile Filters

You can create segmentation profiles which are
already filtered by one or more attributes,
for example, you can define one profile filter per
country (without defining separate HANA views)

The filters are defined in Customizing of

Segmentation

Customer

Defining Interval Ranges per Key Figure Preview

You can define interval ranges and boundaries per key figure attribute.

Customer

Defining Interval Ranges per Key Figure Preview

Controls whether the lower boundary of an

interval range is open and the higher
boundary is closed, or vice versa.

Controls the number of decimals

Controls whether or not the system adds a

bottom / top interval range unbounded below
/ above
Define the boundary values

Customer

Extension of Segmentation

Segmentation
Terminology
A main part of Segmentation is the Segment
Builder that enables users to identify the right
audience out of a data source by segmenting
huge data sets.
The Segment Builder always opens a
Segmentation Model that is based on a
Segmentation Profile.
A Segmentation Profile contains information
about the data source, which itself is one or more
SAP HANA view, and the settings of the data
source.
A SAP HANA view can combine different data into
one data source.

Customer

Segmentation
Overview
Segmentation Profiles as foundation for
Segmentation are setup in the SAP Customizing
Implementation Guide under SAP hybris
Marketing Segmentation.
The Customizing enables a business administrator
to set up the data sources with SAP HANA view
models.
Moreover attribute display, behavior, grouping, and
visibility can be maintained.

Customer

Case Study: Integration of Data Source

A new data source for segmentation should be
integrated showing SAP CRM business
partners with their address.
Therefore a new SAP HANA view will be
created.
The region should not be visible as attribute in
the segment builder.

Customer

Integration of Data Source: Configuration Steps

1.

2.

3.

Creation of
SAP HANA
view model

Customization
of new data
source

Authorization
settings

Customer

Integration of Data Source

Creation of SAP HANA View Model
With the SAP HANA studio a SAP HANA view
model needs to be created.
The SAP HANA view model can be an attribute
view, an analytical view, or a calculation view.
The view model can be built on top of existing view
models in the SAP HANA as well as SAP BW
imported views*.
The view model is not restricted to use SAP ERP
or SAP CRM data that were replicated by SAP
Customer Engagement Intelligence.

Customer

Integration of Data Source

Customizing of new Data Source

1.

A data source alias needs to be defined for the

SAP HANA view model.

2.

A segmentation object needs to be defined. The

segmentation object has two functions:

It works as a clip over one or many SAP

HANA view models.

A consumer class is assigned that contains

business logic like creating a target group

Customer

Integration of Data Source

Customizing of new Data Source

3.

In the next step one or more data source alias

are assigned to a segmentation object. The
system directly retrieves the metadata
information of the SAP HANA view that belongs
to the data source alias.

4.

In the attributes section of the segmentation

object data source alias the system identifies
a default behavior. Attributes can set as
visible/invisible. The behavior of each attribute
can be defined furthermore, e.g. by semantic,
or if it is a mandatory attribute. Also the preview
type can be set.

Customer

Integration of Data Source

Customizing of New Data Source

5.

The segmentation object needs a key field

which is used as key for transferring data to the
target group.

6.

An attribute of the SAP HANA view model

needs be assigned to the segmentation object
key field

Customer

Integration of Data Source

Customizing of new Data Source

7.

The last step is the setup of a segmentation profile. The segmentation profile has the segmentation
object and a population data source alias assigned. The population data source is used for transferring
data to a target group. A segmentation profile can be set as default.

Customer

Segmentation
Authorization Settings
A user who uses Segmentation Models and Segmentation Building Blocks must have the necessary
authorization in the assigned user role.
Therefore the user role for ADT contains the authorization objects GSEG_START for Segmentation Models and
GSEG_BB for Segmentation Building Blocks.
GSEG_START:
Activities: Create, Change, Display,
Delete
Application ID
Segmentation Profile:
GSEG_BB:
Activities: Create, Change, Display,
Delete
Application ID
Segmentation Object:

Each new customized segmentation profile and segmentation object needs to be added to the authorization
objects. Afterwards the role needs to be regenerated and a user comparison must be done.
Customer

Features
Further Features for Expert / Admin Users

Features
Tools for Analyzing and Tracing Segmentation Diagnostics
Am I able to analyze performance
or functional issues?
How can I get insights in the
processing steps happening in the
backend?

I need to pre-define
personalization settings for
my users.

How can I inspect SQL

statements ad hoc?
I would like to get detailed
information about the used
data sources in
segmentation application.

Can I recover a certain state

of a segmentation model for
tracing and analyzing it later?

SEVERAL TOOLS HELP YOU IN ANALYZING AND TRACING

SEGMENTATION STEPS
Customer

Features
Tools for Analyzing and Tracing Segmentation Diagnostics

1.

Activate the SQL Trace in the

personalization settings:

2.

Open the SQL Diagnostics

window via the button

3.

Detailed data for analyzing the segmentation steps is displayed.

Customer

Features
Tools for Analyzing and Tracing Logging SQL Statements
THE SQL LOGGING OFFERS THE POSSIBILITY TO ACTIVATE SQL STATEMENT LOGGING
DURING A GIVEN PERIOD OF TIME.

1.

Activate the SQL Log via transaction

T_GSEG_LOG_ADM in the backend

2.

Display and analyze the logged statements via

transaction T_GSEG_LOG_DATA

For further information read the documentation

Customer

Features
Other Advanced Features

Debug Mode in personalization settings:

A detailed tooltip gives information about the data source and attribute name.
(Set)
Entries in the browser console help you in analyzing the segmentation.
An administration user is able to do initial explicit and implicit personalization settings for all
users.
(Logon with URL-parameter SAP_HPA_GSEG_PERS_CUST=X)
Segmentation Model versions make it possible to store the segmentation model state at a given
point in time and to trace it at a later point in time.

Customer

Summary

Summary

YOU SHOULD NOW BE ABLE TO

Do the necessary Customizing settings within Segmentation
Add and use further data sources
Explain the features for expert and admin users

Customer

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