In this article I will try to explain a bit more about SAP CRM Marketing attributes and how this data is setup, as well as which tables are technically used behind the scene to store this type of data.
First you should understand the concept of marketing segmentation, attribute sets and attributes. If you are unfamiliar with these terms I advise you to read the SAP HELP on this matter using the following link:
Although the information in SAP HELP is more extensive I’ll give you a quick definition and example of these terms.
What are (marketing) Attributes?
An attribute describes a business partner or product.
During segmentation you use attributes as filter criteria. The attributes can originate from the following:
- Business partner master data, for example "age", "gender", "address", or product master data, such as "price"
- Master data/transaction data from SAP NetWeaver Business Intelligence, for example "number of purchases per month"
- Attributes created specially in CRM for marketing purposes (marketing attributes), for example "hobbies". Such attributes are combined to create attribute sets.
A hobby could be a good example of a person related marketing attribute. That particular attribute could consist out of the attribute values football, tennis, chess, card games etc.
Let’s assume I own an internet marketing business where I collect customer information and offer affiliate products to my e-mail subscribers. I could own multiple websites in multiple niches such as weight loss, hobby related websites such as soccer (football), golf and other sites about investing and stocks. I would make sense to not only capture those people’s e-mail address but also data such as age, interests, hobbies, gender, geo-location data and so on.
Why? In order to send out relevant information about my products or services to those people, I would like to avoid sending every (affiliate) product to my entire subscriber list. In such a case I should try to send out an e-mail about for example a new Golf- magazine to those people that I know play golf or have an interest in this subject. SAP CRM let’s you maintain this kind of data on business partner master data level and allows you to create target groups based on 1 or more criteria combined. You would then create a marketing campaign where you would e.g. send out an e-mail presenting this new product to that specific target group and in the e-mail you can then give a link to the product sales page.
Dependant on how you would like to market/sell your product, you could also chose to generate leads for your sales reps based on that target group or generate a call list for you call Center agents.
What are Attribute Sets?
Attribute sets are used to group attributes created specifically within CRM Marketing together for a marketing-related purpose. Each attribute set therefore contains those attributes belonging to a business partner that are relevant for the purpose at hand.
Attribute sets are used in applications such as CRM Web Channel and CRM Telesales. In CRM Web Channel, they record marketing attributes for all business partners visiting Web shops, enabling the business partner to be assigned to a marketing profile. In Telesales, they can be used to create a profile for telesales agents.
How can I create a SAP CRM Marketing Attribute in the SAPGUI and WEBUI?
Well, there is a different approach when you would create marketing attributes and attribute sets using the SAP GUI versus doing the same in the CRM WEBUI.
In the following blog post made by Hari Krishna Sunku the creation process in the CRM WEBUI is explained:
In the SAPGUI I would create the marketing attribute using the transaction code CRMD_PROF_CHAR
I think (not sure as I never used it before) you can equally use transaction code CRMM_ROUT_PROF_CHAR. I saw in many blogs they use this particular transaction code, but personally I always have used CRMD_PROF_CHAR in the past.
Here you enter the following data:
- Attribute: Name/ID for the attribute
- Description: Description for the attribute
- Format: CHAR/CURR/DATE/NUM/TIME
- Number of Chars (Enter here the number of characters or digits permitted for the attribute. You can specify up to 30 characters or 15 digits.)
- Multi –Value: Select this indicator to enable more than one value to be specified for this attribute. An attribute like hobbies will typically contain several possible values: swimming, reading, outdoor pursuits, and so on. If you set this indicator, more than one of these values can be specified.
- Entry Required: Determines whether a business partner is required to make an entry for this attribute when it appears in a profile template (that is, when creating a profile)
Underneath these fields you can next manually enter the possible Attribute Values and their Description and if wanted, indicate which attribute should be proposed as default value. Alternatively you can make use of a check table where the allowed attribute values are stored. In most cases you would create multiple attributes and logically group them together in an attribute sets. It are attribute sets that are actually assigned to business partners (persons or organizations).
How can I create an Attribute Set?
In the SAPGUI you can create an attribute set using the transaction code CRMD_PROF_TEMPL.
Click on the button “Attribute Set” in order to create a new one.
In the above example I created one attribute set related to Persons and assigned both attributes to this attribute set.
Remark: concerning the authorization fields for assigning and/or maintaining attribute (sets) I already created an explanation in the past which you can read below:
How to assign an attribute (set) to a SAP CRM Business Partner
In the SAPGUI you have several options to assign an attribute set to a Business Partner.
- using the transaction code CRMD_PROF_BP
Click on the button ‘Assignment’ and fill out the BP number and Attribute Set.
By double clicking on an attribute set the system will show you the potential attributes you can maintain.
Next, press the SAVE button to record these changes.
When I next lookup this business partner I can see in the tab “Marketing attributes” that these attributes have been maintained for the attribute set “INTERESTS”.
- Using the transaction code BP, on the tab page “Marketing Attributes” you can also manually assign an attribute set and maintain the relevant attributes.
In the SAP CRM WEBUI you will be able to assign/maintain these attribute (sets) via the Account Detail page in the assignment block “Marketing Attributes”.
How can you find out which Business Partners have a certain Marketing Attribute?
The attributes defined in the system can be found back in table CABN. (See field CABN-ATNAM)
The link to the business partner(s) can be found using table AUSP.
If we would like to see which business partners have the attribute GENRE_MOVIE maintained, we can use the corresponding value for the field ATINN (which is value 1203) in this case as input field in table AUSP.
In this case we actually see 2 entries as two values have been maintained for 1 business partner with Partner GUID 50F47050353A6080E10000000A0256CA for the attribute GENRE_MOVIE.
Next, you can use table BUT000 to lookup the Business Partner ID, based on the guid:
Alternatively you could also use the function module CRM_MKTBP_READ_AUSP_EX_DB to achieve this result:
Executing this selection shows me:
- CABN: Attribute Details - The attribute, like Hobby etc
- CAWN: Attribute's values, like under Hobby - Cricket, Football etc
- KLAH: Class ID or the Attribute Set ID. Like Hobby could be under Personal Interest Attribute set
- SWOR: Key word for Attribute Set
- KSSK: Attribute set ID vs Object ID (linking to BP) - Which partners has been assigned an attribute set
- INOB: Object ID vs BP ID - Object ID linked to the BP ID
- AUSP: Gives BP GUID for an Attribute ID, Value and Object ID
Relevant Function Modules for Marketing Attributes
Check the ones that start with CRM_MKTBP_*