SAP CRM Marketing Attributes explained

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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 can search for existing attributes, or create a new attribute using the button

Here you enter the following data:

  • Attribute: Name/ID for the attribute
  • Description: Description for the attribute
  • 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:

Relevant Tables:

  • 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_*

Other related/useful Article(s)

Davy has been working as an SAP Consultant since 2000 and started working in the SAP IS-U Module , but as of 2002 he has mainly worked as functional SAP CRM consultant and SAP Authorizations consultant.
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21 thoughts on “SAP CRM Marketing Attributes explained

Comment author said

By Dan on 3 February 2013 at 15:25

Hi Davy,

Thanks for the great information. i have already save this link on my favorites because I know as a SAP CRM consultant, i will surely need it in future.



Comment author said

By Rohit on 7 March 2013 at 05:39

Brilliant explanation and coverage of content!!


Comment author said

By Pandu on 16 April 2013 at 14:04

Wonderful Information, thank you Davy.


Comment author said

By Madhupriya on 23 May 2013 at 08:30

Thanks a lot!


Comment author said

By Phil on 28 May 2013 at 15:58

Hey Davy,
What table stores the text value of the ATWRT field in the AUSP table?
For example CABN has CABNT & CAWN has CAWNT but where is the text description of the ATWRT field in AUSP stored?



Comment author said

By Praveen Nenawa on 23 August 2013 at 12:37

Hi Davy,
Thank you for a well demonstrated article .
Can you please let me know how a marketting attribute set can be assigned to a group of BP's in one shot instead of assigning it manually to every BP ??

Thanks in advance .


Comment author said

By Davy Pelssers on 31 August 2013 at 15:53

I am currently in holiday without access to my system, but you might wanna check tcode CRMD_MKT_TOOLS with which you can perform many usefull things .

CRMD_MKT_TOOLS ==> you can use this to delete/assign mass marketing attributes to BP


Comment author said

By hemanth on 10 October 2013 at 08:50

HI Davy,

That was a great work and tanks for the contribution made. Please help me for this doubts:
1)Can you please show some light on attributes assigning to bulk BPs.
2) What is the need of attribute set. I.e will this attributes will not be there in General data in BP.



Comment author said

By hemanth on 10 October 2013 at 08:55

Hi Davy,

Can you please tell me, In which scenario we use Attribute Based segment. I'm in a great confusion between Info set and attribute based segments. As custom fields can also add to Info set tables under tcode sq02. With Scenario if u tell the difference it will be a great ful to me.



Comment author said

By Sean on 21 November 2013 at 07:41

Hi Davy,

Great stuff.

Wanted to ask, in what scenarios will we have 2 marketing attributes assigned to 1 attribute set? You gave a very good example of 'interests' as an attribute set with 2 related marketing attributes. Is it just to be able to distinguish between attribute sets? Is there something else behind this? After all, if we have 2 different attibute sets, for example: 'interests' and 'interest 2' it will probably not make much difference, right?



Comment author said

By Davy Pelssers on 21 November 2013 at 11:03

Hi Sean,
you would probably not create 2 attribute sets for your example 'interests" and 'interest 2".

Let me give you another example:
In your CRM system you have B2B & B2C customers. Furthermore, you have a distinction between a Person (could be a purchase manager of the customer Company X) and an Organization.

for the organizations, you could consider creating a specific attribute set which only has attributes valid for organizations rather than persons, e.g. number of employees, number of buildings, total sales/yr ; ..

For the purchase manager , who is linked to this organization via a BP relationship of type 'has purchase manager" you will maintain other attributes linked to a different attribute set, only valid for physical persons (e.g. hobbies, age, gender, ..)

Another example where you might consider having multiple attribute sets that apply to e.g. organizations in the system.
You could have 1 attribute set for Service department (e.g. nr of ibases, # buildings, ..) whereas the marketing department could have their own attribute set with attributes they want to maintain ..(e.g. nr of email subscriptions to newsletters; ..)

so basically the use of an Attribute set is:
- logical grouping of attributes (e.g. organization vs person)
- allows you to restrict maintenance access by authorization per attribute set (e.g. service vs marketing department)


Comment author said

By scheeck on 18 December 2013 at 13:22

Create new Attributes and new attributes set is working well. I'm not sure it is possible to update description of attributes are soon linked to BP.
How can we be sure that all values and link with BP are maintained after attributes are updated and transported from a development system to a produktiv system?
Thanks in advance for you advice.



Comment author said

By Davy Pelssers on 25 February 2014 at 22:10

Hi Danièle
at a lot of customers I worked at, the creation of marketing attributes and sets was done in each system separately and NOT transported from a development system via QA up-to the production system.


Comment author said

By Sean on 25 November 2013 at 04:44

Hi Davy,

Thank you for the info.

Also, wanted to ask if there is some kind of a report or transaction with which we can update attribute vaules in bulk for a number of business partners?

Thanks you,


Comment author said

By Sean on 25 November 2013 at 06:12

Hi Davy,

Sorry, but I have one more question to ask if possible.

I am trying to find a table that will list me all the BP's that do not have any marketing attributes at all.
Can you please let me know which table can give me this outcome?
p.s. I used SQVI by joining tables AUSP & BUT000, but I can only display existing values, not blank ones.

Many thanks,


Comment author said

By Davy Pelssers on 25 February 2014 at 22:08

I assume that would be a matter of performing an outer join of these tables instead of an Inner Join using SQVI ?

already tried that?


Comment author said

By Suman on 25 February 2014 at 12:10

hi davy,

excellent article.thanks!!! I have an issue.for a particular marketing attribute in my system, the attribute value is present while in edit mode in the BP transaction but while in display mode the marketing attribute value vanishes. Any clue why this might happen?


Comment author said

By Davy Pelssers on 25 February 2014 at 22:11

sorry- not any clue but you might wanna check on SERVICE.SAP.COM for relevant oss notes.



Comment author said

By Davy Pelssers on 26 February 2014 at 23:17

Just to check; but do you have the same system behavior in the WEBUI? not sure what crm release you are working in, but it's been quite some years now that the SAPGUI is actually no longer supported in SAP CRM, as customers are supposed to use the WEBUI.
Therefore check first if you have the same issue there or not.


Comment author said

By Sam on 15 June 2015 at 13:38

Great Work Dan.It really helped me today


Comment author said

By Marie on 7 October 2015 at 04:30

Hi Davy,

Thanks for this. Is there a way to map the Partner GUID with the Attribute set and not individual attributes?


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