SAP Certified Application Professional – Marketing with SAP CRM 7.0 EhP1
Here are some sample Questions for the CRM 7.0 EhP1 Marketing Professional Certification.
These questions are similar to the ones asked in the actual Test.
How should I know? I know, because I have recently cleared the test myself with a great score!
Before you start here are some Key features of the CRM Professional Certification Exam
– The exam is Computer based and you have three Hours to answer 80 Questions.
– The Questions are (mostly) multiple choice type and there is NO penalty for an incorrect answer.
– Some of the Questions have more than one correct answers. You must get ALL the options correct for you to be awarded points.
– The Official Pass percentage is 65%.
Note: Unless stated otherwise, All questions have more than one correct answer.
Q1. For segmentation, each element (segmentation model, segment, target group, and selection attribute list) must be assigned to a usage that belongs to one of the standard usage categories. Usage enables which of the following?
a. To control which users are able to process which segmentation elements
b. As a search criterion for graphical modelling, if you are searching for segmentation elements
c. To prevent combinations of segmentation elements from classic segmentation and segmentation with large volumes of data (high-volume segmentation)
d. Determines whether target groups created in profile sets of this usage can be transferred to Mobile Sales.
e. Defines Whether Change Logs Should Be Written for a Usage ID
a, b, c, d
For the transfer to work, the usage must be known to the Mobile Sales application. For segmentation, each element (segmentation model, segment, target group, and selection attribute list) must be assigned to a usage that belongs to one of the following usage categories:
- Campaign execution
- Segmentation basis
- Product proposal
- Processing group for business routing
- Business partner group for business routing
- Partner authorization group
- Data quality administration
- High-volume segmentation
- High-volume segmentation basis
The usage is necessary for the following reasons:
To control which users are able to process which segmentation elements (if you are using an authorization concept) As a search criterion for graphical modelling, if you are searching for segmentation elements.
To prevent combinations of segmentation elements from classic segmentation and segmentation with large volumes of data (high-volume segmentation).
The need for additional usages depends, for example, on how many users work with segmentation, and whether they want to control who is able to process which objects.
“Campaign” is the SAP delivered standard usage for classic segmentation (usage category “Campaign Execution”).
If you want to use the high volume segmentation engine, you will have to use usages of usage category High Volume Segmentation or High Volume Segmentation (BW). The latter one is available with CRM 7.0 EhP2.
Classic segmentation (usage “Campaign”) directly accesses the data sources you created at runtime. This provides the accurate data from the time you perform the segmentation, but may be too slow if you have large data volumes.
High Volume Segmentation preselects your data sources and stores them into an TREX index, where they can be accessed very fast. But since the data is kept redundant in the TREX index, the data you select upon maybe several hours or days old (depending on your update intervals).
The Usage Category does NOT define is a change log should be written.
Q2 Which of the following operations may be used when processing target groups during segmentation.
The following types of operations are possible:
- Splitting target groups, for example using the operation “remove every tenth business partner”
- Reducing target groups, for example using the operation “remove every tenth business partner”
- Follow-up operations:
- Exporting target groups to a file
- Exporting target groups to a channel (e-mail, fax, SMS)
- Creating business transactions (for example, business activities, tasks, leads)
- Customer-specific operations, for example, replacing certain target group members by others
For example, if you want to split a target group containing 15 business partners into three target groups TG 1, TG 2, and TG 3. According to the method chosen, the business partners are assigned to the target groups as follows:
The first five business partners in the list are assigned to TG 1, the next five to TG 2, the final five to TG 3.
The first five business partner in the list are assigned to TG 3, the next five to TG 2, the final five to TG 1.
Each BP (business partner) is assigned to a target group in sequence, for example BP 1 to TG 3, BP 2 to TG 2, BP 3 to TG 1, BP4 to TG 3, BP 5 to TG 2, BP 6 to TG 1, and so on.
Each business partner is assigned to a target group at random.
The usage category determines which rules can be used for which target groups. For example, rules of usage category Campaign Execution can only be applied to target groups of this same category.
Q3. High-volume campaign execution is a lean form of execution that allows you to increase campaign throughput significantly. Which of the following are features of High Volume Campaign?
a. You must activate the business function High-Volume Marketing (CRM_MKT_HVS)
b. High-volume campaign execution also works with lean business partners
c. You cannot use campaign automation to plan and execute campaigns that start with high-volume execution and progress to low-volume execution
d. Only e-mail and file export are supported in high volume campaigns.
a, b, d
In order to use High Volume Campaign Execution, you must:
Activate the business function High-Volume Marketing (CRM_MKT_HVS).
Activate the business function Marketing Permission (CRM_MKT_PERMISSION).
Only e-mail and file export are supported in high volume campaigns.
Key Features of High Volume Campaign Execution
• Two communication channels for carrying out high-volume campaign execution:
High-volume file export
• You can assign marketing prospects as well as business partners. Marketing prospects are consumers in the system that are imported via External List Management from lists received from data providers, for example. The marketing contacts in that list are not yet business partners in the system, but can already be used for segmentation and later on for campaign execution. Note that discounts are not applicable for marketing prospects.
• High-volume campaign execution also works with lean business partners, that is, partners with a reduced set of attributes, to speed up performance. The BAdI CRM_MKTHV_LBP enables you to add additional attributes to your business partners if required.
• You can use campaign automation to plan and execute campaigns that start with high-volume execution and progress to low-volume execution, for example, to first reach a maximum size of audience, and then to focus on those accounts and marketing prospects who respond positively. Note that the opposite is not possible; you cannot progress from low-volume execution to high-volume execution.
• When you start a campaign, the system checks whether attributes in the mail form are available in business partners and marketing prospects in target groups.
• After campaign execution has been triggered, you see the Contact Statistics high-volume specific assignment block. This shows the total number of outbound contacts, both planned and successful. Note that the planned outbounds here are not always exactly equal to target group size. The planned outbounds on the contact assignment block correspond to the actual number of e-mails that are to be sent out and not the target group size, since some business partners may be flagged with Do not contact.
• High-volume campaign execution does not use the Marketing Contact List report because this is only relevant for individual business partners. In this case, only the Marketing Contact Summary is relevant.
• As a result of campaign execution, a package of files is put onto a server and passed to an external provider of letter or e-mail services via a predefined SMTP server. This package includes mail form templates and files/attachments, metadata info, and personalization data contained in separate CSV and XML control files. You can navigate directly from the campaign to the file server or Web server where the e-mail or file export files are stored.
Q4. The marketing organization is an attribute of marketing plans and campaigns. It is part of the SAP organizational model that enables you to define how your company structures responsibilities in its marketing activities. Which of the following are attributes of a Marketing Organization?
a. Product Category
c. Sales Organization
The marketing organization is an attribute of marketing plans and campaigns. It is part of the SAP organizational model that enables you to define how your company structures responsibilities in its marketing activities. You use the marketing organization to map the marketing logical enterprise structure to the organizational units in your company.
The marketing organization has the following attributes:
• Product category
• Reference currency
You use these attributes to describe the marketing organization. For example, if you base your organizational units on brands, you can use the product category for the brand.
The marketing organization can be completely different from the sales organization or the service organization in CRM.
Marketing organizations are relevant for campaigns and marketing plans only. They are not relevant for trade promotions or deals. Consequently, the Marketing Org. field is available for campaigns and marketing plans only.
You can use the marketing organization attributes for:
• Authorization checks
There are no marketing-specific authorization objects for the marketing organization. You can add authorization checks at the marketing organization level by using standard Organizational Management structural authorizations, or authority object PLOG. You can go down to the level of user name to build the authorization environment. Make settings for the structural authorizations, in Customizing for SAP NetWeaver, by choosing Application Server Business Management SAP Business Workflow Authorization Management Structural Authorizations .
• Automatic entry and checking of marketing attributes
The system can use the marketing organization for providing default entries to certain fields in Marketing.
• Partner determination
For example, you can use the marketing organization to determine the appropriate marketing manager for the assigned marketing organization, and assign it to the campaign (on the Partner assignment block).
• Workflow routing
You can assign a marketing organization to a campaign. You can use this marketing organization in your workflow templates for the agent determination.
• Cost planning
Cost planning enables you to split key figures across multiple dimensions. For example, you can use the marketing organization to distribute the costs of a campaign across several marketing organizational units.
You can use the marketing organization in reporting. For example, you can measure the success of a particular organizational unit.
Q 5. Planning types allow you to create planning data in Business Planning and Simulation (BPS) when you perform key figure planning in marketing projects or account plans. Which of the following planning types are available?
a. Sales Planning
b. General Key figures
c. Free goods
d. Shipping planning
Planning types allow you to create planning data in Business Planning and Simulation (BPS) when you perform key figure planning in marketing projects or account plans. You choose a planning type when you assign a planning profile to a planning profile group in Customizing for Customer Relationship Management under Marketing Marketing and Campaign Planning Key Figure Planning Define Planning Profile Groups .
The following planning types are available:
• General key figures
Used with trade promotions, trade promotion elements, campaigns, and campaign elements
• Volumes/trade spends
Used with trade promotions, trade promotion elements, and deals
• Free goods
Used with trade promotions, trade promotions elements, and deals. These planning types allow planning of free goods promotions.
• Cost planning
Used with campaigns and campaign elements
The following planning types are available as read-only planning data:
Used to read the uplift quantity on the SAP Advanced Planning and Optimization (SAP APO) integration interface, allowing you to evaluate whether a promotion is feasible. It is a subview of volumes/trade spends planning and is not visible in key figure planning for marketing projects or account plans.
• Print preview (PDF)
Used by the customer confirmation report to print the planning data. It is also a subview of volumes/trade spends planning or cost planning.
Used when you want to retrieve planning data in a workflow. For example, a customer may wish to retrieve the total planned cost for a campaign. Depending on the total approved cost, an approval e-mail can be triggered.
• Condition generation
Used when the condition records are generated from a background planning profile. For example, a trade promotion is planned at product category level but the condition records are generated at product level. The planning data used to generate the conditions is read from a background planning profile containing the disaggregated planning data at product level. The planning data must be disaggregated into another InfoCube. This can happen on request or in a background task.
Q 6. Planning in Business Planning and Simulation (BPS) uses, among others, the following types of planning objects:
a. Planning sequence
b. Planning level
c. Planning profile
d. Planning package
Planning in Business Planning and Simulation (BPS) uses, among others, the following types of planning objects:
• Planning area
The planning area is the highest level of the planning architecture in BPS. The planning area is where the system establishes the connection to the InfoCube in SAP NetWeaver Business Intelligence (SAP NetWeaver BI), which serves as a basis for all planning that is done in the context of the planning area.
• Planning level
The planning level is the second node in the planning hierarchy. You use the planning level to restrict the data basis provided by the planning area to the business environment in which planning is done. Furthermore, you can define characteristic value restrictions at planning level to further restrict the area to which the planning functions apply.
• Planning package
The planning package is the lowest level of the planning architecture. It transfers the characteristics and key figures selected at the planning level and is used to further restrict the characteristics whose values have not yet been restricted at the planning level.
A planning level can contain any number of planning packages. The system automatically creates an ad hoc planning package at each planning level.
• Planning profile
A planning profile groups together a user-related selection of planning objects (planning areas, key figures, functions, and so on). Planning profiles filter the total quantity of planning objects available in the system and filter the ones in which you are interested.
• Planning layout
A planning layout provides data records from an SAP NetWeaver BI InfoCube for manual planning or data entry. Planning level characteristics and key figures are assigned to the header, lead column, and data column area in a planning layout. In addition to the characteristics and key figures of the data basis, you can also define formulas for locally calculated key figures
Q7. You can assign a product or range of products that you want to promote to a campaign, deal, or trade promotion. You can assign the following:
a. Single Product
b. Product category
c. Product categories and product groups
d. Product group
a, b, d
You can assign a product or range of products that you want to promote to a campaign, deal, or trade promotion. You can assign the following:
• Single product
• Product category
• Product group
• Product segment (to trade promotions and campaigns)
Under General Data you can assign the following combinations as your product planning basis:
Generally, you plan consumer campaigns, such as media campaigns, for one product at a time or for a short list of distinct products.
• Product category
This enables you to enter a collection of related products. For trade promotions, however, account managers plan their promotions with retailers for a whole line of products, for all products within a brand, or possibly for a combination of the two.
• Product group
The product group is an attribute in the sales set of the product. When you assign a product group, you also assign all the products for the sales area of the marketing project that belong to that product group.
• Product category and product
• Product group and product
• You cannot assign both product categories and product groups.
• If the product is a structured product, you cannot explode to the product items. If you want to explode a structured product, you can either implement a Business Add-In (BAdI) or assign the structured product’s items individually.
Q8. You use SAP Real-ime Offer Management (RTOM) to improve your inbound campaigns to suit your customers’ needs better. For inbound campaigns, the customer has to contact the company and not the other way round. The SAP Real-Time Offer Management engine can learn from customer reactions to real-time offers and make them more suitable next time around. To use this process, you must activate the business function SAP Real-Time Offer Management (CRM_RTOM_1).
You use SAP Real-Time Offer Management (RTOM) to improve your inbound campaigns to suit your customers’ needs better. For inbound campaigns, the customer has to contact the company and not the other way round. The SAP Real-Time Offer Management engine can learn from customer reactions to real-time offers and make them more suitable next time around.
To use this process, you must activate the business function SAP Real-Time Offer Management (CRM_RTOM_1).
You need to have the following settings in place:
• You have installed RTOM and have configured it using the RTOM application toolkit.
• You have made the required settings in Customizing for Customer Relationship Management.
You need to perform the following steps when you define real-time offers on the WebClient UI:
1. Log on to the WebClient UI using the MARKETINGPRO business role.
2. Create a campaign of campaign type Real-Time Offer.
3. In the Description field, enter a name for the real-time offer.
4. Enter the purpose of the real-time offer:
5. Enter a display option:
6. In the Display Description field, enter a description for the real-time offer. The description can also be seen and edited in the Notes assignment block.
7. Enter all other required information such as planned start and end date and a channel.
8. Enter one or more business goals for each real-time offer campaign. Later you can search for all campaigns that are assigned to specific business goals and mass change their priority.
9. When you create the rules for your real-time offers, you are automatically transferred to the rule builder UI. You are automatically transferred back to your campaign when you have finished defining the rules.
10. Create a recipient profile. Every customer that contacts the company and matches the rules that are created in the recipient profile, has a product offer or message offered to them.
11. Add a related outbound campaign to your real-time offer campaign (optional). You can extend the number of eligible recipients of a real-time offer campaign. In the Related Campaigns assignment block, search for an existing outbound campaign that has a target group assigned and add the campaign to your real-time offer campaign. The target group of the related campaign will be used as an additional profile for your real-time offer campaign.
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