Development of a Customer Base Segmentation Model to Support a Distribution Network Marketing Strategy Using the SAP Marketing Cloud Platform

In the modern world the world in the sphere of trade offer just good, ones steel products it is not enough anymore. Saturation market and high performance competition they can quickly nullify it any formula success. Home page the basis for success it is exclusivity the service. But the service requires inflow and involvement clients. Ah also after attracting users necessary hold them down by lining up long-term investments and productive ones relationships. Therefore competitive advantages can be achieved by effectively usage this service. Knowing about expectations, preferences and behavior customers, you can reach your goal goals-effective management relationships with clients. To do this, you must lead with them continuous dialog and maximum use information, which is generated by at each a business contact. This can be done reach with using the following parameters: systems management relationships with clients of the CRM class (Customer Relationship management) Modern ones applications of this class allow collect, store and process information about clients, conduct marketing analysis and accounting communications, conduct multi-channel ads marketing tools campaigns, including personalized content interaction with clients, as well as perform segmentation target audience. Purpose of the master's program dissertations - develop segmentation models client side databases for support marketing strategy strategies with using the following parameters: SAP Marketing platforms. Object research diploma program the work is large retail chain a distributed network structure management, online business processes management relationships with clients, as well as methods and tools support services specified processes in the under study companies. The first Chapter dedicated theoretical prerequisites research. It is used for global data analysis trends in development trading companies, being examined management approaches marketing in retail stores networks, as well as conducted by analysis of leading companies CRM solutions for support management marketing and sales. In the second Chapter provided by research retail chain, in which it was used CRM system implemented based on the platform SAP Marketing Cloud, was conducted perform an analysis processes management relationships with clients in the area under consideration retail chain. There were also developed by functional features requirements to the CRM solution for an issue client side segmentation. In the third Chapter submitted by results developments and descriptions of the segmentation model for implementation in SAP Marketing Cloud and their integration with Calculation View in SAP HANA, General information is described information system model of the offered product CRM solutions for the study group retail chain, and also described results test cases and approbation developed by solutions. All delivered items in the study the tasks were successfully resolved.