Tuesday, December 8, 2009

Siebel Campaign Management Part-1

A campaign is a marketing tool that is used to target and motivate specific segments of your customer base to achieve a specific result. Campaigns can be stand-alone or part of a multistage program.

Elements in Stand-Alone Campaigns and Multistage Campaigns

Offer:An offer is a single proposition or message that you want to present to your current and potential customers as part of a campaign.

Treatment:A treatment is a channel-specific instance of an offer. A treatment can include details such as the HTML content, literature, delivery parameters, a call guide,and other details.

Segment:A segment defines a target set of customers or prospects. A campaign can target one or more segments.

Source code:A source code is composed of multiple codes that represent information about thecustomer, and the offer sent to the customer. You use source codes to track the customers’ responses and gauge the reaction to a campaign and its offers.

Vendor:A vendor is a company that you retain to help you with a campaign, such as a printing house, a fulfillment house, and a telemarketer.

Programs:A program is a container for organizing, designing, and executing multistage,triggered, and recurring marketing programs using new or existing campaigns, lists,and segments.

Stage:A stage is a group of campaigns that happen during a certain phase of a program.It can also contain responses and leads.

Responses: Response handling is essential in triggering follow-up stages. Whenever prospects or contacts respond to an offer treatment through any channel (by inbound email,the Web, a call center, or sales representative, and so on), their responses may be captured in detail. You can use this data to determine which contacts to pursue as opportunities.

Waves:Waves are a method of phasing the delivery of a campaign or stage over time, or for phasing the delivery of treatments over time or across vendors.

to be continued in Campaign Management Part-2

Note: This document only provides a high level overview of Siebel Campaign Management.It has been summarized from Oracle Siebel Documentation.


  1. Hi Ankit, really nice piece ....but can u bit more explain other modules of campaign management like: Plan, Design, Schedule, Approvals and execute.

    Ekta Gupta

  2. Ekta,
    It cannot be explain in one or two paragraphs, I will try to explain on the high level:
    Plan includes Expenses of campaign like Promotion, Printing, Shipping, Advertising, Branding cost.
    Goals of the campaign like # of target customers, revenue, ROI etc.
    MDF (Market Development Funds) helps partner organizations to automate the process of creating, managing, and approving market development funds.
    Activity Templates, Documents, Segments and Purchase Orders can also be used.
    Design includes Offers(explained in my post). Allocation where user has the flexibility in allocating the number of customer records to this campaign. By entering the percentage of the Allocation to be made, system will calculate and allocate those many numbers of Customers to the Campaign.
    Waves are a method of phasing the delivery of a Campaign over a time. Using Wave the user can phase the delivery of execution over any time delay (Days or hours)
    Assignment Skills uses Assignment manager for automating who will run the campaign. Then you can specify Execution options.
    Schedule is for scheduling the Waves. Approvals if any approvals are required for launching of the campaigns. Execute is to Launch the waves, Suspend the waves. It also gives you stat on the campaign.
    You can Load and Launch the campaign from Menu->Load and Launch.
    For more details, refer to Siebel Marketing user guide.