Continuing from Part-1...
Before Using Campaign management, one should have a clear understanding of the elements used. One must also know the difference among them.
Campaign, Offers and Treatment
Typically each campaign has a single offer, but you can associate multiple treatments with that offer.
Offers can be reused in many campaigns, but the campaign is a one-time instance of the offer presented to a customer at a certain point in time.
A treatment is a channel-specific instance of an offer.You create a treatment for every channel, such as email or direct mail, through which you want to deliver the offer.
A campaign is the initiative in which you convey a marketing message to one or more groups of people. Typically, campaigns deliver a promotional offer to retain current customers or to acquire new customers across channels of communication. For example, you may launch a phone campaign that invites contacts to sign up for a special promotion or deliver a direct mail campaign that provides a sample of a new product and a coupon offer to existing customers.
The goal of a marketing campaign is to create an opportunity that ultimately results in a sale, brand recognition, or some other type of response. Marketers use both direct and indirect campaigns to achieve these objectives.
Direct campaigns target individuals using multichannel approaches such as email and telephone. Contacts for the campaign are derived by applying segmentation criteria against a database of customer information and generating a list or by purchasing or renting a list of prospects.Multiple campaigns can use the same segment criteria.
Indirect campaigns target indeterminate groups of people whose general characteristics you may know, but whose exact composition you do not know. Examples of indirect campaigns are those that use television, radio, print ads, or other forms of media for delivery of the message. An indirect campaign is associated with a marketing program’s stage rather than with a specific segment or list.
Siebel Campaigns use Response Management. Whenever prospects or contacts respond to an offer through any channel (by inbound email, the Web, a call center, or sales representative), their responses may be captured in detail using the Responses screen. Using Response views, you can determine which contacts to pursue as opportunities.
Siebel Campaigns use List Management to create and manage lists of contacts and prospects within your applications for use in marketing campaigns. A list is defined as a grouping of contact or prospect records in the Siebel database.
Difference between contact and Prospects
Contacts are customers already in the Siebel database. Prospects are potential customers that have yet to be screened, qualified, and promoted to contacts. By using this distinction, List Management can eliminate prospects that do not qualify for promotion to contacts.
A program is a multistep dialogue in which you can set up a series of communications to your customers and prospects. In the Programs screen, you can use the graphical drag-and-drop Program Flow view or the Program Explorer view to design and execute multistage, triggered, and recurring marketing programs using new or existing campaigns, lists, and segments.
You can establish multiple stages for a marketing program. Each stage can have multiple campaigns, lists, segments, and segment trees. Subsequent stages can be based on a customer response or any other event. For example, a visit by a sales person to a premium customer may trigger a follow-up email to that customer for the selected product.
Note: This document only provides a high level overview of Siebel Campaign Management.It has been summarized from Oracle Siebel Documentation.
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