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Setting Up Marketing Qualified List Items
A qualified list item is an entity that is evaluated against segment criteria so that the information related to that entity can be exported in a list file. The following are categories of qualified list items:
Sometimes Marketers want to limit the list of attribute values in the list output using segmentation logic. Although this could be accomplished in many ways, some of the simpler aspects of this complex task can be accomplished using the secondary QLI feature.
- Primary qualified list item. Used in the segmentation process and the list generation process. To count a target level across segmentation catalogs, the Marketing module needs to know the name of the presentation column in each segmentation catalog that uniquely identifies the target-level ID.
For example, if the target level is Consumers, the metadata must indicate the database column that contains the Consumer ID in each catalog. When segmenting Consumers, and using a column that contains Consumer-ID information, each catalog might have a different name. The order segmentation catalog might name the column Consumer-ID and the Asset segmentation catalog might name the same column Cons-ID.
For this reason, you must identify the set of presentation columns across all the segmentation catalogs that refer to the database columns providing the ID for the Marketing Server.
Every target level needs to have a primary qualified list item. A primary qualified list item is an object that represents the target-level entity (for example, Consumer). The definition of the qualified list item has a set of presentation columns from each segmentation catalog named Qualifying Keys. Within every segmentation catalog for a target level, a presentation column that identifies the target level needs to be associated with the primary qualified list item.
When the target-level ID is not available in a segmentation catalog, then there is no column associated with the primary qualified list item. This case is handled by specifying conforming dimensions. For more information about Conforming Dimensions, see Conforming Dimensions, below. Each target level must designate a primary qualified list item. The primary qualified list item is used to tell Marketing Server which entity to requalify when pulling a list using this target level.
- Secondary qualified list item. Primarily used in the list generation process. Use secondary qualified list items to constrain the contents of a list file based on any segmentation criteria that access the underlying dimension for the object.
For example, you might create a segment targeting customers who have a leased an automobile and the lease expires in the next two months. When generating a list for a direct mail or email campaign, you want to include the customer name and the exact model name of the leased vehicle for which the lease is about to expire.
Without a secondary qualified list item, the list generation query returns all vehicles owned or leased by segments members. To make sure that, when the list gets generated, only the vehicle whose lease is expiring is listed, the list needs to be additionally qualified based on the vehicle used in the segment. The relevant segmentation catalogs that provide the vehicle information and the list catalogs that provide the list must have an additional list item declared. This list item, called the secondary qualified list item, is the set that refers to Vehicle-IDs across list and segmentation catalogs. Adding a secondary qualified list item, qualifies the list output column to be restricted by the values used in the segmentation logic.
Examples of Setting Up Qualified List Items
The following are some examples of when a secondary QLI might be necessary:
- A B2B marketer creates a segment targeting Account for which there is at least one contact at the VP level, Director Level, and CIO level. When the list output is generated for the campaign fulfillment, the marketer wants only those contacts to appear in the list as were specified using the job titles in the segmentation logic, for example, VP, Director, and CIO. If secondary QLI feature is not used then all the contacts for the segmented Accounts are listed.
- A B2C marketer at an automobile company wants to target customers who have leased a vehicle for which the lease expires soon. When generating the list for campaign fulfillment, the marketer wants to personalize the message to include the type of leased vehicle and the lease that is expiring. The secondary QLI feature limits the list to only those vehicles. If the feature is not used, then all vehicles that are owned or leased are listed.
- A B2C marketer at a financial services company wants to target customers whose portfolio value dropped by more than a specific amount and wants to offer financial consultation. As such the marketer wants to personalize the message by including only the specific portfolio account that was used in the segmentation logic. By using the secondary QLI feature the marketer can limit the list output to only the specific portfolio account and not all the accounts that the customer owns.
Setting Up Qualified List Items
These instructions assume that you have created the business model and the subject areas for the list catalogs.
NOTE: Another technique that achieves the same results as setting up qualified list items is using filters in the List output catalog report in Siebel Answers. An advantage of using this alternate technique is that it might be faster and does not require Marketing metadata setup. A disadvantage of using this alternate technique is that too many list format reports might be generated.
- Open the appropriate repository and from the Manage menu, select Marketing.
- In the Marketing Metadata dialog box, in the left pane, select Qualified List Item and perform the following steps:
- In the right pane, right-click and select New Qualified List Item.
- In the Qualified List Item dialog box, in the General tab, type the name of the secondary QLI and click OK.
NOTE: Generating secondary QLIs can be an expensive database operation. Therefore, secondary QLIs can also be cached. Use the Cache information tab to specify this cache. For every secondary QLI a different cache table needs to be created. These tables must be mapped in a manner similar to other cache tables.
- In the left pane, select Target Levels.
- In the right pane, double-click a target level and perform the following steps:
- In the Target Level dialog box, click the Segmentation Catalog Tab.
- In the Catalog Name list, double-click the name of the presentation catalog that contains the superset of the secondary QLI.
For example, if Products needs to be qualified, then it is important to know if other products such as Ordered Products or Serviced Products need to be qualified.
- In the Segmentation Catalog dialog box, click Add.
- In the Qualifying Key dialog box, in the Qualified List Item field, click Browse and select the QLI that you created in Step 2.
- In the Qualifying Key dialog box, in the Column field, specify the presentation column such as Product ID that provide the QLI information and click OK three times.
- In the Marketing Metadata dialog box, in the left pane, select List Catalog and perform the following steps:
- In the right pane, right-click and add the presentation catalogs to participate in list generation.
- For each list catalog used for a secondary QLI, double-click the list catalog and add the secondary QLI that you created.
- Click OK.
- In the Marketing Metadata dialog box, from the Action menu, select Check Marketing Metadata Consistency.
If you modified the repository online, check-in your changes, save, Check Global consistency and exit.
- Test the QLI function by using the Marketing module user interface features.
For more information, see Siebel Marketing User Guide or online help screens in the Marketing Module user interface.