Bookshelf v8.0: About Campaigns

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. Stand-alone campaigns include the elements listed in Table 2.

Table 2. Elements in Stand-Alone Campaigns and Multistage Campaigns
Element	Description
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. To present an offer through a specific channel or medium using a specific piece of collateral, you create a treatment for that offer. An offer can have multiple treatments, such as an email treatment and a phone treatment, and an offer can have multiple versions of treatments for the same channel. You can create different treatments to communicate an offer in different campaigns, but the campaign is a one-time instance of the treatment presented to a customer at a certain point in time. For more information, see Creating and Using Offers and Treatments.
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. A campaign can use one or more treatments. For a simple campaign, you may have only a single list or segment and a single treatment. In other campaigns, you might use multiple treatments by associating multiple lists or segments and then allocating which treatments each list and segment receives. For more information, see Creating and Using Offers and Treatments.
Segment	A segment defines a target set of customers or prospects. A campaign can target one or more segments. For more information, see Marketing Segments and Segment Trees.
Source code	A source code is composed of multiple codes that represent information about the customer, 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. An administrator creates the source code definitions for you. For more information, see Siebel Marketing Installation and Administration Guide.
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. An administrator enters the vendor information for you. For more information, see Siebel Marketing Installation and Administration Guide.

A stand-alone campaign is a campaign that is set up independently of other campaigns. The outbound treatments for the campaign would all be launched at the same time. If you want to combine multiple campaigns into a larger process, you can create a program. Programs have one or more stages so that you can schedule some campaigns in parallel to or as follow-ups to another campaign. For more information, see About Multistage Programs.

Table 3. Terminology used in Marketing Programs
Element	Description
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. 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. For more information, see Designing Marketing Programs.
Stage	A stage is a group of campaigns that happen during a certain phase of a program. For example, you might have a two-stage program where stage 1 has campaigns to generate demand and stage 2 has another campaign to convert responders from the previous stage into 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. For more information, see About Using Response Management.
Waves	Waves are a method of phasing the delivery of a campaign or stage over time. For example, you want to extend an offer to millions of customers, but do not want to add more inbound call center staff to handle the load. Using waves, you can phase the delivery of treatments over any time delay (in hours or days) you need. For more information, see Setting Up Waves for Campaign Loads.