Siebel Marketing User Guide > Planning and Designing Marketing Campaigns >

About Siebel Campaigns

The Siebel Campaigns module is available to users with a license for Siebel Marketing or Siebel Campaigns.

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.

The Siebel Campaigns module is used by Siebel applications such as Call Center and Sales. The campaigns are the same as the campaigns that result from a campaign in the marketing application. Campaigns contain contacts and prospects, offers, activities, and other campaign execution elements.

Using Siebel Campaigns you can distribute your company's offer using television, radio, billboards, direct mail, fax, email, the Web, and phone treatments.

The campaign creation process begins with an administrator, who creates the offers and associates the offers and treatments with a campaign, and allocates segments. The administrator then adds the literature, contacts and prospects, call summary, and call guide. The administrator also determines which script, if any, is associated with the campaign and who is on the campaign team. A campaign manager may associate quotas and incentive awards with the campaign to track progress and reward performance.

The administrator can monitor the status of campaigns using the Campaign Explorer view to display the Contacts, Activities, Offers, and Literature for each campaign, and by using Campaign and Response Charts.