Bookshelf v7.5.2: Administering Siebel Real-Time Marketing

Administering Siebel Real-Time Marketing

Real-time marketing offers are based on new customer information received during a phone call or a Web session. For example, if a customer provides a new address during a phone call or on a Web site, the offers and the order in which offers are presented may change.

This ability to adjust offers in real time can provide several benefits. It can increase revenue by using information obtained during inbound customer communications to create cross-sell and up-sell opportunities. It can also reduce marketing costs, increase the relevance of offers, and increase the chance that customers will respond.

The following is a list of some important features of Siebel Real-Time Marketing:

Offer qualification. Siebel Marketing segments and campaigns handle offer qualification. As components of marketing programs, segments and campaigns allow for customers who meet a certain set of criteria to see a set of offers. In addition, Siebel Personalization rules can be used to limit the set of offers returned.

Offer sorting. You set rules in Siebel Personalization and allow the list of available offers to be sorted based on offer or customer attributes. By default, real-time offers are sorted in standard ASCII sort based on the offer name. In addition, targeted offers sort before non-targeted general offers. You can change the standard sort sequence and filter the records to match your business needs. Sorting and filtering methods that are available to you are based on the features you selected when you purchased Siebel Marketing. Some methods are available with basic Real-Time Marketing. If you use Siebel Analytics, you have additional sort and filter capabilities. For more information, see Setting Up Real-Time Marketing With Siebel Analytics.

Offer delivery. This can take place at any customer interaction point. One example that is preconfigured for Siebel Marketing is the Featured Offers area on the Siebel eMarketing homepage.

Based on your organization's priorities, you can use real-time marketing in the following ways:

Real-Time Marketing—Basic. You use Siebel Marketing to qualify customers for offers and configure offer content and use straightforward sorting and filtering techniques to determine which offers to display to each customer. For example, you can sort offers based on the inbound priority that you assign to each offer.

Real-Time Marketing and Analytics. You add the Siebel Analytics Server and a third-party predictive modeling application to basic real-time marketing. This allows the list of offers to be limited and sorted based on real-time behavioral predictions or scores. Both versions return a list of offers to the customer.