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Siebel Analytics Marketing Business Scenario

This scenario is an example of a process flow performed by several employees in an organization's marketing department during the course of running and planning various marketing campaigns. Your organization may have a different process.

Marketing Manager

A marketing manager logs in to Siebel Marketing Analytics every day and accesses the Campaign Performance dashboard. Here, the manager studies the performance of all active programs run by the department.

First, the manager examines the Program Summary report to view information about the overall performance of a specific program. The report shows a lower-than-expected response rate. To see which segments are experiencing poor response, the manager views the Segments tab. The data shows that the Gold customer segment has not been responding well to the offer of a free warranty. The manager decides to target a sample of the Gold customer segment with a different product offering.

The manager runs the Campaign Scorecard report. This generates scorecards for the marketing programs that ran in the previous quarter. The report acts as a focal point for return on investment (ROI). The manager, and others in the organization, use this information to monitor campaign performance and to justify the marketing budget.

On the Product dashboard, the manager observes that most customers in the Gold customer segment have purchased a particular brand of high-end server. The Product Propensity report shows that customers who own the high-end server usually own a specific software backup package and a storage server.

To determine which of these products to promote to the Gold customer segment, the manager views the Next Product Purchased report. The report shows that most customers who purchased the high-end server also purchased the storage server. The manager uses Siebel Answers to construct a report that returns the number of customers who own the high-end server but do not own the storage server.

The manager gathers information from the reports in the Interaction tab, and metrics from the Customers and Consumer subject areas. The manager then applies several enterprise contact-planning rules to determine the number of customers that can be targeted with an upsell message for the storage server.

Finally, the manager accesses the Siebel Marketing application and uses the Financial Modeler to model the potential ROI in an upsell campaign. The manager then submits the upsell campaign to the marketing vice president for approval.

Marketing Vice President

The marketing vice president logs in to Siebel Marketing Analytics to view information about the various marketing programs that are running in the current quarter. The Program Summary report shows the amount of revenue that these programs are contributing to the organization's bottom line.

The vice president then accesses the Spending tab to investigate the distribution of dollars spent. This information is available by categories, such as customer attributes, region, various campaign types, and marketing divisions.

Next, the vice president accesses the Highlights tab to obtain current information about which product lines, partner programs, customer segments, and specific accounts are doing well. Finally, the vice president checks the Challenges tab, which contains reports showing information about competitive opportunities. The information from these tabs helps the manager and the vice president to design marketing programs that support the sales force by building a healthy pipeline.


 Siebel Analytics User Guide 
 Published: 18 April 2003