Bookshelf v7.5.3: Creating Customer Hierarchies and Adding Targeting Levels

Siebel Marketing Guide > External Data Mapping >

Creating Customer Hierarchies and Adding Targeting Levels

Each targeting level of a customer hierarchy corresponds to a unique identifier in the database that identifies each entity. These unique identifiers are referred to as keys. Keys are the basis on which the data will be sorted for aggregation and retrieval.

For example, a marketing manager for an energy company may want data at the household targeting level. The household may have gas, electric, or oil accounts, but for its upsell marketing campaign, the manager decides to combine a number of offers in one direct mail campaign, targeted at the head of a household. Unique identifiers might include Household ID, Account ID, and Individual ID (for the head of household).

Depending on the available data, the manager might attempt to map to certain tables and fields to help identify the head of household contact. These fields might include:

Number of years the account has been in existence (Example: YEARS_ACCT)

The contact's title (Example: TITLE)

The contact's gender (Example: GENDER)

Which account within the household was the first to be established (Example: LOWEST_ROW_ID or lowest BASE_ROW_ID)

You can set a customer hierarchy and targeting level as default values for the application. If you do this, and then create a new source code format, new campaign load mapping, new output file layout, new segment, or new program, the Customer Hierarchy and Targeting Level fields in these new records will be populated with the default customer hierarchy, and default targeting level.

To create customer hierarchies and add targeting levels, perform the following tasks:

Creating Customer Hierarchies

Adding Targeting Levels to a Customer Hierarchy

Siebel Marketing Guide
Published: 23 June 2003