Table 3. Siebel Marketing and Siebel Campaigns Terms
Element
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Definition
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Allocation
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The process of specifying how many customers and prospects should be assigned to each campaign and wave within a program stage. You use allocation to divide a segment into subsets of people that you assign to campaign offers. Members of many segments may be assigned to a single campaign, or members of one segment may be assigned to multiple campaigns.
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Campaign
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One instance of an executed campaign plan. A campaign is one or more offers presented to a group of individuals to foster the relationship between the company and the individual. A campaign may offer a special deal on a new product, may promote accessories or options for a previous purchase, or may follow up on an offer delivered in a previous step of the customer dialogue.
Prior to the 7.5 release, this was called a campaign occurrence.
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Campaign Plan
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A template for a campaign that can be applied any number of times for a launch.
Prior to the 7.5 release, this was called a campaign in the Siebel Marketing application.
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Filter
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A set of criteria intended to exclude specified customers or prospects from a marketing program.
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Forecast
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Forecasts are financial predictions developed for each campaign plan. Forecast results are derived from a set of segments, lists, response rates, cost inputs, and revenue. Forecasts are also aggregated to programs and marketing plans to allow higher level analysis. Prior to the 7.5 release, this was called Financial Modeler.
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Load Campaign
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The process of physically assigning customers or prospects to a campaign by creating records within the Siebel database campaign tables.
Prior to the 7.5 release, this was called Campaign Population.
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Marketing Plan
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A high-level business plan combining any number of programs, events, and stand-alone campaigns.
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Offer
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A marketing message in a campaign intended for the targeted customers. It can contain information about products, services, prices, or any other information.
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Output File Layouts
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Determines the information that appears in a generated list of contacts. The output file layout might be as complex as a full mailing address, or as uncomplicated as an email address.
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Output Lists
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Contain the names and contact information for individuals that qualified for each campaign. Lists are generated from information gathered when you generate a snapshot. The contents of the list are defined by the output file layout assigned to the list.
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Program
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An instance of an executed program plan. A marketing program is a collection of campaigns that target multiple segments over multiple stages. It contains segments, campaigns, and lists with a similar theme, goal, or economic purpose. A program can have multiple segments, each with multiple campaigns and offers.
Prior to the 7.5 release, this was called a Program Occurrence.
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Program Plan
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A template for a Program that can be applied any number of times for execution.
Prior to the 7.5 release, this was called a Program.
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Response
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The customer or prospect's reaction to a specific offer as part of a specific campaign. May be a positive such as Respondent Purchased or a negative response such as Not Interested.
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Results
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The actual results of a marketing campaign based on customer counts, response rates, revenues, and expenses.
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Segment
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A set of target customers or prospects for a given marketing program. Typically defined as a set of selection criteria that can be reapplied to a source database.
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Snapshot
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A binary file that collects the information necessary to support the segments, output lists, source code formats, and campaign load mappings for a marketing program. Siebel Marketing builds the snapshot by querying your source database, and obtaining the counts for each segment before allocating segments to campaigns and offers.
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Source Codes
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An alphanumeric value assigned to each campaign contact and prospect for tracking purposes. The source code format is defined by source code components from the program, segment, campaign, or wave in which the campaign contact was targeted.
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Stage Plan
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Each program plan may have multiple stage plans, which define the steps in a customer dialogue and define how responses are managed.
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Suppressions
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Records that should be excluded from a campaign, such as customers with Do Not Solicit flags.
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Wave
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Waves separate a campaign contact list into sections divided by time or vendor. For example, a campaign might be distributed into multiple waves to avoid overloading an inbound call centers. Some companies launch a campaign with a small wave, around 5% of the entire distribution, to check that their processes (outbound mailing, order entry, order delivery, response tracking, and so on) are working as expected.
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