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Oracle Marketing Implementation Guide
Release 12.1
Part Number E13578-05
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Implementing and Administering Campaigns

This chapter covers the following topics:

Campaigns Overview

Implementing Campaigns is slightly different than administering campaigns. Implementation tasks are considered one time setups. Administrative tasks, on the other hand, are ongoing and may require updates on a frequent basis.

This section includes tasks for implementing Oracle Marketing Campaigns. Procedures listed below relate to setting up functionality existing outside the Campaign Workbench.

To implement Campaigns, see:

Implementing Campaign Users

In Oracle Marketing, a user's ability to perform certain functions depends on the associated responsibilities attached to the user. Depending on job function and related day-to-day tasks, assign one or both of the following responsibilities to your users:

Marketing User Responsibility

This responsibility has the following visibility and privileges:

Marketing Administrator Responsibility

This responsibility has the following visibility and privileges:

The Marketing Administrator, at each site is required to manually update the custom menu structures to include the new functions provided in the application.

Updating and Verifying Lookups for Campaigns

As mandated by your business requirements, verify or update the following lookups.

Campaign System Lookups
Lookup Key Value Meaning
AMS_ACCESS_TYPE GROUP Group
AMS_CAMPAIGN_STATUS ACTIVE
ARCHIVED
AVAILABLE
CANCELLED
CLOSED
COMPLETED
DENIED_BA
DENIED_TA
NEW
ON_HOLD
PLANNING
SUBMITTED_BA
SUBMITTED_TA
Active
Archived
Available
Cancelled
Closed
Completed
Denied Budget Approval
Denied Concept Approval
New
On hold
Planning
Submitted - Budget Approval
Submitted - Concept Approval
AMS_CAMPAIGN_SCHEDULE_STATUS ACTIVE
ARCHIVED
AVAILABLE
CANCELLED
CLOSED
COMPLETED
DENIED_BA
NEW
ON_HOLD
SUBMITTED_BA
Active
Archived
Available
Cancelled
Closed
Completed
Budget Rejected
New
Active Locked
Pending Budget Approval
SUBMITTED_BA, SUBMITTED_TA Active
Archived
Available
Cancelled
Closed
Completed
Denied_BA
Denied_TA
New
On_Hold
Planning
Submitted_Budget Approval
Submitted_Theme Approval
Active
Archived
Available
Cancelled
Closed
Completed
Denied Budget Approval
Denied Theme Approval
New
Active, but locked
Planned
Submitted for Budget Approval
Submitted for Theme Approval
AMS_ CAMPAIGN_PURPOSE Awareness
Lead
Lead_ Maturation
Sales_ Readiness
Awareness
Lead Generation
Lead Maturation
Sales Readiness
AMS_ CONTACT_ POINT_TYPE Address
Email
Fax
Inbound_ script
Outbound_ script
Phone
Website
Proposal
Address
Email
Fax
Inbound Script
Outbound Script
Phone
Website
Proposal
AMS_ MASTER_ OBJECT_ TYPE Camp
CSCH
EONE
EVEH
Campaign
Campaign Activity
One-Off Event
Event
AMS_ MEDIA_ TYPE Broadcast
Deal
Direct_Marketing
Events
Internet
In_Store
Public_Relations
Trade_Promotion
Direct_Sales
Advertising
Deal
Direct Marketing
Events
Web Marketing
In Store
Press and Analyst Relations
Trade Promotions
Sales
AMS_ PRIORITY Fast_Track
High
Standard
Fast Track
High
Standard
AMS_ PROGRAM_ OBJECTIVE User Defined  
AMS_ PROGRAM_ STATUS Active
Archived
Cancelled
Completed
New
On_Hold
Active
Archived
Cancelled
Completed
New
Active, but locked
AMS_ ROLLUP_ TYPE Coll
Deal
ECAM
EVCAM
Partner
RCAM
TRDP
Collection
Deal
Campaign
Event Promotions
Partner
Program
Trade Promotion
AMS_ SCHEDULE_ OBJECTIVE User Defined User Defined
AMS_ TRIGGER_ CHK_ METRIC_ TYPE Actual
Forecast
Actual Value
Forecast Value
AMS_ TRIGGER_ CHK_TYPE DIWB
Metric
Static_Value
Workbook
Metric
Static Value
AMS_ TRIGGER_ FREQUENCY_TYPE Daily
Hourly
Monthly
None
Quarterly
Weekly
Yearly
The frequency of trigger checking
AMS_ TRIGGER_ TYPE Metric_Metric
Metric_Value
Metric_ Workbook
Metric to Metric type trigger
Metric to Value type trigger
Metric to Workbook type trigger
AMS_CAMP_ RELATED_ EVENT EONE
EVEH
EVEO
One-Off Event
Event
Event Schedule

Running Concurrent Programs for Campaigns

Run the following concurrent programs for campaigns:

Campaign Concurrent Programs
Concurrent Program Required Description
AMS: Complete Campaign Activities Optional This program picks up active activities with an end date of today (or, an end date that has passed) and sets the status to Completed.

Implementing Templates

You can create campaigns and activities using seeded templates in the application. Oracle Marketing allows you to use seeded templates or create custom templates to suit your requirements. You need to perform this activity before creating a campaign or activity. The Campaign template provides a prebuilt framework for the end user to quickly and accurately create campaign activities.

Note: Once you create a template, do not change the active campaign or activity templates.

Campaign Templates

The Campaign template provides a prebuilt framework for the end user to quickly and accurately create campaigns. You can log in as the Oracle Marketing Administrator and view the existing campaign templates as a summary list. These templates are associated with one or more campaigns, depending on how you created the template.

Activity Templates

Oracle Marketing ships with one seeded activity template for each outbound channel.

Attributes of an Activity template are:

As the administrator, you can create customized activity templates to suit specific business needs. A customized activity template is an extension of a seeded template. As such, a customized template inherits the following:

The following templates are seeded:

Seeded Sales Activity Templatesactivity templatessales campaigntemplatessales campaign activity
Attribute Seeded Value
Outbound Channel Sales
Activity Purposes Cross-sell, Up-sell
Default List Templates (by activity purpose) All list templates associated cross sell and up sell
Default List Template Default List templates for Sales Activity Template:
  • Cross-sell: Used to cross-sell to businesses based on existing install base.

  • Up-sell: Used to up sell to businesses based on existing install base.

    The Default List Templates includes territory as the first mandatory data filter. If desired, the end user may choose another list template that is not based on Territory.

Available Mid-tabs Required mid-tabs:
  • Offering (products and offers)

  • Target Group (segmentation rules)


Optional mid-tabs:
  • Partners

  • Collateral, Scripts, Proposal Templates Collaboration:

  • Tracking

Fulfillment Direct Sales
Generates leads for all the list entries. The Leads Channel Selection engine should channel these leads to Direct Sales Channel, and specific Territories if applicable.
Seeded Direct Marketing Activity Templatesactivity templatesdirect marketingtemplatesdirect marketing activity
Attribute Seeded Value
Outbound Channel Email, Fax, Print
Activity Purposes Cross- Sell, Up-Sell, Customer Retention, Customer Acquisition, Lead Maturation
Default List Templates (by activity purpose) Default List templates for Direct Marketing:
  • Cross-sell: Used to cross-sell to businesses based on existing install base.

  • Up-sell: Used to up sell to businesses based on existing install base.

  • Customer Retention: Includes, default based on customer data source.

  • Customer Acquisition: Includes default sample third party data source.

  • Lead Maturation: Mature Leads based on low grade Leads.

Available Mid-tabs Required Mid-tabs:
  • Offering

  • Target Group

  • Outbound Collateral


Optional Mid-tabs:
  • Partners

  • Supporting Collateral, and Scripts, for Collaboration

  • Tracking (Includes Costs, Revenues and Metrics)

Fulfillment Associated Outbound Channel (email, fax, print)
Seeded Web Activity Templatesactivity templatesweb advertisementtemplatesweb advertisement activity
Attribute Seeded Value
Outbound Channel Indirect Marketing Channel, Web
Activity Purposes Customer Retention, Customer Acquisition
Default List Templates (by activity purpose) For all Advertising channels, the user can choose marketing mediums at the Template level.
Default List Template N/A
Available Mid-tabs Required Mid-tabs
  • Offering

  • Collateral


Optional Mid-tabs
  • Partners

  • Target Group: Although optional, there could be an intended audience for Advertisement and Web

  • Supporting Collateral, and Scripts for Collaboration

  • Tracking

Fulfillment Associated Indirect Marketing Channel. For Web, the eMerchandising Engine handles fulfillment.
Seeded Telemarketing Activity Templateactivity templatestelemarketing campaigntemplatestelemarketing campaign activity
Attribute Seeded Value
Outbound Channel Direct Marketing
Activity Purposes Cross-sell, Up-sell, Customer Acquisition, Customer Retention, Lead Maturation
Default List Templates (by activity purpose) Default List templates for Direct Marketing:
  • Cross-sell: Used to cross-sell to businesses based on existing install base.

  • Up-sell: Used to up sell to businesses based on existing install base.

  • Customer Retention: Includes, default based on customer data source.

  • Customer Acquisition: Includes default sample third party data source.

  • Lead Maturation: Mature Leads based on low grade Leads.

Default List Template N/A
Available Mid-tabs
  • Offering

  • Collateral

  • Target Accounts

  • Collaboration

  • Partners

  • Tracking

  • Additional Information

Fulfillment Associated Outbound Channel
Seeded Web Offer Activity Templateactivity templatesweb offertemplatesweb offer activity
Attribute Seeded Value
Outbound Channel Web Marketing
Activity Purposes Cross-sell, Up-sell, Customer Acquisition, Customer Retention, Lead Maturation
Default List Template N/A
Available Mid-tabs
  • Offering

  • Web Planner

  • Target Accounts

  • Partners

  • Tracking

  • Additional Information

Fulfillment Associated Outbound Channel
Seeded Web Dynamic Recommendation Activity Templateactivity templatesweb dynamic recommendationtemplatesweb dynamic recommendation activity
Attribute Seeded Value
Outbound Channel Web Marketing
Activity Purposes Cross-sell, Up-sell, Customer Acquisition, Customer Retention, Lead Maturation
Default List Template N/A
Available Mid-tabs
  • Offering

  • Web Planner

  • Target Accounts

  • Partners

  • Tracking

  • Additional Information

Fulfillment Associated Outbound Channel

Creating Campaign Templates

You can create a campaign template and use the same template to create campaigns for your marketing initiatives.

You can edit or modify existing templates by clicking any template on the Campaign Template Details page. Log in as an Oracle Marketing Administrator to create a Campaign Template.

Navigation: Administration > Marketing > Initiatives Templates > Campaign Templates > Create

Notes

The following types of campaigns are seeded:

Once you create a template you can view the template details on the Campaign Template Details page or on the Campaign Workbench, through the Campaign Dashboard on the home page.

Creating Custom Activity Templates

If the seeded activity templates do not meet your business requirements you can create your own. A custom template inherits all seeded base template associations including the outbound channel, sub-tabs, bins allowed, possible activity purposes and default list template for each activity purpose.

To create a custom activity template, login as a user who has the Oracle Marketing Super User responsibility.

Navigation: Administration > Marketing > Initiatives Templates > Activity Templates > Create

Notes

Note: For existing seeded and custom activity templates, to configure the Partners mid-tab functionality, navigate to the Activity Template Details page and enable the Partners mid-tab component.

Note: To enable marketers to associate Landing Page URLs to existing advertising and other indirect channel activities, navigate to the Activity Template Details page and enable the Collateral mid-tab component.

Note: You can also navigate to the Create Activity Template page from the Admin link on the Campaign Workbench. Click Campaign Dashboard on the home page to navigate to the workbench.

Implementing Channels and Marketing Mediums

Marketing Mediums relate to a specific channel used to execute a Campaign Activity. Therefore, they differ by activity. Certain execution channels, such as Oracle Advanced Outbound, require particular Marketing Mediums to be selected for a Campaign Activity.

For example, a Valentine's Day direct mail Campaign has a primary Campaign Activity. The Campaign Activity includes a channel category of Direct Marketing, a channel of Direct Mail, and a Marketing Medium of Direct Mail house. In this example, the Direct Mail house is the chosen execution strategy for this Campaign. In other words, the Valentine's Day Campaign will be executed through the mail.

Use the following procedures to create Channels and Marketing Mediums used in Campaigns.

Process Flow for Creating Channels

The following flow describes the process for creating a Channel.

  1. Determine the channel and channel category

  2. Determine the Marketing Media for the Channels.

  3. Create the Channel. This task is performed by the Oracle Marketing Administrator.

Navigation: Administration > Marketing > Initiatives Setup > Channels > Create

Notes

When you create a campaign activity, you can associate the following seeded channel categories to outbound collateral content - Advertising, In-Store, and Press and Analyst Relations. However, Sales and Telemarketing cannot be associated to the outbound collateral content. For more information on content types, see Creating and Managing Content Types.

For more information about performing the user tasks see the Oracle Marketing User Guide.

Process Flow for Creating Marketing Mediums

The following flow describes the process for creating a marketing medium.

  1. Determine Business requirements for Marketing Mediums.

  2. Create Marketing Medium. This task is performed by the Oracle Marketing Administrator.

  3. Attach marketing medium to the channel which will be used to create the campaign activity.

  4. Create a Campaign. This task is performed by a marketer or user.

  5. Create Campaign Activity. This task is performed by a marketer or user.

  6. Include Marketing Medium as part of the Campaign Activity. This task is performed by a marketer or user.

For example, assume that a Campaign “Valentine's Day Direct Mail” has been created. To accompany this Campaign, a Campaign Activity with the following attributes exists:

In this example, the Marketing Medium (Direct Mail house) is used as the execution channel for the Campaign (Valentine's Direct Mail).

For more information about performing the user tasks see the Oracle Marketing User Guide.

Navigation: Administration > Marketing > Initiatives Setup > Marketing Media > Create

Notes

Implementing Approval Rules

Approvals can be used for all objects created within the Oracle Marketing application. It is possible to specify a business unit on an approval rule for a campaign activity, however the business unit does not appear on the campaign activity. Although not visible, the business unit is inherited from the campaign. In other words, approval rules for campaign activities use the business unit from the campaign (if specified).

For core Marketing, approval rules can be created on the following marketing objects:

Overview of Approval Rules

The following is a list of terms and concepts for approval rules:

Concept Approval

Done prior to approving finances for Campaigns and Events. This approval is not required for the other objects.

Budget Line Approval

The method in which the money or expense associated with an ‘Object' is approved. The requirement of 'Budget Line' approval for any Object is based on the 'Custom Setup' used for creating the Object. This approval is guided by the Budget category used while creating the Budget.

Budget Approval

The final approval for an ‘Object'. This happens after the 'Theme' and 'Budget Line' approvals are met. The execution of this approval depends on the Budget 'Cutoff Percentage' being met. See Profile Option, AMS Cutoff Percentage for Approval.

Budget Request Approval

Type of approval is related to the Budget Transfers. Budget transfers are used to transfer funds between two Budgets. This approval is guided by the Budget category used while creating the Budget which the funds are being sourced from. Note: Child Budget creation is also similar to the Budget request approval.

Root Budget Approval

When a Budget is created in the Application, It cannot go 'Active' and be used by other objects without going through the ‘Root Budget Approval'. Any Budget without a parent is a 'Root Budget'.

Understanding the Approval Process

If the Custom Setup selected for the marketing object requires both theme and Budget approval, the approval process will proceed in the following manner.

  1. When the user changes the object's status from Planned to Active, the object goes through Budget Line approval.

  2. Upon the next running of the concurrent process, the Budget Line approval is sent to an approver based on Approval Rules. At this time the object's status goes to Pending Budget Approval.

  3. Once the threshold limit is reached, based on the AMS Cutoff Percentage for Approval, the Budget approval is sent automatically. It does not require a concurrent process. At this time the object's status is still at Pending Budget Approval.

  4. The Budget approval is sent to an approver based on Approval Rules. Depending on the approval, the object's status will go to Active or Rejected.

Note: For Campaigns and Events, the user first needs to go through the Concept Approval, and then move on to the Budget Approval. A campaign cannot be submitted for approval unless the requested budget amount is approved. This amount should be of a specific percentage of the initial budget estimate as specified in the profile AMS: Cut off Percentage for Approvals. If this condition is not met then the status of the campaign remains as Pending Budget Approval. All the other campaign details remain unchanged and a notification about the status is sent to the user.

Implementing Mandatory Rules

Mandatory Rules enable a company to control data entry by mandating that certain fields be entered on specific screens. In other words, rules can be created to make certain data fields mandatory. Certain values in the selected columns are seeded and cannot be changed or modified.

For example, when creating an Event, on the Event Details page, Program is not a mandatory field by default. Seeded, it is an optional field. If your business requirements mandate that users must select a value for this, then you can create a mandatory rule to enforce this business rule.

Navigation: Administration > Marketing > General > Mandatory Rule

Notes

Verify the rule by opening an existing campaign and navigating to the details page. Observe that the field you moved from the Available Fields column to the Selected Fields column is now marked as mandatory.

Implementing Locking Rules

Locking Rules are a way for companies to control data entry by disallowing updates to certain data at certain statuses. For example, if a marketer is not supposed to be able to update the Start and End dates of a particular campaign, the fields can be locked for this user. In this case, when the user navigates to the Campaign Details page, the Start and End dates will not be updatable.

By design, locking rules are ignored for the Oracle Marketing Admin User. In other words, when an Oracle Marketing Admin User is logged in, the fields which are supposed to be locked are updatable. An Admin user is a part of the resource group set through the profile AMS: Admin Group. If the user is not logged in as the Oracle Marketing Admin User, the fields will display according to the locking rules defined.

Navigation: Administration > Marketing > Initiatives Setup > Locking Rules

Notes

To verify the rule, log into Oracle Marketing as a user without the Admin user responsibility. Open an existing campaign and navigate to the details page. Observe that the field you moved from the Available Fields column to the Selected Fields column is now locked and cannot be edited.

Implementing Categories

Categories are used to group objects. They can be used as selection and search criteria to locate objects. For some objects, categories can be used to impose a business rule. Categories can be used in the following marketing functional areas:

To understand and implement Categories see the following sections:

Deliverable Categories

Categories are used by Deliverables to group items together. While creating a Deliverable it is mandatory to choose the category to which it belongs. Examples of Deliverable categories are:

You can create sub-categories to further define Deliverables. For example, you can define greetings or confirmation as sub categories under the e-mail category. Email is a special category of Deliverables. These will be used by Campaign Activities to send as e-mail when attached through the e-mail content screen in Campaign Activities.

Events Categories

Categories are used with Events to group or categorize them. Examples of Event categories are educational Events or partnered Events.

Metrics Categories

Category is used by metrics to classify the metrics. You can have different categories of metrics such as cost, revenue, leads or opportunities. When you create a rollup or summary metrics, the system ensures that the metric rolls up or is summarized to the metrics of the same category.

Budgets Categories

Budgets use categories to integrate to Oracle General Ledger. Budget categories can also be used to verify Budget eligibility for Campaign Activities.

Approval Rules and Categories

Approval rules for Deliverables can be linked to Deliverable categories. Approval rule for Budgets can be linked to Budget categories. This means that all Budgets falling within that category would use that particular rule for approval when drawing money from those Budgets.

Setting Up Deliverable Categories for Custom Setups

Custom setups for Deliverables can be created for using Deliverable categories. Therefore, all deliverables using that category will use the custom setup created for the category attached.

To create a Deliverable for a custom setup, you need to:

Creating a Category Notes

Verifying a Category Notes

Implementing User Statuses

System statuses drive certain behaviors of Marketing objects. User statuses, on the other hand, can be created on top of system statuses. User statuses do not drive behavior, but can be used for the purpose of classification. By setting a User Status, you can configure the values of the object's “status” field. This improves usability and analysis of objects within the application.

For example, a Campaign can have a system status - cancelled. The seeded user status for Campaign with a cancelled status is cancelled. This means that when a Campaign's status moves to cancelled, the user interface status field reflects the value "Cancelled".

The system status can be extended using user Status to enhance the analysis and reporting functionality. One such method would be to add a cancellation reason to the cancelled status.

For example:

Seeded User Statuses

All enabled user statuses are available in the Campaign Status LOV. Seeded user status values are marked Enabled and Default. This means that the system status value will show up for objects as the default value. System status values cannot be disabled.

New user status values can be created. Once a new user status is created for a combination of activity and status and marked enabled, the seeded system status value automatically looses its default flag. There cannot be two default user statuses for given combination of activity and status.

Creating User Statuses

Multiple Users Statuses may be created and enabled for a particular System Status. All functionality and rules associated with the system status will be applicable for the user status created for that combination.

Navigation: Administration > Marketing > General > User Status > Create

Notes

Implementing Geographic Areas

Geographies are created in two sections. First the Geographic Location Types are created and then Geographic Areas are created. Each Geographic Area has a Geographic Location Type associated with it. Run the Concurrent Manager Program, Load Geographic Hierarchies, any time Geography is modified.

Navigation:

Notes

Implementing Marketing Source Codes

Source codes are unique identifiers for the following marketing objects:

Source codes play an important role in marketing because the customer, most often, interacts with the application using a source code. Source codes are stored with orders to track the effectiveness of an Event, Campaign, or Offer.

Source Code Construction

Source codes are constructed using various components. The maximum number of characters in a source code is 30. The Geography Code comes from the geographic area code entered in Geography. The source code may contain any of the following components:

Campaign Activities can copy source code from campaigns or can have their own source code. If the source code is created for activities, it will be the parent campaign's source code and sequence number of the activity.

Source Code Schema

Each marketing object has a column referencing the source code. This source code is unique throughout the application. Given a source code, it can be traced back to its marketing object by looking at the AMS_SOURCE_CODES table.

Source Code Schema Reference
Table Object ID Fields Source Code Fields
AMS_CAMPAIGNS_VL CAMPAIGN_ID source_code
AMS_CAMPAIGN_SCHEDULES_VL SCHEDULE_ID source_code
AMS_EVENT_HEADERS_VL EVENT_HEADER_ID source_code
AMS_EVENT_OFFERS_VL EVENT_OFFER_ID source_code
AMS_OFFERS_VL OFFER_ID
QP_LIST_HEADER_ID
offer_code
AMS_SOURCE_CODES SOURCE_CODE_ID source_code
arc_source_code_for
source_code_for_id
related_source_code
related_source_object
related_source_id

The following table shows definitions for the AMS_SOURCE_CODE table:

AMS_SOURCE_CODE Table Definitions
Column Name Field Type Description
SOURCE_CODE_ID NUMBER Unique identifier for the source code table
SOURCE_CODE VARCHAR2(30) Unique identifier for all the marketing objects. Source codes are communicated to the customers.
SOURCE_CODE_FOR_ID NUMBER FK to the marketing object to which the source code points to.
ARC_SOURCE_CODE_FOR VARCHAR2(30) Four letter code that points to a marketing object (EVEH = Event headers, EVEO = Event Schedules, EONE = One-Off Events, CAMP = Campaigns, CSCH = Campaign Activities, OFFR = Offers)
ACTIVE_FLAG VARCHAR2(1) Flag to indicate if the source code is active or not.
RELATED_SOURCE_CODE VARCHAR2(30) Source code of the related object. This is used in case of Event promotions. The customer is interested in the related Event that the Campaign is promoting rather than the Campaign itself.
RELATED_SOURCE_OBJECT VARCHAR2(30) Four letter code that points to the related marketing object (EVEH = Event headers, EVEO = Event Schedules, CAMP = Campaigns, CSCH = Campaign Activities, OFFR = Offers)
RELATED_SOURCE_ID NUMBER FK to the marketing object to which the related source code points to.

Implementing Security for Marketing Objects

Oracle Marketing has a security model for marketing objects that enables a central office to manage not only high-level programs, but also specific campaigns and activities. You can choose to limit access of one or more marketing initiatives to only those users or marketers who are within a specific marketing team. You can set a program, campaign, or event to be confidential and limit the access. However, marketers can choose to give limited access to people outside their teams by setting a marketing initiative to be non-confidential. Security for campaign and event schedules is derived from their parent objects. Home page reports also adhere to the team access security model.

Team Security

Team members can access marketing activities depending on the access level you provide to them as an Administrator. These marketing activities inherit the team from the parent campaigns.

Oracle Content Manager Security

Oracle Content Manager offers granular level access to users based on folder security in its repository. Thus, if a marketer has access to a marketing initiative, he or she also has access to the contents associated with that initiative. So long as the user has access to these contents, he or she can also associate the contents with the accessed marketing initiatives.

Migration

Campaigns from the previous release are migrated to Release 12. This migration is necessary to ensure that the product reports are accurate.

However, the underlying data from the existing campaigns do not change, but data from the following campaign attributes would be affected with the migration:

Implementing Monitors

Monitors enable marketers to improve marketing communications by automatically executing activities on marketing initiatives when specific customer or business situations arise.

This functionality is particularly valuable because customers have become sensitive to mass and/or inappropriate marketing communications. Therefore, the monitor's precise ability to execute marketing initiatives based on predefined conditions provides a key marketing advantage.

You can monitor the following initiatives by logging in as the Marketing User:

Note that you can monitor only one initiative at a time.

Monitor Terms and Definitions
Term Definition
Monitor A mechanism that enables an action to be performed on a specific marketing initiative. This mechanism is based on predefined conditions set to compare initiative performance measures. In other words, comparing the metric values of the initiatives. If the condition defined for the monitor is satisfied, an action is invoked.
Follow On Actions Once a condition is met, the monitor triggers an action.
The following actions are supported:
Seeded Marketing Actions:
  • Sends notification to a specified resource

  • Executes associated marketing initiative

    Custom Marketing Actions:

  • Using custom logic, a non-seeded action can be created.

Monitoring Condition A condition to monitor a specific initiative. These conditions use metrics to measure and compare the performance of Marketing initiatives.
The following metric values are tracked for comparison:
  • Actual

  • Forecast

  • Variance

  • Variance Percent

Monitoring Frequency Defines the frequency in which conditions are checked for satisfaction. A monitor runs for a set period of time and conditions are verified only for that period.
Monitor Repeat Units:
  • Hour

  • Day

  • Week

  • Month

  • Year

Follow On Action A follow on action personalized by the user, once the monitor condition is met.
Notification A notification sent to a specified resource, once a condition is met.
Activity An activity that the monitor needs to perform, once a condition is met.

Monitoring Based on the Metric Values of a Single Initiative

As a marketer, you might have specified metrics to an initiative that allow you to specify certain performance goals (forecast values) and to track this performance on various fronts including responses, leads, opportunities, orders, and revenue.

For example, a you may expect a marketing campaign to bring in a certain number of responses and leads. You may have set a forecast value to determine how many of those leads would finally earn you the desired revenue. After the activation of this Campaign, you need to monitor the performance against these anticipated goals to see whether the campaign actually brought in the expected number of leads and revenue.

For each metric of marketing initiatives (Campaigns, Campaign Activities, Events, Event Schedules, One Off Events, and Programs) that need monitoring, the following values are tracked:

Monitor Actions
Comparison Action
Compare the Total Forecast against the Total Actual value for a metric. Notify if the Campaign did not fetch as many responses as forecasted three months after the Campaign activation.
Compare the Total Actual value against a specific Target Value, for a specific metric Notify if the number of leads did not reach 5000 even three months after the Campaign activation.
Compare the Total Actual value against a specific Percentage Value of the Total Forecast, for a specific metric Notify if the Campaign has not made at least 70% of its Forecasted revenue six months after the Campaign activation.
Compare the Variance against a specific Percentage Value of the Total Forecast, for a specific metric Notify if the cost variance becomes more than –5% (minus 5%) of the Forecast Cost (Check if the Campaign has spent more than the Forecasted Cost).

Monitoring Based on Metric Values of Two Initiatives

Comparisons are made between the actual values of two metrics and notified. In a typical marketing scenario, based on previous experiences, companies might have arrived at some industry standards for expected Marketing Campaign results.

For example, it may have been established that Oracle Open World fetches 1000 walk-in registrants and the event planning may have been done based on that assumption. But if there were to be 2000 walk-ins for a specific event, the event planner may need to get notified. If such norms or standards for Marketing Campaign Results can be established and tracked as Forecast for that metric, the Forecast to Actual comparisons would work just fine. In this case, if the “Walk-In Registrations” were created as metrics, the Forecast for that metric could be 1000. When the actual value for the same metric is recorded as double in the next forecast, a notification can be sent to the event planned based on Forecast to Actual comparison of this metric.

Monitoring Based on Metric Values of a Custom Query

Compares a Marketing object's metric value to a custom query, such as a Discoverer workbook value. When using this type of condition, a metric value is compared to a remote data source (using a workbook). For example, a person's monthly spending (metric) can be compared to his or her average monthly spending (calculated using the Discoverer workbook).

Repeating Schedules

Repeating schedules can re-run based on a date or upon a status change of repeat instances. When a repeating schedule re-executes, a new copy of the schedule is made and the original schedule is preserved. When the condition is met, the monitor picks up the new schedule; the schedule runs based on its defined criteria. The new schedules executes and the old schedule is preserved.

In other words, each execution is a new instance of the schedule. Therefore a marketer is able to separately track campaign responses for each schedule. For example, a trigger activates schedule A and it runs for a specific period of time. When schedule A is ready to repeat (based on the repeat unit), a copy of schedule A's information is made and becomes schedule B. Schedule A's information is preserved, and schedule B becomes the active schedule. This cycle repeats until the end date is reached. All schedule information is separately preserved so it can be individually viewed for tracking purposes.

Note: Ensure to run the FND concurrent program 'Synchronize Workflow Roles' for synchronizing any new FND users with their corresponding workflow roles.