This chapter covers the following topics:
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:
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:
Ability to create campaigns, activities, programs, budgets and budget security
Ability to access the Campaign Workbench
Marketing Administrator Responsibility
This responsibility has the following visibility and privileges:
Ability to perform all the functions of the Marketing User with the added privilege of having administration access.
Ability to navigate from the Campaign Workbench to the Audience Dashboard through links.
The Marketing Administrator, at each site is required to manually update the custom menu structures to include the new functions provided in the application.
As mandated by your business requirements, verify or update the following 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 Fax Inbound_ script Outbound_ script Phone Website Proposal |
Address 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 |
Run the following concurrent programs for campaigns:
| 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. |
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.
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.
Oracle Marketing ships with one seeded activity template for each outbound channel.
Attributes of an Activity template are:
Channel Category: The user must select a category such as Advertising, In-Store, and Press and Analyst Relations before selecting a channel.
Channel: Included in one or more activity templates and collateral types.
Activity Purpose: Includes cross sell, up sell, customer retention, customer acquisition, and lead maturation.
Default List Templates: Associated with activity purposes and used to create target groups for an activity. Create Audience segments with either the default list template or a specified template.
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:
Channel
Activity purposes
Default list template associations (from the seeded templates)
The following templates are seeded:
Sales: Used by a sales manager to create a campaign activity that generates leads followed up by the sales team.
Advertising: Used to create advertisements.
Deal: Used to create marketing deals like acquisitions or mergers.
Events: Used to create events for campaign activities.
In-Store: Used to create in-store activities like billing, check-in and check- out of goods from a store.
Press and Analyst Relations: Used to create media related activities such as creating press kits and media analysis.
Trade Promotion: Used for promotional activities such as setting up stalls in an exhibition.
Direct Marketing: Used by the marker to create email, fax, or to print campaign activities. When the end user creates a direct marketing activity they will choose either Email, Fax, or Print from the template drop-down menu.
Web Marketing: Used by the marketer to create campaign activities for online or Internet marketing activities. This type of template assists the marketing team in creating Web ads that improve product brand, company awareness, or to alert a customer of new and upcoming products or deals.
Telemarketing: Used by the marketing team to create campaign activities for call center or telemarketing purposes.
Web Offer: Used by the marketer to create campaigns activities for Internet promotions.
Web Dynamic Recommendation: Used by the marketer to create a activity for Web product recommendations. Product recommendations can be based on product relationships.
| 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:
|
| Available Mid-tabs | Required mid-tabs:
Optional mid-tabs:
|
| 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. |
| 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:
|
| Available Mid-tabs | Required Mid-tabs:
Optional Mid-tabs:
|
| Fulfillment | Associated Outbound Channel (email, fax, print) |
| 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
Optional Mid-tabs
|
| Fulfillment | Associated Indirect Marketing Channel. For Web, the eMerchandising Engine handles fulfillment. |
| 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:
|
| Default List Template | N/A |
| Available Mid-tabs |
|
| Fulfillment | Associated Outbound Channel |
| 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 |
|
| Fulfillment | Associated Outbound Channel |
| 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 |
|
| Fulfillment | Associated Outbound Channel |
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
Name: The template name should be intuitive and relevant.
Campaign: Seeded type of campaign for which you can create a template.
The following types of campaigns are seeded:
Campaign: A single campaign with any number of campaign activities.
Collection: A collection of marketing initiatives rolled into a single campaign.
Deal: A campaign to close a deal or an acquisition.
Event Promotion: Activity to promote an event, such as a product launch.
Partner Campaigns: Campaigns carried out in partnership with another company. For example, a campaign conducted by sister companies.
Trade Promotion: Campaign to promote a specific trade or business.
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.
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
Name: This is the name the user selects when choosing a template, therefore it should be intuitive and relevant.
Channel Category: The values in the Channel Category drop-down menu are seeded, if necessary, they can be extended.
Channel: Select the marketing channel.
Activity Purpose: The values in the Activity Purpose drop-down are seeded and can be extended if necessary.
Default List Template: If the activity type is Direct Marketing or Web Marketing, you will see an option to select a default list template.
For Direct Marketing activities, selecting a list template is mandatory.
For Web Marketing activities, selecting a list template is optional.
The list templates displayed in the Default List Template drop-down are the templates created in the Audience Administration Dashboard.
In the Components table, select the mid-tabs that will be displayed to the end user when creating this activity template. For example, if Main, Collateral, Offering, Target Group, Collaboration, and Partners are selected, then the end user will see these mid-tabs when creating this type of activity.
To enable landing page URL tracking for indirect marketing channels, such as advertising, enable the Collateral mid-tab, through which the Landing Page URL definition functionality is enabled.
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.
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.
The following flow describes the process for creating a Channel.
Determine the channel and channel category
Determine the Marketing Media for the Channels.
Create the Channel. This task is performed by the Oracle Marketing Administrator.
Navigation: Administration > Marketing > Initiatives Setup > Channels > Create
Channel: Enter a name for the channel.
Channel Category: Seeded channel categories that you select to create a Marketing Channel.
Marketing Media: Select the marketing media that you wish to create the channel in.
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.
The following flow describes the process for creating a marketing medium.
Determine Business requirements for Marketing Mediums.
Create Marketing Medium. This task is performed by the Oracle Marketing Administrator.
Attach marketing medium to the channel which will be used to create the campaign activity.
Create a Campaign. This task is performed by a marketer or user.
Create Campaign Activity. This task is performed by a marketer or user.
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:
Channel Category- Direct Marketing
Channel - Direct Mail
Marketing Medium - Direct Mail House
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
Marketing Medium Name: This should reflect the Campaign Activity, Channel Category and Channel it will be associated with.
Channel: Choose the appropriate channel which this medium will support. For example, if the Marketing Medium is Direct Mail House, choose Direct Mail as the channel.
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:
Campaigns
Campaign Activities
Events
Event Schedules
One-Off Events
Offers
Deliverables
Claims
The following is a list of terms and concepts for approval rules:
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'.
If the Custom Setup selected for the marketing object requires both theme and Budget approval, the approval process will proceed in the following manner.
When the user changes the object's status from Planned to Active, the object goes through Budget Line approval.
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.
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.
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.
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
Parent Object Type: Select the object for which you want to create a mandatory rule.
Object Attribute: Select the side navigational menu for which the field that must be set as mandatory appears.
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.
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
Parent Object Type: Select the object for which you want to create a locking rule.
Object Attribute: Select the side navigational menu for which the field that must be locked appears.
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.
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:
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:
Collateral
Creative
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.
Categories are used with Events to group or categorize them. Examples of Event categories are educational Events or partnered Events.
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 use categories to integrate to Oracle General Ledger. Budget categories can also be used to verify Budget eligibility for Campaign Activities.
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.
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:
Create a Category
Verify a Category
Creating a Category Notes
Enabled: Select to make the Category available.
Created For: This is the marketing object for which you are creating the category.
In case of metrics or Deliverables, make sure the parent–child relationship is captured correctly.
Note: Oracle Marketing contains seeded categories for Deliverables and Events. Disable categories that are not needed.
Verifying a Category Notes
Navigate to the Deliverables tab and verify that the Category and Subcategory fields display values in the drop down menu.
Navigate to the Events tab, create an event, and verify that the Category field displays values in the drop down menu.
Navigate to Administration > Marketing > General > Metrics and verify that the Category field displays values in the drop down menu.
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:
Cancelled – ROI Below Expectation
Cancelled – Competitor Campaign
Cancelled – Product Overlap
Cancelled – Executive Rejection
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.
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
User Status: This will replace the System Status for the marketing object.
Enabled: Select this check box to make the User Status available.
Default: Select this check box in the overview screen to set this User Status as a default. If not selected, the seeded User Status will be reflected on the Campaign. On update, the default value on the seeded User Status is automatically removed.
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:
Administration > Marketing > Geography > Location Type
Administration > Marketing > Geography > Geographic Area
Notes
The Geographic hierarchy should be created from the top down.
C Region: use this field for regions within a Country
S Region: use this field for regions within a State
Source codes are unique identifiers for the following marketing objects:
Campaigns
Campaign Activities
Events
Event Activities
Offers
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 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:
Geography Code
Month Code
Activity Code
Source Code digits (maximum number equals 30 - total of other 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.
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.
| 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:
| 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. |
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 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 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.
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:
Campaign Name: If the Campaign has a specific version identified, the Campaign name is shown as - <Campaign Name><_><Campaign version>. The campaign version is now obsolete, and there might be more than one campaign with an identical name. To keep every campaign unique, the corresponding version needs to be migrated to a Campaign where the name is derived using the Campaign Name and the Version. Campaigns without multiple versions will not change.
Campaign - Product Category Associations: Ensure that the Product categories have already been migrated or upgraded to Single Product catalogs. Product categories associated with an existing campaign will not change due to migration. Hence, the primary flag for these categories remains intact.
Campaign - Product Associations: Ensure that all the Products associated with existing Campaigns belong to a Single Product Catalog. Identify all such products that are associated with the Campaigns, but are not part of the Single Product Catalog. If any, manually include these products into the Single Product Catalog. Subsequently, update these products in the Campaign-Product association schema.
Campaign - Product association (Primary flag) : If the campaigns have associated product categories or product, there might be no product association set as primary. Hence, if there is at least one product category or product associated with the campaign, mark it as the primary association unless the user selects another product category or product association to be set as primary.
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:
Activity
Campaign
Event
Event Schedule
One Off Event
Program
Note that you can monitor only one initiative at a time.
| 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:
|
| 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:
|
| 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:
|
| 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. |
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:
Total Forecast - Includes forecast rollup from all the child components that roll up to this program, campaign, or event and the forecast set at the program, campaign, or event level.
Total Actual - Includes the actual rollup from all the child components that roll up to this program, campaign, or event and the actual set at the program, campaign, or event level.
Variance - Calculated as Total Actual - Total Forecast.
Variance Percent - Percentage compared to the forecast value.
| 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). |
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.
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 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.