Implementing and Administering Tracking Metrics

This chapter covers the following topics:

Tracking Metrics Overview

Metrics are measurements used for tracking the effectiveness of marketing activities. Metrics include both forecast and actual values. These values are either added manually or automatically calculated by the Marketing application. Metrics can also be used to initiate Campaign Triggers. For example, a Responses Count metric greater than a desired value could be used to trigger a follow-up Campaign Activity to a larger audience.

Understanding Metrics

To understand metrics see the following sections.

Understanding the Metric Object Hierarchy

The metric hierarchy dictates how objects relate to each other and how their associated metric values will rollup within the hierarchy. Ultimately, the metric hierarchy dictates how metric values will be totalled across marketing objects.

Understanding Summary Hierarchy

Within a single marketing object, metrics of similar categories (cost, revenue, response, and so on) are organized into summary hierarchies. For example, within a direct mail campaign activity, cost-category metrics can be related hierarchically as shown in the following figure:

Summary Hierarchy

the picture is described in the document text

In this example, Postage Cost, Creative Costs, and Other Costs are summarized to Total Direct Cost. These lower level costs are added to Total Indirect Cost (for example, overhead expenses) to obtain Total Cost for the Campaign Activity.

Understanding Rollup Hierarchy

The Rollup Hierarchy refers to links between metrics of different objects within the marketing object hierarchy. A typical marketing object hierarchy is shown in the following figure:

Rollup Hierarchy

the picture is described in the document text

The Rollup Hierarchy enables metrics from lower-level marketing objects (for example, Campaign Activities and Event Schedules) to be rolled up to parent objects (Campaigns and Events) and grandparent objects (Programs).

The following figure represents a detailed Rollup Metric Hierarchy. In this example, Direct Costs, Revenues and Responses are rolled up the marketing object hierarchy from the Schedule level to the Campaign/Event level to the Program level.

Marketing Rollup Metric Hierarchy

the picture is described in the document text

Understanding Formula Metrics

Using metric formulas, you can measure the effectiveness of a marketing object based on a composite value calculated from different metrics. Using formulas, the marketing department can understand activity effectiveness better.

Formula metrics:

A formula is defined with a unique name for a particular object type so that the calculations are consistent throughout the system for the same formula. Formulas can also be defined generically for object type "Any". The sources of variables for the formula metrics type "Any" are either categories or rollup and summary metrics. For example, to define the ROI formula of type "Any" the source values can be defined as the categories cost and revenue, then the ROI formula can be attached to all supported marketing objects, because there are no object specific dependencies. The category variable will total all the lower level metrics (manual, function, and rollups) within the same category. For a sub-category, only the metrics within the same sub-category are added. The variables within the formula are only from the metrics associated with the same object type. When a formula is added to an object, the relevant metrics are automatically added.

Formula metrics calculate measures based on other metrics. This is an extension of the metrics calculation types. Formula metrics can be used in the metrics side navigation menus for measuring the performance of various marketing objects. A Formula Metrics can calculate composite values from other metrics defined for the same object type. If the dependent metrics are not assigned to the same object the formula will calculate null. Formulas can perform basic mathematical calculations including, addition, subtraction, multiplication, and division, along with a parentheses for grouping.

Creating Metrics for Control Group Analysis

Metrics for Control Group Analysis helps the marketer make a precise comparison between the Contact and Control Groups. While making this comparison, the system, instead of viewing all the metrics for an activity, chooses the metrics specifically collected for the Control Group Analysis within the Control Group Analysis Report.

Summary metrics selected for Control Group analysis comprises two child metrics to represent the Control and Contact Group data respectively. This helps the system identify the control and contact groups and appropriately calculate response rates.

Set up metrics for Control Group analysis in the following formats:

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

Notes

Calculation Type: Select Control Group Analysis. This is required as there can be numerous metrics but it might not be meaningful to display all the metrics within all the measurement areas within the application.

Only those metrics identified for Control Group Analysis are displayed in the Control Group report. You are still required to associate the metrics to an activity. The Control Group Analysis checkbox is available only while defining a summary metric.

Creating Child Metrics for Control Group Analysis

Users can create the two child metrics when a summary metrics with Control Group analysis is created. This also reduces the number of steps to set up a proper metric infrastructure for Control Group Reporting. Clicking the Control Group Analysis checkbox will navigate the user to the Child Metrics page.

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

Notes

Calculation Type: Once you select the checkbox the page refreshes to display the Child metrics section. There is no section header for this section. Instead this information is displayed at the bottom of the page. The metric name and the type are mandatory fields. Enter the child metric name before saving the summary metric.

Select the Manual option by default. If you select the Function radio button, you are mandatorily required to enter the Function name. After you create the Summary metric and child metrics, the Control Group Analysis child metrics is displayed with the Metric Names as hyperlinks. As an administrator, you can drill down to the child metric detail. The Control Group child metrics section is not displayed for Rollup metrics or for Summary metrics not identified for Control Group Analysis.

Understanding Metric Calculation Types

The metric calculation type determines the way in which forecast and actual values for a metric are entered into the system.

The following metric calculation types are available:

Understanding Metric Display Types

It drives the method in which metric values are rendered on the screen. Possible types are integer, percent and currency. Integers are displayed and saved as whole numbers.

Understanding Metric Currency Values

Metrics with the categories of Cost and Revenue have an attribute of “Currency”. Two currencies apply to each metric, one for the displayed (transactional) value and one for the internal (functional) value.

Rollup and Summary metrics display the currency value according to the marketing object's currency. Manual and Function metrics are defaulted to the marketing object's currency but may be changed for each metric. All Cost and Revenue metrics are rolled up using the internal functional currency, which is the same system wide. Use FND_PROFILE.VALUE ('AMS_DEFAULT_CURR_CODE') to determine functional currency.

The transactional value is rounded to the GL 'Minimum Accountable Unit'. The function value is stored without rounding to maintain required precision when converting to the displayed (transactional) currency.

For example if the transactional currency is Mexican Paso (MXP) and functional currency is US Dollar (USD), with the conversion rate of 15,000 MXP/USD then conversion from 10,001 MXP to 0.67 USD (rounded), converting back produces 10,050 MXN, and removing the rounding on the functional currency produces 0.66673333 -- USD to 10,001 MXN.

Working with Metric Templates

Metric templates enable you to standardize the metrics associated with a marketing activity. For example, you can define a metric template that automatically associates specific call center costs to all new telemarketing activities. To streamline template setup and administration, each template is associated to a single marketing activity type for example, email, telemarketing, direct mail) or a single marketing object type (for example, Campaign, Campaign Activity, Event, Event Schedule).

To understand and implement Metric Templates see the following sections:

Creating a Metric Template

Before you create a Metric Template, ensure that metrics have been defined.

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

Notes

Enabling Metric Templates

Enabling occurs at each level of the metric template. The entire template is enabled or disabled, or with each metric individually. If the template is disabled then the associations and metrics within are ignored. If metrics are disabled within the template then those metrics are not assigned (at least because of this template, but another template could still assign that metric).

Using Metric Templates

Usage of a metric template is transparent to the marketer creating the business object. When the marketing object is created, the metric templates are all searched to generate a composite list of metrics to assign. The metrics are required to have the same "Used With" object type as the new business object. The metrics must be enabled at the metric definition. The template, association type, and included metric all must be enabled to assign the metric. If duplicates of a metric are found across the templates only one metric is assigned to the object.

Metric templates can be associated with a marketing object (campaign, campaign activity, event, and so on) or a custom set up. When a marketer creates a marketing object with a particular custom set up, the metrics available for that particular object will include the metrics included in the metric templates associated with that custom set up and those included in the metric templates associated with that particular marketing object type.

Example

Let us assume that a marketer is creating a campaign 'live it up' with the custom setup 'ABC'. Prior to creating this campaign, you created a metric template 'AA' with metrics A1, A2, and A3, and associated it with the custom setup 'ABC'. You had also created another template 'BB' with metrics B1, B2, and B3, and associated it with the marketing object of type 'Campaign'. The campaign 'live it up' will include the metrics A1, A2, and A3 from metrics template 'AA', which is associated with the custom setup 'ABC', and B1, B2, and B3 from the metrics template 'BB', which is associated with the marketing object of type 'Campaign'.

Implementing Metrics

A number of commonly used metrics are seeded with the product and enabled at time of deployment. If implementing additional metrics, defined specifically for your organization, as the Marketing Administrator you must create and set up these up. The procedures in this section will demonstrate how to accomplish that.

Process Flow for Creating Metrics

Metric creation will depend on the marketing object being measured. When creating a new metric for a marketing object, a calculation method must be selected. The calculation method indicates how a metric receives input values. For example, if the calculation method “values roll up from lower level” is selected, the metric values will roll up from a lower level marketing object.

When creating a new Metric, it can be simple or very complicated, depending on the aspect of the marketing object being measured. Regardless of the complexity, the process flow for creating a metric remains constant. The general flow is shown below.

Process Flow Diagram: Creating Metrics

the picture is described in the document text

Setting Metric Profile Options

To maximize metric performance, set the profile AMS : Batch Size at site level. This profile takes an integer that represents the maximum number of records to save in a batch. This helps tune the performance of the metric refresh program. By setting this profile, when updates or inserts are performed, they are limited to the batch size. This prevents the rollback segment from becoming too big and saves any intermediate processing. If the program fails then not all the work would be lost. The refresh would start from where it left off. The batch processing is written to prevent committing any corrupt state.

Implementing Summary Metrics

Summary metrics enable values to be calculated vertically in the hierarchy. Values are totalled at the marketing object level. Summary metrics may have subordinate metrics of any type (summary, manual, or function). Summary metrics should be created to total the manual metrics at that marketing object level.

Summary Metrics are assigned automatically to the marketing object when any subordinate metric is assigned.

For example, you can create a summary metric called "Total Cost" that is used with any object type. Then create other cost metric for campaign activities, such as "Venue Costs", "Postage Costs", and so on, all of which summarize to "Total Cost". When assigning "Venue Costs" and "Postage Costs" to a campaign activity, Total Cost will add these values together to give a summary value.

Summary metrics can be rolled up at same level but are not permitted to be rolled up to parent level.

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

Notes

Implementing Rollup Metrics

A rollup metric receives its values from lower level marketing objects. A rollup metric must have the same category as all of its child metrics.

Manual and Function Metrics are assigned to a Rollup Metric, therefore results can be propagated to parent marketing objects. Rollup Metrics may be assigned to themselves so that any hierarchical marketing object structure will collect all values from subordinate objects. Values cannot be entered. All values are totaled from the child level. Rollup Metrics always have a Used With field value of Any.

For example, you may want to establish a venue cost at the Event Schedule level. To view venue costs across multiple Event Schedules, a rollup metric called “Rolled-up Venue cost” can be created for the “Venue cost” manual metric. The rollup metric will appear at the Event and program levels totaling all 'Venue Costs' from the Event Schedules.

Navigation: Administration > Marketing > General > Metric > Create

Notes

Implementing Manual Metrics

A manual metric receives values from user input. Manual metrics are entered by hand into the system.

For example, an Oracle Marketing Administrator can create a manual metric for the Campaign Activity object called “Venue Cost”. This enables a marketer who is using the application to manually enter costs associated with Venues.

A manual metric receives values from user input. Manual metrics are entered by hand into the system.

For example, an Oracle Marketing Administrator can create a manual metric for the Campaign Activity object called “Venue Cost”. This enables a marketer who is using the application to manually enter costs associated with Venues.

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

Notes

Implementing PL/SQL Programs for Metrics

PL/SQL Program Metrics enables the Metrics Refresh Engine to interface with database stored procedures and functions. This allows for the implementation of customized logic for calculating metric values based on business needs. Each time the Refresh Metric Engine is invoked, all PL/SQL Program metrics in the system are executed.

Two types of PL/SQL Program metrics are supported:

For performance purposes, use of Procedure Metrics is highly recommended over Function Metrics. As the data grows the overhead of function metrics grows proportionally. Execution of the function is proportional to the number of instances of the function metric attached to objects. Where as, procedure metrics are executed once per refresh no matter the size of data. The queries and other program logic are executed once to gather all the required data in bulk and then written in bulk to the activity metric table.

Implementing Procedure Metrics

Procedure Metrics are intended for enabling metric value calculations to be performed in a batch mode. Because Procedure Metrics are expected to update metric values for multiple Marketing objects, the database bulk update features are used.

To understand and implement Procedure Metrics see the following:

Procedure Metric Overview

The first select statement represents when the procedure metric is called by the AMS – Metric Refresh program concurrent program. This select statement queries for all activity metrics system wide that are relevant to this operation. The query is not specific to any marketing object.

The second select statement (within “ELSIF p_arc_act_metric_used_by = ‘CSCH' THEN”) is for a specific object to update. In this case a campaign activity. The query adds to the where clause for the specific object from the input parameters.

The output of these queries includes a list of activity metric ids and corresponding actual values. Bulk Collect is used to maximize the processing of the query. These results are passed to ‘UPDATE_ACTMETRICS_BULK' to do a bulk update of the activity metrics table. This update also includes setting the dirty flag of the parent activity metrics to be refreshed.

A check should be made to prevent updating the actual value if it has not changed. For example, if the number of leads for a campaign activity is 20 and on refresh the leads are calculated to be 20 again then do not update the activity metric. The list of activity metric ids and actual values should not include these items. If the activity metric is updated then the refresh engine will attempt to recalculate the rollup and summary metrics, thus wasting processing.

Anatomy of a Procedure Metric

A Procedure Metric must have the following parameters:

Procedure Metric Parameters
Parameter Name Data Type Default Value
p_arc_act_metric_used_by VARCHAR2 Null
P_act_metric_used_by_id NUMBER Null

Creating a Procedure Metric

This metric is executed once per refresh for each metric with the same procedure name. All values must be computed and saved in memory for a bulk update.

Procedure metrics are not supported for Cost or Revenue metrics. Once a cost metric has been posted to the budget the actual value cannot be updated. Currency conversions are expensive to process.

An API is used to perform the bulk update. Because of efficiency very little validation is performed.

Procedure Metric Sample

PROCEDURE run_metrics(p_arc_act_metric_used_by VARCHAR2 := NULL,
p_act_metric_used_by_id NUMBER := NULL)
IS
        l_actual_values_table num_table_type;
        l_activity_metric_id_table num_table_type;
BEGIN
        IF p_arc_act_metric_used_by IS NULL THEN
                SELECT NVL(actual_value, 0), activity_metric_id
                bulk collect INTO l_actual_values_table,
                l_activity_metric_id_table
                FROM some_table
        ELSIF p_arc_act_metric_used_by = 'CSCH' THEN
                SELECT NVL(actual_value, 0), activity_metric_id
                bulk collect INTO l_actual_values_table,
                                                                         l_activity_metric_id_table
                FROM some_table
                WHERE object_type = 'CSCH'
        END IF;
update_actmetrics_bulk(l_activity_metric_id_table,
                                                                         l_actual_values_table);
END;

See Sample Procedure Metric for Calculating Leads for a detailed use of Procedure Metrics.

Navigation: Administration > Marketing > General > Metric > Create

Notes

Sample Procedure Metric for Calculating Leads

The following is a sample procedure Metric for Leads. This is an excerpt from package AMS_ACTMETRICS_SEED_PVT.

PROCEDURE Calculate_Seeded_Metrics(
          p_arc_act_metric_used_by VARCHAR2 := NULL,
          p_act_metric_used_by_id NUMBER := NULL)
IS
   l_actual_values_table Ams_Actmetrics_Seed_Pvt.num_table_type;
   l_activity_metric_id_table Ams_Actmetrics_Seed_Pvt.num_table_type;
BEGIN
   -- Get all object data to update.
   IF p_arc_act_metric_used_by IS NULL THEN
      SELECT NVL(actual_value, 0), activity_metric_id
      bulk collect 
      INTO l_actual_values_table, l_activity_metric_id_table
      FROM
        (SELECT actual_value, activity_metric_id
        FROM(
           --R9 Campaign Schedule/Leads
           SELECT
           /*+ index(X AS_SALES_LEADS_N4)
               index(B ams_campaign_schedules_b_u1)
               index(ALB ams_metrics_all_b_n3)
               index(c ams_source_codes_u2)
               index(Y as_statuses_b_u1)
               index(AL AMS_ACT_METRICS_ALL_N5)*/
           COUNT(1) actual_value, AL.activity_metric_id,
                  AL.func_actual_value
           FROM ams_campaign_schedules_b  B, ams_source_codes  C,
                as_sales_leads X, as_statuses_b  Y,
                ams_act_metrics_all AL, ams_metrics_all_b ALB
           WHERE X.status_code = Y.status_code
           AND  B.schedule_id = C.source_code_for_id
           AND  C.arc_source_code_for = ‘CSCH’
           AND  Y.lead_flag = 'Y'
           AND  Y.enabled_flag = 'Y'
           AND  B.source_code = C.source_code
           AND  X.source_promotion_id = C.source_code_id
           AND  NVL(X.DELETED_FLAG,'N') <> 'Y'
           AND  AL.arc_act_metric_used_by = ‘CSCH’
           AND  AL.act_metric_used_by_id = B.schedule_id
           AND  AL.metric_id = ALB.metric_id
           AND  ALB.metric_category = 906 -- Leads
           AND  ALB.function_name 
                = 'AMS_ACTMETRICS_SEED_PVT.CALCULATE_SEEDED_METRICS'
           AND  ALB.metric_calculation_type = 'FUNCTION'
      GROUP BY AL.activity_metric_id, AL.func_actual_value)
      WHERE NVL(actual_value,0) <> NVL(func_actual_value,-1)
    );
   ELSIF p_arc_act_metric_used_by = ‘CSCH’ THEN
      SELECT NVL(actual_value, 0), activity_metric_id
      bulk collect 
      INTO l_actual_values_table, l_activity_metric_id_table
      FROM (
        SELECT actual_value, activity_metric_id
        FROM(
            --R9 Campaign Schedule/Leads
           SELECT
           /*+ index(X AS_SALES_LEADS_N4)
               index(B ams_campaign_schedules_b_u1)
               index(ALB ams_metrics_all_b_n3)
               index(C ams_source_codes_u2)
               index(Y as_statuses_b_u1)
               index(AL AMS_ACT_METRICS_ALL_N5)*/
           COUNT(1) actual_value, AL.activity_metric_id,    
                  AL.func_actual_value
           FROM ams_campaign_schedules_b  B, ams_source_codes  C,
                as_sales_leads X, as_statuses_b  Y,
                ams_act_metrics_all AL, ams_metrics_all_b ALB
           WHERE X.status_code = Y.status_code
           AND  B.schedule_id = C.source_code_for_id
           AND  C.arc_source_code_for = ‘CSCH’
           AND  Y.lead_flag = 'Y'
           AND  Y.enabled_flag = 'Y'
           AND  B.source_code = C.source_code
           AND  X.source_promotion_id = C.source_code_id
           AND  NVL(X.DELETED_FLAG,'N') <> 'Y'
           AND  AL.arc_act_metric_used_by = ‘CSCH’
           AND  AL.act_metric_used_by_id = B.schedule_id
           AND  AL.metric_id = ALB.metric_id
           AND  AL.ACT_METRIC_USED_BY_ID = p_act_metric_used_by_id
           AND  ALB.metric_category = 906 -- Leads
           AND  ALB.function_name = 
                'AMS_ACTMETRICS_SEED_PVT.CALCULATE_SEEDED_METRICS'
           AND  ALB.metric_calculation_type = 'FUNCTION'
      GROUP BY AL.activity_metric_id, AL.func_actual_value
         )
      WHERE NVL(actual_value,0) <> NVL(func_actual_value,-1)
         );
   END IF;
   update_actmetrics_bulk(l_activity_metric_id_table, 
                          l_actual_values_table);
END Calculate_Seeded_Metrics;

Local Variables

Two PL/SQL tables are needed to “bulk” capture the activity_metric_id and the calculated values corresponding to the ID's. The two tables should be of type num_table_type from the package ams_actmetrics_seed_pvt:

Calculation Logic

The body of the procedure consists of code to select the values from a business-specific table. The business table needs to be able to join with a corresponding Marketing object table, such as Campaigns.

The activity metric table includes the id and object type of the corresponding object. For a campaign, the field arc_act_metric_used_by is ‘CAMP' and act_metric_used_by_id is the campaign id.

Object Type
Object Type Object Code Table Column and Reference
Campaign CAMP AMS_CAMPAIGNS_ALL_B.CAMPAIGN_ID
Campaign Activity CSCH AMS_CAMPAIGN_SCHEDULES_B.SCHEDULE_ID
Event EVEH AMS_EVENT_HEADERS_ALL_B.EVENT_HEADER_ID
Event Schedule EVEO AMS_EVENT_OFFERS_ALL_B.EVENT_OFFER_ID
One-Off Event EONE AMS_EVENT_OFFERS_ALL_B.EVENT_OFFER_ID
Deliverable DELV AMS_DELIVERABLES_ALL_B.DELIVERABLE_ID
Dialog DILG AMS_DIALOGS_ALL_B.DIALOG_ID

Within the object the specific relevant metrics can be referenced by the metric_id. Thus to write the select statement the "where" clause includes

Where the object_id is a join to the business table that references the marketing object. The metric_id needs to match the procedure metrics' id. To find the correct metric id query the metric table for the matching procedure name. For example:

Using Bulk Collect and Update for Procedure Metric Queries

Procedure metric queries must utilize ‘BULK COLLECT' feature of PL/SQL to maximize performance. Bulk Collect minimizes the amount of context switching required by fetching values one at a time. Bulk Collect changes context to SQL to read in all values to PL/SQL arrays, which reduces context switching to once. After the data is fetched, the procedure must execute the bulk update procedure:

Ams_Actmetrics_Seed_Pvt.update_actmetrics_bulk (

      l_activity_metric_ids_tab,
                        l_actual_values_tab);

Implementing Function Metrics

Function metrics execute the PL/SQL function for each instance of the activity metric on the system. The return value of a number is the actual value for the activity metric to update.

To understand and implement Function Metrics see the following:

Function Metric Overview

The stored PL/SQL function or procedure name must be the full name which includes the schema name, package name, and module name (if applicable). Function metrics are similar to a manual metric leaf level metric, data values are entered, however, difference forecasted (marketing is expending) values vs. actual (what they actually spend).

A Function metric is executed once for each assigned metric to a marketing object. The parameter for the function is the activity metric id, which distinctly references the marketing object.

For the marketing object specification - use the following query parameters:

The function metric returns the actual value to be set. In the case of Cost and Revenue metrics the actual value must be in the 'Default Currency'. (Use Fnd_Profile.Value ('AMS_DEFAULT_CURR_CODE') to derive the default currency). For Costs, once the cost is posted to a budget the actual value cannot be updated.

Because function metrics are executed once per object and the value is updated one at a time, this method is very slow when processing thousands of metrics.

Anatomy of a Function Metric

The parameters include the activity metric id. Each execution of this function is for a single activity metric to retrieve the current actual value. The activity metric id is passed as the parameter. With this activity metric id the all the information about the activity metric can be accessed including the relevant object and current values. The actual value calculation may include counting a number of items, such as leads, or totaling values such as revenue.

Sample Activity Function Metric

The value returned is updated in the corresponding AMS_ACT_METRICS_ALL record. Currency conversion is performed for Cost and Revenue metrics.

FUNCTION run_metric(p_activity_metric_id IN NUMBER)
RETURNS NUMBER
IS
   L_actual_value NUMBER;
BEGIN
   -- Query actual value
   SELECT actual_value
   INTO l_actual_value
   FROM business, ams_act_metrics_all actmetric
   WHERE actmetric.activity_metric_id = p_activity_metric_id
   AND business.id = actmetric.act_metric_used_by_id;
   RETURN l_actual_value;
END;

Creating a Function Metric

Navigation: Administration > Marketing > General > Metric > Create

Notes

Implementing Variable Metrics

When creating a variable metric you are required to select a multiplier metric. A multiplier metric can be any manual or function metric with the same "Used With" object - is not a cost or revenue category.

The variable metric unit value can be entered by the user for forecast value. However, the actual unit value is calculated based on the actual value divided by the actual value of the multiplier metric.

When the variable metric is assigned to a marketing object the multiplier metric is also assigned (if not already present). When the metrics are refreshed the variable metric is updated.

For example, “postage costs” can be associated to a number of people in a target group (contacts). To contact them you have a mailer you sent out, and postage for this is.37/person. You have 500 people in the target contact group. The variable metric takes.37 and multiplies it by the # of people in your contact group.

Prerequisites: The multiplier metric must be defined before creating the variable metric

Navigation: Administration > Marketing > General > Metric > Create

Notes

Implementing Formula Metrics

You can create formula metrics from the administration area. Log in as the Administrator and create the formula metrics.

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

Notes

If the formula is not valid, the following message appears:

Associating Metrics to Marketing Objects

You can create metrics for any object that exists in the Oracle Marketing application. After the metric has been created by the Administrator, the marketer will use the metric in association with the Campaign object being measured.

For example, if a Manual Metric called “total cost” has been created for the Campaign Object, a marketer will simply navigate to the Campaign Details page and select Metric. The Manual Metric "total cost" will be available and will be associated to the Campaign Object by the marketer. For more details, see the Oracle Marketing User Guide.

Running the Metrics Concurrent Program

After implementing any type of metric, the concurrent manager for metrics must be set up. The Metrics Refresh Engine utilizes PL/SQL features to quickly, and correctly roll up values.

A check is made to see if any rollup metrics are missing. That is, a metric defined with a rollup parent, and the associated activity metric does not have a rollup parent.

The following steps are made in the refresh process:

Prerequisites: Metric is properly set up

Navigation: Applications > Functions > Setups > Concurrent Requests > Submit a New Request

Notes

Control Groups and Metrics

Control Groups help analyze campaign effectiveness. The post activity analysis report provides a detailed illustration of the selected metric for the Contact and Control Group members, and how it can leverage the campaign. Marketers can use the Control Group Analysis report to compare the behavior of the Contact and Control Groups. This in turn helps them arrive at definitive conclusions on the effectiveness of their marketing activities.

Contact Groups and Control Groups

From the Control Group report search page, marketers can drill down to the actual report with the values between the Contact and the Control Groups per Activity by clicking on the corresponding View Report icon. At an activity level, this report provides insight into the performance of the Control Group and Contact Group members.

Collecting Metrics History

Every metric line item in the metrics table contains a History icon. However, the Metric history column is not displayed by default in any of the seeded views. The user can personalize the seeded views to display the Metrics History icon. The Metric History icon is displayed for Rollup, Summary, Manual, Formula and Function metrics for both seeded and user-defined metrics.

The Metric History page displays only the actual values associated with the metric. Clicking on the history icon navigates the user to a new Metric History page. The following are the components of the metrics history page:

Seeded Metrics Reference

A number of commonly used marketing metrics, such as Total Cost, Total Revenue, Responses Count and Event Registrants, are included in with the deployment of the Oracle Marketing application. The following is a listing of the metrics which are selectable for association to specific marketing activities/objects.

Seeded Metrics
Metric Name Metric Id Used With Object Calculation Type Category Metric Parent Id Summary Metric Id
Total Campaign Cost 1 Any Summary Cost - -
Total Campaign Direct Cost 2 Any Summary Cost - 1
Rolled-up Campaign Deliverable Cost 3 Any Rollup Cost 3 2
Rolled-up Campaign Event Cost 4 Any Rollup Cost 4 2
Rolled-up Campaign Cost 5 Any Rollup Cost 5 57
Total Campaign Indirect Cost 6 Any Summary Cost - 1
Total Campaign Revenue 7 Any Summary Revenue - -
Rolled-up Campaign Revenue 8 Any Rollup Revenue 8 62
Total Campaign Response 9 Any Summary Response - -
Campaign Response 10 Campaign Manual Response 11 64
Rolled-up Campaign Response 11 Any Rollup Response 11 64
Total Campaign Activity Cost 12 Any Summary Cost - -
Total Campaign Activity Direct Cost 13 Any Summary Cost - 12
Rolled-up Campaign Activity Deliverable Cost 14 Any Rollup Cost 14 13
Rolled-up Campaign Activity Event Cost 15 Any Rollup Cost 15 13
Direct Cost 16 Campaign Activity Manual Cost 171 57
Total Campaign Activity Indirect Cost 17 Any Summary Cost - 12
Total Campaign Activity Revenue 18 Any Summary Revenue - -
Revenue 19 Campaign Activity Manual Revenue 8 62
Total Campaign Activity Response 20 Any Summary Response - -
Response 21 Campaign Activity Manual Response 11 64
Total Event Cost 22 Any Summary Cost - -
Total Event Direct Cost 23 Any Summary Cost - 22
Rolled-up Event Deliverable Cost 24 Any Rollup Cost 24 22
Rolled-up Event Campaign Cost 25 Any Rollup Cost 25 23
Rolled-up Event Cost 26 Any Rollup Cost 26 57
Total Event Indirect Cost 27 Any Summary Cost - 22
Total Event Revenue 28 Any Summary Revenue - -
Rolled-up Event Revenue 29 Any Rollup Revenue 29 62
Total Event Response 30 Any Summary Response - -
Event Response 31 Event Manual Response 32 64
Rolled-up Event Response 32 Any Rollup Response 32 64
Total Event Schedule Cost 33 Any Summary Cost - -
Total Event Schedule Direct Cost 34 Any Summary Cost - 33
Rolled-up Event Schedule Deliverable Cost 35 Any Rollup Cost 35 34
Rolled-up Event Schedule Campaign Cost 36 Any Rollup Cost 36 34
Direct Cost 37 Event Schedule Manual Cost 172 57
Total Event Schedule Indirect Cost 38 Any Summary Cost - 33
Total Event Schedule Revenue 39 Any Summary Revenue - -
Revenue 40 Event Schedule Manual Revenue 29 62
Total Event Schedule Response 41 Any Summary Response - -
Response 42 Event Schedule Manual Response 32 64
Total Deliverable Cost 43 Any Summary Cost - -
Total Deliverable Direct Cost 44 Any Summary Cost - 43
Creative Cost 45 Deliverable Manual Cost - 57
Other Cost 46 Deliverable Manual Cost - 57
Postage Cost 47 Deliverable Manual Cost - 57
Total Deliverable Indirect Cost 48 Any Summary Cost - 43
Total Deliverable Revenue 49 Any Summary Revenue - -
Revenue 50 Deliverable Manual Revenue - 62
Total Deliverable Response 51 Any Summary Response - -
Response 52 Deliverable Manual Response - 64
Other Cost 53 Campaign Manual Cost 5 57
Other Cost 54 Event Manual Cost 26 57
Allocation 55 Campaign Allocation Allocation - -
Total Cost 56 Any Summary Cost - -
Total Direct Cost 57 Any Summary Cost - 56
Rolled-up Deliverable Cost 58 Any Rollup Cost 58 57
Rolled-up Event Program Cost 59 Any Rollup Cost 59 57
Rolled-up Cost 60 Any Rollup Cost 60 57
Total Indirect Cost 61 Any Summary Cost - 56
Total Revenue 62 Any Summary Revenue    
Rolled-up Revenue 63 Any Rollup Revenue 63 62
Total Response 64 Any Summary Response - -
Rolled-up Response 65 Any Rollup Response 65 64
Campaign Response 66 Program Manual Response 65 64
Other Cost 67 Program Manual Cost 60 57
Allocation 68 Program Allocation Allocation - -
Total One-Off Event Cost 69 Any Summary Cost - -
Total One-Off Event Direct Cost 70 Any Summary Cost - 69
Rolled-up One-Off Event Deliverable Cost 71 Any Rollup Cost 71 70
Rolled-up One-Off Event Campaign Cost 72 Any Rollup Cost 72 70
Direct Cost 73 One-Off Event Manual Cost 173 57
Total One-Off Event Indirect Cost 74 Any Summary Cost - 69
Total One-Off Event Revenue 75 Any Summary Revenue - -
Revenue 76 One-Off Event Manual Revenue 174 62
Total One-Off Event Response 77 Any Summary Response - -
Response 78 One-Off Event Manual Response 175 64
Total Leads 81 Any Summary Leads - -
Rolled-up Campaign Leads 82 Any Rollup Leads 82 81
Leads 83 Campaign Activity Function Leads 82 81
Leads 84 Event Schedule Function Leads 86 81
Leads 85 One-Off Event Function Leads 87 81
Rolled-up Event Leads 86 Any Rollup Leads 86 81
Rolled-up One-Off Event Leads 87 Any Rollup Leads 87 81
Total Opportunities 91 Any Summary Opportunities - -
Rolled-up Campaign Opportunities 92 Any Rollup Opportunities 92 91
Opportunities 93 Campaign Activity Function Opportunities 92 91
Opportunities 94 Event Schedule Function Opportunities 96 91
Opportunities 95 One-Off Event Function Opportunities 97 91
Rolled-up Event Opportunities 96 Any Rollup Opportunities 96 91
Rolled-up One-Off Event Opportunities 97 Any Rollup Opportunities 97 91
Total Orders Amount 101 Any Summary Orders Amount -
Rolled-up Campaign Orders Amount 102 Any Rollup Orders Amount 102 101
Orders Amount 103 Event Schedule Function Orders Amount 106 101
Orders Amount 104 One-Off Event Function Orders Amount 107 101
Orders Amount 105 Campaign Activity Function Orders Amount 102 101
Rolled-up Event Orders Amount 106 Any Rollup Orders Amount 106 101
Rolled-up One-Off Event Orders Amount 107 Any Rollup Orders Amount 107 101
Total Registrants 121 Any Summary Registrants - -
Rolled-up Event Registrants 122 Any Rollup Registrants 122 121
Registrants 123 Event Schedule Function Registrants 122 121
Registrants 124 One-Off Event Function Registrants 125 121
Rolled-up One-Off Event Registrants 125 Any Rollup Registrants 125 121
Total Attendees 131 Any Summary Attendees - -
Rolled-up Event Attendees 132 Any Rollup Attendees 132 131
Attendees 133 Event Schedule Function Attendees 132 131
Attendees 134 One-Off Event Function Attendees 135 131
Rolled-up One-Off Event Attendees 135 Any Rollup Attendees 135 131
Total Cancellations 141 Any Summary Cancellations - -
Rolled-up Event Cancellations 142 Any Rollup Cancellations 142 141
Cancellations 143 Event Schedule Function Cancellations 142 141
Cancellations 144 One-Off Event Function Cancellations 145 141
Rolled-up One-Off Event Cancellations 145 Any Rollup Cancellations 145 141
Total Orders Count 151 Any Summary Orders Count - -
Rolled-up Campaign Orders Count 152 Any Rollup Orders Count 152 151
Rolled-up Event Orders Count 153 Any Rollup Orders Count 153 151
Rolled-up One-Off Event Orders Count 154 Any Rollup Orders Count 154 151
Orders Count 155 Campaign Activity Function Orders Count 152 151
Orders Count 156 Event Schedule Function Orders Count 153 151
Orders Count 157 One-Off Event Function Orders Count 154 151
Total Responses Count 161 Any Summary Response - -
Rolled-up Campaign Responses Count 162 Any Rollup Response 162 161
Rolled-up Event Responses Count 163 Any Rollup Response 163 161
Rolled-up One-Off Event Responses Count 164 Any Rollup Response 164 161
Responses Count 165 Campaign Activity Function Response 162 161
Responses Count 166 Event Schedule Function Response 163 161
Responses Count 167 One-Off Event Function Response 164 161
Rolled-up Campaign Direct Cost 171 Any Rollup Cost 171 57
Rolled-up Event Direct Cost 172 Any Rollup Cost 172 57
Rolled-up One-Off Event Direct Cost 173 Any Rollup Cost 173 57
Rolled-up One-Off Event Revenue 174 Any Rollup Revenue 174 62
Rolled-up One-Off Event Response 175 Any Rollup Response 175 64
Rolled-up Campaign Indirect Cost 176 Any Rollup Cost 176 17
Rolled-up Event Indirect Cost 177 Any Rollup Cost 177 38
Rolled-up One-Off Event Indirect Cost 178 Any Rollup Cost 178 74