Oracle® Fusion Applications Marketing Implementation Guide 11g Release 1 (11.1.3) Part Number E20372-03

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6 Define Common Marketing Configuration

This chapter contains the following:

Define Integration Points for Segmentation Manager

Manage Marketing Standard URLs

Importing Marketing Standard URLs: Explained

Review Diagnostics for Marketing

Define Marketing Promotions

Define Campaign and Response Notes for Marketing

Define Campaign Tasks for Marketing

Define Marketing Templates: Manage Marketing Campaign Templates

Define Marketing Templates: Manage Marketing Treatment Templates

Configure Marketing Campaigns and Responses

Define Integration Points for Segmentation Manager

Marketing Segments and Segment Trees: Highlights

Segmentation is the practice of dividing a customer base into groups that are similar in specific ways such as demographics or past purchases. Marketers use segmentation to target groups of customers and allocate marketing resources effectively. Segments and segment trees are selected in marketing campaigns to receive marketing communications and to generate leads. Marketing Segmentation supports the creation and management of segments and segment trees.

Manage Marketing Segments

• For information about marketing segments and segment trees, see the Using Marketing Segments and Segment Trees chapter in the Marketing Segmentation Guide.

Creating a Personalization Format List for Treatments: Worked Example

You want to create an e-mail Personalization Format List to use as part of your Treatment creation process.

This example demonstrates how to create and use a e-mail personalization format list to provide merge fields for your treatment. You want to personalize the e-mail message sent to each industry-specific recipient of your campaign.

Accessing List Format Designer

1. Access List Formats from three points as follows:

   • From Oracle Business Intelligence Enterprise Edition (BIEE) application, navigate to New - List Format.

   • From the Setup and Maintenance work area, select the Manage Marketing Segments task. From the Manage Marketing Segments page, select Manage List Formats.

   • From the Campaigns work area, select the Manage Marketing Segments task, then select Manage List Formats to go to the List Formats page.

Creating Personalization Format List Columns

You want to ensure the following columns are available as merge fields in your e-mail treatment template: Industry Name, Person First Name, Person Last Name, and E-mail Address

1. From the List Formats page, click Catalog from the toolbar and copy a predefined Campaign Members Export format file as follows:

   • Navigate to /Shared Folders/Marketing/Segmentation/List Formats/

   • Locate the Campaign Members Export Format file and click More, and then Copy.

   • Navigate to /My Folders/ and select the Paste icon from the toolbar to place the predefined format list file in your area to modify as required.

   • Click Edit to open the List Formats page and the columns contained in the Campaign Members Export Format are displayed in the Selected Columns area.

     Ensure that you keep the following required columns for your e-mail personalization format list file. These columns are used by the E-Mail Marketing Server for processing activities and reporting purposes.

     • Email Address

     • Stage Member Id

     • Contact Party Id

     • Treatment Id

     • Campaign Id

     • Source Code

     • Forwarder Message

     • Personalized Text

     • Person First Name

     • Person Last Name

     • Current Date

     • Current Time

     If you want, you can remove any other columns in the format list that you do not intend to use.

   Next, you want to add a new column Industry Name to you e-mail personalization format.

2. From the Subjects Areas section, expand the Account Industry folder, and drag and drop Industry Name to the Selected Columns area.
3. Remove the folder heading portion of the column header caption for the new Industry Name column created in Step 3.

   The E-Mail Marketing Server expects each column header in the e-mail file to contain the column header, not the folder header caption. Also, you must remove any spaces between column names in the Column Heading field.

   Use the following steps to remove the folder heading portion of the column header caption:

   • Select the icon to the right of the Industry Name column to access the Column Properties page.

   • In the Column Properties window, select the Custom Headings check box.

   • Delete the value in the Folder Heading field.

   • Delete the space between Industry and Name in the Column Heading field.

   • Click OK.

4. Click the Save As icon on the toolbar and save your personalization format list in /Shared Folders/Marketing/Segmentation/List Formats/

Defining Your Marketing Treatment

Create a marketing treatment using your personalization format as follows:

1. From the Campaigns work area, double click Create Treatment.
2. From the Enter Treatment Details page, select E-mail in the Channel field.
3. From the Enter Channel Details page, go to Personalization Format field. In this example, browse to /shared/Marketing/Segmentation/List Formats/ and select the personalization format you previously created.
4. From the Define Content page, go to Edit Content and select Merge fields in the Element field.
5. From the Element Value list, view the values that you defined in your Personalization Format List.

   The values in the list format are now available to use when defining the treatment content by inserting merge fields and previewing the content.

Manage Marketing Standard URLs

How Standard URLs and Marketing Content Fit Together

When creating marketing content, you can insert various types of URLs. Standard URLs are one type that you predefine and that can be used across many campaigns. Additional URLs are common response forms predefined by Oracle and ad hoc URLs that can be defined while creating content, if a predefined URL does not already exist. An Ad Hoc URL is not reusable.

Standard URLs

Navigate to the Manage Standard URLs task in the Functional Setup Manager application to define Standard URLs that can be easily selected when creating marketing content.

Enable tracking if you want to track e-mail recipient clicks. If enabled, every time a contact clicks a link in a campaign e-mail, the click is recorded as a response, together with details pertaining to the URL.

A dynamic URL is not a URL that recipients will click, but used instead as a source for content to be automatically inserted when the e-mail is sent. Consequently, tracking does not apply to dynamic URLs.

Managing URL Categories

The Marketing URL Category lookup provides the choices for Standard URL categories. Your application administrator can add categories by navigating to the Manage Marketing Standard Lookups task in the Functional Setup Manager application.

Marketing Content

To include these predefined URLs in your marketing content, select the Element toolbar button and then select Standard URL or Dynamic URL. This feature is available for content created or edited in Treatments, Treatment Templates, Mini Campaigns, and Sales Campaigns.

Importing Marketing Standard URLs: Explained

You can create or update marketing standard URLs by navigating to Setup and Maintenance and selecting the Manage Marketing Standard URLs task or by importing data through interface tables. To import marketing standard URLs, you use the tool of your preference to load the data then use scheduled processes to import the data. Having a good understanding of the application object, interface table, and destination table will help you prepare your import data.

Consider the following when importing marketing standard URLs:

• Import interface table, destination table, and application object

• Scheduled processes

Import Interface Table, Destination Table, and Application Object

Importing marketing standard URLs involves one interface table and one destination table.

The following table lists the interface table, destination table, and resulting application object:

To obtain the unique IDs of existing application data, use the Define Data Export Setup and Maintenance task list.

Scheduled Processes

Navigate to Scheduled Processes to schedule the import of data from the interface tables to the destination tables.

The following table displays the process you can schedule to import marketing standard URLs:

Review Diagnostics for Marketing

Marketing Source Codes: Explained

A marketing source code is a unique identifier that represents a campaign or marketing activity and is used to track marketing effectiveness.

Source Codes

Marketing source codes are automatically generated for every campaign and marketing activity. In a multistage campaign, you can override the generated source code value with your own value at the campaign level and for stages of type Event.

To view a listing of source codes and associated campaign components, navigate to the Review Marketing Source Codes task in Functional Setup Manager. Note that a source code can be listed more than once in this page to support querying on specific promotions and coupons. Consider the following scenario:

• Two segments are defined, Gold Customers and Silver Customers, representing the two highest levels of preferred customers.

• Two treatments are defined. One intended for Gold Customers that includes a promotion with two coupons. Another intended for Silver Customers that includes a promotion with one coupon.

• A campaign is created for the Summer product catalog. A stage is designed with a fixed date and does not repeat. Each segment is allocated to the corresponding treatment in the stage design.

The source codes for the stage are generated based on the combination of stage instance, audience, and treatment. Since the Gold Customer Product Promotion treatment has two coupons, the source code that represents the stage instance, audience, and treatment combination is listed twice.

The following table illustrates the source codes displayed in the Review Marketing Source Codes page for this scenario.

Using this same example, you can determine all campaign activities that include the Limited Time Discount by using Query by Example and entering the coupon name in the field provided above the Coupon column.

Associating Source Codes to Responses and Leads

Source codes associated with responses and leads provide a reference to marketing campaign activities for tracking campaign effectiveness.

You can provide a source code when creating, editing, or importing a marketing response. A response generated as a result of an e-mail campaign trackable URL or an e-mail bounce inherits the source code derived from the originating e-mail marketing campaign.

A source code can be associated with leads when designing a lead generation stage in a multistage campaign, when manually creating or editing a lead, or when importing a lead. A lead created from a converted response will inherit the source code from the response.

Define Marketing Promotions

Marketing Promotions and Coupons: Explained

Promotion names and associated coupon codes provide tracking for offers extended to customers.

This topic includes the following:

• Promotions, Coupons, and Marketing Treatments

• Promotions and Mini Campaigns

• Promotions, Coupons, and Source Codes

• Promotions, Coupons, and Marketing Responses

Promotions, Coupons, and Marketing Treatments

You can add promotion names and selective coupon codes to a treatment, where you design the promotional message and coupon content. You allocate the treatment to specific customer segments or lists of contacts when designing your multistage campaign. You can design one treatment per promotion, per coupon, or combinations of promotions and coupons. You can also assign promotions and coupons to more than one treatment.

Promotions and Mini Campaigns

You can add promotion names to your mini campaign, where you design the promotional message and coupon content to be delivered to the customer segments and lists of contacts selected for the campaign. You can design one mini campaign per promotion or multiple promotions, all coupons for the selected promotion are automatically included. You can also design many mini campaigns using the same promotion.

Promotions, Coupons, and Source Codes

A marketing source code is a unique identifier that represents a campaign or marketing activity and is used to track marketing effectiveness. While a source code does not represent individual promotions or coupons, it does represent the campaign stage instance, audience segment or list, and treatment combination of a multistage campaign, and the instance, campaign content, and audience segment or list combination of a mini campaign.

To view a listing of source codes and associated campaign components, navigate to the Review Marketing Source Codes task in Functional Setup Manager. Note that a source code can be listed more than once in this page to support querying on the related promotions and coupons.

Promotions, Coupons, and Marketing Responses

You can provide a source code when creating, editing, or importing a marketing response. A response generated as a result of an e-mail campaign trackable URL or an e-mail bounce inherits the source code derived from the originating e-mail marketing campaign

By providing a source code on the marketing response, associated promotions and coupons are also added as informative information on the response. You can search responses by promotion name and coupon code.

Define Campaign and Response Notes for Marketing

Defining Notes: Points to Consider

A note is a record attached to a business object that is used to capture nonstandard information received while conducting business. When setting up notes for your application, you should consider the following points:

• Note Types

• Note Type Mappings

Note Types

Note types are assigned to notes at creation to categorize them for future reference. During setup you can add new note types, and you can restrict them by business object type through the process of note type mapping.

Note Type Mappings

After note types are added, you must map them to the business objects applicable to your product area. Select a business object other than Default Note Types. You will see the note types only applicable to that object. If the list is empty, note type mapping doesn't exist for that object, and default note types will be used. Select Default Note Types to view the default note types in the system. Modifying default note types will affect all business objects without a note type mapping. For example, you have decided to add a new note type of Analysis for your product area of Sales-Opportunity Management. Use the note type mapping functionality to map Analysis to the Opportunity business object. This will result in the Analysis note type being an available option when you are creating or editing a note for an opportunity. When deciding which note types to map to the business objects in your area, consider the same issues you considered when deciding to add new note types. Decide how you would like users to be able to search for, filter, and report on those notes.

Define Campaign Tasks for Marketing

Turning a Business Process into a Task Template: Example

This example illustrates how to create a task template that represents a business process.

Scenario

A sales manager wants to create a task template for her department's client product demonstration process.

Client Product Demonstration Activities

The client product demonstration process occurs regularly. The sales manager does not want to manually create tasks for this process every time it occurs, so she decides to create a task template that includes the business process activities. Each time she repeats the business process, she can use the task template to automatically generate the appropriate tasks that need to be performed.

Analysis

The business process consists of the following activities:

• Book a conference room.

• Create an agenda.

• Confirm the date and time with the client.

• Make arrangements with presenters.

• Deliver product demonstration.

• Follow up with client.

Resulting Task Template

Based on the analysis of the business process, the following task template is created:

Task Template Name: Client Product Demonstration

Defining Tasks: Points to Consider

A task is a unit of work to be completed by one or more people by a specific completion date. When using tasks in your application, you should consider the following points:

• Tasks

• Task Templates

Tasks

A task is defined with a description, due date and category. Each task has an owner, who oversees or is responsible for the task, and one or more assignees who perform the work. The task can be related to a business object, such as an Opportunity, a customer or, one or more external contacts. Tasks may also have Notes for general information, Attachments for tracking e-mail or project documents and Interactions which record customer communications.

Task Templates

Often a set of Tasks are performed repeatedly for a particular process and to support this administrators can define Task Templates, which represent a group of tasks. These task templates can be invoked by users working on a particular business object, for example a lead, campaign, or an opportunity. The user selects the appropriate task template for the goal they want to achieve and this creates the tasks and associates them with the business object being worked on. This saves the user from creating multiple tasks when an Opportunity reaches a particular sales stage, or the same set of tasks each time a marketing campaign is created.

How can I create a task template that is available to associate with assessment templates?

Create the task template with a subtype of Assessment.

Define Marketing Templates: Manage Marketing Campaign Templates

Turning a Business Process into a Task Template: Example

This example illustrates how to create a task template that represents a business process.

Scenario

A sales manager wants to create a task template for her department's client product demonstration process.

Client Product Demonstration Activities

The client product demonstration process occurs regularly. The sales manager does not want to manually create tasks for this process every time it occurs, so she decides to create a task template that includes the business process activities. Each time she repeats the business process, she can use the task template to automatically generate the appropriate tasks that need to be performed.

Analysis

The business process consists of the following activities:

• Book a conference room.

• Create an agenda.

• Confirm the date and time with the client.

• Make arrangements with presenters.

• Deliver product demonstration.

• Follow up with client.

Resulting Task Template

Based on the analysis of the business process, the following task template is created:

Task Template Name: Client Product Demonstration

Campaign Stage Design Elements: Explained

The campaign design interface provides the components you use to create stages and specify audiences, treatments, allocation, schedule, event details, additional options, and lead options. The elements available to specify for each stage are determined by the stage type you select.

The standard design elements are described in the sections that follow.

Audience

The audience collectively describes all the contacts you want to target in the campaign. Only Interaction and Lead Generation stages have audiences. For an Interaction stage, the audience can include any combination of segment trees, segments and lists. Once you launch the campaign, lists are expanded to show individual contacts. For a Lead Generation stage, the audience can include segment trees and segments, but not lists.

The Quick Add Audience list provides convenient access to the most widely used segments and lists. Because users can modify the set of segments and lists that appears in the Quick Add list, the list reflects changes made by you and also by other users.

Treatments

Treatment is a marketing term describing the content that is to be delivered to the target audience of a marketing campaign. Applicable to Interaction and Advertising stages, you can add any number of treatments from the stage action menu or from the Quick Add list. You and other users can modify the Quick Add Treatment list in the same manner as the Quick Add Audience list. If necessary, you can create new treatments to include in your campaign.

Allocations

Allocation describes the process of relating the selected audience members to the corresponding treatments, to determine what content each contact will receive.

Applicable to Interaction stages, the two available modes of allocation are Simple and Advanced.

• In Simple mode, you can only allocate 100 percent of the audience element, whether segment or list, to a treatment.

• In Advanced mode, you can allocate by count or by percentage, and you can allocate a specific count or percentage of audience members to a control group. The control group is a random sampling of contacts who will not receive the campaign marketing material. You can evaluate the effectiveness of the campaign by comparing responses from control group members to responses from contacts who received the marketing material. In order to have your supplier process the full volume of transactions, you allocate more than 100 percent of the audience. For example, if your supplier is to send 5000 e-mails, and you want a control group of 500, you would allocate 5500 audience members and specify the control group size. When the stage executes, 5500 audience members will be loaded, but 500 will be identified as control group members, and excluded from the launch.

Schedule

Applicable to Interaction stages, the schedule shows the start and end times of each system task that will be executed as part of the Load, List Export and Launch processes. By default, the Load, List Export and Launch processes run consecutively, each immediately following completion of its predecessor, on the date scheduled for the stage.

Optionally, you can enable manual tasks, which can be run by customized BPEL process. You can specify the duration of each process, and can request notification to the owner when it has completed. The dates of all subsequent steps are adjusted automatically to allow for the duration of added processes.

Event Details

Applicable to Event stages, you can choose from the list of event types, choose the venue, and optionally, add attachments.

Additional Options

Applicable to Interaction and Lead Generation stages, this page provides additional choices for loading audience segments and for lead generation processing.

Lead Options

For a Lead Generation stage, once you have added audience segments and trees, select the audiences from which leads are to be created. For each audience, select the source code, so that the resultant leads can be tracked back to the corresponding marketing activity.

Repeating Campaign Stages: Points to Consider

Within a single campaign, you can define stages that repeat on a daily, weekly or monthly basis for the duration you specify, and can funnel customers through stages that repeat at different intervals.

You can create and manage repeating stages with varying degrees of complexity, such as the following:

• Repeating a single stage

• Repeating two stages with simple funneling

• Repeating two stages with complex funneling

• Pausing a campaign with repeating stages

Repeating a Single Stage

You can create a very simple campaign to target customers who have bought a subscription to your ABC product, to remind them when their subscription is about to expire, and offer a discount if they choose to renew for a longer term.

Repeating Two Stages with Simple Funneling

Your campaign has two repeating stages:

• Stage One, which repeats monthly, looks for all customers who buy your ABC product, to send them an e-mail with a link to the online user forum for ABC product. Every time a user finds an answer from the forum, rather than making a support call, your company saves money.

• Stage Two, which repeats quarterly, is funneled from Stage One, and looks for all customers who accessed the online user forum, to send them an offer to purchase one year of support for ABC product at a 50 percent discount.

When the first instance of Stage Two begins, Stage One has already repeated three times. All customers who were targeted in the first three instances of Stage One, and who subsequently visited the online forum, qualify for the discount offer, which is sent to them in the first instance of Stage Two.

When the second instance of Stage Two begins, Stage One has already repeated six times. The first instance of Stage Two has already targeted customers from the first three instances of Stage One. To ensure that no eligible customer gets a duplicate e-mail with the same discount offer, Stage Two must compute a segment which includes only those customers targeted in the last three instances of Stage One.

Repeating Two Stages with Complex Funneling

Again, your campaign has two repeating stages:

• Stage One, which repeats quarterly, targets customers who have attended your webinar during the last three months, and sends them a coupon that is valid for one year and which they can redeem online at any time within the year.

• Stage Two, which repeats monthly, is funneled from Stage One to find customers who redeemed their coupon online, plus those who also attended your webinar, and send them invitations to a company event, scheduled near their location, where they can share their experience with other customers from the same area.

Stage Two repeats frequently, to ensure that customers have the opportunity to attend an event soon after they purchase the product and redeem the coupon. The first instance of Stage Two starts soon after the first instance of Stage One, but Stage Two then repeats more frequently than Stage One.

When the third instance of Stage One begins, six instances of Stage Two have already occurred. When the seventh instance of Stage Two begins, it is not enough to target the same customers as in the second instance of Stage One, since there may be some customers who were targeted in the first instance of Stage One but who redeemed their coupons later.

It is therefore better to compute a segment for every instance of Stage Two that:

• includes all customers targeted in all previous instances of Stage One and

• excludes all customers targeted in all previous instances of Stage Two

In this way, all customers who were ever targeted by Stage One are considered for Stage Two, but no customer gets duplicate treatment for Stage Two.

Pausing a Campaign with Repeating Stages

If a campaign is paused, all repeating stages are skipped for the duration of the pause. When the dialog resumes after the pause, any repeating stages execute on their next scheduled occurrence.

Stage Schedule Automatic Tasks: Explained

You can monitor the execution status of all completed and active processes in your campaign, to check that the campaign stages are on track in terms of completion dates and times.

Campaign execution tasks are grouped in three categories:

• Load

• List Export

• Launch

Each category has a mandatory automatic task plus optional, configurable tasks.

Load

The load task uses segments or lists to build the audience of campaign members targeted in a particular stage. Every segment has an associated load format, that determines which campaign member attributes are to be loaded. Optionally, you can override this default format by selecting a different load format on the Additional Options tab.

You can tailor the load schedule by enabling optional tasks, either for manual intervention or for a custom action to be executed automatically. Once the load process completes successfully, you can view individual campaign members in the Campaign Execution details for the stage.

List Export

The list export task takes the data from the load task, generates a text file of recipients, and uploads the file to the Universal Content Manager (UCM). The ID of this text file, together with the ID of the treatment stored in UCM, is made available to the supplier associated with the treatment, in the Launch task.

Launch

The launch task does the following:

• If the supplier is Oracle Fusion E-Mail and Web Marketing, the e-mails are delivered using the content and campaign member data uploaded in the List Export phase.

• For third party suppliers, the list of campaign members and content is delivered to them based on their distribution profile settings.

Campaign Stage Additional Options: Explained

Additional options are available for Interaction and Lead Generation campaign stages.

This page has the following fields.

• Purge Cache

• Allowable Error Count

• Original System Reference

• Load Format

• Duplicate Look Back Days

Purge Cache

During the load process, the campaign members for each stage are loaded into the database. For segments, the selected contacts are also stored in the segmentation cache. The segmentation cache is purged automatically 24 hours after loading, so there is no need to select this option if more than 24 hours have elapsed since the last load cycle.

Allowable Error Count

Applies only to Lead Generation stages. Specify the maximum number of errors to allow before stopping the lead import process and the corresponding execution of the stage.

Original System Reference

Applies only to Lead Generation stages. Provide a source reference for the newly imported records.

Load Format

Specify the path and file name to a new mapping that will override the default load format for all segments in the stage.

Duplicate Look Back Days

Applies only to Lead Generation stages. Specify the number of days in the immediate past that the import process will check for duplicates, when importing new leads.

FAQs for Manage Marketing Campaign Templates

What happens if I create a campaign from a template or an existing campaign?

Most planning and design attributes are copied. When creating from a previous campaign or from a template, the following elements are copied:

• Attachments

• Stages

• Audiences associated with stages

• Treatments associated with stages

When creating a campaign from a template, the following additional elements are copied:

• Tasks from any task template associated with the campaign template

The following elements are not copied:

• Campaign team

• Notes

• Allocations

• Schedules

What happens to existing campaigns if I update the campaign template?

Existing campaigns that were created from the template are unaffected. Your changes will only affect campaigns created after the template is updated.

Campaign templates provide models to use as a basis when planning and designing multistage campaigns. When you use a template to create a multistage campaign, the template values are copied to the new campaign and the template's purpose then ends for that campaign.

How can I change the quick add list when designing multistage campaigns?

The Quick Add lists contain collections of favorite treatments and audiences. The lists reflect the most recent changes, as users add and remove items. In the contextual area, click the Edit List link below the Quick Add list you want to change. A window opens, showing all the items available for that list. You can select one or more items and use the arrow buttons to move your selection into or out of the Quick Add list.

What's the difference between updating the count and refreshing the allocation?

Updating the count recalculates the number of members in segments and segment trees. This is useful when the segment rules have been changed, or if you are revisiting the campaign design after an interval where many more contacts may have been added to the segment.

Refreshing the allocation recalculates the matrix where audience members are allocated to treatments. You can refresh your allocation of numbers or of percentages, or you can change between numbers and percentages.

What's a campaign stage custom action?

A custom action is a BPEL workflow that your enterprise has created and registered, to extend the automated load capabilities and extend or replace the automated launch capabilities of an interaction stage in a multistage campaign. During campaign design, you can optionally select custom actions when you schedule the execution activities for the stage.

What happens if I select the notify option for a stage schedule activity?

When the activity completes, or if it encounters an error condition, an e-mail notification is sent to the owner named for this step in the schedule.

What happens if I deselect the Enforce Approvals check box after campaign approval has started?

While approval is pending, a campaign cannot be changed. If you have authority to deselect Enforce Approvals, and decide that you do not want to seek approval for your campaign, you must first withdraw the approval request.

Campaign approval is enabled by a profile option. If approval is enforced, you must obtain approval before the campaign can be activated. You can override the requirement for mandatory approval only if you have the marketing vice president role.

Define Marketing Templates: Manage Marketing Treatment Templates

Importing Marketing Treatments: Explained

You can create or update marketing treatments by navigating to the Treatments work area and treatment templates by navigating to Setup and Maintenance and selecting the Manage Marketing Treatment Templates task, or by importing data through interface tables. To import treatments and treatment templates, you use the tool of your preference to load the data then use scheduled processes to import the data. Having a good understanding of the application objects, interface tables, and destination tables will help you prepare your import data.

Consider the following when importing treatments:

• Import interface tables, destination tables, and application entities

• Scheduled processes

Import Interface Tables, Destination Tables, and Application Entities

The treatment and treatment templates consists of many entities that form the treatment. Each entity is tied to an interface table.

The following table lists the interface tables, destination tables, and resulting application entities:

To obtain the unique IDs of existing application data, use the Define Data Export Setup and Maintenance task list.

You can import extensible, custom attributes in the same process as your treatment object. Design your object model extensions in Oracle Fusion CRM Application Composer and generate the required artifacts to register your extensions and make them available for importing before you populate the corresponding extensible columns in the interface tables.

Scheduled Processes

Navigate to Scheduled Processes to schedule the import of data from the interface tables to the destination tables.

The following table displays the process you can schedule to import treatments and treatment templates:

Marketing Promotions and Coupons: Explained

Promotion names and associated coupon codes provide tracking for offers extended to customers.

This topic includes the following:

• Promotions, Coupons, and Marketing Treatments

• Promotions and Mini Campaigns

• Promotions, Coupons, and Source Codes

• Promotions, Coupons, and Marketing Responses

Promotions, Coupons, and Marketing Treatments

You can add promotion names and selective coupon codes to a treatment, where you design the promotional message and coupon content. You allocate the treatment to specific customer segments or lists of contacts when designing your multistage campaign. You can design one treatment per promotion, per coupon, or combinations of promotions and coupons. You can also assign promotions and coupons to more than one treatment.

Promotions and Mini Campaigns

You can add promotion names to your mini campaign, where you design the promotional message and coupon content to be delivered to the customer segments and lists of contacts selected for the campaign. You can design one mini campaign per promotion or multiple promotions, all coupons for the selected promotion are automatically included. You can also design many mini campaigns using the same promotion.

Promotions, Coupons, and Source Codes

A marketing source code is a unique identifier that represents a campaign or marketing activity and is used to track marketing effectiveness. While a source code does not represent individual promotions or coupons, it does represent the campaign stage instance, audience segment or list, and treatment combination of a multistage campaign, and the instance, campaign content, and audience segment or list combination of a mini campaign.

To view a listing of source codes and associated campaign components, navigate to the Review Marketing Source Codes task in Functional Setup Manager. Note that a source code can be listed more than once in this page to support querying on the related promotions and coupons.

Promotions, Coupons, and Marketing Responses

You can provide a source code when creating, editing, or importing a marketing response. A response generated as a result of an e-mail campaign trackable URL or an e-mail bounce inherits the source code derived from the originating e-mail marketing campaign

By providing a source code on the marketing response, associated promotions and coupons are also added as informative information on the response. You can search responses by promotion name and coupon code.

E-mail Campaign Content : Explained

To create the content of your e-mail campaign, you can add any combination of the elements that follow.

• Images

• Merge Fields

• Response Forms

• Standard, Dynamic, and Ad Hoc URLs

• Conditional Content

• Attachments

Images

Add graphic images to your e-mail. You can provide a link to an image already on a server, or choose a local file and upload it to the server. Specify the size and placement of the image.

Merge Fields

Personalize your e-mail message body by adding place holders from a list of merge fields, such as the recipient's first name. Merge fields are standard sets of attributes pertaining to an individual contact. You can insert them into your e-mail content. When you launch the campaign, merge fields are dynamically populated directly from the database.

The personalized text merge field, available only with sales campaigns, is the only exception. Rather than being populated from the database, you enter the content yourself. You can enter different text for every individual contact, to provide a personal touch to an otherwise generic collateral.

Response Forms

Insert response forms as active links in your e-mail content. When a contact clicks one of the links, a specific response is automatically generated. All such responses are gathered and monitored, to track contacts' actions.

Available response forms for marketing campaigns are:

• Forward to Friend

• Request Call Back

• Request More Information

• Subscription Confirmation Request

• Unsubscribe Confirmation Request

• Do Not Contact

• Request Unsubscribe from Many

• Subscribe to List

• Unsubscribe from List

Standard, Dynamic, and Ad Hoc URLs

You can add any of the following types of URL:

• Standard URLs are predefined and commonly used across the enterprise.

• A dynamic URL is a type of standard URL where content is inserted when the e-mail is sent.

• An Ad Hoc URL can be created when you define your e-mail content.

If you enable tracking, every time a contact clicks a link in a campaign e-mail, the click is recorded as a specific response, together with details pertaining to the URL.

Conditional Content

Conditional content is inserted or omitted based on the results of a rule. There are two elements that you can use to generate conditional content within an e-mail:

• If-Then-Else cases are used to determine if a block of text or HTML is removed from an outgoing e-mail, by verifying if a Merge field value is defined. The merge field is defined if it is NOT an empty string or, for numeric merge fields, if it is not a value of 0 (zero). If the merge field is defined, the block of text or HTML remains in the outgoing e-mail. If the merge field is not defined, the block of text or HTML is removed from the outgoing e-mail.

• Named Blocks are used to decide whether or not to insert a block of text or HTML into an outgoing e-mail, by comparing one string to another. If the two strings are identical, the block is inserted.

Attachments

To send documents, such as product literature, as e-mail attachments with your campaign, you can select a file from your own desktop; the file will be added to the content repository for use during delivery.

Configure Marketing Campaigns and Responses

Marketing Profile Options: Explained

Profile options are configurable options that affect application operations. Values defined at the user level take precedence over those at the site level. If a value is not defined at the user level, the site level value is used.

Marketing profile options are categorized into the following:

• Define Treatments

• Design Multistage Campaigns

• Execute Campaigns

• Manage Budgets

• Manage Responses

• Define File-Based Data Import

• Define Segmentation Manager

Define Treatments

The following table lists the profile options that affect Treatments:

Design Multistage Campaigns

The following table lists the profile options that affect multistage campaigns:

Execute Campaigns

The following table lists the execute campaigns profile options:

Manage Budgets

The following table lists the profile options that affect the management of budgets:

Manage Responses

The following table lists the profile options for the management of responses:

Define File-Based Data Import

The following table lists the profile option for define file-based data import:

Define Segmentation Manager

The following table lists the profile option for the segmentation manager:

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