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Siebel Marketing User Guide > Marketing Process Flow >
About Campaigns
A campaign is a marketing tool to target and motivate specific segments of your customer base to achieve a specific result. Campaigns can be stand-alone or part of a multistage program. Stand-alone campaigns include the elements listed in Table 3.
Table 3. Elements in Stand-Alone Campaigns and Multistage Campaigns
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Offer |
Offers are a way to present content on product and services to current and potential customers as part of a campaign. Offers are associated with a campaign, and then presented to contacts and prospects when the campaign is launched. Offers can be reused in many campaigns, but the campaign is a one-time instance of the offer presented to a customer at a certain point in time. Offers associated with campaigns are created using the Offers screen. Typically each campaign has a single offer, but you can associate multiple offers with one campaign. For example, a single campaign may have email and Web offer treatments. For more information, read Creating and Using Offers. |
Segment |
A segment defines a target set of customers or prospects. A campaign can target one or more segments. For more information, read Marketing Segments and Segment Trees. |
Source code |
A source code is composed of multiple codes that represent information about the customer, and the offer sent to the customer, so that you can track the customers' responses and gauge the reaction to a campaign and its offers. An administrator creates the source code definitions for you. For more information, read Siebel Marketing Installation and Administration Guide. |
Vendor |
A vendor is a company that you retain to help you in a campaign, such as printing house, a fulfillment house, and a telemarketer. An administrator enters the vendor information for you. For more information, read Siebel Marketing Installation and Administration Guide. |
For campaigns that are more complex than a stand-alone campaign, there are additional elements for planning, organizing, and targeting. Complex campaigns have multiple stages in which contacts in the first stage receive follow-up treatment in the program's second and third stages, often based on the contact's response to the original campaign. For more information, read About Multistage Programs. Tab lists elements found in multistage campaigns.
Table 4. Elements Used Only in Multistage Campaigns
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Marketing Plans |
Marketing plans provide support for planning and budgeting across the marketing organization. Using marketing plans, marketing executives and managers can create high-level business plans that cover a broad set of tactics, including outbound and inbound programs, campaigns, and events. For each plan, the marketing executive or team can set goals and objectives, identify available funds, assign budgets, associate multichannel marketing tactics, share documents, and generate forecasts. For more information about marketing plans, read Planning and Budgeting for Marketing. |
Programs |
A program is a container for organizing, designing, and executing multistage, triggered, and recurring marketing programs using new or existing campaigns, lists, and segments. You can establish multiple stages for a marketing program. Each stage can have multiple campaigns, lists, segments, and segment trees. Subsequent stages can be based on a customer response or any other event. For example, a visit by a sales person to a premium customer may trigger a follow-up email to that customer for the selected product. For more information, read Designing Marketing Programs. |
Responses |
Response handling is essential in triggering follow-up stages. Whenever prospects or contacts respond to an offer through any channel (by inbound email, the Web, a call center, or sales representative, and so on), their responses may be captured in detail. You can use this data to determine which contacts to pursue as opportunities. For more information, read About Using Response Management. |
Waves |
Waves are a method of phasing the delivery of a campaign or stage over time. For example, you want to extend an offer to millions of customers, but do not want to add more inbound call center staff to handle the load. Using waves, you can phase the delivery of offers over any time delay (in hours or days) you need. For more information, read Setting Up Waves for Campaign Loads. |
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