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Creating Measures

As a marketer, you continually develop new segment criteria to target specific segments. Sometimes this information is maintained in the data warehouse, but, more often, it needs to be derived. Siebel Marketing allows you to define measures based on complex mathematical scores, ratios, and formulas that can be used to refine segment definition criteria. This provides much greater flexibility for the marketer, bypassing the typical scenario of requiring a database administrator to add new fields or otherwise modify the Siebel database itself. Defined segments can be used with multiple programs and campaigns.

Measures provide a flexible and powerful way to define straightforward building blocks for use in segment design and launching campaigns. Measures can be based on a numeric value that is derived directly from your database (bound measures), calculated using other measures (custom measures), or drawn from database fields (List Measures).

Siebel Marketing's Measures views allow you to create, modify, or delete these measures, which are used as building blocks for buckets, filters, segments, and campaign load mappings.

This chapter covers how to create bound and custom measures. It also discusses how to use List Measures which reference alphanumeric database fields (such as name, address, customer key, and so on). Although list measures cannot be used in other measure definitions, they are applied when creating distribution lists of contacts, and when mapping to external contact data.

Defining Attributes and Buckets explains how to define values for each measure. Defining Filter and Segment Criteria explains how to use these measures in a segment definition.

When creating measures, you perform the following tasks:

  1. Create Bound Measures by mapping to numeric fields in your database. For more information, see Bound Measures.
  2. Use Bound Measures to perform calculations at any level in your customer hierarchy. For more information, see Using Bound Measures in Calculations.
  3. Define Custom Measures with expression-type logic. For more information, see Custom Measures and Building Custom Measure Expressions.
  4. Aggregate a custom measure, as applicable. For more information, see About Aggregation Levels and Adding an Aggregation Function.
  5. Restrict the custom measure to a portion of the data. For more information, see Adding Restrictions to Custom Measures.
  6. Create List Measures for use in campaign load mappings and output file layouts. For more information, see Defining List Measures.

 Siebel Marketing Guide 
 Published: 23 June 2003