Bookshelf v7.5.3: About Multistage Programs

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About Multistage Programs

Siebel Marketing supports both single-stage and multistage marketing programs. In a single-stage program, contacts are targeted in a stand-alone campaign, with no follow-up campaigns planned. During a multistage program, 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. Multistage programs use stages to mark each phase of the program, campaigns to track separate instances of a marketing program's execution, and the Program Execution workflow to manage the process. The following are types of multistage programs:

Marketing Program with Recurring Campaign. Scheduled to recur at standard intervals or specific times (daily, weekly, monthly, quarterly, yearly). Each run of a program plan, stage plan, and campaign plan generates a program, stage and campaign. For example, your company sends out a welcome kit and free gift to new customers on a monthly basis. Each month, a program stage occurs, new customers are identified (based on the segment criteria of account longevity of less than a month), and the welcome campaign is launched.

Event-triggered marketing program. Provides an automatic follow-up activity based on an action. For example, a customer visiting a product catalog might trigger an email offer to that customer based on items included in the prospect's cart. If no response to the email is received, a telesales campaign is automatically launched to offer the customer a special offer on the product.

Response triggered marketing program. Uses response data to drive the next stage of the marketing program.

For example, the marketing manager of a bank designs a program implementing the company's goal of increasing the number of bank-affiliated credit card customers. Within the program, he creates two campaigns, one offering a card with 10% interest and a $25 annual fee, the other offering 14% interest but no annual fee. These offers are sent to 250,000 of the company's customers who do not already have credit card accounts with the bank.

After 30 days, response information is used to:

Send a welcome packet of information to each new credit card customer

Offer an 8%, $25 annual fee card to everyone who did not respond

In the initial stage of the campaign, the manager generates a snapshot, based on segment criteria, which results in a list of contacts. By default, segment criteria for a stage apply to everyone in the database, whether or not they were included in the previous stage. Successive stages can be set to add contacts who qualify or use only the list of contacts from the prior stage.