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Specifying Waves and Vendor-Specific Lists

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If your marketing program consists of a one-time campaign and offer, and you are reasonably sure of the response, you probably do not need to define multiple waves. Siebel Marketing automatically provides a 100 percent fully allocated wave (with a wave code of A and a lag of 0) when a campaign is created.

If you are planning a multistage recurring campaign and anticipate a large distribution list of contacts that will receive an offer, you may want to take a measured approach to distribution and split fulfillment of the offer among a number of vendors.

Waves, or set distribution periods, are commonly used to:

Test the campaign concept. An initial sampling to gauge campaign response is followed by a larger distribution.
Examine the campaign mechanics. A measured distribution of the campaign offer provides information to guarantee the campaign mechanism works efficiently from order entry, to fulfillment, to response tracking.
Balance the load on a fulfillment center. In this case, each wave might consist of 10-15% of the list to make sure existing resources can reasonably handle launching a campaign, including managing campaign responses.

In addition to setting up waved distribution periods, you can set a lag time for additional waves that reference the stage launch date, and then split the generated list by a percentage of contacts for each wave period. You can also split by a List Measure. The measure must be included in the list to be available for use in splitting the list.

Waves can be used only with campaigns that are launched through Siebel Marketing. Typically, these are email campaigns or campaigns that send a list to an outside vendor. Wave functionality does not apply to campaigns processed internally such as those through Siebel Call Center or Siebel Sales.

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