Oracle Marketing User Guide

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Preface

Oracle Marketing Overview

Product Overview

Key Features and Functions

Key Benefits

Oracle E-Business Suite Integration Points

Working in Oracle Marketing

Users and Responsibilities

The Campaign Dashboard

Home Page Calendar

Understanding User Profiles

Setting General Preferences

Setting Preferences for the Tabs

Working with Teams and Approvals

Adding Security to a Marketing Object

Setting the Confidential Flag

Adding a Team or User to a Marketing Object

Overview of Approvals

Using Initiative Approvals

Working with Common Components

Overview of Notes

About Attachments

About Tasks

Using Calendars

Oracle Marketing Business User Flows

Sending Monthly Newsletters to a Set of Customers

Scenario

Process Flow Diagram

Dependencies and Prerequisites

Steps

Sending Mailers to a Set of Customers to Promote a Product

Dependencies and Prerequisites

Scenario

Process Flow Diagram

Steps

Advertising on the Web to Promote a Product

Dependencies and Prerequisites

Scenario

Process Flow Diagram

Steps

Following Up to Responders to an Earlier Activity with a Telemarketing Campaign Activity

Dependencies and Prerequisites

Setup Needed for this Scenario

Scenario

Process Flow Diagram

Steps

Generating Leads Using a Sales Campaign Activity

Dependencies and Prerequisites

Setup Needed for this Scenario

Scenario

Process Flow Diagram

Steps

Creating a Media Plan for Advertising an Event

Scenario

Process Flow Diagram

Dependencies and Prerequisites

Steps

Improving Campaign Results Using Predictive Analytics

Dependencies and Prerequisites

Scenario

Process Flow Diagram

Steps

Creating and Managing Audiences

Managing Audiences

Working with Audience Objects

Overview of the Audience Dashboard

List Effectiveness Report

List Metric Trend Chart

Active Lists by Purpose

My Recent Lists

Shortcuts

Related Links Bin

Creating a List Using Natural Language Query

Creating a List Using Parameterized SQL

Creating Lists Using Advanced Methods

Creating a List using the Advanced Method

Creating Lists Using Discoverer

Creating a Custom SQL

Generating Lists

Generating a List

Adding Manual List Entries

Managing Lists

Creating and Managing Segments

Overview

Hierarchies

Creating a Segment

Creating and Managing List Imports

Overview

Rented vs. Purchased Lists

Importing a List

Importing a List Using the List Import Wizard

Handling List Import Errors

Viewing Organization and Person Information

Optimizing Audience Lists with Predictive Analytics

Overview of Predictive Analytics

Understanding and Building Predictive Models

About Model Types

About Data Sources and Targets

About Training Data

About Building a Model

About Model Statuses

Evaluating Model Build Results

About the Lift Chart

About the Performance Matrix Report

About the Attribute Importance Chart

Improving Model Results

Building a Model

Creating the Model

Selecting Training Data For Response Models Using Seeded Data Sources

Selecting Training Data for Loyalty/Retention Models Using Seeded Data Sources

Selecting Training Data for a Customer Profitability Model Using Seeded Data Sources

Selecting Training Data for a Product Affinity Model Using Seeded Data Sources

Selecting Training Data for Custom Models Using Seeded or User-Defined Data Sources

Scheduling a Build for a Model

Viewing Build Results

Understanding Scoring Runs Generation

Optimal Targeting Analysis

Generating a Scoring Run

Searching and Accessing Initiatives

Searching for a Marketing Object

Using Saved Searches

Using Quick Search

Personalizing Views in the Workbenches

Planning and Using Marketing Programs

Programs Overview

Creating a Program

Adding Components to a Program

Program Statuses

Creating and Using Campaigns

Campaigns Overview

Campaign Processes

Creating a Campaign

Setting Up Campaigns

Sourcing Budgets for a Campaign

Associating Costs, Revenues, and Metrics to a Campaign

Understanding Campaign Execution

Campaign Activities Overview

Understanding Activity Types

Metrics and Monitors

Understanding Teams

Working with Offers

Offers Overview

Offer Types

Sourcing Off-Invoice Offers from Budgets

Creating and Managing Offers

Creating an Offer

Setting Advanced Offer Options

Associating Offers with a Campaign

Creating Offer Budgets

Creating Web Offer Content

Working with Budgets

Overview of Budgets

Budget Planning

Creating and Managing Budgets

Creating a Fixed Budget

Updating Market Eligibility for Fixed Budgets

Updating Products for Fixed Budgets

Creating Budget Requests from a Budget

Creating Budget Transfers from an Object

Creating Budget Transfers from a Budget

Viewing Budget Utilized

Reconciling a Budget

Viewing the Budget Checkbook

Viewing the Customer Checkbook

Viewing Budget Rollup

Adding a Budget Threshold

Activating a Budget

Budget Execution

Budget Request

Budget Transfer

Budget Reconciliation

Budget Tracking

Budget Buckets

Budget Roll-Up View

Creating Activities

Understanding Campaign Activities

Understanding Activity Purposes

Understanding Activity Templates

Using Marketing Collateral

Creating a Campaign Activity

Setting Up Activities

Associating a Product or Offer

Understanding and Using Offering

Using Collaboration with Campaign Activities

Scripting Overview

Associating Scripts to a Campaign Activity

Understanding Target, Control, and Contact Groups

Understanding and Using Fatigue Rules

Overview of Fatigue Rules

Tracking Fatigue for a Campaign Activity

Previewing Activity-Level Fatigue

Using Target Groups

Defining Control Groups

Control Group Analysis Report

Costs, Revenues, and Metrics for Activities

Associating Costs, Revenues, and Metrics for Tracking

Associating Partners with Campaign Activities

Understanding and Using Activity Operational Reports

Creating Advertising Activities

Overview of Creating Advertising Activities

Defining Advertising Collateral

Using Landing Page URLs for Response Tracking

Overview

Landing Page URL Definition Process

End-User-Experience Process Flow

Defining Landing Page URLs

Creating Web Activities

Overview of Web Marketing

Understanding Web Activity Types

Creating a Web Ad or Web Offer

Associating a Product or Offer

Associating a Web Ad or Web Offer to a Placement

Creating and Associating a Target Group

Associating Costs, Revenues, and Metrics for Tracking

Understanding Web Reports

Creating E-mail Activities

Overview of E-mail Activities

Defining E-mail Cover Letters

End Users Changing Contact Preferences

Creating Fax Activities

Overview of Fax Activities

Defining Fax Cover Letters

Creating Print Activities

Overview of Print Activities

Defining Print Cover Letters

Creating Sales Activities

Sales Activities Overview

Creating Telemarketing Activities

Overview of Telemarketing Activities

Understanding Advanced Outbound

Creating Event Activities

Marketing Event Activities

Creating Repeating and Followup Activities

Understanding Repeating Activities

Using Monitors

Monitors Overview

Creating Monitors

Using Web ADI to Manage Campaign Activities

Web ADI Overview

Web ADI Layouts

Prerequisites for Using Web ADI

General Guidelines for Using Web ADI Layouts

Web ADI Processes

The Web ADI Import Process

Creating Campaign Activities Using the Import Process

Web ADI Update Process

Updating Basic Campaign Activity Details

Updating Campaign Activity Metrics Data

Security Requirements for Web ADI Processes

Working with and Executing Events

Events Overview

The Events Process Flow

One Off Events

Creating and Managing Events

Creating an Event

Associating Segments to an Event

Associating Products with an Event

Associating Metrics with an Event

Associating Costs and Revenues with an Event

Specifying a Budget for the Event

Defining a Message for the Event

Specifying the Geography for the Events

Associating a Category with an Event

Promoting an Event by Associating it with a Campaign

Publishing Notes for an Event

Teams

About Contact Points

Creating Event Schedules

Defining Event Schedule Details

Specifying the Invitation List for an Event Schedule

Setting Up Event Registrations

Registering Participants for an Event

Creating Event Agenda Tracks and Sessions

Entering Event Coordinators and Other Resources

Creating a Deliverable

Overview of Deliverables

Entering Basic Deliverable Details

Defining the Inventory Options for a Deliverable

Creating a Kit

Associating a Budget to a Deliverable

Adding Associated E-Mail Electronic Files to a Deliverable

Specifying Deliverables for the Event

Defining Fulfillment Rules

Creating Venues

Viewing the Roster

Viewing the Events Dashboard

Working with Home Page Bins, Reports, and Charts

Marketing Intelligence Overview

Personalizing Home Page Bins, Reports, and Charts

Home Page Bins

Campaign Effectiveness Bin

Completed Web Surveys Bin

Event Effectiveness Bin

Lead Import Statistics Bin

Lead to Opportunity Bin (Key Metrics)

Lead Quality Bin

Lead Sources Bin

Marketing Activities Bin

Marketing Budgets Bin

Response to Lead Bin (Key Metrics)

Home Page Reports

Budget Utilization Report (Budget by Total Amount)

Budgets by Activity Report

Budgets by Business Unit Report

Budgets by Campaign Report

Campaign Conversion Rate Report

Campaign Cost and Revenue Report

Campaign Cost, Revenue, and ROI Report

Campaign to Order Report

Campaigns by Activity Report

Activities by Campaign Report

Marketing Activities Report

Campaign Budget Amount by Activity Type Report

Campaigns by Leads and Opportunities Report

Conversion Rates by Sales Group Report

Event Cost and Revenue Report

Event Cost, Revenue and ROI Report

Events by Budget Amount Report

Events by Event Type Report

Leads by Opportunity Report

Events by Registrants Report

Invalid Leads by Reason Report

Lead Aging by Quality Reports

Lead Aging by Sales Group Report

Lead Assignment and Conversion by Sales Group Reports

Lead Import Statistics by Campaign Report

Lead Import Statistics by Region Report

Lead Quality by Campaign Report

Lead Quality by Region Report

Lead Quality by Status Report

Lead Sources by Campaign Report

Lead Sources by Region Report

Lead Sources by Status Report

Lead Status by Campaign Report

Responses by Activity Report

Responses by Campaign Report

Home Page Charts

Glossary

Index

Oracle Marketing User Guide

Contents