Working with Campaign Automation

There are two types of automated campaigns: Adaptive Campaigns and Dynamic Workflow Campaigns. You can create them manually or use the wizard.

Example of Using an Adaptive Campaign

Use an adaptive campaign to create complex, arbitration rules to nurture a prospect over time, basing future actions on the prospect's past activity. By defining inclusion lists, offers and arbitration rules Oracle CRM On Demand Marketing determines all possible paths a prospect might take.

For example, use an adaptive campaign to plan a nurture campaign that continues to send new offers to prospects. The offers are based on their previously specified interests and response behavior. For example, an adaptive campaign might accomplish the following:

Send white paper one on storage solutions to all prospects who indicated an interest in storage.
Send white paper two on data security to those who responded and downloaded white paper one on storage solutions.
Send white paper three on networking to those who did not respond and download white paper one but who also indicated an interest in networking.
Send white paper four on backup and recovery to those who responded and downloaded white paper two.
Send white paper five on network security to those who responded and downloaded white paper three.
Send white paper six, a brief on software as a service (SaaS) to those who have not responded or downloaded any offers.

Note that there are three tracks identified in this campaign:

Storage in general
Networking and security
Software as a service

Based on the rules defined, Oracle CRM On Demand Marketing switches prospects to try to determine what their specific interest might be.

Example of Using a Dynamic Workflow Campaign

For simpler nurture paths where you are able to map the path that you want prospects to follow, creating a workflow campaign lets you diagram the flow and define automation rules as you draw. For example, a campaign might be planned to send a series of offers on a specific subject to a target audience to build or gauge its level of interest or stage in the sales cycle.

For example, a dynamic workflow campaign might accomplish the following:

Send a white paper on Network Attached Storage to all prospects who indicated an interest in storage.
Send a Webinar invitation to all those who registered and downloaded the networking and security white paper.
Send a trial software offer to all those who attended the Webinar.
Qualify and distribute all prospects who accepted the trial offer to Sales.

Creating Campaigns with the Wizard

The following procedure shows you how to create workflow and adaptive campaigns with the wizard.

To create workflow and adaptive campaigns with the wizard

Click the Campaigns tab.
Click New Campaign on the Campaigns home page.
Select either Adaptive or Workflow.
Complete the information required in the Campaign Header.
Click Next to allow the wizard to guide you.
Click Save to save the work you have completed thus far and finish the remaining steps later.

After clicking Save, you can select any of the configuration sections from the Campaign Details screen.

The Priority value determines the relative importance of this campaign compared to other adaptive and workflow campaigns. If a prospect is eligible for more than one automated campaign, Oracle CRM On Demand Marketing picks the one with a higher priority value.