PeopleSoft CRM 9.1 Marketing Applications PeopleBook

Creating Campaigns and Activities

This chapter provides an overview of campaigns and activities and discusses how to:

Create campaigns.
Generate sales leads and telesales prospects.

Understanding Campaigns and Activities

Suppose that you're about to sell a new line of commercial grade kitchen appliances. You create a marketing campaign with the primary objective of launching your new product. You define campaign attributes, including a budget, dates when the campaign starts and ends, and a campaign owner. You define several campaign activities, incorporating trade publication advertisements, direct mail, email blasts, and so on. You define concrete campaign tasks, such as contracting ad space and creating campaign collateral, including market research summaries and print advertising. You assign a campaign team to design and carry out the campaign; the team consists of a campaign manager, a marketing analyst, a graphic designer, a focus group coordinator, a writer, and several others. You set up a promotional offer of free accessories with the purchase of a new freezer during the six weeks of the campaign. You create several audiences of potential customers whom the campaign will target, including prior customers, readers of restaurant trade publications, and even some designers of high-end residential kitchens. You set up metrics to measure the campaign's effectiveness. The vice president of marketing approves the campaign, the campaign team carries it out, and you sell more new product than you ever thought possible.

This section discusses:

Campaign structure.
Roll ups.
Campaign characteristics.
Activity characteristics.

Associate audiences, offers, collateral, and scripts with activities.
Campaign triggers.
Tasks associated with campaigns.
Campaign and activity status.
Campaign objects associated with activities.

Campaign Structure

PeopleSoft Marketing functionality is based on the concept of campaigns and activities. A marketing campaign is an initiative by a campaign team to achieve a specific marketing objective such as launching a new product, raising awareness of existing products, or cultivating customer loyalty. An activity represents action taken as part of a marketing campaign—for example, contacting prospects through a telesales initiative.

All standard campaigns must include at least one activity, but can include many. Multiple activities in a single campaign usually share a common marketing theme, and focus on the same product or product line. You can perform multiple activities sequentially (different activities at different times) or simultaneously (all activities at once).

Marketing Programs

The term marketing program refers collectively to the types of marketing campaigns that you can define. The four types of marketing programs are:

Campaigns.
Roll ups.
Dialogs.
Events.

Campaigns and roll ups are discussed in this chapter. Dialogs are discussed in the Online Marketing documentation. Events are discussed in the CRM for Higher Education documentation.

See PeopleSoft Online Marketing 9.1 PeopleBook.

See Oracle's PeopleSoft CRM for Higher Education Preface.

Roll Ups

A roll up is a marketing program created to serve as a parent campaign to one or more child campaigns or dialogs. A roll up enables you to create a master campaign with elements shared by several subcampaigns, and with reporting capabilities at the roll up level. For example, suppose that you're promoting a line of sportswear (SportTogs by PeopleGear) that is divided into three segments—children's, women's, and men's. You can create a large campaign with elements shared by all three of the smaller campaigns (such as campaign objective, campaign team members, start and end dates, and collateral), and make that large campaign your roll up campaign. Then you can define three discrete campaigns for your three market segments—children, women, and men.

Note. You designate marketing programs as roll ups so that you can establish campaign hierarchies. Marketing programs function the same, whether they are roll ups or standard campaigns. A roll up occupies the highest level of the PeopleSoft Marketing hierarchy and contains one or more standard campaigns or dialogs. The Marketing Program page for a roll up lists its child campaigns and dialogs, if any exist.

Campaign Characteristics

Every campaign has the following characteristics:

Campaign objective

An effective campaign combines various marketing activities in a concerted effort to achieve one central goal, or campaign objective.

Campaign team

A campaign team represents people who are responsible for or interested in the results of the campaign. A campaign team can include not only workers (employees), but also other companies, sites, partners, and partner contacts. Including someone in the campaign team enables workflow functionality. You assign the campaign team on the Plan Campaign Program or Plan Rollup Program page.

Campaign owner

The campaign owner is an employee who is responsible for the campaign. A campaign owner:

Takes responsibility for the successful design and implementation of a campaign.
Is functionally the same as any other employee.
Serves as campaign manager.

Activity Characteristics

Every activity has the following characteristics:

Budget	The money that is allocated for the activity.
Activity Type	The tactic that you use to influence the target audience.
Marketing Channel	The medium that you use to deliver the message.
Channel Detail	A specific media outlet that you use to deliver the message.

Define activity characteristics on the Campaigns - Activity Detail page.

Activity Budgets and Costs

You can enter any amount of money as an activity budget. When you design and carry out activities, you can enter the actual costs incurred and compare those with the existing budget.

The system verifies budget amounts—it checks activity budgets within the overall budget of the campaign and checks the campaign overall budget against the roll up budget (if one exists). If any of the budgets are exceeded, the system displays a warning. As an example, assume Roll up A has two child campaigns, Campaign B and Campaign C. If the budget for Roll up A is $10,000, for Campaign B is $7,000, and for Campaign C is $5,000, a warning message appears because the total of the two child campaigns' budgets, $12,000, exceeds the $10,000 roll up budget. Likewise, if Campaign B (budget $7,000) has two activities that each have budgets of $4,000, a warning appears because the activity budgets exceed the campaign budget.

The system includes cost metrics to measure the cost effectiveness of the activities.

Note. Child programs using different currency codes can be added to roll ups—the budget of the roll up takes this into account.

Activity Type

An activity type is a tactic to influence the target audience. For example, you might use events as tactics to convey a persuasive message; your company might sponsor a concert tour in exchange for prominent placement of the company logo at concert venues; or you might announce a new service in an audio recording that plays whenever a customer calls your telephone support line. Communicating through the telephone support line is your tactic, or activity type.

Marketing Channel and Channel Detail

The term channel refers to how you deliver the campaign message. PeopleSoft Marketing defines the more general medium such as TV or radio as a Marketing Channel, while it defines the specific outlet, such as the NBC network or a local newspaper, as the Channel Detail.

The most commonly used marketing channel and channel detail options are predefined and delivered with the system. You can define additional marketing channels on the Marketing Channel page in setup. You can define additional channel detail on the Channels page in setup.

Associating Audiences, Offers, Collateral, and Scripts with Activities

You can associate various campaign objects with each activity for organizational and reporting purposes. While preparing and implementing a campaign activity, you can easily access those objects that you have associated with the activity. After the campaign ends, you can analyze the activity, considering the role that the associated objects played in its success.

Audience

An audience is a group of people to whom you target a marketing campaign.

Offer

An offer represents everything that you offer to customers. An offer includes the following elements and attributes:

Product list.
Price rules (complex or simple pricing structure that includes product discounts and giveaways).
Dates when the offer is valid.

Collateral

Collateral (sometimes also called content) includes all the material that you produce to support a campaign, for use both inside and outside the organization. Examples of collateral include:

Press kits.
Television commercials.
Market research summaries.

Scripts

When employees communicate with customers about campaigns, they can follow interactive scripts that you have prepared in advance.

Scripts can guide the system—and the employee—through the steps of a customer interaction. For example, when a salesperson receives a call from a customer who wants to buy a computer hard drive, a script can trigger the salesperson's system to open a web page on which hard drive information appears. Through the web page, the salesperson might be prompted to collect such information as the customer's computer type, the desired hard drive size, and so on, before the system presents a selection of hard drives for sale.

You can associate a script with each activity. The type of script is determined based on the marketing channel selected. Only telesales uses outbound scripts; all other channels use inbound scripts.

Note. Only the script name, not its type (inbound or outbound) is displayed.

Inbound	Inbound scripts guide interactions with customers who initiate contact with the company.
Outbound	Outbound scripts guide interactions with customers with whom the company initiates contact.

Note. You cannot run scripts within the PeopleSoft Marketing application. You can run them using various other PeopleSoft CRM applications, including PeopleSoft TeleSales. You associate scripts with activities within PeopleSoft Marketing for use by the PeopleSoft TeleSales application.

See Also

Using Audiences

Using Offers

Creating Campaign Collateral

Defining Scripts

Campaign Triggers

The system can initiate campaign events at specified times or when specified conditions are met, using campaign triggers. Set up campaign triggers on the Plan Marketing Programs - Triggers page.

Trigger Schedules

Using triggers, you can initiate up to six actions:

Execute Campaign.
Execute Campaign Activity.
Stop Campaign.
Stop Campaign Activity.
Send Notification.
Generate Audience.

Triggers can recur for the Send Notification and Generate Audience actions, repeating the execution multiple times based on schedule and date range.

Tasks Associated with Campaigns

Campaign tasks are those activities that produce a campaign. Tasks can be any number of things including designing advertisements, distributing brochures, and polling members of the target audience. When a task is configured to do so, associating a task or changing task status can trigger workflow items.

You select tasks to add to the campaign by using the Task or Task Sets drop-down list boxes on the Program Tasks summary page. You maintain tasks on the Program Task Detail page by clicking the task name or by modifying the task data within the summary grid. You associate tasks with campaigns on the Marketing Programs - Tasks page.

Campaign and Activity Status

Campaigns and activities pass through structured life cycles. You create a campaign or activity, define its attributes, associate objects with it (collateral, audiences, channels, and so on), send it for review, execute it (if approved), complete it (unless you stop it prematurely), and archive it. At each stage in its life cycle, a campaign or activity has a status.

Status changes can trigger events such as notification of team members and execution or completion of related activities. Status changes must follow predefined status rules; you can use the status rules that are delivered with the system, or you can redefine status rules, on the Status Rules page.

Common Elements Used in This Chapter

Clone this Campaign	Click to clone this campaign. Note. Cloned campaigns duplicate everything in the campaign definition except triggers and audiences.
Email	Click to email campaign information to recipients.
Calendar	Click to view the Marketing Calendar.
Reporting	Click to display Interactive Reports that you can use to analyze the marketing programs.
Add Program	Click to access the Marketing Program Add page, where you can add new marketing programs.
Next	Click to display the next program in the list.
Previous	Display the previous program in the list.

Creating Campaigns

This section discusses how to:

Manage campaigns.
Define campaigns.
Access activities and attach additional activities to campaigns.
Define activities.
Use triggers.
Define a trigger.
Define campaign tasks.
Create and update campaign tasks.
View the cost summary.
Work with campaign audiences.
Measure campaign effectiveness.
Use campaign notes.
View campaign history.
View the Marketing Calendar.

Pages Used to Create Campaigns

Page Name	Definition Name	Navigation	Usage
Marketing Program Search	RA_CM_HOME_GRD	Marketing, Marketing Programs	View a list of marketing campaigns, access existing campaigns, and add new campaigns.
Marketing Program Add	RA_PROGRAM_ADD	On the Marketing Program Search page, select the Marketing Program Add tab	Use to add a new marketing program (campaign, dialog, event, or roll up).
Marketing Programs - Plan Campaign Program	RA_CAMPAIGN_DETAIL	Click the program name on the Program Management page.	Define new marketing campaign programs or edit existing ones.
Marketing Programs - Activity Summary	RA_CMPGN_ACTIVITY	Marketing, Marketing Programs, Plan Campaign Programs, Activities	Access existing activities and attach additional activities to the campaign.
Marketing Programs - Team	RA_CAMPAIGN_TEAM	Marketing, Marketing Programs, Plan Campaign Programs, Team	Specify team members for the campaign.
Marketing Programs - Triggers	RA_CAMPAIGN_TRIGER	Marketing, Marketing Programs, Plan Campaign Programs, Triggers	View summary information about existing triggers and add new triggers.
Marketing Programs - Tasks	RA_CAMPAIGN_TASK	Marketing, Marketing Programs, Plan Campaign Program, Tasks	View existing campaign tasks and add new tasks.
Marketing Program Tasks - Task Detail	RA_PGM_TASKDTL	Marketing, Marketing Programs, Plan Campaign Programs, Tasks Click the Add Task button.	Add detailed information about a campaign task.
Marketing Programs - Cost Summary	RA_CAMPAIGN_COSTS	Marketing, Marketing Programs, Plan Campaign Program, Cost Summary	View all costs associated with the campaign including all activities. Costs are summarized by activity and by cost type.
Marketing Programs - Audience	RA_CM_LIST_SUMRY	Marketing, Marketing Programs, Plan Campaign Program, Audience	Attach target audience lists to campaigns.
Marketing Programs - Performance	RA_CMPGN_METRICS	Marketing, Marketing Programs, Plan Campaign Program, Performance	Measure the effectiveness of marketing campaigns.
Marketing Programs - Notes	RA_CAMPAIGN_NOTES	Marketing, Marketing Programs, Plan Campaign Program, Notes	View descriptions of campaign notes; add new notes.
Marketing Programs - History	RA_CMPGN_HISTORY	Marketing, Marketing Programs, Plan Campaign Program, History	View the audit and interaction information associated with the campaign.
Marketing Programs - Attributes	RB_ATTR_RUN_CMPG	Click the View Attributes link on the Plan Campaign Program page.	View campaign attributes.
Marketing Calendar	RA_CALENDAR	Marketing, Marketing Calendar or Click the Marketing Calendar button on the Plan Campaign Program page.	View the time relationships of all campaigns.

Managing Campaigns

Access the Marketing Program Search page (Marketing, Marketing Programs).

The Marketing Program Search page displays summary information about existing campaigns. To manage an existing campaign, click the campaign name.

To add a new campaign, access the Marketing Program Add page (select the Marketing Program Add tab).

Note. The Marketing Program Search page is a configurable search page. You can configure this page to suit your personal search needs. Refer to the PeopleSoft CRM 9.1 Automation and Configuration Tools PeopleBook for complete information.

Note. Selecting a roll up name from the Program Roll up Name search field returns all related campaigns and dialogs that use this roll up name as the marketing program to roll up to, and not the roll up program itself. To find the roll up program, enter the program name of the roll up or change the program type to Roll up to view all roll ups.

Defining Campaigns

Access the Marketing Programs - Plan Campaign Program page (Click the program name on the Program Management page).

Plan Campaign Program

Name	Enter a descriptive code to identify the campaign. Note. Campaign names do not need to be unique. However, duplicate campaign names might confuse users.
Roll up Program	If this campaign is part of a roll up, select the descriptive name of the parent roll up of which this campaign is a part.
Objective	Select an objective from the available options to describe what you will accomplish with this campaign.
Status	Select the position of the campaign in its life cycle. Note. When the campaign status is set to Executing or Approved, nothing in the definition can be changed without changing the campaign status.
Owner	Displays the descriptive name of the user who is primarily responsible for the campaign.
Start Date and End Date	Enter the date when the campaign begins and ends. Start and end dates for campaigns that are part of a roll up campaign must be within the range of the parent campaign.
Currency	Select the monetary unit with which the campaign is funded.
Industry	Select an industry group from the lookup.
Description	Enter a detailed description of the campaign.
Secure Campaign by Team Member	Select this check box to if you want a security verification process to be performed to determine if the user has authority to view the campaign. If this option is not selected, the campaign is considered to be unsecured, and all users will have access to it.

Campaign Sponsors

Campaign sponsors are persons or companies outside the department or organization who contribute to the funding of the campaign—for example, cooperative advertisers.

Note. Sponsors must exist in the system as an entity, but do not have to be specially set up as a sponsor. If the sponsor you want to add does not exist as an entity within the system, you can add company or site names using Quick Create. If you have purchased PeopleSoft Partner Relationship Management, you can also include partners as sponsors.

Sponsor Name	Select a sponsor name from the lookup table.
External	Select this check box if the sponsor is external (for example, a partner or partner contact).
Budget Source	Select the department that is funding the campaign.
Budget Amount	Enter the amount of money allocated for the campaign.
Add a New Sponsor/Budget	Click to insert another sponsor or budget source. Note. You can add one (and only one) budget without a name, allowing a budget amount to be entered and not associated with a particular name. (For example, if a campaign has no sponsor and its budget is 20,000.00, that budget can be entered without a name. If you enter names, you can also split that same budget across multiple named sponsors.)

See PeopleSoft Partner Relationship Management 9.1 PeopleBook.

Record Program Costs

The Record Program Costs section enables you to keep a record of costs not associated with any other component; that is, costs that relate to the campaign as a whole.

Warning! Do not enter the same costs twice. If you entered an expense elsewhere (for example, when you created collateral or generated an audience), do not reenter that expense here.

Cost Type	Select the cost type description that uniquely identifies the main purpose of the expense.
Components	Displays the category to which the cost belongs.
Variable	Displays whether the cost type is defined as variable or fixed.
Unit Cost	Enter the cost of one unit of the product or service to be measured in this cost metric. Note. This field is available only when the cost type is Variable.
Planned Cost	Enter the amount that you expect to pay for all units of the product or service to be measured in this cost metric.
Actual Cost	Enter the amount that you actually pay for all units of the product or service measured in this cost metric.
Totals	The sums of all planned costs and all actual costs.
Calculate	Click to calculate total values.
Add a New Cost	Click to add a new cost.

Child Programs

This section appears only if the marketing program is a roll up that contains one or more child campaigns or dialogs. Each campaign or dialog name is listed with its type, name, and budget.

Target Academic Term

This section appears only if the Higher Education option is enabled on the General Options page. Enter applicable academic information, such as institution, career and admit term for the marketing program.

Enter an admit term if you run the Recruiting Performance Fusion Intelligence reports off of the CSW: Recruiting & Admissions Interactive Dashboard.

Go To

View Attributes

Click to access the Attributes page. The Attributes page displays any defined attributes associated with the campaign. When selected, the Attributes page is included in the component tab navigation until you exit this campaign and select another.

Accessing Activities and Attaching Additional Activities to Campaigns

Access the Marketing Programs - Activity Summary page (Marketing, Marketing Programs, Plan Campaign Programs, Activities).

The Activity Summary page displays summary and detail information about all activities attached to the campaign.

Activity Name

Click the activity name of a campaign to access details about the activity, where you can define additional activity attributes for the selected activity.

Add a New Activity

Click to add a new activity.

Note. When adding a new activity, the system generates an activity name related to the name of the campaign. You can enter a new activity name.

Clone Selected Activity

Click to clone a selected activity. Select activities by selecting the check box beside the activity name. When you clone an activity, all associated costs and metrics are included, but can be edited.

Defining Activities

Access the Marketing Programs - Activities page (Marketing, Marketing Programs, Plan Campaign Programs, Activities).

Activity Detail

Activity	Enter a descriptive name to identify the activity. Note. Activity names do not need to be unique. However, duplicate activity names might confuse users.
Promotion	A unique code that identifies the activity. This code is generated automatically. Promotion is used to integrate PeopleSoft Marketing with PeopleSoft Order Capture by associating the order with the offer that is on the activity record.
Status	Displays the position of the activity in its life cycle. Note. Only activities with a status of New can be deleted. Further, after an activity has been placed in Stopped status, none of its associated components (such as Offer, Audience, or Collateral) can be deleted.
Start Date and End Date	Enter the dates when the activity begins and ends. The activity start date cannot precede the campaign start date. The end date cannot exceed the campaign end date.
Objective	Select the objective that describes the purpose of this activity.
Priority	Select the priority of the activity. Your priority selection determines how multiple campaign activities are sorted for use by telesales.
Budget	Enter the amount of money allocated for the activity. The system accepts standard monetary formats, such as 10,000 USD. Note. Establish the campaign currency on the Marketing Programs - Plan Campaign Program page (Sponsor section).
End Response	Enter a date equal to or later than the end date. The end date allows the use of the activity by Sales beyond the activity's end date, for example, to allow time for late respondents in a mass mailing activity that has already ended.

Channel

A channel is used to get the message to the audience. A full channel definition requires selection of both an activity and a marketing channel. Under certain circumstances, a channel detail selection is needed as well.

The fields available in this section depend on the activity and marketing channel combination selected. Not all fields are used with all combinations.

Activity, marketing channel, and channel detail values are defined in setup.

Activity Type	Enter the means by which you convey the marketing message.
Marketing Channel	Enter the medium by which you convey the marketing message. For example, in a broadcast campaign you might use the channel types radio and television. Selection of the marketing channel may change the appearance of the Activities page display. For example, selection of TeleSales causes the page to display the Specify TeleSales Details section.
Channel Detail	This field appears only when the activity is Broadcast and the marketing channel is TV or Radio.
Audience	If the channel execution is TeleSales, Sales Force, Order Capture, or Mail Correspondence, select the audience that you want to attach to the activity.
Package Name	If the channel execution is Mail Correspondence, select a correspondence package. Correspondence templates are created in the Correspondence setup component.
Offer	If the channel execution is TeleSales,, Sales Force, Order Capture, or Mail Correspondence, select the offer that you want to attach to the activity.
Collateral	If the channel execution is TeleSales,, Sales Force,Order Capture, or Mail Correspondence, select the collateral that you want to attach to the activity.
Send Date	If the channel execution is Mail Correspondence, this field displays the date that the message package (email or mail) was sent.
Script Name	If the channel execution is TeleSales or Order Capture, select the script to be used when the activity runs. Because different channel types have different scripts associated with them, if an activity's channel type is changed (for example, from TeleSales to Order Capture) the Script Name field is cleared and must be reselected. Note. In PeopleSoft Marketing, you can associate scripts with activities for use by other PeopleSoft applications (for example, PeopleSoft TeleSales), but you cannot run scripts.
Integration Method	Integration Method refers to how an activity that was run through PeopleSoft TeleSales integrates with other PeopleSoft applications. Telesales activities can be defined to automatically transfer qualified leads to PeopleSoft Sales for follow-up. Also, telesales activities can be defined to enable agents to directly or indirectly process orders for contacts who want to buy. These options are discussed more completely in the TeleSales chapter. Select Order Capture Direct to enable telesales agents to personally complete an order transaction. Select Order Capture Indirect to enable telesales agents to transfer contacts who are ready to buy to an order capture agent. Select Sales Leads to automatically transfer qualified leads to the PeopleSoft Sales application.
Advisor	This lookup field appears when you select an activity type of In Bound and a marketing channel of Advisor. It enables you to attach an Active Analytics Framework action to an activity. Click the lookup to display the Advisor Search. You can see the Advisor detail in the Advisor Workbench.

See Correspondence Management.

See PeopleSoft Real-Time Advisor 9.1 PeopleBook.

Description for Sales Team

This section displays descriptive information about the activity to give Sales users details about the originating campaign so that they can make good decisions about the processing of generated leads and their resultant opportunities. Note that this information appears only if one of the following conditions is met:

The marketing channel is a sales agent.
The marketing channel is TeleSales and the Integration field is set to Sales Leads.

If neither of these two conditions is met, then the fields described in this section do not appear.

Note. A marketing activity cannot be moved to Approved status if either of the fields in this section are left blank.

Summary	Because sales users do not always understand the marketing jargon used in the marketing-oriented activity description, this field gives the campaign or marketing manager a place to include a description more tailored to the sales user's needs to aid the user in operating on the lead within proper context.
Call To Action	Specify appropriate follow-up actions to help the sales user correctly interpret and convert the generated lead.

See PeopleSoft Sales 9.1 PeopleBook.

Active Analytic Framework Policies

This grid appears when you create a new activity and set the activity type to Inbound and the marketing channel to Advisor. If you select a trigger point and click the Create Policies button, you can create a new Active Analytics Framework policy. After you have created the policy and linked it to the campaign activity, the policy information appears in the grid.

Trigger Point	Select a trigger point from the available options.
Add a Policy	Click to create a new Active Analytics Framework policy. You will be prompted to save the campaign first.

See Working with Active Analytics Framework.

Record Costs

Enter costs associated with the activity that are not included elsewhere. Selection of collateral or an audience that has an associated cost record propagates those costs into the campaign activity.

Cost Type	Select the cost type description that uniquely identifies the main purpose of the expense.
Components	Displays the category to which the cost belongs.
Variable	Displays whether the cost type is defined as variable or fixed.
Unit Cost	Enter the cost of one unit of the product or service to be measured in this cost metric. Note. This field is editable only when the cost type is Variable.
Planned Cost	Enter the amount that you expect to pay for all units of the product or service to be measured in this cost metric.
Actual Cost	Enter the amount that you actually pay for all units of the product or service measured in this cost metric.
Totals	The sum of all planned costs and the sum of all actual costs.
Calculate	Click to calculate total values.
Add a New Activity Cost	Click to add a new cost.

See Defining Cost Elements.

Review Activity Performance Metrics

Select the terms by which to measure campaign performance.

Metric	Select the metric by which to measure activity performance.
UOM (unit of measure)	Displays the unit of measure in which the metric is calculated.
Forecast Value	Enter the result that you expect the activity to produce.
Actual Value	Displays the result that the activity actually produces. The system populates this field with data from various tables and sometimes from multiple applications (such as PeopleSoft Sales and PeopleSoft Call Center).
Difference	Displays any difference between the forecast and actual values. Over expenditures appear as a negative number.
Add a New Activity Metric	Click to add additional activity metrics.
Recalculate	Recalculates all attached metrics. Note. All existing metrics are calculated when you access the Activity Detail page for the first time.

See Defining and Creating Metrics.

Activity Notes Summary

This section contains a list of any notes that have been associated with the activity. An Add Activity Note button on the main activity page enables you to create additional notes to associate with the activity. Activity notes can include attachments.

Using Triggers

Access the Marketing Programs - Triggers page (Marketing, Marketing Programs, Plan Campaign Programs, Triggers).

The system can initiate campaign events on the currently-viewed campaign at specified times or when specified conditions are met, by using campaign triggers. Use triggers to run or stop the campaign or activity at a certain point in time or when another campaign or activity attains a certain condition. Also, use triggers to send notifications or generate an audience at specified points. One example of how a trigger can be used is to launch a series of activities within a campaign.

Note. You can only stop or run the campaign currently being viewed; likewise, only activities associated with that campaign can be stopped or run. You cannot select another campaign.

Suppose that you have a campaign with three activities. The objective of this campaign is to move the best standard credit card customers up to the premium card service, and the three activities include a mailed postcard, a mailed letter with brochure, and a telesales call. When you define the campaign, you define three triggers, one for each activity.

The purpose of the first trigger is to launch the postcard activity on a certain date. To accomplish this, you create a Date and Time trigger and have it run the postcard activity, send notification to a team member telling her to mail the postcards, and generate an audience to receive the cards.

The purpose of the second trigger is to launch the letter and brochure activity sixty days after the postcards are mailed. Again, you create a Date and Time trigger with the same trigger actions reflecting the new activity and a new audience based on results of the postcard activity.

The third trigger is to launch the telesales activity. This time you define a Metric to Value trigger specifying that when the response rate reaches a certain level, the telesales activity launches. Once again, you run the new activity, send notification, and generate a new audience from respondents.

Note. A trigger can be deleted until it has finished.

Access an existing trigger by clicking on the trigger name within the trigger summary grid.

Trigger Type

Select a trigger type. The trigger type determines when the system runs action requests and controls the field display on the Trigger Detail page.

Values are:

Date and Time: The system initiates campaign events on specified dates and times.

Metric to Metric: The system initiates campaign events when two metric results align as defined.

Metric to Value: The system initiates campaign events when a metric result matches a fixed amount.

Add

Click to add the selected trigger type.

Defining Team Members

Access the Marketing Programs - Team page.

Owner

This check box is automatically selected for the owner of the campaign.

Name

Select the name of each person included in the campaign team from the lookup table. Phone and Email information appears when available.

Note. Team members must exist in the system as an entity. If the team member whom you want to add does not exist as an entity within the system, you can add company or site names using Quick Create. You can also add partner and partner contact names if PeopleSoft Partner Relationship Management is installed.

Add a Team Member

Click to enter additional team members.

Team Role

Select a role for each person on the team. Only persons with valid user IDs can have a role. Based on their team role, team members can also receive notification of campaign events. For example, a campaign manager can receive an email notice whenever a campaign is submitted for review or a worklist note whenever an activity is stopped prematurely.

Add Team Role

Click to enter additional team roles.

Marketing Center

You can select a Marketing Center from the available list if any have been defined for the campaign.

Add Marketing Center

Click this button to add a Marketing Center to the campaign.

Delivered Team Roles

The following campaign team roles are delivered:

Role	Description
Marketing Manager	Manages the design and execution of campaigns. Determines campaign resources needs. Manages contact strategies. Approves campaigns. Selects campaign channels. Approves promotional offers. Oversees campaign budgets. Manages relationships with the managers of campaign channels (newspaper publishers, web masters, and so on). Evaluates and fine-tunes campaigns in progress.
Campaign Manager	Supervises campaign teams. Creates promotional offers. Manages detailed planning and execution of one or several campaigns. Assigns specific tasks to campaign team members. Coordinates activities with other campaign managers. Evaluates campaigns in progress and suggests changes to the marketing manager. Establishes campaign budgets.
Marketing Analyst	Defines, analyzes, and manages target audience lists. Maintains understanding of applications, including PeopleSoft Marketing. Helps create campaign hierarchies. Manages campaign elements, including audiences, offers, and collateral. Generates and analyzes campaign performance reports.
Marketing Researcher	Performs exploratory analysis of marketing campaigns and target audience lists. Analyzes customer affinities and behaviors. Builds and manages predictive models for targeting audiences. Runs marketing optimization programs. Acts as liaison to the IT department.
Marketing Creative	Creates campaign collateral. Manages relationships with ad agencies or an internal ad group. Manages the relationship with the fulfillment shop.
Marketing App Administrator (marketing application administrator)	Creates user profiles. Sets up user security and roles. Defines marketing channels. Defines campaign objectives.

Marketing Programs and Marketing Security

The Marketing Centers grid appears on the Team tab of the Marketing Programs component.

In order to secure a marketing program, you must select the Secure check box, which appears on the Program tab of the Marketing Programs component.

When searching for Marketing Programs that might be secured, the search displays only those Marketing Programs that the user performing the search is authorized to access. Because the Marketing search can also include the program type of Dialog, the search also checks secured dialogs for Marketing Center authorization.

If a secured child campaign is associated to a roll up, all campaigns are automatically copied over from the roll up to the secured child campaign. If a campaign is unsecured and a roll up is selected, Marketing Centers from the roll up are not copied to the campaign.

When a Marketing Center is added or deleted on a roll up, then the changes are propagated to all the secured child campaigns associated to the roll up. However, when adding or deleting Marketing Centers on a secured child campaign, changes are not propagated from the child to the parent roll up. This is because multiple child campaigns can be associated with a roll up, and users might want to assign different Marketing Centers for each campaign. Specific requirements are as follows:

If a campaign is secured and you select a roll up, the system displays a warning message informing you that Marketing Centers from the selected roll up will be copied over when the campaign is saved, and reminding you to review Marketing Centers that might have been copied from a prior roll up if the campaign was previously associated to another roll up.
When a save occurs, all Marketing Centers from the roll up that do not already exist on the secured child campaign will be copied over.
When adding new Marketing Centers to a roll up, upon a save the new Marketing Centers are added to all secured child campaigns that do not already exist on the child campaigns.
When deleting Marketing Centers from a roll up, upon a save the deleted Marketing Centers will be removed from all secured child campaigns.
If a secured child campaign that has been previously linked to a roll up is modified by associating it to another roll up, then upon a save all Marketing Centers from the newly linked roll up are copied over to the child campaign if they do not already exist. The user decides whether to manually delete any Marketing Centers that might have been copied over from a prior roll up.

Defining a Trigger

Access the Marketing Programs - Trigger page.

Trigger Name

Enter a descriptive name for the trigger.

Trigger Type

Displays the trigger type that you selected on the Marketing Programs - Trigger Summary page. Depending on the trigger type selection, different fields appear in the rest of the Select Condition region.

Select Condition Group Box

The trigger type selected determines the fields that appear in the Select Condition group box. The following table lists the fields that appear with each trigger type.

Trigger Type	Select Condition
Date and Time	Date Time
Metric to Metric	Metric One Campaign One Activity One Operator Metric Two Campaign Two Activity Two
Metric to Value	Metric Campaign Activity Operator Value

The system displays some combination of the following fields, based on the trigger type that you select.

Date	Select the date when the system is to run the trigger. Note. The system displays this field only when you select the trigger type Date and Time.
Time	Enter the time when the system is to run the trigger. The system recognizes standard time formats, for example, 2:30 p.m. or 02:30 PM or 14:30. Note. The system displays this field only when you select the trigger type Date and Time.
Metric, Metric One, Metric Two	Select a performance metric to apply against a corresponding campaign or activity. Metric One and Metric Two labels indicate that the metric is applied against the campaign or activity with the same designation.
Campaign One, Campaign Two	Select a campaign against which you want to apply the metric. Selection of a campaign is required. Condition metrics may be applied against any running campaign.
Campaign	This field displays the name of the current campaign.
Activity, Activity One, Activity Two	Select an optional activity within the specified campaign. When an activity is specified, the metric applies only against that activity and no others within the campaign.
Operator	Select the operator by which to compare two metric results, or a metric against a fixed value. Operator values are: Equal to Greater than Greater than or Equal to Less than Less than or Equal to Not Equal to Note. The following four operators are reserved for future use: Divide, Minus, Multiply, and Plus.
Value	Enter a fixed value against which the metric result is compared. Note. The system displays this field only when you select the trigger type Metric to Value.

Select Trigger Actions Group Box

Execute	Select to run an activity within the current campaign when the trigger condition is true. Execute actions apply only to the campaign activity and not to the campaign itself.
Stop	Select to stop a campaign, or an activity within the campaign, when the trigger condition is true. If no activity is selected, the stop action applies to the campaign.
Send Notification	Select to notify a person when the trigger condition is true. Select the person to notify in the Send Notification field.
Generate Audience	Select to generate an audience when the trigger condition is true. Select the audience to generate in the Generate Audience field. Schedule the Audience Generation Application Engine program to be run by the processor to generate the audience.
Result	After the system attempts to run a trigger—whether successfully or unsuccessfully—it displays a result message. If the trigger execution attempt is unsuccessful, the result message indicates the nature of the failure.

Schedule Check Conditions

If you select either the Metric to Metric or the Metric to Value trigger type, schedule intervals of time that determine when the system checks those campaign conditions. For example, the system could check campaign conditions every day, every two weeks, or every four months. Establish trigger schedules on the Campaign Trigger Schedules page.

From and To	Enter start and end dates and times between which the system checks for trigger conditions.
Frequency	Select the schedule that determines how frequently the system checks whether trigger conditions have been met.
Start Date and End Date	Enter dates when the system begins and stops checking whether trigger conditions have been met.
Recurring	Select this check box if you want the trigger to recur. Note. Recurring triggers generate an error if the EXEC or STOP action is requested and Recurring is selected.

See Also

Defining Trigger Schedules

Defining Campaign Tasks

Access the Marketing Programs - Tasks page (Marketing, Marketing Programs, Plan Campaign Program, Tasks).

Throughout the course of a marketing campaign, various tasks may need to be accomplished. These tasks can include things such as creating advertising and collateral materials, contracting for ad space and purchasing media time, or generating a target audience. Tasks are associated with a campaign and assigned to appropriate team members as a reminder to do a certain thing at a certain time. When a task is assigned to a campaign team member, a notification is added to her worklist when she is to perform the task.

The Marketing Programs - Tasks page displays any existing tasks and enables you to add new tasks. To access an existing task, click the task name within the Campaign Tasks grid.

You use task sets to group individual tasks and add them as a group. For example, when you create a campaign, three tasks always need to be added: Create Collateral, Create Metrics, and Create Offer. Rather than selecting each task individually, you can create a task set (perhaps called Always Add 3) and include the three tasks within the task set. Next time you create a campaign, you can select the Always Add 3 task set, eliminating the need to add the tasks one at a time.

Task

Select a predefined Task Shell from the available list. To create a new task, select Create a New Taskand define the new task as required. Otherwise, select a predefined task shell and modify it if necessary. Click Add to access the Marketing Program Tasks - Campaign Task Detail page, where you can define a new task or modify an existing one.

Task Sets

Select a previously defined task set from the available list. Selecting a task set automatically displays the single tasks in the set. Selecting another task set refreshes the display, and setting the value back to the default or adding the task set clears the display.

Use task sets as defined or modify as necessary. Click Add to add all tasks in a task set. View details about each task by clicking the task name. Eliminate individual tasks by deleting them from the list.

See Also

Defining Task Tools

Creating and Updating Campaign Tasks

Access the Marketing Program - Task Detail page (select a task from the available list and then click the Add Task button on the Marketing Program - Tasks page).

Name

Enter a name for the task, or leave the shell default name.

Assigned By

The system automatically assigns the current user to this position. You can change this to any worker.

Assigned to

Select a user to run the task. The user must be a member of the campaign team. Save the campaign to activate the task assignment.

Note. The system does not permit you to assign a task to a person who is not a member of the campaign team.

Start Date

Enter a date on which the task is to begin. On this date, a notification is added to the worklist of the team members assigned to the task.

Due Date

Enter a date on which the task is to be complete. This due date is compared against the % Complete field. If the task is not 100 percent complete by the due date, a workflow process sends notifications (when defined).

Priority

Select the urgency of the task. This information is for the benefit of the user, only. No logic is attached to priority values. The values are:

High

Medium

Low

Status

Select the position of the task in its life cycle. When the status is changed to Completed, the due date is changed to the current date and the % Complete value is changed to 100.

% Complete (percent complete)

Enter the percentage portion of the task that is complete. When this value is changed to 100, the due date is changed to the current date and the status is changed to Completed.

Description

Enter a description of the task, or leave the shell default description.

Viewing the Cost Summary

Access the Marketing Programs - Cost Summary page (Marketing, Marketing Programs, Plan Campaign Program, Cost Summary).

You use the Marketing Programs - Costs Summary to view summary information about all costs associated with a campaign. Costs are summarized by the activity and campaign, and by cost types. For roll up campaigns, all child costs (for associated campaigns, activities, and dialogs) are also displayed.

Working with Campaign Audiences

Access the Marketing Programs - Audience page (Marketing, Marketing Programs, Plan Campaign Program, Audience).

Audiences are associated with campaigns through the campaign activities. The Marketing Programs - Audience page enables you to see all audiences that are associated with the campaign through all activities. Additionally, the Marketing Programs - Audiences page enables you to run deduplication processes and create one or more control groups.

Activity Audiences

The Activity Audiences group box displays information about all audiences associated with the campaign. Information displayed about each audience includes the name of the audience, audience status, the activity to which the audience is attached, the date on which the audience was last updated, and the priority value of the audience.

Count	The total count of records in the audience.
Dup. Count (duplicate count)	A count of the number of records that are duplicated in other audiences associated with the campaign.

Note. The system calculates duplication counts only for those audiences for which you have defined priority numbers greater than zero.

Dedup Activity Audiences

Depending on the campaign strategy, you may want to eliminate duplicated records from the audiences to prevent prospects from being contacted more than once. For example, suppose you have a campaign with two activities. The first activity targets all customers identified having an interest in golf. The second activity targets all females who live in Georgia. Since Jane Smith loves golf and lives in Georgia, her name appears on both lists. As marketing manager, you determine that the golf lover's activity takes priority over the activity that targets women in Georgia. When you deduplicate the audiences, you eliminate Jane Smith's name from the Georgia women's activity and retain it on the golf lover's activity.

In some cases, however, the activities are designed for the purpose of contacting prospects multiple times through different methods. In this case, do not eliminate duplicated records.

Note. Only fixed audiences in approved status can be deduplicated.

Get Duplicate Counts

Click to run a process to determine how many duplicated records exist in each audience. The process is scheduled to run immediately. How long it takes to complete the process depends on the size of the list and other processor activity.

Dedup Audiences (deduplicate audiences)

Click to run a process to eliminate duplicated records. Records in the audience with the highest priority value remain as the original record. Duplicated records in all audiences with a lower priority value are eliminated. The process is scheduled to run immediately. How long it takes to complete the process depends on the size of the list and other processor activity.

Priority

Enter a priority value to determine which records the system removes. The system removes lower-priority duplicates before higher-priority duplicates. Indicate the relative priority of the audiences by giving numerically higher numbers to lower-priority audiences. For example, an audience with a priority number of 99 is of lower priority than an audience with a priority number of 30. To prevent an audience from being modified, enter a priority value of zero (0).

Note. This field can be edited only if the audience is approved or if it is a fixed audience.

Add a Control Group Audience

Control groups help you gauge the effectiveness of the campaign by isolating a small segment of the target audience. By comparing sales results of the larger audience to those of the control group, you can determine the actual influence of the campaign.

How control group members are drawn from each included audience is controlled by a combination of the control group audience size and source audience percentages. Source audience percentages determine the percent of the total control group members who are drawn from each audience. The control group audience size determines the total number of control group members. For example, suppose the campaign includes the following three audiences (all record counts are unduplicated); Audience 1 with 900 records, Audience 2 with 750 records, and Audience 3 with 1,800 records. If you create a control group of five percent of the audience (total 172), and specify the source audience percentages as 33 percent, 33 percent, and 34 percent respectively, 56 records will be drawn from Audience 1, 56 from Audience 2, and the remaining 60 from Audience 3.

Audience Name	Enter a descriptive name for the control group audience.
Selection Type	Select the manner in which the system selects specific records and people to place in control groups. Select Every Nth to select records by an even distribution method. For example, for a control group consisting of five percent of the total audience, every 20^th record is selected. Select Random to select records on a random basis. Note. The method used to randomly select records is not meant to produce a statistically valid random sample.
Minimum Amount	Enter the smallest control group size that you consider acceptable. If the actual amount yielded by the selection process is less than the minimum, the process fails. The newly created control group audience is set to a status of Designed rather than Generated and a note is entered in the log indicating the reason.
Maximum Amount Type	Select the manner in which the maximum size of the control group is determined. Select Fixed Amount to specify an actual maximum number. Enter the maximum number. Select Percentage of Lists to determine the control group count as a percentage of the combined audience total. Enter the percentage of the total number of control group members to draw from each of the audiences. The total percentage must equal 100. To prevent control group members from being selected from a particular audience, enter zero as a source percentage for that audience. Note. You can draw control group members only from fixed audiences that have the status Approved.
Create This Control Group	Click to generate a control group. The control group creation process is scheduled and run immediately.
Cancel	Click to cancel the control group definition before creating it. After you click the Create This Control Group button, the process cannot be canceled.

Measuring Campaign Effectiveness

Access the Marketing Programs - Performance page (Marketing, Marketing Programs, Plan Campaign Program, Performance).

Review Campaign Performance Metrics

The grid displays information about any metrics attached to the campaign. All existing metrics are calculated when you enter the page.

To add a new metric, click the Add a New Activity Metric button.

Metric	Select to measure campaign performance.
UOM (unit of measure)	Displays the unit of measure associated with the selected metric.
Forecast Value	Enter the result that you expect.
Actual Value	Displays the actual result. This field is populated with data from various tables and sometimes from multiple applications (such as PeopleSoft Sales and PeopleSoft TeleSales).
Difference	Displays the difference between the forecast and actual values.
Edit or View	Click the Edit button to edit an existing metric. Click the View button to return the display to the view mode. Note. Only one metric can be edited at a time. No metric changes are effective until the page is saved.
Delete	Click to delete an existing metric.
Add a New Performance Metric	Click to add a new metric to the existing list.

Using Campaign Notes

Access the Marketing Programs - Notes page (Marketing, Marketing Programs, Plan Campaign Program, Notes).

Use this page to view existing notes and attachments, to send email messages, or to add new notes.

You can add a note to a campaign, activity, task, content item, content task, or offer.

See Working with Notes and Attachments.

Viewing Campaign History

Access the Marketing Programs - History page (Marketing, Marketing Programs, Plan Campaign Program, History).

Use this page to view audit and interaction information about the campaign.

Viewing Audit Information

To view information about changes to the campaign, click the Audit link.

Viewing Interaction Information

To view the email notification interaction records for the marketing campaign, click the Interactions link.

You can click the record's icon to transfer to the appropriate 360-degree view for the interaction.

Viewing the Marketing Calendar

Access the Marketing Calendar page (click the Marketing Calendarbutton on the Plan Campaign Program page)..

The Marketing Calendar page displays the status and schedule relationship of all campaigns and activities that meet the search criteria that you define (business unit, year, and quarter are required). Schedules are displayed graphically, showing the start and end dates of the campaign at each level of the hierarchy: roll up, campaign or dialog, and activity. Campaigns within a roll up campaign are displayed relative to the parent campaign, and activities within each child campaign are displayed relative to the child campaign.

Creating Sales Leads and TeleSales Prospects

PeopleSoft Marketing enables you to create leads for PeopleSoft Sales or PeopleSoft TeleSales. You can create leads either automatically or manually. The automatic process is delivered enabled with the system and generates leads whenever certain conditions exist. The manual process is available at any point.

This section discusses how to:

Generate sales or telesales leads automatically.
Generate sales or telesales leads manually.
View a generated audience.
Confirm results of the creation process.

Pages Used to Create Sales Leads and TeleSales Leads

Page Name	Definition Name	Navigation	Usage
Create Leads	RA_CREATE_LEADS	Marketing, Execution, Manual Leads Creation	Turn campaign audiences into sales or telesales leads.
View Audience	RA_VIEW_WAVE_LIST	Click the View Audience button on the Create Leads page.	View the created audience.
Leads Creation Status	RA_CREATE_LEAD_STA	Click the View Results button on the Create Leads page. Marketing, Execution, Lead Creation Status	Confirm results of the creation process.

Generating Sales or TeleSales Leads Automatically

PeopleSoft Marketing is delivered with an Active Analytics Framework term that automatically generates leads from a campaign activity audience for PeopleSoft Sales and PeopleSoft TeleSales. The term (Marketing Auto List Load)is delivered enabled and can be disabled if you choose. To disable the term:

Select Enterprise Components, Active Analytics Framework, Policies, Manage Policies.
On the search page, select Marketing Campaign for the context name and click Search.
Click Marketing Auto List Load for the desired setID.

Note. In some cases, the term is named CSS: Marketing Auto List Load.
Click the Modify System Data button.

Note. If the term has already been modified from its delivered version, this button does not appear.
Click the Redesign button.
Click Edit Actions.
Change the status of one or both actions (Process and Auto Generation Started) to Inactive.
Click Done and then click Save.

Leads are automatically generated when the channel execution value on the marketing channel definition is set to either sales or telesales, and the status of a campaign activity moves from approved (APPR) to executing (EXEC). Leads are produced for PeopleSoft Sales when the channel execution value is set to Sales, and for PeopleSoft TeleSales when the value is TeleSales. No messages appear regarding the lead generation.

See Also

Defining Activities

Working with Active Analytics Framework

Generating Sales or TeleSales Leads Manually

Access the Create Leads page (Marketing, Execution, Manual Leads Creation).

Create Leads For

Business Unit	Select the business unit within which the campaign resides.
Campaign	Select the campaign within which the activity resides.
Activity	Select the activity. Note. The system exports only those audiences that have the status Committed.
View Audience	Click to access the View Activity Audience page, where you can verify the audience. Note. Although all audience entries appear, entries that have been deleted or are part of a control group are not used to create sales leads or prospects.
Run	Click to run this request. PeopleSoft Process Scheduler runs the Create Sales Leads/Prospects process at user-defined intervals.

Status

Process Status

Displays the status of the process. Values are Not Yet Processed, Successfully Completed, or Completed With Errors.

View Results

Click to access the Leads Creation Status page, where you can view the process results.

Note. This button is enabled when the process finishes.

Viewing a Generated Audience

Access the View Audience page (click the View Audience button on the Create Leads page).

This page enables you to see the actual results of a generated audience.

Confirming Results of the Creation Process

Access the Leads Creation Status page (Marketing, Execution, Lead Creation Status).

This page displays detailed information about the results of the Create Leads process.

Note

Displays notes related to the process. If errors occur during the process, a message might appear for each error.

Owner	This check box is automatically selected for the owner of the campaign.
Name	Select the name of each person included in the campaign team from the lookup table. Phone and Email information appears when available. Note. Team members must exist in the system as an entity. If the team member whom you want to add does not exist as an entity within the system, you can add company or site names using Quick Create. You can also add partner and partner contact names if PeopleSoft Partner Relationship Management is installed.
Add a Team Member	Click to enter additional team members.
Team Role	Select a role for each person on the team. Only persons with valid user IDs can have a role. Based on their team role, team members can also receive notification of campaign events. For example, a campaign manager can receive an email notice whenever a campaign is submitted for review or a worklist note whenever an activity is stopped prematurely.
Add Team Role	Click to enter additional team roles.
Marketing Center	You can select a Marketing Center from the available list if any have been defined for the campaign.
Add Marketing Center	Click this button to add a Marketing Center to the campaign.

Trigger Name	Enter a descriptive name for the trigger.
Trigger Type	Displays the trigger type that you selected on the Marketing Programs - Trigger Summary page. Depending on the trigger type selection, different fields appear in the rest of the Select Condition region.

Name	Enter a name for the task, or leave the shell default name.
Assigned By	The system automatically assigns the current user to this position. You can change this to any worker.
Assigned to	Select a user to run the task. The user must be a member of the campaign team. Save the campaign to activate the task assignment. Note. The system does not permit you to assign a task to a person who is not a member of the campaign team.
Start Date	Enter a date on which the task is to begin. On this date, a notification is added to the worklist of the team members assigned to the task.
Due Date	Enter a date on which the task is to be complete. This due date is compared against the % Complete field. If the task is not 100 percent complete by the due date, a workflow process sends notifications (when defined).
Priority	Select the urgency of the task. This information is for the benefit of the user, only. No logic is attached to priority values. The values are: High Medium Low
Status	Select the position of the task in its life cycle. When the status is changed to Completed, the due date is changed to the current date and the % Complete value is changed to 100.
% Complete (percent complete)	Enter the percentage portion of the task that is complete. When this value is changed to 100, the due date is changed to the current date and the status is changed to Completed.
Description	Enter a description of the task, or leave the shell default description.