4Designing Marketing Programs

Designing Marketing Programs

This chapter describes how you can use the Program screen’s Program Flow view and the Program Explorer view to design and execute programs using new or existing segments, lists, and campaigns. It includes the following topics:

About Designing Marketing Programs

A program is a multistep dialogue in which you can set up a series of communications to your customers and prospects. In the Programs screen, you can use the graphical Program Flow view or the Program Explorer view to design and execute multistage, triggered, and recurring marketing programs using new or existing campaigns, lists, and segments.

You can establish multiple stages for a marketing program. Each stage can have multiple campaigns, lists, segments, and segment trees. Subsequent stages can be based on a customer response or any other event. For example, a visit by a sales person to a premium customer might trigger a follow-up email to that customer for the selected product.

In the workspace, you can use the right-click menu to manually start Marketing Server tasks. To schedule server tasks to be started automatically, use the Schedule calendar.

The graphical Marketing Program Flow designer is integrated with the workflow engine and Marketing Server. Therefore, when defined, the entire program can be automated from the initial customer segmentation through communication, to response collection and analysis. This capability is especially useful when programs are set to recur, such as a monthly welcome package campaign to new customers.

In previous releases, allocation was done across campaigns, and segment trees were at the stage level. Now, segmentation is performed within a campaign, a campaign is a direct child of a program, and a stage is an optional attribute of a campaign.

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 marketing messages, and campaign waves to track each batch of customers that are contacted. 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). 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 a 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 customer’s cart. If no response to the email is received, then a telesales campaign launches 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 a campaign with two offers and two treatments, one offering a card with 10% interest and a $25 annual fee, the other offering 14% interest but no annual fee. These treatments 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 who responded to one of the treatments.

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

    When using repeating stages, be sure that your segment criteria exclude customers who were targeted in any previous wave of the same campaign or stage. This precaution prevents the customers from receiving redundant messages.

About the Program Execution Workflow

Multistage programs can be launched manually or automatically scheduled using the calendar. When you use the calendar, it can trigger key events such as loading a campaign (list generation) and launching a campaign (sending lists to vendors and sending offers to targeted contacts). The Program Schedule drives the process, with activities triggering the execution of each program. Each of these key events can be executed manually, using the Program Flow menu or the Program Explorer menus.

The Stage Execution workflow process shows how executing a program, loading a campaign, and launching a campaign occur in a multistage process.

When a stage or campaign is scheduled, the application applies a predefined allocation matrix for each campaign that links segments to each treatment. Campaigns are loaded and launched, and if the stage is scheduled to repeat, then the next occurrence of the stage is scheduled. Each stage of a program is a unique event, and Siebel Marketing tracks campaign and response history at the unique campaign wave and treatment level (for each run). For more information about workflow processes and the Siebel Business Process Designer, see Siebel Business Process Framework: Workflow Guide and Siebel Business Process Framework: Task UI Guide.

Creating Programs

When you create a new program, you specify an objective, a type (for example, Cross-sell or Win-back), a status (Active, Completed, or Planned), a revenue goal, and a budget figure.

When you add organizations to a program, any campaign that you add to a program (using the program flow or program explorer) inherits the program's organizations. The campaign that you add retains any existing organizations and existing lead partner.

The organizations in the campaign represent the union of the program’s and campaign's organizations. After you add the campaign to the program, changes made to the organizations at the program are not reflected at the associated campaign level. Segments added to the program do not inherit the organizations. For more information, see Creating Campaigns.

Note: You can turn off the teams and organizations inheritance features in Siebel Tools. In the appropriate business component, change the User Prop value for the Copy Teams and Copy Organizations property from Y to N. For more information, see Siebel Tools Online Help.

You can attach documents and other files and view program stages and status. In addition, you can add team members, activity plans, events, and design the actual program flow, using a graphical designer workspace.

    Creating a Program

    The following procedure shows how to create a program.

    To create a program

    1. Navigate to the Programs screen.

    2. In the Programs list, create a new record and complete the fields.

      Use the following table as a guide.

      Field Comment

      Program Code

      (Required) The program component of the source code. Specify a unique code for the program. It defaults to Row ID. You can choose to overwrite this manually, provided that the value you specify is unique.

      Status

      The default program status is In Planning. Options are Active, Cancelled, Completed and Scheduled. The status changes from In Planning to Active, and then Completed during program execution. Manual execution of the program does not affect this field.

      Type

      Choose a program type from the following list: Acquisition, Awareness, Cross-Sell, Loyalty, Referral, Retention, Up-Sell, Win-Back, Other.

      Planned Start/Planned End

      (Required) Defaults to the current date and time. Use the select button to change the defaults.

      Execution Period

      A period of time during which the program is to be executed.

      Approval Status

      A status field that indicates that the plan has been Approved, Declined, Submitted, or Needs Revision.

      Approval History

      Displays the history of approvals for the budget request.

      Priority

      Choose a priority from 1 to 4.

      Duration (in days)

      Calculated as the number of days between the program’s Planned Start and Planned End. This value updates when you save the record.

      Region

      Choose the region to which the program is related.

      Organization

      Click the Organization select button, and select the predefined organization to be responsible for the program. An organization that you assign to a program is inherited by campaigns in that program.

    3. Save the program.

      Adding Detailed Information to Programs

      The following procedure shows how to add detailed information to programs.

      To add detailed information to programs

      1. Navigate to the Programs screen, then the Program list. Click an existing program in the program list.

      2. Click the Program Details view tab and complete the fields.

        Use the following table as a guide.

        Field Comment

        Objective

        Enter a text description of the objective for this program.

        Product Lines

        Click the Product Lines select button to select product lines that this program promotes.

        Products

        Click the Product select button to select products that this program promotes.

        Lead Partner

        Choose a partner organization to associate with the program. The Lead Partner is limited to the organizations associated with the program.

        Summary

        Enter a summary that describes the program’s goals.

        Program Template

        Indicates the name of the program template (if any) that has been applied to this program.

        Default Source Code Format

        Click the Default Source Code Format select button to select a default source code format for this program.

        Marketing Plan

        Shows the parent Marketing Plan if the program is associated with a Marketing Plan.

        Planning Period

        Click the Planning Period select button to associate the planning period with the plan. The period is associated with the plan for categorization and reporting purposes. For example, you might want to track a quarterly or annual planning period.

        Budget Request

        Indicates the budget requested for this program.

        Requested Budget

        Enter a requested budget amount.

        Assigned Budget

        Click the Budget select button to select the program’s currency code, exchange date, and budget amount. The budget value is a top-down (descending) figure, rather than a calculatebottom-up (ascending) figure.

        Forecast Expenses

        This read-only field displays the sum of the expense data added in the Forecast view for campaigns associated with the program.

        Actual Expenses

        Indicates the actual expenses associated with this program.

        MDF Requested

        Indicates the Marketing Development Funds (MDF) associated with this program. This association is made on the MDF Pre-approval in the Marketing Purpose field.

        Net Expense (forecast)

        Calculated as Actual Expense less MDF Requested.

        Forecast Revenue

        Indicates the sum of the revenue predictions (based on data added in the Goals view) for campaigns associated with the program.

        Actual Revenue

        Indicates the actual revenue associated with this program.

      3. Save the record.

        About Using the Program Flow View

        The logical flow for both single-stage and multistage programs is designed using the Program Flow view. In the Program Flow view, you graphically define the program’s single-stage or multistage logic by dragging and dropping program component objects such as campaigns, events, and stages into the workspace from a palette. You associate the objects to one another using connection points on the object.

        Note: The Program Flow workspace is not designed to contain a large number of object icons. Placing more than 100 object icons on the workspace can distort the appearance of the Program Flow view.

        You can manually execute the program from the Program Flow view or execute the program by scheduling a stage.

          Connecting Objects

          You connect objects in the Program Flow workspace using connection points on the object. The connection points on an object are usually located over and under the object as shown in the following image.

          Connection Points on Objects

          Objects can be connected using either the upper or lower connectors. However, when you connect an object to an endpoint object, the connector must start from the lower connection point of the source object and end at the upper connection point of the target object.

          To connect objects

          1. To connect an object to another object, select the connection point on one of the objects and, without releasing the selection, then move it to start the connection.

          2. Place the connection on the relevant target object and then release the selection.

            Once you select the connection point on an object, the connection points on any other object in the workspace where the connection can be dropped are highlighted.

            Note: To create a constrained connector, navigate to the Connector object in the palette and change the Constrained attribute to ON by selecting the button before creating the connector. For information about constrained connectors, see Applying Funneling with Constrained Connectors.

            Required Tasks

            Before setting up a Program Flow, verify that the following tasks have been completed:

            • Define segments and lists and associate them with the campaigns.

            • Define campaigns and associated offers and events.

            • Define segment trees, if required.

            • Define responses and leads, if required.

              Adding Stages to Programs

              Use the following procedure to add a stage to a program, using the Program Flow workspace.

              To add a stage to a program

              1. Navigate to the Programs screen.

              2. In the Programs list, click a program.

              3. Click the Design view tab.

              4. In the Program Flow workspace, select the Stage object from the palette, and move it onto the workspace.

              5. To complete stage details, double-click the stage object in the workspace.

              6. In the Schedule view tab, in the Details list, add or modify stage details.

                Use the following table as a guide.

                Field Comment

                Objective

                Enter the program’s objectives.

                Stage Code

                The default is the record identifier for the stage. Change the identifier for the stage source code if desired, but make sure the value is unique.

                Stage Name

                Name of the stage. Change the stage name from the default value to something more meaningful such as Stage 1: Summer Program.

                Summary

                Enter summary text that describes the stage’s implementation.

                Note: To display more fields, click the Details menu button, and then choose Columns Displayed.

                Specifying Repeating Stages Within Programs

                In most multistage programs, each stage occurs only one time, separated by a specified number of days between stages. In some circumstances, you might want to have a follow-up stage repeat at a different frequency than a previous stage. For example, in Stage 1, you send a direct mailing with a Web site link to a large audience. In Stage 2, every day you monitor the Web site mentioned in the direct mail offer and call any customers who visit the Web site immediately. In this example, Stage 1 only occurs one time, and Stage 2 repeats daily until the end of the campaign.

                Note: When using a repeating stage, be sure that your segment criteria exclude customers who were targeted in a previous wave of the same campaign or the same stage.

                The following procedure shows how to specify a repeating stage.

                To specify a repeating stage

                1. Navigate to the Programs screen.

                2. In the Programs list, click a multistage program.

                3. Click the Schedules view tab.

                4. In the Schedules link bar, click Details.

                5. In the Stages list, select a stage to repeat.

                Note: You cannot repeat Stage 1.

                  Adding Lag Time Between Stages Within Programs

                  You can use the Wait shape in the Program Flow workspace to specify a lag period between stages in a multistage program.

                  The Wait shape can only be used between stages and the lag time is applied only if the first stage executes successfully. If the first stage fails due to an error, then the second stage will not execute.

                  Multiple Waits are allowed between stages. For example, you can set a 5-minute lag (Wait 1) to occur between Stage 1 and Stage 2, and also set a 10-minute lag (Wait 2) to occur between Stage 1 and Stage 3. Both stages can be scheduled from Stage 1.

                  The following procedure shows how to add lag time between stages.

                  To add lag time between stages

                  1. Navigate to the Programs screen.

                  2. In the Programs list, click a program.

                  3. Click the Design view tab.

                  4. In the Program Flow workspace, select the Wait object from the palette, and move it onto the workspace.

                  5. To complete lag time details, double-click the Wait object in the workspace.

                  6. Use either a normal or constrained connector to connect the Wait object to a stage.

                    For more information on constrained connectors, see Applying Funneling with Constrained Connectors.

                    Adding Campaigns to Stages

                    This topic describes how to add existing campaigns to program stages and how to create new campaigns for programs.

                      Adding Predefined Campaigns with Associated Offers to a Stage

                      If you previously created a campaign, then you can add it to a program stage using the following procedure.

                      To add predefined campaigns with associated offers
                      1. Navigate to the Programs screen.

                      2. In the Programs list, click a program.

                      3. In the Program Flow workspace, select the Stage object.

                      4. In the Objects palette, select the Campaign object and move it from the palette to the workspace.

                      5. In the Pick Campaign dialog box, select the campaign, and click OK.

                        Note: If the campaign you want is not listed in the Pick Campaign dialog box, then it might be already associated with another program. Although offers are reusable, campaigns are not. Use the My Campaigns or All Campaigns view to determine which program is using the campaign. Then, create a new campaign with a different name and the same offers.

                        Creating a New Campaign for a Program

                        The following procedure shows how to create a new campaign for a program.

                        To create a new campaign for a program
                        1. Navigate to the Programs screen.

                        2. In the Programs list, click a program.

                        3. In the Program Flow workspace, select the Stage object.

                        4. In the Objects palette, select and move the Campaign object from the palette to the workspace.

                        5. In the Pick Campaigns dialog box, create a new record, enter a name and description for the campaign, and click Save.

                        6. In the Pick Campaign dialog box, select the campaign, and click OK.

                        7. In the workspace, double-click the Campaign object to open the Design view, then Offers view.

                        8. To add one or more treatments:

                          1. Click New in the Offers list and select an offer.

                          2. Click the Treatments list and select one or more treatments for that offer.

                        Note: To gauge response to the offer, in some marketing programs, a control segment of customers can be targeted by a test campaign with no associated treatment. For more information, see Testing Campaigns That Have Email and Fax Treatments.

                          About Using Triggers with Campaign Stages

                          Triggers detect an event automatically and trigger the appropriate program stage. Actual event detection is performed by an external event triggering framework, such as a third-party database trigger, Oracle Business Activity Monitoring Engine (BAM), or workflows that monitor the creation of records in a Siebel OLTP table. The event detection application notifies the Siebel Marketing application to implement a trigger.

                          The integration point between the external detection application and Siebel Marketing is an event repository, which stores references to event definitions and key parameters that the program might need from the event application. The Create Event Trigger and Execute Event Trigger SOAP API Web services allow the external event detection application to populate the event repository with data for the event attributes. For more information on Web services, see Siebel CRM Web Services Reference. You can manage the event repository by navigating to the Administration-Marketing screen, then the Triggers view.

                          Note: A triggered stage cannot be scheduled. A scheduled stage cannot be triggered.

                            Trigger-Based Execution of Marketing Programs

                            Once a trigger is associated with a campaign, the event capture application sets the steps illustrated in the figure in this topic in motion. These steps are as follows:

                            1. The trigger service receives the event and maps the trigger to all eligible programs.

                            2. The event capture application determines the programs that are executed as follows:

                              • If a custom workflow has been created to handle cross-program prioritization, then this workflow is invoked to return the set of programs to execute. The custom workflow includes the following elements, all of which are extensible though configuration in Siebel Tools:

                                • Customer_ID

                                • Maximum number of program stages that are required to be returned (optional)

                                • Event Code

                                • Event Name

                                • Event Category

                                • An array consisting of Input Program Stages (stage IDs), the Program Type of each program associated with the stage, and the program priority of each stage

                              • If no custom workflow exists, then the following parameters determine the programs to execute. If programs have identical priorities, then they are prioritized randomly.

                                • Maximum number of Concurrent Programs for a Trigger

                                • Program Priorities (in case of a tie)

                            3. For each of the program stages to be executed, the trigger service passes the CUSTOMER_ID to the program stage, then the program stage uses the CUSTOMER_ID to pass the correct context to the Oracle BI segmentation engine to execute the segments.

                              The segmentation engine restricts each segment to this CUSTOMER_ID so that either 0 or 1 record is loaded into S_CAMP_CON.

                              Note: To accommodate the CUSTOMER_ID value, the Marketing Stage Execution workflow contains a CUSTOMER_ID input parameter, which is passed to the Load-Launch Campaigns step of the workflow. This calls the Marketing Campaign Load workflow, which contains a Get List Format System Data step that uses the BI Server to perform a WriteListFiles operation. This maps the CUSTOMER_ID to the value passed as input.

                              The following figure illustrates trigger-based execution of marketing programs.

                              Trigger-Based Execution of Marketing Programs

                              If the Execute Event Trigger Web service is called in batch mode (that is, if Real Time Flag is set to N), then all the records remain queued in the History table and are picked up when the number of records reaches the threshold specified in the Stage Allocation Threshold server parameter. All the customer Ids are then concatenated and sent to Oracle BI as a single, comma-separated Id and are then processed. For information about adding a trigger to a campaign, see Adding Triggers to a Campaign Stage.

                              Note: Real Time Flag is a parameter for the stage threshold in the Marketing Event Trigger Execution Web service. You can change this value when calling this Web service. Real Time Flag is a case-sensitive parameter.

                              To enable throttling during a campaign load, a parameter called '"-Contact Profile".ROW_ID' stores the Customer Id value in the Get List Format System Data step of the Marketing Campaign Load workflow. You can enable throttling on other parameters by adding them to the same workflow step. You can also use the '"-Contact Profile".ROW_ID' parameter to enable throttling in the Marketing Create Lead and Marketing Create Responses workflows. If you have modified the name of the Contact Profile variable in Oracle Business Intelligence, then be sure to modify the parameter name to match.

                              Adding Triggers to a Campaign Stage

                              This topic describes how to create a trigger and add the trigger to a campaign. For general information about using triggers, see About Using Triggers with Campaign Stages.

                              To create a trigger and add it to campaign

                              1. Navigate to the Administration- Marketing screen, then the Triggers view.

                              2. Click the New button to add a new trigger.

                              3. In the Trigger Details applet, add trigger details.

                                The following table describes some of the fields in the Trigger Details applet.

                                Field Comment

                                Trigger Code

                                A unique ID for the trigger.

                                Trigger Category

                                Available options are Churn, Cross Sell, Lifetime Event, Retention, and Upsell.

                                Trigger Description

                                Description of the trigger.

                                Associated Programs

                                Choose an associated program from the dialog box.

                                Trigger Status

                                (Required) Available options are Active or Disabled.

                                Created Date

                                (Required)

                              4. To add the trigger to a campaign, perform the following steps:

                                1. Navigate to the Programs screen.

                                2. In the Programs list, click the program name.

                                3. From the Objects palette, select the Trigger object and move it to the workspace.

                                4. In the Trigger Type dialog box, select a specific event trigger, or specify a repeating stage.

                                  Note: Double-clicking the Trigger object in the workspace navigates to the Program screen, Schedule, and then the Details view. Clicking the Event Trigger column opens a picklist to allow you to choose a different trigger.
                                5. In the Program Flow workspace, select the Campaign, Lead, or Response object and associate it with the trigger.

                                Associating Segments with Campaigns

                                You previously defined segments with criteria in the Segment Designer. You can associate these segments with a campaign in the program.

                                The following procedure shows how to add segments to a campaign.

                                To add segments to a campaign

                                1. Navigate to the Programs screen.

                                2. In the Programs list, click a program.

                                3. In the Program Flow workspace, select a Campaign object.

                                  If you do not yet have a Campaign object: Select an object from the Objects palette, move it to the workspace, and then select a campaign.

                                4. In the Objects palette, select a Segment object and move it to the workspace. If segments are already associated with the campaign, then they automatically appear in the workspace.

                                5. In the Previously Used Segments dialog box, perform one of the following steps:

                                  1. To create a new segment, click Choose a New Segment and select the location of the segment to use, and then click OK.

                                  2. Select a segment from the list and click OK.

                                    The segment object appears in the workspace.

                                Repeat Step 5 to add more segments to a campaign.

                                Note: When you include stand-alone segments (not part of a segment tree) in a stage, the members of the stand-alone segments are not deduplicated against other segments, trees, or lists in the stage.

                                  Adding Imported or Internal Lists to Campaigns

                                  Imported or internal lists of contacts can be added to the campaign. To check the status of an imported list, double-click the list icon in the Program Flow workspace to display the List Contacts and Prospects view.

                                  The following procedure shows how to add a list to the campaign.

                                  To add a list to the campaign

                                  1. Navigate to the Programs screen.

                                  2. In the Programs list, click the program name.

                                  3. In the Program Flow workspace, select the Campaign object.

                                  4. From the Objects palette, select the List object, and move it to the workspace.

                                  5. In the Pick Campaign List dialog box, select an imported or internal list, and click OK.

                                    The List object appears in the workspace, linked to the stage and referencing the campaign.

                                  To view and edit list details, double-click the List object in the workspace.

                                    Adding Trees to Campaigns

                                    Each campaign in your program can use one or more segment trees. After you associate a campaign with your program, you must allocate each segment tree within the campaign.

                                    You can associate one or more segment trees with a campaign by using the following procedure.

                                    To associate a segment tree with a campaign

                                    1. Navigate to the Campaigns screen.

                                    2. In the Campaigns list, click the campaign name.

                                    3. Click the Design view tab, and then click the Segment Trees link.

                                    4. In the middle list, click New.

                                    5. In the Pick Segment Tree dialog box, click Choose a new Segment Tree.

                                    6. In the second Pick Segment Tree dialog box, from the folders, select the Segment Tree.

                                    7. In the Pick Segment Tree dialog boxes, click Save, and then OK to save the tree to the campaign.

                                      Note: You can also navigate to the Campaign screen, Design, then the Allocation view to associate a segment tree with a campaign. For information on allocating segments, segment trees, and lists, see Allocating Segments, Segment Trees, and Lists to Offer Treatments.

                                      Adding Responses to Programs

                                      Siebel Marketing includes a Responses shape in the Program Flow view. Right-clicking this shape and choosing Define Response navigates to the Program screen, Design, then Response Definition view, which contains all response definitions within the current program (for all stages). Deleting a response definition here also deletes the shape from the Program Flow designer view. For more information on response definitions, see About Using Response Management.

                                      Right-clicking the Responses shape and choosing Generate Responses opens a dialog box that allows users to manually run the response generation process.

                                      Use the following procedure to add a response to a program, using the Program Flow workspace.

                                      To add a response to a program

                                      1. Navigate to the Programs screen.

                                      2. In the Programs list, click a program.

                                      3. Click the Design view tab.

                                      4. In the Program Flow workspace, select a stage and add a Response object from the palette.

                                      5. To complete response details, double-click the Response object in the workspace.

                                      6. In the Response Definitions view tab, in the Details list, add or modify response details.

                                        For details about fields in the Response Definition applet, see About Response Definitions.

                                      7. In the Response Values list applet, add a segment or segment tree.

                                        About Inferred Responses

                                        Response Definition functionality allows users to capture and persist inferred responses. An inferred response occurs when a customer does not respond in a concrete sense, but has changed his behavior in a specified manner over a specified time period. This differs from a hard response, where a customer explicitly accepts an offer through a conventional, direct channel, such as verbal acceptance of an offer by phone. Hard responses can also come through a conventional, indirect channel, such as clicking a link on a specific site.

                                        Inferred responses are supported in the Response Definitions view. To see this view, navigate to the Program screen, Design, and then the Response Definitions view. A segment tree can define mutually exclusive inferences. For example, two response segments could be defined as:

                                        • Customers who bought product X in the last 3 months.

                                        • Customers who bought product Y in the last 3 months.

                                        To prevent duplicate results, a segment tree can ensure that only one response record is created and only one follow-up action is taken.

                                          Applying Funneling with Constrained Connectors

                                          Siebel Marketing allows you to define a constrained connector to enable stage funneling, which allows a target audience to be maintained throughout the entire flow. Funneling can be used between stages or between stages with specified Wait times. Constrained connectors can start from a Stage or Wait shape and end on a Stage or Wait shape. Funneling from one stage to another implies that the audience in the second stage is a subset of the targeted audience from the first stage.

                                          If a stage repeats, then funneling the second stage implies that the audience set is restricted to the targeted audience in Stage 1, up until the current time, including all completed executions of the previous stage.

                                          Funneling cross-references the qualified target audience of the previous stage from the Campaign History Table (through appropriately configured list format filters while pulling a list for the next stage).

                                          Note: Funneling is not supported if different target levels are used in Stage 1 and Stage 2 of a program.

                                          To add a constrained connector to a program

                                          1. Navigate to the Programs screen.

                                          2. In the Programs list, click a program.

                                          3. Click the Design view tab.

                                          4. In the Program Flow workspace, navigate to the Connector object in the palette and change the Constrained attribute to ON by selecting the button.

                                          5. On a Stage or Wait shape, create a connector to another Stage or Wait shape.

                                            For information on creating connectors, see Connecting Objects.

                                            Applying Lead Creation to a Program

                                            Siebel Marketing contains a Lead Creation shape that allows a target audience or group of responders to be converted to leads. Right-clicking this shape and choosing Setup Leads navigates to the Program screen, Design, and then the Lead Setup view, which defines all lead setup definitions within the current program. Deleting a lead definition here also deletes the shape from the Program Flow designer view. Right-clicking the Lead shape and choosing Generate Leads opens a dialog box that allows users to manually run the lead generation process. For more information on leads, see About Creating and Using Leads.

                                            Use the following procedure to add lead creation to a program, using the Program Flow workspace.

                                            To add lead creation to a program

                                            1. Navigate to the Programs screen.

                                            2. In the Programs list, click a program.

                                            3. Click the Design view tab.

                                            4. In the Program Flow workspace, select a stage and add a Leads object from the palette.

                                            5. To complete Lead Setup details, right-click the Leads object and choose Setup Leads.

                                            6. In the Lead Setup view tab, add or modify lead details, including segments or segment trees.

                                              Note: After adding a segment or segment tree, click the Update Count button.

                                              The following table describes some of the fields in the Lead Setup applet.

                                              Field Comment

                                              Stage Name

                                              Name of the stage associated with the lead. Clicking this field navigates to the Program, Schedule, Details View, which displays the stage details, including the schedule.

                                              Name

                                              Name of the lead.

                                              Referred By

                                              The partner who referred the lead.

                                              Source

                                              A picklist displaying campaigns from the same program.

                                              Product

                                              The product that needs to be associated with the lead.

                                              Folder Location

                                              The default location of the lead list format. To change the default value of this field, change the value of the Default Lead List Format parameter.

                                              To locate the Default Lead List Format parameter, navigate to the Administration - Server Configuration screen, Enterprises, and then the Parameters view. For information on updating Siebel Enterprise parameter values, see Siebel System Administration Guide.

                                              The following table describes some of the fields in the Lead Values list applet.

                                              Field Comment

                                              Name

                                              Expandible hierarchy of segments and trees that define the lead. The hyperlink navigates to the Segment/Tree Definition in Oracle Business Intelligence.

                                              Priority

                                              Priority of the Tree Node.

                                              Net Count

                                              The most recent Net count retrieved from the segmentation engine.

                                              Create Lead

                                              A lead will only be created if this box is checked. It is checked by default.

                                              Treatment

                                              (Optional) A pick applet to associate a treatment with the lead. This field is used to track and report the effectiveness of treatments. Constrained to campaigns in the program.

                                              Status

                                              The default program status is Unqualified. Options are Accepted, Qualified, To be reassigned, Existing opportunity, Nurture, Converted, Rejected, and Retired.

                                              Quality

                                              A picklist from the lead object.

                                              Description

                                              Lead description.

                                            Note: When batch converting contacts to leads in the Program Flow designer, campaign history information is not available.

                                              Setting Up Waves for Campaign Loads

                                              If your marketing program consists of a one-time campaign and treatment (and you are confident that your organization can handle the volume of responses), then you probably do not require multiple waves. Siebel Marketing provides a 100 % fully allocated wave (with a wave code of A and a time lag of 0) when a campaign is created.

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

                                              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 include 10 to 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.

                                              You can use the List Distribution list to specify the vendor export list format and distribution method for each wave. Before creating a second wave, decrease the number in the % field of the first wave, which, by default, is 100%. The total percentage of values cannot exceed 100.

                                              The following procedure shows how to set up multiple waves for a campaign load.

                                              To set up multiple waves for a campaign load

                                              1. Navigate to the Campaigns screen.

                                              2. In the Campaigns list, click a campaign name.

                                              3. Click the Design view tab.

                                              4. From the link bar, click Wave Settings.

                                              5. In the Waves list, create a new record.

                                                Use the following table as a guide.

                                                Field Comment

                                                Wave Code

                                                Enter a wave code, up to 10 characters. You cannot save the record without a wave code. The wave code appears as part of the source code for the campaign member if you set up the source code format to include it. The wave code for the default wave is A.

                                                Description

                                                Describe the characteristics of the wave.

                                                Lag

                                                The default is 0. Enter the amount of time the wave is delayed after loading a campaign. The maximum lag for the waves cannot be greater than number of days between the start date and end date of the campaign.

                                                The wave is launched when the server processes the Launch Campaign request.

                                                This server process can be scheduled or can be manually started using the right-click menu in the Program Flow workspace.

                                                Lag Unit

                                                Choose either Hours or Days.

                                                %

                                                The default percentage is 100 for a single wave. If you are planning multiple waves, then first reduce the percentage number in the first wave and enter the percentage of contacts who are included in the second wave. The total percent values cannot exceed 100%.

                                              6. Complete the necessary fields and save the wave record.

                                                Creating and Applying Program Templates

                                                You can save any program you create as a reusable program template. The template retains many of the planning details from the program such as the program flow, related campaigns, activity plans, documents, and other details. After you create a program template, you can apply the template to new programs. You can also share the template with other employees in your organization.

                                                Program templates also include child campaign templates for each of the campaigns in the design. For more information about campaign templates, see Creating and Applying Campaign Templates.

                                                  Saving a Program as a Program Template

                                                  The following procedure shows how to save a program as a program template.

                                                  To save a program as a program template
                                                  1. Navigate to the Programs screen.

                                                  2. In the Programs list, click a program to use as a template.

                                                  3. In the Program form, click the menu button, and choose Save As Template.

                                                    This menu option is active only if your administrator has given you permission to use this action (using the Marketing access groups).

                                                  4. In the Save As Template dialog box, enter a name, and click OK.

                                                  5. To make changes to the new template, navigate to the Marketing Templates screen, then the Program Templates view.

                                                  6. Query for the template you created in Step 4.

                                                  7. In the template list or form, make the necessary changes.

                                                    Applying a Program Template to a Program

                                                    The following procedure shows how to apply a program template to a program.

                                                    To apply a program template to a program
                                                    1. Navigate to the Programs screen.

                                                    2. In the Programs list, either create a new program, or select the program name to which to apply the template.

                                                    3. In the Program form, click the menu button, and choose Apply Template.

                                                    4. In the Apply Template dialog box, select the template to apply, and click OK.

                                                    5. When asked if you want to continue, click OK.

                                                      The Message dialog box, appears, confirming that the template was applied.

                                                      Note: You cannot apply a program template if your program already has stages in the program flow. If your program has existing stages, then delete them from the program flow before applying the template.
                                                    6. In the Message dialog box, click OK.

                                                      Executing Programs

                                                      You can manually execute a program from the Program Flow link in the Design view. Alternatively, you can execute a program by scheduling a stage in the calendar. In the Schedule view, you use the calendar link to invoke the workflow process and execute the server tasks.

                                                      The following procedure shows how to execute a program using the Design view.

                                                      To execute a program using the Design view

                                                      1. Navigate to the Programs screen.

                                                      2. In the Programs list, click the program name.

                                                      3. In the Design view, click Program Flow.

                                                      4. In the Design view, right-click on the campaign.

                                                      5. Select Load Campaign.

                                                      6. In the Load Campaign Dialog Box, select the time and date, and click OK.

                                                      7. In the Design view, right-click on the campaign.

                                                      8. Select Launch Campaign.

                                                      9. In the Launch Wave dialog box, select the wave or waves to launch, and click OK.