Launching Programs and Campaigns

This chapter describes how to launch programs and campaigns, a process which sends output lists of contacts to a fulfillment partner or another application. It includes the following topics:

About Launching Programs and Campaigns

When a campaign is ready for launch, the target list of contacts can be exported to a fulfillment partner or another application. Because direct mail vendors often require specific formatting of campaign lists, you can define, manage and preview the output list format without the intervention of an administrator.

When you launch a campaign, the Server Request Broker starts the Marketing Campaign Launch workflow process. This process sends contact list files to specified vendors, most commonly using FTP (file transfer protocol), and email offers are sent to targeted recipients.

You can launch a marketing program in the following ways:

Launch a campaign manually. You can launch a campaign using the applet menu in the campaign list and campaign form views, or by right-clicking the campaign shape in the Program Flow designer and by selecting Launch Campaign. For more information about manual execution, see Launching Campaigns Manually.
Launch a program stage automatically. You can schedule a stage of a program to launch automatically (including all the campaigns in the stage) from the Program screen. In the Schedule view tab, click the Calendar link. For more information about automatic execution, see Process of Using the Schedule Calendar View.
Launch a campaign automatically. You can schedule a campaign to launch automatically from the Campaign screen. In the Schedule view tab, click the Calendar link. For more information, see Process of Using the Schedule Calendar View.

You launch email campaigns through the Siebel Email Marketing Server. Export list files and faxes are distributed through the Siebel Communication Server. Make sure that your Email Marketing Server and Communication Server are online so that the launch completes successfully.

When you launch a campaign, you must know which campaign wave or waves you want to launch, especially if your campaign is a recurring campaign. In most cases, the wave you want is the most recent wave. However, when you launch the campaign, make sure that you select the correct wave from the Launch Waves dialog box.

Note: On the Marketing Server component, a parameter called Wave Batch Size determines the number of subwaves created. Each subwave creates a new request or thread to the email sending daemon.

For email campaigns, the Email marketing server can process parallel tasks for improved scalability. To enable the generation of email files for each thread, be sure to split the Email Server list format correctly.

Process of Launching Campaigns

You can choose to manually launch one or more waves of a campaign. You can launch a campaign using the applet menu in the campaign list and campaign form views, or by right-clicking the campaign shape in the Program Flow designer and by selecting Launch Campaign.

To launch a campaign, perform the following tasks:

Launching Campaigns Manually

Before launching a campaign manually, make sure you have performed the following tasks:

Add a position to the marketing Administrators Access Group. The position of the person who launches the campaign must be a member of the Marketing Administrators access group. If the position is not part of this access group, then the launch buttons are unavailable. For instructions, see Siebel Marketing Installation and Administration Guide.

Note: This requirement also applies to a partner using the Siebel Partner Portal.
In the Campaign List Distribution view, set up vendors and export list formats.
Load any segments, segment tree cells, and lists that you plan to use into the campaign history.
If you plan to send offers that use a distribution profile, then test the campaign to make sure that the profile is set up correctly and that offer is sent with expected results. For more information on testing campaigns, see Testing Campaigns.

You can choose to manually launch one or more waves of a campaign. You can launch a campaign using the applet menu on the campaign form in any of the campaign views or by right-clicking on the campaign in the program flow.

Launching a campaign calls the Marketing Campaign Launch workflow process. After launching a campaign, you can check the results by looking at history records for programs, stages, and campaigns.

The following procedure shows how to manually launch campaigns.

To manually launch campaigns

Navigate to the Campaigns screen.
In the Campaigns list, click the campaign name.
From the campaign form menu, choose Launch Campaign.
The Launch Campaign Dialog Box contains the valid waves that are available for launching. Waves with a status of Loading, Load Failed, Scheduled, Launched, Purged, or Purge Failed do not appear.
In the Launch Campaign dialog box, select one or more waves to launch, and click OK.

Launching Email and Fax Campaigns

If you have tested your email or fax campaign, and the results are satisfactory, then you are ready to send the email offers to campaign recipients.

The following procedure shows how to send email and fax offers.

To send email and fax offers

Navigate to the Campaigns screen.
In the Campaigns list, click the campaign name.
Click the Design view tab.
In the Campaigns form, click the menu button, and choose Launch Campaign.
In the Launch Waves dialog box, select a wave to launch, and click OK.

About the Marketing Campaign Launch Workflow Process

When you launch a campaign, the Marketing Campaign Launch workflow process is initiated. For more information about workflow processes, see Siebel Business Process Framework: Workflow Guide.

Siebel Marketing sends the exported list file to each vendor in the List Distribution list of the Waves view, using distribution adapters and profile information. For example:

Email. Siebel Marketing emails the exported list file to the vendor’s primary contact.
FTP. Each vendor has a profile specifying the host name, user name, and password. Siebel Marketing sends the exported list file using File Transfer Protocol to the vendor’s FTP server.

For each wave, the server receives a request to send each valid offer in the campaign on the day the program is executed, adding to that date any lag days defined in the wave. Only those contacts or prospects assigned to a particular wave receive the offer.

Checking Campaign Launch Status

After you launch a campaign you can check its status and determine whether it was successfully launched or whether it failed.

The following procedure shows how to monitor campaign launch status.

To monitor campaign launch status

Navigate to the Campaigns screen.
In the Campaigns list, click the campaign name that you launched.
Click the Execute view tab.
In the Execute view link bar, click System Task.
In the System Tasks list, search for the Campaign Launch and Wave Launch jobs.
Use the Wave # field to find the wave that you launched.

In the System Tasks list, click Refresh to update the values in the record.

The Status field has three indicator boxes as shown in the following table.

Position	Color	Meaning
1	Red	An error occurred. The error message appears in the System Tasks and Task Log lists.
2	Yellow	Pending. The launch has not yet completed.
3	Green	The launch completed successfully with no errors.

To display the Task Log list, scroll down.

If campaign launch fails, then you can display an error log using the Administration - Server Management screen’s Tasks view.

Suspending and Relaunching Email Campaigns

A wave of a campaign can be suspended and relaunched in the event of an error or if you have to roll back a wave. For example, if email offers are not delivered because of a setup problem in the Email Marketing Server, then you can relaunch the wave to resend the offers. Also, if you launch a wave into the call center, then you can recall the wave so that it no longer appears to sales agents until the wave is relaunched.

Suspending a Campaign Wave

The following procedure shows how to suspend a campaign wave.

To suspend a campaign wave

Navigate to the Campaigns screen.
In the Campaigns list, click a campaign name.
Click the Execute view tab.
In the Execute link bar, click Execution Status.
Locate the Wave with a Launched or Launch Failed status.
Use the Wave # field to confirm that you are displaying the correct wave.
To suspend the wave, select the wave record and click Suspend Wave.
After the wave is suspended, Suspended appears in the Status field.

Make the necessary corrections, and then relaunch the campaign wave as described in Relaunching a Campaign Wave.

Relaunching a Campaign Wave

The following procedure describes how to relaunch a suspended campaign wave.

To relaunch a suspended campaign wave

Navigate to the Campaigns screen.
In the Campaigns list, select a campaign to relaunch.
Click the Execute view tab.
In the Execute link bar, click Execution Status.
Locate a wave to relaunch.
Use the Wave # field to confirm that you are displaying the correct wave.
In the Wave list, select the wave record, and click Launch Wave.
Launching a suspended wave resends any email offers and vendor list files. It also causes the campaign members in the wave to reappear in the call center.

Process of Using the Schedule Calendar View

When you complete a program design using Program Flow, you can schedule a stage of the program for execution using the Schedule calendar view.

To use the schedule calendar view, perform the following tasks:

Schedule Calendar View

When you complete a program design using Program Flow, you can schedule a stage of the program for execution using the Schedule calendar view. During automatic program execution, the Campaign Load and Marketing Campaign Launch workflow processes run for each campaign in the stage. If the stage is recurring, then when the run of the stage is completed, it reschedules itself for the next run. For more information about workflow processes, see Siebel Business Process Framework: Workflow Guide.

The Schedule view displays the details of the selected program in the Program form and the calendar.

Scheduling a Stage Execution and Editing a Schedule

The procedures in this topic describe how to schedule stages of a program for automatic execution, and how to edit an existing schedule.

Scheduling the Execution of a Stage

Use the following procedure to schedule the execution of a stage of a program.

To schedule the execution of a stage

Navigate to the Programs screen.
In the Programs list, click the program name.
Click the Schedule view tab.
In the Calendar view, click the calendar icon for the date that the program starts.

In the activity form, complete the fields using the following table as a guide.

Field	Comment
Comment	Enter more information about the program schedule, if desired.
Description	This field displays the previously added program description. Enter more information if desired.
Frequency	If the program is repeating, then choose the repeat cycle from the list. Options are Daily, Weekly, Monthly, Quarterly, and Yearly.
Planned Completion	The default value in this field is the program’s end date. Click the calendar select button, use the calendar controls to set the date and time.
Planned Start	The default value in this field is the program start date. Click the calendar select button, and use calendar controls to set the start date and time for program execution.
Stage	(Required) You must select the stage of the program that is to execute.
Type	(Required) The Type field displays Stage Execution as the default. If Stage Execution does not appear in the field, then select it from the list.
Frequency	Specify whether or not the stage repeats over time and, if it does, how often it repeats.

Select the Active Flag so that the scheduling takes effect.
If you select the active flag, then the stage executes as soon as the activity time arrives. If you do not select the active flag, then no execution occurs.
Click Save This One when you are ready to save the schedule.
The stage name and launch time appear in the Schedule calendar. The calendar also reflects any recurrence of the stage. If you select the Timeline view, then the stage is displayed and timeline bars indicate any activities scheduled for the stage. A timeline bar is not displayed for the stage itself or for the campaigns associated with it. Timeline bars for programs and campaigns are visible in the Marketing Calendar screen.

Editing a Stage

The following procedure shows how to edit a schedule.

To edit a schedule

Navigate to the Programs screen.
In the Programs list, click the program name.
Click the Schedule view tab.
In the Schedule’s calendar, click the program name to open the Schedule form.
Make sure the Active Flag is still checked so that execution occurs.
In the Schedule form, make changes, and click Save This One.
Alternatively, click Delete This One to delete the schedule.
If the stage repeats over time, then you are asked if you want to delete a single instance or every repeating instance.

Scheduling the Execution of Campaigns

Campaigns can be created and set up to execute automatically in accordance with a schedule you specify. This topic describes how to perform this task.

If you choose to execute a campaign using the campaign scheduler, and if your campaign includes a number of waves, then be aware that you cannot select the wave that is executed by the scheduler. Siebel Marketing submits a Campaign Launch Workflow request for all campaign waves that have not yet been executed. This means that while the current campaign wave is executed as scheduled, so too are any older waves which had not been successfully executed previously.

Caution: Do not perform this procedure if you already plan to schedule the parent stage for the same campaign. Doing so causes the campaign to be launched twice.

The following procedure describes how to schedule the automatic execution of a campaign.

To schedule the execution of a campaign

Navigate to the Campaigns screen.
In the Campaign list, click the campaign name.
Select the Schedule view tab.
In the Schedule calendar, click the calendar icon in the day that the campaign starts.
In the activity form, in the Activity Type field, select Campaign Load and complete the remaining fields.

Note: Be sure to check the Active Flag for the scheduling to take effect. If the active flag is set, then the campaign load launches as soon as the activity time arrives. If the active flag is not set, then no execution occurs.
Click Save This One when you are ready to save the schedule.
The campaign name and load time appear in the Schedule calendar. The calendar also reflects any recurrence of the activity.
Click New to create another activity.
In the activity form, in the Activity Type field, select Campaign Launch, and complete the remaining fields.
Make sure to set the start time of the campaign launch activity so that the preceding campaign load activity completes before the corresponding campaign launch begins.

Note: The Campaign Execution activity type executes the load and launch processes for the campaign serially.
Verify that the Active Flag is set so that the scheduling takes effect.
Click Save This One when you are ready to save the schedule.
The campaign name and launch time appear in the Schedule calendar. The calendar also reflects any recurrence of the activity.

Displaying Campaign Charts in Siebel Campaigns

Only Siebel Campaigns uses Campaign charts, and you use these charts to review performance and graphically display results in a chart for areas such as incentive compensation, completed calls, lead quality by campaign, and so on. When you display a chart, the saved query in the upper corner filters the information shown in the chart.

To display charts in Siebel Campaigns, perform any of the following tasks:

Displaying Campaign Achievement Charts

The Campaign Achievement chart displays the results of the Sales Quota Plan set up for each campaign. The chart represents the percentage achievement of quota for each campaign and applies Incentive Compensation functionality to campaigns.

Preparing to Generate Campaign Achievement Charts

The following procedure shows how to prepare for generating the Campaign Achievement charts.

To prepare for generating the Campaign Achievement charts

Create a quota plan, and associate quota plan objectives and participants with the plan.
Quotas are discussed in Creating Campaign Quota Plans.
Enter achievement values by performing these tasks:
1. Navigate to the Sales Quotas screen.
2. In the Quota Achievement list, select the quota plan.
3. Enter the amount you achieved compared to quota numbers.
  You can add Achievements manually or by using a workflow process that completes achievements based on actions in Siebel Call Center.

Displaying Campaign Achievements in Siebel Campaigns

Use the following procedure to display the Campaign Achievement Chart from the Achievement Analysis view of the Sales Quota screen or the Charts view of the Campaigns screen.

To display Campaign Achievements in Siebel campaigns

Navigate to the Campaigns screen.
In the Campaigns link bar, select Charts.
In the drop-down list, select Campaign Achievements.
In the Objects Against Achievement list, select the plan name.
In the By drop-down list, select Campaign Name or Objective Name.
Select the chart type from the third drop-down list.
Click Go to display the chart.

Displaying Call Status Analysis Charts

The Call Status Analysis chart displays the number of calls that have been completed compared to the number of calls that have not been completed for each campaign. This chart can be used by a call center manager to determine which campaigns are lagging and where to shift resources.

The following procedure shows how to update the Call Status field.

To update the Call Status field

Assign any contacts and prospects you are contacting to the campaign.
For more information, see Adding Contacts and Prospects to Campaigns Individually.
After each contact or prospect is called, update the status in the Call Status field in the Contacts or Prospects list or form.
The chart is based on information from this field. A Call Completed flag indicates that the call is completed and the number of contacts and prospects targeted by the campaign.

Displaying Call Status Analysis by Employee Charts

The Call Status Analysis by Employee chart displays completed and uncompleted calls by a specified employee for each campaign. The values for this chart can be derived from lists of contacts and prospects assigned to the position and the Calls Completed field for the contact or prospect record in the Contacts or Prospects view.

A campaign list can be associated with a position. When such association occurs, the position becomes the owner of the Campaign Contacts or Campaign Prospects. If the OwnerID is assigned, then only the employees of that position can display the Campaign Contacts or Prospects for a particular campaign. If the list is not assigned, then the OwnerID is NULL and any employee assigned to the Campaign Team or Campaign Group can display the Contacts or Prospects view.

The following procedure shows how to prepare for generating the Call Status Analysis by Employee chart.

To prepare for generating the Call Status Analysis by Employee chart

If the employee position is evaluated based on lists of contacts and prospects, then assign the lists to the position in the Campaign Lists view.
The position becomes the owner of the list’s contacts and prospects.

When you associate a list with a campaign, if the Position field is not empty, then the OwnerID or each contact or prospect in that list is associated with that position.

Most companies do not assign the contacts or prospects to a position, so the OwnerID is NULL. In such cases, the chart shows only one employee: Unknown.
Update call status in the Campaign Contacts view.
The chart draws its values on which contacts have been called based on the Done flag in the Call Status field. Make sure this field reflects the current status of the call.

Displaying Lead Quality Analysis by Campaign Charts or Response Charts

The Lead Quality Analysis by Campaign chart displays the opportunities that have been created for the campaign when the Response Type is set to Opportunity. Using this chart, you can display opportunities by number of opportunities, by total opportunity revenue, or by average opportunity broken out by lead quality.

Preparing to Generate the Lead Quality Analysis by Campaign Chart

The following procedure shows how to prepare to generate the Lead Quality Analysis by Campaign chart.

To prepare to generate the Lead Quality Analysis by Campaign chart

In the Campaigns list, click the campaign name, click the Responses view tab, and verify that the Response Type field is set to Opportunity.
In the Opportunities screen, for each opportunity created for a campaign, make sure values are entered in the Lead Quality, Revenue, and Source fields.
You can use the My Opportunities or All Opportunities views to display the opportunities you want to check.

The Lead Quality by Response chart displays the opportunities that have been created for a campaign when the campaign’s Response Type is set to Response. The chart displays opportunities by number of opportunities, by total opportunity revenue, or by average opportunity broken out by lead quality.

Preparing to Generate the Lead Quality by Response Chart

The following procedure shows how to prepare to generate the Lead Quality by Response chart.

To prepare to generate the Lead Quality by Response chart

In the Campaigns list, make sure the Response Type is set to Opportunity.
The Response Type field is in the Response’s view tab, after drilling down on the campaign name.
In the Opportunities screen, make sure that the Revenue, Lead Quality, and Source fields are completed for each opportunity.

Displaying Opportunity Revenue Analyses

You can display opportunity revenue analyses on two charts:

Opportunity Revenue Analysis Chart
Opportunity Revenue Analysis by Employee Chart

Opportunity Revenue Analysis Chart

The Opportunity Revenue Analysis chart displays the campaign’s Number of Opportunities and the Expected Revenue for those Opportunities. The left axis is Opportunity Revenue and the bar chart corresponds to Revenue. The right axis is the Number of Opportunities and the line chart corresponds to Revenue.

When using the chart, Opportunity Revenue Analysis by Campaign, only campaigns set to response type Response are used to create the chart.

This chart displays the relationship between the amount of revenue and the number of opportunities for campaigns. For example, a campaign administrator can use the chart to identify campaigns that are generating a high volume of opportunities but have a low potential for revenue and campaigns which generate a smaller number of opportunities but have a higher potential revenue for each opportunity.

Before generating the chart, navigate to the Opportunities screen and make sure that the Revenue field contains a value for each opportunity associated with the campaign.

Displaying Opportunity Revenue Analysis by Employee Charts

The Opportunity Revenue Analysis by Employee chart shows the number of Opportunities and the potential revenue for opportunities for each employee. This chart displays information in the same way as the Opportunity Revenue Analysis chart, but it targets employees in the analysis.

The following procedure shows how to prepare for generating the Opportunity Revenue Analysis by Employee chart.

To prepare for generating the Opportunity Revenue Analysis by Employee chart

Navigate to the Opportunities screen.
Select an opportunity associated with the campaign.
Make sure that the Revenue contains a value.
In the Sales Team field, enter the User ID of the agent generating the opportunity.

Displaying Order Revenue Analysis Charts

The Order Revenue Analysis Chart shows the total revenue for orders generated by campaign. Before you can create this chart, you must verify that an order is associated with a response. If it is not, then you can associate it using the following procedure.

To associate an order with a response

Navigate to the Campaigns screen.
Select a Campaign with the Response Type set to Response.

Note: This chart only shows data for campaigns with Response Type set to Response.
The Response Type field is in the Response’s view tab, after drilling down on the campaign name.
Click the campaign name.
Click the My Contacts/Prospects view tab.
Click Create Response.
For this response, click the Orders tab, and create a new record.
Click the Order number to enter details for the order.

Displaying Campaign Trend Analyses

You can display campaign trend analyses using two charts:

Campaign Trend Analysis Chart
Campaign Trend Analysis by Employee Chart

Displaying a Campaign Trend Analysis Chart

The Campaign Trend Analysis chart displays the total number of responses for each campaign over a period of time. The period can be set to day, week, month, quarter, or year.

Before generating the chart, review responses for each campaign by navigating to the Campaigns view, selecting the campaign, and clicking the Responses view tab.

Displaying a Trend Analysis by Employee Chart

The Campaign Trend Analysis by Employee chart displays the total number of responses generated by each employee for campaigns over a period of time. The period can be specified by day, week, month, quarter, or year.

The following procedure shows how to verify that each response is associated with an employee.

To verify that each response is associated with an employee

Navigate to the Campaigns screen.
In the Campaigns list, click the campaign name.
Click the Track Results view tab.
In the Track Result link bar, click Responses.
Review the list of responses, making a note of the description and user.
Navigate to the Responses screen.
For each response you found in Step 5, make sure that the Created By field contains the User ID of the employee who handled the response and, therefore, owns it.

Process of Displaying Response Charts in Siebel Campaigns

Siebel Marketing and Siebel Campaigns include response charts. Use response charts to analyze response to your campaigns in areas such as opportunities, revenue, campaign offers, and so on. When you display a chart, the saved query in the upper corner filters the information shown in the chart.

To display response charts in Siebel Campaigns, perform the following tasks:

Accessing the Response Charts

Response charts analyze the response to your campaigns in areas such as opportunities, revenue, campaign offers, and so on.

The following procedure shows how to access Response charts.

To access Response charts

Navigate to the Responses screen, then the Charts view.
In the Charts view use the visibility filter to select the type of data to display.
In the drop-down list next to the Show field, select the type of chart, and click Go.
To change the type of chart, select a different type, and click Go.

Displaying the Campaign Analysis (Response) Charts

The Campaign Analysis chart displays the total number of responses for each campaign. Before you can create this chart, you must verify that the response is associated with a campaign. If it is not, then you can associate it using the following procedure.

To associate the response with a campaign

Navigate to the Responses screen.
In the Campaign Name field, associate the response with a campaign.

Displaying the Opportunity Analysis (Response) Charts

The Opportunity Analysis chart displays the total number of opportunities created for each campaign, based on the Source field in the opportunity record. Before you can create this chart, you must verify that opportunities have been created for the campaign as described in the following procedure.

To verify the opportunities are created

Navigate to the Responses screen.
For each response to your campaign, verify that opportunities are created (if applicable).
If no opportunities have been created for the campaign, then you can create them using the following procedure:
1. Select the response record in the Responses list.
2. In the Response form, click Create Opportunity.

An opportunity is created for the campaign and the campaign name is entered in the Source field for the opportunity.

Displaying the Offer Analysis (Response) Charts

The Offer Analysis chart shows the total number of responses for each offer based on the offer associated with the response. Before you can create this chart, use the following procedure to verify that the correct offer is associated with the response.

To verify the correct offer is associated with the response

Navigate to the Responses screen.
For each response to campaigns featuring the offer, make sure the correct offer is associated with the response by reviewing the response record’s Offer field.

Displaying the Offer Type Analyses (Response) Charts

You can display offer type analyses (response) through two different charts:

Offer Type Analysis (Response) Chart
Offer Type Analysis (Response) by Campaign Chart

Displaying Offer Type Analysis (Response) Charts

The Offer Type Analysis chart displays the total number of responses for each offer type for all campaigns. Before you can create this chart, use the following procedure to verify that the offer is identified for the response.

To verify the offer is identified for the response

Confirm that each offer associated with the campaign has an offer type and offer name specified.
For more information about finding or completing these fields, see Process of Creating and Modifying Offers.
Add the responses received during the campaign.
The offer is identified for the response in the Offer Name field.
Generate the chart.
To generate charts, follow the procedure in Process of Displaying Response Charts in Siebel Campaigns.

Displaying Offer Type Analysis (Response) by Campaign Charts

The Offer Type Analysis by Campaign chart displays the total number of responses for each offer type for each campaign. Each campaign can have many offers.

The following procedure shows how to generate the Offer Type Analysis by Campaign chart.

To generate the Offer Type Analysis by Campaign chart

Confirm that each offer associated with the campaign has an offer type and offer name specified.
For more information about finding or completing these fields, see Process of Creating and Modifying Offers.
Confirm that the offers you want in the chart have been added to the campaign.
For more information about this procedure, see Associating Offers and Segments with Campaigns.
Add the responses received.
Generate the chart.
To generate charts, follow the procedure in Process of Displaying Response Charts in Siebel Campaigns.

Displaying the Revenue Analysis (Response) Charts

The Revenue Analysis (Response) chart displays the total revenue for each campaign and the total number of opportunities for each campaign. The bar chart shows the revenue by campaign and the line graph shows the number of opportunities for each campaign.

Values for this chart are derived from the Revenue and Source fields in the Opportunity screen’s My Opportunities or All Opportunities list. The revenue number is derived from the sum of the Revenue fields in the Opportunity records, with the Source field set to the campaign name. Before generating this chart, make sure to complete these fields for opportunities used in this analysis.

Displaying the Average Opportunity Revenue Analysis (Response) Charts

The Average Opportunity Revenue Analysis chart displays the average revenue for each campaign. For each opportunity created for the campaign, the revenue is added and the average is taken for all opportunities created for the campaign.

Values for this chart are derived from the Revenue and Source fields in the Opportunity screen’s My Opportunities or All Opportunities list. The revenue number is derived from the average of the Revenue fields in the Opportunity records, with the Source field set to the campaign name. Before generating this chart, make sure to complete these fields for opportunities used in this analysis.