Marketing Program

This ERD (see the following figure) illustrates how Siebel Business Applications support the more complex program planning and execution used for Database Marketing. Marketing segments are dynamic lists of people defined by a set of database criteria and available to marketing programs. These criteria can be defined on measures and attributes by using complex mathematical scores, ratios, and formulas applied to customer demographics or behavior data sourced from the Siebel database or from external applications such as a data warehouse.

After a data dictionary describing the external data store has been defined, segment definitions can be created and attached to one or more campaigns, together with purchased lists. Filters allow the exclusion of segment members based on predefined clauses. Segment prioritization and deduplication make sure that individuals qualified for more than one segment do not receive conflicting messages from more than one campaign. Waves can be generated as a subset of the qualifying people within the targeted segments.

Recurring marketing programs can be defined in which each stage can be based on customer response behavior or any other event. Marketers can define customer hierarchies, so that campaigns can be driven by data summarized from any level of the hierarchy (for example household level and customer level). People to be contacted are listed as campaign contacts for a specific campaign or wave.

Each campaign can be presented with one or more offers. An offer is a type of demand creation program that is directly presented to a target audience. It is intended to generate awareness of or demand for one or more products. Responses are tracked through Communications.

Marketing Program: This image is described in the surrounding text.

The following table lists the entities in this ERD and their corresponding tables.

Entity	Table
Assignment Rule Group	S_ASGN_RULE_GRP
Call List	S_CALL_LST
Campaign Allocation	S_CAMP_CALL_LST
Campaign Contact	S_CAMP_CON
Campaign Load	S_CAMP_LD_WAVE
Campaign Offer	S_SRC_OFFR
Campaign Wave	S_DD_CAMP_WAVE
Contact	S_CONTACT, S_PARTY
Contact Status	S_ SRCDCP_CONSTA
Deal	S_DEAL
Filter	S_DD_FILTER
Filter Clause	S_DD_FILTER_DTL
Load Wave	S_CAMP_LD_WAVE
Marketing Activity	S_SRC
Marketing Segment	S_CALL_LST
Offer	S_MKTG_OFFR
Offer Media Package	S_DMND_CRTN_PKG
Program Segment	S_CAMP_CALL_LST
Prospective Contact	S_PRSP_CONTACT
Purchased List	S_CALL_LST
Response	S_COMMUNICATION