Thursday, 14 June 2021
In this publication I will describe some of the stages that are usually followed in the elaboration of a Marketing Campaign and in which I have collaborated in some project:
Data collection: it is the starting point since through these the criteria will be defined by which it will be necessary to identify the clients that we are interested in reaching through some means. If there is a commercial relationship that requires some knowledge between customer and consumer as it usually is in B2B it is relatively easy to know the needs and what are commercial results that this relationship has generated, but in the case of B2C businesses where the volume is usually high and the interaction very fast you have to refine the strategy to obtain some information. For this, the means must be provided so that the Employees of the organization who are in contact with the client (Call Center Agents, Sellers, etc.) can store the information quickly and efficiently.
Segment: during this stage customers will be classified according to the strategies that the Marketing department has defined. An example of this could be:
- Those who buy a certain product
- The most commercially active areas
- Age of consumers
The natural tool in Siebel projects is Obiee (Oracle Business Intelligence Enterprise Edition). With the Segment Designer module, segments are created in the form of blocks that are generated from thematic areas, which would be the equivalent of a Siebel Business Component. Examples of subject areas would be Customers, Products, Contacts, etc. When choosing the Thematic Area “Clients” we can select elements such as: Age of Client, Sex, etc. A segment built in Obiee would look like this:
Begin
Active Customer Status
Add
Postal Code in 28001;28002;28035;28040
Add
Product in Internet Service
Add
Email Client is other than null
With this we would have customers from specific geographical areas who have contracted some Internet service and we have their email address.
Prepare the campaign. Suppose that a telecommunications company has installed the necessary infrastructure to provide internet to 50 megabytes in some areas of Madrid, so it could launch a mailing campaign to promote an offer to a specific customer segment.
For this, a Campaign will be created to which we will associate the segment created and the actions to be carried out, which in this case would be the sending of an email informing about the availability of the new service.
The campaign is associated with an offer, which will basically have:
- Products: products that are being promoted
- Price List: It is the price list that applies to the promotion. The promoted product must be on the promotion’s price list.
- Promotion: it is used to associate the offer with promotion-type products.
A previously created “Treatment” is associated with the offer. This is to indicate the way in which we will communicate the promotion (email, telephone, fax, etc.). In the Treatment, among other details we can specify the content of the communication, either an email or a kind of script for the case of a telephone call.
A Response is created. Through the Treatment Template we can add functionality to the mail sent, so that the recipient has the possibility to provide a response, whether he wishes to receive more information, does not wish to receive more information, etc.
Of course, this does not end here, we must monitor the opportunities, design new strategies, launch new campaigns, in short, this is a wheel that does not stop turning and to which we have to constantly make replacements.
