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Oracle CRM Plan Campaign to Results

CRM Process Description: Oracle's integrated Customer Relationship Management (CRM) solution is a set of applications that give you information-driven sales, service, and marketing. Oracle CRM is built on an open, standards-based architecture that streamlines business processes, improves data quality, and allows all your key divisions to draw from the same source of data.

CRM_L1_High Level Business Process Model PLAN CAMPAIGN TO RESULTS: Marketing is a comprehensive tool that plans, executes, and analyzes results of audience-specific, customer- focused marketing campaigns. In Oracle Marketing terms, a Campaign is a collection of marketing activities designed to support a goal. Planning a Campaign includes:

Creating the campaign

Associating products and offers

Determining the budget

Obtaining concept and budget approvals

Associating costs, revenues, and other metricsCRM_L2_Plan Campaign to Results Business Process Model

Creating a Campaign: Responsibility: Marketing User

Navigation: Marketing User > Campaign Dashboard > Campaign Dashboard

A campaign is the vehicle for putting out information about an organization's products, services, offers, and messages to existing and potential customers.

Click on Campaign tab.

Responsibility: Marketing User

Navigation: Marketing User > Campaign Dashboard > Campaign Dashboard > Campaigns

Click on Create Campaign button.

Responsibility: Marketing User

Navigation: Marketing User > Campaign Dashboard > Campaign Dashboard > Campaigns > Create Campaign

Enter the required details as Type, Name, Star & Dates, Coordinator and Objective

Click on Apply button.Approval: Approvals are needed for most objects created in Oracle Marketing (campaigns, campaign activities, events, event activities, one-off events, offers, and deliverables). Objects are approved according to your organization's business rules and approval processes. A Theme Approval is required for the Campaign created.

Responsibility: Marketing User

Navigation: Marketing User > Campaign Dashboard > Campaign Dashboard > Campaigns > Create Campaign > Submit for Theme Approval

The Status of the Campaign created will be New.

Click on Submit for Approval button.

Responsibility: Marketing User

Navigation: Marketing User > Campaign Dashboard > Campaign Dashboard > Campaigns > Create Campaign > Submit for Theme Approval

Click on Submit button

Now the Status of the Campaign will be Pending Concept Approval.

After the Theme Approval is done the Status of the Campaign will be Planned

Insight to Campaign Plan: A marketing campaign is a collection of marketing activities designed to support a goal. Campaigns are the vehicle for putting information about an organizations products, services, offers, and messages in front of customers and potential customers. Executing a campaign includes:

Creating a campaign activity by selecting channels and setting dates. Creating a target list.CRM_L3_Insight to Campaign Plan Business Process Model

Defining Marketing Activities: A Campaign Activity is the delivery tool for a marketing campaign. After pre campaign analysis and planning, marketers create campaign activities, each with a specific purpose and using a specific channel.Responsibility: Marketing user

Navigation: Marketing User > Campaign Dashboard > Campaign Dashboard >

Campaigns > Create Campaign > Activities

Click on Create Activity tab.Enter the Required details as Template, Channel, Name, Launch On and Marketing Medium.

Click on Apply button

A Confirmation is given after the marketing Activity is created as shown below

Responsibility: Marketing user

Navigation: Marketing User > Campaign Dashboard > Campaign Dashboard >

Campaigns > Create Campaign > Activities

Define Marketing Budgets: Budgets in Marketing are the funding source for a variety of objects. The objects, such as campaigns and events, may require other approvals before a funding request may be made. Budgets may exist in a hierarchical structure, a root budget supplying funds to child budgets, allowing managers to view and control their costs.Responsibility: Marketing user

Navigation: Marketing User > Campaign Dashboard > Campaign Dashboard >

Campaigns > Create Campaign > Budgets

Click on Budget tab

Responsibility: Marketing user

Navigation: Marketing User > Campaign Dashboard > Campaign Dashboard >

Campaigns > Create Campaign > Budgets

Click on Manage Budget buttonLine Budget Creation: To source funds for a campaign, you need to associate a campaign to a budget.

Responsibility: Marketing user

Navigation: Marketing User > Campaign Dashboard > Campaign Dashboard >

Campaigns > Create Campaign > Budgets > Manage Budgets

Enter the Source Type & Name details of the budget

After the required information is entered click on Create button.

Responsibility: Marketing user

Navigation: Marketing User > Campaign Dashboard > Campaign Dashboard >

Campaigns > Create Campaign > Budgets > Manage Budgets

Creating Marketing Media: Marketing Media is the means of communication, as radio and television, newspapers, and magazines that reach or influence people widely. Responsibility: Oracle Marketing Super User

Navigation: Marketing Online > Administration > Marketing > Marketing Media

Click on Create button to create a new Marketing Media

Responsibility: Oracle Marketing Super User

Navigation: Marketing Online > Administration > Marketing > Marketing Media >Create

Enter the details like Marketing Medium name, Country, Active Date and Rating.

Click on Create button for the Marketing media to be created.Execute Campaign to Event: Marketers often participate in trade shows, conduct seminars, and create Web events to generate leads. These types of events are the key means for marketers to educate potential customers about a product or service and to build brand recognition.CRM_L3_Execute Campaign to Event Business Process Model

Define Products: A product is considered anything you make, purchase or sell, including physical items you can stock in inventory. After the Marketing Activities are defined you need to add the Products to the Activities defined.

Responsibility: Marketing User

Navigation: Marketing User > Campaign Dashboard > Create Campaign > Update Campaign > Offering

Click on Add Product button.On the Click of Add products all the products available for the Particular Activity are displayed.

Responsibility: Marketing User

Navigation: Marketing User > Campaign Dashboard > Create Campaign > Update Campaign > Offering > Add Products Select the products required for the Campaign execution.

Click on select button.Define Segments: Market segmentation identifies groups of customers, or prospects that satisfy business-defined strategic or tactical criteria. For example, a car manufacturer may need to identify different types of consumers based on lifestyle preferences to segment their car buying market accordingly. Once segments are identified, marketers may develop specific marketing programs that will uniquely target each segment.Responsibility: Marketing user.Navigation: Marketing user > Campaign Dashboard > Audience Workbench > Segments

Click on Create buttonResponsibility: Marketing user.

Navigation: Marketing user > Campaign Dashboard > Audience Workbench > Segments > Create

Enter the details like Segment Name, Code, Type, Owner and Description.

Click on Create button to the changes to be effected.Responsibility: Marketing user.

Navigation: Marketing user > Campaign Dashboard > Audience Workbench > Segments > Create

Define Schedules: Schedules set up the actual delivery of the marketing campaign. They determine when specific marketing activity is going to take place, what the methodology of that activity is, and how the responses will be captured. They also determine how any mailing or calling lists, cover letters or other content are used and what deliverables, if any, are involved.Define location and logistics: Location and Logistics determine where specific marketing activity is going to take place, what the methodology is used for delivering of products.Responsibility: Oracle Marketing Super User

Navigation: Marketing Online > Administration > Marketing > Geographic location types

Define Communication plans and required collateral: Deliverables are marketing collateral that you can distribute to customers across multiple channels. Each deliverable object represents hard or soft collateral which is associated with a campaign or an event. Communication plan include the way the Organization has reached the customers to give its deliverables.Responsibility: Oracle Marketing Super User

Navigation: Marketing Online > Deliverable

Click on Create buttonResponsibility: Oracle Marketing Super User

Navigation: Marketing Online > Deliverable > CreateEnter the required information as Setup type, Name, Delivery Medium and Sub Category

Click on Create buttonThe Deliverable is created.

Define Metrics and Offers: An offer is an incentive designed to entice someone to purchase your product or service. It can take several different forms depending on who your target audience is and what you want the offer to accomplish.Responsibility: Oracle Marketing Super User.

Navigation: Marketing Online > Offers

Click on Create buttonResponsibility: Oracle Marketing Super User.

Navigation: Marketing Online > Offers > Create

Enter the required information as Setup Type, Name and Currency

Click on Create button.Responsibility: Oracle Marketing Super User.

Navigation: Marketing Online > Offers > Create

Manage registrants and lead and analyze results: Marketing provides the necessary functionality to analyze, generate, and manage a list of customers and prospects through which leads are obtained.Responsibility: Oracle Marketing Super User.

Navigation: Marketing Online > Administration > Leads

Execute Campaign to Email, web, Advertising: Campaign management in Marketing focuses on planning, coordinating, and executing multi-channel marketing campaigns (via e-mail, direct mail, Web sites, phone, and other indirect marketing media). Marketing offers real-time personalization and product recommendations as part of a Web campaign, or as eMerchandising in conjunction with a Web store such as iStore.CRM_L3_Execute Campaign to Email, web, Advertising Business Process Model

Execute Campaign to Direct Mail & Advertising: Campaign management in Marketing focuses on planning, coordinating, and executing multi-channel marketing campaigns via e-mail, direct mail, Web sites, phone, and other indirect marketing mediaResponsibility: Marketing UserNavigation: Campaign Dashboard > Campaign

Click on Create Activity button

Responsibility: Marketing User

Navigation: Campaign Dashboard > Campaign > Create Activity

Enter the Details as Template, Channel, Name, Coordinator, Launch On and Objective.

Click on Apply button

The Conformation Details are as shown below:

Execute Campaign to Email: Campaign management in Oracle Marketing focuses on planning, coordinating, and executing multi-channel marketing campaigns via e-mail and other indirect marketing media.Responsibility: Marketing User

Navigation: Campaign Dashboard > Campaign > Create Activity

Enter the Details as Template, Channel, Name, Coordinator, Launch On and Objective.

The Channel should be selected as Email

Click on Apply

The Conformation Details are as shown below:

Execute Campaign to Web: Marketing offers real-time personalization and product recommendations as part of a Web campaign, or as eMerchandising in conjunction with a Web store. You can place a Web Ad or Offer in placements defined for a Web site, such as Oracle iStore by creating a campaign activity of type Web Ad or Web Offer.Responsibility: Marketing User

Navigation: Campaign Dashboard > Campaign > Create Activity

Enter the Details as Template, Channel, Name, Coordinator, Launch On and Objective.

Click on Apply button.The Conformation Details are as shown below:

Execute Campaign to Telesales: Campaign management in Oracle Marketing focuses on planning, coordinating, and executing multi-channel marketing campaigns via e-mail, direct mail, Websites, phone, and other indirect marketing media.

Responsibility: Marketing User

Navigation: Campaign Dashboard > Campaign > Create Activity

Enter the Details as Template, Channel, Name, Coordinator, Launch On and Objective.

Click on Apply button

The Conformation Details are as shown below:

Generate Target List: List management is the process of analyzing, generating, and managing a list of customers or prospects. By filtering the lists based on simple or complex criteria, marketers can generate target lists for specific marketing activities.Responsibility: Marketing UserNavigation: Campaign Dashboard > Campaign > Activity > Target Group

Click on Target Group tab.

On the Click of Target Group tab the following details are shown

Generate Lead for Telemarketing: Campaign management in Tele Marketing focuses on planning, coordinating, and executing marketing campaigns via Telephony.CRM_L3_Lead for Telemarketing Business Process Model

Event Registration: Marketers often participate in trade shows, conduct seminars, and create Web events to generate leads. These types of events are the key means for you to educate potential customers about a product or service and to build brand recognition. Responsibility: Oracle Marketing Super user.

Navigation: Marketing Online > Events

An event can be a seminar, a class, a product demonstration, or any other activity that is location specific. You can create an event as a stand-alone activity or as part of a campaign. Click on Create button.Responsibility: Oracle Marketing Super user.

Navigation: Marketing Online > Events > Create

Enter the Required details as Setup type, Name, Type, Start & End Dates and Country.

Click on Create button

The Event Details are as shown below:

Event Registration Process: Responsibility: Oracle Marketing Super user.

Navigation: Marketing Online > Events > Registrations

Capture and manage leads: Marketing provides the necessary functionality generate, and manage a list of customers and prospects through which leads are captured.Responsibility: Oracle Marketing Super User.

Navigation: Marketing Online > Administration > Leads

Fulfillment of Requests: Fulfillment is the process of compiling and distributing information to customers. Oracle One-to-One Fulfillment consists of an application programming interface (API) and a server. The Oracle One-to-One Fulfillment API is used by Oracle Marketing to initiate a request for fulfillment processing. It compiles and sends content, such as product literature, proposal templates, welcome letters, and other electronically stored documents to an output device. Output devices include e-mail, fax, and print servers.Responsibility: Oracle Marketing Super User

Navigation: Marketing Online > Administration > Marketing > Fulfillment Set up.

Click on create button

Responsibility: Oracle Marketing Super User

Navigation: Marketing Online > Administration > Marketing > Fulfillment Set up.

Bins

Create Campaigns

Click On Apply

Theme approval defined for the selected setup is picked

Click this to create Activities for this campaign

Change the status from Available to Active. Only then you can create activities for this campaign

When approvals are not required, you can directly activate the campaign schedule (this is controlled through the template setups)

Click this for creating a budget request

After creating budget request click here for budget approval

Select the budget that sources funds to this campaign

Budget approval rule defined for the setup is picked up. This is triggered only after the Line Budget Approval is done

Click here to preview the Line Budget Approval details

Click this to Add products

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