Fundamentals of Marketing Presentation Handout

11i Marketing Fundamentals
Student Guide
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Edition 2.0
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Copyright Oracle Corporation, 2003. All rights reserved.
This documentation contains proprietary information of Oracle Corporation. It is provided under a license agreement containing
restrictions on use and disclosure and is also protected by copyright law. Reverse engineering of the software is prohibited. If this
documentation is delivered to a U.S. Government Agency of the Department of Defense, then it is delivered with Restricted Rights
and the following legend is applicable:
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Use, duplication or disclosure by the Government is subject to restrictions for commercial computer software and shall be deemed
to be Restricted Rights software under Federal law, as set forth in subparagraph (c)(1)(ii) of DFARS 252.227-7013, Rights in
Technical Data and Computer Software (October 1988).
This material or any portion of it may not be copied in any form or by any means without the express prior written permission of the
Education Products group of Oracle Corporation. Any other copying is a violation of copyright law and may result in civil and/or
criminal penalties.
If this documentation is delivered to a U.S. Government Agency not within the Department of Defense, then it is delivered with
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The information in this document is subject to change without notice. If you find any problems in the documentation, please report
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All other products or company names are used for identification purposes only, and may be trademarks of their respective owners.
Author
Anuradha Pradhyumnan
Technical Contributors and Reviewers
Geeta Deodhar, Keshavan Subramanian, Vijay Hotanahalli, Azmat Tanauli, Ricky Phung,
Wendell Simmons
This book was published using: oracletutor

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Table of Contents
Course Introduction ........................................................................................................................................1-1

11i Marketing Fundamentals .........................................................................................................................1-2
Objectives ......................................................................................................................................................1-3
Course Description ........................................................................................................................................1-4
Course Organization - Part 1 .........................................................................................................................1-5
Summary........................................................................................................................................................1-9
Product Overview ............................................................................................................................................2-1
Objectives ......................................................................................................................................................2-3
Marketing Challenges....................................................................................................................................2-4
Marketing Goals ............................................................................................................................................2-5
Oracle Marketing Solution ............................................................................................................................2-6
Where it Fits in the E-Business Suite ............................................................................................................2-8
Business Benefits...........................................................................................................................................2-9
Features and Functions ..................................................................................................................................2-10
Integration Points...........................................................................................................................................2-14
Review Question ...........................................................................................................................................2-16
Review Question with Highlighted Answer ..................................................................................................2-17
Review Question ...........................................................................................................................................2-18
Review Question with Highlighted Answer ..................................................................................................2-19
Summary........................................................................................................................................................2-20
Marketing Programs .......................................................................................................................................3-1
Objectives ......................................................................................................................................................3-3
What are Marketing Programs? .....................................................................................................................3-4
Marketing Objects Hierarchy ........................................................................................................................3-5
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Functional Flow for a Marketing Activity.....................................................................................................3-6
Programs at Work..........................................................................................................................................3-7
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Programs Functionality..................................................................................................................................3-8
Practice - Creating a Program....................................................................................................................3-12
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Solution - Creating a Program ...................................................................................................................3-13
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Summary........................................................................................................................................................3-14
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Marketing Campaigns.....................................................................................................................................4-1
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Objectives ......................................................................................................................................................4-3
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What are Marketing Campaigns? ..................................................................................................................4-4
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Campaigns in the Objects Hierarchy .............................................................................................................4-5
Campaigns at Work .......................................................................................................................................4-6
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Campaign Process..........................................................................................................................................4-8
Creating a Campaign .....................................................................................................................................4-10
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Campaign Components..................................................................................................................................4-12
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Practice - Creating a Campaign and Associating it to a Program ..............................................................4-16
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Solution - Creating a Campaign and Associating it to a Program .............................................................4-17
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Campaign Approval Process..........................................................................................................................4-19
Summary........................................................................................................................................................4-21
Overview of Campaign Execution..................................................................................................................5-1
Objectives ......................................................................................................................................................5-3
11i Marketing Fundamentals Table of Contents

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Campaign Workbench ...................................................................................................................................5-4
Tools for Pre-Campaign Analysis .................................................................................................................5-6
Campaign Dashboard Elements.....................................................................................................................5-7
Practice - Personalizing Campaign Effectiveness Bin...............................................................................5-9
Solution Personalizing Campaign Effectiveness Bin..............................................................................5-10
Schedules Gantt Chart ...................................................................................................................................5-12
Practice - Viewing Gantt Charts ................................................................................................................5-14
Solution Viewing Gantt Charts...............................................................................................................5-15
Schedules List................................................................................................................................................5-16
Campaign Hierarchy View ............................................................................................................................5-17
Campaign Execution......................................................................................................................................5-18
Schedules in the Objects Hierarchy ...............................................................................................................5-19
Schedule Templates.......................................................................................................................................5-20
Campaign Schedule Purposes........................................................................................................................5-22
Campaign Schedule Channels .......................................................................................................................5-24
Schedule Creation and Planning....................................................................................................................5-25
Basic Schedule Creation................................................................................................................................5-26
Summary........................................................................................................................................................5-27
Executing a Sales Campaign...........................................................................................................................6-1
Objectives ......................................................................................................................................................6-3
Overview of Sales Campaigns.......................................................................................................................6-4
Roles and Responsibilities.............................................................................................................................6-5
Business Scenario and Solution.....................................................................................................................6-6
Sales Campaign Flow ....................................................................................................................................6-8
Steps to Complete the Flow...........................................................................................................................6-9
Creating a Sales Campaign Schedule ............................................................................................................6-10
Associating the Selling Product.....................................................................................................................6-11
Creating a Target Group ................................................................................................................................6-13
Creating Target Group...................................................................................................................................6-14
Associating Sales Kits ...................................................................................................................................6-16
Submitting Schedule for Approval ................................................................................................................6-17
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Access Requirements.....................................................................................................................................6-18
Sales Campaign Execution ............................................................................................................................6-20
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Schedule Operational Reports .......................................................................................................................6-21
Practice - Creating a Sales Campaign Schedule to Generate Leads ..........................................................6-22
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Solution Creating a Sales Campaign Schedule to Generate Leads .........................................................6-23
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Practice - Viewing Sales Schedule Specific Report...................................................................................6-25
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Solution Viewing Sales Schedule Specific Report .................................................................................6-26
Summary........................................................................................................................................................6-27
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Executing a Web Ad ........................................................................................................................................7-1
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Objectives ......................................................................................................................................................7-3
What is Web Marketing? ...............................................................................................................................7-4
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Web Marketing Roles....................................................................................................................................7-5
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Web Marketing Concepts ..............................................................................................................................7-6
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Web Campaign Process .................................................................................................................................7-10
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Web Placement ..............................................................................................................................................7-11
Setting Up Placements...................................................................................................................................7-13
Practice - Creating a Web Placement.........................................................................................................7-15
Solution Creating a Web Placement .......................................................................................................7-16
Web Ad Flow ................................................................................................................................................7-17

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Creating a Web Ad Schedule.........................................................................................................................7-19
Associating Products .....................................................................................................................................7-20
Associating Web Ad to Placement ................................................................................................................7-21
Web Schedule Reports...................................................................................................................................7-24
Practice - Creating a Web Advertisement Schedule ..................................................................................7-25
Solution Creating a Web Advertisement Schedule.................................................................................7-26
Practice - Viewing Reports for a Web Schedule........................................................................................7-28
Solution Viewing Reports for a Web Schedule ......................................................................................7-29
Summary........................................................................................................................................................7-30
Using Oracle Personalization..........................................................................................................................8-1
Objectives ......................................................................................................................................................8-3
Web Dynamic Recommendation Flow..........................................................................................................8-6
What is Personalization? ...............................................................................................................................8-7
Personalization Parameters............................................................................................................................8-9
Web Reports ..................................................................................................................................................8-12
Practice - Creating a Web Dynamic Recommendation Using Oracle Personalization ..............................8-13
Solution Creating a Web Dynamic Recommendation Using Oracle Personalization.............................8-14
Summary........................................................................................................................................................8-16
Executing an Email Campaign Schedule.......................................................................................................9-1
Objectives ......................................................................................................................................................9-3
Agenda...........................................................................................................................................................9-6
Setting Up Collateral Content........................................................................................................................9-8
Fulfillment Queries........................................................................................................................................9-9
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How Fulfillment Queries are Used ................................................................................................................9-10
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Setting Up Content Types..............................................................................................................................9-11
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Cover Letters .................................................................................................................................................9-13
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Practice - Creating a Content Type and Cover Letter ................................................................................9-14
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Solution Creating a Content Type and Cover Letter...............................................................................9-15
Agenda...........................................................................................................................................................9-17
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Marketing Scripting Integration .................................................................................................................9-18
Guided Demonstration - Viewing an Existing Survey Script ....................................................................9-21
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Agenda...........................................................................................................................................................9-22
E-mail to Survey Flow...................................................................................................................................9-23
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Creating an E-mail Schedule .........................................................................................................................9-25
Setting Repeating Options .............................................................................................................................9-26
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Associating Products .....................................................................................................................................9-27
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Associating Collateral....................................................................................................................................9-29
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Specifying CTD for the Survey .....................................................................................................................9-30
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E-mail and Survey Reports............................................................................................................................9-32
Practice - Creating a Repeating E-mail Schedule ......................................................................................9-33
Solution Creating a Repeating E-mail Schedule.....................................................................................9-34
Practice - Viewing E-mail Schedule Specific Report ................................................................................9-38
Solution Viewing E-mail Schedule Specific Report...............................................................................9-39
Summary........................................................................................................................................................9-40

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Executing a Follow Up Print Campaign Schedule........................................................................................10-1
Objectives ......................................................................................................................................................10-3
Agenda...........................................................................................................................................................10-6
Marketing Fulfillment Integration ..............................................................................................................10-8
Agenda...........................................................................................................................................................10-11
What are Fatigue Rules?................................................................................................................................10-12
Applying Fatigue Rules .................................................................................................................................10-14
Fatigue Rules Execution................................................................................................................................10-16
Practice - Defining Fatigue Rules and Verifying Usage............................................................................10-17
Solution Defining Fatigue Rules and Verifying Usage...........................................................................10-18
Agenda...........................................................................................................................................................10-19
Follow Up Print Mail Flow............................................................................................................................10-20
Creating a Direct Mail Print Schedule...........................................................................................................10-21
Creating a Target Group ................................................................................................................................10-22
Previewing Fatigue ........................................................................................................................................10-23
Associating Collateral....................................................................................................................................10-24
Setting Up Printing ........................................................................................................................................10-25
Practice - Creating a Direct Mail Print Campaign Schedule......................................................................10-27
Solution Creating a Direct Mail Print Campaign Schedule ....................................................................10-28
Summary........................................................................................................................................................10-31
Executing a Telemarketing Campaign Schedule ..........................................................................................11-1
Objectives ......................................................................................................................................................11-3
Telemarketing Schedule Flow .......................................................................................................................11-5
Agenda...........................................................................................................................................................11-7
What is Predictive Analytics?........................................................................................................................11-9
The Generic Data Mining Process .................................................................................................................11-10
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Data Mining Models......................................................................................................................................11-12
Building a Model ...........................................................................................................................................11-14
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Evaluating Model Results..............................................................................................................................11-16
Scoring a Target Population ..........................................................................................................................11-18
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Optimal Targeting Analysis...........................................................................................................................11-19
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Process Flow for Product Affinity Model......................................................................................................11-20
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Agenda...........................................................................................................................................................11-22
Creating a Telemarketing Schedule...............................................................................................................11-23
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Agenda...........................................................................................................................................................11-24
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Defining Tracking Metrics ............................................................................................................................11-25
Metric Calculation Types ..............................................................................................................................11-28
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Metrics Hierarchy An Example ..................................................................................................................11-30
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Associating Metrics to a Schedule.................................................................................................................11-31
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Practice - Creating a Telemarketing Schedule Based on Propensity to Purchase with Optimal Targeting
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Solution Creating a Telemarketing Schedule Based on Propensity to Purchase with Optimal Targeting
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Agenda...........................................................................................................................................................11-40
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Executing the Telemarketing Schedule .........................................................................................................11-41
Practice - Assigning Campaign Lists to Telemarketing Agents ................................................................11-42
Solution Assigning Campaign Lists to Telemarketing Agents ...............................................................11-43
Marketing Performance Analysis ..................................................................................................................11-44
Practice - Viewing Telemarketing Schedule Reports ................................................................................11-45

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Solution Viewing Telemarketing Schedule Reports ...............................................................................11-46
Summary........................................................................................................................................................11-47
Planning and Executing Marketing Events...................................................................................................12-1
Objectives ......................................................................................................................................................12-3
What are Events? ...........................................................................................................................................12-6
Events in the Objects Hierarchy ....................................................................................................................12-7
The Events Process Flow...............................................................................................................................12-8
Planning an Event..........................................................................................................................................12-9
Executing an Event........................................................................................................................................12-12
Tracking an Event..........................................................................................................................................12-17
Practice - Planning and Executing an Event ..............................................................................................12-18
Solution - Planning and Executing an Event .............................................................................................12-19
Following Up an Event..................................................................................................................................12-22
Summary........................................................................................................................................................12-23
Implementing Prerequisite Components .......................................................................................................13-1
Objectives ......................................................................................................................................................13-3
Introduction ...................................................................................................................................................13-4
Mandatory Dependencies ..............................................................................................................................13-6
CRM Application Foundation .......................................................................................................................13-8
Territory Manager..........................................................................................................................................13-11
One-to-One Fulfillment .................................................................................................................................13-12
Applications Object Library ..........................................................................................................................13-13
General Ledger (GL) .....................................................................................................................................13-14
Setting Up the Marketing Calendar ...............................................................................................................13-15
Practice - Setting Up the Marketing Calendar ...........................................................................................13-16
Solution Setting Up the Marketing Calendar..........................................................................................13-17
Human Resources (HRMS) ...........................................................................................................................13-19
Creating the Implementation User.................................................................................................................13-21
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Oracle Inventory ............................................................................................................................................13-22
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Product Lifecycle Management (PLM) .........................................................................................................13-23
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Oracle Receivables ........................................................................................................................................13-24
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Conditional Dependencies .............................................................................................................................13-25
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Optional Integrations .....................................................................................................................................13-26
Summary........................................................................................................................................................13-27
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Implementing Common Marketing Components .........................................................................................14-1
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Objectives ......................................................................................................................................................14-3
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Introduction ...................................................................................................................................................14-4
Marketing Medium ........................................................................................................................................14-6
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Metrics...........................................................................................................................................................14-7
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Metric Display Types and Currency Values..................................................................................................14-8
Metric Categories ..........................................................................................................................................14-9
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Metric Definition ...........................................................................................................................................14-11
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Practice - Creating a Metric and Building a Metric Hierarchy ..................................................................14-13
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Solution - Creating a Metric and Building a Metric Hierarchy..................................................................14-16
Metric Templates...........................................................................................................................................14-22
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Approval Rules ..............................................................................................................................................14-23
Setting Up Approvals ....................................................................................................................................14-25
Locking Rule .................................................................................................................................................14-27
Mandatory Rule .............................................................................................................................................14-28
Practice - Setting Purpose as a Mandatory Field for Campaigns...............................................................14-29

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Solution Setting Purpose as a Mandatory Field for Campaigns .............................................................14-30
Categories ......................................................................................................................................................14-31
User Statuses .................................................................................................................................................14-33
Analytics........................................................................................................................................................14-34
Practice - Creating a User-Defined Data Source and Target .....................................................................14-35
Solution - Creating a User-Defined Data Source and Target.....................................................................14-37
Implementing Web Marketing.......................................................................................................................14-40
Defining Third-Party Web Storefronts ..........................................................................................................14-41
Setting Up the Geography .............................................................................................................................14-42
Summary........................................................................................................................................................14-43
Administering and Managing Audience ........................................................................................................15-1
Objectives ......................................................................................................................................................15-3
What is an Audience? ....................................................................................................................................15-4
Audience Users..............................................................................................................................................15-5
The Audience Workbench .............................................................................................................................15-6
The Audience Dashboard ..............................................................................................................................15-7
Creating a List ...............................................................................................................................................15-9
Sample NLQB Query ....................................................................................................................................15-11
List Options ...................................................................................................................................................15-12
Generating Lists.............................................................................................................................................15-13
Practice - Creating a List Using a Query Template ...................................................................................15-16
Solution - Creating a List Using a Query Template...................................................................................15-17
Managing Lists ..............................................................................................................................................15-19
Practice - Splitting a List ...........................................................................................................................15-21
Solution - Splitting a List...........................................................................................................................15-22
Audience Administration...............................................................................................................................15-23
Data Sources..................................................................................................................................................15-24
Practice - Creating Related Data Sources ..................................................................................................15-26
Solution - Creating Related Data Sources .................................................................................................15-27
List Templates ...............................................................................................................................................15-29
Practice - Creating a Query Template........................................................................................................15-30
Solution - Creating a Query Template .......................................................................................................15-31
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Deduplication Rules ......................................................................................................................................15-33
Suppression Lists...........................................................................................................................................15-34
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Practice - Creating a Suppression List .......................................................................................................15-35
Solution - Creating a Suppression List ......................................................................................................15-36
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Fatigue Rules .................................................................................................................................................15-37
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List Imports ...................................................................................................................................................15-38
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List Import Wizard Steps...............................................................................................................................15-39
Practice - Importing a List .........................................................................................................................15-40
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Solution Importing a List........................................................................................................................15-41
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Summary........................................................................................................................................................15-43
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Setting Up Products.........................................................................................................................................16-1
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Objectives ......................................................................................................................................................16-3
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Products Overview ........................................................................................................................................16-4
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PLM's Single Product Catalog.......................................................................................................................16-6
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Process for Setting Up the Catalog ................................................................................................................16-7
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Product Templates .........................................................................................................................................16-9
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Practice - Creating and Setting Up a Product Template ............................................................................16-10
Solution Creating and Setting Up a Product Template ...........................................................................16-11
Product Management Tasks in Marketing .....................................................................................................16-12
Practice - Setting Up Related Products......................................................................................................16-17
Solution - Setting Up Related Products .....................................................................................................16-18
Summary........................................................................................................................................................16-20

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Implementing and Using Home Page Bins, Reports, and Charts................................................................17-1
Objectives ......................................................................................................................................................17-3
Marketing Business Intelligence....................................................................................................................17-4
Marketing Intelligence Security ....................................................................................................................17-7
Home Page Bins, Reports, and Charts...........................................................................................................17-8
Practice - Viewing Event Effectiveness Reports on the Oracle Marketing Home Page ............................17-9
Solution Viewing Event Effectiveness Reports on the Oracle Marketing Home Page...........................17-10
Implementation Steps ....................................................................................................................................17-11
Step 1: Setting System Profiles......................................................................................................................17-12
Practice - Verifying Home Page Profiles...................................................................................................17-13
Solution Verifying Home Page Profiles .................................................................................................17-14
Step 2: Defining Marketing Calendar Periods ...............................................................................................17-15
Step 3: Verifying/Creating Lookups..............................................................................................................17-16
Step 4: Associating Home Page Components................................................................................................17-17
Step 5: Defining Exchange Rates ..................................................................................................................17-18
Step 6: Loading Marketing Facts for a First Time Build...............................................................................17-19
Step 7: Creating Initial Build of Materialized Views ....................................................................................17-20
Step 8: Refreshing Materialized Views .........................................................................................................17-21
Step 9: Loading Marketing Facts from a Previous Refresh Date...................................................................17-22
Step 10: Refreshing Materialized Views for Daily Refresh ..........................................................................17-23
Summary........................................................................................................................................................17-24
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Preface
Profile
Before You Begin This Course
Before you begin this course, you should have the following qualifications:
Thorough knowledge of your company's business processes.
Working experience with Oracle Applications.
Prerequisites
Oracle eBusiness Fundamentals
How This Course Is Organized
11i Marketing Fundamentals is an instructor-led course featuring lecture and hands-on exercises.
Online demonstrations and written practice sessions reinforce the concepts and skills introduced.
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Related Publications
Oracle Publications
Title Part Number
Oracle Marketing Implementation and Administration Guide B13545-01
Oracle Marketing User Guide B13540-01
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Typographic Conventions
Typographic Conventions in Text
Convention Element Example
Bold italic Glossary term (if The algorithm inserts the new key.
there is a glossary)
Caps and Buttons, Click the Executable button.
lowercase check boxes, Select the Cant Delete Card check box.
triggers, Assign a When-Validate-Item trigger to the ORD block.
windows Open the Master Schedule window.
Courier new, Code output, Code output: debug.set (I, 300);
case sensitive directory names, Directory: bin (DOS), $FMHOME (UNIX)
(default is filenames, Filename: Locate the init.ora file.
lowercase) passwords, Password: User tiger as your password.
pathnames, Pathname: Open c:\my_docs\projects
URLs, URL: Go to http://www.oracle.com
user input,
User input: Enter 300
usernames
Username: Log on as scott
Initial cap Graphics labels Customer address (but Oracle Payables)
(unless the term is a
proper noun)
Italic Emphasized words Do not save changes to the database.
and phrases, For further information, see Oracle7 Server SQL Language
titles of books and Reference Manual.
courses, Enter user_id@us.oracle.com, where user_id is the
variables name of the user.
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Quotation Interface elements Select Include a reusable module component and click Finish.
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marks with long names
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that have only This subject is covered in Unit II, Lesson 3, Working with
initial caps;
lesson and chapter
Objects.
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titles in cross-
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Uppercase
references
SQL column
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Use the SELECT command to view information stored in the
names, commands,
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functions, schemas,
LAST_NAME
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column of the EMP table.
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table names
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Arrow Menu paths Select File > Save.
Brackets
Commas
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Key names
Key sequences
Press [Enter].
Press and release keys one at a time:
cle [Alternate], [F], [D]

Plus signs
ra Key combinations Press and hold these keys simultaneously: [Ctrl]+[Alt]+[Del]

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Typographic Conventions in Code
Convention Element Example
Caps and Oracle Forms When-Validate-Item
lowercase triggers
Lowercase Column names, SELECT last_name
table names FROM s_emp;
Passwords DROP USER scott

IDENTIFIED BY tiger;
PL/SQL objects OG_ACTIVATE_LAYER
(OG_GET_LAYER (prod_pie_layer))
Lowercase Syntax variables CREATE ROLE role

italic
Uppercase SQL commands and SELECT userid
functions FROM emp;
Typographic Conventions in Oracle Application Navigation Paths

This course uses simplified navigation paths, such as the following example, to direct you
through Oracle Applications.
(N) Invoice > Entry > Invoice Batches Summary (M) Query > Find (B) Approve
This simplified path translates to the following:
1. (N) From the Navigator window, select Invoice then Entry then Invoice Batches
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Summary.
2. (M) From the menu, select Query then Find.

On
3. (B) Click the Approve button.
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Notations:
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(N) = Navigator
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(M) = Menu
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(T) = Tab
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(B) = Button
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(I) = Icon
(H) = Hyperlink
(ST) = Sub Tab

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Typographical Conventions in Oracle Application Help System Paths
This course uses a navigation path convention to represent actions you perform to find
pertinent information in the Oracle Applications Help System.
The following help navigation path, for example
(Help) General Ledger > Journals > Enter Journals
represents the following sequence of actions:
1. In the navigation frame of the help system window, expand the General Ledger entry.
2. Under the General Ledger entry, expand Journals.
3. Under Journals, select Enter Journals.
4. Review the Enter Journals topic that appears in the document frame of the help system
window.
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Course Introduction
Chapter 1
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Course Introduction
Chapter 1 - Page 1
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Course Introduction
Chapter 1 - Page 2
Objectives
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Course Introduction
Chapter 1 - Page 3
Course Description
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Course Description
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This course is aimed largely at business users and administrators. Implementation issues
discussed will help users better understand the different functionality provided in Oracle
Marketing.
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Course Introduction
Chapter 1 - Page 4
Course Organization - Part 1
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Marketing.
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Campaign execution discussions leverage the Campaign Workbench functionality of Oracle
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Course Introduction
Chapter 1 - Page 5
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The business user flows discussed include:
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Sales channel flow
Web Ad
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Web Dynamic Recommendation
Email survey
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Follow up Print Direct Mail campaign
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Telemarketing flow
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Events flow
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Course Introduction
Chapter 1 - Page 6
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Prerequisite setups that are discussed include:
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Mandatory dependencies
Conditional dependencies
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Optional integrations
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Common objects that are discussed include:
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The following setup groups of the Administration tab
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- General
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- Setup
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- Analytics
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- Geography
Setting Up Products
Setting Up Audiences from the Audience Workbench
Course Introduction
Chapter 1 - Page 7
Setting Up the Oracle Marketing Home Page bins, reports, and charts
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Course Introduction
Chapter 1 - Page 8
Summary
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Course Introduction
Chapter 1 - Page 9
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Course Introduction
Chapter 1 - Page 10
Product Overview
Chapter 2
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Product Overview
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Product Overview
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Objectives
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Objectives
Identify marketing challenges
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Define marketing goals
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Explain the Oracle Marketing solution
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Describe how Oracle Marketing fits in the E-Business Suite
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List the benefits of using Oracle Marketing
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Describe the main features and functions of Oracle Marketing
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Identify the integration points for Oracle Marketing
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Product Overview
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Marketing Challenges
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Marketing Challenges
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Marketing organizations face many challenges in todays competitive global economy.
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To succeed in this challenging environment, marketers need the following:
Centralized, robust customer knowledge and insight
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To align their efforts with the rest of the enterprise, and especially with the sales
organization
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Operate efficiently based on proven, repeatable best practices
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Measure marketings impact on company revenues and act intelligently to improve
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effectiveness
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Product Overview
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Marketing Goals
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Oracle Marketing Solution
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Oracle Marketing Solution
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Oracle Marketing is an enterprise marketing tool and integrates with sales, finance, and the rest
of an organization to enable enterprise marketing planning, execution, and analysis.
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Its workflow-based end-to-end process automation helps an enterprise:
Analyze
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Sales resultsna
Marketing performance
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Customer patterns
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Create Plans
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Campaigns and events
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Budgeting
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Products
Pricing and offers
Manage marketing resources efficiently
Product Overview
Chapter 2 - Page 6
Target Customers
Segmentation
Modeling and scoring
List generation
Implement
Multi-channel execution
Response management
Leads management
Monitor Success
Response rates
Campaign spend
Revenue
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Where it Fits in the E-Business Suite
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Where it Fits in the E-Business Suite
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Oracle Marketing is a product in the Oracle E-Business Suite.
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The Single Customer Data Model architecture used in Oracle CRM provides a unified source
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of information, thus making it easy to retrieve complete and accurate information in real time.
It also makes it easy to integrate an organizations business processes.
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Product Overview
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Business Benefits
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Business Benefits
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Oracle Marketing provides the tools necessary to automate the planning, budgeting, execution,
and tracking of marketing initiatives. By automating these processes an organizations
marketing strategy is cost effective and intelligent.
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Because Oracle Marketing is part of the E-Business suite, other products and applications can
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be implemented and easily leveraged to provide the right solutions for the business
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requirements of an organization.
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Features and Functions
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Campaign planning and execution
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Intuitive interfaces help quick campaign definition
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Sophisticated performance metrics help evaluate campaign effectiveness
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Campaign execution across multiple channels
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Segmentation and List Management
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The new Audience Workbench provides sophisticated segmentation strategies and
powerful, yet easy to use, list management functions
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Intuitive natural language query methodology to generate campaign specific target lists
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from multiple data sources
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External customer and prospects lists can be imported and refined with user-defined rules
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Predictive Modeling and Scoring
Seamless integration with Oracle Data Mining provides a closed-loop process for
predicting customer behavior
Enables intelligent and optimal targeting of the right customers or prospects
Product Overview
Chapter 2 - Page 10
Increase target quality with experience
Web Marketing
Deploy Web campaigns for marketing promotions
Identify the right campaigns and offers for each customer
Select display content based on customer profile, purchase history, or shopping context
Budget and Cost Management
Create budgets and budget hierarchies
Transfer budget amounts between campaigns for efficient budget management
Track budget allocations using checkbooks
Promotion Management
Create discounts and offers that can be fulfilled across different channels
Reduce liability by using unique coupon codes and setting limits to offer usages for a
budget
Product and Pricing Management
Define products, product bundles, and product relationships
Integrate with Oracle Product Life Cycle Management to leverage its product cataloging
and management system
Create price lists that become available across the E-Business Suite
Associate products to pricelists
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Deliverable and Message Management
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Integrates with Oracle Content Manager to provide a complete solution for creating and
maintaining marketing deliverables and collateral
Ensure consistent messages across multiple channels
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Event Logistics Management
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Define event registration rules
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Web registrations enabled through integration with Oracle Scripting
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Automatic e-mail notification to event registrants
Response Management
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Initiate and manage customer responses by creating click-through destinations
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Use Web scripts to establish personalized interactions with customers
Analysis and Reporting
Product Overview
Chapter 2 - Page 12
Oracle E-Business Intelligence (DBI) and Oracle Marketings Home page reports and
charts leverage data from across the E-business suite to enable analysis of marketing
activities
Evaluate list effectiveness and analyze list metric trends from the Audience Dashboard
Evaluate campaign effectiveness and analyze campaign metric trends from the Campaign
Dashboard
Analyze marketing performance for different channels using the schedule operational
reports
Leads Management
Provide a flexible, rule-based process for cleansing, deduping, and rating leads
Support ability to sift through large volumes of interactions that marketing activities
generate, and prioritize them for sales follow up
Marketing to Partners
Enable routing leads to indirect marketing channels and partner marketing initiatives
Provide product offers and promotions to channel partners and partner groups
Robust Security
Restrict access to one or more marketing initiatives to team members by using the
Confidential flag
Provide limited read access to initiatives and enable roll up access to programs by making
the initiatives non-confidential
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Product Overview
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Integration Points
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Integration Points
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eBusiness Suite. These integrations include:
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Oracle Marketing integrates with a number of other modules and applications within the
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Content Manager for centralized marketing collateral management
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Proposals for sales proposals used for marketing campaigns
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Scripting and iSurvey for interactive marketing and response management
Sales and TeleSales for aligning marketing and direct sales leads generated by
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marketing activities become available for sales and telesales follow up sales managers
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can also generate and track leads via sales campaigns
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One-to-One Fulfillment for e-mail, fax, and print campaign execution
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Product Life Cycle Management (PLM) for centralized product management
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Advanced Outbound for telephony integration
iStore for Web marketing
Partner Management for routing leads to indirect marketing channels and partner
marketing initiatives
Product Overview
Chapter 2 - Page 14
Discoverer for customer segmentation and list selection
Quoting, Order Management, and Financials for quote tracking, order tracking, and
managing budgets
Data Mining and Personalization (OP) for batch and real-time predictive analytics
General Ledger for calendar, set of books, and account code information
Inventory provides inventory information to product, event and deliverables modules
Interaction History collects interaction information sent to it by other applications
within the CRM suite
Territory Manager allows for the distribution of budget funds over a group of territories
Human Resources provides employee information through CRM's Resource Manager
Advanced Pricing provides pricing information to product and offer modules. This
integration is through the Offers functionality in Oracle Trade Management
Trade Management provides the budgets functionality for funding marketing activities
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Product Overview
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Review Question
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Product Overview
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Review Question with Highlighted Answer
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Product Overview
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Review Question
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Product Overview
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Review Question with Highlighted Answer
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Product Overview
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Summary
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Product Overview
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Marketing Programs
Chapter 3
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Marketing Programs
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Marketing Programs
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Objectives
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Objectives
Define the functional flow for a Marketing activity
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Describe the Marketing Programs functionality
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Explain the Marketing objects hierarchy
Create programs
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Marketing Programs
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What are Marketing Programs?
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What are Marketing Programs?
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A Program is a planning object and enables managers to set the direction for large marketing
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promotions. Usually, the set of objects belonging to a program will have a common goal or
are typical examples of business objectives for a program.

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theme that qualify them to belong to the program. New product launch or customer acquisition
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Programs enable marketers to centrally plan, manage, and track the usage, status, costs,
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revenues, and metrics for a group of campaigns and events. Costs, revenues, and other metrics
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from associated campaigns, events, and their schedules are rolled up in the Program hierarchy
and are available as reports for analysis purposes.
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Marketing Programs
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Marketing Objects Hierarchy
Marketing Objects Hierarchy

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Each program can have multiple levels of program children
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Each program can have one level of one or more campaign and/or event children,
including events with schedules and one-off events
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Each campaign or event can have one level of schedules for execution

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Each level rolls upward through the marketing hierarchy
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Marketing Programs
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Functional Flow for a Marketing Activity
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Functional Flow
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The high-level flow of Marketing tasks:
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Create a Program to align with the marketing goals of your organization. This is an
optional step.
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Create a Campaign and associate it with a program. Associating a campaign with a
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program is optional, and will be needed if a program is planned for a large marketing
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initiative and will have a number of marketing activities associated with it.
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Create Campaign Schedules and associate them with appropriate campaigns
The steps to be performed for each of these tasks and the business objectives that drive these
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Marketing objects will be discussed in detail as we move along in this course.
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Marketing Programs
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Programs at Work
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Programs at Work
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through various marketing channels.
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For the Program, Vision Enterprises is creating a campaign to promote the new laser printers
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Vision is also creating an event for the new launch with a series of seminars as its main
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marketing interaction medium. It plans to send out e-mail invitations to its invite list of
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customers.
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All activities mentioned above are tracked as a single program. So, in addition to tracking
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individual campaign and event metrics, Vision can track the total launch effort, results, and
success of the promotional activities for the new printers.
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Marketing Programs
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Programs Functionality
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Program Functionality
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Functions available from the Summary Page are:
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Personalize the program summary to show the columns most relevant to each user,
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including Name, Parent, Status, Owner, Available Dates, Purpose, Country, and Currency

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Create Saved Searches using program attributes as search criteria

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View program hierarchy by clicking the View Hierarchy icon for a given program. This
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can include one or more additional levels of programs, or a level of campaigns or event
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View program details by clicking a program name hyperlink
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Create a program
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Marketing Programs
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Creating a Program
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(N) Campaigns > Program > (B) Create or
(N) Events > Program > (B) Create
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Select a business unit and purpose
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Associate it with a parent program, if necessary
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Define its purpose and owner
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Specify start and end periods. This is the duration for which the program is active. This
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enables you to plan for quarters or periods rather than dates. Start and end periods are
defined in Oracle General Ledger. If periods are used, the start date and end date must
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fall within the period time range
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Specify start and end dates to indicate the time range when the program can be active.
Child objects to this program must have start and end dates within this range
Mark it as a global campaign
Marketing Programs
Chapter 3 - Page 9
Restrict access to it by marking it as confidential. All associated objects will inherit this
security
Specify currency to determine the cost currency attached to this program
Adding Components to a Program
The Components screen for each program displays all the associated children of the
program, including other programs. You can add one or more campaigns and events,
including events, one-off events, and event promotions, to each program. You can also
add additional child programs from this screen to create a true folder hierarchy for the
management of all marketing activities.
To add a child to the program, select the type of child from the Type drop menu, and use
the Name LOV to select the campaign, event, or program.
Note that the start date and end date of the child components must lie between the start
date and end date of the main Program. When a child component is added, the object
type and name, country, source code, start date, and end date are displayed for planning.
You can directly update the status of the child components from this screen. Changing
the Status from this screen automatically changes the status of the component itself. This
enables you to manage the activation of all children from the program itself. All the costs
and metrics for the components added to this table will roll up to the Costs and Metrics of
the program.
Adding Tracking Metrics
Use the Costs and Revenues and the Metrics screens to track the metrics summary hierarchy
for the program component objects.
During setup, each metric for a campaign or event can be defined to roll up to a programs
metrics. The Costs and Metrics screens show all those rollup metrics for the child campaigns
and events. (For example, campaign schedule direct and indirect costs roll up to campaign
direct and indirect costs, and campaign direct and indirect costs roll up to program direct and
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indirect costs).
The options for viewing include:
On
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Rollup Only view metrics rolled up from the lower level objects in the hierarchy. You
cannot input data in this view
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the metric for each aggregate value in the hierarchy
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Detail view the full hierarchy of the metrics. Expand each node to display the details of
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Input Only view metrics that have been entered manually. You can add new metrics
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and enter forecast and actual values
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Function Only view metrics based on PL/SQL procedures and functions. You can enter
or modify forecast values
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Formula Only view metrics based on the Formula calculation type. You can add new
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Formula metrics and enter forecast and actual values
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See Lessons Executing a Telemarketing Campaign Schedule and Implementing Common
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Marketing Components for more information on Metrics
Activating a Program
A new program is in the Draft status, denoting that the program is in progress. After a
program definition is complete, you can set its status to Active. Only after a program has
been activated, can its component campaigns and events be activated.
Marketing Programs
Chapter 3 - Page 10
Active programs can be placed On Hold (to pause), or set to Cancelled or Completed. A
Completed program can be Archived when no longer needed. An archived program is no
longer accessible and cannot be used.
Note the following rules for working with program status:
A program must be New or Active to support new children
A program must be active before any of its child objects can be made active
A program cannot be cancelled until all the children are cancelled
A program is automatically completed when all the children are completed
A program cannot be archived until all the children are archived
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Marketing Programs
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Practice - Creating a Program
Overview
In this practice, you will learn how to create a Marketing Program.
Assumptions
If the practice requests an XX, use your initials.
Tasks
Creating a Program
Programs are planning objects for marketing activities. Metrics from associated campaigns,
events, or even other child programs roll up to a program for reporting and analysis. Create a
program for the launch of laser printers.
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Marketing Programs
Chapter 3 - Page 12
Solution - Creating a Program
Creating a Program
1. Log into Oracle Marketing with the Oracle Marketing Super User responsibility.
2. Navigate to the Create Program page.
(N) Campaign > (T) Programs > (B) Create.
3. Enter the following data:
Field Name Value

Name XX Laser Launch Program 05
Short Name XX_LP_05
Owner Retain the default value
Start Date Todays date
End Date A year from today
Currency US Dollar
Country United States
4. Click (B) Create. The Status field defaults to Draft.
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Once related campaigns and events are created, you can associate them with the program using
child objects.
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the Components side navigation link, and view any rollup costs and metrics defined for these
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Optionally, you can associate a campaign to a program by selecting the program from the
Campaign Details page.
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Marketing Programs
Chapter 3 - Page 13
Summary
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Marketing Programs
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Marketing Campaigns
Chapter 4
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Marketing Campaigns
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Marketing Campaigns
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Objectives
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Objectives
Define Marketing Campaigns
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Describe the Campaign execution process
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Describe Campaign approval
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Identify the components that can be associated with a campaign
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Create a campaign
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Marketing Campaigns
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What are Marketing Campaigns?
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What are Marketing Campaigns?
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A Campaign in Oracle Marketing is a collection of marketing activities designed to support a
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goal. Like a Program, it is a planning object and is a vehicle for putting information about an
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organizations products, services, offers, and messages to existing and potential customers.
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A campaign may have multiple marketing schedules executed through different channels.
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Schedules will be discussed in subsequent lessons of this course.
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Marketing Campaigns
Chapter 4 - Page 4
Campaigns in the Objects Hierarchy
Campaigns in the Objects Hierarchy

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Campaigns are often hierarchical structures, and can be divided by geography, by product, or
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by marketing channel.
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Associating campaigns to a program is optional and may be driven by your business
requirements.
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Marketing Campaigns
Chapter 4 - Page 5
Campaigns at Work
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Marketing Campaigns
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Campaigns at Work
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Marketing Campaigns
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Campaign Process
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Campaign Definition Process
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Campaigns are constructed using a wide variety of marketing objects. The basic components of
campaigns are its theme, funding (budgets), execution (schedules), target audience (lists and
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marketing mediums), cost (costs), and effectiveness measuring devices (metrics).
The logical process flow for a campaign
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Planning a Campaign, which includes:
- Creating the campaign
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- Defining the geography
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- Associating products, offers, and deliverables
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- Determining the budget
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- Obtaining theme and budget approvals
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Executing a campaign, which includes:
Marketing Campaigns
Chapter 4 - Page 8
- Creating a campaign schedule - selecting channels and setting dates, creating a
target list, associating triggers or setting repeating options, arranging collateral and
collaboration content, and obtaining approval
- Executing a campaign schedule
Tracking a campaign, which includes:
- Analyzing rolled up costs, revenues, and other metric details
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Marketing Campaigns
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Creating a Campaign
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Creating a Campaign
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Some of the attributes that you can set for a campaign include:
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Classify it on the basis of a business unit. This is particularly useful for tracking
marketing activities in a multi-unit organization.
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Classify it to the basis of an objective to enable focused marketing. For example, you can
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create a campaign with improving brand awareness as its objective.
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Indicate it is for global execution. The global source code can be used for reporting
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purposes.

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Set the Confidential flag to restrict access to it. When the flag is set, only the campaign
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owner, the administrator, and team members can access it. When the flag is not set, non-
team members have a limited read access to it. The campaign schedules associated to a

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campaign inherit the campaigns security parameters.
Set it to be a template. You can then use this campaign as a template to easily create other
campaigns. Such a campaign cannot be active.
Marketing Campaigns
Chapter 4 - Page 10
Version it for easy tracking. Only one version of a campaign can be active at a time.
Optionally, associate it to a program (an umbrella object) so that costs, revenues, and
other metric details can roll up to allow effective business tracking.
Set a priority for it. Priority is used to define approval rules for the campaign. Based on
the priority, approvals are routed to appropriate approvers. The priority may appear on
Workflow notifications to approvers to convey any urgency for approvals.
Select the currency to be used as the default currency for monetary aspects of the
Campaign.
Change owner if necessary. It defaults to the creator of the campaign.
Select the country. It defaults to the user profile setting.
Select a language for the Campaign. It defaults to the set user preference.
Enter a useful description.
Creating a Campaign
Oracle Marketing Super User responsibility
(N) Campaign > Campaigns > (B) Create
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Marketing Campaigns
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Campaign Components
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Campaign Components
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Identifying Geographies
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Specify the geographic location where the campaign will be executed.
Associating Products
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Associating a product to a campaign is useful for reporting and analysis purposes.
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Associating Costs, Revenues, and Metrics for Tracking
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Costs and Revenues help in calculating the return on investment (ROI). You can track
forecasted and actual values for each Cost or Revenue metric associated with a campaign.
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Apart from costs and revenues, relevant seeded metrics are automatically available for tracking
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a campaign, such as for tracking responses to various campaign schedules. Additionally, you
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may need to associate metrics that are specific for a campaign.
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Use the Costs and Revenues and the Metrics screens to track the metrics summary hierarchy
for the campaign component schedules.
During setup, each metric for a campaign schedule can be defined to roll up to a campaigns
metrics. The Costs and Revenues and Metrics screens show all those rollup metrics for the
Marketing Campaigns
Chapter 4 - Page 12
associated campaign schedules. For example, campaign schedule direct and indirect costs roll
up to campaign direct and indirect costs.
You can perform the following tasks for campaign costs and revenues or other metrics:
Associate metrics to a campaign
View campaign metrics. The options for viewing metrics include:
- Rollup Only view metrics rolled up from the lower level objects in the hierarchy.
You cannot input data in this view
- Detail view the full hierarchy of the metrics. Expand each node to display the
details of the metric for each aggregate value in the hierarchy
- Input Only view metrics that have been entered manually. You can add new
metrics and enter forecast and actual values
- Function Only view metrics based on PL/SQL procedures and functions. You can
enter or modify forecast values
- Formula Only view metrics based on the Formula calculation type. You can add
new Formula metrics and enter forecast and actual values
View campaign metrics charts
View campaign metrics history
See Lessons Executing a Telemarketing Campaign Schedule and Implementing Common
Marketing Components for more information on Metrics.
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Marketing Campaigns
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Campaign Components
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Campaign Components
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Associating Deliverables
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Deliverables are marketing collateral that you can distribute to customers across multiple
channels. A deliverable in Oracle Marketing is a physical or electronic collateral, which you
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can associate with a campaign or an event. Examples can include a brochure for an event, a
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promotional campaign advertisement, a data sheet for a product launch campaign, or special
offers for promoting brand loyalty.
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The content associated to electronic deliverables is stored in Oracle Content Manager (OCM).
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The OCM content is available to be used in marketing cover letters.
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Sourcing Budgets for a Campaign
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To source funds for a campaign, you can associate a campaign to a budget. Using this
information, the initial estimate can be communicated to the approvers during the approval
process. You must have access to the budget that you want to associate to the campaign.
Associating Triggers
Marketing Campaigns
Chapter 4 - Page 14
You can use triggers to activate associated campaign schedules when a specified threshold or
criteria is reached. You can also choose to send notification to a specific resource when a
trigger action executes.
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Marketing Campaigns
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Practice - Creating a Campaign and Associating it to a Program
Overview
As part of a program to promote its new range of laser printers, Vision Enterprises plans to run a
campaign for the Western Region. As the marketing manager, you must create the campaign and
make an initial budget request of $10,000 for it.
Assumptions
A program exists for metrics rollup purposes.
Vision seeded data is available.
Tasks
Creating a Campaign and Associating it to a Program
Campaigns are planning tools for marketers. Create a campaign that will be the parent campaign
for a number of marketing activities (campaign schedules) later. Associate the campaign to the
Program to which metrics must roll up for reporting and analysis purposes.
Entering Budget Information
Budgets are the sources of funds for marketing campaigns. Active budgets to which you have
access are available. Request $10,000 as the initial budget amount for the campaign you just
created.
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Submitting for Approval
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Submit the Campaign for approval.
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Marketing Campaigns
Chapter 4 - Page 16
Solution - Creating a Campaign and Associating it to a Program
Creating a Campaign and Associating it to a Program
2. Navigate to the Create Campaign page.
(N) Campaign > Campaigns > (B) Create.
Field Name Value

Setup Type Campaigns
Name XX_LaserLaunch_05
Program XX_Laser_Launch_Program_05 You are
associating the campaign to a program here
Source Code XX_LL05
Version 1
Start Date Current date
End Date A year from today
Currency US Dollar
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4. Click (B) Create.
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Entering Budget Information
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5. Navigate to the Campaign Budget Source page. OA
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(H) Planning > Budget
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Enter the Initial Estimated Budget amount as 10,000 US Dollars.
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7.
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Click (B) Update.
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Click (B) Create Request.
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Enter the following data:
Marketing Campaigns
Chapter 4 - Page 17
Field Name Value
Source Type Budget
Source Name Business to Business Marketing Budget
Requested Amount 10000
11. Navigate to the Campaign Details page and click (B) Request Approval to submit the
Campaign for approval.
Approvals go through the AMS Marketing Workflow process. The campaign status
changes to Active after it goes through theme, budget line, and budget approvals.
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Marketing Campaigns
Chapter 4 - Page 18
Campaign Approval Process
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Campaign Approval Process
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approval process will proceed in the following manner:
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If the Custom Setup selected for the campaign requires both Theme and Budget approval, the

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A campaign goes through theme approval when the user changes its status from New to
Planned.
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Upon the next running of the concurrent process, the request for theme approval is sent to
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an approver based on Approval Rules. At this time the campaigns status goes to Pending
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Theme Approval.
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The approver approves the request.
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On approval, the Campaigns status changes to Planned.
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When the user changes the Campaigns status from Planned to Active, the object goes
through Budget Line approval.
Marketing Campaigns
Chapter 4 - Page 19
Upon the next running of the concurrent process, the Budget Line approval is sent to an
approver based on Approval Rules. At this time the Campaigns status goes to Pending
Budget Approval.
Once the threshold limit, based on the AMS Cutoff Percentage for Approval, is reached,
the Budget approval is sent automatically. It does not require a concurrent process. At
this time the Campaigns status is still at Pending Budget Approval.
The Budget approval is sent to an approver based on Approval Rules. Depending on the
approval, the Campaigns status will go to Active or Rejected.
See Lesson Implementing Common Marketing Components to learn more about approval
rules.
Some of the other statuses that a campaign can be in include:
Cancelled
Closed
Completed
On Hold
Available
Note: The campaign setup type determines Approval requirements. Each organization can
decide on the number of approvals as their business demands.
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Marketing Campaigns
Chapter 4 - Page 20
Summary
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Marketing Campaigns
Chapter 4 - Page 21
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Marketing Campaigns
Chapter 4 - Page 22
Overview of Campaign
Execution
Chapter 5
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Overview of Campaign Execution

Chapter 5 - Page 1
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Chapter 5 - Page 2
Objectives
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Objectives
Perform pre-campaign analysis using the Campaign Workbench
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Place a schedule in the objects hierarchy
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Describe a Campaign Schedule
Identify Schedule Channels and Purposes
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Define a Schedule Template
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Describe the Campaign Schedule creation flow
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Chapter 5 - Page 3
Campaign Workbench
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Campaign Workbench
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execute, track, and analyze marketing activities.
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The Campaign Workbench is designed to help marketing and sales users to quickly create,
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The tasks that a marketer can perform from the Campaign Workbench:
Review existing campaign activities
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Plan and execute marketing activities for a specific purpose and within a specified time
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Associate products or offers with activities
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Create a target group (audience) for a campaign schedule. Campaign Schedule purpose
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may dictate the segmentation rules for the creation of the target group
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Create and maintain collateral for use with marketing activities
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Track costs, revenues, and metrics for marketing activities
View real-time operational reports on marketing activities

Chapter 5 - Page 4
The Campaign Workbench is also designed to enable sales users to quickly create and execute
a sales campaign to their installed base of customers. The tasks that sales users can perform
from the Campaign Workbench:
Identify and build sales promotional activities within specified time lines to cross sell/up
sell products or to retain customers
Associate products and offers with sales campaigns
Associate proposal templates and collateral content for use by sales representatives for
customer communication
Generate and track leads
Note: The Workbench schedules inherit the security considerations from the campaign they are
associated with. If a campaigns Confidential flag is set, the schedules associated to it are also
confidential. This means, access to the schedules is restricted to their creator and to the team to
which the creator belongs.
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Chapter 5 - Page 5
Tools for Pre-Campaign Analysis
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Tools for Pre-Campaign Analysis
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The tools for pre-campaign analysis available on the Campaign Workbench include:
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Campaign Dashboard
Schedules Gantt Chart
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Schedules List
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Campaign Hierarchy View
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Chapter 5 - Page 6
Campaign Dashboard Elements
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The Campaign Dashboard is the Home page for the Campaign Workbench and acts as an entry
point for the process of planning, creating, and executing Campaign Schedules.
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Campaign Effectiveness bin To review key campaign performance metrics at a glance.
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The two seeded views available are Top Performing Campaigns and Bottom Performing
Campaigns. The views are customizable based on different metrics. You can drill down
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campaigns to view the campaign hierarchy.
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My Recent Schedules bin To view the campaign schedules that you own and have
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recently updated.
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Active Schedules by Channel chart Provides a visual representation of the percentage
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of schedules executed via each channel.
Shortcuts Contains links that can be clicked to navigate to perform specific marketing
and administrative functions. The links in the Schedule Details section include:
- Schedules List To search and view the list of schedules

Chapter 5 - Page 7
- Campaign Hierarchy To view the campaigns and the associated campaign
schedules as a hierarchy
- Schedules Gantt Chart To review the time lines for campaign schedules
- Create Schedule To create a campaign schedule
- Reports Dashboard To generate and view reports for tracking across campaign
schedules
- Audience Workbench To navigate to the Audience Dashboard to create and
manage lists
- Schedule Templates For administrators to perform the Schedule Templates
maintenance function
- Placements For administrators to perform placement maintenance function.
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Chapter 5 - Page 8
Practice - Personalizing Campaign Effectiveness Bin
Overview
You want to review the number of orders and order amounts for laser printer sales for the last
month.
Assumptions
Tasks
Personalizing a View
Personalize the Campaign Effectiveness region of the Campaign Workbench so that you can
view the order details for your campaigns.
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Chapter 5 - Page 9
Solution Personalizing Campaign Effectiveness Bin
Personalizing a View
1. Log into Oracle Marketing with the Campaign Workbench Super User responsibility and
navigate to the Campaign Dashboard.
2. Click (B) Personalize in the Campaign Effectiveness region.
3. In the Personalize View page, click (B) Create View.
Entering General Properties
4. Enter XX Order Details as the View Name.
5. Let the Number of Rows Displayed be the default 10 Rows.
6. Enter a description for the view.
Updating Column Properties
7. Click (B) Rename Column / Totaling.
8. Select the Show Total check boxes for Orders and Orders Amount columns and click (B)
Apply.
Selecting the Columns for the View
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9. Click << to remove all the items from the Columns Displayed list to the Available Columns
list.
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10. Select Campaign Name in the Available Columns list and click > to move this column to the
Columns Displayed list.
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Note: The Campaign Name column must be included for display.
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11. Similarly, select and move the Orders and Orders Amount columns to the Columns
Displayed list.
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Specifying Sort Settings
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12. Select a column name and sort order for the First Sort.
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Specifying Search Query to Filter Data
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13. Select Trend Time as Last Month.
14. Select Trend Metric for Chart as No. of Orders.

Chapter 5 - Page 10
15. Click (B) Apply.
Reviewing Orders for a Month
16. Navigate back to the Campaign Dashboard.
17. Select the view you have created from the View list and click (B) Go.
18. Review the Campaign Effectiveness based on the number of orders and order amounts.
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Chapter 5 - Page 11
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Chapter 5 - Page 12
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campaign schedules.
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Marketing and sales managers can use Gantt charts to review the timelines for their existing
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To make the analysis meaningful, you can choose to view schedules based on specific
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attributes. For example, schedules using the same channel, targeting the same segment, or
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promoting the same product. You can also choose different time scales for the chart: Day,
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Week, Month, or Quarter.
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Chapter 5 - Page 13
Practice - Viewing Gantt Charts
Overview
You want to verify whether the e-mail campaign schedules planned for the next three months
overlap or target the same audience.
Assumptions
Tasks
Viewing Schedules Gantt Chart
Gantt charts help you review schedule time lines and determine what activities to execute. View
a Gantt chart to verify whether the e-mail campaign schedules planned for the next three months
overlap or target the same audience.
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Chapter 5 - Page 14
Solution Viewing Gantt Charts
Viewing Schedules Gantt Chart
1. Log into Oracle Marketing with the Campaign Workbench Super User responsibility.
2. Navigate to the Campaign Dashboard.
3. Click the Schedules Gantt Chart link in the Shortcuts bin.
4. Select a Start Date.
In the Search region, the Start Date displayed is the current date.
5. Select a date three months from the current month as the End Date.
6. Use the Search icon to select the campaign, Business to Business Marketing.
7. Because you wish to view planned schedules, select the Status New.
8. Click the (H) Show More Options.
9. Select Email from the Channel list.
10. Click (B) Go.
11. Review the schedules planned for the e-mail channel.
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Chapter 5 - Page 15
Schedules List
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Schedules List
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This functionality helps:
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Review existing campaign schedules
Search for schedules using seeded saved searches, such as
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- My Schedules schedules owned by the logged in user
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- All Schedules schedules to which the logged in user has team access via the
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parent campaign
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Create personalized search
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View the list as a sorted set of schedules
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Drill down to view schedule reports
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Chapter 5 - Page 16
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This functionality helps:
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Review existing campaigns
expanded or collapsed
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View campaign schedules associated to a campaign as a hierarchical view can be
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Drill down to view schedule details
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Create schedules
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Copy Schedules
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Drill down to view schedule reports
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Chapter 5 - Page 17
Campaign Execution
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Campaign Execution
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A Campaign Schedule is the delivery tool for a marketing campaign. After pre-campaign and
pre-schedule analysis and planning, you can create campaign schedules, each with a specific
purpose and using a specific channel.
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Based on the channel of execution, you can define various attributes for a schedule.
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Note: Marketers can create campaign schedules both from the Campaign Workbench and
using the Campaign tab of Oracle Marketing. See Oracle Marketing User Guide for
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information about creating campaign schedules using the Campaign tab.
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Chapter 5 - Page 18
Schedules in the Objects Hierarchy
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Schedules in the Objects Hierarchy
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schedules are their execution vehicles.
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While programs and campaigns are the planning objects for a marketing activity, campaign
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Chapter 5 - Page 19
Schedule Templates
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Schedule Templates
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When a marketer creates a campaign schedule, a schedule template must be selected. This
template provides a prebuilt framework with attributes and planning details. Oracle Marketing
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ships with one seeded schedule template for each outbound channel.
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A schedule template includes some commonly used schedule attributes and details.
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Channel
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The outbound channel defines how a campaign schedule is planned and executed
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Fulfillment method and the type of collateral for the campaign schedule depend on the
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channel of execution
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One seeded template is available out-of-the-box for each direct marketing outbound
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channel
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Schedule Purpose
Cross sell, up sell, customer retention, customer acquisition, and lead maturation are the
seeded purposes
Each seeded purpose has associated list templates

Chapter 5 - Page 20
List Templates
Each schedule purpose may be associated with a number of list templates
A default list template is associated with each purpose which is used to drive
segmentation. A user may use a different list template at the time of schedule creation
List templates are used to create target groups for a campaign schedule
See Lesson Administering and Managing Audience and the 11i Marketing Advanced: List
Generation eClass for details on using lists templates to create lists.
Schedule Planning Requirements
The outbound channel defines the planning requirements for a campaign schedule
The planning requirements are manifested in the form of the different mid tabs available
for campaign schedule creation. For example, outbound content and target group must be
defined for e-mail campaign schedules
Approval Requirements
The schedule template can be used to define if approval is needed for a campaign
schedule
Campaign schedules based on seeded templates must be approved
An administrator can create custom schedule templates to suit your business requirements.
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Chapter 5 - Page 21
Campaign Schedule Purposes
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Campaign Schedule Purposes
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purposes) with the overall marketing objectives.
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For the purpose of planning schedules, marketers can align activities (and associated schedule
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Marketers have the option of choosing from the following seeded purposes:
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Cross Sell To direct marketing activities at existing customers
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Up Sell To target customers who have bought a related product
Customer Acquisition To increase your customer base
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Customer Retention To build customer loyalty
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Lead Maturation To initiate schedules to improve lead quality
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For creating suitable target groups for campaign schedules, administrators can create list
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templates and include segmentation rules to support these purposes. Selecting a purpose for a
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campaign schedule makes available the associated list template.
Administrators can create custom purposes to meet specific marketing needs. For example,
brand awareness may be the purpose for indirect channels such as advertisements or
measure customer satisfaction may be the purpose for a marketing survey.

Chapter 5 - Page 22
Note: A list template is a set of conditions that has been defined by the administrator for the
purpose of creating a list. Two types of list templates are available: the Natural Language
Query (NLQ) template and the Parameterized SQL template. The NLQ template allows you to
specify the query conditions in a format that is similar to the way you speak or converse. The
Parameterized SQL template displays query conditions as a list of parameters whose values
you can enter directly.
See Lesson Administering and Managing Audience for more details.
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Chapter 5 - Page 23
Campaign Schedule Channels
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Campaign Schedule Channels
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fax, print mail, Web, sales, or telemarketing.
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Marketing schedules execute via different media or outbound channels - for example, e-mail,
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Chapter 5 - Page 24
Schedule Creation and Planning
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Chapter 5 - Page 25
Basic Schedule Creation
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Basic Schedule Creation
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Choosing a Schedule Template defaults many schedule attributes and planning details
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As a number of Purposes are associated with a Schedule Template, selecting one helps
you indicate the purpose you want to use for analysis
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The system defaults the outbound channel associated with the selected Schedule
Template
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Choosing a parent campaign indicates the campaign to which the campaign schedule
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metrics must roll up to. Also, budgets for a campaign schedule are derived from the
parent campaign budget.
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Choosing repeating options will set up the campaign schedule to repeat at the specified
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frequency
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Lessons 6 to 11 will discuss different business scenarios for which the Campaign Workbench
can be used to analyze, plan, create, execute, and track campaign schedules.

Chapter 5 - Page 26
Summary
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Chapter 5 - Page 27
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Chapter 5 - Page 28
Executing a Sales Campaign
Chapter 6
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Chapter 6 - Page 1
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Chapter 6 - Page 2
Objectives
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Objectives
Describe the Sales campaign flow
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List the applications with which Oracle Marketing integrates to enable Sales campaigns
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Describe how the system executes an active Sales Schedule
Create a Sales Schedule
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Chapter 6 - Page 3
Overview of Sales Campaigns
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Overview of Sales Campaigns
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Workbench using the Sales channel.
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Sales managers can identify and build sales promotional activities from the Campaign
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Using the Sales Campaign Schedule functionality, sales managers can:
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Explore their install base and historical customer data
Mine the data for cross sell and up sell opportunities
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Quickly create and execute Sales Campaign Schedules
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Distribute supporting sales kits
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Review the leads generated from the Campaign Schedule
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Metrics will roll up to the parent campaign for reporting and analysis of the overall marketing
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activities.

Chapter 6 - Page 4
Roles and Responsibilities
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Roles and Responsibilities
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Oracle Marketing does not ship with seeded users. It does, however, ship with seeded
responsibilities. Based on your business requirements, you will create users and associate a set
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of responsibilities to them to perform certain functions within the application.
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Chapter 6 - Page 5
Business Scenario and Solution
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discussed in this lesson.
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This business scenario and solution will be used as the basis for the sales campaign flow
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Chapter 6 - Page 6
Integration Points
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Integration Points
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Oracle Leads Management Enables users to capture, evaluate, and distribute the leads
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generated by sales campaigns for sales follow up. It provides a staging area for all
prospective leads
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Oracle Content Manager Is the central repository for Marketing collateral and
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supporting sales content sent out to sales personnel
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Oracle Proposals Proposal templates sent out to sales personnel are created and
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maintained
Oracle Product Life Cycle Management Products defined in Marketing are populated in
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the Single Product Catalog, and become available across the E-Business Suite of
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applications
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Note: For Oracle Sales, Sales Managers can access the Sales Campaign functionality from the
Sales Dashboard.

Chapter 6 - Page 7
Sales Campaign Flow
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Sales Campaign Flow
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Create Sales Schedule Enter the basic campaign schedule details
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Mine Customer Base To promote a product by cross selling to your existing customers

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Associate Sales Kit Associate both supporting material for sales reps and any outbound
Marketing collateral
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Activate Campaign The system activates and executes the campaign on the scheduled
date
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Follow Up Leads When the schedule has executed, review and follow up leads
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Chapter 6 - Page 8
Steps to Complete the Flow
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Create a campaign schedule using the template for the Sales channel
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2.
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Associate the product to be promoted
Create the target group
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4.
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Associate proposal template
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5.
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Associate supporting content
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6.
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Submit schedule for approval
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7.
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Review operational reports after the schedule executes
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Chapter 6 - Page 9
Creating a Sales Campaign Schedule
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Creating a Sales Campaign Schedule
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The following are the basic details to be specified for a sales schedule:
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Name To identify the Sales schedule
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Schedule Template Sales is the seeded Schedule Template for a Sales Campaign
Schedule. The associated execution channel is Sales and is defaulted to the Channel field
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Purpose As you aim to mine your installed customer base, you can select Cross Sell
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or Up Sell as the Purpose
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Parent Campaign A schedule must be associated to a campaign to enable rollup of
schedule metrics for reporting and analysis
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Launch Date This date must be on or after the date when the parent campaign went
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active. The End Date is an optional entry and must be before the specified End Date for
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the parent campaign
Source code This is automatically generated by the system if you do not specify it

Chapter 6 - Page 10
Associating the Selling Product
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The selling product in our scenario is the Laser Printer.
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The Offering functionality on the Campaign Workbench enables sales managers to

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associate products or product categories to sales schedules.
The selling product for the sales effort will be the product used to generate leads for sales
follow up.
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The selling product may also drive the content for any support material, such as training
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material that is planned to go out to the sales representatives.
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The product may also drive the definition of the target group.
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Chapter 6 - Page 11
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Products and Product Categories used for marketing activities are populated in the Single
Product Catalog
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If a Product rolls up to a Product Category, the Product Category must be populated in
the Product Catalog
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Only Products and Product Categories that have been associated to the Parent Campaign
are available to the Campaign Schedules associated to it
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Chapter 6 - Page 12
Creating a Target Group
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Chapter 6 - Page 13
Creating Target Group
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Chapter 6 - Page 14
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A List template must be selected if the default one does not match your business requirement.
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If you modify the filter conditions, projected running totals must be recalculated.
Note: Save the schedule details before generating the list.
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Note: The Workflow Agent Listener Concurrent Request must be running prior to the
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generation of the target group. Otherwise, the target group remains in the Scheduled status.
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Chapter 6 - Page 15
Associating Sales Kits
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Associating Sales Kits
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Marketing collateral and collaboration content is stored in Oracle Content Manager
(OCM).
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Some examples of Marketing collateral that may go out to sales reps include product
information, competition analysis, or sales plan.
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Proposal templates are created and managed in Oracle Proposals. A Proposal template
can be previewed before being associated with a Sales schedule.
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Chapter 6 - Page 16
Submitting Schedule for Approval
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up.
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A schedule submitted for approval goes through the process defined by the approval rules set
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When a schedule is approved, it becomes available, and the system changes its status to Active.
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See Lesson Implementing Common Marketing Components for details on setting up the
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approval process.
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Chapter 6 - Page 17
Access Requirements
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Access Requirements
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The leads generated from the Sales schedule will be assigned to sales representatives for follow
up. Regardless of the access level of the sales reps to the schedule, the details of the Sales
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schedule and the collateral associated with the Sales schedule, should be accessible to them.
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The details that must be accessible to sales representatives include:
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Launch Date the date that the schedule will be executed
Sales schedule objective a text description of the schedules objectives
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Qualifying products for up sell and cross sell schedules the products that are being up
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sold or cross sold against. For example, if selling laser printers to ink jet printer
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customers, the qualifying product would be ink jet printers
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Target products the products that the schedule is trying to sell
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Customer qualifying criteria the Natural Language Query filters specified for Target
Group creation

Chapter 6 - Page 18
Links to supporting collateral links where the sales representatives can view and
download datasheets, white papers, sales material, and proposal template associated with
the schedule
Links to outbound collateral links where the sales representatives can view and
download any outbound collateral for the schedule
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Chapter 6 - Page 19
Sales Campaign Execution
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Activating the Campaign Schedule
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When a schedule is in the Active status, the system:
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Delays till the schedule Launch date and then executes the schedule
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If the Target Group size is greater than 0, it enters all the List entries in the Leads Import
Interface Table and updates the entries in the Leads Import Interface Table and adds the
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purchase interest details based on the products associated with the schedule. Leads
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contacts are updated
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Creates leads via Leads Import. The Leads Processing Engine should be properly set to
process the leads generated from the Sales schedule
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Routes the leads through the Territory Assignment Engine to the territory associated with
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the Sales schedule
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The sales manager then reviews lead rank and assignment. The sales manager also reviews the
progress of these leads.

Chapter 6 - Page 20
Schedule Operational Reports
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Schedule Operational Reports
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To access schedule specific reports, use one of the following methods:
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Click the Schedules List shortcut link on the Campaign Dashboard and click the Reports
icon
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Click the Campaign Hierarchy shortcut link on the Campaign Dashboard and click the
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Reports icon for the relevant schedule
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Select the schedule from the My Recent Schedules bin on the Campaign Dashboard and
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click the Reports button
Performance Metrics section reports on Total Cost, Total Leads, Total Opportunities, Total
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Orders Amount, Total Orders, Total Quotes amount, Total Quotes, and so on.
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Channel Specific Leads section reports on Leads status, opportunities, order, and revenue
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amounts.

Chapter 6 - Page 21
Practice - Creating a Sales Campaign Schedule to Generate
Leads
Overview
Using its current install base of large-scale customers, Vision Enterprises plans to up-sell laser
printers to its inkjet customers to increase sales growth using its Direct Sales channel. Leads are
generated and followed up by Field sales in the West coast territory.
Assumptions
Seeded Vision data is available.
The Workflow Agent Listener concurrent request is running.
Tasks
Enter the Basic Details for a Sales Campaign Schedule
In the Create Schedule page of the Campaign Workbench, enter the basic details required to
create a sales campaign schedule.
Associate the Selling Product
Associate Lightning Laser Printer (CM76845) as the product to be promoted.
Specify the Target Group

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generate the target group.
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Use a List template to create the target group for the schedule. Modify the selections and
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Associate Sales Kit
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ssociate a proposal template and the product data sheet for the laser printer.
Submit for Approval

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Submit the schedule for approval and activate it.
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Chapter 6 - Page 22
Solution Creating a Sales Campaign Schedule to Generate
Leads
Enter the Basic Details for a Sales Campaign Schedule
1. Log into Oracle Marketing with the Campaign Workbench Super User responsibility and
2. Click the Create Schedule link in the Shortcuts bin.
3. In the Create Schedule page, enter the following data:
Field Name Value

Template Sales
Name XX LaserSales
Campaign XX LaserLaunch 05
Purpose Cross Sell
Launch On Select a date a week from the Campaign XX
LaserLaunch 05 Start Date.
End On Select a date about three months from the Launch
On date
Coordinator Retain the default value
Objective Enter some meaningful objective for the Sales
campaign
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4. Click (B) Continue.
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Associate the Selling Product
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Navigate to the Offering mid tab and click (B) Add Another Row.
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From the Product LOV, select Lightning Laser Printer (CM76845).
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Click (B) Save.
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Specify the Target Group
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Navigate to the Target Group mid tab. The Generate Using drop down list defaults to List
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9.
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Template.
Select Sales Blitz Cross Sell from the List Template Name LOV.
10. Use the following selections conditions:

Chapter 6 - Page 23
Ordered Product is Lightning Ink Jet Printer
and Order Date is after 01-Mar-2003
and Order Value is greater than 10000
and Contact Job Title is Purchasing Manager
11. Click (B) Recalculate and observe the values in the Projected Running Totals column.
12. Click (B) Save.
13. Click (B) Generate List.
Note: The Workflow Agent Listener concurrent request must be running prior to generating
the list.
14. Click (B) Update Entries to view and optionally, update the details of the members of the
target group.
Associate Sales Kit
15. Navigate to the Collaboration mid tab and click (B) Add Another Row.
16. Select Proposal from the Type drop-down list and select a proposal template from the Name
LOV (use Lighting Laserjet XL Printer).
17. Click (B) Add Another Row and select Content from the Type drop-down list.
18. Select the product data sheet for the laser printer (use Lightning Laserjet XL Datasheet).
Note: When a product is associated to a schedule, content associated to the product is

available as recommended content for association to the schedule.
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Submit for Approval
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20. Click (B) Submit for Approval.
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21. Select Active as the Request Status and click (B) Submit.
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When the schedule is activated, leads are generated. The sales team follows these up.
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Chapter 6 - Page 24
Practice - Viewing Sales Schedule Specific Report
Overview
You want to view the operational reports after a Sales schedule is executed.
Tasks
Viewing the Reports for a Sales Schedule
From the Schedules List on the Campaign workbench, select the Sales schedule and click the
Reports icon to view the reports for the Sales schedule.
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Chapter 6 - Page 25
Solution Viewing Sales Schedule Specific Report
Viewing the Reports for a Sales Schedule
2. Navigate to the Campaign Dashboard and click the Schedules List link in the Shortcuts.
3. Click the Reports icon to view the reports for the Sales schedule.
Performance metrics for the schedule and sales channel specific information are
displayed.
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Summary
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Chapter 6 - Page 27
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Chapter 6 - Page 28
Executing a Web Ad
Chapter 7
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Executing a Web Ad
Chapter 7 - Page 1
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Executing a Web Ad
Chapter 7 - Page 2
Objectives
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Objectives
Define Web Marketing concepts
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Set Up Web Placements
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Create a Web Campaign Schedule
Use Web channel reports
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Executing a Web Ad
Chapter 7 - Page 3
What is Web Marketing?
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What is Web Marketing?
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Use Web Marketing to:
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Leverage Internet capabilities for marketing activities
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Set up quick, direct, and personalized interactions with customers
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Transfer messages real-time
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Target highly specific market segments
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In Oracle Marketing, you can create Web Ads, Web Offers, and Web Dynamic
Recommendations from the Campaign Workbench.
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Executing a Web Ad
Chapter 7 - Page 4
Web Marketing Roles
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Web Marketing Roles
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For all practical purposes, the Website manager and the marketer could be the same person.
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Oracle Marketing does not ship with seeded users. It does, however, ship with seeded
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responsibilities. Based on your business requirements, you will create users and associate a set
of responsibilities to them to enable them to perform certain functions within the application.
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See the Oracle Marketing Implementation and Administration Guide for a list of seeded
responsibilities.
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Executing a Web Ad
Chapter 7 - Page 5
Web Marketing Concepts
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Web Marketing Concepts
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Application
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The target Website set up where Marketing schedules will render content.
Web Placement
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The defined area on a Website that will display the content associated with a Web campaign
schedule.
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Content Type
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A set of attributes, associations, and attachments that define data to be of a specified Content
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Type. There are seeded Content Types, for example, Content Types can be defined to be White
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Papers or Sales Presentations.
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Content Item
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An instance of a Content Type that may be text or an image. For example, if White Papers is a
Content Type, Oracle Marketing White Paper will be a Content Item.
Content Group
Executing a Web Ad
Chapter 7 - Page 6
A collection of Content Types that have been defined in a system. They help ensure data
consistency maintain meta data.
Style Sheet
Defines how a Content Type is actually displayed in a Placement. More than one style Sheet
can be associated to a Content Type.
Click-Through Destination
Defines the action when a Web visitor clicks the Content Item associated with it.
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Chapter 7 - Page 7
Integration Points
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Oracle Content Manager Content to be rendered in a Placement is stored in this central
repository
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Oracle iStore The application where the Web schedule renders content

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Oracle Product Life Cycle Management Products defined in Marketing are populated in
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applications
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the Single Product Catalog and become available across the E-Business Suite of
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Executing a Web Ad
Chapter 7 - Page 8
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this lesson.
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This business scenario and solution will be used as the basis for the Web Ad flow discussed in
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Executing a Web Ad
Chapter 7 - Page 9
Web Campaign Process
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Web Campaign Process
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The steps to deploy a Web schedule:
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Administrator creates a Web Placement and activates it
Marketer creates a Web schedule
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Note: Marketers can create Web schedules both from the Campaign Workbench and using the
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Campaign tab. See Oracle Marketing User Guide for information on creating Web schedules
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using the Campaign tab.
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Executing a Web Ad
Chapter 7 - Page 10
Web Placement
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Web Placement
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usually available to marketers when they create Web schedules.
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Administrators or Website managers create web Placements, and a number of Placements are
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A newly created Placement is in the Inactive status and must be set to Active to be available to
Web schedules.
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Only approved schedules can run in a Placement.
See Lesson Implementing Common Marketing Components for information on setting up
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applications and Web sites (for which Placements can be created).
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Note: Administrators can create Web Placements from the Campaign Workbench and by using
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the Execution tab of Oracle Marketing. See Oracle Marketing User Guide for information on
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creating Web Placements using the Execution tab.
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Executing a Web Ad
Chapter 7 - Page 11
Web Placement
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Web Placement
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content.
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The default content is rendered in the Placement when a Web schedule does not return any
Two seeded Content types are included:

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Web Advertisement
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Web Dynamic Recommendation
Note: All Content Types to be used to define Web schedules must belong to the Web Content
Type Group.
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Executing a Web Ad
Chapter 7 - Page 12
Setting Up Placements
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Setting Up Placements
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targeted
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The fields that must be defined for a Placement depends on the Application or web site
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For Oracle Store-based applications, iStore, iSupport and Partner Portal, the fields are Site,
Section, Page, Location
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For custom Web sites, only Page and Location need be defined
You may preview the content before associating with a Placement
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A Placement may be deleted only if no Active schedules are associated with it
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Target Location
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Application specifies the application that is running the target Website. Seeded values
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include iStore, iSupport, Partner Portal and iSupport Only. Additional applications can be
added as third party affiliate Web sites
Site a specialty store within iStore
Sections specified areas are designated as Sections within iStore
Executing a Web Ad
Chapter 7 - Page 13
Pages a page within the target Website
Location specified area on a page. A number of seeded values are available Top, Bottom,
Left (1 to 7), Middle (1 to 4), and Right (1 to 4)
Display Method
A number of schedules can be associated to a Placement. At any given time, while they can all
potentially run and render content in the Placement, only one schedule can actually run in it.
Which schedule actually gets picked up can be set using one of the following methods:
Random The system selects a schedule randomly for display. This is the default method.
Ordered - A specified order of execution determines the schedule that will display. The
administrator can manually set the order for display. The administrator can also specify
whether a particular schedule must always execute first or always execute last.
Auto Publish Attribute
If the Auto-Publish attribute of the placement is set, schedules selected will be automatically
rendered anytime after they are Active. If the Auto-Publish attribute is not set, the Website
manager must manually update the placement to run an Active schedule.
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Chapter 7 - Page 14
Practice - Creating a Web Placement
Overview
In this practice, you will create a Web placement that you can associate to Web schedules.
Assumptions
Tasks
Creating a Placement for the iStore, iSupport, Partner Portal Application
Web Placements are the physical regions on Web sites where your Web advertisements and
offers are displayed. Create a Web Placement for the Printers section on iStore and associate the
Web Advertisement Content Type to it.
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Executing a Web Ad
Chapter 7 - Page 15
Solution Creating a Web Placement
Creating a Placement for the iStore, iSupport, Partner Portal Application
2. Navigate to the Campaign Dashboard and click the Web Placements link in the Shortcuts
bin.
3. Click (B) Create Placement.
4. In the Create Web Placement page, enter the following data:
Field Name Value

Name XX Printer Placement
Status Active
Selection Method Random
Auto Publish Checked
Application iStore, iSupport, Partner Portal
Site Vision Computers
Section Printers
Page Item Details
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Location Middle1
Content Type Web Advertisement
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Stylesheet Universal Web Advertisement Stylesheet
Default Content Select some suitable content
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Universal Web Advertisement Stylesheet
5. Click (B) Save.

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Approved schedules associated with the placement will run in it.
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Chapter 7 - Page 16
Web Ad Flow
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Web Ad Flow
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Create Web Ad Schedule Enter the basic campaign schedule details
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Create Target Segment To promote a product by cross selling to your existing customers
Select Content Associate content to placements
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Activate Schedule A schedule is active after approval

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Display Ad on iStore An active schedule renders content in the specified placement
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when it executes
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Note: Marketing Offers are pricing discounts offered for products or product families. You can
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Executing a Web Ad
Chapter 7 - Page 17
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1. Create a campaign schedule using the Web Ad template - the channel defaults to Web
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2. Associate the product to be promoted
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3. Create the target group using the Advanced option target group creation is based on an
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existing list of customers
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4. Associate the Web Ad to a Placement
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5. Specify click-through destinations (CTD)
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6. Submit schedule for approval
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7. Review reports after the schedule executes
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Chapter 7 - Page 18
Creating a Web Ad Schedule
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Creating a Web Ad Schedule
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The following are the basic details to be specified for a sales schedule:
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Name To identify the Web schedule
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Schedule Template Use the Web Ad seeded Schedule Template
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Purpose As you want to promote laser printers to your ink jet customers, you may
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select Cross Sell or Up Sell as the Purpose
Parent Campaign A schedule must be associated to a campaign to enable rollup of
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schedule metrics for reporting and analysis
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Launch Date This date must be on or after the date when the parent campaign goes
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active. The End Date is an optional entry and must be before the specified End Date for
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the parent campaign
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Source code This is automatically generated by the system if you do not specify it
Executing a Web Ad
Chapter 7 - Page 19
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The selling product in our scenario is the Laser Printer
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products or product categories to Web schedules
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The product provides the context for CTD action definition
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Chapter 7 - Page 20
Associating Web Ad to Placement
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Associating Web Ad to Placement
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Selecting the application makes the associated placements available for selection.
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For Placements, read only information on their status and their Publish Status are

displayed.
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The specified title is displayed as the heading in the Web Ad

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Web Marketing content is stored in Oracle Content Manager (OCM). New content may
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be uploaded, but they must be approved before the schedule can be approved. You can
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preview the content before submitting it for approval.
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The Click-through Destination actions that you can specify for iStore:
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- Go To Product Details Page in iStore
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- Go To Shopping Cart Page in iStore with an Item
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- Go To iStore Registration Page
- Go To a Catalog/Minisite in iStore
Executing a Web Ad
Chapter 7 - Page 21
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Defining the Target Group for a Web Ad is optional.
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deduplication rules, and suppression options, the list is recreated as if for the first time.
See Lesson Administering and Managing Audience for the details on list generation modes.
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Executing a Web Ad
Chapter 7 - Page 22
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A schedule submitted for approval goes through the process defined by the approval rules
set up.
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When a schedule is approved, it becomes available, and the system changes its status to
Active.
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The E-merchandising engine takes care of the execution and fulfillment of the Web
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See Lesson Implementing Common Marketing Components for details on setting up the
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approval process.
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Executing a Web Ad
Chapter 7 - Page 23
Web Schedule Reports
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Web Schedule Reports
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icon
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Reports icon
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click the Reports button.
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Web schedule reports include Web statistics broken down by Placement and by the relevant
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attributes given the Web schedule type. In our scenario it is a Web Ad and the statistics
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displayed will be related to the product being promoted.
Executing a Web Ad
Chapter 7 - Page 24
Practice - Creating a Web Advertisement Schedule
Overview
You want your install base of ink jet customers to upgrade to the newly launched laser printers.
Assumptions
Tasks
Entering the Basic Details for the Web Advertisement
Create a Web Advertisement for iStore.
Associating the Product to the Schedule
Associate the product to be promoted (Lightning Laser Printer) to the schedule.
Specifying the Target Group
Create the target group containing your install base of inkjet customers.
Associating the Web Ad to a Placement
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Select the relevant placement on iStore and the content item to be rendered in it.
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Specifying Click-Through Details
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Specify the click through action that must take place when a Web visitor clicks the Web Ad
image. Preview the content and save the schedule details.
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Verifying Web Ad
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Log in to iStore and verify that the Web Ad is displayed in the specified region.
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Executing a Web Ad
Chapter 7 - Page 25
Solution Creating a Web Advertisement Schedule
Entering the Basic Details for a Web Ad
1. Log in to Oracle Marketing with the Campaign Workbench Super User responsibility.
2. Navigate to the Campaign Dashboard and select (H) Create Schedule.
Field Name Value

Template Web Advertisement
Name XX LaserPrinter WebAd
Purpose Cross Sell
Launch On Current date
End On Select a date about three months from the Launch
On date
Coordinator Retain the default value
Objective Enter some meaningful objective for the Web Ad
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5. Navigate to the Offering mid tab and click (B) Add Another Row.
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6. From the Product LOV, select Lightning Laser Printer.
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7. Click (B) Save.
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Specifying the Target Group
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Navigate to the Target Group mid tab.
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Select Generate Using Advanced Option.
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10. Select the Audience as Organization Contacts.
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11. Retain the value List in the Add field and click Go.
12. Select the B2B_Cross_Sell_Contacts list.

Executing a Web Ad
Chapter 7 - Page 26
14. Click (B) Save.
16. Click (B) Update Entries to view and optionally update the details of the members of the
target group.
Associating the Web Ad to a Placement
17. Navigate to the Web Planner mid tab.
18. Click (B) Add Another Row.
Field Name Value

Application iStore, iSupport, Partner Portal
Placement XX Printer Placement
Content Item Select a suitable content item
20. Click (B) Save.
Specifying Click-Through Details
21. Click the Click Through Details icon.
22. Select Go to Shopping Cart as the Click Through Action and select the Laser Printer
product.
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23. Preview the Web Ad, if necessary, and click (B) Save.
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25. Click (B) Submit for Approval. &
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Verifying Web Ad
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27. Log in to iStore and verify that the Web Ad is displayed in the specified region.
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Executing a Web Ad
Chapter 7 - Page 27
Practice - Viewing Reports for a Web Schedule
Overview
You want to view the operational reports after a campaign schedule of type Web Advertisement
executes.
Tasks
Viewing Reports for a Web Schedule
From the Schedules List on the Campaign workbench, select the Web schedule and click its
Reports icon to view the reports for the schedule.
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Executing a Web Ad
Chapter 7 - Page 28
Solution Viewing Reports for a Web Schedule
Viewing Reports for a Web Schedule
2. Navigate to the Campaign Dashboard and click the Schedules List link in the Shortcuts bin.
3. Click the Reports icon for the Web schedule for which you want to view reports.
Performance metrics for the schedule and Web specific details, including click-through
destination details, are displayed.
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Executing a Web Ad
Chapter 7 - Page 29
Summary
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Executing a Web Ad
Chapter 7 - Page 30
Using Oracle Personalization
Chapter 8
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Chapter 8 - Page 1
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Chapter 8 - Page 2
Objectives
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Objectives
Define Personalization
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Describe Personalization parameters
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Create a Web Dynamic Recommendation
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Chapter 8 - Page 3
Integration Points
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Oracle Content Manager Content to be rendered in a Placement is stored in this central
repository
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Oracle iStore The application where the Web schedule renders content. Also, content
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for the recommendation is pulled from iStore media items and must be set up
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Oracle Personalization For real-time customer analytics
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Chapter 8 - Page 4
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Recommendation flow discussed in this lesson.
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This business scenario and solution will be used as the basis for the Web Dynamic
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Chapter 8 - Page 5
Web Dynamic Recommendation Flow
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Web Dynamic Recommendation Flow
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Create Web Dynamic Recommendation Schedule Enter the basic campaign schedule
details
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Set OP Settings Select Oracle Personalization as the Recommendation type and set the
Filter, Context, and Base Data options
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Activate Schedule A schedule is active after approval
Display Recommendation on iStore An active schedule renders real-time
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recommendations in the specified placement when it executes
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Chapter 8 - Page 6
What is Personalization?
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What is Personalization?
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recommendations to Web customers.
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Oracle Marketing integrates with Oracle Personalization (OP) to enable real time product
The Benefits of Using OP:

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Optimal offer for each customer identified
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Customer experience is personalized
Recommending the best offers real time means improved Website revenues
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The Oracle Personalization engine first collects customer data by looking at customer profile
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(demographics, purchasing history) and customer behavior (browsing location, shopping cart
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content). It builds the statistical model to detect individualized customer patterns. It then
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provides real time offer recommendations based on historical data and the customers current
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Web browsing behavior.
The Oracle Personalization engine can
Recommend top item(s) which products is this online customer likely to purchase

Chapter 8 - Page 7
Recommend cross sell item(s) which products is the online customer likely to purchase
when the customer has already purchased a set of item(s)
Note: Marketers can create Web schedules both from the Campaign Workbench and using the
Campaign tab. See Oracle Marketing User Guide for information on creating Web schedules
using the Campaign tab.
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Chapter 8 - Page 8
Personalization Parameters
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Personalization Parameters
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Recommendations can be made by creating a Web campaign schedule from the Campaign
Workbench and using Oracle Personalization as the Recommendation Type.
The parameters to be defined include:
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Product Purchase History
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The default does not recommend products previously purchased by the customer. This can be
changed based on the nature of the products. For example, products that are durable, one-time
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purchases such as software, need not be recommended again.
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The default context includes customer profile information. Additionally, products in the
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shopping cart or products on the page browsed may be used as the context for the
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recommendations.
Base Data
The recommendation model is generated using all historical orders and select historical
navigational data. What the selections for 'Base Data' determine is if the customers particular

Chapter 8 - Page 9
session information and/or historical information should be a factor in making the
recommendation.
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Web Reports
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Reports icon
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attributes given the Web schedule type. Counts and ratios for impressions served, responses,
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click-throughs are displayed, both for anonymous and identified Web visitors.
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Chapter 8 - Page 12
Practice - Creating a Web Dynamic Recommendation Using
Oracle Personalization
Overview
In this practice, you will create a Web Dynamic Recommendation to recommend laser printers to
customers browsing the Product Details page for Standard Desktops.
Assumptions
Tasks
Entering the Basic Details for the Web Dynamic Recommendation Campaign
Schedule
Create a Web Dynamic Recommendation campaign schedule.
Selecting Personalization Settings
Enabling Oracle Personalization lets you create personlaized recommendations for your
customers. Set personalization settings based on the products on the page browsed by customers.
Associating Web Schedule to a Placement
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Select the relevant placement and the content item to be rendered in it.
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Submitting the Schedule for Approval and Activating it
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Chapter 8 - Page 13
Solution Creating a Web Dynamic Recommendation Using
Oracle Personalization
Entering the Basic Details for the Web Dynamic Recommendation Campaign
Schedule
2. Navigate to the Campaign Dashboard and click the Create Schedule link in the Shortcuts
bin.
Field Name Value

Template Web Dynamic Recommendation
Name XX Laser Printer Recommendation
Launch On A date within the parent campaigns Start Date
and End Date
Selecting Personalization Settings
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5. Navigate to the Offering mid tab and select Oracle Personalization as the Recommendation
Type.
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6. Select Products on Page Browsed as the Context option.
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Select Both Current Session and History as the Base Data option. U
8. Click (B) Save.
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Associating Web Schedule to a Placement
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Navigate to the Web Planner mid tab.
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Application
Field Name Value
iStore, iSupport, Partner Portal
Placement XX Printer Placement

Chapter 8 - Page 14
Field Name Value
Title Specify a suitable title for the display
Max Recommendations 1
11. Click (B) Save.
Submitting the Schedule for Approval and Activating it
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Summary
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Chapter 8 - Page 16
Executing an Email
Campaign Schedule
Chapter 9
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Executing an Email Campaign Schedule

Chapter 9 - Page 1
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Objectives
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Objectives
Identify the integration points for an e-mail survey
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Describe a Content Type, Cover Letter, and Query
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Explain Marketing/Scripting integration
Identify the steps for an e-mail to survey flow
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Set the repeating options for a schedule
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Create an e-mail schedule
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This business scenario and solution will be used as the basis for the repeating e-mail flow
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Chapter 9 - Page 4
Integration Points
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Integration Points
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Oracle Content Manager Central content repository to create and store cover letters
used in an e-mail campaign
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Oracle Scripting To create and deploy a survey. The survey can then be associated to an
e-mail campaign
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Oracle One-to-One Fulfillment For fulfilling e-mail (fax and print) schedules
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Agenda
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Chapter 9 - Page 6
Agenda
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Chapter 9 - Page 7
Setting Up Collateral Content
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Setting Up Collateral Content
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Marketing campaigns often require collateral content to be sent out to customers and prospects.
In Oracle Marketing collateral is any electronic marketing material fulfilled to customers
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through an automated process. This type of content is usually outbound and typically requires a
cover letter.
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Marketing collateral is stored in the Oracle Content Manager (OCM) repository.
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The advantages of a central repository are:
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Ensures consistent messages through all channels of execution
Integrity and usage of content is supervised
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Setting up folders privileges centralizes control over content. User access to folders is
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restricted based on access permissions granted

Chapter 9 - Page 8
Fulfillment Queries
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Fulfillment Queries
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An administrator creates a Fulfillment Query and associates it with a schedule template. An
administrator or a marketer creates a cover letter based on the template.
A query determines:
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Which database records meet the specified criteria
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Which fields of those records are retrieved. The retrieved data is merged via a template to
create customized e-mail for individual customers
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Seeded Queries for Marketing Campaigns
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Marketing Simple Query designed to retrieve basic customer information from AMS
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tables
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Marketing Detailed Query designed to retrieve extensive customer information from
OAMS tables
See Oracle Marketing Implementation and Administration Guide for the list of fields retrieved.
If seeded queries do not meet requirements, administrators can create custom queries.

Chapter 9 - Page 9
How Fulfillment Queries are Used
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Fulfillment Queries
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Chapter 9 - Page 10
Setting Up Content Types
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Setting Up Content Types
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administrator can modify the structure of a Content Type.
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Seeded Content Types are available in Oracle Marketing. However, based on requirements, an
Seeded Content Types

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Basic Fulfillment Cover Letter
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- Contains Body, Content Block, and Attachment attributes only
Fulfillment Cover Letter
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- Contains the complete structure including Header, Footer, Body, Content Block,
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and Attachment
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Content Type Attributes
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Content Group to define the channels to which this Content Type must be associated.
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Available channels are Email, Fax, and Print
Header would typically contain a company logo
Body to select a query to be used for mail merge fields in the body of a cover letter

Chapter 9 - Page 11
Content Block to select a Marketing deliverable that will be associated with the Content
Type. The deliverable contains the actual content that must go out to the customer. It is
created either as content in OCM or as an electronic deliverable in Oracle Marketing,
stored in OCM. Examples of deliverables are brochures, product data sheets, promotional
offers, and so on
Footer to select any static default footer content, which can be an image
Attachments to select a file attachment from the OCM repository
Attribute Properties
Display to determine if the attribute must be a part of the Content Type structure. For
example, if the Display check box is selected for a selected attachment, the attachment
will be included in the Content Type structure. When an e-mail cover letter is created
using this Content Type, the attachment will go out to customers with the e-mail.
Updateable if this property is set to Yes, then the attribute can be updated when actually
creating the cover letter. For example, if this property is Yes for a Content Block, the
Content Block can be updated at the time of creating the cover letter. If it is set to No, the
default set at the time of creating the Content Type will be used for the cover letter.
Required to indicate if the attribute must be included for a cover letter. For example, if
the Footer Block Required property is set to Yes, the Footer Block will be included in a
cover letter created using this Content Type.
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Chapter 9 - Page 12
Cover Letters
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Creating Cover Letters
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While content types provide a framework, cover letters represent the actual content that
will go out to customers
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The actual Header, Content Block, Body, Footer, and Attachments for a cover letter
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depend on the attributes and their properties defined for the content type on which this
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cover letter is based
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An administrator or a marketer can create cover letters at the time of campaign schedule
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creation. These cover letters are submitted for approval and approved in OCM
Note: Cover letters are also referred to as Content Items.
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Chapter 9 - Page 13
Practice - Creating a Content Type and Cover Letter
Overview
In this practice, you will create a Content Type that can be used by e-mail, print, and fax
channels. You will also create a Cover Letter of that Content Type.
Assumptions
Oracle Content Manager (OCM) is installed.
If the profile, IBC: Default Home Folder is not specified, /COMMON will be used as
the default folder.
Tasks
Creating a Cover Letter Content Type
Cover Letter Content Types provide a framework for marketing cover letters. Create a Content
Type for marketing use.
Creating a Cover Letter
Cover Letters are the actual outbound content for a marketing activity. Create a cover letter of
the Content Type you just created. The cover letter can later be associated as collateral to
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campaign schedules.
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Chapter 9 - Page 14
Solution Creating a Content Type and Cover Letter
Creating a Cover Letter Content Type
1. Log in to Oracle Marketing with the Oracle Marketing Super User responsibility.
2. Navigate to the Cover Letter Content Type page.
(N) Administration > Fulfillment > Content Type (B) Create.
Field Name Value

Name XX New Content Type
Status Active
Content Group Select Email and Fax
Header Header Block - select display check box,
Updateable is Yes, Required is No
Header Image - select display check box,
Query Marketing Simple Query
Footer Footer Block - select display check box,
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Footer Image - select display check box,
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Updateable fields must be set to No.
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Note: If you do not want the header and footer information to be edited by users, the
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4. Click (B) Apply.
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Creating a Cover Letter
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Navigate to the Cover Letter Summary page.
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(N) Administration > Fulfillment > Cover Letter.
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Select XX New Content Type from the Create drop-down list and click (B) Go.
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Complete the General region with the following data:

Chapter 9 - Page 15
Field Name Value
Name XX Common Cover Letter
Location /COMMON
8. In the Header region, select the necessary Content Block and Image.
9. In the Body region, enter necessary text and insert necessary merge fields.
10. In the Footer region, select the necessary Content Block and Image.
A user with Approve Item permission can approve the content item in OCM.
OCM recommends that approvers should also be explicitly assigned the Manage Item
and Read Item permissions to be able to perform their approval tasks effectively.
Since user mgrmkt has been given Approver privileges, the cover letter will be automatically
approved once the Submit button is clicked in the Preview Approval page. The cover letter status
will now be Approved.
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Agenda
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Chapter 9 - Page 17
Marketing Scripting Integration
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Helps marketers interact with customers and prospects
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Marketing managers can follow-up on the campaigns they design with a scripted flow of
interactions (either through the Web or a call-center).
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marketing-specific activities like event registration or lead creation.
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Scripts help in maintaining communication consistency
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When scripts are used to communicate with customers, the interactions are guided. This helps
ensure consistency in communication as the same message is communicated to different
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customers.
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Scriptings branching function enables personalized interactions with customers
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The branching functionality of Oracle Scripting enables marketing organizations to react
differently to the input of different customers based on their profile or on the answers they
provide to questions, and thus develop a personalized relationship with customers.
Scripts are enabled in Marketing via CTDs

Chapter 9 - Page 18
Click-through destinations (CTDs) can be enabled behind a banner on iStore, via an e-mail, or
even associated in direct marketing collateral. A list of customers can be invited to participate
in a survey campaign or directed to specific Web sites by visiting a defined URL.
Seeded scripts available for Marketing use
Seeded scripts are intended to be usable with minimum configuration and to be deployed as
either call center scripts or Web scripts. Some components or building blocks are also seeded
to allow customer identification and customer authentication.
See Oracle Scripting documentation for detailed information on the branching functionality.
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Chapter 9 - Page 19
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The high-level process flow is as follows:
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A script is created in Oracle Scripting with its Script Author component
applications
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The Script is deployed to the database in Oracle Scripting, making it available across
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A marketer selects and links a script to a campaign schedule (using click-through
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destinations for Web scripts)
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Customers responding to the schedule are walked through the script and the customers'
answers are collected
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Responses to scripts are available in the schedule operational reports
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Marketers can review and analyze the responses to the script that went out to customers

Chapter 9 - Page 20
Guided Demonstration - Viewing an Existing Survey Script
Responsibility: Scripting User
In this demonstration, you will use a seeded script and survey deployment to demonstrate what a
survey questionnaire is. To view the survey deployment:
1. Log in to the portal as mgrmkt/welcome.
2. Select (H) Survey Campaigns under Favorites.
3. In the survey Campaigns page, change the View to All Survey Campaigns.
4. Click (B) Go.
5. Locate the survey campaign Vision Customer Satisfaction Survey.
6. Click (I) Pencil.
7. In the Deployments region of the Update Survey Campaign page, click (I) Pencil of the
Vision Customer Satisfaction Survey deployment.
8. Click (H) Survey URL to launch the survey.
9. Click (B) Continue to navigate to subsequent pages of the survey.
10. Close the browser window after completing the survey.
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Note: Any survey that the URL launches within the Survey Admin or any other application
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will not have a campaign schedule or any Marketing object associated with it. Even if you
complete the survey here, no interaction will be logged against the campaign schedule to
which this survey is attached.
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Chapter 9 - Page 21
Agenda
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Chapter 9 - Page 22
E-mail to Survey Flow
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Chapter 9 - Page 23
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1. Create a schedule using the Email template
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2. Specify the frequency and duration for the schedule to repeat
3. Associate product to be promoted
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4. Create target group
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Create Cover Letter
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Specify click-through destination (CTD) for the survey
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7. Associate the survey script to the schedule from the Collaboration mid tab
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Submit schedule for approval
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Review operational reports after schedule executes, including survey responses data
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Each of these steps is described in the following slides.

Chapter 9 - Page 24
Creating an E-mail Schedule
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Chapter 9 - Page 25
Setting Repeating Options
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Setting Repeating Options
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The following examples demonstrate the need for repeating schedules:
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A repeating Up Sell schedule may need to run every quarter over the next two years to
our scenario).
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target new customers who buy or upgrade to a newly launched product (Laser printers in
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A company may need to send its newsletter to its customers on the 1st of every month
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until subscriptions last.
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A company may need to send e-mail reminders for the renewal of subscription to
newsletters for all the customers whose subscription is ending two months from today.
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Options to be defined when a repeating schedule is being set up:
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Time range
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Target audience
Repeating frequency

Chapter 9 - Page 26
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The product for the survey in our scenario is the Laser Printer
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The Offering functionality on the Campaign Workbench enables you to associate
products or product categories to campaign schedules
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A product should have been associated to the schedules parent campaign to be available
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for association with a schedule
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Note: Any content associated with a product is available as recommended content for
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association with a schedule. For example, if a product data sheet is associated with a product,
the data sheet is available to be associated as collaboration or collateral content for a schedule.
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Chapter 9 - Page 27
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purchased the target product.

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Chapter 9 - Page 28
Associating Collateral
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Content Types available depend on the channel of execution
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Components of the cover letter depend on the attributes defined for the associated
Footer, Attachments
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Content Type. The attributes for a Content Type can be Header, Body, Content Block,
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Queries enable personalizing the e-mail for each customer
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E-mail content can be entered as HTML or plain text
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Any necessary attachments can be included. Attachments are also stored and managed in
OCM. Live and approved versions are available to be associated to a schedule. Example:
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if a cover letter uses a cover title, it can be included as an attachment
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Note: Cover letters can be created at the time of schedule creation. However, these must be
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approved in OCM before the schedule can be approved and executed.

Chapter 9 - Page 29
Specifying CTD for the Survey
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Specifying CTD for the Survey
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Scripts and associated surveys are deployed and associated with specific campaigns and
schedules in Oracle Scripting. Scripts and surveys then become available to Marketing
campaign schedules.
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Chapter 9 - Page 30
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A cover letter is approved only after all its components are approved
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set up
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Active
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An Active schedule executes and repeats according to the repeating options set
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When the schedule executes, e-mails are sent to the target group members via Oracle
One-to-One Fulfillment
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Chapter 9 - Page 31
E-mail and Survey Reports
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E-mail and Survey Reports
To access schedule specific reports:
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Reports icon
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When the Web script is started as a response to this campaign schedule, it is recorded for
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tracking purposes.
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E-mail tracking is set up in Oracle One-to-One Fulfillment
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Note: You can view interaction history responses as part of the Marketing intelligence reports
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on the Home page.

Chapter 9 - Page 32
Practice - Creating a Repeating E-mail Schedule
Overview
In order to understand the needs of its customers, Vision Enterprises is running a repeating e-
mail survey to collect information on current usage and satisfaction rates.
Assumptions
The survey deployment Vision Customer Satisfaction Survey is seeded.
The Workflow Agent Listener concurrent request is enabled and running.
Tasks
Entering Basic Details for an E-mail Campaign Schedule and Setting the
Repeating Options
Create an e-mail campaign schedule and set it to repeat every month for the new members of the
target group.
Associate Lightning Laser Printer (CM76845) as the product you want to promote.
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Specifying Target Group Selections
Select the relevant customer segment and generate the target group.
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Associating the E-Mail Cover Letter and the Survey Script
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Cover letters for marketing use are stored and managed in Oracle Content Manager. Select and
associate the cover letter Satisfaction Survey Email Cover Letter. Associate the survey script
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using the Go to Web Script CTD action. Survey scripts are defined and managed in Oracle
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Scripting. Send a test mail to yourself.
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Submit the campaign schedule for approval.
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Verifying Fulfillment
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Oracle One-to-One Fulfillment fulfills marketing e-mail requests. Review the fulfillment request
for the test mail you have sent.

Chapter 9 - Page 33
Solution Creating a Repeating E-mail Schedule
Entering Basic Details for an E-mail Campaign Schedule and Set the Repeating
Options
2. Navigate to the Campaign Workbench and select the Create Schedule link from the
Shortcuts bin.
Field Name Value

Template Email
Name XX Laser Printer Satisfaction Survey
Purpose Customer Retention
Launch On Current date
End On 3 months from the Launch On date
4. Click (I) Repeats.
5. Click (H) Month.
6. Enter 1 in the Repeating Every field.

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7. Select the New Target Group Members option.
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Note: For each iteration of the campaign schedule execution, only new members of the
target group will be targeted.
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8. Click (B) Select.
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Click (B) Continue.
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10. Navigate to the Offering mid tab and click (B) Add Another Row.
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11. From the Product LOV, select Lightning Laser Printer (CM76845).
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12. Click (B) Save.

Chapter 9 - Page 34
13. Navigate to the Target Group mid tab.
14. Select Generate Using Advanced Option.
16. In the Selections region, select Segment in the Add field and click (B) Go.
17. Select the Laser Printer Customers (>3 Months) segment.
19. Click (B) Save.
Note: The Workflow Agent Listener concurrent request must be running for the list to
generate.
21. Click (B) Refresh List Status to update the list generation status. When the target list is
generated, the list status changes to Available and the following statistics are displayed for
the target list:
Total Records
Suppressed
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Duplicates Removed
Last Generated Date

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22. Click (B) Preview Entries to view the details of the members of the target group.
Associating the E-Mail Cover Letter and the Survey Script

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23. Navigate to the Collateral mid tab and click (B) Search.
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24. Select 11510_Content Type in the Content Types drop-down list and click (B) Go.
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25. Select Satisfaction Survey Email Cover Letter from the LOV and click (B) Select.
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26. Verify whether the Sender is fm_ads@oracle.com.
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27. Verify whether the Reply-to is fm_ads@oracle.com.
28. Enter the subject as Thank You for Your Laser Printer Purchase!
29. View the merge fields used in the salutation.

Chapter 9 - Page 35
To insert merge fields, place the cursor where needed in the cover letter body, select the
merge field and click <.
30. Click on the pencil icon to edit the body of the cover letter.
31. Select the text Click here and click the CTD icon in the toolbar.
32. In the Click-Through Details page, select the Go to Web Script action.
33. Search and select the survey deployment Vision Customer Satisfaction Survey.
You are associating the survey script to the campaign schedule here.
35. To preview the content of the cover letter, enter your mail id in the Send Test field and click
(B) Send Test.
You can also click (B) Preview in the collateral mid tab.
36. Click (B) Save.
Note: Before activating the schedule, ensure that the concurrent program AMS: Apply
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Fatigue Rules is running periodically (say every 5 minutes). This is necessary for the e-mail
the concurrent program:

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blast execution when fatigue rules are enabled. By default, fatigue rules are enabled. To run
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Log into Oracle Forms with the Oracle Marketing Administrator responsibility
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(N) Setup > Concurrent Requests
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Click (B) Submit a New Request
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Select the Single Request option and click (B) OK
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Enter the Name as AMS: Apply Fatigue Rules
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Click (B) Schedule and enter the following:
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Run the Job = Periodically
End At = one day after Start At, with the same timestamp
Re-run every = 5 minutes
Click (B) OK and then (B) Submit.

Chapter 9 - Page 36
Verifying Fulfillment
39. From the Navigator page, select the Oracle Marketing Super User responsibility.
40. Navigate to (N) Administration > Marketing > Fulfillment > History and review the
fulfillment request for the test mail you have sent.
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Chapter 9 - Page 37
Practice - Viewing E-mail Schedule Specific Report
Overview
You want to view the operational reports after an E-mail schedule executes.
Tasks
Viewing Reports for a Sales Schedule
Select the e-mail schedule and using its Reports icon, view performance and target tracking
details for the schedule.
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Chapter 9 - Page 38
Solution Viewing E-mail Schedule Specific Report
Viewing Reports for a Sales Schedule
1. Log in to Oracle Marketing with the Campaign Workbench Super User responsibility and
2. Click the Schedules List link in the Shortcuts bin.
3. Click the (I) Reports for the relevant E-mail schedule to view its operational reports.
The following information is displayed for the schedule:
Performance metrics
Target tracking details
E-mail specific details drill down to view click-through destination analysis
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Chapter 9 - Page 39
Summary
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Chapter 9 - Page 40
Executing a Follow Up Print
Campaign Schedule
Chapter 10
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Executing a Follow Up Print Campaign Schedule

Chapter 10 - Page 1
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Chapter 10 - Page 2
Objectives
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Objectives
Identify the integration points for a Direct Mail Print schedule
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Explain Marketing/One-to-One Fulfillment integration
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Define Fatigue Rules and explain their application
Preview fatigue to identify the best time to deploy a schedule
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Identify and describe the steps needed to create a Direct Mail Print campaign schedule
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This business scenario and solution will be used as the basis for the Direct Mail Print flow
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Chapter 10 - Page 4
Integration Points
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Integration Points
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Oracle Content Manager Central content repository to create and store cover letters
used in a Direct Mail Print campaign
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Oracle One-to-One Fulfillment For fulfilling Direct Mail Print (fax and e-mail)
schedules
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Agenda
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Chapter 10 - Page 6
Agenda
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Fulfillment.
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The next few slides will discuss the integration of Oracle Marketing and Oracle One-to-One
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Chapter 10 - Page 7
Marketing Fulfillment Integration
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For fax and e-mail schedules, the documents that go out to the customers can be HTML
files or Zip files containing an HTML file and an image
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Print documents can be RTF or PDF files
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RTF or PDF documents may be uploaded from your local machine as cover letters at the
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time of schedule creation
Documents can have Fulfillment Queries associated with them
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Merge fields can be entered in RTF files using the Microsoft Form Fields feature and in
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PDF files, they can be entered using the Form Tool feature
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Marketing collateral (or Deliverable) can be of any format DOC, XLS, PDF, and so on
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See Oracle One-to-One Fulfillment documentation for more details.

Chapter 10 - Page 8
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The high-level fulfillment process flow is as follows:
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Oracle Marketing enables selection of customers and content for fulfillment
about a particular fulfillment request

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Oracle Marketing calls the One-to-One Fulfillment APIs and passes the data required
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- In our scenario, the fulfillment request will submit content and labels for in-house
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printing
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One-to-One Fulfillment APIs process the request and return a request ID to Oracle
Marketing. The APIs format and place the request on an Advanced Queue to be picked
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up by the Fulfillment Server
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The Fulfillment Server monitors the Request Queue, and pulls the request from the queue
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The Fulfillment Server downloads the content and attachments from OCM and sends the
request on to the Print enablers. The content and the attachments are then printed (Oracle
Pasta for printing PDF documents) and can be dispatched to the customers

Chapter 10 - Page 9
Oracle One-to-One Fulfillment writes information about the request to Fulfillment
History and, if set up, to Interaction History. Entry against the party_id (customer) must
be written in the Interaction History for interaction tracking and reporting
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Chapter 10 - Page 10
Agenda
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The next few slides will discuss Fatigue Rules and their application.
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What are Fatigue Rules?
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What are Fatigue Rules?
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A fatigue rule defines the maximum permissible contacts with customers within a specified
time period. For example, Do not contact customers more than two times every month using
any channel.
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Time periods that can be defined include:
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Week 7 days
Month 30 days
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Quarter 90 days
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Year 365 days
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Benefits of Using Fatigue Rules
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If customers are not over exposed to noise, they will be more receptive when contacted
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Helps enforce marketing rules dictating customer contact limits
By strategically contacting customers, every dollar spent receives a better response rate,
thus increasing effectiveness
Enables setting up of central, enterprise wide rules

Global Fatigue Rules
Using Global Fatigue Rules, an absolute limit can be set on the number of contacts for a
specified time period.
For example, do not contact any customer more than four times a month by any channel.
Channel-Specific Fatigue Rules
Within the limits set globally, additional threshold can be specified for each channel. For
example, do not contact customers more than two times by e-mail.
If both Global and Channel-specific rules exist, the most restrictive is used. That is, first the
Channel-specific rules are considered. If further restrictions are needed, the Global rules will
apply.
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Applying Fatigue Rules
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Applying Fatigue Rules
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Marketers have the following functionality available to them.
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Schedule-Level Preview
target group against each date in a given target date range.

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This functionality uses the historical fatigue counts tracked to date for each member of the
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Fatigue Rules Override Option
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Fatigue Rules can be overridden for non-promotional schedules. The need for overriding
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fatigue rules is based on two key requirements.
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Not all communication is fatiguing such as those requested by a customer, as when
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subscribing to a newsletter. Other examples could be purchase confirmation or event
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registration e-mail.
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Not all communication is optional such as communication for contract renewals, product
recalls, or important product launches.
Tracking and Reporting Fatigue
The system tracks each contact for a customer.

Customers who have not crossed the set fatigue threshold will be contacted when a schedule
executes. The customers contact count will then be incremented by one.
Schedule Targeting History and Channel Targeting History reports are available for fatigue and
targeting performance analysis.
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Fatigue Rules Execution
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Fatigue Rules Execution
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Fatigue rules are applied when the target group is created at the time of schedule execution.
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Practice - Defining Fatigue Rules and Verifying Usage
Overview
As the Marketing Manager for Vision Enterprises, to prevent customer fatigue, you want the
global ceiling for the number of Marketing contacts allowed to be set at 12 per year and the
number of e-mail contacts to be set at not more than two per month.
You also want to ensure that you target the maximum number of customers, before you execute a
campaign schedule to remind customers to renew their annual service contract.
Assumptions
Vision seeded data is available.
Tasks
Defining Global and Channel-Specific Fatigue Rules
Navigate to the Audience Administration Dashboard and create the following fatigue rules:
A global rule to restrict marketing contacts to 12 per year
A channel-specific rule to restrict e-mail contact to not more than 2 per month
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Previewing Fatigue for a Campaign Schedule
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Select the e-mail campaign schedule planned to remind customers to renew their annual contract
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and preview the fatigue information. This information will help you decide if an optimum
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number of targets can be contacted in the planned schedule time frame.
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Solution Defining Fatigue Rules and Verifying Usage
Defining Global and Channel-Specific Fatigue Rules
1. Log in to Oracle Marketing with the Audience Super User responsibility.
2. Navigate to the Audience Administration Dashboard.
3. Click (H) Fatigue Rules Setup.
4. In the Global Rules region, enter 12 as the Global Contact Limit.
5. Select Per Year from the drop-down list.
6. In the Restrictions by Channel region, enter 1 as the Maximum Contact and Per Week as the
Time Frame.
7. Click (B) Save.
8. Click (B) Apply to return to the Audience Administration Dashboard.
Previewing Fatigue for a Campaign Schedule
9. In the Navigator page, select the Campaign Workbench Super User responsibility and
10. Click (H) Schedules List.
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11. Select Annual Service Contract Renewals campaign schedule and navigate to the Target
Group mid tab.
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12. In the Options region, ensure that the Fatigue Rules Enabled check box is selected.
13. Click (B) Preview Fatigue.

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14. Observe the Projected Available and Projected Fatigued columns.A
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Projected fatigue entries are those members of the target group whom other schedules are also
targeting for the same channel on or before the schedules launch date.
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If many members of the target group are listed as fatigued, it is advisable to reschedule a
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campaign schedule to reduce the effect of fatigue on target group members.
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Agenda
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The next few slides will discuss a follow up wave campaign flow using the Print channel.
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Follow Up Print Mail Flow
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Follow Up Print Mail Flow
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1. Create a schedule using the Print - Direct Mail template
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2. Create target group of responders to an e-mail survey - use the seeded Follow Up
Responders template
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3. Ensure Fatigue Rules are enabled. They can be enabled or disabled as a List Option
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4. Preview Fatigue to select the best time for the campaign schedule
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5. Create or select PDF/RTF content and download recipient information for labels
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6. Submit schedule for approval
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Creating a Direct Mail Print Schedule
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Creating a Target Group
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The target group for the follow up campaign schedule will be a segment consisting of the
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customers who responded to an earlier e-mail survey. The schedule will repeat based on
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the frequency of repeat that has been defined. Every iteration of the campaign schedule
will target customers who responded to the survey since the last iteration.
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Using the Follow Up Responders seeded list template is following the Standard method
(NLQ).
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of list creation. The selection conditions are specified using the Natural Language Query
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Fatigue Rules are enabled by default. They can be overridden in the List Options region
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of the Target Group mid tab.
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Note: You can select a Deduplication Rule as a List Option to override the default seeded rule.
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Deduplication rules are used to remove duplicate entries from the target list.
See Lesson Administering and Managing Audience for information on list creation methods.

Previewing Fatigue
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Previewing Fatigue
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start date:
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The fatigue projection is done for 14 days. The preview date range depends on the schedule
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When the schedule start date is a future date, the preview date range is between schedule
start date - 7 to schedule start date + 7.
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When the schedule start date is the current date, the preview date range is between the
current date and current date + 14.
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You can drill down on Projected Fatigued Count to view the list of schedules that are fatiguing
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customers and how many members each schedule can potentially fatigue.
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Note: Drill-down access to schedules is determined by team security settings at the schedule
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level. Confidential schedules will be displayed only if you have access to them.
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Cover letters can be created at the time of schedule creation. However, these must be
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approved in OCM before the schedule can be approved and executed.
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To insert query tags, use Form Tools for PDF documents and Microsoft Words Form
Fields for RTF documents.
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Recipient information can be downloaded into .csv files and used with external programs,
such as Microsoft Word, to create and print labels.
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Note: A test print can be sent to the printer for verification, before the campaign schedule
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executes for all the members of the target group.
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Setting Up Printing
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Setting Up Printing
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Fulfillment Server
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A multi-threaded Java server processes fulfillment requests by de-queuing the request from an
APIs to place fulfillment requests in the queue.

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Advanced Queue. Oracle Marketing (and other E-Business Suite applications) uses Fulfillment
Print Server
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Receive requests from Fulfillment Servers for printing and direct the requests to the output
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devices, such as RightFax or Pasta printers.
Note: High Quality Printing with Pasta Printers can be used only to print PDF or RTF
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documents. For other documents, such as text or HTML documents, use RightFax printing.
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A cover letter is approved only after all its components are approved
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set up
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Active
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An Active schedule executes and repeats according to the repeating options set
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When the schedule executes, a printing request is sent to Oracle One-to-One Fulfillment
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Practice - Creating a Direct Mail Print Campaign Schedule
Overview
For customers who responded to an earlier e-mail satisfaction survey, Vision Enterprises wants
to follow up with a direct mailer discussing accessories and support options for laser printers.
Assumptions
The Workflow Agent Listener concurrent request is enabled and running.
Tasks
Entering the Basic Details for a Followup Print Campaign Schedule
Create a campaign schedule using the Print - Direct Mail template.
Create and generate the target group for the schedule. Use the Advanced option and base the
target group on the customer segment containing the respondents of the earlier e-mail survey.
Associating a Cover Letter
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Select and associate a cover letter for the print schedule. Also associate a printer that will be used
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for fulfilling the print schedule. Optionally, you may print a test copy of the cover letter.
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Submit the campaign schedule for approval. When approved, the schedule is executed on the
Launch Date.
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Downloading Data for Printing Labels
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After the schedule is approved and is in the Active status, generate customer contact labels for
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the target group entries, and download the recipient data into a .csv file. You can print the labels
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using external programs, such as Microsoft Word.
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Solution Creating a Direct Mail Print Campaign Schedule
Entering the Basic Details for Followup Print Campaign Schedule
1. Log in to Oracle Marketing with the Campaign Workbench Super User responsibility and
navigate to the Campaign Workbench.
2. Click Create Schedule from the Shortcuts bin.
Field Name Value

Template Print Direct Mail
Name XX Followup Survey Responders
Purpose Customer Retention
Launch On A week from today
End On A day after the Launch On date.

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In the Selections region, select Segment in the Add field and click (B) Go.
9. Select the Laser Printer Survey Responders segment.

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10. Click (B) Save.
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Note: The Workflow Agent Listener concurrent request must be running for the list to
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generate.
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the target list:

Total Records
Suppressed
Duplicates Removed
Last Generated Date
13. Click (B) Update Entries to view the details of the members of the target group.
14. In the Options region, click (B) Preview Fatigue.
Previewing fatigue helps you determine if an optimum number of customers are

available to target. Projected Counts may be used to adjust the start date to optimize
targeting.
Associating a Cover Letter
15. Navigate to the Collateral mid tab, and click (B) Search.
16. Select Vision Print Cover Letter as the Content Type and click (B) Go.
17. Select the Print_Letter option.
You must have necessary permissions to Oracle Content Manager (OCM) folders in
which cover letters are stored.
18. Click (B) Select.
19. Select a printer to print.
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Note: To view printers in the Printer drop-down list, they must be set up in Oracle One-to-
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One Fulfillment.
20. Click (B) Save.

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Downloading Data for Printing Labels
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23. Navigate to the Collateral mid tab.
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24. In the Actions region, select (B) Generate.
25. After the customer contact labels are generated, click (H) Download .csv.

26. Save the downloaded data.
Although many versions of a content item may exist in OCM, when the content associated with a
schedule is fulfilled, the live version is used.
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Summary
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Executing a Telemarketing
Campaign Schedule
Chapter 11
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Executing a Telemarketing Campaign Schedule

Chapter 11 - Page 1
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Chapter 11 - Page 2
Objectives
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Objectives
Identify the integration points for a telemarketing campaign
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Use Predictive Analytics to generate an optimal list
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Create a telemarketing campaign schedule
Define Marketing metric calculation types
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Associate metrics to a campaign schedule
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Describe how a telemarketing schedule is executed
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Chapter 11 - Page 3
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schedule flow discussed in this lesson.
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Chapter 11 - Page 4
Telemarketing Schedule Flow
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Chapter 11 - Page 5
Integration Points
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Integration Points
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Oracle Data Mining To perform real-time predictive analytics and generate an optimal
list of customers to target
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Oracle Content Manager Central content repository to create and store collateral used in
the telemarketing campaign
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Oracle TeleSales To follow up the target list members with calls
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Chapter 11 - Page 6
Agenda
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Chapter 11 - Page 7
Agenda
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to predict product propensity.
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Chapter 11 - Page 8
What is Predictive Analytics?
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What is Predictive Analytics?
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which customers are most likely to:
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You can use Data Mining to predict customer behavior for a variety of purposes. For example,
Respond to your marketing campaigns

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End their relationship with your organization
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Purchase a particular product
Be profitable to you
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Chapter 11 - Page 9
The Generic Data Mining Process
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The Generic Data Mining Process
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Building a model
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A model is a set of rules that can be used to predict the value of a specific customer attribute,
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based on the known values of other attributes. Building a model involves using data mining
algorithms to create a set of rules based on the training data that is supplied. The training data
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is historical information about existing customers, such as their income, age, gender, responder
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to a mail campaign, and so on.
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In Oracle Marketing, the Nave Bayes algorithm is used to predict the binary outcomes of a
target field. This algorithm can, however predict binary or multi-class outcomes.
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Evaluating model results
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Three reports are available to evaluate the accuracy of the models and make adjustments to the
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training data that will improve the performance and predictive power of the model. These
reports are:
Lift Chart
Performance Matrix

Attribute Importance Chart
Scoring target population
In the scoring process, a model is used to predict the future behavior of a target population. The
score assigned to a customer indicates the likelihood that the customer will exhibit a particular
behavior.
Viewing scoring run results
The scoring run results are presented as a continuous range of deciles, and each decile has an
associated percentage range (say, 80% - 89.99%). The percentage indicates the likelihood that
the customers within a particular range will exhibit the target behavior.
Generating a list
The decile ranges allow you to narrow your target population and you can generate a list by
selecting only those customers who exhibit the desired behavior.
You can also perform an Optimal Targeting Analysis to further help you generate an optimal
list of customers based on your ROI and profits and who fit within your budget limits.
Associating list to a campaign schedule
You can associate the generated optimal list to a campaign schedule as its target group.
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Data Mining Models
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Data Mining Models
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Response models
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Used to predict which customers and prospects are most likely to respond to a specific
marketing activity.
Loyalty/Retention model
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Used to predict which customers are likely to end their relationship with your organization.
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Product Affinity model
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Used to predict the likelihood of a customer purchasing a particular product or products from a
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particular product category. The customers past purchasing patterns are analyzed to predict the
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customers affinity for a product.
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Customer Profitability model
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Used to score customers and prospects to predict which ones are likely to be profitable.
Custom model

Used to predict any type of customer behavior within the Oracle Customer Mode (TCA) or a
user-defined data source. The target behavior must be based on a data attribute that is binary
(yes or no) in nature.
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Building a Model
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Building a Model
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Data Source
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A data source consists of a flexible set of customer attributes that are evaluated by the data
behavior (yes or no).

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mining engine. The data mining engine determines which attribute correlates with the target
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Oracle Marketing provides two seeded data sources for each model type TCA Persons for
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B2C models and TCA Organization Contacts for B2B models.
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Users can extend out-of-the-box data sources to create their own user-defined data sources. For
example, users can create a data source that references their existing financial data mart.
Target
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A target field is a column in the data source that represents the customer behavior you are
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trying to predict. For example, in a user-defined data source, home ownership may be mapped
to a column named Own_Rent_Flag. The column may have the binary value Yes for a
customer who owns a home and the value No for a customer who rents a home.
Training Data

The input data set from which to learn and build the model is training data and the process of
learning is referred to as training the model. Training data should consist of members whose
characteristics closely resemble the target population that will be scored using the model and
whose behavior and responses are known.
Input data is 70% of the training data set and test data is 30%. The test data is used to validate
the relationships and patterns discovered to determine the effectiveness of the model.
Different types of models are trained on different subsets of attributes and depend on the target
audience.
Examples
A Product Affinity model will analyze a customers past purchasing patterns for a product to
predict the customers affinity for the product.
A customer profitability model will examine the customers financial attributes, role and
department at work, and whether the customer is a decision maker.
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Evaluating Model Results
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Evaluating a Model
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The set of rules created during the model build is applied to the test data. The actual value of
the target field for the test data is compared to the predicted value to determine the accuracy
levels and model effectiveness.
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Lift Chart
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A graphical representation of the benefits of using the predictive model to intelligently
contacting a select portion of the target population as opposed to targeting the entire population
at random.
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Performance Matrix Report
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Provides statistical insight into the accuracy of the model. It provides record counts and
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percentages that rate the predictions made by the model against what actually occurred within
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the test data.
Displays the importance of attributes in determining the target field value. It tells you which
customer attributes have the most significant effect on the predictive capability of the model.

Improving Model Results
To improve the predictive power for a model, you can:
Increase the size of the training data set
Improve the quality of the data by ensuring that not too many required attributes are
missing
Get data with characteristics as close as possible to the target population.
Split the target population and build multiple specialized models. For example, if there
are two laser printer types a high-end Type A and a simple Type B - Type A may be
preferred by large B-2-B customers and Type B may be preferred by small B-2-B
customers. Users may then build separate Product Affinity models for each laser printer
type, based on the printers capabilities and cost.
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Scoring a Target Population
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Scoring a Target Population
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The scoring process:
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Looks at the data mining attribute values for each member (customer or prospect) record
of the target population
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Scores each record based on how likely that member is to exhibit the target behavior
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Divides the target population into 10 groups called deciles based on the score given to the
record
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Deciles are ordered from the highest to the lowest probability of displaying the target behavior.
Customers or prospects in the first decile are most likely to exhibit the target behavior, and
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those in the last decile are least likely to do so.
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Groups most likely to exhibit the target behavior can be selected to generate a list.
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For Response and Product Affinity models, an optimal targeting analysis may be performed to
additionally take care of costs and budget constraints.

Optimal Targeting Analysis
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Optimal Targeting Analysis
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If there are costs or budget constraints for marketing activities, the build results from a
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model may not be adequate for arriving at an optimal target list. You can then use the
Optimal Targeting Analysis functionality.
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Optimal Targeting Analysis can be performed for Response and Product Affinity Models
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where targeted customers will place orders and costs and revenues can be easily
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identified per customer.

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However, for Loyalty/Retention and Customer Profitability models customers do not
place orders, so identifying costs and revenues for them is not possible. The purposes of
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these models are to identify profitable customers or arrive at marketing strategies to build
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Process Flow for Product Affinity Model
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Process Flow for Product Affinity Model
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The steps:
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1. Select training data for the model
Select Product Category/Product
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Select data source - Use the Seeded data source (B2B: Product Affinity) or a user-defined
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data source
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Create and Build a Product Affinity Model
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Evaluate Model results
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Make changes to improve effectiveness use Lift Chart, Performance Matrix, and
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Create a scoring run
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Select the data for the scoring run
Score a target population
5. Perform Optimal Targeting Analysis

6. Generate optimal list
Associate list to a telemarketing schedule
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Agenda
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Creating a Telemarketing Schedule
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Creating a Telemarketing Schedule
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The product being promoted in our scenario is laser printers.
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Associating content and scripts to campaign schedules have been discussed in the Lesson
Executing a Repeating Email Campaign Schedule.
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TeleSales agents will call prospects using the supporting collaboration content that are sent out
to them.
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Agenda
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The next few slides will discuss the metrics functionality.
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Defining Tracking Metrics
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organized into a hierarchy.
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Summary Hierarchy enables metrics of similar categories for a marketing object to be
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Rollup Hierarchy enables metrics from lower level marketing objects, such as campaign
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schedules, to be rolled up to parent and grandparent objects, such as campaigns and programs.
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During the metrics refresh process, the following actions occur:
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Actual values for all function metrics are refreshed based on information from the Oracle
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E-Business Suite. For example, the actual value of the seeded function metric for
Responses Count is refreshed based on the total number of campaign response records
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within the Interaction History table for each campaign source code.
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Forecast and actual values for all summary metrics are refreshed based on their
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subordinate metrics in the summary hierarchies.
Forecast and actual values for all rollup metrics are refreshed based on their child metrics
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in the rollup hierarchies.
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If the optional Update History parameter is enabled, the previous period's metric values
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are copied to the Metrics History table to allow for historical analysis.
See Lesson Implementing Common Marketing Components for information on setting up
metrics.

Metric Calculation Types
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Metric Calculation Types determine how forecast and actual values are entered into the system.
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Function Metrics are associated with Marketing objects at the lowest level in the hierarchy,
such as campaign schedules and event schedules.
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Summary metrics may have subordinate metrics of any type summary, manual, roll up, or
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function. Example: The direct costs and indirect costs metrics for a campaign can be
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summarized as the Total Cost for the campaign.
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Roll up metrics are calculated across marketing objects. Example: All the cost metrics for
campaign schedules will roll up to the parent campaign, and all the cost metrics for the
campaigns may roll up to the parent program.
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Formula metrics are defined using relevant metrics and operators.
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Example of a formula metric:
Response Rate = Number of Responses / Target Group Size
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If the Number of Responses is 10 and the Target Group size is 100, then the Response Rate =
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10 / 100 or 1.
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Metrics Hierarchy An Example
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Metrics Hierarchy
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Metrics from campaigns and events roll up to a program.
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Associating Metrics to a Schedule
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When a marketing object, such as a campaign schedule, is created, all associated metric
templates are searched to generate a composite list of metrics to be assigned to the object.
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A user enters the forecast values for a metric. After the schedule executes, these forecast values
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are compared to the actual values to measure the effectiveness of the campaign.
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Summary Metrics
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Summary metrics may have subordinate metrics of any type (summary, manual, function).
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Summary metrics are automatically assigned to a Marketing object when any subordinate
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Summary metrics must have the same category, display type, and aggregation type as all its
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child metrics.
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Rollup Metrics
Manual and function metrics are assigned to a rollup metric so that results can be totaled and
propagated to the parent object.
Values cannot be entered; they are totaled from the child level up.

Rollup metrics must have the same category, display type, and aggregation type as all its child
metrics.
Manual Metrics
Each manual metric can be assigned to an object multiple times. A transaction date and
description distinguishes each entry.
Optionally, a manual metric can be assigned to a summary metric for totaling within the same
object. Automatically, the summary metric is also assigned to the object.
Optionally, a manual metric can be assigned to a rollup metric, which totals at the parent
business object level.
Function Metrics
For function metrics, the actual values are automatically calculated. Function metrics execute
the associated PL/SQL stored procedure and the value returned is the actual value for the
metric.
Each execution of the function calculates and updates the actual value for a single activity.
This method makes execution very slow when processing thousands of metrics.
For cost and revenue metrics, the actual value is in the default currency.
Formula Metrics
Formula metrics calculate composite values from other metrics defined for the same object
type.
When a formula is added to an object, the relevant metrics are automatically added to the
object.
Formulas can perform basic mathematical calculations, including addition, subtraction,
multiplication, and division, along with a parentheses for grouping.
A formula is defined with a unique name for a particular object type so that the calculations are
consistent throughout the system for the same formula. Formulas can also be defined
generically for object type Any.
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The sources of variables for formula metrics of type Any are either categories or summary
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and rollup metrics. For example, to define the ROI formula of type Any the source values
can be defined as the categories Cost and Revenue, then the ROI formula can be attached to all
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supported marketing objects, because there are no object-specific dependencies.
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Practice - Creating a Telemarketing Schedule Based on
Propensity to Purchase with Optimal Targeting
Overview
To expand its install base, Vision Enterprises plans to run an analytics model to predict
propensity of new prospects for purchasing laser printers. The model is based on the purchase
pattern of existing customers. Using the results from this exercise, Vision Enterprises will
increase the effectiveness of lists passed to TeleMarketing for its call blitzes.
Assumptions
The concurrent program, Workflow Background Process with Item Type = AMS Data
Mining Build/Score/Preview, is running in the background.
Tasks
Creating a Product Affinity Model
Create a Product Affinity Model using the target B2B: Product Affinity.
Defining Training Data and Building the Model
Define training data, build and generate the model.

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Viewing Model Results
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After the model is successfully built, view the Lift Chart, Attribute Importance Chart, and
Performance Matrix to review the results of the model build.
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Creating and Generating Scoring Run
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Define a scoring run for the model you have built, and generate it immediately.
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Viewing Scoring Run Results
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The Decile chart indicates the distribution of prospects in different deciles based on their
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propensity to purchase a laser printer. View the Deciles chart for the scoring run to decide on the
groups to include in the target list.
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Defining Optimal Targeting Criteria
To define the optimal targeting criteria, enter the Fixed Cost, Margin per Order, and Cost per
Contact data. Also, plot the Return on Investment chart.
Generating an Optimal Targeting List
Based on the results for optimizing Return on Investment, generate an optimal targeting list.
Creating a TeleMarketing Campaign Schedule
Navigate to the Campaign Workbench and create a Telemarketing campaign schedule. This
schedule will use the optimal targeting list you have generated as its target group.
Selecting the Selling Product
Associate the Lightning Laser Printer product to the telemarketing schedule.
Generate the target group based on the optimal targeting list (with high propensity to purchase)
you have generated.
Associating Collaboration Content
Associate the product data sheet for laser printers as collaboration content. Collaboration content
is used internally, mainly by the telemarketing agents.
Associating Metrics
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Metrics (costs, revenues, other metrics) are associated to schedules for tracking purposes. Define
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the forecast values for the Direct Cost, Contact Group, and Responses metrics.
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Submitting the Campaign Schedule for Approval and Activating it
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Solution Creating a Telemarketing Schedule Based on
Propensity to Purchase with Optimal Targeting
Creating a Product Affinity Model
2. Navigate to the Model creation page.
(N) Analytics > Models > (B) Create.
Field Name Value

Model Name XX_Laserjet_Product_Affinity
Model Type Product Affinity
Audience Organization Contacts
Target B2B: Product Affinity
Defining Training Data and Building the Model
5. Navigate to (H) Training Data.
6. In the Target Product region, select the following product:

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Category Name = Products/Computer/Hardware/Printers, Scanners, Copiers
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Product Number = MKT007007
Product Name = Lightning Laserjet XL Printer
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In the Selection region, select the list Laserjet Product Affinity Training Data.
8. Click (B) Update.

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Navigate to (H) Build and select the Generate Immediately option.
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Note: The concurrent program Workflow Background Process with Item Type = AMS Data
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Mining Build/Score/Preview must be running for the build to succeed.
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Viewing Model Results
11. Navigate to (H) Results.

12. View the Lift Chart. It displays the benefit or gain of using the model.
13. View the Attribute Importance Chart. It displays the attributes with high predictive power in
determining the target.
14. View the Performance Matrix. It displays the statistical validity of the model.
Creating and Generating a Scoring Run
15. Navigate to (T) Analyics > Scoring Runs.
17. Define the Scoring Run name as XX_Laserjet_Product_Affinity.
18. Select the model XX_Laserjet_Product_Affinity.
20. Navigate to (H) Selections and select the list Laserjet Product Affinity Scoring Run List.
22. Navigate to (H) Score.
23. Select the Generate Immediately option.
Note: The concurrent program Workflow Background Process with Item Type = AMS Data
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Mining Build/Score/Preview must be running for the scoring to succeed.
Viewing Scoring Run Results

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25. After the scoring run is successfully generated, navigate to (H) Results > Deciles and view
the Deciles chart.
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Defining Optimal Targeting Criteria
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26. Navigate to (H) Optimal Targeting.
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27. Enter the following information:
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Fixed Cost = 1000
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Margin per Order = 5
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Cost per Contact = 1
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28. Plot the Return on Investment chart.
29. Optionally, view the Profit chart.

Generating an Optimal Targeting List
30. Define a name for the list as XX_Call_Blitz_Optimum_List.
Typical customer contact columns, such as First Name, Last Name, Address1, and
Address2 from the Orders Data Mart should have been mapped to the list entries for the
list to generate successfully.
Creating a TeleMarketing Campaign Schedule
32. From the navigator page, select the Campaign Workbench Super User responsibility and
33. Click (H) Create Schedule.
Field Name Value

Template Telemarketing
Name XX Laser Printer Call Blitz
Source Code XXLPCB
Purpose General Purpose
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Launch On A week from today
End On A month from the Launch On date
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Objective
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Enter a suitable objective for the schedule
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Selecting the Selling Product OA
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36. Navigate to the Offering mid tab.
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38. Select the product, Lightning Laser Printer.
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39. Click (B) Save.
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43. In the Selections region, select List in the Add field and click (B) Go.
44. Select the list XX_Call_Blitz_Optimum_List, which is the optimal targeting list you have
created.
45. Click (B) Save.
the target list:
Total Records
Suppressed
Duplicates Removed
Last Generated Date
48. Click (B) Preview Entries to view the details of the members of the target group.
Associating Collaboration Content
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49. Navigate to the Collaboration mid tab.
50. Click (B) Add another Row.

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51. Select Content as the Type.
52. Search and associate a content item.

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You can select Lightning Laserjet XL Datasheet or Lightning Laserjet XL FAQ.
53. Click (B) Save.

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Associating Metrics
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54. Navigate to the Tracking mid tab.
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55. Expand the Costs hierarchy as follows:
Costs > Total Cost > Total Direct Cost
56. Define the Forecast value for Direct Cost as 10000

57. Select Metrics Hierarchy and click (B) Go.
58. Expand the Metrics hierarchy as follows:
Metrics > Total Target Group > Total Contact Group
59. Define the Forecast value for Contact Group as 200.
60. Expand the Metrics hierarchy as follows:
Metrics > Total Responses
61. Define the Forecast value for Responses as 30
62. Click (B) Save.
Observe that the forecast value for the Cost per Response metric is automatically
updated.
Submitting the Campaign Schedule for Approval and Activating it
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Agenda
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telemarketing schedule execution.
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The next few slides will discuss how Oracle Marketing and Oracle TeleSales integrate for the
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Executing the Telemarketing Schedule
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Executing the Telemarketing Schedule
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Note: The TeleSales agent can also send physical or electronic collateral to the customers or
prospects. The collateral can be created and associated to the Telemarketing schedule in Oracle
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Marketing. Physical collateral is tracked in Oracle Inventory and shipped through Oracle Order
Management. Electronic collateral consists of the Cover Letter and other electronic files
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Practice - Assigning Campaign Lists to Telemarketing Agents
Overview
In this practice, you will assign target group lists - generated by marketing campaigns - to call
center telemarketing agents.
Tasks
Assigning Campaigns to Telemarketing Resources
Assign target groups associated with Oracle Marketing telemarketing campaign schedules to
specific call center agents.
Assigning Telemarketing Resources to Campaigns
Alternatively, associate marketing campaigns to telemarketing agents using the Agent

Assignments page.
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Solution Assigning Campaign Lists to Telemarketing Agents
Assigning Campaigns to Telemarketing Resources
1. Log in to Oracle TeleSales with the TeleMarketing Agent responsibility.
2. Navigate to the Campaign Assignments page.
(N) Administration > Sales > Call Center > Campaign Assignments.
3. In the Assign To region, select the Resources option and click (B) Go.
4. In the Resources page, search and select the resources you want to assign.
5. Click (B) OK.
6. Click (B) Apply.
7. In the Current Campaign Assignments region, click (B) Add Campaign.
8. Search and select the campaigns whose lists must be assigned to the selected resources.
Assigning Telemarketing Resources to Campaigns
10. Navigate to the Agent Assignments page.
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(N) Administration > Sales > Call Center > Agent Assignments.
11. In the Resource Assignment region, click (B) Go.

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12. Search and select the Campaign you want to assign.
13. Click (B) OK.

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15. In the Current Resource Assignments region, click (B) Add Resource.
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16. Click (B) Go in a new row.
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17. Search and select the resource you want to assign to the selected campaign.
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Marketing Performance Analysis
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To access schedule specific operational reports:
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Reports icon
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Practice - Viewing Telemarketing Schedule Reports
Overview
You want to view the operational reports after a Telemarketing campaign schedule executes.
Tasks
Viewing the reports for a Telemarketing Schedule
From the Schedules List on the Campaign workbench, select the Telemarketing schedule and
click its Reports icon to view the reports for the schedule.
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Solution Viewing Telemarketing Schedule Reports
Viewing the Reports for a Telemarketing Schedule
2. Navigate to the Campaign Dashboard and click the Schedules List link in the Shortcuts bin.
3. Click the Reports icon for the Telemarketing schedule for which you want to view reports.
You can select the Telemarketing schedule XX Laser Printer Call Blitz.
Performance metrics for the schedule and Target Tracking History details are displayed.
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Summary
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Planning and Executing
Marketing Events
Chapter 12
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Planning and Executing Marketing Events

Chapter 12 - Page 1
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Chapter 12 - Page 2
Objectives
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Define Marketing Events
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Describe the Events process flow
Identify the activities in each phase of the Events flow
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Create Events and Event Schedules

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View Events related intelligence on the Home page
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Chapter 12 - Page 3
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This business scenario and solution are used to demonstrate an Events flow.
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Marketers can create events and associate event schedules with each event. Each event
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schedule may represent a road show conducted at a single or multiple venues.
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Chapter 12 - Page 4
Integration Points
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Integration Points
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Oracle Content Manager - To store all cover letters for event invitation and post
invitation communication
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Oracle Scripting - To enable integration of scripts with outbound or Web marketing
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activities. Scripts can be used for self service event registrations
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Oracle Telesales - To enable participants to call in to register for an event
Oracle One-to-One Fulfillment - To execute e-mail communication
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Chapter 12 - Page 5
What are Events?
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What are Events?
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Events are high touch marketing activities that are used to communicate product/service
information with prospects and customers. Events are also used a tool for brand building and
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product promotions. Registration and lead generation are based on the event setup.
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Chapter 12 - Page 6
Events in the Objects Hierarchy
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Events in the Objects Hierarchy
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Events are often hierarchical structures, and can be divided by geography, by product, or
by marketing channel
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Associating events to a program is optional and may be driven by your business
requirements
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A One-Off Event is a quick and easy way to create an event that takes place in one venue
and only once. For example, the marketing team of an organization decides to participate
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in a computer trade show in San Francisco to introduce their laser printers
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Events can also be campaign schedules of type Event
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Chapter 12 - Page 7
The Events Process Flow
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Chapter 12 - Page 8
Planning an Event
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Planning an Event
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When an Event is marked as confidential, only the owner and team members can access it. Non
team members can be given limited read-only access by setting the Event to be non
confidential.
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Creating an Event
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Responsibility Oracle Marketing Super User
(N) Event > Events > (B) Create
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Note: You can update the Currency field until the Event gets the budget approval.
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Chapter 12 - Page 9
Planning an Event
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Planning an Event
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Associating a Product
(N) Event > Events > (H) Event Name > Product
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Associating a Budget
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(N) Event > Events > (H) Event Name > Budget
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Funds from budgets are used to finance events. When an event is submitted for budget
approval, the approval is based on the approval rules setup by the administrator.
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Rules.
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Defining a Message
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(N) Event > Events > (H) Event Name > Message
Messages are used to position a product and conveys the general essence of the event.
Example: Know More, Do More, Spend Less with Oracle Applications.

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Associating Costs, Revenues, and Metrics
(N) Event > Events > (H) Event Name > Costs and Revenues
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(N) Event > Events > (H) Event Name > Metrics
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Forecasted and actual costs, revenues, and metrics can be entered for tracking and reporting.
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Associating Event to a Category
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(N) Event > Events > (H) Event Name > Category
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Associating Event to a Campaign
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(N) Event > Events > (H) Event Name > Campaign

Executing an Event
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Creating Event Schedules
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(N) Event > Events > (H) Event Name > Event Schedules > (B) Create
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(N) Event > Event Schedules > (B) Create
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Creating Event Agenda Tracks and Sessions
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(N) Event > Events > (H) Event Name > Event Schedules > (H) Event Schedule Name > Event
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Entering Event Coordinators and Other Resources
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(N) Event > Events > (H) Event Name > Event Schedules > (H) Event Schedule Name >
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Executing an Event
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Executing an Event
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Setting Up Registrations
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(N) Event > Events > (H) Event Name > Event Schedules > Registration Setup
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Start and End dates are specified to indicate the duration in which registrations will be open for
the event.
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Registration can be done through Oracle Telesales, Oracle Marketing, Oracle Sales, Self
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Service registrations, and through event registrant imports.
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Note: Product pricing information is for information purpose only.
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Specifying Invitation List
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(N) Event > Events > (H) Event Name > Event Schedules > Invite List
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Executing an Event
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Specifying Venues
(N) Event > Venue
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Specifying Deliverables
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Deliverable
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Physical collateral associated can be fulfilled through Oracle TeleSales.
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Executing an Event
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Defining Fulfillment Rules
Fulfillment Rules
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When defining fulfillment rules, the fulfillment action and the fulfillment content (cover letter)
are selected.
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Templates for events use fulfillment rules.
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venue information, and address related information.
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Submitting an Event Schedule for Approval
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The approval process for an event schedule is based on the approval rules set up by the
administrator.

Executing an Event
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Register Participants
(N) Event > Registrations
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Users can search for active events, and marketers can register external users, while employees
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For Invite Only events, only members on the invite list are allowed to register for the event.
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Participants can either call in to register or do a self-service registration. Self-service
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registration is enabled using integration with Oracle Scripting. See the Oracle Scripting
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documentation for more details.
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Tracking an Event
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Viewing the Roster
Roster
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The roster contains information about the registrants, the channel of registration, the status of
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registration, and information about attendance.
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Viewing the Dashboard
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Practice - Planning and Executing an Event
Overview
Vision Enterprises plans to conduct seminars to launch its new range of Laser Printers. You need
to create an Event for the seminars and an associated Event Schedule (a seminar).
Assumptions
A program is available for metrics rollup purposes.
Tasks
Creating an Event
Create an event as a planning tool to which a number of seminars may be associated as event
schedules.
Creating an Event Schedule
Create an Event Schedule for conducting a seminar.
Registering Participants for an Event
Register participants who want to attend the seminar.

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registrations, and through event registrant imports.
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Both B2B and B2C members may be registered.
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For Invite Only events, only members on the Invite List may be registered.
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Solution - Planning and Executing an Event
Creating an Event
2. Navigate to the Create Event page.
(N) Event > Events >(B) Create.
Field Name Value

Setup Type Event
Name XX Laser Printer Show
Program XX Laser Launch Program 05
Type Seminar
Start Date Todays date
End Date One month from today
Owner Retain the default
Currency US Dollar

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Creating an Event Schedule
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5. Navigate to the Event Schedule creation page.
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(H) Execution > Event Schedule > (B) Create.
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Enter the following information:
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Field Name Value
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Setup Type Event Schedule
Name
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Source Code XX_Laser_Printer_Show_SF
Training
Delivery Method Seminar

Field Name Value
Start Date Next Tuesday
End Date Next Wednesday
Venue Hyatt Regency
Duration 2 days
Currency US Dollar
Registration Required Select check box to indicate Yes
8. Select (H) Registration Setup.
Field Name Value

Enrollment Starts Todays date
Enrollment Ends 2 days from today
Minimum Size 10
Maximum Size 20
Overbook by 10%
Waitlist 10%
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Inventory Number Seminar - agenda
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11. Return to the Event Schedule Details Page.
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12. Click (B) Request Approval.
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13. Click (B) Confirm. Verify if the Event Schedule Status is Active.
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Registering Participants for an Event
14. Navigate to the Event Registration page.
(N) Event > Registrations.
15. Search for your Event Schedule.
16. Click (H) Register.
17. Search for names of people to register and select the check boxes against their names.
18. Click (B) Submit. Observe event registration confirmation.
19. Click (B) Register for this Event to register more people.
20. View the Roster to view registration details.
(N) Execution > View Roster.
21. Select a View (All, Cancelled, Registered, or Waitlisted) and click (B) Search.
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Following Up an Event
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Generating Leads
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You can create leads of all the people attending the event or registering for the event. The leads
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are automatically created after the end date of the event. The leads go into the Leads Import
table and are graded, rated, and routed based on the rules defined in the leads management
system.
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View Tracking Reports
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To track the performance of an event, you can use Marketing Intelligence to view information
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Revenue generated from the event
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Number of leads created
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Cost per lead

Summary
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Implementing Prerequisite
Components
Chapter 13
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Implementing Prerequisite Components

Chapter 13 - Page 1
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Chapter 13 - Page 2
Objectives
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Objectives
Identify the mandatory dependencies for Oracle Marketing
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Identify the conditional dependencies for Oracle Marketing
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Identify the optional integrations for Oracle Marketing
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Chapter 13 - Page 3
Introduction
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Introduction
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Mandatory Dependencies
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Prior to setting up Oracle Marketing, you will need to perform a variety of setups related to
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applications outside of Oracle Marketing. These applications provide core functionality for
Oracle Marketing. By default, after installing Oracle Marketing, a lot of the necessary seed
data is ready.
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For example, when creating a budget in Oracle Marketing, you can assign an owner to that
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budget. That owner is a person who exists as an employee within your organization. Employee
information is stored in the Oracle Human Resources tables therefore, Oracle HRMS is a
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Mandatory Dependency for Oracle Marketing and must be setup to function properly.
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Optional Dependencies
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These dependencies are defined by your business requirements and relate to integrations that
exist within the Marketing and Partnering suite of applications. After installing Oracle
Marketing, if you have licensed additional components (Oracle Trade Management, Oracle
Partners, Oracle Leads, and so on.) then you will need to perform additional setups (related to
these optional dependencies).

Chapter 13 - Page 4
Additionally, if you are implementing an optional dependency then you may need to perform
additional mandatory dependency setups. For example, if implementing Oracle Trade
Management, you will need to implement Oracle Advanced Pricing (a mandatory dependency
for Advanced Pricing).
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Chapter 13 - Page 5
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As was discussed in the Product Overview lesson, Oracle Marketing is a component of the
integrated E-Business Suite. Therefore, E-Business Suite dependencies must be installed and
set up properly for Oracle Marketing.
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Marketing. For example, Oracle Inventory, a mandatory dependency, must be implemented
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Chapter 13 - Page 7
CRM Application Foundation
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Resource Manager
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Enables:
Groups
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Role types
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Employee Import
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Task Manager
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responsibility, set the following profile:
Task Manager: Default Task Status
Interaction History

Chapter 13 - Page 8
It provides a consistent API for tracking all customer interactions within the Oracle E-Business
Suite. For example, if using the tracking mechanism within Web marketing, each time a
customer responds to a Web ad is tracked in Interaction History.
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Chapter 13 - Page 9
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Notes and Note Types
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Oracle Notes comes with a set of predefined note types. However, you can create customized
marketing objects.
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note types. A note type can be associated to a specific marketing object or be available to all
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Territory Manager
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One-to-One Fulfillment
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Applications Object Library
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General Ledger (GL)
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Setting Up the Marketing Calendar
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Marketing objects supported by the Marketing Calendar are:
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Campaign Schedules
Event Schedules
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One-Off Events
Offers
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Before users can view the Marketing Calendar:
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Their group must be assigned the CRM Foundation Calendar Items Group Usage.
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The parameters that will be displayed in the Marketing Calendar must be set. There are 2
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options:
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- Criteria Marketing objects are displayed based on a criteria for which they qualify
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The concurrent program AMS: Interface Marketing Objects to Calendar must be run.
The marketing objects to be viewed must be specified in their user profile

Practice - Setting Up the Marketing Calendar
Overview
In this practice, you will learn how to set up calendar display parameters so that Marketing users
can view new campaign and event schedules for a 3-month period on their Marketing Calendars.
Assumptions
AMS: Interface Marketing Objects to Calendar workflow background process is

running.
Tasks
Assigning Usage to Resource Group
Navigate to the Groups Summary page and enable the Calendar functionality by selecting CRM
Foundation Calendar Items as the group usage criteria.
Selecting Calendar Display Parameters
Navigate to the Calendar Criteria page and set the necessary display parameters to display new
campaign and event schedules for a 3-month period.
Running Concurrent Program for Calendar
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Navigate to Oracle Forms and run the concurrent program AMS: Interface Marketing Objects to
Calendar.
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Enabling the Calendar Feature
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Using the Profile link, turn the Calendar feature on by setting Display Items to Yes.
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Solution Setting Up the Marketing Calendar
Assigning Usage to Resource Group
2. Navigate to the Groups page.
(N) Administration > Resources > Groups > Summary.
3. Select the group for which you want to assign Calendar usage.
4. From the Group Usages region, select CRM Foundation Calendar Items from the Usage
drop-down list.
Selecting Calendar Display Parameters
6. To set the calendar criteria for campaign schedules, navigate to the Calendar Criteria
Overview page.
(N) Administration > Marketing > Setup > Calendar Criteria.
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Field Name Value
Object Campaign Schedule
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Start Date
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First day of the previous month
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End Date
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First day of the following month 2 months from
now
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For example, if the Start Date is August 1, 2004,
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Status New
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10. To set the calendar criteria for event schedules, navigate back to the Calendar Criteria
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Overview page and click (B) Create.

Field Name Value
Object Event Schedule
Start Date First day of the previous month
End Date First day of the following month 2 months from
now
For example, if the Start Date is August 1, 2004,
select the End Date as November 1, 2004
Status New
Ensure the AMS: Interface Marketing Objects to Calendar workflow background

process is running. This is necessary to update the Calendar as needed.
Enabling the Calendar Feature
13. Select (H) Profile and navigate to (N) Calendar > Personalize.
14. Select Yes from the Display Items drop-down list.
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Human Resources (HRMS)
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Determining the HRMS navigation path
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Depends on the terms of your license, Shared Vs. Full.
For a shared license, create employees using CRM Foundation.
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For a full license, create employees using HRMS.
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Creating lookup values for organization type
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(ORG_TYPE).
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Create sub organization types by adding values for a specific lookup Organization Types
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Creating locations
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Set up each physical site where your employees work as a separate location. Locations can be
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Global Locations or Business Group Locations.
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Creating business groups
A business group is the largest organizational unit representing the enterprise. It may be a
company or corporation or even a parent company. It can be a physical location or an abstract

representation of a legal entity that employs people assigned to work in organizations beneath
it. A default business organization is automatically set up with a Marketing implementation.
Creating organizations
The first organization to set up is the business group. All other organizations such as
departments or branches will belong to the business group.
Assigning security profile
Select the business group that users will have access to at the site level HR: Security Profile.
Adding a legal entity, operating unit, and HR organization
Log in to Oracle Forms with the appropriate HRMS Manager responsibility.
See Oracle HRMS documentation for the actual procedures.
Creating a business unit
Log in to Oracle Forms with the appropriate HRMS Manager responsibility.
See Oracle HRMS documentation for the actual procedures.
Assigning multi-org responsibilities
You will assign Multi Org responsibilities to a selected Oracle Marketing Responsibility to
display the appropriate business unit when using that Marketing responsibility.
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Creating the Implementation User
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Creating the Implementation User
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Each user (or type of user) has a specific collection of responsibilities. Before assigning
responsibilities to a user, the employee must be created in the HRMS. After the employee has
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been created, you can create the user and assign responsibilities and a default application ID.
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Oracle Inventory
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Inventory.
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Product Lifecycle Management (PLM)
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Product Lifecycle Management (PLM)
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An example for the hierarchical model:
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You can create a catalog category phone. This category can have children mobile phone
phone.
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and land line. All children for the parent phone will inherit all the characteristics defined for
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Log in to Oracle Forms with the Catalog Manager responsibility to set up the Product Catalog.
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See Oracle Marketing Implementation and Administration Guide for detailed procedures for
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each task.
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Oracle Receivables
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Oracle Receivables
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See Oracle Receivables User Guide for specific procedures.
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Conditional Dependencies
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Optional Integrations
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Optional Integrations
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See the Product Overview lesson for information on Oracle Marketing integration points.
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Summary
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Implementing Common
Marketing Components
Chapter 14
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Implementing Common Marketing Components

Chapter 14 - Page 1
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Chapter 14 - Page 2
Objectives
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Chapter 14 - Page 3
Introduction
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Chapter 14 - Page 4
Introduction
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Chapter 14 - Page 5
Marketing Medium
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Marketing Medium
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Examples:
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1. For a campaign schedule using the indirect marketing channel Advertisement, the
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marketing medium can be TV, billboards, radio, or magazines.
2. For a Print - Direct Mail campaign schedule, the fulfillment may be outsourced to a
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mailing house, which will print and dispatch the direct mail to customers. The mailing
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house would then be the marketing medium.
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Chapter 14 - Page 6
Metrics
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Metrics
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calculation types and metric hierarchies.
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Chapter 14 - Page 7
Metric Display Types and Currency Values
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Chapter 14 - Page 8
Metric Categories
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Metric Categories
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Metric categories are used to classify metrics into financial and non-financial categories. For
example, all metrics used to track expenses for marketing activities can be grouped into the
Cost category.
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Metrics roll up or are summarized to the metrics of the same category. For example, Cost
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category function metrics can be summarized to a Cost category Summary metrics
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Metrics sub-category example: For the Cost metric category, Direct Cost and Indirect Cost
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may be specified as the sub-categories.
Examples of seeded metric categories
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Cost Metrics
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Revenue Metrics
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Response Metrics
Lead and Opportunity Metrics
Quote and Order Metrics

Chapter 14 - Page 9
For a complete list of seeded categories and seeded metrics, see Oracle Marketing
Implementation and Administration Guide.
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Metric Definition
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Oracle Marketing Super User responsibility
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(N) Administration > Marketing > General > Metric > (B) Create
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Metric Definition
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Metric Definition
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For the Calculate Using Formula calculation type, roll up and summarizations are not valid.
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Practice - Creating a Metric and Building a Metric Hierarchy
Overview
Vision Enterprises plans to send out printed informational brochures to its install base of
customers to as part of its campaign to advertise its new range of Laser Printers. The marketing
team wants to track the following:
Overall costs of printing and mailing the informational brochures at the campaign level
Individual costs at the campaign schedule level
Response rate at the campaign schedule level
As the marketing administrator, you need to set up the required metrics, using the following
guidelines:
Capture costs at the campaign schedule (Print Direct Mail) level:

Create Print Schedule Cost as a Summary Metric
Create Print Schedule Postage Cost as a Manual Metric summarized to Print
Schedule Cost
Create Print Schedule Envelope Cost as Manual Metric summarized to Print
Schedule Cost
Associate the Manual Metrics with the Print Schedule Cost Summary Metric
Capture total costs at the campaign Level:

Create Laser Launch Campaign Total Cost as a Roll Up Metric
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Rollup the Print Schedule Postage Cost metric to the Laser Launch Campaign Total
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Cost metric
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Rollup the Print Schedule Envelope Cost metric to the Laser Launch Campaign
Total Cost metric
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Capture response rates at the campaign schedule level:
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Create Laser Launch Response Rate as a Formula Metric
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Assumptions
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Tasks
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Creating Print Schedule Cost Metric
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Metrics are measurements for tracking the effectiveness of marketing activities. For a marketing
object, metrics of similar categories are organized into summary hierarchies. Enter the necessary
information to create a Summary metric for a campaign schedule.

Creating Print Schedule Postage Cost Metric
For Manual metrics, both forecast and actual values are entered manually. Enter the necessary
information to create a Manual metric to track postage costs for a campaign schedule that must
be summarized at the same level.
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Creating Print Schedule Envelope Cost Metric
Enter the necessary information to create a Manual metric to track envelope costs for a campaign
schedule that must be summarized at the same level.
Adding Manual Metrics to Print Schedule Cost Metric
Associate the Print Schedule Postage Cost and Print Schedule Envelope Cost to the schedule.
Creating Laser Launch Campaign Total Cost Metric
Rollup metrics are associated to parent objects such as campaigns and programs, and metrics
from lower level objects roll up to them. Enter the necessary information to create a Rollup
metric to track the total cost for a campaign.
Associating Print Schedule Postage Cost Metric to Roll up to the Laser Launch
Campaign Total Cost Metric
Associate the Print Schedule Postage Cost metric to summarize to the parent Laser Launch
Campaign Total Cost.
Associating Print Schedule Envelope Cost Metric to roll up to the Laser Launch
Associate the Print Schedule Envelope Cost metric to summarize to the parent Laser Launch
Campaign Total Cost.
Viewing and Verifying the Laser Launch Campaign Total Cost Metric
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Navigate to the Costs and Revenues page for the campaign, and verify the cost details you
created and associated.
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Creating Laser Launch Response Rate Metric
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To track the response rate for campaign schedules, create a formula metric Laser Launch
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Response Rate. Use Total Responses and Total Target Group metrics as the components of the
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formula metrics.
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Associating Laser Launch Response Rate Metric to the Campaign Schedule
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Add the formula metric you just created to the print campaign schedule. When the formula
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metric is defined and associated to the schedule, the forecast and actual values will be
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automatically calculated based on the components of the formula.

Solution - Creating a Metric and Building a Metric Hierarchy
Creating Print Schedule Cost Metric
2. Navigate to the Metrics Definition page.
(N) Administration > Marketing > General > Metrics > (B) Create.
3. Enter the following data in the Metrics Definition page:
Field Name Value

Name XX Print Schedule Cost
Enabled Select this check box
Category Cost
Used with Campaign Schedule
Return Value Numeric
4. In the Calculation region, select the Summarize option.
Creating Print Schedule Postage Cost Metric

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Field Name Value
Name
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Enabled
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Category
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Used with
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In the Calculation region, select the Enter Values Manually option.
In the Summarize To region, select the At Same Level field check box.
10. Search and select Print Schedule Cost.

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Creating Print Schedule Envelope Cost Metric
Field Name Value

Name XX Print Schedule Envelope Cost
Category Cost
Used with Campaign Schedule
14. In the Calculation region, select the Enter Values Manually option.
15. In the Summarize To region, select the At Same Level field check box.
16. Search and select Print Schedule Cost.
Adding Manual Metrics to Print Schedule Cost Metric
18. From the Navigator page, select the Campaign Workbench Super User responsibility and
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19. Select the Direct Mail Print campaign schedule (XX Followup Survey Responders) from the
Schedules List.
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20. Navigate to the Tracking mid tab, select the Type as Costs Details, and click (B) Go.
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21. Click (B) Add.
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22. Select the Print Schedule Postage Cost and Print Schedule Envelope Cost metrics and click
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(B) Add.
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23. Enter the Forecast value for Print Schedule Postage Cost metric as 750 US Dollars.
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24. Enter the Forecast value for Print Schedule Envelope Cost metric as 1000 US Dollars.
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25. Click (B) Save.
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The forecast values for the Print Schedule Postage Cost metric and the Print Schedule Envelope
Cost metric will be summarized to the Forecast value of the Print Schedule Cost metric.

Creating Laser Launch Campaign Total Cost Metric
26. From the Navigator page, select the Oracle Marketing Super User responsibility.
Field Name Value

Name XX Laser Launch Campaign Total Cost
Category Cost
Used with Campaign
29. In the Calculation region, select the Rollup From Lower Level option.
30. Click (B) Create
Associating Print Schedule Postage Cost Metric to roll up to the Laser Launch
31. Navigate to the Metrics page and select the Print Schedule Postage Cost metric.
32. In the Summarize To region, select the Of The Parent check box.
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Associating Print Schedule Envelope Cost Metric to roll up to the Laser Launch
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35. Navigate to the Metrics page and select the Print Schedule Envelope Cost metric to display
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the Metric Definition page.
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37. Search and select the Laser Launch Campaign Total Cost metric.
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38. Select (B) Update.

Viewing and Verifying the Laser Launch Campaign Total Cost Metric
39. Navigate to the Campaigns page.
40. Select the campaign XX LaserLaunch 05 and click (H) Costs and Revenues.
41. View the Cost details for the campaign. You should see the Laser Launch Campaign Total
Cost metric associated with the campaign XX LaserLaunch 05.
42. Click (B) Refresh.
The Print Schedule Postage Cost metric and the Print Schedule Envelope Cost metric
will roll up Laser Launch Campaign Total Cost metric.
Creating Laser Launch Response Rate Metric
45. Enter the following data in the Metrics Definition page:
Field Name Value

Name XX Laser Launch Response Rate
Category Response
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Used with Campaign
Display Type Percent
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46. In the Calculation region, select the Calculate Using Formula option.
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48. Enter the following data in the Formula Region:
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Source Type Source Name Sequence
Metric
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Operator
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Metrica Total Target Group 30
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Associating Laser Launch Response Rate Metric to the Campaign Schedule
49. From the Navigator page, select the Campaign Workbench Super User responsibility and
50. Select the Direct Mail Print campaign schedule (XX Followup Survey Responders) from the
Schedules List.
51. Navigate to the Tracking mid tab, select the Type as Costs Details, and click (B) Go.
52. Click (B) Add.
53. Select the XX Laser Launch Response Rate metric and click (B) Add.
54. Click (B) Save.
The response rate is calculated based on the values of Total Responses and Total Target Group
for the schedule.
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Metric Templates
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Metric Templates
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Metrics within a template may be individually enabled or disabled too. It means these metrics
are not assigned when a marketing object (to which this template is associated) is created.
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Approval Rules
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If the Custom Setup selected for the marketing object requires both Theme and Budget
approval, the approval process will proceed in the following manner.
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An object goes through Theme approval when the objects status is changed by the user
from New to Planned.
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Upon the next running of the concurrent process, the Theme approval is sent to an
approver based on Approval Rules. At this time the objects status goes to Pending
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Theme Approval.
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Approver approves the request.
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On approval, the objects status goes to Planned.
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When the user changes the objects status from Planned to Active, the object goes
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through Budget Line approval.
Upon the next running of the concurrent process, the Budget Line approval is sent to an
approver based on Approval Rules. At this time the objects status goes to Pending
Budget Approval.

Once the threshold limit is reached, based on the AMS Cutoff Percentage for Approval,
the Budget approval is sent automatically. It does not require a concurrent process. At
this time the objects status is still at Pending Budget Approval.
The Budget approval is sent to an approver based on Approval Rules. Depending on the
approval, the objects status will go to Active or Rejected.
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Setting Up Approvals
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1. Set up approval role types Default Marketing Approver and Marketing Approver
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2. Set up roles for approvers One user must be assigned to the Default Marketing
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Approver role for Oracle Marketing to function properly. The Default Marketing
Approver becomes the approver for any object not meeting the criteria specified in the
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Approval Rules. The Marketing Approver role should be assigned to any user who will
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be granting approvals
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3. Set profile options for approvals AMS: Cutoff Percentage for Approval and AMS:
Source from Parent
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Example: an object with an initial estimated amount of $1,000 and an AMS: Cutoff
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Percentage for Approval of 60, requires approval of $600 in order to become Active
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AMS: Source from Parent determines whether Campaign Schedules and Event
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Schedules are sourced from their parent Campaigns and Events (select Yes) or from
Budgets (select No). Campaigns and Events may only be sourced from Budgets.
4. Create approval rules

5. Assign approvers Approvers can be assigned by role, user, function or a combination of
all three. The functions in use will be functions such as 'Object Owner', 'Parent Object
Owner', or 'Budget Owner'. These are similar to approval roles but are different in the
sense that they are dynamic based on each 'Object' and do not have to be assigned to a
'User'.If the approval needs to be sent through a chain of approvers, the approvers need to
be set in an order.
6. Run Workflow background process for approvals
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Locking Rule
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Locking Rule
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Example: if the owner of a marketing object must not be changed for a new object, a locking
rule may be created to indicate that the Owner field for the object is locked and may not be
modified.
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Mandatory Rule
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Example: When creating a campaign schedule, fields such as Parent Campaign and Start Date
are mandatory fields and values must be entered in them for the object to be successfully
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created. On the other hand, the field Purpose is an optional field.
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Practice - Setting Purpose as a Mandatory Field for Campaigns
Overview
At Vision Enterprises, marketers must create campaigns for a specific purpose. As the Marketing
Manager, you need to set the Purpose field for campaigns as mandatory.
Tasks
Defining a Mandatory Rule
Mandatory rules help you control data entry by mandating that for certain fields, users must enter
data. Enter the necessary information to create a Mandatory Rule for the Purpose field for a
campaign.
Verifying the Mandatory Rule
Navigate to the details page of a campaign and verify that the Purpose field is now a mandatory
field.
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Solution Setting Purpose as a Mandatory Field for Campaigns
Defining a Mandatory Rule
2. Navigate to the Mandatory Rules page.
(N) Administration > Marketing > Setup > Mandatory Rule.
3. Select Campaign from the Parent Object Type drop-down list.
4. Select Main from the Object Attribute drop-down list. This is the side navigation menu page
in which the Purpose field appears.
5. Select Purpose in the Available Fields column and move it to the Selected Fields column.
Note: Purpose is not a mandatory field by default. Seeded, it is an optional field.
Verifying the Mandatory Rule
7. Navigate to the Campaigns page and select the campaign XX LaserLaunch 05.
Observe that the Purpose field is now mandatory you will observe an asterisk symbol
next to it.
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Categories
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Categories
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Deliverable Categories
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Categories are used by Deliverables to group items together. While creating a Deliverable it is
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mandatory to choose the category to which it belongs. Examples of Deliverable categories are:
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Creative
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Email
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You can create sub-categories to further define Deliverables. For example, you can define
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greetings or confirmation as sub categories under the e-mail category. Email is a special
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category of Deliverables. These will be used by Campaign Schedules to send as e-mail when
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attached through the e-mail content screen in Campaign Schedules.
Metrics Categories
Category is used by metrics to classify the metrics. You can have different categories of
metrics such as cost, revenue, leads or opportunities. When you create a rollup or summary

metrics, the system ensures that the metric rolls up or is summarized to the metrics of the same
category.
Events Categories
Examples of Event categories are educational Events or partnered Events.
Budgets Categories
Budgets use categories to integrate to Oracle General Ledger. Budget categories can also be
used to verify Budget eligibility for Campaign Schedules.
Approval Rules and Categories
Approval rules for Deliverables can be linked to Deliverable categories. Approval rule for
Budgets can be linked to Budget categories. This means that all Budgets falling within that
category would use that particular rule for approval when drawing money from those Budgets.
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User Statuses
Setting Up User Statuses

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Cancelled Product Overlap to convey usable information
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Analytics
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A custom model type can be created to predict the value of any customer data attribute in the
Oracle TCA customer data model (or in any user-defined data source) for customer
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information. This feature enables users to model any binary (Yes/No) customer behavior.
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A data source is a database table or view that is the source of data. Data is usually store in the
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Oracle TCA customer data model. However, user-defined data sources can be created for
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A target is a column within the data source whose value you are trying to predict. Oracle
Marketing supports binary outcomes for the target field. Seeded targets are provided out of the
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box. However, targets may need to be defined, especially for user-defined data sources.
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See Lesson Executing a Telemarketing Campaign Schedule for information on using the Data
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Mining functionality.
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Practice - Creating a User-Defined Data Source and Target
Overview
In this practice you will create a user-defined data source and target for data mining purposes. To
test the data source and target, you will build a model, using the new data source and target.
Business Scenario
BeActive.com is an event management firm that coordinates and automates administrative

procedures for athletic events. Because of its event management, marketing automation, and
analytic capabilities, BeActive.com is implementing Oracle Marketing.
Beactive.coms Analytic Requirements
BeActive.com has invested a large amount of time, resources, and effort into building a data
warehouse for company specific information (for example, personal information about athletes,
event specifics, venues, preferred vendors, products purchased, and so on). Therefore, a
BeActive.com requirement is to use the data stored within their existing data warehouse for
analytic purposes.
BeActive.coms Data Warehouse Overview
BeActive.com has a retail data mart (an external data warehouse) that contains 8000 records with
pre-populated data. Of these 8000 records, 2000 are current customers. Some of these customers
purchased running shoes in the past and some have not. The 6000 remaining records/customers
are considered prospects. The goal is to predict which prospects (of the 6000 remaining) are
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most likely to purchase running shoes.
The Marketing Administrators Goal

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As the marketing administrator, you will need to create a user-defined data source that references
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BeActive.coms retail data mart. You will then create a user-defined target based on a column
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within this data mart. After you have done this, your marketing team can build a Product Affinity
model using this target to figure out which customers have the propensity to purchase running
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shoes. Using the model results, the marketing team will score the prospect records to
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determine the prospects that have a high likelihood to purchase running shoes.
Assumptions
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r aThe database table AMS_B2C_Prospects is created and the primary key for this table is
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Tasks
Creating a User-Defined Data Source
A data source is a flexible set of customer attributes. Create a parent data source for the Persons
Category. Base the data source on the table AMS_B2C_Prospects with the unique identifier
being New_Cust_ID. In the Data Source Details page, change the following source field labels:
Change Model Flag to Customer Indicator
Change Mail Responder to Running Shoes Indicator
Creating a User-Defined Target
A target field is a column in the data source that represents the customer behavior you are trying
to predict. Create a product affinity Target using the Running Shoes Indicator data source field.
For the Positive Target Values, specify the Condition as = and Value as 1.
Building a Product Affinity Model
Create and build a Product Affinity model using the target you just created.
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Solution - Creating a User-Defined Data Source and Target
4. Navigate to the Create Data Source page.
(N) Administration > Marketing > Analytics > Data Sources > (B) Create.
Field Name Value

Data Source Name XX Retail Data Mart
Code XX_Retail_Data_Mart
Type Parent Data Source
Category Persons
Description Includes existing customers (Customer Indicator
= 'Y') and prospects (Customer Indicator = 'N')
Location Local
Table or View Name AMS_B2C_Prospects
Unique Identifier New_Cust_ID

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In the Data Source Details page, change the following source field labels:
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Change Model Flag to Customer Indicator
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Change Mail Responder to Running Shoes Indicator
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Creating a User-Defined Target
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Navigate to the Target creation page.

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(N) Administration > Marketing > Analytics > Targets > (B) Create.
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O Field Name Value
Name XX Running Shoes Indicator

Parent Data Source XX Retail Data Mart
Target Field Running Shoes Indicator
Description This target field is used to determine if the
prospect has a propensity to purchase running
shoes. Value of "1" indicates that the prospect
has a propensity to purchase running shoes.
Condition =
Value 1
Building a Product Affinity Model
12. Navigate to the Model creation page.
(N) Analytics > Models > (B) Create.
Field Name Value

Model Name XX Running Shoes Model
Target XX Running Shoes Indicator

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15. Navigate to (H) Training Data and define the following:
Filter attribute: Customer Indicator
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Filter Attribute Condition: =
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Value: Y
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By applying the filter Customer Indicator = Y, you will select existing customers (2000
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records) from the retail data mart as training data for the Running Shoes Model.
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16. Save the changes.
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17. Navigate to (H) Build and select the Generate Immediately option.
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For the build to complete, you must run the Concurrent Program, Workflow Background
Process. Workflow Parameters are as follows:

Item Type: AMS Data Mining - Build/Score/Preview
Minimum Threshold: Leave blank.
Maximum Threshold: Leave blank.
Process Deferred: Yes
Process Timeout: Yes
Process Stuck: Yes
When this model successfully builds, its status becomes Available.
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Implementing Web Marketing
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Implementing Web Marketing
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and lookups that must be implemented.
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See Oracle Marketing Implementation and Administration Guide for the lists of profile options
Concurrent Programs
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Web Execution: Refresh Minisite Items - This refreshes the denormalized table for
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minisites periodically to capture items in the iStore minisites.
Web Execution: Refresh Campaign Items - This refreshes the denormalized table for
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campaign information.
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Both of these concurrent manager programs should be run when additional minisites or
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campaigns are created. These should also be run when new items are created or assigned to
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minisites or campaigns.
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Defining Third-Party Web Storefronts
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Defining Third-Party Web Storefronts
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store. Seeded values include:
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A site is an application that is accessed as a Web store. In the context of iStore, it is a specialty
iStore, iSupport, Partner Portal

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iSupport Only
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A page is a page within a target site.
A location is a specified location in a page. Seeded values are provided for the seeded sites.
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For defining sites, pages, and locations, use:
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Oracle Marketing Super User Responsibility
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(N) Administration > Marketing > Execution
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See Lesson Executing a Web Ad for information on Web placements.
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Setting Up the Geography
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Setting Up the Geography
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marketing activities.
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Set up the locations and areas for the geographies in which your organization executes its
Oracle Marketing Super User Responsibility

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(N) Administration > Marketing > Geography
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Note: The geographic hierarchy must be created top down.
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Summary
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Administering and Managing
Audience
Chapter 15
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Administering and Managing Audience

Chapter 15 - Page 1
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Chapter 15 - Page 2
Objectives
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Objectives
Define a Marketing audience
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Describe list creation methods
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Create lists
Identify the tasks that can be performed on a generated list
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Administer lists
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Chapter 15 - Page 3
What is an Audience?
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What is an Audience?
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Chapter 15 - Page 4
Audience Users
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Chapter 15 - Page 5
The Audience Workbench
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Chapter 15 - Page 6
The Audience Dashboard
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The Audience Dashboard
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List Effectiveness Report
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The information displayed within this bin is based on the view selected. The lists appearing are
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associated with the target groups of active campaign schedules. The Top and Bottom
Performing Lists are out-of-the-box views. These two views are based on the number of leads
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the list has generated over the period of time specified in the view. The top performing lists
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will be displayed by default.
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List effectiveness is measured based upon the following metrics:
Leads
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Opportunities
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Booked Order Count
Booked Order Amount
Invoiced Revenue
You can personalize your view to display the appropriate metrics.

Chapter 15 - Page 7
List Metric Trend Chart
The information displayed by the List Metric Trend Chart is based on the view selected in the
List Effectiveness bin. The lists appearing are associated with the target groups of active
campaign schedules. The metric trends chart bin displays a graphical view of the trends for
lists corresponding to specific metrics. You can evaluate the effectiveness of your lists over a
time period.
Active Lists by Purpose
Displays a pie chart that depicts the distribution of the active lists by purpose. Some seeded
purposes are Cross Sell, Up Sell, Customer Acquisition, Customer Retention, or any other
purposes defined by your administrator. If you are the logged in user, only your lists that are in
the Available status are considered for display.
My Recent Lists
The My Recent Lists bin at the bottom of the Audience Dashboard displays details of your
recent lists in descending order based on the last date of update. You can drill down to view the
list details or the list entries. You can also navigate to the Campaign Workbench to create a
campaign schedule that will use this list as its target group.
Note: Navigation to the Campaign Workbench depends on the responsibility assigned to a
user.
Shortcuts
The Shortcuts bin contains a list of links that you can click to perform specific tasks or
navigate to other audience functionality.
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Chapter 15 - Page 8
Creating a List
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Creating a List
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Standard Method
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Using the Natural Language Query Builder (NLQB), conditions can be specified just as you
and the corresponding value for each condition.

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would naturally think of them. You can define your selection criteria by selecting the operator
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In the Parameterized SQL template, the selections are displayed as a list of parameters whose
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values can be entered directly. For example, if the purpose for the list is Cross Sell and the
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selected list template is Cross Sell Based on Orders, the parameters to be specified can be
Product, Cross Sell Product, Date of Purchase, Order Amount Greater Than, and Contact Job
Title.
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Advanced Method
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When using advance methods, it is possible to include a combination of source types to arrive
at a complete list. If you are a knowledgeable SQL user, you can also formulate your own SQL
query to create a list. You can specify the action for each selected source:
Choose Include when you want to add the entries to the final list you are creating

Chapter 15 - Page 9
Choose Exclude when you want to remove the entries from the final list you are creating
Choose Intersect when you want to include only the common entries with other include
entries to the final list
Note: Only the Include action is available for the first source type selected.
See Oracle Marketing User Guide and Oracle Marketing Implementation and Administration
Guide for information on managing segments and Discoverer Workbooks.
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Sample NLQB Query
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Sample NLQB Query
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In the sample above, is and is greater than are the operators and name_of_state and
annual_income are the condition parameters. The values for these parameters are entered (see
second box) to complete the query.
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List Options
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List Options
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which source the entry must be included.
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If the list being created is based on multiple list sources, the deduplication rank indicates from
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For example: If List1 and List2 are two lists you have included for your list generation and
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you specify Dedupe Rank as 1 for List1 and Dedupe Rank as 2 for List2, if a record is found to
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exist in both lists, the record from List1 will be included in the final list because List1 has
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higher rank than List2.
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The size of the final list may need to be curtailed for a number of reasons, such as budget
restrictions or resource limitations.
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Generating Lists
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Generating Lists
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After specifying all the conditions for a list, it must be generated.
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When a list is generated, customer records satisfying the list conditions are populated in
the list.
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The amount of time it takes to generate a list depends on several factors such as-
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- the size of the database
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- the system environment condition at the time a list is being generated
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- the complexity of the criteria
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Full Refresh
If a list has been previously generated, all the entries are removed, and the list is generated
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afresh with the entries matching the selection conditions.
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Append New Records
The entries in a list are retained, and new entries that match the selection criteria specified are
added to the list.
Update Attributes Only

If the attributes of the customer entries in the data source are changed, these changes are
reflected in the attributes of the entries in the generated list. For example, if the data source is
the seeded Organization Contacts and changes are made to the customer attributes in the
Oracle Customer Model (TCA), the latest information about the entries will also be updated in
the generated list.
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Generating Lists
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To generate a list successfully:
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to generating the list
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This is a background process and can be activated from Oracle Forms
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Practice - Creating a List Using a Query Template
Overview
Vision Enterprises plans to cross-sell laser printers to its install base of inkjet printer customers.
A customer list must be created using the corresponding list filter conditions. This list must then
be associated with a campaign schedule for outbound execution.
As the List Manager, you will create this list and associate it to a campaign schedule.
Assumptions
The Workflow Agent Listener concurrent request is running.
Tasks
Creating a List
Lists can be created from the Audience Workbench and may be based on query templates. A
query template is a set of conditions defined for the purpose of creating lists. Use the Sales Blitz
Cross Sell query template and modify the selections to create a list.
Generating a List and Viewing List Entries
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After the selections conditions are defined, lists must be generated. Lists may be generated
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immediately or at a later date. Choose to generate the list immediately. After the list is generated,
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view the details of the list members.
Creating a Campaign Schedule from the List

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Campaign schedules can be created from a list. The list then becomes the target group for the
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campaign schedule. Select the list you just created and create a campaign schedule from it.
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Navigate to the Campaign Workbench, select the campaign schedule you just created, and verify
that the list is now available in the Target Group mid tab.
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Solution - Creating a List Using a Query Template
Creating a List
1. Log into Oracle Marketing with the List Manager responsibility and navigate to the
Audience Workbench.
2. Click the Create List link in the Shortcuts bin.
Field Name Value

List Name XX All Customers List
Audience Organization Contacts
Purpose Cross Sell
List Creation Method Standard
List Template Name Sales Blitz Cross Sell
5. Enter selections based on the list template. Use the following selections conditions:
Sales Group is US Accounts West
and Ordered Product is Ink Jet Printer Color
and Order Date is after 01-Mar-2003
and Order Value is greater than 10000
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and Contact Job Title is Purchasing Manager
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Click (B) Recalculate to update the projected counts. Observe the Projected Running Total
column.
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7. Click (B) Save to update the changes.
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Note: To refine the selection, you may add more selection conditions. If you do so, you
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must click the Recalculate button to update the Projected Running Total.
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Generate a List and View List Entries
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Navigate to the Generation mid tab.
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9. Select Full Refresh as the Generate Type.
10. Select the Generate the List Immediately option.

Note: The Workflow Agent Listener concurrent request must be running prior to generating
the list.
12. After the list is generated and is in the Available status, click the Entries mid tab to view the
entries in the list.
13. Click the Charts mid tab to view charts of how the entries are distributed based on the
selected conditions.
Create a Campaign Schedule from a List
14. Navigate to the Audience Dashboard and click on the My Lists link in the Shortcuts bin.
15. Select a list and click (I) Create Campaign Schedule.
16. Complete the basic details for a campaign schedule and click (B) Continue.
17. Navigate to the Target Group mid tab and observe that the list is displayed for this schedule.
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Managing Lists
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Exporting a list
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Share it with external parties who may not have access to the application
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Viewing Customer Attribute Charts
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These charts help you analyze list groupings and the accuracy of the selection criteria
specified. You can specify the attributes for display, their ranges, and the default chart format
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For example, in a B2B scenario, you may want to analyze the customer distribution by industry
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in a list and in a B2C scenario, you may wish to understand customer distribution by household
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incomes.
For the chartable attribute Household Income, the administrator can define chart ranges as
follows - Less than 50000, Between 50000 and 100000, Between 100000 and 250000, and
Greater than 250000. When you view the chart, list entries are grouped on these ranges.

Splitting a list
Lists may need to be split into smaller, multiple lists when different campaigns need to target
customers with slightly different profiles. Splitting a list results in significant time saving as
compared to generating them separately. For example, for a company launching high-end laser
printers, a list with its existing ink jet customers may need to be split into two one with
customers with high incomes and one with customers with average incomes. The company
may then launch a campaign to target its high-income customers for the laser printers.
Note: Ensure that the source list is generated and has entries in it.
Merging lists
When two or more lists are merged to form a single list, the number of entries in the new list
may not be the total of the entries in the set of list used for merging. This is because, duplicate
entries (entries with the same Party Id) are automatically deduped.
Note: Only lists that have been generated, have the same audience (data source), and are in the
Available Status can be merged.
Creating campaign schedules
When a campaign schedule is created from the Audience Workbenchs Lists page, the selected
list becomes the target group for the campaign schedule.
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Practice - Splitting a List
Overview
Vision Enterprises is planning campaigns to launch its new range of Laser Printers. As its
marketing manager, you want to target organizations from the USA and UK who have bought
computers from you during the past three years.
You have generated a list of all your customers. Now, you must split the list into two - a USA list
and a UK list.
Tasks
Splitting a List Based on the Country Attribute
Navigate to the Lists page in the Audience Workbench and split the list created in the earlier
practice based on the Country attribute.
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Solution - Splitting a List
Splitting a List Based on the Country Attribute
1. Log in to Oracle Marketing with the List Manager responsibility and navigate to the
Audience Dashboard.
2. Click the My Lists link from the Shortcuts bin.
Note: You can also split lists from the Entries mid tab as well as the Charts mid tab.
3. From the Split column, click the icon for the list, XX All Customers List.
4. Select Split by Attribute as the method to split, and click (B) Continue.
5. From the Split By Attribute drop-down list, select the Country attribute to split the list by.
Note: Only attributes that are defined as Use for Split by the administrator during data
source definition are available for splitting a list.
7. In the Split List Name column, enter XX USA Customers as the name of the list.
8. Select Is as the condition for the attribute.
9. Enter United States as the value for the attribute in the Values column.
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10. Repeat steps 8 to 10 for the attribute United Kingdom (use XX UK Customers as the list
name). Delete the other rows.
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11. Click (B) Finish. The sublists are created as individual lists.
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Audience Administration
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Data Sources
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Data Sources
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A data source provides a mapping of an underlying data table or view to the marketing list
entries table. This mapping provides the AMS: List Generation concurrent program with
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instructions on how to insert results from the query into the AMS_LIST_ENTRIES table.
Parent and Child Data Sources
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A parent data source determines the type of list that will be created. Usually, the attributes
included in the parent data source are mapped to the list entries. Each parent data source also
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Example: A parent data source Persons may have an associated child data source Order
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Details.
Remote Data Sources
Marketers can generate lists using remote data sources. Since the data is residing in a remote
data source, generating the list and migrating it to the local instance can have an impact on list

performance. In order to circumvent this, a list created in a remote data source is generated
(and resides) in the remote data source. It is fetched to the local instance based on a remote
data source migration schedule.
For example, a migration schedule can be set up to fetch non-migrated lists from the remote to
the local instance every mid-night.
If a target group uses a list that is residing in the remote data source, then this list is
automatically migrated during target group generation.
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Practice - Creating Related Data Sources
Overview
Fairweather Fashions is a firm selling designer clothes for women. To introduce its new range of
winter outfits, it wants to target its install base of customers who have bought from them in the
last three years. As their Marketing Manager, you want to create a data source of the customers
who have bought from Fairweather Fashions in the last three years. You also want to link this
data source to the parent data source containing information about all the customers and
prospects.
In this practice, you will create a user-defined data source and link it to a parent data source you
created in an earlier practice.
Assumptions
The database table, AMS_ORDERS, is created, and the primary key for this table is
PARTY_ID.
Tasks
Create a child data source based on the database table, AMS_ORDERS, with the unique
identifier being PARTY_ID.
Linking a Child Data Source to a Parent Data Source

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Link the child data source to the parent data source (Retail Data Mart) that you created in an
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earlier practice. Relate the PARTY_ID (Related Data Source) Column to the New_Cust_ID
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Solution - Creating Related Data Sources
2. Navigate to the Audience Administration Workbench.
3. Click (B) Create Data Source.
Field Name Value

Data Source Name XX Orders Data
Code XX_Orders_Data
Type Child Data Source
Description This data source includes customers who have
purchased goods in the last three years.
Location Local
Table or View Name AMS_ORDERS
Unique Identifier PARTY_ID
5. Click (B) Apply.
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Fill in the necessary information in the Attributes mid tab using the following guidelines.

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Attribute: Allows you to view the attributes of the table or view that the data source
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references. The values are displayed, as they exist in the table or view.

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Display Name: Allows you to change the display name for the attributes pulled from the
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table or view. The values entered in this column are displayed during the list creation
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Map to List Entries: Use this field to map the attribute to the AMS_LIST_ENTRIES
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table. Use the Search and Select flashlight to pick from the list of values.
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Note: This attribute is important if you want to allow the user to split the list, chart
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distribution of data for this attribute, or use this attribute in a dedupe rule. In such cases,
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you must map the attribute to the list entries.
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Display in List Entries: Use this check box to indicate that you want this data source to
display data (by default) in the List Entries page.

Use for Split: The end user has the option to split a list by attribute. Therefore, when
defining data source attributes, you must specify that they are available for splitting, and
map the attributes.
Define LOV Chart: Select this icon to define LOV and chart ranges for this data source.
If you are charting an attribute, you must also map it to list entries.
LOV: If a list of values is defined for this attribute, this column displays a check mark.
Chart: If a chart is defined for this attribute, this column displays a check mark.
Enabled: Select this check box to enable the attribute for the data source. If you do not
select it, this attribute will not be available for use in the list creation process.
7. Click (B) Apply.
Linking a Child Data Source to a Parent Data Source
8. Navigate to the Audience Administration Workbench and click the All Data Sources
shortcut link.
9. Select the Retail Data Mart Data Source you have created in the earlier practice.
10. Navigate to the Related Data Sources mid tab.
12. Select the XX Orders Data data source.
13. Select PARTY_ID as the Related Data Source Column.

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List Templates
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The NLQB template allows you to specify the query conditions in a format that is similar to the
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way you speak or converse, and uses the natural language query builder tool to retrieve data.
The Parameterized SQL template displays query conditions as a list of parameters whose
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See the Oracle Marketing Implementation and Administration Guide for a list of seeded list
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Practice - Creating a Query Template
Overview
Fairweather Fashions, a boutique dealing in womens apparel, plans to run campaigns to promote
its new range of winter clothes. As the marketing manager, you have created data sources to
target customers who have previously purchased Fairweather products. You must now create
query templates using these data sources. The List Manager will generate lists using these query
templates.
Assumptions
Tasks
Creating a Query Template
Create a query template based on the data source you have created in an earlier practice.
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Solution - Creating a Query Template
Creating a Query Template
2. Navigate to the Audience Administration Workbench and click the Create Query Template
shortcut link.
Field Name Value

Query Template Name XX Cross Sell Sales
Query Template Type Standard
Data Source Name XX Retail Data Mart
Purpose Cross Sell, Customer Retention you can
associate one or more purposes to a query
template
5. In the Query Template Selections region, click (B) Add Another Row.
6. Fill in the following details:

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Attributes: Use the search and select icon to select an attribute for the query template.
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Attribute Display Name: Enter a user-friendly display name for the attribute selected.
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Available Operators: Select an operator for the attribute. For example, if filtering by
available operator.
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people who are age 30", then the operator would be Is. You can select more than one
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Operator Default: Select a default operator for the attribute. The default operator is
displayed when a list is created based on this template.
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Value: Enter a value for this operator. Depending on the available/default operator, you
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can choose an appropriate value mode. The following modes are available:

ra Calculation: If the data source is being used for comparison purposes, use this type
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of value mode.
Constant: If the data source has a static value, select this value mode. For example, if
your query template is filtering for age is 30" then constant (as a value mode) will be
selected. After constant is selected in the mode drop-down menu, a text box appears.

Enter the constant value in this text box. For example, for age is 30", enter the value
30.
Attributes: If attributes have previously been defined, you can re-use them by
selecting this value mode.
List of Values: Selecting this value mode enables you to define a list of values for the
data source.
Value Display: Use this text box to change the display value for the end user. For
example, if the attribute selected is default city, the value display could simply be
city.
Default: Select this check box to display the selection by default.
Mandatory: Select this checkbox to enforce this particular attribute - a mandatory

selection for a template cannot be deleted by the end-user.
7. Click (B) Apply to save your changes.
8. Similarly, add other attributes for the query template.
9. To preview the template before saving your changes, click (B) Preview Template Selection.
10. To validate the selection conditions you have set, click (B) Validate. The SQL statement for
the query is displayed. If there are any invalid selections, they will be displayed in the SQL
Validation region. You can make the necessary corrections and validate the selection
conditions again.
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Deduplication Rules
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Deduplication Rules
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Word Standardization
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Word standardization allows words that have alias or alternate spellings to be normalized when
going through the deduplication process.
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For example, Robert may mean the same as Rob or Bob. When using Word Standardization,
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the system will recognize it as a duplicate when it goes through deduplication.
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You can standardize words using the following criteria:
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Key Modifier
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Last Name
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Organization Name

Suppression Lists
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Suppression Lists
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Consumers can opt out of marketing activities in many ways by unsubscribing from an email
activity, by informing the telesales rep, or by signing up for the Do Not Call Registry.
Administrators can also create user-defined suppression lists.
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Example: You may want to exclude the CEOs of your B2B customer organizations from your
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target group, and so create a suppression list of CEOs.
Based on the suppression rule definitions, members belonging to these lists are automatically
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Practice - Creating a Suppression List
Overview
In this practice, you will create a suppression list.
Tasks
Creating a Suppression List
Suppression lists contain members who must be excluded from target groups of campaign
schedules and must not be contacted. Create a suppression list based on an existing list. For
example, you may want to select a CEOs list to prevent them from being contacted in your sales
blitzes.
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Solution - Creating a Suppression List
Creating a Suppression List
1. Log into Oracle Marketing with the Audience Super User responsibility.
2. Navigate to the Audience Administration Workbench and click the All Suppression Lists
link in the Shortcuts bin.
3. Select List from the Add Suppression Using LOV and click (B) Go.
4. Select the list on which you wish to base the suppression and click (B) Apply.
5. In the Suppressions page, search and select the Channels for which you wish to use this
suppression list. You may select one or more channels.
6. Click (B) Apply.
When campaign schedules are executed for the channels you have selected, the members of the
suppression lists will be excluded and will not be contacted.
Suppression rules are applied to a target group when a campaign schedule executes.
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Fatigue Rules
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Fatigue Rules
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List Imports
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Importing Lists
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List Import is the process used to import external data, such as a purchased or rented prospect
list, into the TCA.The List Import feature enables you to enrich your customer data with
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purchased lists, and to consolidate the customer data from legacy systems.
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List Import Wizard Steps
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Practice - Importing a List
Overview
In this practice you will create a sample .csv file and use it to perform a list import. You will then
verify that the list has been created.
Assumptions
Tasks
Creating a Sample .csv File
Create a text file (.csv file) with the information given in the Solutions section. You will perform
a List Import to import the contents of the file as a list in Oracle Marketing.
Importing the .csv File to Create a List
The List Import functionality helps you import prospects for marketing campaigns, customers
into the Oracle Customer Model (TCA), leads for following up by Oracle TeleSales, registrants
for marketing events, and so on. Using the Import Wizard, import the list in the .csv file you just
created into Oracle Marketing.
Verifying the Imported List
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Navigate to the Audience Workbench and verify that the list you have imported is available.
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Solution Importing a List
Creating a Sample .csv File
1. Create a text file using Notepad with the following information and store it on your desktop.
The information must be entered on three rows as given below. Note that you are using
commas as the column delimiters for your file. There is no space after each comma.
FIRST NAME,LAST NAME,ADDRESS,CITY,COUNTRY
John_XX,Smith,23 Chicago Street,Boulder,US
James_XX,Smith,345 23rd Street,New York,US
Importing the .csv File to Create a List
2. Log into Oracle Marketing with the List Manager functionality.
3. Navigate to the Audience Workbench and click the Imports link in the Shorcuts bin.
5. Select Organizations, Contacts, Addresses as the Import Type Data.
6. Click (B) Next.
7. In the Import Step 1a: Definition page, enter a unique name (such as XX_ListImport) for the
list.
8. Optionally, enter a suitable description.

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9. In the Source File region, select Client as the location and click (B) Go.
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Note: You are choosing Client because the .csv file you want to import is located on your
desktop.
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10. Retain the default Character Set.
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11. Specify Comma as the column delimiter of the source file.
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12. Retain the default Double Quotation for the Field Enclosed By field.
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13. Select the File Header Exists check box.
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Note: You re indicating that your file has a first row with column headings.
14. Optionally, select a deduplication rule.
Note: The deduplication rule will be directly applied to the source file being imported.

15. Optionally, select the Word Standardization check box.
Note: Word standardization is used in the deduplication process. For example, Word
Standardization rules may have been set up to treat the words Street, and St. as the same
word.
16. Select the Source and click (B) Next.
17. In the Import Mapping page, select an item in the Source Fields column and the
corresponding item from the Target Fields column, and click > to move the filed mapping to
the Mapping: Source => Target column.
18. Continue mapping until all the required fields are mapped.
Note: You can enter a unique name in the Save New Mapping field. This will enable you to
reuse the mapping again for another import.
19. In the Import Step3: Review page, review the import details you have specified.
20. Select the Generate a List Upon Import check box.
21. Overwrite the default name for the list with XX Imported List.
22. Click (B) Preview to view the imported data.
23. Click (B) Import to start the import process.
24. When the confirmation page appears, click (B) Finish to return to the Import Summary page
and view the results of the import.
25. Click (I) Log to view the log of the import process.
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Verifying the Imported List
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26. Navigate to the Audience Workbench, select the All Lists link in the Shortcuts bin, and
verify that the list you just imported (XX Imported List) is available.
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Summary
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Setting Up Products
Chapter 16
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Setting Up Products
Chapter 16 - Page 1
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Setting Up Products
Chapter 16 - Page 2
Objectives
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Objectives
Define a Marketing product
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Identify the various product management tasks
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Create a product template
Create a product
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Setting Up Products
Chapter 16 - Page 3
Products Overview
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Setting Up Products
Chapter 16 - Page 4
Products Overview
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Products Overview
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Content Manager central repository.
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Electronic product content, such as white papers or product data sheets is stored in the Oracle
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Setting Up Products
Chapter 16 - Page 5
PLMs Single Product Catalog
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PLMs Single Product Catalog
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Example: You can create a catalog category phone. This category can have child categories
mobile phone and land line. All the children for the parent phone will inherit all the
characteristics defined for phone.
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Setting Up Products
Chapter 16 - Page 6
Process for Setting Up the Catalog
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Setting Up the Catalog
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To create product categories, add the following responsibilities to the user:
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Catalog Responsibility Enables you to access the PLM UI also enables you to execute
the Load Catalog Hierarchy concurrent program.
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Inventory Responsibility Enables you to access the Oracle Inventory UI and allows you
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to see the default category set UI.
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After creating the category, it must be associated to the catalog created. While adding the
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categories to the catalog, the parent-child relationships are preserved.
Product categories in the catalog have additional Sales and Marketing related attributes. These
include:
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Include in Forecast All the product categories that can be forecasted against should
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have this flag set.
Expected Purchase All the product categories that sales reps can log opportunity/lead
lines against should have this flag set.
Setting Up Products
Chapter 16 - Page 7
Exclude From User View Some product categories may be in the catalog for purely
reporting and collection purposes. Such product categories should have this flag set. The
product hierarchy presented to sales reps will ignore these categories. These can however
be used by analytical and reporting tools such as DBI.
Once categories are mapped, run AMS Upgrade Product Categories concurrent program to
migrate marketing data.
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Setting Up Products
Chapter 16 - Page 8
Product Templates
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Product Templates
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By defining the list of product attributes for each responsibility and specifying if the product
attributes are editable inventory options, you can isolate product attributes and limit their
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access to the appropriate users in accordance with business and integration requirements.
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Note: Oracle Marketing product templates are different from the templates used in Oracle
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Inventory.
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The process of creating templates is as follow:
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1. Create Product Templates choose Service or Product Type
2. Associate responsibility to the template
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3. For each product attribute select whether the attribute is defaulted, editable or hidden
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4. Depending on the responsibility of the user creating the product the templates associated
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to that responsibility will be implemented. If no templates are associated to the user, the
default, seeded template is used
Setting Up Products
Chapter 16 - Page 9
Practice - Creating and Setting Up a Product Template
Overview
In this practice, you will learn how to create and set up a product template for marketing use.
Assumptions
Tasks
Creating a Product or ServiceTemplate
Product templates help you to configure product attributes for a responsibility. This feature
allows you to isolate product attributes and limit their access to appropriate users in accordance
with business requirements. Create a Product template for the Oracle Marketing Super User
responsibility.
Setting Up the New Template
Select the product template you just created, assign the Oracle Marketing super User
responsibility, and set the necessary attributes for it.
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Setting Up Products
Solution Creating and Setting Up a Product Template
Creating a Product or ServiceTemplate
2. Navigate to the Product Templates page.
(N) Administration > Setup > Product Option.
3. Click (B) Create Product Template.
4. Enter XX Vision Marketing Product as the name for the template.
5. Select Product as the Product Option.
6. Click (B) Apply.
Setting Up the New Template
7. Navigate to the Product Templates page and select the product template you have created.
8. In the Responsibilty region, search and select the Marketing responsibility that you wish to
assign to the template.
Note: Only one product template and one service template may be assigned to a
responsibility.
9. In the Attributes region, set the following:

Default to make an attribute the default
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Hide to make the attribute hidden in the Product pages
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Select All to make all the attributes belonging to a selection the default and edit
enabled
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Note: If you include an attribute as both Editable and Hide, then Hide is ignored and
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overridden by the Editable attribute.
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Setting Up Products
Product Management Tasks in Marketing
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Setting Up Products
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Marketing.
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Note: Inventory options can be modified only for the products created from within Oracle
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See the Oracle Marketing User Guide for the list of seeded inventory templates attributes.
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Note: The Load Inventory Category concurrent program must have been run during
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Setting Up Products
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Static formula
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Prior to order entry, a concurrent process is executed which calculates the list price based on a
static formula.
Dynamic formula
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When an order is entered, the pricing engine uses the dynamic formula to calculate the list
price.
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Note: Units of Measure are defined in Oracle Inventory
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An offer is an incentive designed to entice someone to purchase your product or service. If the
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offer is a discount, it is applied to the price list that the customer is eligible for. For example, if
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the price for a product is $10, and the discount offer is 20%, then the customer has to pay $8.
Offers can be created in Oracle Marketing or in Oracle Trade Management. See Oracle
Marketing User Guide and Oracle Trade Management User Guide for information on creating
offers.
Setting Up Products
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Product Relationships
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Example:
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Product relationships are used in Web marketing to make dynamic product recommendations.
You can define a rule to recommend, say, products that are complimentary to the products in a
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Web visitors shopping cart.
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Collateral Products
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An example of a product and its collateral product For a laser printer, its data sheet and user
manual are its collateral.
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When products are associated to a marketing activity (say, from the Offering mid tab of the
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Campaign Workbench), associated collateral products are available for association (from the
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Collateral mid tab for the same activity).
Setting Up Products
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Competitor Products
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A product from another company with solutions for the same domain as your product is a
competitor product.
Bundling Products
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Note: Set the BOM allowed flag for this product bundle to Y, as the system stores the
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bundling specification you define in the Bill of Material.
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Product Content
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When content is associated to a product, it is available as recommended content for a campaign
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schedule when the product is associated to it.
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You must have the required access permissions for OCM folders to be able to create content.
Setting Up Products
Practice - Setting Up Related Products
Overview
In this practice, you will create two products and set up one product as a cross sell product of the
other.
Scenario
Fairweather Fashions is a boutique specializing in creating and selling womens apparel. It plans
to promote its new line of winter coats and scarves. As its marketing manager, you want to create
and place the two products in Inventory, and also associate scarves as a cross sell item for winter
coats. These products will later be associated to campaigns for promotional purposes.
Assumptions
Tasks
Creating Products
Products can be created in Oracle Marketing and can be either physical products or services.
Create two products so that you can set up one as the cross sell product of the other.
Set Up Cross Sell relationship Between the Two Products
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Products may be related to each other in different ways. Set up a cross sell relationship between
the two products you just created.
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Setting Up Products
Solution - Setting Up Related Products
Create Two Products
2. Navigate to the Products page.
(N) Product > Products > (B) Create.
Field Name Value

Setup Type Standard Product
Select the Product option
Product Name XX Winter Coat
Product Number XXP1 - is used to identify the product in Oracle
Inventory
Product Type Inventory Type
UOM Each
Description New Winter Coats for launch in November
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Note: The Product Number field is a key flex field that validates the Product Number you
enter. If you enter an invalid value, you will be directed to a page that lists the appropriate
values.
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4. Click (B) Apply.
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Note: If additional flex fields have been defined for the product type, these will be
displayed. You can enter the information in the necessary fields and click (B) Apply.
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Similarly, define Scarves (use the name XX Winter Scarf) as an Inventory product.
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Navigate to (H) Inventory Options and observe the inventory options that are automatically
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Oracle Marketing.
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Set Up Cross Sell Relationship Between the Two Products
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Navigate to the Products page and select the product XX Winter Coat.
8. Click (H) Related Products.
Setting Up Products
9. In the Related Products page, search and select XX Winter Scarf as the Product Name and
Cross-Sell as the Relationship Type. You are setting up scarves as a cross sell product for
coats.
When price lists are defined, products may be associated to one or more price lists.
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Setting Up Products
Summary
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Setting Up Products
Implementing and Using
Home Page Bins, Reports,
and Charts
Chapter 17
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Implementing and Using Home Page Bins, Reports, and Charts

Chapter 17 - Page 1
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Chapter 17 - Page 2
Objectives
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Chapter 17 - Page 3
Marketing Business Intelligence
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Marketing Intelligence
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The Marketing Intelligence reports enable marketing professionals to quickly determine the
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health of the marketing department. The Marketing reports facilitate comparing data of the
current period with prior periods and help analyze trends in lead generation, lead conversion,
cost per
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lead, and revenue per lead, thereby providing historic trend data to plan future objectives.
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Leads Intelligence
The Leads Intelligence reports provides lead conversion information by product category or by
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sales group. Marketing uses this information to align marketing activities with sales. These
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reports provide marketing managers in the organization with visibility into lead activity,
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conversion and aging for all leads assigned to the sales groups. They can view the flow of lead
statuses, measure the quality of leads, see the conversion rates from lead to opportunity, and
compare cost and revenue of lead generation.

Chapter 17 - Page 4
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Oracle Marketing Business Intelligence displays the following:
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Most Recent Bins: Display links to recently accessed campaigns and events. The links are
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generated automatically when you create or edit a campaign or event. The links navigate
you to the details page for the object type. Most Recent bins are available for campaign
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and event objects.
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Reporting Bins: Display trend performance information for key marketing activities.
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Some examples include campaign effectiveness, event effectiveness, and marketing
budgets. Each reporting bin contains links to more granular detailed reports.
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Reports: Displayed directly on the homepage are drill-down reports linked from a
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reporting bin, but with a configurable date range specified by the user. The date aggregate
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for the report is inherited from the calling bin. For example, when drilling down on the
month of September, all data for the drilldown reports is about September.
Charts: Display trend performance information for key marketing activities. They
illustrate information based on date ranges specified by the user. In Oracle Marketing ,
charts render the top comparisons. For example, if you are viewing a Campaigns by

Chapter 17 - Page 5
Leads chart and the number of rows to display is 10, then the chart for Campaigns by
Leads will show the Top 10 Campaigns by Leads.
See Oracle Marketing User Guide for the complete list of Home page bins, reports, and charts.
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Chapter 17 - Page 6
Marketing Intelligence Security
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Chapter 17 - Page 7
Home Page Bins, Reports, and Charts
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Home Page Bins, Reports, and Charts
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individual marketing objects.
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Home page bins, reports, and charts have configurable parameters that may be specific to
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Chapter 17 - Page 8
Practice - Viewing Event Effectiveness Reports on the Oracle
Marketing Home Page
Overview
In this practice, you will personalize the Home page and view effectiveness reports for marketing
events.
Tasks
Personalizing the Home Page
Navigate to the Home page and personalize it to display the Event Effectiveness bin and Events
related modules.
Viewing Event Effectiveness Reports
Select the time period and view the various reports and charts for analyzing event effectiveness.
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Chapter 17 - Page 9
Solution Viewing Event Effectiveness Reports on the Oracle
Marketing Home Page
Personalizing the Home Page
2. Navigate to the Home page and select the Three Columns layout.
3. If the Event Effectiveness bin is not displayed, click (H) Personalize.
4. In the Displayed Bins list, double click and remove the bins you do not want to display. You
can also select a bin name and click (I) <.
5. In the Available Bins list, double click Event Effectiveness to select it for display on the
Home page. You can also select it and click (I) > to move it to the Displayed Bins list.
6. Similarly, for the Wide center column, select the modules Events by Leads and
Opportunities, Event Cost Revenue Report, Events by Registrants, and Events by
Attendance.
7. For the narrow, Right column, move the Most Recent Events bin from the Available Bins
list to the Displayed Bins list.
Viewing Event Effectiveness Reports
9. Review Events data.

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11. View the various reports and charts for analyzing the effectiveness of the various events
conducted in that period.
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Implementation Steps
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Implementation Steps
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Step 1: Setting System Profiles
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Step 1: Setting System Profiles
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Practice - Verifying Home Page Profiles
Overview
In this practice, you will verify whether the home page profile options for month, quarter, and
year for the Marketing Calendar have been set up properly.
Tasks
1. Verify whether the following profile options have been properly set up in your environment:
BIM: Month Period Type
BIM: Quarter Period Type
BIM: Year Period Type
2. What is the proper setting for each profile?
3. What functionality does each profile provide for the Home page?
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Solution Verifying Home Page Profiles
1. To verify profile settings, use the following procedure:
Log in to Oracle Forms with the System Administrator responsibility.
Navigate to Profile > System.
Select the Application level and enter Oracle Marketing.
In the Profile field, enter the profile name (do this one at a time):
BIM: Month Period Type
BIM: Quarter Period Type
BIM: Year Period Type
Click (B) Find.
Verify or set the profile option(s) at the levels that you have selected.
2. The proper setting for each profile is as follows:

BIM: Month Period Type = Yes at System level
BIM: Quarter Period Type = Yes at System level
BIM: Year Period Type = Yes at System level
3. Profile meanings are as follows:

BIM: Month Period Type - This profile selects the month period type corresponding
to the Marketing Calendar
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BIM: Quarter Period Type - This profile selects the quarter period type
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BIM: Year Period Type - This profile selects the year period type corresponding to
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Step 2: Defining Marketing Calendar Periods
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Step 2: Defining Marketing Calendar Periods
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on this calendar.
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Identify the calendar associated with the profile AMS: Marketing Calendar and define periods
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If the fiscal year starts on June 1 every year, to load the facts from 01-Sep-04, the periods for
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the Marketing Calendar starting with the fiscal year containing the date 01-Sep-02 to the
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current fiscal year must be defined.
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Responsibility System Administrator
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Use Oracle Forms
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Step 3: Verifying/Creating Lookups
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Responsibility System Administrator
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Log in to Oracle Forms
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Step 4: Associating Home Page Components
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Step 5: Defining Exchange Rates
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Step 5: Defining Exchange Rates
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All currencies used in transactions must have a conversion rate defined with the conversion
Example:
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rate type specified in the profile AMS:Currency Conversion Type.
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If loading all the campaigns which started on or after 01/SEP/04 where the minimum approval
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date is 01/Mar/04, the currency exchange rates need to be defined from 01/Mar/04.
e
Int
Responsibility General Ledger Super User
e
cl
ra
O

Step 6: Loading Marketing Facts for a First Time Build
nly
O
Step 6: Loading Marketing Facts for a First Time Build
se
see the Oracle Marketing Implementation and Administration Guide.
I U
For a complete list of concurrent programs, specific parameters, sequence, and estimated time,
Responsibility Marketing Intelligence Collection Manager

OA
l &
rna
nte
e I
cl
ra
O

Step 7: Creating Initial Build of Materialized Views
nly
O
Step 7: Creating Initial Build of Materialized Views
se
I U

OA
l &
rna
nte
e I
cl
ra
O

Step 8: Refreshing Materialized Views
nly
O
Step 8: Refreshing Materialized Views
se
I U
A
& O
al
ern
Int
cle
ra
O

Step 9: Loading Marketing Facts from a Previous Refresh Date
nly
O
se
I U

OA
l &
rna
nte
e I
cl
ra
O

Step 10: Refreshing Materialized Views for Daily Refresh
nly
O
se
I U

OA
l &
rna
nte
e I
cl
ra
O

Summary
nly
e O
Us
AI
& O
al
ern
Int
cle
ra
O


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Course Introduction ........................................................................................................................................1-1

Copyright Oracle Corporation, 2005. All rights reserved.

11i Marketing Fundamentals Table of Contents

Copyright Oracle Corporation, 2005. All rights reserved.

11i Marketing Fundamentals Table of Contents

Copyright Oracle Corporation, 2005. All rights reserved.

11i Marketing Fundamentals Table of Contents

Copyright Oracle Corporation, 2005. All rights reserved.

11i Marketing Fundamentals Table of Contents

Copyright Oracle Corporation, 2005. All rights reserved.

11i Marketing Fundamentals Table of Contents

Copyright Oracle Corporation, 2005. All rights reserved.

11i Marketing Fundamentals Table of Contents

Copyright Oracle Corporation, 2005. All rights reserved.

11i Marketing Fundamentals Table of Contents

Thorough knowledge of your company's business processes.

Working experience with Oracle Applications.

Oracle eBusiness Fundamentals

How This Course Is Organized

Copyright Oracle Corporation, 2005. All rights reserved.

11i Marketing Fundamentals Table of Contents

Copyright Oracle Corporation, 2005. All rights reserved.

11i Marketing Fundamentals Table of Contents

cle [Alternate], [F], [D]

Copyright Oracle Corporation, 2005. All rights reserved.

11i Marketing Fundamentals Table of Contents

Passwords DROP USER scott

Lowercase Syntax variables CREATE ROLE role

Typographic Conventions in Oracle Application Navigation Paths

This simplified path translates to the following:

2. (M) From the menu, select Query then Find.

(ST) = Sub Tab

Copyright Oracle Corporation, 2005. All rights reserved.

11i Marketing Fundamentals Table of Contents

The following help navigation path, for example

(Help) General Ledger > Journals > Enter Journals

represents the following sequence of actions:

2. Under the General Ledger entry, expand Journals.

3. Under Journals, select Enter Journals.

Copyright Oracle Corporation, 2005. All rights reserved.

11i Marketing Fundamentals Table of Contents

Copyright Oracle Corporation, 2005. All rights reserved.

11i Marketing Fundamentals Table of Contents

Copyright Oracle Corporation, 2005. All rights reserved.

Copyright Oracle Corporation, 2005. All rights reserved.

Copyright Oracle Corporation, 2005. All rights reserved.

Copyright Oracle Corporation, 2005. All rights reserved.

Copyright Oracle Corporation, 2005. All rights reserved.

Copyright Oracle Corporation, 2005. All rights reserved.

Copyright Oracle Corporation, 2005. All rights reserved.

Copyright Oracle Corporation, 2005. All rights reserved.

Copyright Oracle Corporation, 2005. All rights reserved.

Copyright Oracle Corporation, 2005. All rights reserved.

Copyright Oracle Corporation, 2005. All rights reserved.

Copyright Oracle Corporation, 2005. All rights reserved.

Copyright Oracle Corporation, 2005. All rights reserved.

Copyright Oracle Corporation, 2005. All rights reserved.

Copyright Oracle Corporation, 2005. All rights reserved.

Copyright Oracle Corporation, 2005. All rights reserved.