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Campaign Automation Process

 

Campaign automation is used within multichannel, multistep and real-time campaigns, providing direct reactions to customer responses.

Campaign automation enables the modelling of different campaign elements, depending on customer responses.

 

Modeller

 

The modeller in campaign automation runs as a java applet. The modelling area can be used to insert all required campaign automation elements and connect the same to model the campaign automation process. The modelling of the different nodes can be done using drag and drop.

Elements

There are the following campaign automation elements available:

Start node: The start node represents the campaign itself. This is no real process step but required for starting the whole campaign automation process.

Campaign element: A campaign element represents each process step. A campaign element is used for any interaction with a business partner or employee within the automated campaign process.

Decision Node: A decision node can be used for defining the subsequent campaign steps. The decision node contains a list of rules that defines the follow up campaign elements to be executed.

Optimization Element: Optimization Elements are used for optimizing target groups created from preceeding campaign elements based on certain criteria.

Connector Node: Connector Nodes are used in event triggered campaigns. Connector nodes don't have successor campaign elements but launch completely new campaigns.

 

Connectors: The different nodes are connected using connectors.

Workflows

Each campaign element triggeres a workflow. The processing therefore does not require any manual action but is executed in the background as workflow. The workflow needs to be assigned to the campaign element.

There are the following workflows available in standard:

Short TextTechnical IDDescription
Start Campaign ProcessWS14000060Schedules the next workflow that is assigned to the next campaign element in the process. It cannot be assigned to a campaign element but is triggered automatically whenever a campaign is started.  
Send Target Group to Channel  WS14000061 Can be assigned to any campaign element except those used for direct response processing.  
Create Target GroupWS14000062Can be assigned to any campaign element except those used for direct response processing. It generates a target group based on the segment that is assigned to the campaign element.    
Create Target Group and Send to Channel   WS14000063  Can be assigned to any campaign element except those used for direct response processing. It works in the same way as Create Target Group but executes the step right away.    
Send E-Mail to Person Responsible

WS14000064  

Can be assigned to any campaign element in the process. The only purpose of this element is to send an e-mail to the person responsible for this step. The e-mail content is not the text in the workflow but the content of the mail form assigned to the step.    
Add BP to Target Group  

WS14000066 

Can be used for any campaign element which is used for direct response processing. It is used to add an account or prospect that responds in a certain way to a segment assigned to a campaign element.

Remove BP from Target Group     

WS14000067  Is a supplement to Add BP to Target Group. It is used to remove an account or prospect responding in a certain way to the segment assigned to campaign element.
Transfer Responder to Channel   WS14000069Can be assigned to any campaign element that follows a decision node. It is used to directly contact the account or prospect that responded to the step preceding the branching node.

 

Each of the workflows requires some paramters to be executed properly, such as the segment, a communication medium and/or a mail form for being sent out.

Sample Campaign Automation Process

 

The following shows a sample campaign automation process. The process is designed as following:

A mail containing a survey is sent out to each member of a target group.

Depending on the response (can be either yes or no) the following happens:

  • positive response: a new target group is created and another mail is sent
  • negative response: a mail is sent

 

This process is designed using the following nodes:

 

Campaign element: Send TG to Channel:

workflow assigned: send target group to channel communication medium + mail form

 

Decision Node

Depening on the rules within the decision node the response of the survey triggers on of the follow up campaign elements.

 

Campaign element: Add BP to Target Group

workflow assigned: add BP to TG Segment assigned

An empty target group is required for adding the business partners with positiv survey answer.

 

Campaign element: Transfer Responder to Channel

workflow assigned: Transfer responder to channel

The workflow requires communication medium + mail form

 

When now the campaign automation is started, each TG member receives the email containing the survey link.

The first TG member answers the survey with 'yes'.

The decision node is executed accordingly, and the next process step is executed to add the business partner the the newly created target group.

 

The second TG member answer the survey with 'no'.

The decision node is executed accordingly, and the next process step is executed and a mail is sent to this business partner.

 

Analyzing Approaches

Customizing

The required customizing is documented in the following note:

 

1177624 Recommendations for the standard CA Workflow Customising

864350 CA: Campaign Automation customizing Tips and FAQs

 

SWI1

Using transaction SWI1 the exectuted workflow item can be tracked.

This provides the option to check the graph. In case the workflow is hanging, this can be seen within the graph.

After the full process is executed all work items are available in SWI1.

Known issues

 

Java Applet issues

 

Issues related to the java modeller should be solved with the following notes:

2223402 Java Applet not signed.
1974908 Campaign Automation doesn't work with Java version 1.7 update 45 and higher
1944777 Campaign Automation Java Applet not working correctly with all browsers

 

Uncaught UI exceptions - BSP errors

 

There are some issues that result in BSP errors - those should be solved with the following notes:

1840902 - BSP exception error in decision node and during the process of different business areas
1839753 - BSP exception error when displaying a questionnaire from within a decision node
1745297 - BSP Error when setting up Campaign Automation in Non English language

 

Characters not displayed properly

 

Characters such as German Umlauts or Cyrillic letters are not displayed properly. This issue should be solved with the following note:

 

2143907 Campaign Automation: Invalid escape character conversion for special characters

Action customizing

The survey inbound processing goes via the assigned 1order transaction. In the sample scenario this is lead transaction. The transaction type requires the campaign automation action, in the sample the inbound processing goes via action CAMPAIGN_AUTOMATION_LEAD. This is available in action profile CAMPAIGN_AUTOMATION_LEAD which needs to be assigned to the lead transaction type.

In case an appropriate action is not assigned to the transaction type the survey responses cannot be retrieved.

 

 

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