Settings for the Optimization Element
In campaign automation, you can use an element with type Optimization
Element
in the modeling area. You go to the Optimization
Details
to define the settings.
Integration
You assign exactly one campaign element to an optimization element as a predecessor and any desired number of campaign elements as direct successors.
The predecessor campaign element serves as the preparation element for the optimization. You assign the initial target group(s) that is to be distributed to the subsequent elements during the optimization. The task of the predecessor campaign element is also to determine when the optimization is to be started in an update run.
The campaign elements following the optimization element represent the various alternatives with which business partners from the target group of the predecessor element can be contacted.
Features
You can make the following settings in the Optimization
Details
for an optimization element:
General Data
You can specify the Target Function
of
the optimization element: You can choose between:
Maximize Net Value
Represents the anticipated profit that a campaign can yield. The prerequisite for using this option is that some cost and revenue key figures are known.
Maximize Response
If no cost and revenue assumptions are known, you select this option. In this case, however, no predictions are made regarding anticipated profit or costs. Budget restrictions cannot be taken into account.
Parameters
In Parameters
, you enter for each
campaign element the key figures that are to be taken as the basis for the
optimization.
Conditions
You can enter conditions that should be applied during the optimization. These conditions relate to the predicted key figures for which you can enter an upper or lower limit. You can apply the conditions either to all alternatives as a single block or to a group of individual alternatives.
Example
You can specify budget restrictions as upper limits for the cost key figures, capacity limitations as upper limits for the number of contacts, and product availability restrictions as upper limits for the number of responses.
You can formulate any number of conditions to be applied simultaneously by the system.
Assignment Conditions
In some cases, it may not be desirable or possible to address each business partner from the initial target group using each of the alternatives available. For such cases, you can define assignment conditions, for example for business partners that are only to be addressed by specific campaign elements. You do this using the Rule Editor.
Simulation
In this screen, you can start the optimization from the planning phase of the campaign. The system divides up the business partners and makes predictions on the basis of the settings valid at that moment and using the current status of any response prediction models used. This allows you to see what effects the campaign could potentially have when different assumptions and restrictions are applied.
When you perform the campaign simulation, the system first reads
the data for the initial target group and applies any assignment conditions
specified. A program is then run in the background in a connected SAP NetWeaver
BI system. While this program is running, you can continue in SAP CRM. Choosing Refresh
Simulation Display
allows you to see how far the division
of business partners has progressed.
Once the run has ended successfully, a table appears with the prediction values for the individual campaign elements.
If no valid solution was found, refer to the detailed log. This can be the case, for example, if you have entered conditions that cannot be fulfilled or that are contradictory.
The system does not create any target groups during the simulation.
Results
When you have performed the optimization element as part of a campaign, you now see the key figures determined for this point in time. In addition, the system has created for each successor element a target group containing the relevant business partners.