Example of a Multi-Wave Campaign
Multi-wave campaigns contain periodical steps and take the customer's response into account. A typical multi-wave campaign could look as follows:
Example
You want to send out an e-mail invitation for a trade fair to all customers that attended a trade fair last year. It contains a link to a questionnaire asking whether or not the customer will attend. If the customer replies to say that he will attend, he receives a thank you e-mail as confirmation. A target group is created with all customers that reply to say that they will not attend. Two weeks after the first e-mail has been sent, a call list is generated for these customers and they will be contacted to ask why they do not wish to attend.
Process
Overall Marketing Planning
First you create your automated campaign and approve it so that it runs automatically.
Then you calculate the costs or amount you want to budget for your campaign using key figure planning.
Prepare Collaterals
In this example, you would need to prepare the following:
A target group for all customers that attended last year in
Marketing
Segments
A survey for responses, for example, “Would you like to attend our trade fair? – Yes/No”. You create a survey in the transaction CRM_SURVEY_SUITE, and then generate a link to it by selecting
Generate URL
. The assigned survey is then displayed in the campaign element on the campaign automation screen.An invitation e-mail with a link to this survey. You can define this mail in
Marketing
Mail Forms
.A confirmation e-mail
Scripts to be used in the call lists for the customers that are not attending
Define Process Steps
In your campaign, navigate to campaign automation to start process modeling. Process steps could be:
Send an e-mail to a specific target group (Workflow: Send Target Group to Channel).
Send a confirmation mail to responders.
Generate a call list with all target group members that did not respond.
Define Processing Rules and Conditions
Define the rules and conditions that have to be taken into account when executing the campaign process. You define two rules for this scenario:
The first rule would contain the condition: “In the survey Trade Show Invitation, the business partners answered the question Would you like to attend? with Yes” and the follow-up step “Send confirmation mail”.
The second rule would contain the condition: “In the survey Trade Show Invitation, the business partners answered the question Would you like to attend? with No” and the follow-up step “Collect for call list”.
Simulate and Optimize
In this step you can optimize the marketing channels for profitability, taking into consideration business constraints.
Start or Schedule Campaign Process
Once the start node is executed or scheduled, the complete process runs without further manual intervention.
Monitor and Analyze
At any time you can monitor how many customers or prospects have passed a certain process step, and how they have responded. You can see this information in the process modeling area, if the counter settings have been made on the Personalization page.