Target Levels: What do they steer and what not? Part 1/3

For effective Marketing Campaign it’s important to define and find the best target group that should receive the Campaign messaging and/or Campaign Offer. Within Oracle Siebel CRM the target group is implemented with the concept of Target Levels.

This first article will focus on the basic’s of the Target Level concept and configuration within the Application (Oracle BI)

The concept and configuration of Target Levels

Target Levels (also referred to as QLI “Qualified List Item”) are used in the Marketing module of Oracle BI to identify and count the members of a segment that should be contacted within a marketing campaign. The complete Marketing Configuration and the Target levels concept in particular adds an additional layer of abstraction over the pre-built BI data model, allowing to re-use the complete data model of the Oracle Business Analytics Warehouse for the purpose of segmentation and campaigns.
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The above diagram shows this with a few examples. The Conforming Dimension of e.g. “Customer” is being setup amongst multiple Facts (Orders, Campaigns, Service Requests) as Target Level. The criteria of the star (dimension & facts) are then available for Segmentation as Segmentation catalogue. When using the Segmentation catalogue within the Segmentation designer to define the Segmentation criteria, the Oracle BI Server translates the segment criteria into SQL for performing the counting of the Target level members which are meeting the segmentation criteria.

The Marketing Manager allows to define the Marketing specific configuration (“as additional layer”) by referencing the pre-built Presentation Layer data model for the specific Marketing metadata such as Target Levels, Load List Formats or Export List Formats:
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While target levels can technically refer to any logical object of the RPD metadata layer, they should only be defined upon dimensions, since a typical target level such as “customers” might be used/referenced in almost all facts of the warehouse as conforming dimension. Thus, the target level members (e.g. Customers) can be identified and counted within the facts of the Analytical data model.
Technically, the target level is linked with a particular presentation column (field) of the dimension, usually the Primary Key of the Dimension:
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Target Level within the Application

The following example shows the required User steps within the Application and the execution by the System (Orcle BI):

  1. choose Target Level Contact (Individuals)
  2. define segment criteria based on Job Title
  3. Translation into SQL for counting of Target Level Members

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step 1 & 2 are done by the Marketing User within the Segment Designer
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and step 3 handled via the Oracle BI Server by executing the SQL statement within the Oracle Business Analytics Warehouse:

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Hence, the Target Level steers the object and column that should be used for counting the (Target Level) Members. The translation to generate the SQL statement within the Oracle Business Analytics Warehouse is done based on the Marketing metadata configuration and the BI metadata model. Below is a example of the “path”:
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Target Level within Segment Designer, Load Lists and Export Lists

The Target Level is not only associated with the Segmentation catalogue for building the segment, but also with Load Lists Formats and Export Lists Formats. Where the Load List Format define how the Segment members should be loaded to the Campaign Management System (Siebel Marketing) and the Export Lists what kind of information should be exported to the Campaign Execution (Agency) to address the Segment Member.
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For the purpose of Segmentation the Street Address and House number are not important (Segmentation Catalogue), for the load of the Customer as Campaign Member only the Customer Id is relevant (Load List Format), but for the execution the complete Address of the Customer is required, but not the Customer Id (Export List Format).

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