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

Within this third and final article I’ll extend the Target Level Concept with the selection Rules feature.The first article of the series introduces and explains the concept of Target Levels. The second article showed how Target Level linked the Segment Designer, the Campaign Load and the Campaign Execution (Launch).

Target Level and Selection Rules

For this, I’ll re-use the same Segment as before:
image

The concept of Selection Rules allows to associate another Target Level (as a kind of secondary Target Level) to the selected (Primary) Target Level, to influence or constrain the Load of the Campaign Members with related items to the Primary Target Level for the Campaign Membership. For complex scenarios this helps to specify additional logic within the segment, in case the segment should not only include filtering logic for the Target Level, but also a wider logic for the Campaign participation. In this case another Target Level.

Use Case example for Selection Rules

For a Campaign, the target group consists of Individuals (Contacts) where the current Assets (e.g. a cell phone contract) should also be listed in the Campaign participation and Campaign export. However, the Assets of the individual should be constrained to only include contracts which have a end date within the next 3 Month (hence not all Contracts of the Target Level = Individual).

Since the Scenario contains Contacts as well as the Assets belonging to the Contact. The concept of Selection Rules must be used here. Without a selection Rule the Contacts which have a ending Asset are identifiable using the “normal” segmentation criteria, but the Asset Number of the respective ending Contract could not be associated with the Campaign Load (participation) of the Contact.
Thus, selection Rules are used in scenarios where another Target Level item should be associated as Secondary Target Level with the Target Level of the Segment.

Without a selection rule the following SQL is generated for the Campaign Load:
image

SQL statement without selection Rule.

The Selection Rule is added to the Segment to associate the Account (Company) to the Contact Target Level for the Campaign Load:
image
The Selection Rule also contains a constrained for the Secondary Target Level to only include Accounts within a certain Region.
This Example might be used as a Scenario within the Health-care Industry where a Doctor (Contact) might work for multiple Hospitals (Accounts) and only Hospitals within a certain Region should be Addressed for the Contact (Doctor).

After adding the Selection Rule the following SQL is generated for the Campaign Load:
image

SQL statement with Selection Rule.

Since a Selection Rule has been added to the Segment, the counts of the Segment Designer do not match anymore with the Campaign Load counts (as seen in previous article both are independent) as the selection Rule Expression is only evaluated for the Campaign Load but not within the Segment Designer:
image

The logic added with the Selection Rule for the Segment can be phrased as:

Only address Contacts (Target Level) having an Account within a certain Account Region (Selection Rule).

The Target Level concept and count presented within the Segment designer does not “protect” Members from disappearing from the load:

  • When the metadata logic of the Load List is different to the logic of the Segmentation Catalogue metadata (previous article)
  • When a Selection Rule is added to a Segment (Selection rule expression is only evaluated/executed on the Campaign Load)

When loading the Segment using the correct Load List Format (to load Accounts as well as Contacts) the Contact is loaded not with all possible Accounts but only the constrained and relevant Accounts to the Campaign Membership Table. The constraining of related items to the Target Level can only be achieved by using Selection Rules. Otherwise this logic would need to be added to the Export List requiring a different Export List for the Segment.

Selection Rule expression are only evaluated for Load List Formats (Campaign Load) but not the Segment Designer (Segmentation Catalogue).

To summarize

Selection Rule expression are only evaluated for Load List Formats (Campaign Load) but not the Segment Designer (Segmentation Catalogue) leading to a scenario where the count of the Segment Designer will not match the count of the loaded Segment to the Campaign Membership.

Appendix

For a summary of the SQL generation for the Segment designer, Campaign Load and Campaign Launch, click here.

Advertisements

Target Levels: What do they steer and what not? Part 2/3

This is the second Post about the influence of Target Levels. The realm of the first post was limited to the Segment Designer. This post will focus on the Load of Segments to Siebel in conjunction with the Load List Format and compare this behaviour again with the Segment Designer.

Target Level and Segment Designer

As already described in the previous Post, the Segment designer allows counting the target level members according to the segmentation criteria of the segment, the count of each block and the the gross count is displayed, hence indicating the members which are part of the segment and will be loaded into the campaign as members once the campaign is loaded.
image

The SQL statement generated by the Oracle BI server can be inspected from the Marketing Job Log View:
image

selecting the “Get Count” Marketing Job:
image

The below SQL statement was generated by the Oracle BI Server for the Segment Designer to count the Target Level Members within the Business Analytics Warehouse:

image

Target Level and Campaign Load

When loading the Segment into the Siebel Campaign, the segment is “invoked” and the Members currently fulfilling the criteria are loaded to the Campaign Membership (S_CAMP_CON Table).
image

The Oracle BI server will write a text file to the Siebel Shared File system and Siebel will load the text file using a EAI Workflow to the Campaign Membership (S_CAMP_CON Table).

image

To provide the text file in the expected format by the Siebel EAI Workflow, the Oracle BI server provides the Load List Formats designer to provide the means of loading the individual members to the Campaign Membership Table so that they are participating within the Campaign.
image

The generated text file contains the individual members and has the following format (adhering to the Load List format definition):
image

The Load List Format itself is defined on a special Subject area and Business Model for each Target Level, such as Contacts / Accounts:
image

Every Segment is linked to a single Load List Format via the Advanced Options Tab of the Segment designer:
image

Once the Campaign is loaded Siebel sends a SOAP request to the Oracle BI server to execute the segment and generate the text file with the Campaign Members using the Write List Job (visible with the Marketing Job View):

image

The Marketing Job is executed by the Oracle BI server with the following statement to the Business Warehouse for the same sample Segment as before:
image

When comparing the SQL statements executed from the Segment designer with the SQL Statement for the Campaign load it can be seen that they are not the same. This is partially due to the different nature since within the Segment designer, the User is interested in the count, hence a SELECT COUNT(*)while the load requires the individual records, hence no aggregation.
Even though the statements are not the same, the logic (in terms of underlying Tables and Joins) for the Load List format (plus underlying RPD Metadata definition) is matching the logic of the Segmentation Catalogue. Thus, the generated text file and the segment count have the same count of Members (# of Records) for the Segment:
image
 

To summarize: The Target Level links the Segmentation catalogue with the Load and Export List Formats, but the generation of SQL statements is independent for the areas and only depends on the metadata definition on which they are based:
image

Since the generated statements for the Segmentation Designer (based on the Segmentation Catalogue) is independent of the generated statement for the Campaign Load (based on the Load List Format) it’s possible to create a Scenario in which both do not provide the same results (count for Segment and Load) even though both are linked to the same Target Level. This will be the focus of the next article.

For some scenarios this might be desirable since the Campaign Load Format is aware of the Campaign (it is loaded to) and the Treatment (Channel), thus it would be possible to perform certain additional checks e.g. does the Campaign Member have a valid Address for the Channel. However, this additional “segmentation” logic makes it very hard for a Marketing End User to compare the results of the Segment Designer with the actual Members loaded to the Campaign.

Launching the Campaign

When launching the Campaign the impact of the Target level is also very minor. As described before  The Export List format definition is also based on the BI data model and determines the actual SQL generated on the BI System (Data Warehouse). In order to only generate the respective Members of the Campaign the BI System references the Siebel Transactional Campaign Membership Table (S_CAMP_CON) by passing Parameters from Siebel to the Oracle BI System to identify the respective Campaign via the Campaign Id and Load Number. 

Export List Format, based on Transactional Campaign Membership Table:image

Sample Export Format based on above Subject area to Export the Campaign Members for the Execution of the Campaign e.g. using a external Marketing Agency:
image

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.
pic1
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:
image

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:
pic3

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

image

step 1 & 2 are done by the Marketing User within the Segment Designer
image

and step 3 handled via the Oracle BI Server by executing the SQL statement within the Oracle Business Analytics Warehouse:

image

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”:
image

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.
image
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).

Importing Campaign Members with direct database method

The standard (EAI Workflow) loads the Campaign Members using segment definition from Oracle BI with a file based process to Siebel CRM:
image

Within this process the Oracle BI Server generates the Campaign Member file (according to the Load List format definition) and the the Siebel EAI Workflow imports the file to the Siebel Campaign Membership Table (S_CAMP_CON).

Using the standard configuration, the Oracle BI Server will generate only one large file containing all records (possibly millions) which will be loaded using one process (threat) to Siebel. It’s also possible to split up the files into multiple batches, allowing Siebel to load the files in parallel (multiple threats):
image
To improve the performance further there is also the option to directly write to the Siebel Database without using the standard Siebel EAI Workflow process for scenarios with a very high performance requirement for the campaign load, documented in Support note: Understanding Campaign Load Process in version 8.x and 8.1.x (Doc ID 1321528.1) 
camploadsimple

This can be selected on the Load List format Options tab by selecting Database as “Repository choice”:
image
The Oracle BI server then uses the Siebel Marketing OLTP Database Connection Pool to directly write to the Campaign Membership Table (S_CAMP_CON):
image

Since this method completely bypasses the Standard Workflow, the load list format needs to be adapted to include Siebel Technical Columns (rather then the Integration Object attribute names), the generation of a Siebel like Row-Id such as “1-45…” and possibly also perform some lookups for the default Organization (OU_ID).

Further documentation about this direct database method for Siebel Campaign Loads can be found in the following support notes:

Instantiation of Export List for Siebel Campaigns

Once a direct mail Campaign is launched/executed in Siebel, a Export List is instantiated based on the Export List format (defined in OBIEE and typically containing the Campaign Members), writing the file to the shared marketing file system for distributing to external Agencies.

This progress and completion of the process between OBIEE writing the file and Siebel loading the file via the Integration Object to the Campaign Member Table S_CAMP_CON can also be check from the Task Log Applet of the Campaign :

image

While the Oracle BI system will check the current campaign Members (at point of launching the Campaign) and associate the data according to the export list format definition, not all scenarios might return data. E.g. a Export list may join the Campaign Members with a Asset, but in case of a small Campaign maybe none of the selected Members might own a Asset resulting in zero Records. In this no(zero) records is the correct result of the Export List. This is also displayed as a Warning in the Task Log Applet:

image

However, a Bug exists (3-12931858661 : List Export formats in Marketing Segmentation behave differently when there is no data) in the current release of Oracle BI (OBIEE) for this process, as a file containing zero Records is not written as a file (no file created) leading to a Error in Siebel instead:

image

Since the Issue is with Oracle BI this can also be re-produced within the Oracle BI instance. When clicking the Generate Preview button a error Message is displayed in the List Format designer, informing that no file has been created:

image

Which is also logged in the Administration of Marketing Jobs view:
image

The Workaround

To enforce the generation of Export files, even in case of zero records the XML definition of the Export List needs to be changed by adding a header / footer XML tag.

When creating a new Export list the XML definition does not contain a header / footer XML Tag when clicking the “Get XML” Button:
image

To add a header / footer Tag to the XML definition of the Export list, one needs to just click on the Header and Footer Tab and then click the “Set XML” Button resulting in a header / footer Tag in the XML definition:
image

This header/ footer Tag will ensure that a Export file is always written to the shared Marketing file system. The preview looks then like the following:
image

Siebel Integration with Oracle BI for loading Leads, Responses and synchronizing Customers

Most often Siebel Marketing and Oracle BI will be used to load campaign members for a marketing campaign based on Segment criteria defined within Oracle BI:

image

The Siebel Campaign Membership is then loaded based on the defined Load List Format with Type “Campaign Load”:

image

Once the Marketing Users clicks the Campaign Load Button the below Siebel Workflow is executed and triggers the generation of a File (csv) that is loaded by the Workflow into the Siebel Campaign Membership:

image

This Workflow also only exists for loading Contacts and not for Accounts. Even for Accounts (Companies) this Workflow requires at least one Contact within the Account.

However, the Standard (BI Applications 7.9.6.4) additionally offers to load other Entities than the Campaign Membership:

(Described within the Official Bookshelf Documentation.)

This allows to:

  1. Load/Synchronize Customers into Siebel from other Sources e.g. to load Prospects which have been bought from 3rd Parties.
  2. Load Leads and Responses into Siebel

For this, the following standard Workflows exist:

image

E.g. for creating Leads the Workflow:

image

The Workflows also triggers the generation of a File (csv) by Oracle BI which is being loaded into the respective Siebel Entity e.g. Lead.

This provides Users with the possibility to define criteria that qualify a lead for a specific Campaign. If these criteria (expressed as Segment criteria) are being fulfilled, a Lead will be created within Siebel. A Segment to qualify a Lead based on e.g.Campaign Responses could look like the following:

image

The Workflow “Marketing Create Leads” then loads the Marketing Lead Integration Object (described above), which has the following definition:

Component Description
Lead Defines all the primary attributes of the entity lead.

User Key: Id

Lead Organization Defines the Organization attributes associated with the lead.

User Key: Organization Id

Lead Position Defines attributes of Position associated with the lead.

User Key: Position Id

Lead Product Defines attributes of Products associated with the lead.

User Key: Product Id

Using the following Load List Format of Oracle BI:

Table Heading Column Heading Column Formula
Lead Id ‘NOID’
Lead Lead Status ‘@{leadStatus}{}’
Lead Treatment Id ‘@{treatmentID}{}’
Lead Description ‘@{description}{}’
Lead Contact Id – Contact Profile.”Contact Id”
Lead Prospect Id – Contact Profile.”Prospect Id”
Lead Account Id – Contact Profile.”Account Id”
Lead Source Id ‘@{campaignID}{}’
Lead Division Owner ‘@{divisionID}{}’
Lead Quality ‘@{leadQuality}{}’
Lead Lead Score ‘@{score}{}’
Lead Primary Partner Id ‘@{partnerID}{}’
Lead Calc Lookback Days ‘@{leadLookbackDays}{}’
Lead Calc Product Id ‘@{productID}{}’
Lead Product Product Id ‘@{productID}{}’
Lead Position Position Id ‘@{positionID}{}’

And the corresponding standard Load List definition of Oracle BI:

image

Instead of being of Type “Campaign Load” the above Standard Load List is of Type “BI Data Load”. To synchronize customer data another Load List Type is available “Customer Synchronization”.

A Marketing User can configure all this steps during design-time of a Marketing Campaign with the Program flow:

image

By selecting:

1) Select the Load List Format for loading Leads from BI into the Marketing Lead Integration Object.

image

Only Load List of Type “BI Data Load” are available for a Marketing User.

2) specifying the stored segment (created beforehand) to evaluate/qualify a Lead based on certain Campaign Responses given by the Campaign Participants.

image

To summarize. Siebel Marketing offers not only the possibility to load Campaign Members into the Campaign Membership (S_CAMP_CON Table) but also Responses or Leads via standard Marketing Workflows and Load Lists provided out-of-the-box.