When Marketing Operations-
Campaign integration is enabled, the name and code of the campaign project (in
Marketing Operations) are the same as the name and code of the campaign (in
Campaign). The campaign project in
Marketing Operations is automatically linked to the corresponding campaign in
Campaign. Users can move from project to campaign and back again by clicking a single button.
Integration eliminates the need for duplicate data entry. Marketing Operations provides a single view of all data and a single location to enter and edit data. You can view and edit shared data only in
Marketing Operations.
Marketing Operations users control when data that is required for campaign execution is published (pushed to
Campaign).
The ongoing transfer of data must be initiated from Marketing Operations through publishing.
Campaign can respond to requests for data (for example, retrieval of cell status information or campaign metrics) and can receive data from
Marketing Operations (for example, campaign or
TCS data), but cannot send data to
Marketing Operations if the data has not been requested.
In Marketing Operations, you can define any number of custom campaign attributes and place them on a campaign project template, along with standard campaign attributes. You can enter data for these attributes in
Marketing Operations and manually publish the data to
Campaign, where these campaign attributes are available as generated fields within the flowchart and for reporting and analytics. The
Marketing Operations user controls when a campaign is created in
Campaign and when campaign attribute data is published to
Campaign.
Campaign always uses the last set of published campaign attributes.
The second major area of ongoing data transfer is the Target Cell Spreadsheet. The TCS manages cell-level information for target and control cells, including cell names, cell codes, assigned offers, control cell linkages, and custom cell attributes. The transfer of cell definitions from
Marketing Operations to
Campaign and the transfer of cell status back to
Marketing Operations can be iterative. Companies often require several cycles before cell definitions and counts are finalized, rows of the
TCS are individually approved, and the campaign is ready to be run.
For systems that enable offer integration, the third major area of ongoing data transfer is offer data. Offers are created in Marketing Operations. When a new offer is created in
Marketing Operations, the offer state is Draft. Changing the state of an offer to Published pushes the offer instance to
Campaign. The first publish creates the offer in
Campaign; subsequent publishing updates the offer instance in
Campaign.