IBM® Marketing Operations provides a standard set of marketing object types that represent work products that most organizations use to plan and manage marketing goals:

These standard marketing object types are added when optional features are enabled for Marketing Operations:

At your organization, users may need to track other types of marketing objects. Marketing objects can include physical items, such as a letter, credit card, or banner ad. Marketing objects can also represent business components, such as a credit card offer, target segment definition, or rewards program definition. You can define a custom marketing object type for each physical item or business component you want to manage and track in Marketing Operations. Given the examples that are listed above, you create these custom marketing object types.

The following diagram shows the internal representation of marketing object types in IBM® Marketing Operations, and how the components relate to one another.