Before you begin using IBM® Campaign to create marketing campaigns, there are some important initial tasks. Some of these initial tasks, such as creating offer templates, typically are done by administrators.
One of the most important initial tasks is to make information about your customers and products available to Campaign. To access your user data,
Campaign needs to know which tables or files in your data source to use. To make your data available for use in
Campaign, your company's database tables and files must be mapped into
Campaign. An administrator typically performs this step. An administrator also creates offer templates, strategic segments, and other data objects for use in campaigns. For more information, see the
Campaign Administrator's Guide.
Often, the first step is to design the campaign on paper or in IBM® Marketing Operations so you can determine your workflow. Identify your campaign goals, decide what offers to make, which customers to include or exclude, and whether to use control groups. After this initial design, you can use
Campaign to create marketing campaigns to accomplish your objectives.
You use Campaign to define offers. You then create a flowchart where you select customers or prospects to be contacted, assign offers to your selections, and generate a list of contacts. When customers respond, you can use a separate flowchart to track the campaign results.