Campaign v6.1 en

Campaign - MRM
Technical Documentation
Adobe Campaign v6.1
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Table of Contents
Adobe Campaign v6.1 - Campaign - MRM
Chapter 1. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Chapter 2. Marketing campaigns . . . . . . . . . . . . . . . . . . . . . . . . 9

Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Core concepts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Navigation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Accessing the web interface . . . . . . . . . . . . . . . . . . . . . . . . 19
Setting up marketing campaigns . . . . . . . . . . . . . . . . . . . . . . . . 20
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Creating a campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Creating and configuring deliveries . . . . . . . . . . . . . . . . . . . . . . 24
Selecting the target population . . . . . . . . . . . . . . . . . . . . . . . 25
Checking and approving deliveries . . . . . . . . . . . . . . . . . . . . . . 36
Starting a delivery . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
Managing the associated documents . . . . . . . . . . . . . . . . . . . . . 55
Approval process . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
Tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
Campaign templates . . . . . . . . . . . . . . . . . . . . . . . . . . . 78
Recurring and periodic campaigns . . . . . . . . . . . . . . . . . . . . . . 90
Providers, stocks and budgets . . . . . . . . . . . . . . . . . . . . . . . . . 99
Creating service providers and their cost structures . . . . . . . . . . . . . . . . 99
Stock and order management . . . . . . . . . . . . . . . . . . . . . . . 109
Calculating budgets . . . . . . . . . . . . . . . . . . . . . . . . . . . 116
Chapter 3. Tasks, resources and budgets . . . . . . . . . . . . . . . . . . . . 117

Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117
Core concepts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118
User-friendliness . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118
Creating and managing tasks . . . . . . . . . . . . . . . . . . . . . . . . 118
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118
Creating a new task . . . . . . . . . . . . . . . . . . . . . . . . . . . 120
Task map . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
Types of task . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138
Adobe Campaign v6.1 - Campaign - MRM | 3

Life cycle . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145
Controlling costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 154
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 154
Creating a budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155
Adding expense lines . . . . . . . . . . . . . . . . . . . . . . . . . . 160
Cost commitment, calculation and charging . . . . . . . . . . . . . . . . . . 162
Orders and invoices . . . . . . . . . . . . . . . . . . . . . . . . . . . 175
Managing marketing resources . . . . . . . . . . . . . . . . . . . . . . . . 178
Adding a marketing resource . . . . . . . . . . . . . . . . . . . . . . . 178
Collaborative work on resources . . . . . . . . . . . . . . . . . . . . . . 179
Life cycle of a marketing resource . . . . . . . . . . . . . . . . . . . . . . 182
Linking a resource to a campaign . . . . . . . . . . . . . . . . . . . . . . 186
Stock management . . . . . . . . . . . . . . . . . . . . . . . . . . . 187
Advanced functions . . . . . . . . . . . . . . . . . . . . . . . . . . . 189
Discussion forums . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190
Accessing a forum . . . . . . . . . . . . . . . . . . . . . . . . . . . 190
Using a forum . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190
Posting to the personal forum of an operator . . . . . . . . . . . . . . . . . . 192
Subscribing to a forum . . . . . . . . . . . . . . . . . . . . . . . . . . 192
Checking notification delivery . . . . . . . . . . . . . . . . . . . . . . . 193
Chapter 4. Campaign Optimization . . . . . . . . . . . . . . . . . . . . . . 195

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195
Additional configurations . . . . . . . . . . . . . . . . . . . . . . . . . 196
Consistency rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 198
What is a consistency rule? . . . . . . . . . . . . . . . . . . . . . . . . 198
Sales pressure rules . . . . . . . . . . . . . . . . . . . . . . . . . . . 198
Examples of pressure rules . . . . . . . . . . . . . . . . . . . . . . . . 208
Controlling message management capacity . . . . . . . . . . . . . . . . . . 215
Analysis and arbitration . . . . . . . . . . . . . . . . . . . . . . . . . . 221
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221
Default rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221
Creating a control rule . . . . . . . . . . . . . . . . . . . . . . . . . . 222
Filtering . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 225
Creating a filtering rule . . . . . . . . . . . . . . . . . . . . . . . . . . 225
Selecting the filtering rule application field . . . . . . . . . . . . . . . . . . . 227
Creating and using a filtering typology . . . . . . . . . . . . . . . . . . . . 229
Rule application modes . . . . . . . . . . . . . . . . . . . . . . . . . . 231
Defining application conditions . . . . . . . . . . . . . . . . . . . . . . . 231
Adjusting calculation frequency . . . . . . . . . . . . . . . . . . . . . . . 231
Selecting the rule application phase . . . . . . . . . . . . . . . . . . . . . 232
Campaign simulations . . . . . . . . . . . . . . . . . . . . . . . . . . . 233
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 233
Configuration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 234
Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . 238
Simulation tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . 241
Chapter 5. Distributed Marketing . . . . . . . . . . . . . . . . . . . . . . . 247

Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 248
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 248
Terminology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 248
User-friendliness . . . . . . . . . . . . . . . . . . . . . . . . . . . . 249
Operators and entities . . . . . . . . . . . . . . . . . . . . . . . . . . 250
Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . 251
Creating a local campaign . . . . . . . . . . . . . . . . . . . . . . . . . . 253
Creating a local campaign template . . . . . . . . . . . . . . . . . . . . . 253
Creating the campaign package . . . . . . . . . . . . . . . . . . . . . . . 263
4
Ordering a campaign . . . . . . . . . . . . . . . . . . . . . . . . . . 267
Approving an order . . . . . . . . . . . . . . . . . . . . . . . . . . . 271
Creating a collaborative campaign . . . . . . . . . . . . . . . . . . . . . . . 276
Creating a collaborative campaign . . . . . . . . . . . . . . . . . . . . . . 276
Creating a collaborative campaign package . . . . . . . . . . . . . . . . . . 282
Ordering a campaign . . . . . . . . . . . . . . . . . . . . . . . . . . 285
Approving an order . . . . . . . . . . . . . . . . . . . . . . . . . . . 286
Publishing the campaign package . . . . . . . . . . . . . . . . . . . . . . . 286
Assigning a reviewer . . . . . . . . . . . . . . . . . . . . . . . . . . . 287
Adding other reviewers . . . . . . . . . . . . . . . . . . . . . . . . . 289
Approval periods . . . . . . . . . . . . . . . . . . . . . . . . . . . . 289
Approving via the Adobe Campaign console . . . . . . . . . . . . . . . . . . 290
Accessing campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . 290
Accessing the campaign . . . . . . . . . . . . . . . . . . . . . . . . . 290
Available settings . . . . . . . . . . . . . . . . . . . . . . . . . . . . 291
Campaign execution . . . . . . . . . . . . . . . . . . . . . . . . . . 291
Tracking a campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . 291
Filter packages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 291
Edit packages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 292
Cancel a package . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294
Reinitializing a package . . . . . . . . . . . . . . . . . . . . . . . . . 296
Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 297
Creating a local campaign (by form) . . . . . . . . . . . . . . . . . . . . . 297
Creating a collaborative campaign (by target approval) . . . . . . . . . . . . . . 300
Creating a collaborative campaign (by form) . . . . . . . . . . . . . . . . . . 307
Chapter 6. Response Manager . . . . . . . . . . . . . . . . . . . . . . . . 313

Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 313
Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 313
Hypothesis concept . . . . . . . . . . . . . . . . . . . . . . . . . . . 313
Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 314
Configuration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 314
Configuring schemas . . . . . . . . . . . . . . . . . . . . . . . . . . 314
Managing indicators . . . . . . . . . . . . . . . . . . . . . . . . . . . 318
Hypothesis templates . . . . . . . . . . . . . . . . . . . . . . . . . . . 319
Creating a hypothesis model . . . . . . . . . . . . . . . . . . . . . . . . 319
Example: creating a hypothesis template on a delivery . . . . . . . . . . . . . . 328
Creating hypotheses . . . . . . . . . . . . . . . . . . . . . . . . . . . . 332
Creating a hypothesis on the fly on a delivery . . . . . . . . . . . . . . . . . . 332
Referencing a hypothesis in a campaign delivery . . . . . . . . . . . . . . . . 336
Adding a default hypothesis to deliveries for a campaign . . . . . . . . . . . . . . 336
Creating a hypothesis on an offer . . . . . . . . . . . . . . . . . . . . . . 338
Example: creating a hypothesis linked to a delivery . . . . . . . . . . . . . . . . 340
Hypothesis tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . 345
Hypothesis results . . . . . . . . . . . . . . . . . . . . . . . . . . . 346
Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 348

6
CHAPTER1
Introduction
Table of Contents
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Overview
You can create and manage marketing campaigns using Campaign. The aim of this application is to define, optimize,
execute and analyze communications and marketing campaigns. Campaign acts like a unified order and execution
center for marketing strategies. For more on this, refer to Marketing campaigns.
The Marketing Resource Management (MRM) lets you control marketing actions in a collaborative mode by providing
complete management and real-time tracking of the tasks, budgets and marketing resources involved. The Marketing
Resource Management lets you optimize and regulate the management of internal and external processes, resources
and marketing campaigns, as well as third party relations (agencies, printers, etc.) For more on this, refer to Tasks,
resources and budgets.
Note:
For more on the Adobe Campaign platform functionalities, refer to Platform.
Issues related to population targeting, message personalization and message delivery on the various channels are
detailed in the Delivery guide.

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CHAPTER2
Marketing campaigns
Table of Contents
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Core concepts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Navigation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Accessing the web interface . . . . . . . . . . . . . . . . . . . . . . . . . 19
Setting up marketing campaigns . . . . . . . . . . . . . . . . . . . . . . . . . 20
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Creating a campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Creating and configuring deliveries . . . . . . . . . . . . . . . . . . . . . . . 24
Selecting the target population . . . . . . . . . . . . . . . . . . . . . . . . 25
Checking and approving deliveries . . . . . . . . . . . . . . . . . . . . . . . 36
Starting a delivery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
Managing the associated documents . . . . . . . . . . . . . . . . . . . . . . . 55
Approval process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
Tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
Campaign templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78
Recurring and periodic campaigns . . . . . . . . . . . . . . . . . . . . . . . 90
Providers, stocks and budgets . . . . . . . . . . . . . . . . . . . . . . . . . . 99
Creating service providers and their cost structures . . . . . . . . . . . . . . . . . . 99
Stock and order management . . . . . . . . . . . . . . . . . . . . . . . . 109
Calculating budgets . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116
Overview
Campaign, the marketing campaign creation module of Adobe Campaign, lets you create, configure, execute and
analyze marketing campaigns. All marketing campaigns can be managed from a unified control center.
Core concepts
The following concepts need to be known in the context of Campaign:
n Campaign
A campaign centralizes all the elements related to a marketing campaign: deliveries, targeting rules, costs, export
files, related documents, etc. Each campaign is attached to a program.
For more on this, refer to Adding a campaign [page 22].
n Program

A program lets you define marketing actions for a calendar period: launch, canvassing, loyalty, etc. Each program
contains campaigns linked to a calendar, which provides an overall view.
n Plan
The marketing plan can contain multiple programs. It is linked to a calendar period, has an allocated budget and
can also be linked up to documents and objectives.
For more on this, refer to Campaign calendar [page 11].
n Objectives
Within the campaign, program or plan, you can state a list of objectives. These are quantified values to be reached.
At the end of the campaign, program or plan, the MRM module lets you compare the objectives and results in
dedicated reports.
n Delivery outline
A delivery outline is a structured description of a delivery. Every delivery can refer to a delivery outline which
contains, for example, the related offers, documents to be attached, or a link to stores. An offer can be referenced
in the delivery according to the delivery outline selected.
For more on this, refer to Associating and structuring resources linked via a delivery outline [page 58].
Navigation
Home page
Once you connect to the database, you will see the home page.
Note:
For more on the overall Adobe Campaign ergonomics, and on profile management functionalities, refer to the
Platform guide.
All functionalities linked to deliveries are detailed in the Delivery guide.
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Marketing campaigns
Click the links in the navigation bar to access the various universes. Campaign elements are found in the Campaigns
universe: here you can see an overview of the marketing programs and campaigns as well as their sub-sets. A
marketing program is made up of campaigns, which are made up of deliveries, tasks, linked resources, etc. In the
context of marketing campaign management using Campaign, the information concerning deliveries, budgets,
reviewers and linked documents are found in the campaigns.
The navigation block of the Campaigns universe offers the following entries:
n Campaign calendar: calendar of plans, marketing programs, deliveries and campaigns. Refer to Campaign
calendar [page 11].
n Campaigns: access to the campaigns contained in all marketing programs.
n Deliveries: access to the deliveries linked to the campaigns.
n Web Applications: access to Web applications (microsites, forms, surveys, etc.).
Campaign calendar
Each campaign belongs to a program which in turn belongs to a plan. Plans, programs and campaigns are accessed
via the Campaign calendar menu in the Campaigns universe.
To edit a plan, program, campaign or delivery, click its name in the calendar and then click Open.... It is then displayed
in a new tab, as shown below:

You can filter the information displayed in the campaign calendar. To do this, click the Filter link and select the
filtering criteria.
Note:
When you filter on a date, all campaigns with a start date that is later than the specified date and/or with an end date
earlier than the specified date are displayed. Dates need to be selected using the calendars to the right of each field.
You can also use the Search field to filter the displayed items.
The icons linked to each item let you view its status: finished, in progress, being edited, etc.
Browsing in a marketing program

Campaign allows you manage a set of programs made up of various marketing campaigns. Each campaign contains
deliveries and the associated processes and resources.
Browsing a program
When editing a program, use the tabs described below to browse and configure it.
n The Schedule tab displays the calendar of programs for a month, week or day depending on which tab you click
in the calendar header.
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Marketing campaigns
If necessary, you can create a campaign, a program, or a task via this page.
n The Edit tab lets you personalize the program: name, start and end dates, budget, linked documents, etc.

Accessing campaigns
Campaigns can be accessed via the campaign calendar, the Schedule tab of the program, or the list of campaigns.
1 Via the campaign calendar, select the campaign you want to display, then click the Open link.
The campaign is edited in a new tab, as shown below:
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Marketing campaigns
2 Via the Schedule tab of the program, the edit mode is the same as via the campaign calendar.
3 Via the Campaigns link of the Campaigns universe, click the name of the campaign you want to edit.
Controlling a campaign
Dashboard
For each campaign, jobs, resources and deliveries are centralized in a single screen - the dashboard- which lets you
manage marketing actions in collaboration with others?

The dashboard of a campaign is used as a control interface. It accesses the main campaign creation and management
stages directly: deliveries, extraction files, notifications, budgets, etc.
With Campaign you can set up collaborative processes for the creation and approval of the various stages of marketing
and communication campaigns: approval of the budget, target, content, etc.
Note:
The configuration of campaign templates is presented in Campaign templates [page 78].
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Marketing campaigns
Schedule
A campaign centralizes a set of deliveries. For each campaign, the schedule offers a global view of all components:
this lets you display the tasks and deliveries and access them easily.
Forum
For each campaign, operators can exchange messages via a dedicated forum.
For more on this, refer to Discussion forums [page 190].

Reports
The Reports link lets you access the campaign reports.
Note:
Reports are detailed in the Reporting guide.
Configuration
Campaigns are created via campaign templates. You can configure reusable templates for which some options are
selected and other settings are already saved. For each campaign, the following functionality is offered:
n Referencing of documents and resources: you can associate documents with the campaign (brief, report, images,
etc.). All document formats are supported. See Managing the associated documents [page 55].
n Defining costs: for each campaign, Adobe Campaign lets you define cost entries and cost calculation structures
which can be used when creating the marketing campaign. For example: printing costs, use of an external agency,
room rental, etc. See Defining cost categories [page 100].
n Defining objectives: you can define quantifiable objectives for a campaign, e.g. number of subscribers, business
volume, etc. This information is later used in campaign reports.
n Managing seed addresses (for more on this, refer to Delivery) and control groups (refer to Defining a control
group [page 32]).
n Managing approvals: you can select the treatments to be approved and, if necessary, select the reviewing
operators or groups of operators. See Checking and approving deliveries [page 36].
Note:
To access the campaign configurations and make changes to them, click the Advanced campaign parameters... link
in the Edit tab.
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Marketing campaigns
Accessing the web interface

You can access the Adobe Campaign console screens via an internet browser to view all campaigns and deliveries
as well as reports and information on the profiles in your database. This access does not enable record creation.
Depending on operator rights, you may view and/or act on the data in the database. For example, you can approve
campaign contents and targeting, re-start or stop a delivery, etc.
1 Log on as usual via http://<your instance>:<port>/view/home.

2 Use the menus to access the overviews.

Approvals (of a target or a delivery content, for instance) can be carried out via Web access.
You can also use the link contained in the notification messages. For more on this, refer to Checking and approving
deliveries [page 36].
Setting up marketing campaigns
Overview
Campaigns include actions (deliveries) and processes (importing or extracting files), as well as resources (marketing
documents, delivery outlines). They are used in marketing campaigns. Campaigns are grouped together in a program,
and programs are included in a campaign plan.
The steps to create a marketing campaign are as follows:
1 Creating a campaign: description of the campaign and its characteristics: label, type, start and end dates, budget,
associated resources, manager(s) and participants.
See Creating a campaign [page 21].
2 Defining target population(s): creating a workflow with targeting queries.
See Selecting the target population [page 25].
3 Creating deliveries: choice of channel(s) and defining the content to be sent.
See Creating and configuring deliveries [page 24].
4 Checking and approving deliveries.
Refer to Approval process [page 63].
5 Planning campaigns and associated costs.
See Creating service providers and their cost structures [page 99].
When these steps have been completed, you can start the deliveries (see Starting a delivery [page 50]), check the
data, processes and information relating to the deliveries and, if necessary, manage the associated documents (see
Managing the associated documents [page 55]). You can also track the execution of the processing phases of
campaigns and deliveries (see Tracking [page 74]).
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Marketing campaigns
Creating a campaign
Configuring a campaign template
Campaigns are based on models that group together a set of predefined parameters.
In a default configuration, the campaign templates are centralized in the Resources > Templates > Campaign
templates node of the Adobe Campaign tree.
Note:
The tree is displayed when you click the Explorer icon on the home page.
An empty template is supplied out of the box in order to create a campaign for which no specific configuration has
been defined. You can create and configure your campaign templates and then create campaigns from these
templates.
The creation and configuration of campaign templates are presented in Campaign templates [page 78].

Adding a campaign
You can create a campaign via the list of campaigns. To display this view, select the Campaigns menu in the Campaigns
dashboard.
The Program field lets you select the program to which the campaign will be attached. This information is mandatory.
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Marketing campaigns
Campaigns can also be created via a program. To do this, click the Add button in the Schedule tab of the concerned
program.
When you create a campaign via the Schedule tab of a program, the campaign is automatically linked to the concerned
program. The Program field is hidden in this case.
The campaign creation window lets you choose the campaign template and name and describe the campaign. You
can also specify the campaign start and end dates.
Click OK to create the campaign. It is added to the program schedule.

Note:
To filter the campaigns to display, click the Filter link and select the status of campaigns to display.
Editing and configuring a campaign

You can then edit the campaign you have just created and define its parameters.
To open and configure a campaign, select it from the schedule and click Open.
This takes you to the campaign dashboard.
Creating and configuring deliveries

Deliveries can be created via the campaign dashboard, a campaign workflow or directly via the overview of deliveries.
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Marketing campaigns
To create a delivery linked to a campaign, click the Add a delivery link in the campaign dashboard.
The suggested configurations are suited to the different types of delivery (direct mail, email, mobile channels, fax,
or telephone).
Note:
For more on creating and configuring deliveries, refer to the Delivery guide.
Selecting the target population

For each delivery, the campaign manager will define:
n The main target. For more on this, refer to Building the main target in a workflow [page 26] and Selecting the
target population [page 25].
n The control group. For more on this, refer to Defining a control group [page 32].
n The seed addresses. For more on this, refer to Delivery.
Some of this information is inherited from the template.
Note:
Campaign templates are presented in Campaign templates [page 78].
Selecting the target population

To build the delivery target, you can define filtering criteria for the recipients in the database. This recipient selection
mode is presented in the Delivery guide.

Example: delivering to a group of recipients
You can import a population into a list, then target this list in deliveries.
To do this, edit the concerned delivery and click the To link to change the targeted population.
In the Main target tab, select the Defined via the database option and click Add to select recipients.
Choose A list of recipients and click Next to select it.
Building the main target in a workflow

The main target of a delivery can also be defined in the targeting workflow: this graphical environment lets you build
a target using queries, tests and operators: union, deduplication, sharing, etc.
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Marketing campaigns
Note:
The Workflows guide includes a detailed description of how the workflow module operates.
Creating a targeting workflow

Targeting can be created via a combination of filtering conditions in a graphical sequence in a workflow. This lets
you create populations and sub-populations which will be targeted according to your requirements. To display the
workflow editor, click the Targeting and workflows tab in the campaign dashboard.
The target population is extracted from the Adobe Campaign database via one or more queries placed in a workflow.
You can launch queries and share populations via boxes such as Union, Intersection, Sharing, Exclusion, etc.

Select the objects from the lists to the left of the workspace and link them to construct the target.
In the diagram, link up the targeting and scheduling queries required for target construction in the diagram. You can
execute the targeting while construction is in progress in order to check the population extracted from the database.
Note:
The procedure for defining queries is presented in the Platform guide.
The left-hand section of the editor contains a library of graphical objects representing activities. The first tab contains
the targeting activities, and the second tab contains the flow-control activities, which are used occasionally to
coordinate targeting activities.
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Marketing campaigns
The targeting workflow execution and formatting functions are accessible via the diagram editor toolbar.
Note:
The activities available to build the diagram as well as all display and layout features are detailed in the Workflows
guide.
You can create several targeting workflows for a single campaign. To add a workflow:
1 Go to the upper left-hand section of the workflow creation zone, right-click, and select Add. You can also use
the New button located above this zone.
2 Select the New workflow template and name this workflow.

3 Click OK to confirm creation of the workflow, and then create the diagram for this workflow.
Executing a workflow
Targeting workflows can be launched manually via the Start button in the toolbar, provided that you have the
appropriate rights.
The targeting can be programmed for automatic execution according to a schedule (scheduler) or an event (external
signal, file import, etc.).
The actions related to executing the targeting workflow (launch, stop, pause, etc.) are asynchronous processes: the
command is saved and will take effect as soon as the server is available to apply it.
The toolbar icons let you take action concerning the execution of the targeting workflow.

n Start or restart
n The Start icon lets you launch the targeting workflow. When you click on this icon, all activities without an
input transition are activated (except end point jumps).
The server takes the request into account, as shown by its status:
The process status changes to Started.

n You can restart the targeting workflow via the appropriate toolbar icon. This command may be useful if the
Start icon is not available, for example when targeting workflow stopping is in progress. In this case, click
the Restart icon to anticipate the restart. The server takes the request into account, as its status shows:
The process then enters Started status.

n Stop or pause
n The toolbar icons let you stop or pause a targeting workflow in progress.
When you click Pause, operations in progress are not paused, but no other activity is launched until the next
restart.
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Marketing campaigns
The server takes the command into account, as its status shows:
You can also pause a targeting workflow automatically when its execution reaches a particular activity. To
do this, right-click the activity from which targeting workflow is to be paused, and select Enable but do not
execute.
This configuration is shown by a special icon.
Note:
This option is useful during advanced targeting campaign design and test phases.
Click Start to resume execution.

n Click the Stop icon to stop the execution in progress.

The server takes the command into account, as its status shows:
You can also stop a targeting workflow automatically when the execution reaches an activity. To do this, right-click
the activity from which targeting workflow will be paused, and select Do not activate.
This configuration is shown by a special icon.
Note:
This option is useful during advanced targeting campaign design and test phases.
Defining a control group

A control group is a population which will not receive the delivery; it is used to track post-delivery behavior and
campaign impact by making a comparison with the behavior of target population, which has received the delivery.
The control group can be extracted from the main target and/or come from a specific group or query.
Activating the control group

You can define a control group at delivery level or campaign level, in which case the control group will be applied
to each delivery of the campaign concerned.
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Control group for a campaign

Edit the campaign concerned and click the Edit tab, then click the Advanced campaign settings link:
Select the Enable and edit control group configuration option and click Edit... to configure the control group:
The configuration procedure is presented in Extracting the control group from the main target [page 35] and Adding
a population [page 36].
Control group for a delivery

By default, the control group configuration defined at the campaign level applies to every delivery of that campaign.
You can, however, adapt the control group for an individual delivery.

Note:
If you have defined a control group for a campaign, and you also configure it for a delivery linked to this campaign,
only the control group defined for the delivery will be applied.
To do this, edit the delivery concerned and then click the To link in the Email parameters section.
Click the Control group tab and then select Enable and edit control group configuration and click Edit... to configure
the control group:
The configuration procedure is presented in Extracting the control group from the main target [page 35] and Adding
a population [page 36].
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Marketing campaigns
Extracting the control group from the main target

You can extract recipients from the main target of the delivery. In this case, recipients will be taken from the target
of delivery actions affected by this configuration. This extraction can be random or can be the result of sorting the
recipients.
To extract a control group, enable the control group for the campaign or delivery and select one of the following
options: Activate random sampling or Keep only the first records after sorting.
n Activate random sampling: this option applies random sampling to the recipients in the targeted population.
If you then set the threshold to 100, the control group will be made up of 100 recipients selected randomly from
the targeted population. The random sampling depends on the database engine.
n Keep only the first records after sorting: this option enables you to define a limitation based on one or more
sorting orders. If you select the Age field as a sorting criterion and then define 100 as a threshold, the control
group will be made up of the 100 youngest recipients. For instance, it could be interesting to define a control
group that includes recipients who make few purchases, or recipients who make frequent purchases, and to
compare their behavior with that of the contacted recipients.
Click Next to define the sorting order (if necessary) and select the recipient limitation mode.
This configuration is equivalent to a sharing activity in the workflow, which lets you break the target up into subsets.
The control group is one of these subsets. Refer to the Workflows guide for more information on this topic.

Adding a population
You can define a new population to be used as a control group. This population can come from a group of recipients
or you can create it via a specific query.
The query editor is presented in the Platform guide.
Checking and approving deliveries

Campaign lets you set up approval processes for the main stages of the marketing campaign, in collaborative mode.
For direct mail deliveries, Adobe Campaign operators can view the extraction file before it is sent to the router, and
if necessary they can change the format and re-launch extraction. See Approving an extraction file [page 49].
For each campaign you can approve the delivery target, contents (for more on this, refer to Approving content
[page 42]), and costs. Adobe Campaign operators in charge of approval can be notified by e-mail and can accept or
reject approval from the console or via a Web connection. See Approving processes [page 36].
When these validation phases are complete, the delivery can be launched. See Starting a delivery [page 50].
Note:
For further information about approval modes and tracking, see Approval process [page 63].
Approving processes
Overview
The stages which require approval appear on the campaign dashboard (via the console of the web interface). They
also appear in the delivery tracking table and on the delivery dashboard.
At this point, the status of the campaign is To validate.
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Note:
n To select the processes that will be subject to approval, modify the campaign template. For more on this, refer
to Campaign templates [page 78].
n Also refer to the section on the Approval process [page 63].
Note:
In a targeting workflow, if an error linked to a configuration issue occurs during message preparation, the Restart
message preparation link is shown on the dashboard. Correct the error and click this link to restart message
preparation while bypassing the targeting stage.
For each delivery in the campaign, you can approve the following processes:
n Targeting, content and budget
When the Enable target approval, Enable content approval or Enable budget approval options are selected
in the job approval settings window, the relevant links are shown in the campaign dashboard for the concerned
deliveries.
Note:
Budget approval is only available if targeting approval is enabled in the approval settings window. The link for
budget approval is only displayed once the target has been analyzed. Also, this link is displayed along with the
link for target approval.
If the Assign content editing or External content approval options are selected in the approval settings window,
the dashboard will show the Available content and External content approval links.

Content approval lets you access the proofs sent.
n Extraction approval (direct mail delivery)
When Enable extraction approval is selected in the approval settings window, the extracted file must be approved
before the router can be notified.
An Approve content link is available on the campaign dashboard as shown below:
Extraction files can be previewed via the approval box, and then accepted or rejected.
Note:
The extraction file preview concerns a data sample only. The entire output file is not loaded.
n Approving associated deliveries
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The Enable individual approval of each associated delivery option is used for one main delivery associated
with secondary deliveries. By default, this option is not selected so that an overall approval of the main delivery
can be performed. If this option is selected, each delivery must be approved individually.
Choosing the processes to be approved

The approval phases are defined for the template associated with the campaign. You must select the elements to
be approved from the template and specify the Adobe Campaign operators who will be responsible for these
approvals. For more on this, refer to Campaign templates [page 78].
Note:
The approval configuration for the campaign or campaign template will be applied to all future deliveries linked to
this campaign. Any configuration changes will not be applied to previous deliveries.
This information can be overridden for each campaign and each delivery.
For a campaign, click the Edit > Properties tab, then the Advanced campaign settings... link, and finally the Approvals
sub-tab to access the approvals configuration page.
You can select and deselect the processes to approve and appoint Adobe Campaign operators in charge of approval.
These can be individual operators, a group of operators, or a list of operators.

To select a list of operators, click the Edit... link to the right of the field designating the first reviewer and add as many
operators as necessary, as shown below:
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Marketing campaigns
Note:
n If a list of reviewers is defined, a job is approved as soon as one reviewer has accepted it. The relevant approval
link is then no longer offered in the dashboard. When the sending of notifications is enabled, if another reviewer
clicks the approval link in the notification message, they are notified that another operator has already approved
the job.
n You can define an approval schedule for the campaign in the lower section of the reviewer editing window. By
default, reviewers have three days starting from the submission date to approve a process. It's possible to configure
a reminder which is automatically sent to the operators concerned before the approval deadline.
n You can add reminders from this section.

For each delivery, click the Audit button and the Approvals tab to view and edit approval dates and automatic
reminders.
Note:
This tab is available once the content approval process has been started.
Approving content
Warning:
To approve a content, a Proof cycle is mandatory. Proofs let you approve the display of information, personalization
data and check that links are working. For more on creating a proof and its lifecycle, refer to the Delivery guide.
The content approval functionalities detailed below are designed to be added to the proof delivery.
It's possible to configure a content approval cycle. To do this, select the Enable content approval option in the
approval settings window. The main steps of the content approval cycle are:
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1 After creating a new delivery, the campaign manager clicks the Submit content link on the campaign dashboard
to start the content approval cycle.
Note:
If the Enable the sending of proofs option (for email deliveries) or Enable the sending and approval of proofs
(for direct mail deliveries) options were selected in the approval settings window, proofs will be sent automatically.
2 A notification email is sent to the person responsible for content, who can choose whether or not to approve it:
n via the notification email:

Note:
The notification email contains a link to the proofs already sent, and possibly to a rendering of the message
for the various webmails if the Deliverability option is enabled for this instance.
n via the console or web interface, delivery tracking, the delivery dashboard or the campaign dashboard:
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Note:
This campaign dashboard lets you view the list of proofs that have been sent, by clicking the Email rendering...
link. To view their content, click the Detail icon to the right of the list.
3 A notification email is sent to the person responsible for the campaign telling them whether or not the content
has been approved.

Note:
The person responsible for the campaign can re-start the content approval cycle at any time. To do this, click
the link on the Content status line of the campaign dashboard (at delivery level), then click Reset content
approval to submit it again.
Assign content editing

This option lets you define someone in charge of content editing, such as a webmaster. If the Assign content editing
option is selected in the approval settings window, several approval steps are added between delivery creation and
delivery of the notification email to the person in charge of content:
1 After creating a new delivery, the person responsible for the campaign clicks the Submit content editing link in
the campaign dashboard to start the content editing cycle.
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2 The person responsible for content editing will receive an email telling them that the content is available.
3 They can then log on to the console, open the delivery and edit it using a simplified wizard to change the subject,
HTML and text content, and send proofs.
Note:
If the Enable the sending of proofs option (for email deliveries) or Enable the sending and approval of proofs
(for direct mail deliveries) options were selected in the approval settings window, proofs will be sent automatically.
4 Once the person in charge of content editing has finished making any changes to the delivery content, they can
make the content available.
To do this, they can:

n click the Available content link via the Adobe Campaign console.
n click the link in the notification message, then approve content availability.
The operator can add a comment before submitting the content to the person in charge of the campaign.
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The notification message lets the reviewer approve or reject the content.
External content approval

This option lets you define an external operator in charge of approving delivery rendering, such as brand
communication consistency, rates, etc. When the External content approval option is selected in the approval
settings window, several approval steps are added between content approval and the delivery of the notification to
the person in charge of the campaign:
1 The external content manager receives a notification email telling them that the content has been approved
and requesting external approval.
2 The notification email contains links to the proofs sent, which lets you view delivery rendering, and a button for
approving or rejecting the delivery content.
Note:
These links are only available if one or more proofs have been sent. Otherwise, delivery rendering is only available
via the console or the web interface.
Approving an extraction file

For offline deliveries, Adobe Campaign generates an extraction file which, depending on how it is set up, is sent to
the router. Its content depends on the export template used.

When the content, targeting and budget have been approved, the delivery changes to Extraction pending until the
extraction workflow for the campaigns is launched.
On the extraction request date, the extraction file is created and the delivery status changes to File to approve.
You can view the content of the extracted file (by clicking its name), approve it or, if necessary, change the format
and re-launch the extraction using the links on the dashboard.
Once the file has been approved, you can send the notification e-mail to the router. For more on this, refer to Starting
an offline delivery [page 51]
Starting a delivery
Once all approvals have been granted, the delivery is ready to be started. The delivery procedure then depends on
the type of delivery. For e-mail or mobile channel deliveries, see Starting an online delivery [page 50], and for direct
mail deliveries, see Starting an offline delivery [page 51].
Starting an online delivery

Once all approval requests have been granted, the delivery status changes to Pending confirmation and can be
started by an operator. Where appropriate, the Adobe Campaign operator (or group of operators) appointed as
reviewer to start the delivery is notified that a delivery is ready to be started.
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Marketing campaigns
Note:
If a specific operator or group of operators is designated for starting a delivery in the delivery's properties, you can
also allow the operator in charge of the delivery to confirm the send. To do this, activate the
NMS_ActivateOwnerConfirmation option by entering 1 as the value. The options are managed from the
Administration > Platform > Options node in the Adobe Campaign explorer.
To deactivate this option, enter 0 as the value. The send confirmation process will then function as default: only the
operator or group of operators designated for the send in the delivery properties (or an administrator) will be able
to confirm and carry out the send.
The information also appears on the campaign dashboard. The Confirm delivery link lets you start the delivery.
A confirmation message lets you secure this action.
Starting an offline delivery

Once all approvals have been granted, the delivery status changes to Pending extraction. The extraction files are
created via a special workflow which, in a default configuration, starts automatically when a direct mail delivery is
pending extraction. When a process is in progress, it is displayed in the dashboard and can be edited via its link.

Note:
The technical workflows concerning campaign processes are presented in List of campaign process workflows
[page 54].
Step 1 - File approval

Once the extraction workflow has been successfully executed, the extraction file must be approved (provided that
extraction file approval was selected in the delivery settings).
For more on this, refer to Approving an extraction file [page 49].
Step 2 - Approval of the message to the service provider
n Once the extraction file is approved, you can generate the proof of the router notification e-mail. This e-mail
message is constructed based on a delivery template. It must be approved.
Note:
This step is only available if the sending and approval of proofs was enabled in the approvals window.
n Click the Send a proof button to create the proofs.

The proof target must be defined beforehand.
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You can create as many proofs as necessary. These are accessed via the Direct mail... link of the delivery detail.
n The delivery status changes to To submit. Click the Submit proofs button to start the approval process.
n The delivery status changes to Proof to validate and a button lets you accept or reject approval.

You can either accept or reject this approval, or return to the extraction step.
n The extraction file is sent to the router and the delivery is finished.
Calculation of costs and stocks

The file extraction launches two operations: budget calculation and stock calculation. The budget entries are updated.
n The Budget tab lets you manage the budgets for the campaign. The total of the cost entries is shown in the
Calculates cost field of the campaign's main tab and the program it belongs to. The amounts are also reflected
in the campaign budget.
The real cost will eventually be calculated from information supplied by the router. Only messages actually sent
are invoiced.
n Stocks are defined in the Administration > Campaign management > Stocks node of the tree, and cost structures
in the Administration>Campaign management>Service providers node.
Stock lines are visible in the stock section. To define the initial stock, open a stock line. The stock is decremented
each time a delivery takes place. You can define an alert level and notifications.
Note:
For further information about cost calculations and stock management, see Providers, stocks and budgets [page 99].
Execution tracking
You can look up the status of deliveries by clicking the Deliveries, which is accessible via the Adobe Campaign home
page. See Delivery tracking [page 78].
Information concerning the processes executed in a campaign are collected in the Edit > Audit tab of the campaign.
There, you can view the list of deliveries in the campaign. See Tracking a campaign [page 74].
List of campaign process workflows

By default, the following workflows are available in the Campaign process folder but are created when the Campaign
or MRM modules are installed:
n Stocks: orders and warnings (internal name:stockMgt): this workflow launches stock calculation on the order
lines and manages warning thresholds.
It is installed by default with the Campaign module.
n Processes on service providers (internal name: supplierMgt): this workflow launches service provider processes
(email to the router and post-processing) once deliveries are approved.
n Processes on campaigns (internal name: operationMgt): this workflow manages processes on marketing
campaigns (targeting, file extraction, etc.); It also creates the workflows related to recurring and periodic campaigns.
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Marketing campaigns
n Processes on deliveries within campaigns (internal name: deliveryMgt): this workflow sends approval
notifications and reminders.
n Task notification (internal name: taskMgt: this workflow lets you send notification messages regarding tasks in
marketing campaigns.
It is installed by default with the MRM module.
n Marketing resource notification (internal name: assetMgt): this workflow manages notifications linked to
approving and publishing marketing resources.
It is installed by default with the MRM module.
n Processes on distributed marketing (internal name: centralLocalMgt): this workflow executes processes linked
to using the distributed marketing module. It launches local campaign creation and manages notifications linked
to orders and campaign package availability.
It is installed by default with the Central/local marketing campaign management module.
n Cost calculation (internal name: budgetMgt): this workflow launches the calculation of expenditures and costs
on budgets, plans, programs, campaigns, deliveries and tasks.
Warning:
These workflows MUST be started in order for the campaign processes to be executed at a campaign level.
Managing the associated documents

You can associate various documents with a campaign: report, photo, web page, diagram, etc. These documents
can be in any format (Microsoft Word, PowerPoint, PNG, JPG, Acrobat PDF, etc). To link documents with a campaign,
see Adding documents [page 55].
Warning:
This mode is reserved for small documents.
In a campaign you can also refer to other items, such as promotional coupons, special offers relating to a specific
branch or store, etc. When these elements are included in an outline, they can be associated with a direct mail
delivery. See Associating and structuring resources linked via a delivery outline [page 58].
Note:
If you are using MRM, you can also manage a library of marketing resources that are available for several participants
for collaborative work. See Managing marketing resources [page 178].
Adding documents
Documents can be associated at the campaign level (contextual documents) or the program level (general documents).
The Documents tab contains:
n The list of all documents required for the content (template, images, etc.) that can be downloaded locally by
Adobe Campaign operators with suitable rights,
n Documents containing information for the router, if any.

The documents are linked to the program or the campaign via the Edit > Documents tab.
You can also add a document to a campaign via the link offered in its dashboard.
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Click the Details icon to view the content of a file and to add information:
In the dashboard, documents associated with the campaign are grouped in the Document(s) section, as in the
following example:
They can also be edited and modified from this view.

Associating and structuring resources linked via a delivery outline
Note:
Delivery outlines are essentially used in the context of direct mail campaigns.
A delivery outline denotes a structured set of elements (documents, branches/stores, promotional coupons, etc.)
created in the company and for a particular campaign.
These elements are grouped in delivery outlines, and a particular delivery outline will be associated with a delivery;
it will be referenced in the extraction file sent to the service provider in order to be attached to the delivery. For
example, you can create a delivery outline that refers to a branch and the marketing brochures it uses.
For a campaign, delivery outlines let you structure external elements to be associated with the delivery according
to certain criteria: related branch, promotional offer granted, invitation to a local event, etc.
Creating an outline
To create an outline, click the Delivery outlines sub-tab in the Edit > Documents tab of the concerned campaign.
Note:
If this tab is not present, then this feature is not available for this campaign. Refer to the campaign template
configuration.
For more on this, refer to Campaign templates [page 78].
Next, click Add a delivery outline and create the hierarchy of outlines for the campaign:
1 Right-click the root of the tree and select New > Delivery outlines.
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Marketing campaigns
2 Right-click the outline you have just created and select New > Item or New > Personalization fields.
An outline can contain items and personalization fields, resources and offers:
n Items can be physical documents, for example, which are referenced and described here and will be attached
to the delivery.
n Personalization fields enable you to create personalization elements related to deliveries rather than recipients.
It is thus possible to create values to be used in deliveries for a specific target (welcome offer, a discount, etc.)
They are created in Adobe Campaign and imported into the outline via the Import personalization fields... link.

They can also be created directly in the outline by clicking the Add icon to the right of the list zone.
n The resources are marketing resources generated in the marketing resource dashboard accessed via the Resources
link of the Campaigns universe.
Note:
For more on marketing resources, refer to Managing marketing resources [page 178].
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Selecting an outline
For each delivery, you can select the outline to associate from the section reserved for the extraction outline, as in
the following example:
The selected outline is then displayed in the lower section of the window. It can be edited using the icon to the right
of the field or altered using the drop-down list:

The Summary tab of the delivery also displays this information:
Extraction result
In the file extracted and sent to the service provider, the name of the outline and, where appropriate, its characteristics
(cost, description, etc.) are added to the content according to the information in the export template associated with
the service provider.
In the following example, the label, estimated cost, and description of the outline associated with the delivery will
be added to the extraction file.
The export model must be associated with the service provider selected for the delivery concerned. See Creating
service providers and their cost structures [page 99].
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Note:
For more on exports, refer to the Platform guide.
Approval process
Each step of a delivery can be subject to approval in order to ensure full monitoring and control of the various
processes of the campaign: targeting, content, budget, extraction, and sending a proof.
Notification e-mails are sent to the Adobe Campaign operators who are designated reviewers to inform them of an
approval request.
The approval procedure is presented in Checking and approving deliveries [page 36].
Note:
Only the delivery owner can start a delivery. In order for another operator (or operator group) to be able to start a
delivery, you have to add them as reviewers in the Delivery start: field.
Also refer to Selecting reviewers [page 67].
Operating principle
For example, the standard e-mail for budget approval will be as follows:

The reviewer operators can then choose whether or not to approve the concerned step.
Once the operator approves their choice, approval or rejection of the job is forwarded to the delivery dashboard.
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The information is also available in the approval logs of the campaign (Accessed via the Edit >Tracking>Approvals
tab):
These notifications are sent to the operators affected to each process for which approval was enabled.
Approvals can be enabled for the campaign template, for each campaign individually, or for a delivery.
All jobs requiring approval are selected in the campaign template (Properties > Advanced campaign settings... >
Approvals tab), as are the operators in charge of approval (they will receive notifications, unless this option is not
enabled). For more on this, refer to Approving processes [page 36].
These settings can be overridden for each campaign created using this template, and individually for each campaign
delivery: click the Properties button, then the Approvals tab.

In the following example, the delivery content will not require approvals:
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Marketing campaigns
Selecting reviewers
For each type of approval, the operators or operator groups in charge of approval are selected from the drop-down
list in the delivery. Additional operators can be added using the Edit... link. This window also lets you edit the approval
deadline.
If no reviewer is specified, the campaign manager will be responsible for approval and will receive the notifications.
The campaign manager is specified in the Edit > Properties tab of the campaign:
Note:
All other Adobe Campaign operators with Administrator rights can also approve jobs, but they will not receive
notifications.

Approval modes
Approval via the dashboard

To approve a job via the console or the web interface, click the appropriate link on the campaign dashboard. Jobs
can also be approved via delivery tracking or via the delivery dashboard.
Check the information to be approved, choose whether to accept or reject approval and, if necessary, enter a
comment. Click Ok to save.
Note:
If a process has already been approved by another operator, the approval link is not available.
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Approval via notification messages

Click the link available in the notification message (see Notifications [page 73]). You will be asked to identify yourself,
as shown below:
Select Accept or Reject and enter a comment if necessary.

Click Validate.
Note:
If warnings were raised during the process, a warning is displayed in the notification.
Approval tracking
The information is available in several places:
n In the campaign approval log, Approvals sub-tab of the Edit > Tracking tab:
n In the campaign delivery log, Deliveries sub-tab of the Edit > Tracking tab:
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n The approval status for each delivery can be viewed by clicking the Hide/show log option of the Summary tab.

n This information can also be accessed via the Tracking > Approvals tab of each delivery:
Note:
Once an operator has approved or rejected a job, the other reviewing operators can no longer act on the approval.
Automatic and manual approval

When creating a targeting workflow, if approval is automatic (default mode), Adobe Campaign displays the approval
link or sends a notification as soon as a an approval is required.
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To choose the approval mode (manual or automatic), click the Edit > Properties tab of the campaign or campaign
template, then click Advanced campaign settings... and finally the Approvals tab.
Note:
The selected approval mode will apply to all deliveries of the campaign.
When a targeting workflow is being built, manual approval lets you avoid creating approval links or sending
notifications automatically. The campaign dashboard then offers a Submit targeting for approval link to launch the
approval process manually.
A confirmation messages lets you authorize approvals on the jobs selected for this delivery.
The approval buttons are then displayed on the campaign dashboard (for this delivery), on the delivery dashboard
and in delivery tracking. If notifications are enabled, they will be sent in parallel.
This method of enabling approvals lets you work on targeting without sending spurious notifications to reviewers.
Notifications
Notifications are specific email messages sent to reviewers to inform them that a process is pending approval. When
the operator clicks the link in the message, an authentication page appears and, after logging in, the operator can
view the information and approve or reject the job. A comment can also be entered in the approval window.
The content of notification emails can be personalized. See Notification content [page 74].
Enabling/Disabling Notification
By default, notification messages are sent if the approval of the related job is enabled in the campaign template, the
campaign, or the delivery. Notifications can, however, be disabled in order to authorize approvals from the console
only.

To do this, edit the approval window of the campaign or campaign template (Edit > Properties > Advanced campaign
settings... > Approvals tab) and select Do not enable notification sending.
Notification content
Notification content is defined in a specific template: Notification of validations for the marketing campaign. This
template is saved in the Administration>Campaign management>Technical delivery templates folder of the Adobe
Campaign tree.
Tracking
Tracking a campaign
For each campaign, the Tracking tab lets you view all jobs and their statuses. The following information is accessible
via this sub-tab:
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n The activity journal shows the jobs carried out on the campaign in general: workflow creation or start, approval,
extraction, etc.

n The Deliveries sub-tab contains all the deliveries of the campaign which can be edited from this view. To do so,
select the delivery and click the Detail icon.
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n The Tasks sub-tab groups all tasks linked to the campaign. This view lets you edit them or delete them. Tasks
are available with the MRM application. They are detailed in Creating and managing tasks [page 118].
n The workflows created to generate messages for service providers are displayed in the Jobs on service providers
sub-tab. Click the Detail icon to display the selected workflow.

Delivery tracking
The list of deliveries is available via the Deliveries link of the Campaign node.
For each delivery, this list lets you access the key indicators: status, number of recipients targeted, linked campaigns,
etc.
To check the status of a delivery, edit it and view its dashboard and tabs.
Note:
Information concerning delivery details is available in the Delivery guide.
Campaign templates
Campaign templates are centralized in the Resources > Templates > Campaign templates node. A default template
is supplied as standard. It lets you create a new campaign using all the available modules (Documents, Tasks, Seed
addresses, etc.), but the modules offered depend on your rights and the configuration of your Adobe Campaign
platform.
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To create a new template, you can add the New button in the toolbar above the list of templates.
You can also duplicate the default template in order to re-use and adapt its configuration.

The various tabs and sub-tab of the campaign template give access to its settings, described in General configuration
[page 88].
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Configuration of the available modules
Module selection
The Advanced campaign settings... link lets you enable and disable jobs for the campaigns based on this template.
Select the functions you want to enable in the campaigns created based on this template.
If a functionality is not selected, the elements concerning the process (menus, icons, options, tabs, sub-tabs, etc.) will
not appear in the interface of the template or in campaigns based on this template. The tabs to the left of the campaign
details usually coincide with the processes selected in the template. For example, if Expenses and objectives is not
selected, the corresponding Budget tab will not be shown in campaigns based on this template.
Moreover, shortcuts to the configuration windows are added to the campaign dashboard. When a functionality is
enabled, a direct link gives access to it from the campaign dashboard.
For example, with the configuration below:

The following links are displayed in the campaign dashboard (the Add a task link is missing):
An only the following tabs will be displayed:
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However, with this type of configuration:
The following links and tabs will be displayed:
Typology of enabled modules

n Control group

When this module is selected, an additional tab is added to the advanced settings of the template and the
campaigns based on this template. The configuration can be defined via the template or individually for each
campaign.
n Seed addresses
When this module is selected, an additional tab is added to the advanced settings of the template and the
campaigns based on this template. The configuration can be defined via the template or individually for each
campaign.
n Documents
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When this module is selected, an additional tab is added to the Edition tab of the template and the campaigns
based on this template. Attached documents can be added from the template or individually for each campaign.
n Outline
When this module is selected, a Delivery outlines sub-tab is added to the Documents tab in order to define
delivery outlines for the campaign.
n Targeting and workflows

When you select the Targeting and workflows module, a tab is added to let you create one or more workflows
for campaigns based on this template. Workflows can also be configured individually for each campaign based
on this template.
When this module is enabled, a tab is added to the advanced settings of the campaign to define the process
execution sequence.
n Approval
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If you select the Approval, you can select the processes to approve as well as the operators in charge of approvals.
n Expenditures and targets

When this module is selected, a Budget tab is added to the details of the template and campaigns based on this
template so that the associated budget can be selected.
Approval of jobs
You may choose whether or not to enable process approval via the Approvals tab of the templates advanced settings
section. The jobs for which approval is selected must be approved for message delivery to be authorized.
You must associate a reviewer operator or group of operators to each enabled approval.

General configuration
Template properties
When you create a campaign template, you need to enter the following information:
n Enter the label of the template: this label will be assigned by default to all campaigns created via this template.
n Select the campaign nature from the drop-down list. The values available in this list are those saved in the
natureOp enumeration.
Note:
For more information on enumerations, refer to the Platform guide.
n Select the type of campaign: unique, recurring, or periodic. By default, campaign templates apply to unique
campaigns. Recurring and periodic campaigns are detailed here: Recurring and periodic campaigns [page 90].
n Specify the duration of the campaign, i.e. the number of days over which the campaign will take place. When
creating a campaign based on this template, the campaign start and end dates will be populated automatically.
If the campaign is recurrent, you must specify the campaign start and end dates directly in the template.
n Specify the related program of the template: campaigns based on this template will be linked to the selected
program.
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Template execution parameters

The Advanced campaign settings... link lets you configure the advanced options of the template for processing the
delivery target (control group, seed addresses, etc.) and the configuration of campaign measurement and workflow
execution.
Campaign reverse scheduling

You can create a reverse schedule for a campaign, for instance to prepare an event whose date is known in advance.
Campaign templates now let you calculate the start date of a task based on the end date of a campaign.
In the task configuration box, go to the Implementation schedule area and check the The start date is calculated
based on the campaign end date box. (Here, "start date" is the task start date). Go to the Start field and enter an
interval: the task will start this long before the campaign end date. If you enter a period which is longer than the
campaign is set to last, the task will begin before the campaign.
When you create a campaign using this template, the task start date will be calculated automatically. However, you
can always change it later.

Recurring and periodic campaigns
A recurring campaign is a campaign based on a specific template, whose workflows are configured to be executed
according to an associated schedule. The workflows will therefore be recurring within a campaign. The targeting is
duplicated on each execution and the various processes and target populations are tracked. It is also possible to
execute future targetings in advance, via the coverage period during automatic workflow creation, in order to launch
simulations with target estimates.
A periodic campaign is a campaign created automatically according to the execution schedule of its template.
Creating a recurring campaign

Recurring campaigns are created from a specific template defining the workflow template to be executed and the
execution schedule.
Creating the campaign template

n Create a Recurring campaign template.
Note:
It is recommended that you duplicate the default template instead of creating an empty template.
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n Enter the name of the template and the duration of the campaign.
n For this type of campaign, a Schedule tab is added in order to create the template execution schedule.
In this tab, specify the planned execution dates of the campaigns based on this template.

You can use the schedule creation wizard to fill in all of the execution dates automatically. To do this, click the
Complete the execution schedule... link located above the table.
The configuration mode of the execution schedule coincides with the Scheduler object of the Workflow. For
more on this, refer to the Workflows guide.
Warning:
Execution schedule configuration must be performed carefully to avoid overloading the database. Recurring
campaigns duplicate the workflow(s) of their template depending on the specified schedule. The implementation
of excessively frequent workflow creation can hinder the operation of the database.
n Specify a value in the Create in advance for field in order to create the corresponding workflows for the period
indicated.
n Create the workflow template to be used in campaigns based on this template, with the targeting parameters
and one or more generic deliveries.
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Warning:
This workflow must be saved as a recurring workflow template. To do this, edit the workflow properties and
select the Recurring workflow template option in the Execution tab.
Create the recurring campaign

To create the recurring campaign and execute its workflows according to the schedule defined in the template, apply
the following procedure:
1 Create a new campaign based on a recurring campaign template.

2 Fill in the workflow execution schedule.
3 The campaign schedule lets you enter an automatic workflow creation or execution start date for each line.
For each line, you can add the following additional options:
n To be approved: lets you force the delivery approval requests in the workflow
n To be started: lets you start the workflow when the start date has been reached.
The Create in advance for field lets you create all the workflows covering the period entered.
Upon execution of the Jobs on campaigns workflow, the dedicated workflows are created based on the
occurrences defined in the campaign schedule. A workflow is thus created for each execution date.
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4 Recurring workflows are created automatically from the workflow template present in the campaign. They are
visible from the Targeting and workflows tab of the campaign.
The label of a recurring workflow instance consists of its template label and the workflow number, with the #
character in between.

Workflows created from the schedule are automatically associated with it in the Workflow column of the Schedule
tab.
Each workflow can be edited from this tab.
Note:
The start date of the schedule line associated with the workflow is available from a variable of the workflow with
the following syntax:
$date(instance/vars/@startPlanningDate)
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Creating a periodic campaign

A periodic campaign is a campaign based on a specific template that lets you create campaign instances based on
an execution schedule. Campaign instances are created automatically based on a periodic campaign template,
depending on the frequency defined in the template schedule.
Creating the campaign template

n Create a Periodic campaign template, preferably by duplicating an existing campaign template.
n Enter the properties of the template.
Warning:
The operator whom the template is assigned to needs to have the appropriate rights to create campaigns in the
selected program.

n Create the workflow associated with this template. It will be duplicated in every periodic campaign created by
the template.
Note:
This workflow is a workflow template. It cannot be executed from the campaign template.
n Complete its execution schedule as for a recurring campaign template: click the Add button and define the start
and end dates, or fill in the execution schedule via the link.
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Warning:
Periodic campaign templates create new campaigns according to the schedule defined above. It must therefore
be completed carefully, to avoid overloading the Adobe Campaign database.
n Once the execution start date is reached, the matching campaign is created automatically. It takes on all the
characteristics of its template.
Each campaign can be edited via the template schedule.
Each periodic campaign contains the same elements. Once created, it is managed as a standard campaign.
Providers, stocks and budgets

It's possible to define service providers who will be involved in the jobs carried out within the campaigns. Information
concerning the service providers and the related cost structures are defined by the Adobe Campaign administrator
from the main view. The service provider is referenced from the delivery, and its cost structures allow the calculation
of costs associated with this delivery as well as the management of the stock concerned.
Creating service providers and their cost structures

Each service provider is saved in a file with contact details, service templates, and related jobs.
Service providers are configured in the Administration > Campaign management node of the tree.
The jobs carried out during deliveries are performed by service providers, particularly for direct mail and mobile
channels. These service providers can, for example, be involved in printing or distributing messages. These jobs
involve configurations and costs which are specific to each service provider. The configuration of service providers
involves four stages:
1 Creation of a service provider in Adobe Campaign

See Adding a service provider [page 100] .
2 Defining cost categories and structures of associated service templates
See Defining cost categories [page 100] and Defining the cost structure [page 102].
3 Configuration of processes
See Configuring processes associated with a service [page 105].
4 Referencing the service provider at the campaign level

See Associating a service with a campaign [page 106].
Creating a service provider and its cost categories
Adding a service provider

You can create as many service providers as necessary for your deliveries. The procedure for adding a service provider
is as follows:
1 Right-click the list of service providers and select New, or click the New button above the list of service providers.
2 In the lower section of the window, specify the name and contact details of the service provider.
Click the Save button to add the service provider to the list.
Defining cost categories

You must associate service templates with each service provider. In these templates, you must first identify the cost
categories and if necessary the stock concerned. You must then create the cost calculation rules for each category,
via the cost structures.
Note:
For more on this, refer to Defining the cost structure [page 102].
A cost category is an entity containing a set of costs eligible for a type of delivery (email, direct mail, etc.) or for a
task. Cost categories are grouped in the templates of services associated with the service providers. Each service
provider can reference one or more service templates.
To create a service template and define its content, apply the following steps:
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1 In the Services tab of the service provider, click the Add button and name the service template.
2 Create the cost categories for each type of process (delivery by direct mail/e-mail/etc. or task). To do this, click
the Cost categories tab and then the Add button, and enter the parameters of each cost category.
n Enter a label for this cost category and select the type of process concerned: Delivery by Direct mail, E-mail,
Mobile, Telephone, Fax or Task.
n Click the Add button to define the types of cost associated with this category.
n If necessary, associated a stock line with each type of cost so that the quantities used will be related
automatically to the existing stocks.
Note:
The stock lines are defined in the Stock management node.
For more on this, refer to Stock and order management [page 109]

3 You can pre-select a value for this cost category, which will be offered by default in the service provider cost
categories (instead of a blank). To do this, select the option in the Selected column for the type of category
concerned:
At the delivery level, the value will be selected by default:
Defining the cost structure

For each type of cost, a cost structure specifies the calculation rules to be applied.
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Click the Cost structure tab to configure the cost calculation for each cost category and type. Click Add and input
the cost structure.
n To create the cost structure, select the type of message and the cost category concerned from the drop-down
lists, as well as the type of cost to which the calculation rule will apply. The content of these drop-down lists
comes from the information entered via the Cost categories tab.
You must assign a label to the cost structure. By default, it has the following delivery outline:
Cost category - Type of cost
You can, however, rename it: enter the desired value directly in the Label field.
n The cost calculation formula is defined in the lower section of the window.
This formula can be fixed (for any number of messages) or calculated according to the number of messages.
When it depends on the number of messages, the cost calculation structure can be Linear, Linear by threshold,
or Constant by threshold.

Linear structure
If the amount is always the same for a message (or a batch of messages) irrespective of the total number of messages,
select Linear and enter the cost of each message.
If this amount applies to a batch of messages, specify the number of messages concerned in the for field.
Linear structure by threshold

If the amount applies by threshold for each message, you must define a Linear by threshold calculation structure.
In this type of cost structure, each message will cost 0.13, for example, if the total number of messages is between
1 and 100, and will cost 0.12 from 100 to 1000 messages sent, or 0.11 beyond 1000 messages.
The configuration will be as follows:
To add a threshold, click the Add button to the right of the list.
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Constant structure by threshold

Finally, you can configure a cost calculation according to the total number of messages. To do this, select a Constant
by threshold calculation structure. For example, the cost will be set at a fixed amount of 12.00 for 1 to 100 messages,
and at 100.00 for a delivery of 101 to 1000 messages, and 500.00 for any delivery over 1000 messages, whatever
the total number.
Configuring processes associated with a service

You can associate information on the processes associated with the service via the Processes tab.
n Click the Processes tab to configure the sending of information to the router.

n The File extraction section indicates the export template used for delivery when this service is selected. You
can indicate the name of the output file in the Extraction file field. The button to the right of the field lets
you insert variables.
n The Notification e-mail section lets you specify the template to notify service providers after files have been
sent. Select the template used to create the alert message and the group of recipients.
By default, delivery templates for notification messages are saved in the Administration > Campaign
management > Technical delivery templates node, which is accessible from the general view.
n The Post-processing section lets you select the workflow to launch after the delivery has been approved. If
a workflow template is entered, a workflow instance will automatically be created and then launched as
soon as approval takes effect. This workflow can send the extraction file to an external service provider for
processing, for example.
Associating a service with a campaign

Services are associated with campaigns via deliveries or tasks. Service providers are linked to delivery templates to
offer their services in the deliveries created via this template.
When a service is selected, the cost categories corresponding to the type of delivery (direct mail, e-mail, etc.) are
automatically indicated in the central table along with the processing options which have been defined.
Note:
If no cost category is displayed when a service is selected, it means that no cost category was defined for this type
of process. For example, for an email delivery, if no E-mail type cost category has been defined, no category will be
displayed, and selecting the service will have no effect.
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n For a direct mail delivery, you can select the service from the configuration window.
n For delivery on mobile channels, fax, or telephone, the same selection mode applies.

n For an email delivery, the service is selected from the Advanced tab in the delivery properties, as in the following
example:
The Amount to surcharge column lets you add a cost for this category in the context of the delivery or task concerned.
You can impose mandatory selection of a cost type during the definition of cost categories for a delivery. To do this,
select A cost type must be selected.
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Stock and order management

Cost types can be associated with stock lines in order to handle alerts, track supplies, and launch orders.
The procedure for setting up stock and order management in Adobe Campaign, and alerting operators in the event
of insufficient supplies for a delivery to be carried out, is as follows:
1 Stock creation and referencing of associated service providers

See Creating a stock [page 109] .
2 Adding stock lines
See Adding stock lines [page 110].
3 Notifying operators in the event of an alert
See Alerting operators [page 114].
4 Orders and supply. Refer to Orders [page 115].
Stock management
Adobe Campaign can alert a group of operators if stock has run out or reached a minimum threshold. Stock levels
are accessible via the Stocks link of the Campaigns universe via the Other choices link of the navigation area.
Creating a stock
Apply the following steps to create a new stock:
1 Click the Create button above the list of stocks.

2 Enter the label of the stock and select the service provider with which it is associated from the drop-down list.
Note:
For more on this, refer to Creating service providers and their cost structures [page 99]
Adding stock lines

A stock comprises various stock lines. A stock line contains an initial quantity of resources which will be consumed
by deliveries. Each stock line indicates the quantity consumed, the quantity in stock, and the quantity ordered.
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When you create a stock, click the Stock lines tab to add new lines.
Once the stock is created, click it to edit and use its dashboard to create and view stock lines.

Click the Create button to define the stock parameters.
n Indicate the quantity initially in stock in the Initial stock field. The Consumed and In stock fields are calculated
automatically and updated as campaigns progress.
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n Indicate the threshold from which operators should be alerted to order stock in the Alert level field. When the
alert level if reached, a warning message is displayed in the approval window of deliveries using this stock.
Associating a stock with cost categories

For a given service provider, in a service, a stock line can be referenced by one of the cost categories, as follows:

Stock tracking
Alerting operators
An alert is displayed when a stock referenced in a delivery is insufficient. For example, the following alert will be
displayed when an extraction file is approved:
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Orders
The Orders sub-tab lets you view current orders and save new orders.
To save an order, edit the targeted stock line, click the Add button and specify the delivery date and the quantity
ordered.

Note:
Once the delivery date is reached, the ordered stock line disappears automatically and the quantity entered in the
Volume on order field is added to the Tracking tab. This quantity is automatically added to the stock volume.
The Consumptions tab contains the volume consumed per campaign. The information from this tab is automatically
entered according to the deliveries performed. Click the Edit button to open the campaign concerned.
Calculating budgets
Principle
Costs are managed for deliveries and campaign. According to the progress, these costs are allocated to the budgets.
The delivery costs for a campaign are consolidated at the campaign level and the costs of all campaigns of a program
are passed on to the program with which they are associated. Dedicated reports let you track the budgets for the
entire platform or for each plan and each program.
Implementation
In a campaign, when you select the budget you must enter the initial amount. The calculated costs will be updated
automatically according to the commitment level of the amounts entered (expenses made, expected, reserved,
committed). See Calculating amounts [page 156].
Note:
The procedure for creating budgets is presented in Creating a budget [page 155].
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CHAPTER3
Tasks, resources and budgets
Table of Contents
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117
Core concepts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118
User-friendliness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118
Creating and managing tasks . . . . . . . . . . . . . . . . . . . . . . . . . . 118
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118
Creating a new task . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120
Task map . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
Types of task . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138
Life cycle . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145
Controlling costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 154
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 154
Creating a budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155
Adding expense lines . . . . . . . . . . . . . . . . . . . . . . . . . . . 160
Cost commitment, calculation and charging . . . . . . . . . . . . . . . . . . . . 162
Orders and invoices . . . . . . . . . . . . . . . . . . . . . . . . . . . . 175
Managing marketing resources . . . . . . . . . . . . . . . . . . . . . . . . . 178
Adding a marketing resource . . . . . . . . . . . . . . . . . . . . . . . . . 178
Collaborative work on resources . . . . . . . . . . . . . . . . . . . . . . . . 179
Life cycle of a marketing resource . . . . . . . . . . . . . . . . . . . . . . . 182
Linking a resource to a campaign . . . . . . . . . . . . . . . . . . . . . . . 186
Stock management . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187
Advanced functions . . . . . . . . . . . . . . . . . . . . . . . . . . . . 189
Discussion forums . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190
Accessing a forum . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190
Using a forum . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190
Posting to the personal forum of an operator . . . . . . . . . . . . . . . . . . . . 192
Subscribing to a forum . . . . . . . . . . . . . . . . . . . . . . . . . . . 192
Checking notification delivery . . . . . . . . . . . . . . . . . . . . . . . . 193
Overview
Introduction
The MRM module (Marketing Resource Management) lets you control marketing actions in a collaborative mode
by providing complete management and real-time tracking of the tasks, budgets and marketing resources involved.

Adobe Campaign operators can coordinate their actions and approve their progress at all stages via complete
validation processes and appropriate tracking tools: reporting, tracking of approvals, notifications, discussion forums,
etc. They are alerted in the event or error or delay, and at each new stage of the validation cycle.
Thus, in the context of the programs and sub-programs of marketing plans, tasks can be created and assigned to the
operators concerned, and then managed through all their phases.
MRM also lets you manage marketing resources in which several participants are involved: the integrity and monitoring
of resources is performed via a dedicated dashboard.
Finally, the management of budgets is broadened thanks to the management of targets and expense lines and an
extended offer of standard reports; in this way, you can monitor and accurately measure the productivity and
performance of all marketing activities.
Core concepts
In the context of MRM, the following concepts must be defined:
n Task
A task corresponds to an action to be carried out in the context of a campaign. A task is assigned to a group or
person. A child task can be dependent on a parent task, meaning that the parent task will not be performed until
all child tasks are complete. Examples of tasks include: referencing a website, a budget review, a brief, etc.
For more on this, refer to Creating and managing tasks [page 118].
n Marketing resources
Adobe Campaign lets you track the progress of collaborative marketing projects such as communication media,
action plans, newsletters, etc. The creation and approval cycle of these marketing resources can be tracked from
the resource dashboard until their publication.
For more on this, refer to Managing marketing resources [page 178].
User-friendliness
Note:
For more on the overall Adobe Campaign ergonomics, refer to the Platform guide.
All functionalities linked to deliveries and profile management are detailed in the Delivery guide.
All campaign related functionalities are detailed in Overview [page 9].
Additionally, plans and programs in MRM offer extra functionalities:

n budget management. For more on this, refer to Controlling costs [page 154],
n task management. For more on this, refer to Creating and managing tasks [page 118],
n marketing resource management. For more on this, refer to Managing marketing resources [page 178].
Creating and managing tasks
Introduction
Adobe Campaign lets you create tasks and manage their complete life cycle directly within the application. Program
and campaign implementation can be broken down into tasks which are assigned to Adobe Campaign operators
or external service providers. This mode of operation lets you create an open collaboration environment that includes
all program participants and external participants.
Tasks can be created, viewed, and monitored from the list of tasks or the campaign dashboard. They can also be
viewed and tracked in the schedules of the marketing plan, programs and campaigns.
Tasks are attached to campaign and can have dependencies, i.e. associated tasks. Each task has a status, priority,
estimated load, and related costs.
All the tasks are grouped in a list accessible via the Campaigns universe. For more on this, refer to Task map [page 135].
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They can be displayed in the schedule of the program to which they belong.

Creating a new task
To create a task, click the Tasks link in the Campaigns universe and select Create.
Enter at least the name of the task and select the campaign which is it linked to. You must also specify the start and
end dates. These three pieces of information are mandatory.
Click Save to create the task.
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You can also create a task via the dashboard of a campaign: in this case, it is automatically linked to the campaign
which it was created from.
After a task is created, it is added to the campaign schedule and the list of tasks. To edit a task, select it from the
schedule or click its name in the task overview, and click the Open link.
To configure it, you must indicate:

n The manager and participants: refer to Manager and participants [page 121].
n The creation schedule: refer to Execution schedule [page 128].
n The costs committed: refer to Expenses and revenues [page 129].
It is also possible to ad reviewers (refer to Reviewers [page 125]) and referenced documents (refer to Referenced
documents [page 126]).
Task life cycle is presented in Life cycle [page 145].
Manager and participants

Only the operator in charge of a task is authorized to close it.

By default, when an Adobe Campaign operator creates a task, it is assigned to them automatically. To select a different
operator, use the Assigned to field.
Note:
Operator management is presented in the Platform guide.
You may specify the operators involved in carrying out the task. These operators aren't authorized to close the task.
They may only approve the task assigned to them.
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They are selected using the Resources icon in the task toolbar. Click Add and select the concerned operators.
Click Ok and then input the usage rate: this represents the load assigned to the operator for the duration of task
execution. This rate is an indication only and is expressed as a percentage.
For example, for a task whose execution schedule is set at 10 days, an operator whose usage rate is 50% will be
mobilized on this task for half of his working time for the 10 days.
For each operator, you can enter a scheduled workload and an actual workload. These durations are also for
information purposes only.
It's possible to configure a reminder, which will be sent automatically to all operators involved in the task before its
end date.

You can view the Adobe Campaign operator profile via the Edit link icon.
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The operator dashboard lets you check their workload (other tasks in progress).
Reviewers
In addition to the participants, you can define operators who will review the task once it has been closed by the
person in charge of it. To do this, click the Enable task approval option in the lower left-hand section of the Resources
window. This can be an individual operator, a group of operators or a list of operators.

To specify a list of operators, click the Edit... link to the right of the first reviewer and add as many operators as
necessary, as shown below:
Note:
n You can define an approval schedule for the task in the lower section of the reviewer configuration window. By
default, reviewers have three days starting from the submission date to approve the task. It's possible to configure
a reminder, which will be sent to the concerned operators automatically before the approval deadline.
n The person in charge of the task can assign themselves the task of approving it, even if other operators have
already been assigned to do this. If no reviewer has been defined, the notifications will be sent to the person in
charge of the task. All other Adobe Campaign operators with Administrator rights can also approve the task.
However, they won't receive notifications.
Referenced documents
It's possible to add documents and marketing resources to a task (for more on this, refer to Managing marketing
resources [page 178]). To do so, open the task and click the Documents icon in the task toolbar.
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Click Add and select the document to be added to your task. Apply the same process for marketing resources.
Referenced documents will appear in the notifications sent to the operators involved in the task, as well as on the
task dashboard.

Execution schedule
Note:
The life cycle of a task is presented in Life cycle [page 145].
The validity period of a task is indicated in the Start and End fields. The scheduled load expresses the workload to
be performed during the period. It is expressed in days or hours.
The Workload performed field also expressed in days and hours, lets you manually update the progress of the task
with respect to the scheduled workload.
The Progress status of the task, expressed as a percentage, is updated automatically based on the tasks carried out
by the operators involved. It can be input manually.
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This information can be viewed in the task dashboard.
It is also visible in the campaign tab.
If the task execution schedule end date has been reached but the task is not completed, the task will be Late. A
warning message will also be displayed to alert operators.
For more on this, refer to Progress status of a task [page 147].
Expenses and revenues

You can define related expenses and forecast revenue for each task. These will be calculated and then consolidated
for the campaign to which the task is attached.

To specify this information, click the Expenses and revenue icon in the task toolbar.
By default, the budget charged is the budget of the campaign to which the task is attached. It is displayed in the task
details.
Note:
For further information about expenses and budgets, see Cost commitment, calculation and charging [page 162].
In this window, you can also define the objectives to be reached. Objectives are expressed in terms of forecast revenue
for the task.
Service providers
An external service provider can be involved in the management of a task.
To do this, edit the task properties and select the service provider concerned. The cost categories associated with
the service provider are automatically listed in the central section of the window.
For more on this, refer to Creating a service provider and its cost categories [page 100].
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Select the cost categories related to the execution of the task. To do this, select the type of cost and, if necessary,
add an amount to surcharge.
Note:
The method for managing budgets and costs is presented in Controlling costs [page 154].

When a service provider is selected, it is displayed in the task dashboard:
Late tasks
A task is late if it has reached its end date without its status changing to Finished. By default, no operator is warned
when a task is late. You can configure the delivery of a notification email: all operators can be notified even if they
are not involved in the task.
Go to the Resources box and add the operator to the Assignation field. To notify several people, select a group of
operators.
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Initial notifications
When you create or modify a task with a start date in the future, Adobe Campaign offers to send an email to the
person in charge of the task to let them know when it starts.
However, if the task you are creating is a long way off, it may be preferable to schedule the notification to be sent
before the task starts. For instance, if the task starts in one month, you can notify the person in charge of it one week
before it starts.
To schedule a notification, go to the Resources box and use the Initial notification field.
n For tasks within campaigns, select a specific date and time.

n For tasks within campaign templates, the notification time is expressed as the time remaining before the task
starts (for instance, if you enter 2d in the Initial notification field, the email will be sent 2 days before the task
start date)
If you have scheduled a notification, when you save the task, Adobe Campaign stills offers to send a notification
immediately. You can decide to send it and this won't replace the scheduled notification.
Task linked to a program

You can create tasks directly in a program to manage actions pertaining to their overall organization and not to a
specific campaign (for instance, a meeting to discuss the theme of upcoming campaigns within the program). The
task will appear in the program schedule.
To create a task linked directly to a program:
1 Open the program schedule: on the home page, go to Campaigns > Browse > Other choices > Programs. The
overall program schedule opens in the right-hand section of the window.
2 In the schedule, click the desired program: a window comes up with the program in it.
3 In this window, click Open. The program schedule opens.

4 Click the Add button above the schedule on the right, then click Add a task.
Operator availability
In the task dashboard, an icon next to the operator's name indicates that they are already working on another task
or event during the period covered by the task. (Task which the operator is in charge of or involved in: he appears
in the Assigned to field or in the task Resources box).
Task in a workflow
Using a Task element in a campaign workflow enables you to define two scenarios depending on whether or not
the task is approved.
In the campaign workflows, the Task activity is found in the Flow control tab.
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Task map
Displaying tasks
The tasks are displayed in the task list accessible via the Campaigns universe.
You can view all tasks of the connected operator there.

For more on this, refer to Task execution status [page 147] and Progress status of a task [page 147].

Filtering tasks
When you display this view, it is automatically filtered in order to display only operator tasks. You can also filter the
tasks using the fields in the upper section of the window.
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Editing tasks
Click on a task to edit it.

Types of task
When you create tasks via a campaign, you can create specific tasks. The type of task is defined in the selected
template.
The following tasks can be scheduled:

n Control task, refer to Control tasks [page 139],
n Marketing resource creation task, refer to Marketing resource creation task [page 142],
n Grouping task, refer to Grouping task [page 142],
n Notification task, refer to Notification task [page 143].
Note:
Control task and Grouping tasks can be created only via the campaign dashboard.
They are displayed in the task map of the operator to whom they are assigned. See Task map [page 135].
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Control tasks
A Control task is linked to delivery approval: approval of targeting, content, extraction file, budget or proof.

Once it is created, the task is added to the campaign dashboard.
You can then edit it and specify its parameters.
Marketing resource creation task

A marketing resource creation task can be used to manage the creation and publishing of a marketing resource. If
you are managing a resource via a task and not via the resource itself, you can:
n Control the resource creation process via a campaign.
n View the resource creation process in a schedule.
n Manage the resource creation process (reminders, notifications).
n Calculate and control the costs linked to resource creation.
n Approve and publish the resource via the task (if the relevant option is enabled).
Interaction between the task and its linked resource

The marketing resources creation task interacts with the resource linked to it. This means:
n The resource creation schedule and the costs linked to it are managed via the task.
n Operators can work on the resource like normal (download or upload, lock and unlock): this does not affect the
task.
n Resource approval and publication can be carried out via the task: if the Publish the marketing resource option
is enabled, the resource is approved and published automatically once the task is finished. If the option isn't
enabled, the task and the resource don't interact: acting on one won't affect the other.
You can use a series of linked tasks to define a full approval cycle. Check the Publish the marketing resource
option only for the last task: all tasks will need to be finished in order for the resource to be published. Moreover,
when you create a child marketing resource task, the resource will be selected automatically in the child task.
n Via the resource: if you submit the resource for approval or approve it, these actions will not impact the
task.
n Via the task: if the Publish the marketing resource option is checked in the task, the resource is approved
and published automatically once the task is finished (see above). If the option isn't checked, the task and
the resource won't interact: acting on one won't affect the other.
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Configuring a marketing resource creation task

The person who reviews the task isn't necessary the same person who reviews the content defined in the resource.
However, if the Publish the marketing resource option is checked (see below), the task reviewer is authorized to
approve the resource content, as finishing the task automatically approves the resource (or, if no reviewer is defined,
the task manager).
In the Marketing resource field, define the resource you want to manage via this task. You can:
n Select an existing resource: the drop-down list offers all resources with the status Being edited.
n Creating a resource: click the Select the link icon, then click the Create icon.
The Publish the marketing resource option lets you automate resource publishing: once the task is Finished, the
status of the resource automatically switches to Published, even if it was neither submitted for approval or approved,
including if the reviewer who completes the task isn't the content reviewer defined in the resource.

The Publish the resource button is made available and the resource publishing reviewer receives a notification email
to let him know that it is ready to be published. In the Edit > Tracking tab, reviewing and publishing by the task
reviewer become visible. If a resource post-processing workflow has been defined, it is executed now.
Grouping task
The Grouping task type task lets you group several tasks and synchronize the management of their progress and
their approval.
Grouping tasks have no linked expenses or resources.
All the tasks grouped to a grouping task can be seen on its own dashboard. This lets you filter the list of tasks to
display only the ones that interest you.
Grouping tasks have a link that lets you easily create a grouped task.
To create a grouped task based on a grouping task, go to the campaign dashboard and click the name of the grouping
task to display its description, then click Add a task.
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However, if you have already created a task that you want to link to a grouping task, you can do it via the Linked to
field of the Properties box.
Notification task
Notification tasks enable you to schedule email deliveries (to an operator, a group of operators, a service provider,
etc.). This lets you schedule reminders, for instance to notify someone that a campaign is finishing soon, or to send
documents before a campaign starts so that operators can prepare it. This means you can keep track of your
communications within your campaign or program and a closer eye on the actions carried out.
Life cycle
Notification tasks don't require approval. This means their life cycle is simpler than that of a standard task:
A notification task can have the following statuses:

n Scheduled until the email has been sent
n In progress once the email is sent and until the end date is reached
n Finished once the end date is reached.

Configuration
During creation, the following elements must be entered in the task:

n Assigned to: the operator or the group of operators who will receive the email. If you re-assign the task once
the email has been sent, the email will not be sent to the new operator (for this to happen, you need to re-initialize
the task and change its start date).
n Task start date: date which the notification email will be sent on. This date must take place in the future at the
time of recording of the task.
n Task end date: date on which the task status changes to Finished. By default, the end date is identical to the
start date. However, assigning a duration to the task lets you symbolize the amount of time which the operator
has to act in the schedule, if necessary.
n Description: the text entered here will appear in the body of the notification email.
You can add an attachment to the task and to the notification email. To do this, click the Documents icon in the
toolbar in the upper right-hand corner.
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Life cycle
Links between several tasks
The Properties button in each task enables you to define the links between tasks in a campaign. You can split tasks
into subtasks using a grouping task (see Linked tasks [page 145]), or define dependencies between the tasks (see
Grouping tasks [page 146]).
Linked tasks
Use the Linked task field to associate tasks with a grouping task. See Types of task [page 138].
In the following example, the approval of targeting is broken down into four sub-tasks.
Each sub-task is a standard task linked to the main task.

Grouping tasks
Use the Grouped to field to make the execution of a task depend on the execution of another task.
The dependency between tasks is represented by arrows in the campaign dashboard.
Scheduling linked tasks

When you create a task linked to another task, Adobe Campaign automatically assigns the end date of the parent
task to the child task as a start date. For instance if a Create invitation task ends on October 15 at 3:30PM, the Send
invitation email child task will start on October 15 at 3:30PM.
Moreover, if you postpone the end of a parent task, some of its child tasks may be affected: these are the child tasks
whose status is Scheduled and whose start date is earlier than the new end date of the parent task. The duration of
the task remains the same. If the start date of a child task is later than the new end date of the parent task, the child
task isn't affected.
Example
A parent task scheduled to end on October 9 at 5PM has two child tasks, task A and task B. Task A is scheduled to
start on October 10 at 2PM and task B is scheduled to start on October 12 at 8AM.
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Let's postpone the parent task: it now ends on October 11 at 1PM. Only task A is postponed and will start on October
11 at 1PM.
Task execution status

Task statuses can be view in the task map. The execution status of a task is updated automatically according to
operator actions.
A task can be: Scheduled, In progress, Finished, Canceled, Pending approval or Rejected.
n When a task is created, it is Scheduled if its start date is in the future. It keeps this status until its start date is
reached.
n Once it has been started, the task is In progress. When the person in charge of the task closes it, it changes to
Finished.
n If a reviewer has been defined, the task will be Pending approval once the person in charge of it closes it and
until the reviewer approves it. If the reviewer rejects it, the task will be Rejected.
n A task can be canceled by the person responsible for it via the dashboard or the Task map by clicking the Cancel
button.
n To schedule a task, input a start date in the future. You can then send a first notification to the Adobe Campaign
operators involved in performing the task. See Complete task life cycle [page 147].
Note:
n The task status is updated automatically.
n Even if the validity period is finished, tasks which were not closed still appear in the list of tasks in progress. A
warning notifies operators that the task is late.
Progress status of a task

In addition to its progress status, a task can be associated with a progress status: Late, To approve, To do today or
To do this week. This information is entered automatically according to the task schedule.
You can filter the list of tasks by process or progress status.
For more on this, refer to Task map [page 135].
Complete task life cycle

Below are the stages of a complete task life cycle for which the person in charge has defined participants and reviewers.
1 The person in charge creates the task and enters the various fields. For more on this, refer to Creating a new task
[page 120].

When creating and editing a task scheduled in the future (as long as the task start date isn't reached), it's possible
to send a notification to participants and managers to let them know that a new task has been scheduled.
To send this first notification, click Yes. This notification tells them about the next task and includes details on
content and the number of days remaining until its deadline.
When a task is created and scheduled for the future, its status is Scheduled.
2 On the task start date, the person responsible and the participants receive a notification telling them that the
task is started. Its status changes to In progress.
3 After completing the section assigned to them, participants can approve the task, either:
n via the notification email.
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n via the console or the web interface, in the task dashboard.

4 Each time a participant approves a job, the progress status of the task is updated.
5 The reviewer receives a notification email telling him that the operator has completed the section assigned to
them.
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They can follow the progress on the task dashboard.

6 Once the person in charge of the task decides that it is finished, they can close it, using either the link in the
notification email sent when the task was started, the console, or the interface.
Note:
The person in charge of a task can close it at any time, even if approvals are missing. The progress status changes
to 100% automatically.
7 The task status changes to To approve, and a notification is sent to the reviewer.
They approve the task via the notification email, the console or the web interface.
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They can act via the campaign dashboard:

They can also use the task approval button:
Note:
The task status will only change to To approve if you have enabled the Enable task validation option in the
Resources window of the task.
If the reviewer rejects the task, its status changes to Rejected, and the task life cycle starts again automatically.
8 The task status changes to Finished. A notification is sent to everyone involved.
Note:
Once a task is finished, its life cycle can be reinitialized by the person in charge of it. To do this, open the task
and click the Reset task to execute it again... link at the bottom of the dashboard.
Controlling costs
Introduction
MRM lets you control scheduled, committed and invoiced marketing costs and to break them down by category.
The costs committed for the various processes of a campaign are charged to a budget defined in advance by the
marketing department. The amounts can be broken down into several categories to make the information more
readable and to provide more detailed reporting of marketing investments.
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The management and tracking of budgets is centralized in a dedicated node of the Adobe Campaign tree. This lets
you monitor the amounts allocated, reserved, committed, and spent from the same view and for all budgets.
The following steps must be applied to implement budget management using MRM:
1 Defining the budget

For more on this, refer to Creating a budget [page 155].
2 Defining the cost calculation method
Cost structures are defined for the service providers. See Creating a service provider and its cost categories
[page 100].
3 Defining campaign costs (deliveries/tasks)
The costs incurred by the deliveries and tasks are input individually or globally for the campaign template. See
Calculation of costs and stocks [page 54]
4 Consolidation
According to the progress status of the tasks, deliveries and campaign, the costs will be calculated and passed
on to the corresponding budget.
When the creation of the campaign is sufficiently advanced, the progress status of the campaign budget can be
changed to Specified. The calculated cost of the program is then entered automatically with the costs calculated
on the campaign. See Cost commitment, calculation and charging [page 162].
Creating a budget
Budgets are created in the map, via the Campaign management > Budgets node. The New button in the toolbar
lets you create a budget.
n Adding a new budget
Click the New icon, name and save the budget.
n Entering the initial amount
Indicate the allocated amount in the relevant field. The other amounts are entered automatically. See Calculating
amounts [page 156].

n Defining the validity period
Specify the start and end dates. This information is indicative only.
n Expenses
Create the expense categories to which the costs assigned to this budget for campaigns, tasks etc. can be linked.
See Expense categories [page 158].
Note:
You can select a related budget.
For more on this, refer to Linking one budget to another [page 159].
Calculating amounts
Each budget is defined by an initial amount which will be decremented from the costs of the various campaigns,
deliveries or tasks related to them after they have been scheduled or performed. The status of the amounts (planned,
reserved, committed, spent, or invoiced) depends on the type of cost and the level of commitment defined in the
campaign, delivery, or task.
Note:
The amounts entered for the categories must match the budget envelope defined in the Allocated field.
For campaigns, according to the level of commitment, a cost can be planned, committed or reserved for a future
action.
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Warning:
When a campaign is created, the progress status in Budget must be set to Defined for the costs to be taken into
account on execution. If the status is Being edited, the costs will not be consolidated.
The option Commitment level represents a projection of costs into the future before they are charged to the budget.
According to the progress of a campaign, task, or delivery, you can decide to assign a higher or lower commitment
level (1. Planned, 2. Reserved, 3. Committed) using the combo box.
For example, the estimated planned cost of a Web campaign is 45,000 Euro.
For the campaign, when the budget creation status is set to Defined, the real cost of the campaign (or, if none, the
computed cost) will be carried over into the budget totals.
According to the level of commitment of the campaign budget, the amount will be entered in the Planned, Reserved
or Committed field.
The level of commitment can be modified:
n in the campaign level, in the Budget window, found in the Edit tab. This is where budgets, costs and expenses
are configured.
n in the tasks level, in the Expenses and revenues window.

When the budget is Reserved, the update is performed automatically for the charged budget.
The procedure is the same at task level.
When an expenditure gives rise to an invoice and the invoice is paid, its amount is then entered in the Invoiced field.
Expense categories
The amounts can be distributed in several expense categories for better readability of the data and for more detailed
reporting of marketing investments. The expense categories are defined during budget creation, via the Budgets
node of the tree.
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To add a category, click the Add button in the lower section of the window.
You can select a category from the existing ones or define a new category by entering it directly in the field. When
you confirm your input, a confirmation message lets you add this category to the list of existing categories, and
associate it with a Nature if necessary. This information will be used in the budget reports.
Linking one budget to another

You can link a budget to a main budget. To do this, select the main budget in the related budget field of the secondary
budgets.

An additional tab will be added to the main budget in order to display the list of related budgets.
This information is carried over to the budget reports.
Adding expense lines

Expense lines are automatically added to the budget. They are created during delivery analysis and when a task is
finished.
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For each campaign, delivery, or task, the costs generated are grouped in the expense lines of the budget to which
they are charged. These expense lines are created according to the cost lines of the service provider concerned and
calculated via the associated cost structures.
Each expense line therefore contains the following information:
n The campaign and the delivery or task to which it is related
n The amount calculated from the cost structures or the estimated provisional cost
n Real cost of the delivery or task concerned
n The corresponding invoice line (MRM only)
n List of costs calculated by cost category (if a cost structure exists)
In the example above, the expense line edited contains the costs calculated for the New cards delivery for the Loyalty
Spring Pack campaign. When the delivery is edited, the Direct Mail tab lets you see how the expense line is calculated.
The cost calculation for this delivery is based on the cost categories selected for the service provider concerned:

According to the cost categories selected, the corresponding cost structures are applied in order to calculate the
cost lines. In this example, for the service provider concerned, the cost structures are as follows:
Note:
Cost categories and structures are presented in Creating a service provider and its cost categories [page 100].
Cost commitment, calculation and charging

Costs can be committed for deliveries and tasks. According to the progress of the process to which it is related, the
status of a cost is updated.
Cost calculation process

Costs are divided into three categories:
1 Estimated provisional cost

The estimated provisional cost is an estimate of the costs for the processes of the campaign. As long as it is being
edited, the amounts input are not consolidated. It must have Specified status for the amounts input to be taken
into account in the calculations.
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This amount is input manually and can be broken down into several expense categories. To bread down a cost,
click the Breakdown... link, and then the Add button to define a new amount.
You can associate each cost with a category so that the cost breakdown by expense category can later be viewed
in the related budget and the budget reports.
2 Calculated cost
The calculated cost depends on the element concerned (campaign, delivery, task, etc.) and its status (being
edited, in progress, finished). In any case, if the real cost is specified, the calculated cost will use this amount.
If the real cost is not provided, the following rules apply:
n For a campaign being edited, the calculated cost is the estimated provisional cost of the campaign or, if this
cost is not defined, the calculated cost will be the sum of all provisional costs of the deliveries and tasks of
the campaign. If the campaign is finished, the campaign's calculated cost will be the sum of all calculated
costs.
n For a delivery that has not yet been analyzed, the calculated cost is the estimated provisional cost. If the
analysis has already been performed, the calculated cost will be the sum of all the costs calculated from the
service provide cost structures and the number of recipients targeted.
n For a task in progress, the calculated cost uses the estimated provisional cost. If the task is finished, the
calculated cost will be the sum of all the costs calculated from the service provider cost structures and the
number of days completed.
n For the marketing plan, as for the program, the calculated cost is the sum of the costs calculated for the
campaigns. If these costs are not specified, the calculated cost will use the estimated provisional costs.
Note:
The Breakdown link lets you view the details of the calculation and the last cost calculation date.
3 Real cost
The real cost is input manually, and if necessary is broken down into different expense categories.

Calculation and charging
Costs are calculated via cost structures and charged to the budgets selected in the campaigns, deliveries or tasks
concerned.
A check can be performed on the amounts committed to campaigns via the budget approval. Additional
checkpoint-style tasks can be created in a campaign in order to set up other approvals. See Types of task [page 138]
Example
We are going to create a campaign with:
n A direct mail delivery using a service provider's cost structures
n A task with a fixed cost
n A task with a daily cost
Step 1 - Creating the budget

Create a new budget via the Campaign management > Budgets node.
Define a budget of 10,000 Euros in the Allocated field of the Amounts section. Add two expense categories in the
lower section of the window:
Step 2 - Configuring the service provider and defining the cost structures
Create a service provider and a service template with its cost structure from the Administration > Campaigns node.
For more on this, refer to Creating a service provider and its cost categories [page 100].
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n For direct mail deliveries, create cost categories Envelopes (types 114x229 and 162x229), Postage and Print
(types A3 and A4). And then create the following cost structures:
Add a fixed cost (in the cost categories) whose calculation is fixed and whose amount is blank (in the corresponding
cost structure) and which will be specified individually for each delivery.
n For tasks, create the following two cost categories:

1 Room reservation (Small Room and Large Room), with a fixed cost structure in the amount of 300 and 500
Euros:
2 Creation (Content template type), with a daily cost structure of 300 Euros:
Step 3 - Charging the budget in the campaign

Create a campaign and select the budget created in Step 1.
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Note:
By default, the budget selected for the program is applied to all campaigns in the program.
Specify the estimated provisional cost, with breakdown:
Click Ok and then Save to confirm this information. The calculated cost of the campaign is then updated with the
estimated provisional cost.
Step 4 - Creating the direct mail delivery

Create a workflow for the campaign and position the query activities to select the target (warning, the recipient
postal addresses must be specified).
Create a direct mail delivery and select the service provider created in Step 2: the cost categories are displayed
automatically.

Override the cost of the envelopes and add a fixed cost. Also select the categories, concerned by these costs.
Note:
If one of the cost categories is not used, it will not generate any expenses.
Start the workflow that you have just created to launch the analysis and calculate the costs.
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If budget approval is enabled for this campaign, approve the budget from the dashboard. You can check the approval
of cost categories.

The expense line concerning the delivery is added in the Edit > Budget tab of the campaign. Edit it to view the details
of the calculation.
The cost calculated for the delivery is updated with this information:
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When you edit the calculated cost, you can check the cost breakdown and the status and date of the cost calculation.
Step 5 - Creating tasks

To this campaign, we will add the two tasks for which the cost structures were created earlier (see Step 2 - Configuring
the service provider and defining the cost structures [page 164]). To do this, in the campaign dashboard, click the Add
a task button. Name the task and click Save.
The task is then added to the task list. You must edit it to configure it.
In the Properties tab, select the service and the corresponding cost category:

Next, click the Expenses and revenue icon of the task and specify the estimated provisional cost.
When the task has been saved, the calculated cost is specified with the value entered for the estimated provisional
cost.
When the task is completed (status Finished), the calculated cost is automatically updated with the cost of the Large
Room as entered in its cost structure. This cost also appears in this category in the breakdown.
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Next, create a second task according to the same procedure; scheduled over five days and related to the cost structure
created earlier.
When the task is finished, the calculated cost is specified with the value from the related cost structure, i.e. 1500
Euros in our example (5 days x 300 Euros):

Step 6 - Update the campaign budget status
When the campaign is configured, its status can be updated by setting it to Specified. The calculated cost of the
campaign will then indicate the sum of the calculated costs of the delivery and the tasks of the campaign:
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Budget approval
When approval is activated, a special link lets you approve the budget from the campaign dashboard. This link is
displayed when the targeting workflow has been launched and a direct mail delivery needs to be approved.
You can then click the link to grant or reject approval, or use the link in the notification e-mail if notification has been
activated for this campaign.
When the budget has been approved and the delivery finished, the costs are automatically uploaded via a special
technical workflow.
Orders and invoices

In the context of MRM, you can save orders with a service provider and issue invoices. The entire life cycle of these
orders and invoices can be managed via the Adobe Campaign interface.
Order creation
To save a new order with a service provider, click the MRM > Orders node of the tree, and then click the New button.

Specify the order number, the service provider concerned, and the total amount of the order.
Issuing and tracking invoices

For each service provider, you can save invoices and define their status and the budget charged.
Invoices are created and stored in the MRM > Invoices node of the Adobe Campaign tree.
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An invoice consists of invoice lines whose total allows the amount to be calculated automatically. These lines are
created manually from the Invoice lines tab. They can be associated with an order to upload the information to the
orders.
The invoices of each service provider are displayed in the Invoices tab of the profile:
The Details tab lets you display the content of the invoice.
Click Add to create a new invoice.

Managing marketing resources
MRM lets you manage and track the marketing resources involved in the campaign life cycle. These marketing
resources can be a brochure, a visual aid, or any other communication medium involving several operators.
For each marketing resource managed via Adobe Campaign, you can track its status and history at any time and
view the current version.
Adding a marketing resource

Marketing resources are accessed via the Campaigns universe.
To add a resource, click the Create button.
To make a resource available on the Adobe Campaign server, you must add the desired resource by dragging and
dropping it in the middle area of the editor. You can also click the Upload file to server... link.
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A confirmation message lets you launch the upload.

When upload is complete, the resource is added to the list of available resources. It is accessible to Adobe Campaign
operators. They can view it (via the Preview tab), make a copy to modify it, or update the file on the server (using
the Edit tab).
Click the General tab to select the operators or groups of operators in charge of monitoring, tracking and approving
this resource. Selecting the reviewer is done via the Advanced parameters link.
n The operator to whom the resource is assigned is responsible for tracking it.
n The approving operator is responsible for approving the marketing resource. They will be notified when the
resource validation process is launched.
If no reviewer is selected, the resource cannot be subject to approval.
n If necessary, you can also specify a proofreader.
You can specify an (indicative) availability date for the resource. Beyond this date, it will appear with Late status.
Collaborative work on resources

You can modify and update a marketing resource and, if necessary, inform other Adobe Campaign operators of this.
You can:
n Download the resource locally in order to modify it.
n Update the file on the server and make it accessible to other operators.
n Lock a resource in order to prohibit its modification by other operators.
Note:
The History tab contains the download and update log for the resource. The Details button lets you view the selected
version:
Locking/unlocking a resource
Once created, resources are available in the marketing resource dashboard, and operators can edit and modify them.
When an operator wishes to work on a resource, it is preferable to lock it before starting work, to prevent other
operators from modifying it at the same time. The resource is then reserved; it remains accessible, but cannot be
published or updated on the server by another operator.

A special message notifies any operators who try to access it:
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The Tracking tab indicates the name of the operator who locked the resource and the planned update date.
To lock a resource, you must click the resource followed by the Lock button in the resource dashboard.

You can indicate the planned return date in the Tracking tab of the resource.
This information lets you inform other Adobe Campaign operators of the date on which the resource will be unlocked.
When the resource has been updated, it is automatically unlocked and made available to all operators again.
If necessary, you can also unlock it manually from the dashboard.
Note:
Only the operator who locked the resource and operators with Administrator rights are authorized to unlock a
resource.
Discussion forums
For each resource, the Forum tab lets participants exchange information.
Discussion forums [page 190] explains how discussion forums operate in Adobe Campaign.
Life cycle of a marketing resource

When the resource is created, Adobe Campaign operators are appointed to design, proofread, approve and publish
the resource. A duration can be determined for these campaigns.
The Tracking tab lets you monitor any actions carried out on the resource: approvals, approval refusals, related
comments, or publications.
The History tab displays file transfers carried out for this resource.
Approval process
The expected availability date is displayed in the resource details, if it was specified in the Tracking tab. Once this
date is reached, you can execute the approval process using the Submit for approval button in the resource dashboard.
The resource status then changes to Approval in progress.
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A resource can be approved via the Approve resource button on its dashboard.
Authorized operators can then accept or reject approval. This action is possible either: via the email message sent
(by clicking the link in the notification message) or via the console (by clicking the Approve) button.
The approval window lets you enter a comment.

The Tracking tab enables all operators to track the various stages of the approval process.
Note:
In addition to the reviewer specified for each marketing resource, operators with administrator rights and the resource
manager are authorized to approve a marketing resource.
Publishing a resource
When approved, the marketing resource must be published. The publication process must be subject to specific
implementation according to company requirements. This means that resources can be published on an extranet
or any other server, specific information can be sent to an external service provider, etc.
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To publish a resource, click the Publish button in the editing zone of the marketing resource dashboard.
You can also automate the publishing of a resource via a workflow.

Publishing a resource means making it available for use (by another task, for instance). Publication as such varies
depending on the nature of your resource: for a flyer, publishing can mean sending the file to a printer, for a web
agency, it can mean publishing it to a website, etc.
In order for Adobe Campaign to publish, you need to create an adequate workflow and link it to the resource. To
do this, open the Advanced settings box of the resource, then select the desired workflow in the Post-processing
field.

The workflow will be executed:
n When the reviewer clicks the Publish resource link (or, if no reviewer was defined, the person in charge of the
resource).
n If the resource is managed via a marketing resource creation task, it will be executed when the task is set to
Finished, as long as the Publish the marketing resource box is checked in the task (Refer to Marketing resource
creation task [page 140])
If a workflow isn't started immediately (if the workflow is stopped for instance), the status of the resource changes
to Pending publication. Once the workflow is started, the status of the resource changes to Published. This status
does not take into account possible errors in the publishing process. Check the status of your workflow to make sure
it has executed properly.
Linking a resource to a campaign

Referencing a marketing resource
Marketing resources can be associated with campaigns, provided that this feature was selected in the campaign
template.
Note:
For details on how to create and configure campaign templates, refer to Campaign templates [page 78].
Click the Documents > Resources tab in the campaign dashboard, then click Add to select the resource concerned.
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You can filter resources by status, nature or type, or apply a personalized filter.
Click OK to add the resource to the list of marketing resources referenced for this campaign.
The Details button lets you edit and view it.
The resources added are displayed in the dashboard. They can also be edited there.
Adding a marketing resource to a delivery outline

Marketing resources can be associated with deliveries via delivery outlines.
Note:
For more information on delivery outlines, refer to Associating and structuring resources linked via a delivery outline
[page 58].
Stock management
You can associate a marketing resource with one or more stocks in order to manage your supplies and to display a
warning on the dashboard in the event of insufficient stock.
Note:
For more information on stock management in Adobe Campaign, refer to Stock management [page 109].

To associate a marketing resource with a stock, edit the stock map and edit or create a stock. Add a stock line and
select the corresponding marketing resource.
If necessary, you can edit the selected resource via the Edit the link icon (magnifying glass) located to the right of
the resource once it has been selected.
Specify the initial stock and the alert stock, and then save.
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The stock is indicated in the resource details.
When the stock is insufficient, a warning is sent to the concerned operators.
Advanced functions
The marketing resources dashboard lets you carry out the usual types of operations: add, edit, lock/unlock, approve,
publish. You can create other types of marketing resources and access advanced functionality via the Adobe Campaign
tree. To do this, click Explorer in the Adobe Campaign home page.
By default, marketing resources are stored in the MRM > Marketing resources node of the tree.
You can add the following resources from this view:

n File
n HTML
n Text

n URL
Discussion forums
Adobe Campaign operators can use discussion forums to share information. The following elements each have their
own forum: plans, programs, campaigns, resources, simulations, stocks. Each operator also has a personal forum.
All discussions are public, even on personal forums.
Operators can subscribe to a forum to receive a notification email each time a message is posted.
Accessing a forum
To visit the forum of a campaign, an operator, etc., go to its dashboard and click the Forum link in the top right-hand
corner. This link also gives you the total number of messages in the forum.
Using a forum
Messages and their responses are shown in chronological order (from newest to oldest).
To display the content of a message, click on its header.
Start a new discussion
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To start a new discussion, click the Add a discussion button in the top right-hand corner. The Discussion forum box
comes up (see below).
Post a message to an existing discussion

To post a message to an existing discussion, open the message that you want to answer, then click the Reply link in
the top left-hand corner. The Discussion forum box comes up (see below).
When you reply to a message, the person who posted the original message will receive a notification.
Writing a message
In the Discussion forum box:
1 Enter your text in the Message field and a discussion title in the Subject field.
2 If necessary:
n If you want someone to take part in the discussion who isn't subscribed to the forum, use the Operator to
notify field. The operator will receive a notification email for this specific message (they will not be subscribed
to the forum). To notify several operators, select a group of operators.
n To add an attachment to the message, click Browse. The attachment will also be included in the notification
email. Attachments may only be sent individually: to send several files, you need to zip them.
3 Click Create the message to post it to the forum.

Note:
Once a message has been posted to the forum, it can no longer be changed or deleted.
Posting to the personal forum of an operator

You can post a message to the forum of an operator if, for instance, your message doesn't concern a specific campaign
but you still want to keep track of the conversation in Adobe Campaign. Personal forums are public and all operators
will see your message. The operator receives a message each time someone posts to their personal forum.
To access an operator's forum:
n If you have the necessary rights to access the Administration > Access management > Operators node of the
explorer, open the dashboard of the desired operator and click the Forum link in the top right-hand corner.
n If not, find the name of the operator in Adobe Campaign (via a message posted to the forum by this operator, a
task being assigned to him) and click on it to access their dashboard. You can also ask your administrator to
create a view of the operator folder.
Subscribing to a forum
Subscribing to a forum lets you follow discussions. You will receive an email notification each time a message is
posted to the forum. This email will contain the message body and any attachments. To answer a message, click in
the email body, then log in to the Adobe Campaign web interface. When you subscribe to a forum, this information
is visible to all.
n To subscribe to a forum, click the Follow discussions button in the top right hand section above the list of
messages.
The section goes blue and shows that you are subscribed to the forum.
n To unsubscribe from a forum, click the Unsubscribe button.
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n Your personal dashboard lists the forums which you are subscribed to. Click the Subscription to discussion
forums link to display the list, then click the item that interests you to access its forum.
For more on personal dashboards, refer to the Platform guide.

n To see who is subscribed to a forum, click the List of subscribers to this discussion forum link above the list of
messages.
Checking notification delivery

If operators subscribed to a forum aren't receiving notifications as expected:
n Check that email addresses are entered in the operator's profiles.
n Go to the Administration > Production > Technical workflows > Campaign processes node and check that
the Jobs in discussion forums workflow is started and free of errors.
n View the delivery logs:
n On the Adobe Campaign home page, go to Campaigns > Navigation > Deliveries, then open the Discussion
forum notification delivery.
n In the explorer, go to Administration > Production > Objects created automatically > Technical deliveries
> Workflow notifications, then click Discussion forum notifications.
In the Discussion forum notifications box, the delivery logs are found in the Edit > Delivery tab. You can also
view the Tracking > Log and the Exclusion causes tabs.

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CHAPTER4
Campaign Optimization
Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195
Additional configurations . . . . . . . . . . . . . . . . . . . . . . . . . . 196
Consistency rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 198
What is a consistency rule? . . . . . . . . . . . . . . . . . . . . . . . . . 198
Sales pressure rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . 198
Examples of pressure rules . . . . . . . . . . . . . . . . . . . . . . . . . 208
Controlling message management capacity . . . . . . . . . . . . . . . . . . . . 215
Analysis and arbitration . . . . . . . . . . . . . . . . . . . . . . . . . . . 221
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221
Default rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221
Creating a control rule . . . . . . . . . . . . . . . . . . . . . . . . . . . 222
Filtering . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 225
Creating a filtering rule . . . . . . . . . . . . . . . . . . . . . . . . . . . 225
Selecting the filtering rule application field . . . . . . . . . . . . . . . . . . . . 227
Creating and using a filtering typology . . . . . . . . . . . . . . . . . . . . . . 229
Rule application modes . . . . . . . . . . . . . . . . . . . . . . . . . . . 231
Defining application conditions . . . . . . . . . . . . . . . . . . . . . . . . 231
Adjusting calculation frequency . . . . . . . . . . . . . . . . . . . . . . . . 231
Selecting the rule application phase . . . . . . . . . . . . . . . . . . . . . . 232
Campaign simulations . . . . . . . . . . . . . . . . . . . . . . . . . . . . 233
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 233
Configuration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 234
Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 238
Simulation tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . 241
Introduction
Overview
Campaign Optimization is the Adobe Campaign option which lets you ascertain and monitor the sending of deliveries.
To avoid conflicts between campaigns, Adobe Campaign can test various combinations by applying specific constraint
rules. This guarantees that the messages sent best meet the needs and expectations of customers, in keeping with
company communication policies.

Types of rules
Adobe Campaign offers four types of rules:
1 Filtering rules which let you exclude part of the target based on a criterion. For more on this, refer to Filtering
[page 225].
2 Pressure rules which let you control the solicitation level of the target population. For more on this, refer to Sales
pressure rules [page 198].
3 Capacity rules which let you limit loads to guarantee optimal processing conditions. For more on this, refer to
Controlling message management capacity [page 215].
4 Control rules which let you check the validity of messages before they are sent. For more on this, refer to Analysis
and arbitration [page 221].
Once they have been created, typology rules are grouped in campaign typologies which are referenced in deliveries.
Campaign typologies
Typologies are accessed via the Administration > Campaign Management > Typology management node.
A campaign typology can contain pressure, filtering, control and capacity rules.
The Rules tab lets you add, delete or view the rule(s) to apply.
Typology rules are found in the Administration > Campaign management > Typology management > Typology
rules node.
This document provides information on the various types of rules, configuration, available options and implementation
in Adobe Campaign.
Additional configurations
The following configurations are optional. They can be carried out based on needs and set-up.
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Affinity management with IP addresses

Use the Managing affinities with IP addresses field to link deliveries to the delivery server (MTA) which manages
the said affinity. This lets you restrict the number of emails for specific deliveries towards machines or output addresses.
Note:
Affinity management does not apply for Filtering typologies.
Affinities are defined in the instance configuration file, on the Adobe Campaign server. For more on this, refer to the
Installation Guide.
Campaign Optimization and Distributed Marketing
Warning:
In typologies and typology rules, the Distributed Marketing tab is added if your license includes this option: please
check you license agreement.
The Distributed Marketing tab lets you define the re-mapping of typologies and/or rules which applies when a
shared campaign is ordered and/or reserved. Typologies/rules defined for a local entity (linked to those defined for

the central entity) replace rules/typologies linked to the central entity. Re-mapping lets you adapt central entity rules
to the local entities who order the campaign.
Note:
For more information on Distributed Marketing, refer to Overview [page 248].
Consistency rules
What is a consistency rule?

Adobe Campaign guarantees consistent communications thanks to a set of rules contained in campaign typologies.
Their aim is to control the deliveries sent to recipients, such as volume, nature, relevance, etc. The following consistency
rules are available:
n Pressure rules, for example, to restrict the number of letters to be sent to a population to two, to select the
communication which best matches the interests of a group of subscribers, to avoid sending an SMS to a dissatisfied
customer, etc. For more on this, refer to Sales pressure rules [page 198].
n Capacity rules, for example to avoid overloading the platform concerned by the delivery. For instance, special
offers which contain a download link must not be sent to too many people at once, to avoid saturating the server;
telephone campaigns must not exceed the processing capacity of call centers, etc. For more on this, refer to
Controlling message management capacity [page 215].
Sales pressure rules

Overview
Implementing sales pressure management enables you to avoid over-soliciting the population in the database. To
do this, you can define a maximum number of messages per recipient. It also lets you implement arbitration rules
between campaigns, in order to send the most suitable campaign to the targeted population.
Campaigns are selected based on defined thresholds and message weight.
n A threshold is the highest number of deliveries authorized for a given recipient. It can be either set or variable.
It is set or calculated in the typology rule settings. Refer to Defining the maximum number of messages [page 202].
n Delivery weights let you identify top-priority deliveries within the framework of pressure management. Messages
with the highest weight have priority. Refer to Calculating message weight [page 203].
Arbitration consists in making sure scheduled campaigns whose weight is greater than the campaign in progress
won't lead to excessive profile solicitation: if this is the case, the profile is excluded from the delivery.
Arbitration criteria (message weight and/or threshold) can vary based on two types of information:
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n recipient preference, which is declarative information: newsletter subscriptions, recipient status (customer or
prospect),
n recipient behavior: purchases, links visited, etc.
The arbitration rule for defining eligible messages is applied during the analysis stage. For each recipient and for the
concerned period, the message will be sent if the following formula is true:
(number of messages sent) + (number of messages with a greater weight) < threshold
Otherwise, the recipient will be Excluded by arbitration.
Creating a pressure rule

To set up arbitration between campaigns using Adobe Campaign, start by creating campaign typologies and defining
linked typology rules (Pressure rules).
To create and configure a Pressure typology rule, apply the following steps:
1 In the list of campaign typology rules, click the New icon above the list.

2 In the General tab of the new rule, select a Pressure type rule and enter a name and description for it.
3 Click the Pressure tab and choose the calendar period during which the typology rule applies.
The rule will be applied to deliveries whose contact date is included in the concerned period. Scheduled deliveries
are only taken into account if the relevant option is selected. For more on this, refer to Defining the concerned
period [page 204].
4 Define the method for calculating the highest number of messages.
The threshold represents the highest number of messages that can be sent to a recipient during the concerned
period.
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By default, the threshold is constant and you need to indicate a maximum number of messages authorized by
the rule.
To define a variable threshold, select the Depends on the recipient value in the Type of threshold field and use
the icon on the right to open the expression editor.
For more on this, refer to Defining the maximum number of messages [page 202].
5 Specify the method for calculating delivery weight.
Each delivery has a weight, i.e. a value which represents its priority level: this enables arbitration between
campaigns. Weights are calculated using the formula defined in the typology rule and/or in its properties. For
more on this, refer to Calculating message weight [page 203].
6 By default, all messages are taken into account for threshold calculation. The Restriction tab lets you filter the
messages concerned by the typology rule:
n The upper section of this tab lets you restrict the concerned recipients.
n The lower section of this tab lets you filter the deliveries to be counted.

In the following example, only recipients saved in the NewContacts folder are taken into account and only
Newsletters are concerned.
7 The Typologies tab lets you view the campaign typologies which apply this rule or link the rule to one or more
existing typologies.
Calculating delivery thresholds and weights
Defining the maximum number of messages

Each pressure rule defines a threshold, i.e. the maximum number of messages that can be sent to one recipient over
a given time period. Once this threshold has been reached, no more deliveries can take place until the end of the
period considered. This process lets you automatically exclude a recipient from a delivery if a message exceeds the
set threshold, thus avoiding over-solicitation.
Threshold values can be either constant or calculated by a formula with variables. This means that for a given period,
thresholds can vary from one recipient to another, or even for the same recipient.
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Warning:
Entering 0 as a threshold prevents all deliveries to the target population during the period considered.
Example: you can index the number of authorized messages according to the segment to which the recipient belongs.
This means that a recipient belonging to the Web segment may receive more messages than other recipients. An Iif
(@origine='Web', 5, 3) type formula authorizes the delivery of 5 messages to recipients and 3 for other segments.
Configuration will be as follows:
To define the threshold, you can use a dimension linked to the targeting dimension: for example, to include messages
delivered to the recipient profiles stored in the visitors table (for more on the visitors table, refer to Web Functionalities)
or to avoid sending more than one message per week to the same household, (which may refer to several email
addresses) identified in a dimension linked to that of the recipients.
To do so, select the Count messages on a linked dimension option, then select the visitor or the contact table.
Calculating message weight

Each delivery has a weight which represents its level of priority. By default, the weight of a delivery is set to 5. Pressure
rules let you define the weight of the deliveries which they will be applied to.
Weights can be either set or calculated via a formula to suit recipients. For example, you can define the weight of a
delivery based on recipient interests.
Warning:
The weight defined in a typology rule can be overloaded individually for each delivery, in the Properties tab. Click
the Typology tab to select the campaign typology and, if necessary, specify the weight to be applied.
However, the weight declared in an A typology rule won't be used for calculating a B typology rule: this weight will
concern only deliveries that use the A rule.
Example:
In the following example, we want to link the weight of newsletters on music to the propensity score of their recipients.
To do this:
1 Create a new field to store recipient propensity scores. The field, @music in this case, will be enriched with
answers to surveys and online polls, collected tracking data, etc.

2 Create a typology rule to calculate message weight based on this field.
3 Apply this rule to messages with the following topic: newsletters, special offers, etc. The weight of these deliveries,
and therefore their level of priority, will depend on each recipients' propensity score.
Defining the concerned period

Pressure rules are defined in n-day rolling periods.
The period is configured in the Pressure tab of the rule. You can specify the number of days and, if necessary, select
the type of grouping to apply (day, week, month, quarter, etc.).
The grouping type lets you extend the Period considered field to the whole day, calendar week, calendar month or
calendar year for dates for the period
For example, a pressure rule which defines a threshold of 2 messages per week, with a grouping to each calendar
month, will prevent the delivery of more than 2 messages within the same week AND within the same calendar
month. Warning, if the period overlaps two months, the calculation threshold will take into account deliveries from
these two calendar months and could therefore prevent all new deliveries during the second month.
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Note:
By default, only deliveries already sent are taken into account when calculating the threshold. Check the Take the
deliveries into account in the provisional calendar option if you also want to consider the deliveries scheduled for
the concerned period. In this case, the considered period is doubled to enable the integration of future deliveries as
well as previous ones.
To restrict the deliveries taken into account to a 2-week period, you can either:
n Enter 15d in the Concerned period field: deliveries sent up to two weeks before the date of the delivery which
the rule is applied to will be taken into account in the calculation,
or
n Enter 7d in the Period considered field AND check the Take the deliveries into account in the provisional
calendar option: deliveries sent up to 7 days before the delivery date and scheduled up to 7 days after the
delivery date on which the rule is applied will be taken into account in the calculation.
The period start date depends on how the database is configured.
For instance, if you apply a 15-day pressure rule without grouping to a delivery dated 12/11, deliveries will be taken
into account between 11/27 and 12/12. If the pressure rule takes the deliveries in the provisional calendar into
account, all deliveries scheduled between 11/27 and 12/27 will be taken into account. Finally, if you configure a
grouping per calendar month in the rule, all deliveries in November and December will be taken into account for
calculating the threshold (from 11/1 to 12/31).
Warning:
Frequent cases
To make sure that deliveries for the current calendar week are not taken into account, as well as not to risk also
taking into account those from the previous week for the calculation threshold, specify the Period considered at '0'
and select 'Grouping per calendar week' as the Period type.
When a period is higher than 0 (1 for example), the calculation threshold may take the previous day's deliveries into
account. Therefore, if the previous day corresponds to the previous calendar week and the period type selected is
'Grouping per calendar week', all of the previous week will then be taken into account for the calculation threshold.
Example:
We want to create a pressure rule which restricts solicitation to 3 messages per 2-week period, with a grouping to
the calendar month.

Let's take 6 newsletters with the same weight, scheduled for 05/30, 06/3, 06/8, 06/12, 06/22 and 06/30.
The deliveries scheduled for 12th and 30th of June will not be sent: the 06/12 delivery would exceed the threshold
of 3 messages per 2-week period, and the 30th delivery would exceed the threshold of authorized communications
per calendar month.
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All recipients for these deliveries are excluded by arbitration during the analysis phase:
For the same rule, if you group deliveries per quarter, the recipients of newsletter no.5 will also be excluded, and it
will not be sent.
Finally, if no grouping is selected, only newsletter no.4 will not be sent, since it was scheduled for the same 2-week
period as the first three newsletters.
Note:
When you change the definition of a typology rule, you can create a Simulation to control its impact on the deliveries
it is applied to and monitor the impact which the deliveries have on each other. For more on this, refer to Campaign
simulations [page 233].
Exclusion via arbitration

Arbitration is re-applied every night via the Provisional technical workflow and the Campaign processing workflow
(if you are using Campaign).
The Provisional workflow pre-calculates the data for the period in progress (from its start date to the current date),
which lets typology rules be applied during the analysis. It also re-calculates exclusion counters for arbitration every
night.
Thus, for each recipient, Adobe Campaign checks that the number of messages to send does not exceed the threshold,
taking into account the number of messages already sent for the concerned period. This information is an indicator,
since all calculations are updated at the time of delivery.

If this number exceeds the threshold, the arbitration rules defined in the campaign typology are applied and recipients
are excluded from campaigns with a lower weight.
Note:
If several deliveries have equal scores, the campaign scheduled for the earliest date will be sent.
Examples of pressure rules

The following section provides examples on creating and implementing pressure rules.
Adapting the threshold based on a set criterion

We want to create a typology rule to prevent the delivery of more than 4 messages per week to customers and 2
messages per week to prospects.
To identify customers and prospects, use the Status field, which contains 0 for prospects and 1 for customers.
To create the rule, apply the following steps:
1 Create a new Pressure type typology rule.

2 Edit the Pressure tab: in the Maximum number of messages section, we want to create a formula to calculate
the threshold depending on each recipient. Select the Depends on the recipient value in the Threshold type
field, then click Edit expression to the right of the Formula field.
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Click the Advanced parameters button to define the calculation formula.
3 Select the Edit the formula using an expression option and click Next.
4 In the list of functions, double-click the Iif function in the Others node.

Then select the recipients' Status in the Available fields section.
Enter the following formula:
Iif(@status=0,2,4)
This formula lets you assign the value 2 if the status equals 0, and the value 4 for all other statuses.
Click Finish to approve the formula.
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5 Indicate the period during which the rule will apply: 7 days in this case, to count the number of messages per
week.
6 Save the rule to approve creation.

Now link the rule which you have just created to a typology in order to apply it to deliveries. To do this:
1 Create a campaign typology.

2 Go to the Rules tab, click the Add button and select the rule you have just created.
3 Save the typology: is it added to the list of existing typologies.

To use this typology in your deliveries, select it in the delivery properties, in the Typology tab as shown below:
Note:
The typology can be defined in the delivery template, to be applied automatically to all deliveries created using this
template.
During delivery analysis, delivery recipients are excluded from the delivery if applicable, depending on the number
of deliveries already sent to them. To view this information, you can:
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n View the analysis result:
n Edit the delivery and click the Delivery tab and the Exclusions sub-tab:

n Click the Audit tab, then the Causes of exclusions sub-tab to display the number of exclusions and the applied
typology rules:
Calculating the delivery weight based on behavior

You can define pressure rules based on recipient behavior: thus, the weight of a delivery can adapt to criteria which
vary from one recipient to another. For instance, you can decide to send a message depending on whether or not a
recipient visited your internet site, clicked in a specific section of the last newsletter, subscribed to an information
service, or even based on answers to a survey, an online game, etc.
In the following example, we want to create a delivery with a weight of 5. This weight is enriched with propensity
scores based on recipient behavior: customers who have already ordered from this site will have a score of 5, while
customers who have never ordered online will have a score of 4.
To perform this type of configuration, you need to use a formula to define message weight. Information on propensity
scores and survey answers must be accessible in the data model. In our example, the Propensity field has been
added.
Apply the following configuration steps:
1 Create a new Pressure type typology rule.

2 Edit the Pressure tab. We want to create a threshold formula which will be based on each individual recipient:
click the Edit expression icon to the right of the Weight formula field.
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3 By default, value 5 is shown in the upper section of the expression editor. We want to add the propensity score
of each recipient to this weight: place your cursor to the right of the 5, enter the + character and select the
Propensity field.
4 Then add a higher value for recipients who have already made a purchase. For them, the weight of the delivery
must be increased by 5, while for others it increases by only 4.
5 Click Finish to save this rule.

6 Link the rule to a campaign typology and reference this typology in a delivery to approve it.
Controlling message management capacity

Before delivering messages, you need to make sure your organization has the capacity to process the delivery
(physical infrastructure), the responses which the delivery may generate (inbound messages), and the number of
calls to be made to contact subscribers (call center processing capacity), etc.

To do this, you need to create Capacitive typology rules.
In the following example, we are going to create a typology rule for a telephone loyalty campaign. This lets us restrict
the number of messages to 20 per day, i.e. the daily processing capacity of a call center. This rule will then be applied
to two deliveries and its impact studied.
To create this example, apply the following steps:
1 Creating a capacity rule [page 216],

2 Defining the maximum load [page 216],
3 Monitoring consumption [page 221].
Creating a capacity rule

Create a Capacity typology rule.
Defining the maximum load

In the Capacity tab, create the availability lines: in our example, these are time periods during which calls can be
made. To do this, you can manually create one or more availability lines (refer to Adding availability lines one by
one [page 216]) or create availability ranges. The frequency of these time periods can be automated (refer to
Automatically adding availability lines [page 218]).
Adding availability lines one by one

To create an availability line, click the Add button and select Add an availability line. Enter the availability period
and the available load.
Add as many lines as necessary to suit your processing capacity.
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When a rule is used in a delivery, the Consumed and Remaining columns provide information on the load, as shown
below:
Availability lines are for information purposes only. To exclude excess messages, check the Exclude from the target
messages in excess of capacity option. This prevents the capacity from being exceeded. For the same population
as in the previous example, the consumption and remaining capacity may not exceed the initial quantity:
The number of messages to be processed is broken down evenly over the defined availability range. This is the case
for call centers, for instance, because their maximum number of calls per days is limited. The Do not limit

instantaneous delivery capacity option lets you ignore this breakdown. It can be applied to direct mail deliveries
which can be sent en masse at the same time.
Note:
In case of an overload, the saved messages are selected according to the formula defined in the delivery properties:
Automatically adding availability lines

To define availability periods for a given time, click the Add button and select the Add a set of availability lines
option. Indicate a duration for each time period and the number of periods to create.
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To automate the frequency of page creation, click the Change button and define time period scheduling.
For example, let's define a schedule to create availability periods for all work days at a rate of 10 calls per hour
between 9AM and 5PM. To do this, apply the following steps:
1 Select the type of periodicity and the days and hours during which it is valid:

2 Indicate the validity dates:
3 Check the schedule before you approve it:
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The Provisional workflow automatically creates all matching lines.
The information displayed on this screen is changed in keeping with previous rules. For more on this, refer to Adding
availability lines one by one [page 216].
Note:
We recommend creating availability lines via file imports. This tab lets you view and check consumption lines.
Monitoring consumption
By default, capacity rules are for indication purposes only. Select the Exclude messages in excess of capacity from
the target option to prevent the defined load from being exceeded. In this case, excess messages will be automatically
excluded from the deliveries using this typology rule.
To monitor consumptions, view the values displayed in the Consumed column of the Capacity tab in the typology
rule.
To view consumption lines, click the Consumptions tab in the rule.
Analysis and arbitration
Introduction
In addition to the consistency rules presented above, control rules let you guarantee the validity and quality of
messages prior to delivery: character display, SMS size, address format, etc.
Default rules
A set of out-of-the-box rules lets you carry out usual checks. These checks (shown in bold in the interface) are:
n Object approval (email): checks that the sender object and address do not contain special characters which
may cause problems on certain mail agents.
n URL label approval (email): checks that each tracking URL has a label.
n URL approval (email): checks the tracking URLs (presence of the "&" character).
n Message size approval (mobile): checks the size of SMS messages.
n Validity period check (email): checks that the validity period of the delivery is long enough to send all messages.
n Proof size check (all channels): generates an error message if the proof target population exceeds 100 recipients.
n Wave scheduling check (email): checks that the last wave of deliveries is scheduled to start before the end of
the validity period, if the delivery is broken down into several waves.

n Unsubscription link approval (email): checks for the presence of at least one unsubscription (opt-out) URL in
each content (HTML and Text).
Creating a control rule

It is possible to create new control rules to suit your needs. To do this, create a Control typology rule and enter the
control formula in SQL in the Code tab.
Example:
In the following example, we are going to create a rule to prevent an SMS offer from being sent to more than 100
recipients. This rule will be linked to a campaign typology, then to the sms deliveries for which the concerned offer
is available.
Apply the following steps:
1 Create a Control typology rule. Select a Warning alert level.
2 In the Code tab, enter the script to apply the desired threshold, as shown below:
This script will trigger a warning if the delivery target exceeds 100 contacts.
if( delivery.FCP == false && delivery.properties.toDeliver > 100 )

{
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logWarning("Significant number of SMS to deliver (" + delivery.properties.toDeliver +

"). Please make sure the target is correct.")
return false;
}
return true
3 Link this rule to a campaign typology and reference the typology in the concerned SMS delivery.

4 During delivery analysis, the rule is applied and a warning is created if applicable.
However, the delivery will still be ready for sending.

If you increase the alert level, this will prevent the delivery from starting.
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At the end of the analysis, the Confirm delivery button will not be available.
Filtering
Filtering rules let you define the messages to exclude based on criteria defined in a query. These rules are linked to
a targeting dimension.
Filtering rules can be linked to other types of rules (control, pressure, etc.) in typologies, or grouped in a dedicated
Filtering typology. For more on this, refer to Creating and using a filtering typology [page 229].
Creating a filtering rule

For example, you can filter your newsletter subscribers to prevent communications from being sent to recipients
who are underage.
To define this filter, apply the following steps:
1 Create a Filtering typology rule applicable to all communication channels.

2 Change the default targeting dimension and select the subscriptions (nms:subscription)
3 Create the filter using the Edit the query from the targeting dimension... link.
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4 Link this rule to a campaign typology and save it.
When this rule is used in a delivery, underage subscribers are excluded automatically. A specific message indicates
rule application:
Selecting the filtering rule application field

You can restrict the application field of the filtering rule based on the linked delivery or delivery outline.

To do this, go to the General tab of the typology rule, select the type of restriction to apply and create the filter, as
shown below:
In this case, even if the rule is linked to all deliveries, it will only be applied to those which match the criteria of the
defined filter.
Note:
Typologies and filtering rules can be used in a workflow, in the Delivery outline box.
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Creating and using a filtering typology

You can create Filtering typologies: they only contain filtering rules.

These specific typologies can be linked to a delivery when the target is selected: in the delivery wizard, click the To
link, then click the Exclusions tab.
Then select the filtering typology to be applied to the delivery. To do this, click the Add button and select the
typologies to apply.
You can also link filtering rules directly via this tab, without them being grouped in a typology. To do this, use the
lower section of the window.
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Note:
n Only typologies and filtering rules are available in the selection window.
n These configurations can be defined in the delivery template to be applied automatically to all new deliveries
created using the template.
Rule application modes

Depending on the type of rule, you can select the application conditions as well as the rule application sequence
and the concerned phase in the delivery life cycle.
Defining application conditions

You can restrict the application field of a rule according to your needs (except for control rules).
It is possible to configure typology rules so that they concern only certain deliveries which they are linked to, or
certain recipients among the target of a delivery.
To define the application conditions of a rule, click the Edit the rule application conditions... link in the General
tab.
Then use the query editor to define filtering conditions. In the following example, the capacity rule concerns only
deliveries with the word 'offer' in their label or deliveries created before April 1st 2013.
Note:
For filtering rules, you can select the application condition of filtering criteria: they can depend on the delivery or
the delivery outline. For more on this, refer to Selecting the filtering rule application field [page 227].
Adjusting calculation frequency

Arbitrations are re-executed automatically every night via the database cleansing workflow. However, values can
be saved beyond this period.
Indeed, some calculations use values which do not change on a daily basis. It would therefore be irrelevant to
re-calculate data every day and overload the database for nothing. For example, if a process enriches the marketing
database with customer propensity scores and purchase information on a weekly basis, the data based on these
values doesn't need to be re-calculated every day.
To do this, the Frequency field of the General tab lets you define a maximum period during which targeting is saved.
By default, the value 0 indicates that calculation remain valid until the next execution of daily re-arbitration.

To save the results beyond this period, enter a value greater than 12 in the Frequency field: once this period expires,
all rules are re-applied.
The Re-apply the rule at the start of personalization option lets you apply the rule automatically during the
personalization phase, including if the period stated in the Frequency field is still valid.
Selecting the rule application phase

Typology rules are applied in a specific sequence during the targeting, analysis and personalization phases of the
deliveries they concern.
These rules and their possible configurations are presented below.
Execution order
In standard operation mode, the rules are applied in the following sequence:
1 Control rules, if they are applied at the start of targeting.

2 Filtering rules:
n Native application rules for address qualification: defined address / non-verified address / blacklisted address
/ quarantined address / address quality.
n Filtering rules defined by the user.
n Deduplication rule on the address or the identifier (applied if necessary).
3 Pressure rules.
4 Capacity rules.
5 Control rules, if they are applied at the end of targeting.
6 Control rules, if they are applied at the start of personalization. If users rules (filtering / pressure / capacitive)
have expired and need recalculating, they will be applied during this step.
7 Control rules, if they apply at the end of personalization.
Note:
If you are using Adobe Campaign Interaction, offer eligibility rules are applied at the same time as filtering rules (for
offers found in the delivery outlines) or during the personalization phase, during the call to the offer engine.
You can adapt the execution sequence of rules which have the same type using the appropriate field in the General
tab of the rule. When several rules are executed during the same message processing phase, you can configure their
execution sequence in the Execution sequence field.
For example, a pressure rule with an execution order of 20 will be executed before a pressure rule with an execution
order of 30.
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Control rules
For Control rules, you can decide at which point of the delivery life cycle the rule will be applied (before or after
targeting, at the start of personalization, at the end of the analysis). Select the value to apply in the drop-down list
of the Phase field, in the General tab of the typology rule.
Possible values are:

n At the start of targeting
To prevent the personalization step from being executed in case of errors, you can apply the control rule here.
n After targeting
If you need to know the volume of the target in order to apply the control rule, select this phase.
For example, the Check proof size control rule applies after each targeting stage: this rule prevents message
personalization if there are too many proof recipients.
n At the start of personalization
This phase must be selected if the control concerns the approval of message personalization. Message
personalization is carried out during the analysis phase.
n At the end of the analysis
When a check requires message personalization to be complete, select this phase.
Campaign simulations
Overview
Campaign Optimization lets you test the efficiency of a campaign plan using simulations. This lets you measure the
potential success of a campaign: generated revenue, target volume based on the typology rules applied, etc.
Simulation lets you monitor and compare the impact of deliveries.

Note:
Deliveries prepared in Test mode have no impact on each other, for example when assessing a campaign in distributed
marketing, or as long as the deliveries aren't scheduled in the provisional calendar.
This means that pressure and capacity rules are only applied to deliveries in Target estimation and message
personalization mode. Deliveries in Estimation and approval of the provisional target and in Target evaluation
mode are not taken into account.
The delivery mode is chosen in the Typology sub-tab of the delivery properties.
Configuration
Creating a simulation
To create a simulation, apply the following steps:
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1 Go to the Campaigns universe, click the More link within the Create section and select the Simulation option.
2 Enter the template and the name of the simulation. Click Save to create the simulation.

3 Click the Edit tab to configure it.
4 In the Scope tab, specify the deliveries you want to consider for this simulation. To do this, click the Add button
and specify the delivery selection mode to take into account.
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You can either select each delivery one by one or sort them by campaign, program or plan.
Note:
If you select deliveries via a plan, program or campaign, Adobe Campaign can automatically refresh the list of
deliveries to take into account whenever a simulation is started. To do this, check the Refresh the selection of
deliveries each time the simulation is started option.
If you don't do this, any deliveries that are not available in the plan, program, or campaign when the simulation
is created will not be taken into account: deliveries added later will be ignored.
5 Select the elements to include in the simulation scope. If necessary, select multiple elements using the SHIFT
and CTRL keys.
Click Finish to approve the selection.

You can manually combine selected deliveries and deliveries belonging to plans, programs or campaigns.
If necessary, you can use a dynamic condition via the Edit the dynamic condition... link
Click Save to approve this configuration.
Warning:
Only deliveries whose target has been calculated are taken into account when calculating simulations (statuses:
Target ready or Ready to deliver).
Execution settings
The General tab of the simulation lets you enter execution settings:
n The Schedule execution for down-time option defers the simulation launch to a less busy time period, based
on the chosen level of priority. Simulations use significant database resources, that's why non-urgent simulations
should be scheduled to run at night, for example.
n The Priority is the level applied to the simulation to delay its triggering.
n Save SQL queries in the log. SQL logs let you diagnose a simulation if it ends with errors. They can also help
you find out why a simulation is too slow. These messages will be visible after the simulation in the SQL logs
sub-tab of the Audit tab.
Implementation
Executing a simulation
Once the simulation scope is defined, you can execute it.
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To do this, open the simulation dashboard and click Start simulation.
Once execution is complete, open the simulation and click the Results tab to view the targets calculated for each
delivery.

1 The Deliveries sub-tab lists all deliveries taken into account by the simulation. It shows two counts:
n The Initial count is the target as it was calculated during its estimation in the delivery.
n The Final count is the number of recipients counted after simulation.
The difference between initial and final counts reflects the application of the various rules or filters configured
prior to the simulation.
To learn more about this calculation, edit the Exclusions sub-tab.
2 The Exclusions sub-tab lets you view the exclusion break-down.
3 The Alerts sub-tab groups all alert messages generated during the simulation. Alert messages can be sent in
case of capacity overload (if the number of recipients targeted exceeds the set capacity, for instance).
4 The Exploration of the exclusions sub-tab lets you create a result analysis table. The user needs to indicate
variables in the abscissa/ordinates axes.
For an example of analysis table creation, refer to the end of Exploring results [page 241].
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Viewing results
Log
The Log tab lets you diagnose simulation execution. The SQL Logs sub-tab is useful for expert users. It lists execution
logs in SQL format. These logs are only displayed if the Save SQL queries in the log option has been selected in the
General tab before simulation execution.
Exploring results
The Exploration of the exclusions sub-tab lets you analyze the data resulting from a simulation.
Descriptive analysis is detailed in the Reporting guide.
Simulation tracking
The indicators in the Log and Results tabs provide a first overview of simulation results. For a more detailed view of
results, open the Reports tab.
Reports
To analyze the result of a simulation, edit its reports: they show exclusions and causes.
The following reports are provided by default:
n Detail of simulation exclusions: this report provides a detailed chart of exclusion causes for all concerned
deliveries.
n Simulation summary: this report shows the populations excluded from the simulation throughout the various
deliveries.
n Summary of exclusions linked to the simulation: this report shows a chart of exclusions caused by the simulation
along with the applied typology rule and a chart showing the exclusion ratio per rule.

Note:
You can create new reports and add them to the ones offered. For more on this, refer to the Reporting guide.
To access reports, click the Reports link of the targeted simulation via its dashboard.
You can also edit reports using the Reports link accessible from the simulation dashboard.
Comparing simulations
Each time a simulation is executed, the result replaces any previous results: you cannot display and compare results
from one execution to another.
To compare results, you need to use reports. Indeed, Adobe Campaign lets you save a report history to view it again
later. This history is saved throughout the simulations' life-cycle.
Example:
1 Create a simulation on a delivery which typology A is applied to.

2 In the Reports tab, edit one of the available reports, such as Detail of simulation exclusions for example.
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3 In the upper right-hand section of the report, click the icon to create a new history.
4 Close the simulation and change the configuration of typology A.

5 Execute the simulation again and compare the result with the one displayed in the report for which a history
was created.
You can save as many report histories as necessary.
Reporting axes
The Calculations tab lets you define reporting axes on the target. Theses axes will be used during result analysis
(refer to Exploring results [page 241]).
Note:
We recommend defining calculation axes in the simulation templates rather than individually for each simulation.
Simulation templates are saved in the Resources > Templates > Simulation templates node of the Adobe Campaign
tree.
Example:
In the example below, we want to create an additional reporting axis based on the recipients' status ("Customer",
"Prospect" or none).
1 To define a reporting axis, select the table which contains the information to be processed in the Analysis
dimension field. This information is mandatory.
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2 Here, we want to select the Segment field of the recipient table.
3 The following options are available:

n Generate target overlap statistics lets you recover all overlap statistics in the simulation report. Overlaps
are recipients targeted in at least two deliveries within one simulation.
Warning:
Selecting this option considerably increases simulation execution time.
n Keep the simulation work table lets you keep simulation traces.
Warning:
The automatic saving of these tables requires a significant storage capacity: make sure the database is big
enough.
When the simulation results are displayed, the information on the selected expression will be displayed in the
Overlaps sub-tab.

Delivery target overlaps indicate the targeted recipients in at least two deliveries of a simulation.
Note:
This sub-tab is only displayed if the Generate target recovery statistics option has been enabled.
The information on reporting axes can be processed in exclusion analysis reports created in the Exploring exclusions
sub-tab. For more on this, refer to Exploring results [page 241]
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CHAPTER5
Distributed Marketing
Table of Contents
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 248
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 248
Terminology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 248
User-friendliness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 249
Operators and entities . . . . . . . . . . . . . . . . . . . . . . . . . . . 250
Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 251
Creating a local campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . 253
Creating a local campaign template . . . . . . . . . . . . . . . . . . . . . . . 253
Creating the campaign package . . . . . . . . . . . . . . . . . . . . . . . . 263
Ordering a campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . 267
Approving an order . . . . . . . . . . . . . . . . . . . . . . . . . . . . 271
Creating a collaborative campaign . . . . . . . . . . . . . . . . . . . . . . . . 276
Creating a collaborative campaign . . . . . . . . . . . . . . . . . . . . . . . 276
Creating a collaborative campaign package . . . . . . . . . . . . . . . . . . . . 282
Ordering a campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . 285
Approving an order . . . . . . . . . . . . . . . . . . . . . . . . . . . . 286
Publishing the campaign package . . . . . . . . . . . . . . . . . . . . . . . . 286
Assigning a reviewer . . . . . . . . . . . . . . . . . . . . . . . . . . . 287
Adding other reviewers . . . . . . . . . . . . . . . . . . . . . . . . . . 289
Approval periods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 289
Approving via the Adobe Campaign console . . . . . . . . . . . . . . . . . . . . 290
Accessing campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . 290
Accessing the campaign . . . . . . . . . . . . . . . . . . . . . . . . . . 290
Available settings . . . . . . . . . . . . . . . . . . . . . . . . . . . . 291
Campaign execution . . . . . . . . . . . . . . . . . . . . . . . . . . . 291
Tracking a campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . 291
Filter packages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 291
Edit packages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 292
Cancel a package . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294
Reinitializing a package . . . . . . . . . . . . . . . . . . . . . . . . . . 296
Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 297
Creating a local campaign (by form) . . . . . . . . . . . . . . . . . . . . . . 297
Creating a collaborative campaign (by target approval) . . . . . . . . . . . . . . . . 300
Creating a collaborative campaign (by form) . . . . . . . . . . . . . . . . . . . . 307

Overview
Introduction
Adobe Campaign offers a Distributed Marketing application for implementing cooperative campaigns between
central entities (headquarters, marketing departments, etc.) and local entities (sales points, regional agencies, etc.).
This cooperation is based on a shared workspace known as the list of campaign packages, where centrally created
campaign templates and instances are offered to local entities.
The central entity provides campaigns that local entities may use. Campaigns are materialized by packages representing
either local or collaborative campaigns. To use a campaign, the local entity must order it and the order must be
approved.
Warning:
The Distributed Marketing module is a Campaign option. Please check your license agreement.
Terminology
Central entities
Central entities are made up of marketing operators in charge of specifying communications and assisting local
entities in executing their marketing campaign.
The distributed marketing module allows the central entity to:
n set up marketing campaign packages for local entities,
n increase local entities' degree of autonomy regarding their choice in customer/prospect communication, targeting,
content, etc.
n manage and control costs,
n handle a network of agencies.
Local entities
Local entities can be agencies, stores or groups of specific local operators (country or regional managers, brand
managers, etc.).
Distributed Marketing allows local entities to have more autonomy while optimizing execution costs.
Localization
Localization is the capacity for a local entity to modify the target and content of a campaign. The possible level of
localization depends on the type of campaign and its implementation.
List of campaign packages

The list of campaign packages contains the campaigns available to local entities.
Campaign package
Template (or campaign instance) created by a central entity and made available to a set of local entities.
Local campaign
A local campaign is an instance created from a template referenced in the list of campaign packages with a specific
execution schedule. Its aim is to meet a local communication need using a campaign template that was set up and
configured by the central entity.
The local entity's degree of autonomy depends on the implementation used.
Refer to Creating a local campaign [page 253].
Collaborative campaign
A collaborative campaign is a campaign whose execution schedule is defined by the central entity, which the local
entity may use. The content remains the same for each local entity but costs are shared. To take part, local entities
subscribe to the collaborative campaign.
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n Collaborative campaign (by form): recommended for campaigns involving up to 300 local entities. The local
entity can enter predefined parameters for targeting and content personalization in a Web form. The form can
be an Adobe Campaign form or an external form (extranet client). A functional administrator can define and
configure the form based on a form template defined by the integrator. To order the campaign, the local entity
just needs Web access.
n Collaborative campaign (by campaign): recommended for campaigns aimed at dozens of local entities. This
type of campaign creates child campaigns for each local entity. Once the collaborative campaign (by campaign)
is approved by the central entity, the campaign is made available to the local entity, who can modify it. Execution
is automatically synched between parent and child campaigns. The local entity must have access to an instance
to order a campaign and participate in it.
n Collaborative campaign (by target approval): recommended for campaigns aimed at several thousand local
entities. Local entity receives a contact list that has been predefined by the central entity. The local entity decides
whether or not to keep certain contacts based on the campaign content, via a Web form. Local entities are
deduced from the list of selected contacts. To participate in the campaign, the local entity just needs Web access.
n Collaborative campaign (simple): this mode ensures compatibility with the specific execution processes of
previous versions.
Refer to Creating a collaborative campaign [page 276].
Ordering campaign packages

If a local entity registers for a campaign this is made into an order which regroups all information relative to the
campaign localization.
User-friendliness
The list of campaign packages can be accessed from the Campaigns universe: click the Campaign packages link.
This window allows all local operators to view the campaigns available for their local agency.
In the case of central agencies, this window displays all packages available in the list of campaign packages and offers
additional links for editing the list.

Operators and entities
Start by specifying the central and local entity operators via the Access management folder.
Operators
You need to create central and local operators.
Central operators must belong to the Central management operator group or have the CENTRAL named right.
Local operators must belong to the Local management operator group or have the LOCAL named right. They must
also be linked to their local entity.
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Organizational entities
To create an organizational entity, click the Administration > Access management > Organizational entities node
and click the New icon above the list of entities.
Each organizational entity contains identification information (label, internal name, contact information, etc.) and
groups involved in the order approval process. These are defined in the Notifications and approvals section found
in the General tab.
n Define a package notification group: operators in this group will receive a notification each time a new package
is added to the list of campaign packages and each time a campaign becomes available.
n Select the group of reviewers in charge of approving orders, i.e. those in charge of approving campaigns ordered
by the local entity.
n Finally, select the group of reviewers in charge of approving the local campaign (target, content, budget, etc.).
This group may be added to when ordering a campaign, depending on the template.
Note:
The approval process is presented in Approval process [page 272].
Implementation
Distributed Marketing campaigns are created and published by the central entity. They may be used by both local
and central entities as needed.
The implementation procedure depends on the type of campaign package used and the local entity delegation
levels.
Integrator side
1 Create local entities.

2 Link recipients with the operators that manage local entities.
3 Specify rights and browsing rules for local entities

4 Specify the set of fields necessary for campaign localization:
n target definition and maximum size,
n content definition,
n execution schedule (contact date and extraction date), for local operators only,
n extension of order schema with all necessary additional fields.
5 Create a Web form (Adobe or extranet) that allows you to display localization parameters, evaluate the target
and budget, as well as preview the content and approve the order.
For collaborative campaigns (by target approval), create the table where the approvals for each local entity
will be saved.
Functional administrator side

These steps must be carried out when creating each campaign.
1 Update the form with the fields used for campaign localization.
2 Create an instance from an appropriate campaign template (collaborative campaign) or duplicate the campaign
template (local campaign).
3 Configure the campaign with the localization fields and the form reference.
4 Publish the campaign.
Local operator side

These steps must be carried out for each campaign.
1 Once you receive notification of the campaign package's availability, specify the campaign's location (optional).
2 Evaluate the target, the budget, etc.
3 Preview campaign content.
4 Order the campaign.
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Creating a local campaign

A local campaign is an instance created from a template referenced in the list of campaign packages with a specific
execution schedule. Its aim is to meet a local communication need using a campaign template that was set up and
configured by the central entity. The main stages for implementing a local operation are as follows:
For the central entity
1 Creating a local campaign template.

2 Creating a campaign package from a template.
3 Publishing a campaign package.
4 Approving orders.
For the local entity
1 Ordering the campaign.

2 Executing campaigns.
Creating a local campaign template

To create a campaign package, you must first create the campaign template via the Resources > Templates node.
To create a new local template, duplicate the default Local campaign (opLocal) template.

Name your campaign template and complete the available fields.
In the campaign window, click the Edit tab, then click the Advanced campaign settings... link.
Web interface
In the Distributed marketing tab, you can choose the type of Web interface and specify the default values and
parameters to be entered when a local entity places an order.
The Web interface corresponds to a form to be filled in by the local entity when ordering the campaign.
Select the type of Web interface to be applied to the campaigns created from the template:
There are four types of Web interfaces available:
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n By brief: local entity must provide a description whereby it describes the campaign configurations. Once the
order has been approved, the central entity configures and executes the campaign as a whole.
n By form: local entity has access to a Web form where, depending on the template used, they can edit the content,
the target, its maximum size, as well as creation and extraction dates using personalization fields. Local entity
can evaluate the target and preview content from this Web form.
The form offered is specified in a Web application that must be selected in a drop down list from the Web
Interface field in the template's Advanced campaign settings... link. Refer to Creating a local campaign (by form)
[page 297].

Note:
The Web application used in this example is an example. You must create a specific Web app to be able to use
a form. Refer to API.
n By external form: local entity has access to campaign parameters in its extranet (not Adobe Campaign). These
parameters are identical to those of a local campaign (by form).
n Pre-set: local entity orders campaign using the default form, without localizing it.
Default values
Select the Default values to be completed by local entities. For example:
n contact and extraction dates,
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n target characteristics (age segment, etc.).
Complete the Parent marketing program and Charge fields.
Approvals
From the Advanced parameters for campaign entry link, you can specify the maximum number of reviewers.

Reviewers will be entered by the local entity when ordering the campaign.
If you do not wish to name reviewers for a campaign, enter 0.
Documents
You can allow local entity operators to link documents (text files, spreadsheets, images, campaign descriptions, etc.)
to the local campaign when creating the order. The Advanced parameters for campaign entry... link lets you restrict
the number of documents. To do this, simply enter the maximum number allowed in the Number of documents
field.
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When ordering a campaign package, the form suggests linking as many documents as indicated in the corresponding
field in the template.
If you do not wish to display a document upload field, enter 0 in the Number of documents field.
Note:
The Advanced parameters for campaign entry can be deactivated by checking Do not display the page used to
enter the campaign parameters.

Workflow
In the Targeting and workflows tab, create the campaign workflow that collects the Default values specified in the
Advanced campaign settings... and creates the deliveries.
Double click the Query activity to configure it according to the specified Default values.
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Delivery
In the Audit tab, click the Detail... icon to view the Scheduling for the selected delivery.
The Scheduling icon lets you configure the delivery's contact and execution date.

If necessary, configure the maximum size of the delivery:
Locate your delivery's HTML. For example, in Delivery > Current order > Additional fields, use the Age segment
field to locate the delivery according to the age of the target.
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Save your campaign template. You can now use it from the Campaign packages view in the Campaigns universe,
by clicking the Create button.
Note:
Campaign templates and their general configuration are detailed in Campaign templates [page 78].
Creating the campaign package

For the campaign template to become available to local entities, it needs to be added to the list. To do this, the
central agency needs to create a new package.
1 In the Navigation section on the Campaigns page, click the Campaign packages link.

2 Click the Create button.
3 The section above the window lets you select the previously specified campaign package template.
By default, the New local campaign package (localEmpty) template is used for local campaigns.
4 Specify the label, folder and execution schedule for the campaign package.
Dates
The start and end dates define the campaign's visibility period in the list of campaign packages.
The availability date is the date on which the campaign will become available for local entities (to order).
Warning:
If a local entity does not reserve the campaign before the deadline, it will not be able to use it.
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This information is found in the notification message sent to local agencies, as shown below:
Audience
For a local campaign, the central entity can specify the local entities involved by checking the Limit the package to
a set of local entities.

Additional settings
Once the package is saved, the central entity can edit it from the Edit tab.
From the General tab, the central entity can:

n configure the campaign package reviewer(s) from the Approval parameters... link,
n review the execution schedule,
n add or delete local entities.
Note:
By default, each entity can order a local campaign only once.
Check the Enable multiple creation option to allow several local campaigns to be created from the campaign
package.
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Notifications
When a campaign becomes available or when the registration deadline is reached, a message is sent to the operators
of the local notification group. For more on this, refer to Organizational entities [page 251].
Ordering a campaign
Campaign packages become accessible to local entities once they are approved and their implementation period
has started. Local entities receive an email letting them know that a new campaign package is available (as soon as
its availability date is reached).
Note:
If some local entities were specified when creating the campaign package, they will be the only ones to receive a
notification. If no local entity was specified, all local entities will receive a notification.
To use a campaign offered by the central entity, the local entity must order it.
To order a campaign:
1 Click Order campaign in the notification message, or the corresponding button in Adobe Campaign.
Enter your ID and password to order the campaign. The interface is made up of a set of pages defined in a web
application.
Note:
Web applications are detailed in the Web Functionalities guide.

2 Enter the necessary information in the first page (order label and comment) and click Next.
Complete the available parameters and approve the order.

A notification is sent to the manager of the organizational entity to which the local entity belongs, to approve
this order.
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3 The information is returned to the local and central entities. While local entities can only view their own orders,
the central entity can view all orders by any local entity, as shown below:
Operators can display order details:

The Edit tab contains information entered by the local entity when ordering the campaign.
4 The order must be approved by the central entity to be finalized.
For more on this, refer to the Approval process [page 272] section.
5 The local operator is then notified that the campaign is available: campaign availability can be found in the list
of campaign packages within the Campaigns universe. The campaign can then be used. For more on this, refer
to Accessing campaigns [page 290].
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The Start targeting with order approval option lets the local entity run the campaign as soon as the order has
been approved.
Approving an order
To confirm a campaign order, the central entity must approve it.
The Campaign orders overview, accessed via the Campaigns universe lets you view the status of campaign orders
and approve them.
Note:
Local entities can make changes to the order until it is approved.

Approval process
Email notification
When a campaign is ordered by a local entity, its reviewers are notified by email, as shown below:
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Note:
Selecting reviewers is presented in the Reviewers [page 276] section. They can accept or reject the order.

Approving via the Adobe Campaign console
The order may also be approved via the console, in the campaign order overview. To approve an order, select it and
click Approve the order.
Note:
The campaign can still be edited and reconfigured up until the campaign availability date. Local entities can also
reject the campaign by clicking the Cancel button.
Creating a campaign
Once a campaign order is approved, it may be configured and executed by the local entity.
For more on this, refer to Accessing campaigns [page 290].
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Rejecting an approval
The operator in charge of approval can reject an order or campaign package.
If the reviewer rejects an order, the relevant notification is automatically sent to the local entities concerned: it
displays the comment entered by the operator that rejected the approval.
Information is displayed on the list of campaign packages page or on the campaign order page. If they have access
to the Adobe Campaign console, local entities are informed of this rejection.

They can view the related comment in the campaign package's Edit tab.
Reviewers
Every time an approval is required, reviewers are notified by email.
For each local entity, reviewers are selected for campaign order approval and campaign approval. For more information
on selecting local reviewers, refer to Organizational entities [page 251].
Note:
For this selection to be possible, order approval must not yet be effective.
Canceling an order
The central agency can cancel an order using the Delete button, located on the order dashboard.
This cancels the campaign in the Campaign orders view.
Creating a collaborative campaign

The central entity creates collaborative campaigns from Distributed Marketing campaign templates. Refer to the
collaborative campaign presentation.

To configure a collaborative campaign, click the Campaign management > Campaigns node, then the New icon.
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Note:
Apart from collaborative campaigns (by campaign), these campaigns can be configured and executed via a web
interface.
The configuration process for a collaborative campaign database is similar to that of a local campaign template. The
specifications of the different types of collaborative campaigns are detailed below.
By form
To create a collaborative campaign (by form), the Collaborative campaign (by form) template must be selected.
In the Edit tab, click the Advanced campaign settings... link to access the Distributed Marketing tab.
Select the By form Web interface. This type of interface lets you create personalization fields that will be used by
local entities when ordering a campaign. Refer to Creating a local campaign (by form) [page 297].
Save your campaign. You can now use it from the Campaign packages view in the Campaign universe, by clicking
the Create button.
The Campaign Package view allows you to use local campaign templates (out-of-the-box or duplicated), as well as
reference campaigns for collaborative campaigns, with the aim of creating campaigns for your different organizational
entities.

By campaign
To create a collaborative campaign (by campaign), the Collaborative campaign (by campaign)
(opCollaborativeByCampaign) template must be selected.
When ordering the campaign, the local entity can complete the criteria predefined by the central entity, and evaluate
the campaign before ordering it.
Once an order for a Collaborative campaign (by campaign) is approved by the central entity, a child campaign is
created for the local entity. Once available to them, the local entity can then modify:
n the campaign workflow,
n typology rules,
n and personalization fields.
The local entity executes the child campaign. The central entity executes the parent campaign.
The central entity can view all child campaigns linked with a Collaborative campaign (by campaign) from this
dashboard (via the List of associated campaigns link).
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By target approval
To create a collaborative campaign (by target approval) , the Collaborative campaign (by target approval) template
must be selected.
Note:
In this mode, the central entity doesn't need to specify the local entities.
The campaign workflow must integrate Local approval type activity. The activity parameters are as follows:
n Action to perform: Target approval notification.
n Distribution context: Explicit.
n Data distribution: Local entity distribution.
Local entity distribution type data distribution must be created. The data distribution template lets you limit the
number of records from a list of grouping values. In Resources > Campaign management > Data distribution, click
the New icon to create a new Data distribution. For more information on data distribution, refer to the Workflows
guide.
Select the Targeting dimension and the Distribution field. For the Assignment type, select Local entity.

In the Distribution tab, add a field for each local entity and specify the value.
You can add a second Target approval after the Delivery type activity to configure a report on it.
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In the campaign creation notification message, the local entity receives a contact list that has been predefined by
the central entity parameters.

The local entity can delete certain contacts based on the campaign content.
Simple
To create a simple collaborative campaign, the Collaborative campaign (simple) template must be selected.
Creating a collaborative campaign package

To make a campaign available to local entities, the central entity must create a campaign package.
1 In the Navigation section on the Campaigns page, click the Campaign packages link.
2 Click the Create button.
3 The section at the top of the window lets you select the New collaborative package (mutualizedEmpty) template.
4 Select the reference campaign.
5 Specify the label, folder and execution schedule for the campaign package.
Dates
The start and end dates define the campaign's visibility period in the list of campaign packages.
For collaborative campaigns, the central entity must specify the registration and personalization deadline.
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Note:
The Personalization deadline allows the central entity to choose a deadline by which the local entities must have
delivered the documents (spreadsheets, images) to be used to configure the campaign. This is not a mandatory
option. Side-stepping this date will not affect campaign implementation.
Audience
The central entity must specify the local entities involved per campaign as soon as the collaborative campaign is
created.
Warning:
Simple, by form and by campaign collaborative campaign kits cannot be approved unless the relevant local entities
have been specified

Approval modes
For collaborative campaigns, you can specify the order approval mode.
In manual mode, the local entity needs to subscribe for the campaign in order to participate.
In automatic mode, the local entity is pre-subscribed for the campaign. It may cancel campaign subscription or modify
its parameters without needing approval from the central entity.
Notifications
Configuration for notifications is identical to notifications for a local entity. Refer to Local campaign.
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Ordering a campaign
When a collaborative campaign is added to the list of campaign packages, the local entities belonging to the audience
defined by the central entity are notified (the collaborative campaigns (by target approval) do not have a predefined
audience). The message sent contains a link that lets you register for the campaign, as shown below:
This message also enables local entities to view the description entered by the central operator that created the
package, as well as documents linked to the campaign. These do not belong to the campaign itself, although they
provide additional information on it.
Once local operators have logged on via a web interface, they can enter personalized information to the collaborative
campaign they wish to order:

After a local entity has completed their registration, central entities are notified by email to approve their order.
For more on this, refer to the Approval process [page 272] section.
Approving an order
The process for approving a collaborative campaign package order is the same as when doing so for a local campaign.
Refer to Local campaign.
Publishing the campaign package

Central entity operators publish campaigns they wish to offer to local entities in the list of campaign packages.
Before they can be published in the campaign package list, the campaign packages have to be approved by the
central entity. To do this, you can specify a reviewer or group of reviewers via the Approval parameters link in the
campaign package.
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Assigning a reviewer
To select the reviewer, click the Approval parameters link from the campaign package and choose the relevant
reviewer from the drop-down list.
You may then begin the approval process by clicking Submit for approval.

A notification message is then sent to the reviewer to confirm the availability of this campaign package. The message
contains a link to accept or reject the approval via Web access.
Note:
At the organizational entity level, you may also specify reviewers to approve orders. For more on this, refer to
Organizational entities [page 251].
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Adding other reviewers

You can add other reviewers from the Edit... link, found in the campaign package's Approval parameters... tab.
Approval periods
By default, reviewers are given three days from the submission date to process the approval.
Within the edit reviewers window, you can also set reminders to send one or multiple messages if a campaign
package has not been approved. To do this, click the Add reminder link, then the Add button.
Reminders can be sent out either on a given date and/or x days after the submission date. The type of reminder can
be configured in the first column of the table of reminders. In the example below, the reviewers will receive a reminder
message on the on the 29/01/2014, i.e. two days before the date selected in the Date column, and a second reminder
one day before the end of the approval period, i.e. two day after the submission for approval date.
Once it is defined and the package has been submitted for approval, the execution schedule is displayed in the Audit
tab. It shows the processing deadline calculated based on previous configuration, as well as the dates of all configured
reminders.

Approving via the Adobe Campaign console
If no reviewer has been specified or if none of the notified operators have approved the package, the Approve the
package button lets you proceed directly to the approval from the campaign package Dashboard or from the
packages overview.
After approval, the campaign is published, added to the list and, as soon as its availability date is reached, local
entities may use it. If the local entities were specified when creating the campaign, a message is sent to the operators
in the notification group to let them know that the campaign is available. If no entity was specified beforehand, the
campaign is available to all local entities, by default. For more on this, refer to Organizational entities [page 251].
Accessing campaigns
Once a campaign has been ordered, the order has been approved, and the availability date reached, it can be
executed.
Depending on the campaign type and the options selected, the campaign is executed locally or centrally.
Accessing the campaign

Once the order is approved and the availability date reached, the campaign is created locally and can be used. Local
operators are notified of its availability.
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It is added to the detail of the matching order and can be edited. The complete dashboard lets you manage it on a
local level.
The campaign remains accessible in the Campaign overview, located via the Campaigns link on the home page.
Available settings
Local entities can adapt the campaign content to suit their needs, using all campaign dashboard elements. Their
main task will be to adapt the targeting workflow and possibly personalize delivery content.
Campaign execution
Each local entity may execute the campaign workflow and perform the necessary approvals based on the process
defined in the campaign's template.
Tracking a campaign
Central entity operators can track campaign orders in the list of campaign packages.
This lets them:
n Filter packages [page 291],
n Edit packages [page 292],
n Cancel a package [page 294],
n Reinitializing a package [page 296].
Filter packages
From the Campaigns universe, you can display the list of Campaign packages which regroups all existing Distributed
Marketing campaigns. You can filter this list so that it displays only campaigns that are either published, late, pending

approval, etc. To do this, click the links in the upper section of this view, or use the Filter list link and select the
campaign package status to display.
Edit packages
The Campaign packages page lets you view the summary of each package.
This summary shows the following information: label, type of campaign, as well as the name of the campaign from
which it was created, and the folder.
Click the package name to edit it. You can also view orders by their local entities and by their status.
This information is also offered in the Campaign orders view which lists all orders.
The central operator can edit the order. There are two ways of doing this:
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1 The operator can click the order name to edit it: this displays the order detail.
The Edit > General tab lets you view information entered by the local entity when it ordered the campaign.

2 The operator can click the campaign package label to edit it and change certain settings.
Cancel a package
The central entity can cancel a campaign package at any time.
Click Cancel in the campaign package Dashboard.
The Comment field lets you justify the cancellation.

For local campaigns, canceling a package removes it from the list of available marketing campaigns.
For collaborative campaigns, canceling a package triggers numerous actions:
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1 Any orders related to this package are canceled,
2 The reference campaign is canceled and all active processes (workflows, deliveries) are stopped,

3 A notification is sent to all local entities concerned.
Canceled packages can still be accessed and reinitialized by the central entity (see below) if necessary. They will only
be offered to local entities again once they have been approved and started. The package reinitialization process is
shown below.
Reinitializing a package
Campaign packages which have already been published can be reinitialized, modified and made available to local
entities.
Select the package concerned.
Click the Reinitialize the package to reuse it link and click OK.
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Then click the Save button to approve package re-initialization.
The package status then changes to Being edited. Modify, approve and publish it again to restore it to the list of
campaign package.
Note:
You can also reinitialize canceled campaign packages.
Examples
Creating a local campaign (by form)

The By form type Web interface involves using a Web application. Depending on its configuration, this Web application
can contain any type of defined personalized elements. For example, you can suggest links to evaluate the target,
the budget, the content, etc. via dedicated APIs.
Note:
APIs are detailed in a dedicated document, access to which is dependent on your contract. Refer to API.
Note:
The Web application used in this example is not a Web app that comes out-of-the-box with Adobe Campaign. To
use a form in a campaign, you must create the dedicated Web application.

When creating the campaign template, click the Zoom icon within the Web interface option of the Advanced
campaign settings... link to access details of the Web application.
Note:
Web application parameters are only available in the campaign template.
In the Edit tab, select the Campaign order activity and open it to access its content.
In this example, the Campaign order activity includes:
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n fields to be entered by the local entity during the order,
n links that will allow the local entity to evaluate the campaign (e.g. the target, budget, content, etc.),

n scripts that allow you to calculate and display the result of these evaluations.
Note:
In this example, the following APIs are used:
n For the target evaluation,
var res = nms.localOrder.EvaluateTarget(ctx.localOrder);
n For the budget evaluation,
var res = nms.localOrder.EvaluateDeliveryBudget(ctx.@deliveryId,

NL.XTK.parseNumber(ctx.@compt));
n For the content evaluation,
var res = nms.localOrder.EvaluateContent(ctx.localOrder, ctx.@deliveryId, "html",

resSeed.@id);
Creating a collaborative campaign (by target approval)

Introduction
You are the marketing manager for a large clothing brand that has an online store and several boutiques all over
the US. Now that spring has arrived, you decide to create a special offer that will give your best clients 50% off all
dresses in your catalog.
This offer is aimed at the best clients of your US stores, meaning those who have spent more than $300 since the
beginning of the year.
You therefore decide to use Distributed Marketing to create a collaborative campaign (by target approval) which
will allow you to select your stores' best clients (grouped by region), who will receive the email delivery containing
the special offer.
The first part of this example illustrates your local entities receiving the campaign creation notification, and how they
can use it to evaluate the campaign and order it.
The second part of this example explains how to create your campaign.
The steps are as follows:
1 Use the campaign creation notification to access the list of contacts selected by the central entity.
2 Select the contacts and approve participation.
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For the central entity:
1 Create a Data distribution activity.

2 Create the collaborative campaign.
3 Publish the campaign.
Local entity side

1 The local entities that have been chosen to participate in the campaign will receive an email notification.

2 By clicking the Access your contact list and approve targeting link, the local entity is given access (via Web
browser) to the list of clients selected for the campaign.
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3 The local entity unchecks certain contacts from the list because they have already been contacted for a similar
offer since the start of the year.
Once the checks have been approved, the campaign can start automatically.
Central entity side
Creating a data distribution activity
1 To set up a collaborative campaign (by target approval) you must first create a Data distribution activity. Click
the New icon in the Resources > Campaign management > Data distribution node.

2 In the General tab, you must specify:
n the Targeting dimension. Here the Data distribution is carried out on the Recipients.
n the Distribution type. You can choose a Fixed size or a Size as a percentage.
n the Assignment type. Select the Local entity option.
n the Distribution type. Here, it is the Origin (@origin) field present in the Recipient table that lets you identify
the relationship between the contact and the local entity.
n The Approval storage field. Select the Local approval of recipient option.
3 In the Breakdown tab, specify:
n the Distribution field value, which corresponds to the local entities involved in the upcoming campaign.
n the local entity label.
n the Size (fixed or as a percentage). The 0 default value involves selecting all the recipients linked to the local
entity.
4 Save your new data distribution.

1 From the Campaign management > Campaign node, create a new collaborative campaign (by target approval).
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2 In the Targeting and workflows tab, create a workflow for your campaign. This must contain a Split activity in
which the Record count limitation is defined by the Data distribution activity.
3 Add a Local approval action where you can specify:

n the message content that will be sent to the local entities in the notification.
n the approval reminder,

n the expected processing for the campaign
4 Save your record.

Publishing the campaign
You can now add a campaign package from the Campaigns universe.
1 Choose your Reference campaign. In the Edit tab of your package, you can select the Approval mode to use
for your campaign:
n in Manual mode, the local entities participate in the campaign if they accept the invitation from the central
entity. They can delete pre-selected contacts if they want to and approval from the manager is necessary to
confirm their participation in the campaign.
n in Automatic mode, the local entities must participate in the campaign, unless they unregister themselves
from it. They can delete contacts without needing approval.
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2 In the Description tab, you can add a description for your campaign as well as any documents to be sent to the
local entities.
3 Approve your campaign package then start your workflow to publish the package and make it available to all
the local entities in list of packages.
Creating a collaborative campaign (by form)

Introduction
You are the marketing manager for a large makeup brand that has an online store and several boutiques all over
the US. To unload your winter stock and make room for your new stock, you decide to create a special offer that will
target two client categories: the over 30s, to whom you will offer age sensitive skin care products, and the under
30s, to whom you will offer the more basic skin care products.
You therefore decide to use Distributed Marketing to create a collaborative campaign (by form) which will allow
you to select clients from your different stores by the age ranges. These clients will receive an email delivery with a
special offer that will have been personalized according to their age range.
The first part of this example illustrates your local entities receiving the campaign creation notification, and how they
can use it to evaluate the campaign and order it.
The second part of this example explains how to create your campaign.
The steps are as follows:
1 Use the campaign creation notification to access the online form.

2 Personalize the campaign (target, content, delivery volume).

3 Check these fields and change them if necessary.
4 Approve your participation.
5 The manager of the local entity (or the central entity) approves your configuration and participation.
For the central entity:
1 Create the collaborative campaign.

2 Configure the Advanced campaign settings... as you would for a local campaign.
3 Configure the campaign workflow and the delivery as you would for a local campaign.
4 Update the web form.
5 Create the campaign package and publish it.
Local entity side

1 The local entities selected to take part in the campaign receive an email notification informing them of their
participation in the campaign.
2 The local entities complete the personalized form, then they:

n evaluate the target and the budget,
n preview the delivery content,
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n approve their participation.
3 The operator in charge of validating orders approves their participation.

Central entity side
1 To implement a collaborative campaign (by form), you must create a campaign using the Collaborative campaign
(by form) template.
2 In the campaign's Edit tab, click the Advanced campaign setings... link to configure it as a local campaign. Refer
to Creating a local campaign (by form) [page 297].
3 Configure the campaign workflow and the web form. Refer to Creating a local campaign (by form) [page 297].
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4 Create your campaign package by specifying the execution schedule and the local entities involved.
5 Finalize the package configuration by selecting the approval mode in the Edit tab.
6 From the Description tab, you can enter a campaign package description, a notification message to be sent to
local entities when the package is published, and attach any informative documents to your campaign package.

7 Approve the package to publish it.
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CHAPTER6
Response Manager
Table of Contents
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 313
Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 313
Hypothesis concept . . . . . . . . . . . . . . . . . . . . . . . . . . . . 313
Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 314
Configuration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 314
Configuring schemas . . . . . . . . . . . . . . . . . . . . . . . . . . . 314
Managing indicators . . . . . . . . . . . . . . . . . . . . . . . . . . . 318
Hypothesis templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . 319
Creating a hypothesis model . . . . . . . . . . . . . . . . . . . . . . . . . 319
Example: creating a hypothesis template on a delivery . . . . . . . . . . . . . . . . 328
Creating hypotheses . . . . . . . . . . . . . . . . . . . . . . . . . . . . 332
Creating a hypothesis on the fly on a delivery . . . . . . . . . . . . . . . . . . . 332
Referencing a hypothesis in a campaign delivery . . . . . . . . . . . . . . . . . . 336
Adding a default hypothesis to deliveries for a campaign . . . . . . . . . . . . . . . . 336
Creating a hypothesis on an offer . . . . . . . . . . . . . . . . . . . . . . . 338
Example: creating a hypothesis linked to a delivery . . . . . . . . . . . . . . . . . . 340
Hypothesis tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 345
Hypothesis results . . . . . . . . . . . . . . . . . . . . . . . . . . . . 346
Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 348
Overview
Objectives
Adobe Campaign offers a response management application (Response Manager) that lets you measure the success
and profitability of marketing campaigns or offer propositions for all communication channels (email, mobile,
telephone, direct mail, fax, agency, etc.).
Hypothesis concept
Hypotheses can be configured over a given period from the contact date to deduce the behavior of those targeted
after receiving a delivery. These hypotheses are based on a transaction table that saves purchases and details of
these purchases.
Hypotheses are limited in time and can be applied to a control group to be compared to the target population.
Hypothesis results are provided by indicators that are updated automatically once the calculation is complete. The
ROI linked to the hypotheses will be taken into account in the campaign reports.

Also, the reports provided with Response Manager enable you to summarize the information linked to turnover
increase, margin calculation, as well as the ROI of the delivery or the offer.
In addition, thanks to the purchase detail lines, you can specify your hypotheses to focus only on one particular
product for example.
For example, following a delivery promoting an item, we wish to evaluate the revenue generated. We apply the
hypothesis that any recipient who has purchased at least one item in the month following the triggering of the
delivery has reacted to this action. Response management will determine, based on this hypothesis, which purchase
request lines should be assigned to it. Then, based on this, it will be possible to determine the resulting revenue as
the sum of these lines.
Warning:
Response Manager is a Campaign option. Please check your license agreement.
You can also calculate all the reactions for the entire household of the recipient that received the delivery or offer.
Each hypothesis is linked to a single transaction table. One delivery or offer can be linked to multiple hypotheses.
Method
Before you start using Response Manager, refer to Configuration [page 314] and carry out the necessary configurations.
In order to launch a hypothesis on a delivery or an offer, you need to define its context in a template which will be
used for each hypothesis you create.
To define and create measuring hypotheses, apply the following process:
1 Define a hypothesis model. Refer to Creating a hypothesis model [page 319].

2 Create one or more hypotheses on an existing delivery. Refer to Referencing a hypothesis in a campaign delivery
[page 336].
or
Create one or more hypotheses on offers. Refer to Creating a hypothesis on an offer [page 338].
3 Check hypothesis results. Refer to Hypothesis tracking [page 345].
4 Re-launch hypotheses if necessary. Refer to Creating a hypothesis on the fly on a delivery [page 332].
Configuration
This section is intended for persons responsible for configuring response management. It assumes a certain amount
of knowledge about extending schemas, defining workflows, and SQL programming.
This lets you understand how to adapt the standard data model to the specific nature of a transaction table external
to Adobe Campaign with the table of individuals. This table of individuals can coincide with the table of available
individuals in Adobe Campaign or with a different table
The measurement hypothesis is launched by the operation process workflow (operationMgt). Each hypothesis
represents a separate process executed asynchronously with an execution status (Being edited, Pending, Finished,
Failed, etc.) and controlled by a scheduler that manages priority constraints, restriction of the number of simultaneous
processes, the low activity page and automatic execution with frequency.
Configuring schemas
Warning:
Do not modify the standard schemas of the application, but rather use the schema extension mechanism. Otherwise,
modified schemas will not be updated at the time of future upgrades of the application. This can lead to malfunctions
while using Adobe Campaign.
Application integration is required before using the reaction module, in order to define the various tables (transactions,
transaction details) to be measured as well as their relationship with deliveries, offers and individuals.
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Response Manager
Standard schemas
The out-of-the-box nms:remaMatch schema contains the reaction log table, i.e. the relation between individuals,
hypothesis and transaction table. This schema shall be used as an inheritance schema for the reaction logs' final
destination table.
The nms:remaMatchRcp schema also comes as a standard, it contains the storage of reaction logs for Adobe
Campaign recipients (nms:recipient). In order to be used, it will need to be extended to be mapped to a transaction
table (containing purchases, etc.).
Transaction tables and transaction details

The transaction table must include direct links towards individuals.
You can also add a table containing transaction details. This is not directly linked to individuals.
If we take a receipt for example, a transaction table is linked to a contact (receipt table) and a receipt lines table is
only linked to the receipt table (detail table). You can then configure the hypothesis directly at the level at which
the receipt line table is linked to the receipt table.
Note:
If you would like to keep the receipt identifier that describes the expected behavior in the hypotheses, you can extend
the nms:remaMatchRcp table template to add the identifier to it (in this case, no ROI calculation is linked to these
fields).
We highly recommend adding an event date.

The following schema shows joins between the different tables once configuration is complete:
Response management with Adobe Campaign recipients

In this example, we will integrate a table of purchases in our response management module using the Adobe
Campaign recipient table (nms:recipient).
The table of response logs on a nms:remaMatchRcp recipient is extended to add a link to the purchase table schema.
In the following example, the purchase table is called demo:purchase.
1 Via the Adobe Campaign explorer, select the Administration > Campaign management > Target mappings.

2 Right-click Recipient then select Actions and Modify the options of the targeting dimensions.
3 You can personalize the Extension namespace in the next window, then click Next.
4 In the Response management category, make sure that the Generate a storage schema for reactions box is
checked.
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Response Manager
Then click Define additional fields... to select the related transaction tables and add the desired fields to the
extension of the nms:remaMatchRcp schema.
The created schema looks as follows:
<srcSchema _cs="Reactions (Recipients) (cus)" entitySchema="xtk:srcSchema"

extendedSchema="nms:remaMatchRcp"
img="nms:remaMatch.png" implements="xtk:persist" label="Reactions (Recipients)"
mappingType="sql"
name="remaMatchRcp" namespace="cus">
<element label="Reactions (Recipients)" name="remaMatchRcp">
<key internal="true" name="match">
<keyfield xlink="hypothesis"/>
<keyfield xlink="broadLog"/>
<keyfield xlink="proposition"/>
</key>
<attribute label="Quantity" name="quantity" type="long"/>
<element name="purchase" target="demo:purchase" type="link"/>
<element name="hypothesis" revLabel="Reactions (Recipients)" revLink="remaMatchRcp"/>
<element applicableIf="HasPackage('nms:coreInteraction')" label="Proposition"

name="proposition" target="nms:propositionRcp" type="link"/>
<element desc="Message (Delivery log)" label="Message" name="broadLog"
target="nms:broadLogRcp" type="link"/>
<element label="Respondent" name="responder" target="nms:recipient" type="link"/>
</element>
<createdBy _cs="Administrator (admin)"/>
<modifiedBy _cs="Administrator (admin)"/>
</srcSchema>
Response management with a personalized recipient table

In this example, we will integrate a purchase table in our response management module using a table of individuals
other than the recipient table available in Adobe Campaign.
n Creating a new response log schema derived from the nms:remaMatch schema.

Since the table of individuals is different from the table of Adobe Campaign recipients, it is necessary to create
a new schema of the response logs based on the nms:remaMatch schema. Then complete it with links towards
the delivery logs and the purchase table.
In the following example, we will use the demo:broadLogPers schema and the demo:purchase transaction
table:
<srcSchema desc="Linking of a recipient transaction to a hypothesis"

img="nms:remaMatch.png" label="Responses on persons" labelSingular="Responses on a
person" name="remaMatchPers" namespace="nms">
<element name="remaMatchPers" template="nms:remaMatch">
<key internal="true" name="match">
<keyfield xlink="hypothesis"/>
<keyfield xlink="purchase"/>
</key>
<element name="hypothesis" revLabel="Response logs for persons"

revLink="remaMatchPers"/>
<element applicableIf="HasPackage('nms:interaction')" label="Proposition"
name="proposition"
target="demo:propositionPers" type="link"/>
<element label="Delivery log" name="broadLog" target="demo:broadLogPers"
type="link"/>
</element>
</srcSchema>
n Modifying the hypothesis form in the nms:remaHypothesis schema.

By default, the list of response logs is visible in the recipient logs. You must therefore modify the hypothesis form
in order to view the new response logs created during the previous step.
For example:
<container type="visibleGroup" visibleIf="[context/@remaMatchStorage]=

'demo:remaMatchPers'">
<input hideEditButtons="true" img="nms:remaMatch.png" nolabel="true"
refresh="true"
toolbarCaption="Responses generated by the hypothesis" type="linklist"
xpath="remaMatchPers">
<input xpath="[.]"/>
<input xpath="@controlGroup"/>
</input>
</container>
Managing indicators
The Response Manager module comes with a list of predefined indicators. However, you can add other personalized
measurement indicators.
To do this, you must extend the hypothesis table by inserting two fields for each new indicator:
n the first for the target population,
n the second for the control group.
For example:
<srcSchema entitySchema="xtk:srcSchema" extendedSchema="nms:remaHypothesis"

label="Measurement hypothesis"
md5="1D4DED54FF8EC2432AED6736EDE6F547" name="remaHypothesis" namespace="demo"
xtkschema="xtk:srcSchema">
<element name="remaHypothesis">
<element name="indicators">

<attribute label="Total contacted" name="contactReactedTotalQuantity"
type="long"/>
<attribute label="Total number of people in the control group"
name="proofReactedTotalquantity" type="long"/>
</element>
</element>
</srcSchema>
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Response Manager
Hypothesis templates
Creating a hypothesis model

Configuring the hypothesis template lets you define the context for measuring reactions, whether for a delivery or
for an offer. This is where the various measuring tables are referenced, including those for defining relations between
individuals, hypotheses and the transaction table.
To create a hypothesis template, apply the following steps:
1 In the Adobe Campaign explorer, click Resources>Templates>Hypothesis templates.
2 Click New or right-click in the list of templates and choose New in the drop-down list.
3 Enter the hypothesis label.
4 Specify whether the template is destined for hypotheses on offers or deliveries via the Hypothesis type.
5 For Delivery type templates, specify whether measurements should be carried out with or without a control
group (for more on this, refer to Properties of a hypothesis template [page 320]).
6 For Delivery type templates, you can choose a specific channel or decide to apply the template to all available
channels in Adobe Campaign using the Channel drop-down list (for more on this, refer to Properties of a
hypothesis template [page 320]).
7 Select the Execution folder in which you wish to create and automatically execute the hypotheses that will be
created from this template.
8 Choose the execution settings (for more on this, refer to Hypothesis template execution settings [page 320]).
9 Specify the hypothesis calculation period (for more on this, refer to Hypothesis template execution settings
[page 320]).
Warning:
This period is determined from the contact date.
10 In the Transactions tab, specify the tables and fields required for the hypothesis calculation (for more on this,
refer to Transactions [page 323]).
11 If your template is configured for Offer type hypotheses, you can enable the Update offer proposition status
option: in this case, select the status of the offer proposition you want to change.

12 Specify the scope of the hypothesis application (for more on this, refer to Hypothesis perimeter [page 325]).
13 If necessary, use a script to complete filtering (for more on this, refer to Hypothesis perimeter [page 325]).
Properties of a hypothesis template

The template's General tab lets you specify the general template options. The available fields are:
n Hypothesis type: lets you determine whether the template should be destined for hypotheses on deliveries or
offers.
You can also choose to create a hypothesis that will apply to both deliveries and offers.
Note:
If the template applies to offers, the Update offer proposition status option is available in the Transactions tab.
n Measurement with control group: lets you state whether a control group has been defined for the delivery or
the campaign and include it in measurement indicators. The control group, which doesn't receive deliveries, lets
you measure the impact of the campaign after the delivery, by comparing it with the target population which
did receive the delivery.
Note:
If the template is configured to take a control group into account, but no group is defined in the delivery which
the hypotheses concern, the results will be based on targeted recipients only.
For more on defining and configuring a control group, refer to Defining a control group [page 32].
n Channel: you can choose a specific channel or make the hypothesis template available to all channels in the
Adobe Campaign console by selecting All channels in the drop-down list. If you configure the template for a
specific channel, this lets you automatically filter deliveries per channel when creating the hypothesis (refer to
Creating hypotheses [page 332]).
n Execution folder: lets you specify the execution folder for the hypothesis.
n Taken into account in campaign ROI calculation: takes the hypothesis result into account in the ROI calculation
for the related campaign.
Hypothesis template execution settings

The template's General tab also lets you specify the hypothesis execution parameters. The options available are as
follows:
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Response Manager
n Schedule execution for a time of low activity: lets you schedule the hypothesis launch to optimize Adobe
Campaign performances. When this option is checked, the processing workflow on campaigns executes hypothesis
calculation during downtime.
n Priority: level applied to the hypothesis to space out the hypothesis calculation orders if there are simultaneous
executions.
n Automatic execution: if necessary, lets you schedule hypothesis recalculation (for example, if you want to update
indicators regularly until the end of the delivery).
To specify a schedule, apply the following process:

1 Click the Frequency of execution... link, then the Change... button.
2 Configure the frequency, the related events and the validity period.
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Response Manager
3 Click Finish to save the schedule.
n Log SQL queries in journal: this function is reserved for expert users. It lets you add a tab to the measuring
hypothesis audit to show SQL queries. This enables the detection of possible malfunctions if a simulation finishes
with errors.
n Keep execution workflow: lets you keep the workflow that was automatically generated at the start of the
hypothesis calculation. In the hypotheses created from a template that has this option checked, the generated
workflow is available to follow the process.
Warning:
This option must be activated for debugging purposes only, in case of error while running the hypothesis.
In addition, workflows generated automatically must not be modified. Any eventual modification would not be
taken into account elsewhere for later calculations.
If you have checked this option, delete the workflow after it has executed.
Transactions
This tab contains the various fields and tables which let you save the history of recipient reactions in terms of
transactions. Refer to the Configuration guide for more information on the tables dedicated to response management.
n Schema (reaction log storage): select the recipient reaction table. The out-of-the-box table in Adobe Campaign
is NmsRemaMatchRcp.
n Transaction schema: choose the table that the hypotheses will concern, i.e. the transaction or the purchase
table.
n Querying schema: choose the criteria for filtering the hypothesis.
n Link to individuals: choose the link between individuals and the table used as a transaction schema.
n Link to the household: select the link to the household in the transactions schema if you wish to include all
members of a household in a hypothesis. This field is optional.
n Transaction date: this field is optional but recommended since it lets you define a scope for hypothesis calculation.
n Measurement period: lets you configure start and end dates during which hypotheses are executed and purchase
lines are recovered.

When the hypothesis is linked to a delivery, measurement is automatically triggered a few days after the contact
date for direct mail deliveries, or after the delivery date for email or SMS deliveries.
If the hypothesis is launched on the fly, it can be forced if would like to trigger it immediately. Otherwise, it is
triggered automatically based on the configured end of calculation date, which is based on the hypothesis
creation date (refer to Creating a hypothesis on the fly on a delivery [page 332]).
n Transaction/Margin amount: these fields are optional and enable you to calculate turnover indicators
automatically (refer to Indicators [page 346]).
n Unit amount: lets you set an amount for calculating revenue (refer to Indicators [page 346]).
n Additional measures and data: lets you specify additional reporting measures or axes from fields in the different
tables.
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Response Manager
n Update offer proposition status: lets you change the status of the offer proposition if an offer recipient is identified
by the hypothesis.
Hypothesis perimeter
Once you have defined the transaction table and the fields which the hypothesis will concern, you can refine the
scope of your hypotheses by specifying the targeted transactions and deliveries using filters. You can also use a
JavaScript script to explicitly point to a product referenced in the transaction table.
n Filtering on transactions: in the Scope tab, you can configure a filter on the hypothesis. To do this:
1 Click the Edit query link.

2 Specify your filtering conditions.
3 Select the transaction which the hypothesis will concern.
n Filter on recipients: in the Scope tab, you can limit your hypothesis to any information linked to a message
(delivery, recipient, email address, service, etc.):
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Response Manager
1 Click the Add a filter link, then Edit query.
2 Specify your filtering conditions.

3 Click Finish to save your query.
n Script: you can use a JavaScript script to dynamically overload the hypothesis settings during its execution.
To do this, click the Advanced settings link then enter the desired script.
Note:
This option is for expert users.
Example: creating a hypothesis template on a delivery

In this example, we are going to create a hypothesis template on a direct mail type delivery. The transaction table
(Purchases in our example) which the hypotheses will be based on contains purchase lines linked to articles or
products. We want to configure our model to create hypotheses on articles or products in the purchase table.
1 In the Adobe Campaign explorer, go to the Resources > Templates > Hypothesis templates node.
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Response Manager
2 Click New to create a template.
3 Change the template label.
4 Select Deliveries as a hypothesis type.

5 Specify that the delivery can contain a control group by checking the relevant box.
6 Choose the Direct mail channel.
Note:
Since the template is specific to direct mail deliveries, hypotheses created using this model may not be linked
to any other delivery types.

7 In the Transactions tab, select the recipient reactions table.
8 In the Transactions schema field, choose your purchase table
9 Select purchase lines in the Querying schema field.
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Response Manager
10 Choose the recipients linked to the purchase table.
11 Select the field linked to the purchase date.

This lets you define a time frame for hypotheses. This stage isn't mandatory but it is recommended.

12 Configure the calculation period for 5 to 25 days.
13 In the Scope tab, click Edit query to create a filter on hypotheses.
The template created thus enables you to run hypotheses on the products or articles in the purchase table.
14 Click Save to record your template.
Creating hypotheses
There are various possibilities for creating/linking hypotheses to a campaign offer or delivery:
n Via the Measurement hypotheses folder by creating a new hypothesis based on an existing template and linking
it to an existing delivery.
n Via the Edit > Measurement tab in a campaign.
n Via the Measurement option of a delivery created from a campaign.
Hypotheses can only be calculated once the marketing campaign has been launched and recipients have received
the delivery. If the hypothesis is based on an offer proposition, the latter needs to at least be presented and still be
active. Offer and delivery hypotheses are created via the Measurement hypotheses folder and are based on a
hypothesis template. However, it is possible to reference a hypothesis directly in the delivery or the campaign before
the campaign starts. In this case, the hypotheses will be calculated automatically once the marketing campaign is
launched, based on execution settings (for more on this, refer to Hypothesis template execution settings [page 320]).
Creating a hypothesis on the fly on a delivery

To create a hypothesis on an existing delivery, apply the following process:
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Response Manager
Note:
This operation is only possible for pending deliveries.
1 In the Adobe Campaign tree, go to Campaign management > Measurement hypotheses.

2 Click the New button or right-click on the list of hypotheses and select New in the drop-down list.
3 In the hypothesis window, select a previously created template (refer to Hypothesis templates [page 319]).
The hypothesis context as it was defined in the selected model is displayed in the window.

Note:
Settings defined in the template and not visible at this step are also kept in the memory and reassigned to the
hypothesis in progress.
4 Select the delivery for which you want to create a hypothesis.
5 You can personalize your hypothesis by editing the General, Transactions and Scope tabs. For more on this,
refer to Creating a hypothesis model [page 319].
6 Start the hypothesis by clicking Start.
A workflow is automatically created to perform the measurement. The name is automatically defined depending
on the hypothesis configuration.
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Response Manager
Warning:
You can access this if you have checked the Keep execution workflow box.
This option must be activated for debugging purposes only, in case of error while running the hypothesis.
Workflows generated automatically are saved in the Administration > Production > Objects created automatically
> Campaign workflows folder in the Adobe Campaign explorer.
In addition, workflows generated automatically must not be modified. Any eventual modification would not be
taken into account elsewhere for later calculations.
If you have checked this option, delete the workflow after it has executed.
Once calculation is complete, measurement indicators are updated automatically.
7 If necessary, change the settings and re-start the hypothesis.

Referencing a hypothesis in a campaign delivery
You can reference a hypothesis in a marketing campaign before it is started. In this case, the hypothesis will be
launched automatically once the delivery is sent, based on the execution settings defined in the hypothesis template.
To create a hypothesis in a delivery, apply the following process:
1 Depending on your needs, you can create one or more Delivery type templates, as described in Creating a
hypothesis model [page 319]
2 Create a marketing campaign and targeting workflows.
3 In the delivery window, click the Delivery measurement icon.
4 Select the hypothesis template (the query configured in the model is displayed in the hypothesis window).
The hypothesis will be calculated automatically once the campaign is finished, based on the dates configured
in the model (refer to Hypothesis template execution settings [page 320]).
Adding a default hypothesis to deliveries for a campaign

You can directly reference a hypothesis at campaign level. In this case, the hypothesis will be automatically linked
to all the deliveries created in the campaign. To do this:
1 Go to the Edit tab of the campaign.
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Response Manager
2 In the measurement section, click the Default hypotheses tab.
3 Click Add and select a hypothesis template.

A hypothesis based on this template will now be referenced by default in each new delivery for the campaign.
The hypothesis results can be viewed in the General and Reactions tabs of the hypothesis (refer to Hypothesis
tracking [page 345])
For more information, you can also refer to Example: creating a hypothesis linked to a delivery [page 340].
Creating a hypothesis on an offer

Creating a hypothesis on an offer proposition is similar to creating an on the fly delivery hypothesis. The hypothesis
can be executed as long as the offer is active. The calculation period is based on the offer proposition date. When
the hypothesis lets you link a recipient to a purchase, the status of the offer proposition likely to be accepted can be
changed automatically (for more on this, refer to Transactions [page 323]).
1 Create one or more Offer type models as described in Creating a hypothesis model [page 319].
2 Go to the Campaign management > Measurement hypotheses node.
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Response Manager
3 Create an Offers type hypothesis by selecting the model created previously.
The query created in the model appears in the window.
4 Choose the offer for which you want to create a hypothesis.
5 Refine the query if necessary.

6 Click Start to run the hypothesis.
7 The hypothesis results can be viewed in its General and Reactions tabs (refer to Hypothesis tracking [page 345]).
Hypotheses made on an offer are referenced in the Measurement tab.
If the Update offer proposition status option was enabled in the hypothesis template, the status of the offer
proposition is changed automatically, thereby providing feedback on the impact of the campaign (for more on
this, refer to Transactions [page 323]).
Example: creating a hypothesis linked to a delivery

In this example, we want to create a hypothesis linked to a delivery. This hypothesis will be based on the model
created previously (refer to Example: creating a hypothesis template on a delivery [page 328]). We will then refine
the query inherited from the model to make a hypothesis on a specific article of the purchase table.
1 Create a campaign and a delivery (For more on this, refer to Creating a campaign [page 21]).
In our example, we will use a direct mail type delivery.
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Response Manager
2 Configure a seed address: the previously created hypothesis template was configured to take a control group
into account in the reaction results.
Note:
For more information, refer to Defining a control group [page 32].

3 Open the Direct mail delivery and click the Delivery measurement icon, then click Add.
4 Choose the previously created hypothesis template from the drop-down list.
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Response Manager
The query created in the model is displayed.
5 Click Edit query... and refine the query by entering the product that the hypothesis will concern.

You can check that the hypothesis is linked to the delivery in the Edit > Measurement tab of the campaign.
6 Launch your targeting workflow and run the necessary checks until the campaign is finished (for more on this,
refer to Starting a delivery [page 50]).
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Response Manager
7 In the Adobe Campaign tree, go to the Campaign management > Measurement hypotheses node to check
the indicators calculated by the hypothesis.
Hypothesis tracking
The result of hypothesis calculations is available at various levels of the Adobe Campaign platform: indicators
calculated by hypotheses and the target populations reactions are visible via the actual hypothesis, as well as in the
hypotheses reports available via campaigns and deliveries.

Hypothesis results
Indicators
Once the hypothesis has been calculated, several measurement indicators are updated automatically. These are
available in the General tab of the hypothesis.
These indicators are:

n Number of respondent contacts: number of contacted individuals who match the hypothesis.
n Contacted response rate: number of respondent contacts / total people contacted during the delivery.
n Number of respondent control group contacts: number of control groups that match the hypothesis.
n Response rate of the control group: number of respondent control groups / total number of delivery control
groups.
n Number of reactions: number of records in the table which contains the relationship between individuals, the
hypothesis and the transaction table.
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Response Manager
For the full list of indicators, click the Display the list link:
The following information is provided by the indicators:

n Total revenue of population contacted: total amounts over the number of individuals contacted.
n Total revenue of the control group: total amounts over the number of control groups.
n Average revenue per contact: total amounts / contacted.
n Average revenue of control group: total amounts / control group.
n Total margin per contact: total margin over contacted.
n Total margin of control group: total margin over control group.
n Average margin per contact: total margin / contacted.
n Average margin of control groups: total margins / control group.
n Additional revenue: (Average revenue of contacted-Average revenue of control group)*Number of contacted
n Additional margin: (Average margin of contacted-Average margin of control group) / number of contacted
n Average cost per contact: calculated delivery cost / Number of contacts.
n ROI: calculated cost of the delivery / Total margin per contact
n Effective ROI: calculated delivery cost / Additional margin.
n Significance: contains values 0 to 3 depending on campaign significance.
Reactions
You can view recipients' reactions to the hypotheses via the Reactions tab.
1 Once hypothesis calculation is complete, go to the Campaign management > Measurement hypotheses node
of the Adobe Campaign tree.

2 Select the desired hypothesis and click the Reactions tab to view the list of recipients likely to purchase something
following the marketing campaign.
Reports
The Hypothesis report lets you view the results of the hypotheses performed on campaigns and deliveries. This
report contains the indicators calculated by the hypothesis (for more on this, refer to Indicators [page 346]).
n At campaign level: click the Reports link of the relevant campaign and select the Hypothesis report. This report
contains the list of campaign deliveries and the hypotheses calculated for each delivery.
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Response Manager
n At delivery level: to access the report, open the concerned delivery, click the Reports in the Summary tab and
select the Hypothesis report. If several hypotheses were calculated for the same delivery, the report will contain
all hypotheses.

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Campaign - MRM

Neolane, an Adobe Company

Adobe Campaign v6.1 - Campaign - MRM

Chapter 2. Marketing campaigns . . . . . . . . . . . . . . . . . . . . . . . . 9

Chapter 3. Tasks, resources and budgets . . . . . . . . . . . . . . . . . . . . 117

Adobe Campaign v6.1 - Campaign - MRM | 3

Chapter 4. Campaign Optimization . . . . . . . . . . . . . . . . . . . . . . 195

Chapter 5. Distributed Marketing . . . . . . . . . . . . . . . . . . . . . . . 247

Chapter 6. Response Manager . . . . . . . . . . . . . . . . . . . . . . . . 313

Adobe Campaign v6.1 - Campaign - MRM | 5

Adobe Campaign v6.1 - Campaign - MRM | 7

Adobe Campaign v6.1 - Campaign - MRM | 9

Adobe Campaign v6.1 - Campaign - MRM | 11

Browsing in a marketing program

Adobe Campaign v6.1 - Campaign - MRM | 13

The campaign is edited in a new tab, as shown below:

Adobe Campaign v6.1 - Campaign - MRM | 15

Adobe Campaign v6.1 - Campaign - MRM | 17

Accessing the web interface

1 Log on as usual via http://<your instance>:<port>/view/home.

Adobe Campaign v6.1 - Campaign - MRM | 19

Setting up marketing campaigns

Adobe Campaign v6.1 - Campaign - MRM | 21

Adobe Campaign v6.1 - Campaign - MRM | 23

Editing and configuring a campaign

This takes you to the campaign dashboard.

Creating and configuring deliveries

Selecting the target population

Selecting the target population

Adobe Campaign v6.1 - Campaign - MRM | 25

Choose A list of recipients and click Next to select it.

Building the main target in a workflow

Creating a targeting workflow

Adobe Campaign v6.1 - Campaign - MRM | 27

2 Select the New workflow template and name this workflow.

Adobe Campaign v6.1 - Campaign - MRM | 29

The process status changes to Started.

The process then enters Started status.

This configuration is shown by a special icon.

Click Start to resume execution.

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This configuration is shown by a special icon.

Defining a control group

Activating the control group

Control group for a campaign

Control group for a delivery

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Extracting the control group from the main target

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The query editor is presented in the Platform guide.

Checking and approving deliveries

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n Approving associated deliveries

Choosing the processes to be approved

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Assign content editing

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External content approval

Approving an extraction file

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