Campaign v6.1 en

Neolane Campaign - MRM
Neolane v6.1
This document, and the software it describes, are provided subject to a License Agreement and may not be used or copied outside of the
provisions of the License Agreement. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any
form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of Neolane.
The information contained in this document is provided for informational purposes only and may be revised without notice. It does not
constitute a commitment on the part of Neolane. Neolane does not guarantee the accuracy nor the completeness of the information
contained within this document. References to company names are intended to be ficticious and for illustrative purposes only and do not
refer to any real-world company.
Any brands cited are the property of their respective owners. Windows is the registered trademark of Microsoft Corporation in the United
States and other countries. Java, MySQL and Open Office are trademarks of Oracle Corporation in the United States and in other countries.
Linux is the registered trademark of Linus Torvalds in the United States and in other countries. This product includes software developed
by Apache Software Foundation (http://www.apache.org/).
For any questions or queries, please send a message to the following address: doc@neolane.com.
Version number : 8141
Neolane
18 rue Roger Simon Barboux, 94110 Arcueil - France
+33 1 41 98 35 35
www.neolane.com
Table of Contents
Neolane v6.1 - Neolane Campaign - MRM
Chapter 1. Introduction . . . . . . . . . . . . . . . . . . . . . . . 7
Chapter 2. Neolane Campaign - Creating marketing campaigns . . . . . . 9

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Core concepts . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Navigation . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Accessing the web interface . . . . . . . . . . . . . . . . . . . . 19
Setting up and managing marketing campaigns . . . . . . . . . . . . . . 20
Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Creating a campaign . . . . . . . . . . . . . . . . . . . . . . . 21
Creating and configuring deliveries . . . . . . . . . . . . . . . . . . 24
Selecting the target population . . . . . . . . . . . . . . . . . . . 25
Checking and approving deliveries . . . . . . . . . . . . . . . . . . 36
Starting a delivery . . . . . . . . . . . . . . . . . . . . . . . . 51
Managing the associated documents . . . . . . . . . . . . . . . . . 55
Approval process . . . . . . . . . . . . . . . . . . . . . . . . 63
Tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
Operation templates . . . . . . . . . . . . . . . . . . . . . . . 78
Recurring and periodic campaigns . . . . . . . . . . . . . . . . . . 90
Managing service providers, stocks and budgets . . . . . . . . . . . . . 99
Creating service providers and their cost structures . . . . . . . . . . . 99
Stock and order management . . . . . . . . . . . . . . . . . . . 109
Calculating budgets . . . . . . . . . . . . . . . . . . . . . . . 117
Chapter 3. Neolane MRM - Marketing resource and task management . . . 119

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . 119
Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . 119
Core concepts . . . . . . . . . . . . . . . . . . . . . . . . . 120
User-friendliness . . . . . . . . . . . . . . . . . . . . . . . . 120
Creating and managing tasks . . . . . . . . . . . . . . . . . . . . 120
Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . 120
Creating a new task . . . . . . . . . . . . . . . . . . . . . . . 122
Task map . . . . . . . . . . . . . . . . . . . . . . . . . . . 138
Types of task . . . . . . . . . . . . . . . . . . . . . . . . . 141
Life cycle . . . . . . . . . . . . . . . . . . . . . . . . . . . 147
Controlling costs . . . . . . . . . . . . . . . . . . . . . . . . . 156
Neolane v6.1 - Neolane Campaign - MRM | 3

Neolane
Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 156
Creating a budget . . . . . . . . . . . . . . . . . . . . . . . . . . . 157
Adding expense lines . . . . . . . . . . . . . . . . . . . . . . . . . 163
Cost commitment, calculation and charging . . . . . . . . . . . . . . . . . 165
Orders and invoices . . . . . . . . . . . . . . . . . . . . . . . . . . 178
Managing the marketing resources . . . . . . . . . . . . . . . . . . . . . 181
Adding a marketing resource . . . . . . . . . . . . . . . . . . . . . . . 181
Collaborative work on resources . . . . . . . . . . . . . . . . . . . . . 183
Life cycle of a marketing resource . . . . . . . . . . . . . . . . . . . . . 186
Associating a resource with a campaign . . . . . . . . . . . . . . . . . . 190
Stock management . . . . . . . . . . . . . . . . . . . . . . . . . . 191
Advanced functions . . . . . . . . . . . . . . . . . . . . . . . . . . 193
Discussion forums . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194
Accessing a forum . . . . . . . . . . . . . . . . . . . . . . . . . . . 194
Using a forum . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194
Posting to an operator's personal forum . . . . . . . . . . . . . . . . . . . 196
Subscribing to a forum . . . . . . . . . . . . . . . . . . . . . . . . . 196
Checking notification delivery . . . . . . . . . . . . . . . . . . . . . . 197
A. Neolane Campaign Optimization option - guaranteeing consistent communications

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199
Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199
Additional configurations . . . . . . . . . . . . . . . . . . . . . . . . 200
Consistency rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . 202
What is a consistency rule? . . . . . . . . . . . . . . . . . . . . . . . 202
Sales pressure rules . . . . . . . . . . . . . . . . . . . . . . . . . . 202
Examples of pressure rules . . . . . . . . . . . . . . . . . . . . . . . 212
Controlling message management capacity . . . . . . . . . . . . . . . . . 220
Analysis and arbitration . . . . . . . . . . . . . . . . . . . . . . . . . . 226
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 226
Default rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 226
Creating a control rule . . . . . . . . . . . . . . . . . . . . . . . . . 226
Filtering . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 229
Creating a filtering rule . . . . . . . . . . . . . . . . . . . . . . . . . 229
Select the filtering rule application field . . . . . . . . . . . . . . . . . . . 232
Creating and using a filtering typology . . . . . . . . . . . . . . . . . . . 233
Rule application modes . . . . . . . . . . . . . . . . . . . . . . . . . . 235
Defining application conditions . . . . . . . . . . . . . . . . . . . . . . 235
Adjusting calculation frequency . . . . . . . . . . . . . . . . . . . . . . 235
Selecting the rule application phase . . . . . . . . . . . . . . . . . . . . 235
Campaign simulations . . . . . . . . . . . . . . . . . . . . . . . . . . 237
Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 237
Configuration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 237
Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . 242
Simulation tracking . . . . . . . . . . . . . . . . . . . . . . . . . . 244
B. Neolane Distributed Marketing option . . . . . . . . . . . . . . . . . . 249

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 249
Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 249
Concepts and terminology . . . . . . . . . . . . . . . . . . . . . . . . 250
Implementation steps . . . . . . . . . . . . . . . . . . . . . . . . . 251
User-friendliness . . . . . . . . . . . . . . . . . . . . . . . . . . . 252
Configuration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 253
Creating local entities and operators . . . . . . . . . . . . . . . . . . . . 253
Creating a campaign template for distributed marketing . . . . . . . . . . . . 255
Creating a marketing campaign . . . . . . . . . . . . . . . . . . . . . . . 258
4 | © Neolane 2013
Neolane Campaign - MRM
Creating a local campaign . . . . . . . . . . . . . . . . . . . . . . . . 259

Creating a shared campaign . . . . . . . . . . . . . . . . . . . . . . . 259
Publishing the campaign in the catalog . . . . . . . . . . . . . . . . . . . . 260
Creating the catalog entry . . . . . . . . . . . . . . . . . . . . . . . . 260
Selecting the local entities concerned . . . . . . . . . . . . . . . . . . . 265
Approving and publishing the catalog entry . . . . . . . . . . . . . . . . . 265
Reserving and executing campaigns . . . . . . . . . . . . . . . . . . . . . 270
Reserving a campaign . . . . . . . . . . . . . . . . . . . . . . . . . 270
Evaluating a catalog entry . . . . . . . . . . . . . . . . . . . . . . . . 281
Approving an order . . . . . . . . . . . . . . . . . . . . . . . . . . 283
Canceling an order . . . . . . . . . . . . . . . . . . . . . . . . . . 290
Executing campaigns . . . . . . . . . . . . . . . . . . . . . . . . . 290
Campaign tracking and management . . . . . . . . . . . . . . . . . . . . 296
Display and filter catalog entries . . . . . . . . . . . . . . . . . . . . . 296
Edit catalog entries and orders . . . . . . . . . . . . . . . . . . . . . . 297
Cancel a catalog entry . . . . . . . . . . . . . . . . . . . . . . . . . 301
Reinitialize a catalog entry . . . . . . . . . . . . . . . . . . . . . . . . 304
C. Neolane Response Manager option . . . . . . . . . . . . . . . . . . . 307

Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 307
Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 307
Hypothesis concept . . . . . . . . . . . . . . . . . . . . . . . . . . 307
Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 308
Configuring Neolane Response Manager . . . . . . . . . . . . . . . . . . . 308
Configuring schemas . . . . . . . . . . . . . . . . . . . . . . . . . . 308
Managing indicators . . . . . . . . . . . . . . . . . . . . . . . . . . 312
Hypothesis template . . . . . . . . . . . . . . . . . . . . . . . . . . . 313
Creating a hypothesis model . . . . . . . . . . . . . . . . . . . . . . . 313
Example: creating a hypothesis template on a delivery . . . . . . . . . . . . . 322
Hypothesis on an offer or a delivery . . . . . . . . . . . . . . . . . . . . . 326
Creating a hypothesis on the fly on a delivery . . . . . . . . . . . . . . . . 326
Referencing a hypothesis in a campaign delivery . . . . . . . . . . . . . . . 330
Adding a default hypotheses to deliveries for a campaign. . . . . . . . . . . . . 330
Creating a hypothesis on an offer . . . . . . . . . . . . . . . . . . . . . 332
Example: creating a hypothesis linked to a delivery . . . . . . . . . . . . . . 334
Hypothesis tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . 339
Hypothesis results . . . . . . . . . . . . . . . . . . . . . . . . . . . 340
Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 342
Neolane v6.1 - Neolane Campaign - MRM | 5

Neolane
6 | Neolane v6.1 - Neolane Campaign - MRM

CHAPTER 1
Introduction
Neolane Campaign lets you create and manage marketing campaigns. The aim of this application
is to define, optimize, execute and analyze communications and marketing campaigns. Neolane
Campaign acts like a unified order and execution center for marketing strategies. For more on this,
refer to Neolane Campaign - Creating marketing campaigns [page 9].
Neolane Marketing Resource Management (MRM) completes this application by enabling full
management and real-time tracking of tasks, budgets and marketing resources. Marketing Resource
Management optimizes and regulates the handing of external and internal processes as well as
resources and marketing campaigns, while encouraging communication with third parties (agencies,
printers, etc.). For more on this, refer to Neolane MRM - Marketing resource and task management
[page 119].
Note:
For more on the Neolane platform functionalities, refer to Neolane Platform.
Issues related to population targeting, message personalization and message delivery on the various
channels are detailed in the Neolane Delivery guide.
Neolane v6.1 - Neolane Campaign - MRM - Introduction | 7

Neolane

CHAPTER 2
Neolane Campaign -
Creating marketing
campaigns
Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Core concepts . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Navigation . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Accessing the web interface . . . . . . . . . . . . . . . . . . . . . 19
Setting up and managing marketing campaigns . . . . . . . . . . . . . . . . 20
Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Creating a campaign . . . . . . . . . . . . . . . . . . . . . . . . 21
Creating and configuring deliveries . . . . . . . . . . . . . . . . . . . 24
Selecting the target population . . . . . . . . . . . . . . . . . . . . 25
Checking and approving deliveries . . . . . . . . . . . . . . . . . . . 36
Starting a delivery . . . . . . . . . . . . . . . . . . . . . . . . . 51
Managing the associated documents . . . . . . . . . . . . . . . . . . 55
Approval process . . . . . . . . . . . . . . . . . . . . . . . . . 63
Tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
Operation templates . . . . . . . . . . . . . . . . . . . . . . . . 78
Recurring and periodic campaigns . . . . . . . . . . . . . . . . . . . 90
Managing service providers, stocks and budgets . . . . . . . . . . . . . . . 99
Creating service providers and their cost structures . . . . . . . . . . . . . 99
Stock and order management . . . . . . . . . . . . . . . . . . . . 109
Calculating budgets . . . . . . . . . . . . . . . . . . . . . . . . 117
Introduction
Neolane 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 Neolane 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
Neolane v6.1 - Neolane Campaign - MRM - Neolane Campaign - Creating marketing campaigns | 9
Neolane
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 Neolane ergonomics, and on profile management functionalities, refer to the Neolane
Platform guide.
All functionalities linked to deliveries are detailed in the Neolane Delivery guide.
10 | © Neolane 2013
Neolane Campaign - Creating 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 Neolane 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 of the home page.
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:
Neolane
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

Neolane Campaign marketing lets 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.
12 | © Neolane 2013
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.
Neolane
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.
14 | © Neolane 2013
The campaign is edited in a new tab, as shown below:
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.
Neolane
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.
Neolane Campaign lets you 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 Operation templates [page 78].
16 | © Neolane 2013
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 194].
Neolane
Reports
The Reports link lets you access the campaign reports.
Note:
Reports are detailed in the Neolane 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, Neolane 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 Handling of seed addresses (for more on this, refer to Neolane Delivery) and control groups. (refer to
Defining a control group [page 32]).
n Approval handling: 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.
18 | © Neolane 2013
Accessing the web interface

You can access the Neolane 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.
Neolane
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 and managing marketing campaigns
Presentation
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 Definition of 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 Launching delivery approval.
See Starting a delivery [page 51].
5 Campaign scheduling 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 51]),
check the data, processes and information relating to the deliveries (see Approval process [page 63]) 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]).
20 | © Neolane 2013
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 Neolane 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 Operation templates [page 78].
Neolane
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.
22 | © Neolane 2013
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.
Neolane
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.
24 | © Neolane 2013
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 Neolane 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 Neolane Delivery.
Some of this information is inherited from the template.
Note:
Campaign templates are presented in Operation 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 Neolane Delivery guide.
Neolane
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.
26 | © Neolane 2013
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 Neolane 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.
Neolane
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 Neolane 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 third tab contains the flow-control activities, which are used
occasionally to coordinate targeting activities.
28 | © Neolane 2013
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 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.
Neolane
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.
30 | © Neolane 2013
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 operation design and test phases.
Click Start to resume execution.

n Click the Stop icon to stop the execution in progress.
Neolane
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 targeting operation 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.
32 | © Neolane 2013
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].
Neolane
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 Delivery target population 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].
34 | © Neolane 2013
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 Neolane Workflows guide for more information
on this topic.
Neolane
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 Neolane Platform guide.
Checking and approving deliveries

Neolane Campaign lets you set up approval processes for the main stages of the marketing campaign, in
collaborative mode.
For direct mail deliveries, Neolane 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 50].
For each campaign you can approve the delivery target, contents (for more on this, refer to Approving content
[page 42]), and costs. Neolane 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 51].
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.
36 | © Neolane 2013
Note:
n To select the processes that will be subject to approval, modify the campaign template. For more on this,
refer to Operation 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.
Neolane
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

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
38 | © Neolane 2013
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 Neolane operators who will be responsible for these
approvals. For more on this, refer to Operation 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 Neolane operators in charge of approval.
These can be individual operators, a group of operators, or a list of operators.
Neolane
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:
40 | © Neolane 2013
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 define an approval calendar and add reminders from this section.
Neolane
For each delivery, click the Properties button and the Approvals tab to view and edit approval dates and
automatic reminders.
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 Neolane Delivery guide.
The content approval functionalities detailed below are designed to be added to the proof delivery.
Neolane Campaign lets you 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:
42 | © Neolane 2013
1 After creating a new delivery, the campaign manager clicks the Submit content for approval 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:
Neolane
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 Neolane Deliverability option is enabled for this instance.
n via the console or web interface, delivery tracking, the delivery dashboard or the campaign dashboard:
44 | © Neolane 2013
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.
Neolane
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.
46 | © Neolane 2013
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:
Neolane
n click the Available content link via the Neolane console,
n click the link in the notification message, then approve content availability.
48 | © Neolane 2013
The operator can add a comment before submitting the content to the person in charge of the
campaign.
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.
Neolane
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, Neolane 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.
50 | © Neolane 2013
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 52]
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 51], and for direct mail deliveries, see Starting an offline delivery [page 52].
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 Neolane operator (or group of operators) appointed
as reviewer to start the delivery is notified that a delivery is ready to be started.
The information also appears on the campaign dashboard. The Confirm delivery link lets you start the
delivery.
Neolane
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 the Neolane Platform guide.
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 50].
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.
52 | © Neolane 2013
You can create as many proofs as necessary. These are accessed via the Direct mail... link of the delivery
detail.
n The delivery state 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.
Neolane
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 budget entries is shown
in the Provisional field of the main budget tab. The provisional cost is also calculated for the campaign
and the program.
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 Managing service providers,
stocks and budgets [page 99].
Execution tracking
You can look up the status of deliveries in the relevant tab, which is accessible via the Neolane home page.
See Delivery tracking [page 78].
Information concerning the processes executed in a campaign are collected in the Execution tab of the
campaign. There, you can view the list of deliveries in the campaign. See Tracking campaigns [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.
54 | © Neolane 2013
n Campaign jobs (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.
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 catalog entry 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 Add 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 Neolane MRM, you can also manage a library of marketing resources that are available for
several participants for collaborative work. See Managing the marketing resources [page 181].
Add 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 Neolane operators with suitable rights,
n Documents containing information for the router, if any.
Neolane
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.
56 | © Neolane 2013
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.
Neolane
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 link is not present, then this feature is not available for this campaign. Refer to the campaign template
configuration.
For more on this, refer to Operation templates [page 78].
Next, click Add a delivery outline... and create the hierarchy of outlines for the delivery:
1 Right-click the root of the tree and select New>Delivery outline.
58 | © Neolane 2013
2 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 Neolane and imported into the outline via the Import
personalization fields... link.
Neolane
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 the marketing resources [page 181].
60 | © Neolane 2013
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:
Neolane
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.
62 | © Neolane 2013
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].
Note:
For more on exports, refer to the Neolane 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 Neolane 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:
Also refer to Selecting reviewers [page 67].
Operating principle
For example, the standard e-mail for budget approval will be as follows:
Neolane
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.
64 | © Neolane 2013
The information is also available in the approval logs of the campaign (It is 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.
Neolane
In the following example, the delivery content will not require approvals:
66 | © Neolane 2013
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 Neolane operators with Administrator rights can also approve jobs, but they will not receive
notifications.
Neolane
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.
68 | © Neolane 2013
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.
Neolane
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:
70 | © Neolane 2013
n The approval status for each delivery can be viewed by clicking the Hide/show log option of the
Summary tab.
Neolane
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), Neolane displays the approval
link or sends a notification as soon as a an approval is required.
72 | © Neolane 2013
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.
Neolane
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 Neolane tree.
Tracking
Tracking campaigns
For each campaign, the Tracking tab lets you view all jobs and their statuses. The following information is
accessible via this sub-tab:
74 | © Neolane 2013
n The activity journal shows the jobs carried out on the campaign in general: workflow creation or start,
approval, extraction, etc.
Neolane
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.
76 | © Neolane 2013
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 Neolane MRM application. They are detailed in Creating and managing tasks
[page 120].
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.
Neolane
Delivery tracking
The list of deliveries is available via the Deliveries link of the Campaign universe.
For each delivery, this list lets you access the key indicators: state, number of recipients targeted, linked
campaigns, etc.
To check the state of a delivery, edit it and view its dashboard and tabs.
Note:
Information concerning delivery details is available in the Neolane Delivery guide.
Operation 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 Neolane platform.
To create a new template, you can add the New button in the toolbar above the list of templates.
78 | © Neolane 2013
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].
Neolane
Configuration of the available modules
Module selection
The Advanced campaign settings... link lets you enable and disable jobs for the operations based on this
template. Select the functions you want to enable in the campaigns created based on this template.
80 | © Neolane 2013
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 operation dashboard (the Add a task link is missing):
Neolane
An only the following tabs will be displayed:
However, with this type of configuration:
82 | © Neolane 2013
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
Neolane
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
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
84 | © Neolane 2013
When this module is selected, a Delivery outlines sub-tab is added to the Documents tab in order to
define delivery outlines for the operation.
n Targeting and workflows

When you select the Targetings 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.
Neolane
When this module is enabled, a tab is added to the advanced settings of the campaign to define the
process execution sequence.
n Approval
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
86 | © Neolane 2013
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.
Neolane
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 operation 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 Neolane 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 operation, i.e. the number of days over which the operation will be performed.
When creating an operation based on this template, the operation start and end dates will be populated
automatically.
If the operation is recurrent, you must specify the operation 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.
88 | © Neolane 2013
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.
Neolane
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.
90 | © Neolane 2013
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.
Neolane
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 Created 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.
92 | © Neolane 2013
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.
Neolane
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 validate: lets you force the delivery approval requests in the workflow
n To start: lets you start the workflow when the start date has been reached.
The Created in advance for field lets you create all the workflows covering the period entered.
Upon execution of the Campaign jobs workflow, the dedicated workflows are created based on the
occurrences defined in the campaign schedule. A workflow is thus created for each execution date.
94 | © Neolane 2013
4 Recurring workflows are created automatically from the workflow template present in the campaign.
They are visible from the Targetings 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.
Neolane
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)
96 | © Neolane 2013
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 to whom the template is assigned needs to have the appropriate rights to create campaigns
in the selected program.
Neolane
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.
98 | © Neolane 2013
Warning:
Periodic campaign templates create new campaigns according to the schedule defined above. It must
therefore be completed carefully, to avoid overloading the Neolane 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.
Managing service 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 Neolane
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 Neolane

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 103].
3 Configuration of processes
See Configuring processes associated with a service [page 105].
4 Referencing the service provider at the campaign level
Neolane
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 103].
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:
100 | © Neolane 2013

1 In the Templates 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.
Neolane
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:
102 | © Neolane 2013

Defining the cost structure

For each type of cost, a cost structure specifies the calculation rules to be applied.
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.
Neolane
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.
104 | © Neolane 2013

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.
Neolane
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.
106 | © Neolane 2013

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.
Neolane
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.
108 | © Neolane 2013

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.
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 Neolane, 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 110] .
2 Adding stock lines
See Adding stock lines [page 111].
3 Notifying operators in the event of an alert
See Alerting operators [page 115].
4 Orders and supply. Refer to Orders [page 116].
Neolane
Stock management
Neolane 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.
110 | © Neolane 2013

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.
Neolane
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.
112 | © Neolane 2013

Click the Add 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.
Neolane
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:
114 | © Neolane 2013

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:
Neolane
Orders
The Orders sub-tab lets you view current orders and save new orders.
To save an order, click the Add button and select the type of product concerned from the drop-down list in
the Charge line field. Indicate the delivery date and the quantity ordered.
116 | © Neolane 2013

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 History 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 158].
Neolane
Note:
The procedure for creating budgets is presented in Creating a budget [page 157].
118 | © Neolane 2013

CHAPTER 3
Neolane MRM - Marketing
resource and task
management
Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . 119
Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . 119
Core concepts . . . . . . . . . . . . . . . . . . . . . . . . . . 120
User-friendliness . . . . . . . . . . . . . . . . . . . . . . . . . 120
Creating and managing tasks . . . . . . . . . . . . . . . . . . . . . 120
Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . 120
Creating a new task . . . . . . . . . . . . . . . . . . . . . . . . 122
Task map . . . . . . . . . . . . . . . . . . . . . . . . . . . 138
Types of task . . . . . . . . . . . . . . . . . . . . . . . . . . 141
Life cycle . . . . . . . . . . . . . . . . . . . . . . . . . . . . 147
Controlling costs . . . . . . . . . . . . . . . . . . . . . . . . . . 156
Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . 156
Creating a budget . . . . . . . . . . . . . . . . . . . . . . . . 157
Adding expense lines . . . . . . . . . . . . . . . . . . . . . . . 163
Cost commitment, calculation and charging . . . . . . . . . . . . . . . . 165
Orders and invoices . . . . . . . . . . . . . . . . . . . . . . . . 178
Managing the marketing resources . . . . . . . . . . . . . . . . . . . . 181
Adding a marketing resource . . . . . . . . . . . . . . . . . . . . . 181
Collaborative work on resources . . . . . . . . . . . . . . . . . . . . 183
Life cycle of a marketing resource . . . . . . . . . . . . . . . . . . . 186
Associating a resource with a campaign . . . . . . . . . . . . . . . . . 190
Stock management . . . . . . . . . . . . . . . . . . . . . . . . 191
Advanced functions . . . . . . . . . . . . . . . . . . . . . . . . 193
Discussion forums . . . . . . . . . . . . . . . . . . . . . . . . . 194
Accessing a forum . . . . . . . . . . . . . . . . . . . . . . . . 194
Using a forum . . . . . . . . . . . . . . . . . . . . . . . . . . 194
Posting to an operator's personal forum . . . . . . . . . . . . . . . . . 196
Subscribing to a forum . . . . . . . . . . . . . . . . . . . . . . . 196
Checking notification delivery . . . . . . . . . . . . . . . . . . . . 197
Introduction
Presentation
Neolane 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.
Neolane v6.1 - Neolane Campaign - MRM - Neolane MRM - Marketing resource and task management | 119
Neolane
Neolane 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.
Neolane 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 Neolane 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 120].
n Marketing resources
Neolane 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 the marketing resources [page 181].
User-friendliness
Note:
For more on the overall Neolane ergonomics, refer to the Neolane Platform guide.
All functionalities linked to deliveries and profile management are detailed in the Neolane Delivery guide.
All campaign related functionalities are detailed in Neolane Campaign - Creating marketing campaigns
[page 9].
Additionally, plans and programs in Neolane MRM offer extra functionalities:

n budget management. For more on this, refer to Controlling costs [page 156],
n task management. For more on this, refer to Creating and managing tasks [page 120],
n marketing resource management. For more on this, refer to Managing the marketing resources [page 181].
Creating and managing tasks
Presentation
Neolane 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 Neolane 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 138].
120 | © Neolane 2013

Neolane MRM - Marketing resource and task management
They can be displayed in the schedule of the program to which they belong.
Neolane
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.
122 | © Neolane 2013

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 123].
n The creation schedule: refer to Execution schedule [page 130].
n The costs committed: refer to Expenses and revenues [page 132].
It is also possible to ad reviewers (refer to Reviewers [page 128]) and referenced documents (refer to
Referenced documents [page 129]).
Task life cycle is presented in Life cycle [page 147].
Manager and participants

Only the operator in charge of a task is authorized to close it.
Neolane
By default, when a Neolane 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 Neolane 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.
124 | © Neolane 2013

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.
Neolane
You can view the Neolane operator profile via the Edit link icon.
126 | © Neolane 2013

The operator dashboard lets you check their workload (other tasks in progress).
Neolane
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:
128 | © Neolane 2013

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 If no reviewers are identified, the person in charge of the task will be responsible for all approvals and
the notifications will be sent to them. All other Neolane 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 the
marketing resources [page 181]). To do so, open the task and click the Documents icon in the task toolbar.
Click Add and select the document to be added to your task. Apply the same process for marketing resources.
Neolane
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 147].
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.
130 | © Neolane 2013

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 state 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.
Neolane
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 149].
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.
132 | © Neolane 2013

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 165].
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].
Neolane
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 156].
134 | © Neolane 2013

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.
Neolane
Initial notifications
When you create or modify a task with a start date in the future, Neolane 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, Neolane 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.
136 | © Neolane 2013

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.
Neolane
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 149] and Progress status of a task [page 149].
138 | © Neolane 2013

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.
Neolane
Editing tasks
Click on a task to edit it.
140 | © Neolane 2013

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 142],
n Marketing resource creation task, refer to Marketing resource creation task [page 144],
n Grouping task, refer to Grouping task [page 144],
n Notification task, refer to Notification task [page 145].
Note:
Control task and Grouping tasks can be created only via the campaign dashboard.
They are displayed in the task overview of the operator to whom they are assigned. See Task map [page 138].
Neolane
Control tasks
A Control task is linked to delivery approval: approval of targeting, content, extraction file, budget or proof.
142 | © Neolane 2013

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.
Neolane
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 > Resource 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.
144 | © Neolane 2013

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.
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
Neolane
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.
146 | © Neolane 2013

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.
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 147]), or define dependencies between
the tasks (see Grouping tasks [page 148]).
Linked tasks
Use the Linked task field to associate tasks with a grouping task. See Types of task [page 141].
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.
Neolane
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, Neolane 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.
148 | © Neolane 2013

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 Neolane
operators involved in performing the task. See Complete task life cycle [page 149].
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 138].
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 122].
Neolane
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 state 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.
150 | © Neolane 2013

n via the console or the web interface, in the task dashboard.
Neolane
4 Each time a participant approves a job, the progress state of the task is updated.
5 The reviewer receives a notification email telling him that the operator has completed the section assigned
to them.
152 | © Neolane 2013

They can follow the progress on the task dashboard.
Neolane
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 state
changes to 100% automatically.
7 The task state 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.
154 | © Neolane 2013

They can act via the campaign dashboard:
Neolane
They can also use the task approval button:
Note:
The task state 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 state changes to Rejected, and the task life cycle starts again
automatically.
8 The task state changes to Finished. A notification is sent to everyone concerned.
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
Presentation
Neolane 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.
156 | © Neolane 2013

The management and tracking of budgets is centralized in a dedicated node of the Neolane 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 Neolane MRM:
1 Defining the budget

For more on this, refer to Creating a budget [page 157].
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 the costs of campaign (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 165].
Creating a budget
Budgets are created in the map, via the Marketing resources>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
Neolane
Indicate the allocated amount in the relevant field. The other amounts are entered automatically. See
Calculating amounts [page 158].
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 161].
Note:
You can select a related budget.
For more on this, refer to Linked one budget to another [page 162].
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
158 | © Neolane 2013

(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.
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.
Neolane
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 from the campaign expenditure and revenue configuration window.
When the budget is Reserved, the update is performed automatically for the charged budget.
160 | © Neolane 2013

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.
To add a category, click the Add button in the lower section of the window.
Neolane
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.
Linked 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.
162 | © Neolane 2013

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.
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 delivery Send
promotional coupon in operation Even Communication Show. When the delivery is edited, the Direct
mail tab lets you see how the expense line is calculated.
Neolane
The cost calculation for this delivery is based on the cost categories selected for the service provider concerned:
164 | © Neolane 2013

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.
Neolane
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.
In other cases, 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 calculated cost will be the sum of all actual
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.
166 | © Neolane 2013

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 141]
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 Resources>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 Resources>Service
providers node.
For more on this, refer to Creating a service provider and its cost categories [page 100].
Neolane
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:
168 | © Neolane 2013

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.
Neolane
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 direct mail delivery for the recipients of a folder in the Neolane database whose postal addresses
are specified.
Select the service provider created in Step 2. The cost categories are displayed automatically.
170 | © Neolane 2013

Override the cost of the envelopes and add a fixed cost. Also select the categories, concerned by the 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.
Neolane
If budget approval is enabled for this campaign, approve the budget from the dashboard. You can check the
approval of cost categories.
172 | © Neolane 2013

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:
Neolane
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 167]). To do this, edit the campaign
and click the Tasks link followed by the Add 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 Expenses tab, select the service provider and the corresponding cost category:
Associate this cost to category 2.
174 | © Neolane 2013

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.
Neolane
Next, create a second task according to the same procedure; scheduled over five days and related to the
cost structure created earlier.
176 | © Neolane 2013

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 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:
Neolane
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 Neolane 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.
178 | © Neolane 2013

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 Marketing resources>Invoices node of the Neolane tree.
Neolane
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.
180 | © Neolane 2013

Managing the marketing resources

Neolane 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 Neolane, 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.
Neolane
To make a resource available on the Neolane 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.
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 Neolane
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 Tracking tab to select the operators or groups of operators in charge of monitoring, tracking and
approving this resource:
n The operator to whom the resource is assigned is responsible for tracking it.
182 | © Neolane 2013

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 Neolane 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.
Neolane
A special message notifies any operators who try to access it:
184 | © Neolane 2013

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.
Neolane
You can indicate the planned return date in the Tracking tab of the resource.
This information lets you inform other Neolane 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 Discussion forum tab lets participants exchange information.
Discussion forums [page 194] explains how discussion forums operate in Neolane.
Life cycle of a marketing resource

When the resource is created, Neolane 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
A resource can be approved via the Approve resource button on its dashboard.
186 | © Neolane 2013

The resource state then changes to To validate. The expected approval date is displayed in the resource
details if it was specified in the Tracking tab.
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.
Neolane
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.
188 | © Neolane 2013

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 Neolane 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.
Neolane
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 Enable publishing request box is checked in the task (Refer to Marketing
resource creation task [page 143])
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 state
of your workflow to make sure it has executed properly.
Associating a resource with 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 Operation templates [page 78].
Click the Edit > Documents tab in the campaign dashboard, then click Add to select the resource concerned.
190 | © Neolane 2013

You can filter resources by state, 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 Neolane, refer to Stock management [page 110].
Neolane
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.
192 | © Neolane 2013

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 resource and access advanced functionality via
the Neolane tree. To do this, click Explorer in the Neolane 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
Neolane
n Text
n URL
Discussion forums
Neolane 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
194 | © Neolane 2013

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
Answer this message 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.
Neolane
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 an operator's personal forum

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 Neolane. 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 Neolane (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 Neolane 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.
196 | © Neolane 2013

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.
Note:
For more on personal dashboards, refer to the Neolane 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 Neolane 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.
Neolane

APPENDIX A
Neolane Campaign
Optimization option -
guaranteeing consistent
communications
Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . 199
Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . 199
Additional configurations . . . . . . . . . . . . . . . . . . . . . . 200
Consistency rules . . . . . . . . . . . . . . . . . . . . . . . . . . 202
What is a consistency rule? . . . . . . . . . . . . . . . . . . . . . 202
Sales pressure rules . . . . . . . . . . . . . . . . . . . . . . . . 202
Examples of pressure rules . . . . . . . . . . . . . . . . . . . . . 212
Controlling message management capacity . . . . . . . . . . . . . . . . 220
Analysis and arbitration . . . . . . . . . . . . . . . . . . . . . . . 226
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . 226
Default rules . . . . . . . . . . . . . . . . . . . . . . . . . . 226
Creating a control rule . . . . . . . . . . . . . . . . . . . . . . . 226
Filtering . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 229
Creating a filtering rule . . . . . . . . . . . . . . . . . . . . . . . 229
Select the filtering rule application field . . . . . . . . . . . . . . . . . 232
Creating and using a filtering typology . . . . . . . . . . . . . . . . . 233
Rule application modes . . . . . . . . . . . . . . . . . . . . . . . . 235
Defining application conditions . . . . . . . . . . . . . . . . . . . . 235
Adjusting calculation frequency . . . . . . . . . . . . . . . . . . . . 235
Selecting the rule application phase . . . . . . . . . . . . . . . . . . 235
Campaign simulations . . . . . . . . . . . . . . . . . . . . . . . . 237
Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . 237
Configuration . . . . . . . . . . . . . . . . . . . . . . . . . . 237
Implementation . . . . . . . . . . . . . . . . . . . . . . . . . 242
Simulation tracking . . . . . . . . . . . . . . . . . . . . . . . . 244
Introduction
Presentation
Neolane Campaign optimization is the Neolane option which lets you ascertain and monitor the
sending of deliveries. To avoid conflicts between campaigns, Neolane 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
Neolane offers four types of rules:
Neolane v6.1 - Neolane Campaign - MRM - Neolane Campaign Optimization option - guaranteeing consistent communications | 199
Neolane
1 Filtering rules which let you exclude part of the target based on a criterion. For more on this, refer to
Filtering [page 229].
2 Pressure rules which let you control the solicitation level of the target population. For more on this,
refer to Sales pressure rules [page 202].
3 Capacity rules which let you limit loads to guarantee optimal processing conditions. For more on this,
refer to Controlling message management capacity [page 220].
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 226].
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 Neolane.
Additional configurations
The following configurations are optional. They can be carried out based on needs and set-up.
200 | © Neolane 2013

Neolane Campaign Optimization option - guaranteeing consistent communications
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 Neolane server. For more on this, refer to the
Installation Guide.
Neolane 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
Neolane
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 Neolane Distributed Marketing option [page 249].
Consistency rules
What is a consistency rule?

Neolane 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 202].
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 220].
Sales pressure rules

Presentation
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 206].
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 207].
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:
202 | © Neolane 2013

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 period considered, 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 Neolane, 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.
Neolane
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 period considered. Scheduled
deliveries are only taken into account if the relevant option is selected. For more on this, refer to Specifying
the period considered [page 208].
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
period considered.
204 | © Neolane 2013

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 206].
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 207].
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.
Neolane
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 threshold and weight
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.
206 | © Neolane 2013

Warning:
Entering 0 as a threshold prevents all deliveries to the target population during the period considered.
Example: you can index the number of messages authorized to the segment which the recipient belongs
to. This means that a recipient belonging to the GOLD segment may receive more messages that other
recipients. An Iif (@origine='Web', 5, 3) type formula autorizes 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 a typology rule won't be used for calculating another typology rule: this
weight will concern only deliveries that use this 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.
Neolane
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.
Specifying the period considered

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 for the whole of the period considered. 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.
208 | © Neolane 2013

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 period considered. 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 Period considered 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 which the rule is applied to will be taken into account in the calculation.
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.
Neolane
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.
210 | © Neolane 2013

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 237].
Exclusion via arbitration

Arbitration is re-applied every night via the Provisional technical workflow and the Campaign processing
workflow (if you are using Neolane 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, Neolane checks that the number of messages to send does not exceed the threshold,
taking into account the number of messages already sent for the period considered. This information is an
indicator, since all calculations are updated at the time of delivery.
Neolane
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 State 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.
212 | © Neolane 2013

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.
Neolane
Then select the recipients' Status in the Available fields section.
Enter the following formula:

Iif(@status=0,2,4)
This formula lets you assign value 2 if the state equals 0 and value 4 for all other states.
Click Finish to approve the formula.
214 | © Neolane 2013

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.
Neolane
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:
216 | © Neolane 2013

n View the analysis result:
n Edit the delivery and click the Delivery tab and the Exclusions sub-tab:
Neolane
n Click the Audit tab, then the Causes of exclusions sub-tab to display the number of exclusions and
the applied typology rules:
Calculate 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 2, while customers who have never ordered online will have a score of 0. In parallel, if a customer
expressed interest in cinema (in an online survey, for example), their propensity score will increase by 4
points, while a customer interested in literature will gain 5 points.
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
and Interests fields have been added.
Apply the following configuration steps:
1 Create a new Pressure type typology rule.
218 | © Neolane 2013

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.
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.
Neolane
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 Create a capacity rule [page 221],

2 Define the maximum load [page 221],
3 Monitoring consumption [page 226].
220 | © Neolane 2013

Create a capacity rule

Create a Capacity typology rule.
Define 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 Add availability lines
one by one [page 221]) or create availability pages. The frequency of these time periods can be automated
(refer to Automatically adding availability lines [page 223]).
Add 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.
Neolane
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
222 | © Neolane 2013

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.
Neolane
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:
224 | © Neolane 2013

2 Indicate the validity dates:
3 Check the schedule before you approve it:
The Provisional workflow automatically creates all matching lines.
Neolane
The information displayed on this screen is changed in keeping with previous rules. For more on this, refer
to Add availability lines one by one [page 221].
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 stages:
226 | © Neolane 2013

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 )
{
logWarning("Significant number of SMS to deliver (" + delivery.properties.toDeliver +
"). Please make sure the target is correct.")
return false;
}
return true
Neolane
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.
228 | © Neolane 2013

If you increase the alert level, this will prevent the delivery from starting.
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 233].
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:
Neolane
1 Create a Filtering typology rule applicable to all communication channels.
2 Change the default targeting dimension and select the subscriptions (nms:subscription)
230 | © Neolane 2013

3 Create the filter using the Edit the query from the targeting dimension... link.
4 Link this rule to a campaign typology and save it.
Neolane
When this rule is used in a delivery, underage subscribers are excluded automatically. A specific message
indicates rule application:
Select 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.
232 | © Neolane 2013

Creating and using a filtering typology

You can create Filtering typologies: they only contain filtering rules.
Neolane
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.
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.
234 | © Neolane 2013

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 Select the filtering rule application field [page 232].
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. This period is expressed in hours.
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.
Neolane
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 Neolane 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.
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.
236 | © Neolane 2013

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
Presentation
Neolane 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:
Neolane
1 Go to the Campaigns universe, click the Other choices link of the Create section and click the
Simulations
2 Click New simulation... in the overview to create a simulation.
238 | © Neolane 2013

Enter the name and folder of the simulation. Click Save to create the simulation.
3 Click the Edit tab to configure it.
Neolane
4 In the Scope tab, indicate the deliveries you want to consider for this simulation. To do this, click the
Add button and indicate the delivery selection mode to take into account.
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, Neolane 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 a simulation is started option.
If you don't, any deliveries 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.
240 | © Neolane 2013

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.

It's possible to combine manually 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
(states: 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.
Neolane
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.
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.
242 | © Neolane 2013

2 The Exclusions sub-tab lets you view 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 244].
Neolane
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 Neolane 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 Neolane Reporting
guide.
244 | © Neolane 2013

To access reports, click the Reports link of the targeted simulation via its dashboard.
You can also edit reports using the Reports tab of the simulation.
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, Neolane 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.
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.
Neolane
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 244]).
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 Neolane
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.
246 | © Neolane 2013

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 working 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.
Neolane
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.
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 244]
248 | © Neolane 2013

APPENDIX B
Neolane Distributed
Marketing option
Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . 249
Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . 249
Concepts and terminology . . . . . . . . . . . . . . . . . . . . . . 250
Implementation steps . . . . . . . . . . . . . . . . . . . . . . . 251
User-friendliness . . . . . . . . . . . . . . . . . . . . . . . . . 252
Configuration . . . . . . . . . . . . . . . . . . . . . . . . . . . 253
Creating local entities and operators . . . . . . . . . . . . . . . . . . 253
Creating a campaign template for distributed marketing . . . . . . . . . . . 255
Creating a marketing campaign . . . . . . . . . . . . . . . . . . . . . 258
Creating a local campaign . . . . . . . . . . . . . . . . . . . . . . 259
Creating a shared campaign . . . . . . . . . . . . . . . . . . . . . 259
Publishing the campaign in the catalog . . . . . . . . . . . . . . . . . . 260
Creating the catalog entry . . . . . . . . . . . . . . . . . . . . . . 260
Selecting the local entities concerned . . . . . . . . . . . . . . . . . . 265
Approving and publishing the catalog entry . . . . . . . . . . . . . . . . 265
Reserving and executing campaigns . . . . . . . . . . . . . . . . . . . 270
Reserving a campaign . . . . . . . . . . . . . . . . . . . . . . . 270
Evaluating a catalog entry . . . . . . . . . . . . . . . . . . . . . . 281
Approving an order . . . . . . . . . . . . . . . . . . . . . . . . 283
Canceling an order . . . . . . . . . . . . . . . . . . . . . . . . 290
Executing campaigns . . . . . . . . . . . . . . . . . . . . . . . 290
Campaign tracking and management . . . . . . . . . . . . . . . . . . . 296
Display and filter catalog entries . . . . . . . . . . . . . . . . . . . 296
Edit catalog entries and orders . . . . . . . . . . . . . . . . . . . . 297
Cancel a catalog entry . . . . . . . . . . . . . . . . . . . . . . . 301
Reinitialize a catalog entry . . . . . . . . . . . . . . . . . . . . . . 304
Introduction
Presentation
Neolane 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 Campaign catalog,
where campaign templates and instances created centrally are offered to local entities.
Neolane v6.1 - Neolane Campaign - MRM - Neolane Distributed Marketing option | 249
Neolane
To use campaigns, local entities have to create orders via the catalog. These let you gather additional data
specific to the local entity, define the approval process and create the marketing campaign locally.
Warning:
Neolane Distributed Marketing is a Neolane Campaign option. Please check your license contract.
Concepts and terminology

The central entity provides campaign templates which local entities may use. Campaigns are materialized by
catalog entries representing either local or shared campaigns. To use a campaign, the local entity must order
it and the order must be approved.
Central entities
Central entities are made up of marketing operators in charge of managing communication with local agencies.
The distributed marketing module enables the central entity to:
n set up a consistent catalog of marketing campaigns for local entities,
n increase the freedom of local entities for choosing 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.).
The distributed marketing module lets them implement local campaigns that are attractive and adapted to
local consumers, since they enable content personalization and communication targeting.
Campaign catalog
The campaign catalog is a cooperative space which both central and local operators can access via the
Neolane console to view, edit, manage, evaluate, reserve and execute the campaigns offered.
Local campaigns
A local campaign is an instance created from a template referenced in the catalog. Its aim is to meet a local
communication need using a campaign template set up and configured by the central entity.
A local campaign can be executed locally or centrally: the central entity places the template in the catalog,
to be used by the local entity via the console or the web. Local entities use the templates made available to
them. Their operators only have access to settings not handled by the central entity.
Refer to Creating a local campaign [page 259] and Reserving and personalizing a local campaign [page 270].
Shared campaigns
A shared campaign is an active campaign offered 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 shared campaign.
Refer to Creating a shared campaign [page 259] and Reserving a shared campaign [page 278].
Parent campaign
A parent campaign is the campaign created by the central entity when defining a shared campaign.
Child campaign
A child campaign is the campaign created locally (and duplicated from the parent campaign) when a local
campaign takes part in a shared campaign.
250 | © Neolane 2013

Neolane Distributed Marketing option
Implementation steps
Distributed marketing campaigns are created and published by the central entity. They may be used and
measured by both the local and the central entities as needed.
The implementation procedure is as follows:
1 Define operators. There are two types involved: central and local. They must be created with the
appropriate rights to be able to use distributed marketing options. All resources used in campaigns
(templates, documents, populations, etc.) must be accessible to central and local operators. For more
on this, refer to Creating local entities and operators [page 253].
2 Create the catalog entry. To do this, the central entity needs a suitable campaign or campaign template.
The catalog entry is created and configured by the central entity. For more on this, refer to Creating a
campaign template for distributed marketing [page 255] and Creating a marketing campaign [page 258].
3 Publish the campaign in the catalog to make it available to local entities. To be offered to local
entities, a campaign must be approved and its availability date reached. For more on this, refer to
Publishing the campaign in the catalog [page 260].
Evaluate and reserve the campaign. Local entities can reserve catalog entries (after evaluating them
if necessary) to use them. For more on this, refer to Reserving a campaign [page 270].
4 Approve participation. Local entities can change the settings of reserved local campaigns up to the
start of their execution schedule. Participation will be final once the reservation is approved and the start
date is reached. For more on this, refer to Approving an order [page 283].
Neolane
User-friendliness
The campaign catalog can be accessed from the Campaigns universe: click More then Catalog entries.
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 available entries offers additional links for acting on
the campaign catalog.
252 | © Neolane 2013

Configuration
Creating local entities and operators

Start by defining the central and local entity players via the Access management folder.
Organizational entities
Organizational entities are local entities: agencies, stores, etc. They can be grouped by geographic location,
activity or any other relevant category depending on business context.
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 of the General tab.
n Define a catalog entry notification group: operators in this group will receive a notification each time a
new entry is added to the campaign catalog and each time a campaign becomes available.
Neolane
n Select the group of reviewers in charge of approving order reservations, i.e. 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 283].
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.
254 | © Neolane 2013

Creating a campaign template for distributed marketing

The Distributed marketing option must be activated in the campaign: this is configured in the campaign
template. To do this, click the Advanced campaign settings... link of the Edit tab in the template, then
activate distributed marketing via the Configurations tab.
Note:
Campaign templates and their configuration are presented in Operation templates [page 78].
An additional tab is added for configuring distributed marketing.
Neolane
In this tab, choose the management mode of the distributed marketing campaigns created based on this
template, possible additional settings, the number of reviewers and the number of documents to be entered
by local operators when they create the order.
1 Campaign type
A distributed marketing campaign can be:
n A local campaign, handled by the central entity or not. For more on this, refer to Creating a local
campaign [page 259].
n A shared campaign, which may be participative. For more on this, refer to Creating a shared campaign
[page 259].
2 Additional parameters
This is the information which the local operator will enter when placing an order: it lets you collect
additional information. You can either add to the default web interface or add additional screens. To do
this, select:
n Default parameters for targeting and content. This lets the operator change the target population
and campaign content.
256 | © Neolane 2013

n Include customized parameters to link a specific additional information input form. Select a web
application from the drop-down list in the Web interface field:
3 Approvals
The Approvals section of the Distributed marketing tab lets you define the maximum number of
reviewers. The local operator can name the operators in charge of approving the various stages of the
campaign (content, target, budget, etc.). However, only local operators with APPROVAL
ADMINISTRATION named rights may choose reviewers. In the example below, the operator recording
the order can name four reviewers:
If you do not wish to name reviewers for a campaign, enter 0.

4 Documents
Neolane
You can enable local entity operators to link documents (text files, tables, images, campaign descriptions,
etc.) to the local campaign when creating the order. The Documents section lets you restrict the number
of documents: simply fill in the Number of documents field.
When you reserve or evaluate a catalog entry, the form lets you link as many documents as specified in
the relevant field of the template:
If you do not wish to display a document upload field, enter 0 in the Number of documents field.
Creating a marketing campaign

The central entity creates marketing campaigns based on the templates that include the Distributed
marketing option.
258 | © Neolane 2013

Creating a local campaign

To offer a local campaign, the campaign template must be configured with the Distributed marketing
option and the Local option selected. For more on this, refer to Creating a campaign template for distributed
marketing [page 255].
By default, a campaign's targeting workflows are executed by the local entity. Check the Central handling
option if you want the central entity to execute workflows.
Central handling
Local campaigns can be executed by local agencies or the central entity.
If the Central handling option is checked, the central entity executes the campaign.
Creating a shared campaign

A shared campaign is a campaign instance created by the central entity and which is added to by the local
entities that use it.
In a shared campaign, the populations of the local entities that match the targeting criteria are added to the
targeted population. E.g. if the local Paris agency subscribes, its population matching the filtering criteria
defined in the template is added to the main target.
The advantage of a shared campaign is that campaign costs are shared while the central agency performs
campaign handling.
Note:
To offer a shared campaign, the template must be configured with the Distributed marketing option, and
the Shared option must be selected. For more on this, refer to Creating a campaign template for distributed
marketing [page 255].
Participative / non-participative mode

Shared participative campaigns are created centrally and the target contains the populations of the local
entities having subscribed to the campaign. Check the Participative option for local entities to enter targeting
and personalization criteria to adapt deliveries: all local agencies provide their settings (target population,
message and budget) to the central agency which in turn executes the campaigns.
Shared non-participative campaigns let local entities change targeting and execute it. The campaign content
is copied locally for configuration and execution testing.
For more on this, refer to Shared campaign [page 292].
Neolane
Recurring campaign
A shared campaign can be recurring. Select the Recurring Campaign type when creating a campaign
template. A recurring shared campaign can be executed in manual mode or automatic mode. For more
on this, refer to the Recurring and periodic campaigns [page 90] section and the Reserving and executing
campaigns [page 270] section.
Publishing the campaign in the catalog

Campaigns to be offered to local entities are published in the catalog by central entity operators.
To do this, apply the following steps:
1 Creating the catalog entry [page 260],

2 Selecting the local entities concerned [page 265],
3 Approving and publishing the catalog entry [page 265].
Creating the catalog entry

For the campaign template to become available to local entities, it needs to be added to the catalog. To do
this, the central agency needs to create a new catalog entry.
In the Navigation section on the Campaigns page, click on the link Other options and select Catalog
entries.
Click Create to add a new entry.
1 The upper section of the editor lets you choose a template for the catalog entry to be created.
Template selection depends on the type of campaign: local or shared. By default, the New local catalog
entry (localEmpty) template is used for local campaigns, and the New shared catalog entry
(mutualizedEmpty) template for shared campaigns. You can create custom templates and pre-input
certain parameters (audience, operators, reviewers, etc.).
2 The central entity then chooses the campaign or campaign template to be used.
For local catalog entries, select a reference campaign based on which the local campaigns will be created.
260 | © Neolane 2013

For shared catalog entries, choose the campaign offered to local entities: child campaigns will be created
by local entities based on this campaign.
For recurring shared campaigns, you must schedule your campaign to start:
n the first workflow occurrences manually, while approving the steps (for example, the content, the
targeting, etc.). For the reviewers, the planning schedule is more important than delivery configuration.
n the following occurrences in automatic mode and without an approval process (To start option must
be checked but To approve option must be unchecked).
The central entity defines the catalog entry label, folder and execution schedule.
n The start and end dates define the campaign's visibility period in the catalog.
n The campaign availability date is the date on which the campaign will be created locally.
This date is optional. By default, the campaign is available locally as soon as the order is approved.
The description area lets you present the campaign to local entities, highlighting its potential and relevance.
Neolane
For shared campaigns, the central agency must also indicate the registration deadline and the
personalization deadline if applicable.
Warning:
If a local entity does not reserve the campaign before the deadline, it will not be able to use it.
This information is found in the notification message sent to local agencies, as shown below:
262 | © Neolane 2013

Note:
By default, a local campaign may only be reserved once by each entity.
Check the Enable multiple creation option to let an entity create several local campaigns from the
catalog campaign.
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 253].
In the catalog entry, you can define additional reminders to be sent before the subscription deadline:
Neolane
1 Click on the Advanced parameters... link then the Edit... link located to the right of the Reviewer
box.
2 Click the Add a reminder link then Add to specify the type of reminder to be configured.
264 | © Neolane 2013

The reminder can be sent out either on a given date, or a set number of days before the approval deadline
(calculated when the catalog entry is approved).
3 Click Add to create additional reminders.
The reminder is sent to the relevant operators. It allows them to subscribe to it.
Selecting the local entities concerned

Local campaign
By default, local catalog campaigns are accessible to all organizational entities. However, you can restrict
their audience by editing the concerned entry and clicking the Audience tab.
Click Add and select the organizational entries for which you want to enable access to the campaign.
Operators in this entity may be notified when a new catalog entry is available: Check the Send notification
on publication option.
Shared campaign
For shared campaigns, an audience must always be defined. Apply the same process as for local campaigns
(above).
Approving and publishing the catalog entry

Before they can be published in the catalog, entries have to be approved by the central entity. Reviewers or
groups of reviewers can be defined via the advanced settings of the catalog entry.
Neolane
Specifying a reviewer
To select the reviewer, click the Advanced settings... link from the catalog entry and choose the relevant
reviewer from the drop-down list.
266 | © Neolane 2013

You may then begin the approval process by clicking Approve the catalog entry.
A notification message is then sent to the reviewer to confirm the provision of this catalog entry. The message
contains a link to accept or refuse the approval via Web access.
Note:
At the organizational entity level, you may also specify reviewers to approve order reservations. For more
on this, refer to Organizational entities [page 253].
Neolane
Adding other reviewers

The Edit... link, found in the advanced settings tab of the catalog entry, allows the addition of other reviewers.
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 catalog
entry has not been approved. To do this, click on the link Add reminder then the Add button.
Reminders can be sent out either on a given date and/or x days before the approval deadline. 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 one day before the end of the approval period, i.e. two days after the
268 | © Neolane 2013

submission for approval date, then a second reminder on the 29/05/2013, i.e. two days before the date
selected in the Date column.
Once it is defined and the entry has been submitted for approval, the process 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.
Approval via the Neolane console

If no reviewer is defined or if none of the notified operators have approved the entry, the Approve button
lets you perform the approval in the overview of catalog entries directly.
Neolane
After approval, the campaign is published, added to the catalog and local entities may use it as soon as its
availability date is reached. If an audience has been defined, a message is sent to the operators in the
notification group to let them know that the campaign is available. For more on this, refer to Organizational
entities [page 253].
Reserving and executing campaigns

The catalog is available to local entities which are part of the defined audience. If necessary, they can evaluate
the entries in the catalog before they reserve them.
Note:
By default, all local entities have access to local campaigns, and only entities belonging to the audience have
access to the shared campaigns in the catalog.
Reserving a campaign
Catalog entries become accessible to local entities once they are approved and their implementation period
has started. Local actors receive an email letting them know that a new catalog entry is available (as soon
as its availability date is reached).
Reserving and personalizing a local campaign

To use a campaign offered by the central entity, the local entity must reserve it:
270 | © Neolane 2013

1 Click the Reserve campaign link in the notification message, or the relevant button within the Neolane
console.
Enter your ID and password to reserve the campaign. The interface is made up of a set of pages defined
in a web application.
Note:
Web applications are presented in the Web Functionalities guide.
Neolane
2 Enter information in the first page (order label and comment) and click Next.
Enter the parameters of the campaign to be created (validity period, program, budget and related
documents) and approve.
272 | © Neolane 2013

A notification is sent to the person in charge of the organizational entity which the local agency belongs
to, asking them to approve this order.
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 all local entities:
Neolane
Operators can display the order detail:
The General tab contains the information entered by the local entity during reservation:
274 | © Neolane 2013

4 The order must be approved by the central entity in order to be final.
For more on this, refer to Approval process [page 283].
Neolane
5 The local operator is then notified that the campaign is available: this can be accessed from the campaigns
window within the Campaigns universe. You may then use the campaign. For more on this, refer to
Executing campaigns [page 290].
276 | © Neolane 2013

Note:
If an error arises when creating the campaign locally, the status of the order will change accordingly.
You can edit the campaign to view the error.
You can restart the local campaign creation process by clicking the Restart the campaign creation
process for the order... button in the Edit > Tracking tab of the failed order.
Neolane
Reserving a shared campaign

When a shared campaign is added to the catalog, the local entities belonging to the audience defined by the
central entity are notified. 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 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 information on the shared campaign
they wish to use:
278 | © Neolane 2013

After completing their registration, local operators are notified by email and may approve their subscription.
For more on this, refer toApproval process [page 283] and Reserving and personalizing a local campaign
[page 270].
Personalizing message content

You can process data collected during campaign reservation to use as personalization elements and targeting
criteria. The example below lets you collect as many people to be contacted as possible, as well as the date
of a private concert and name of the artist, for example.
Message personalization is performed by the central entity during workflow execution. The central agency
can enable local entities to view their message before approving the order.
Neolane
To configure this process, associate a personalized web interface to the campaign order template (refer to
Creating a campaign template for distributed marketing [page 255]) and adapt the catalog order web application
to integrate the relevant variables and enable the display of delivery content before and after personalization.
The message sent to local entity recipients is configured as shown below:
This message will display the information entered during campaign ordering.
Reserving a recurring shared campaign

Reserving a recurring shared campaign is similar to reserving a shared campaign. The child campaign created
during the reservation process inherits the planning schedule of the parent campaign. The local entity can
280 | © Neolane 2013

configure approval options and/or automatic delivery triggering. Indeed, the local entity can decide to
participate in a campaign from, for example, the fourth occurrence. To do this, the local entity must:
n configure the occurrence by checking the To start option without checking the To approve option, for
automatic participation.
n configure the ocurrence by not checking the To start option, if the entity does not want to participate
in this occurrence.
Evaluating a catalog entry

Evaluating a campaign allows you to estimate its pertinence without actually publishing it: the operation is
created by the local entity but in simulation mode in order to evaluate the potential of the target. The local
entity can then choose to reserve or discard the order.
Authorize evaluation
In order for a catalog campaign to be evaluated by local entities, this option must be checked in the Edit
tab of the related catalog entry.
Evaluating the campaign

When this option is selected, local entities can evaluate campaigns before reserving them.
Neolane
They can evaluate this campaign from a notification message.
Local operators can also use the Evaluate button located on the catalog entry dashboard.
282 | © Neolane 2013

They can then suggest necessary information to reserve the operation.

If the local entity decides to reserve the campaign, the information entered during the evaluation is saved,
provided that the campaign was available at the time of evaluation. Click the Reserve button in the Order
tracking view.
Approving an order
To confirm a campaign reservation, the local entity must approve it.
The Campaign order tracking overview, accessed via the Campaigns universe lets you view the state
of campaign orders and approve them.
Note:
Local actors 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:
Neolane
Note:
Reviewer selection is presented in Reviewing operators [page 289].
284 | © Neolane 2013

Approval via the Neolane console

The order may also be approved via the console, in the Campaign order tracking overview. To approve an
order, select it and click Approval.
Note:
The campaign can still be edited and reconfigured up to the campaign availability date. Local operators can
also reject the campaign by clicking the Cancel button.
Neolane
Creating a campaign
Once an entry is approved, it may be configured and executed by the local operator.
For more on this, refer to Executing campaigns [page 290].
286 | © Neolane 2013

Rejecting an approval
The operator in charge of approval can reject a catalog entry or order.
In this case, the relevant notification is sent automatically to local operators: it shows the comment entered
by the operator who rejected the approval.
Neolane
Information is displayed on the catalog entries page or the campaign order page. If they have access to the
Neolane console, local operators are informed of the rejection.
288 | © Neolane 2013

They can view the related comment in the Audit tab of the order.
Reviewing operators
Reviewing operators are notified by email each time an approval is required.
For each local entity, reviewers are defined for campaign order approval and for campaign approval. For
more information on selecting local reviewers, refer to Organizational entities [page 253].
You can add reviewing operators when ordering a campaign, or via the Campaign tab of an order. These
operators approve the reservation and authorize campaign creation.
Neolane
Note:
For this operation to be possible, order approval must not yet be effective.
Canceling an order
The central agency can cancel a reservation using the appropriate button located on the order dashboard.
This cancels the entry in the order tracking list.
Executing campaigns
Once a campaign is reserved, the order approved and the availability date reached, it is ready to be executed.
Depending on the campaign type and the selected options, the campaign is executed locally or centrally.
Local campaign
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.
290 | © Neolane 2013

It is added to the detail of the matching order and can be edited. Its full dashboard lets you manage it on
a local level.
Note:
The created campaign is linked to its local entity and associated to an order. this information is shown on
its dashboard.
The campaign remains accessible in the Campaign overview accessed via the Campaigns link on the home
page.
Available settings
Local entities can adapt the content of the local campaign to suit their needs, using all campaign dashboard
elements. Their main task will be to adapt the targeting workflow and possibly to 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.
Neolane
Central handling
When a local campaign is handled by the central entity, no other entity has the right to execute it, and
workflows are executed by the central entity.
This option is selected in the campaign template. For more on this, refer to Creating a campaign template
for distributed marketing [page 255].
This configuration is displayed in the detail of the catalog entry related to the campaign, as shown below:
Shared campaign
Non-participative mode
Within shared non-participative campaigns, local entities may only access the campaign directly if they have
a Neolane console. The information entered in the web interface during the order is sufficient for configuring
the campaign. No additional access is required.
Participative mode
For participative shared campaigns, the main campaign is cloned locally: each local entity manages and
executes the campaign. Most configurations are recorded in the central campaign (schedule, content, approval,
etc.).
n On a local level, campaigns and their deliveries remain linked to the main campaign.
292 | © Neolane 2013

n Within the central entity, the operator can control linked campaigns via the dashboard of the reference
campaign:
This feature implies the following:
1 Local entities can affect targeting but only have limited access to delivery parameters. Local operators
can display a preview of a delivery content as defined within the main delivery.
Neolane
2 The criteria of locally created deliveries are configured in the main campaign template, via the Distributed
Marketing sub-tab.
The following options are available:

n Target estimation and message personalization: this mode lets you prepare and personalize
messages. After this stage they are ready to be sent.
n Estimation and approval of the provisional target: this mode is mainly used for managing sales
pressure. It lets you calculate the target and enable approval. The delivery is then added to the
provisional calendar.
n Target evaluation: this mode lets you assess the volume of recipients for the delivery. Messages
are not prepared. A count is performed when workflow deliveries are executed.
3 When a local agency executes its workflow, it can either approve the target, content and budget or let
the central agency perform these tasks. The approval mode is chosen in the template's main campaign
section.
294 | © Neolane 2013

By default, the central entity approves and executes all local campaigns via the dashboard of the main
campaign:
Operators cannot perform approvals locally.

You can change this default behavior to let local entities approve their deliveries. In the Approvals
sub-tab of the main campaign, select Enable individual approval of each associated delivery.
When the campaign workflow is executed, approval buttons are shown in each delivery of the campaign's
dashboard. Notifications are sent based on settings.
Neolane
Recurring
Executing a recurring shared campaign can be done automatically or manually.
Manual mode
The central entity triggers the parent campaign. If a child campaign is not triggered, either because the
execution has not finished or because there is an error, the parent campaign is not impacted and will
nevertheless be executed.
The central entity must check that all child campaigns involved have indeed been approved (Personalization
pending status). If this is not the case, the central entity must restart the late local entities.
Automatic mode
The central entity triggers the parent campaign. This campaign is only executed if the child campaigns have
been approved by the local entities involved and so long as the campaigns do not have errors.
When it is executed, the parent campaign recovers the data from the child campaigns whose statuses are
Personalization pending whether the campaigns are started automatically or not.
If one of the child campaigns (started automatically) does not end (for example, the workflow has not started
or is paused, or the delivery has not been approved), the parent campaign is pending. The central entity
must contact the relevant local entity so that they can correct the campaign. The parent campaign then
automatically resumes execution
If the child campaign is not corrected, the central entity can decide to no longer wait for the particular local
entity and instead to resume parent campaign execution without recovering the data from the late local
entity. The local entity must edit its planning schedule for the ocurrence in progress (To start option must
be unchecked to indicate NO).
Campaign tracking and management

Central entity operators can track reservations and evaluations performed on catalog campaigns.
This lets them:
n Display and filter catalog entries [page 296],
n Edit catalog entries and orders [page 297],
n Cancel a catalog entry [page 301],
n Reinitialize a catalog entry [page 304].
Display and filter catalog entries

From the Campaigns universe, you can display the list of Catalog entries which regroups all existing
distributed marketing campaigns. This list can be filtered to display only campaigns that are published, late,
296 | © Neolane 2013

pending approval, etc. To do this, click the links in the upper section of this view, or use the Filter list link
and choose the statuses to be displayed.
Edit catalog entries and orders

The Catalog entries page lets you view the summary of each entry.
This summary shows the following information: label, type of campaign, folder, as well as the name of the
campaign based on which it was created.
Click the entry name to edit it. You can also view orders by local entities and their status.
Neolane
This information is also offered in the Order tracking view which lists all orders on all catalog campaigns.
The central operator can edit the order. There are two ways of doing this:
298 | © Neolane 2013

1 The operator can click on the order name to edit it: this displays the order detail.
Neolane
The Edit > General tab lets you view information entered by the local entity when it reserved the
campaign.
300 | © Neolane 2013

2 The operator can click the label of the catalog entry to edit it and change certain settings.
Cancel a catalog entry

The central entity can cancel a catalog entry anytime.
Neolane
Click Cancel in the list of catalog entries.
The Comment field lets you justify the cancellation

For local campaigns, deleting an entry removes it from the campaign catalog.
For shared campaigns, canceling a catalog entry triggers:
302 | © Neolane 2013

1 The cancellation of all orders related to this entry,
2 The cancellation of the reference campaign and stopping of all active processes (workflows, deliveries),
Neolane
3 The sending of a notification to all local entities concerned.
Canceled entries can still be accessed and reinitialized by the central entity (see below) if necessary. They
will be offered to local entities again once they have been approved and started. The entry reinitialization
process is shown below.
Reinitialize a catalog entry

Catalog entries which have already been published can be reinitialized, modified and made available to local
entities.
Select the concerned entity and click Open....
304 | © Neolane 2013

Click the Reinitialize the catalog entry to reuse it... link and click OK.
The entry disappears from the catalog and its state changes to Being edited. Modify, approve and publish
it again to restore it to the catalog.
Note:
You can also reinitialize canceled catalog entries.
Neolane

APPENDIX C
Neolane Response Manager
option
Table of Contents
Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . . 307
Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 307
Hypothesis concept . . . . . . . . . . . . . . . . . . . . . . . . 307
Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . 308
Configuring Neolane Response Manager . . . . . . . . . . . . . . . . . . 308
Configuring schemas . . . . . . . . . . . . . . . . . . . . . . . 308
Managing indicators . . . . . . . . . . . . . . . . . . . . . . . . 312
Hypothesis template . . . . . . . . . . . . . . . . . . . . . . . . . 313
Creating a hypothesis model . . . . . . . . . . . . . . . . . . . . . 313
Example: creating a hypothesis template on a delivery . . . . . . . . . . . . 322
Hypothesis on an offer or a delivery . . . . . . . . . . . . . . . . . . . 326
Creating a hypothesis on the fly on a delivery . . . . . . . . . . . . . . . 326
Referencing a hypothesis in a campaign delivery . . . . . . . . . . . . . . 330
Adding a default hypotheses to deliveries for a campaign. . . . . . . . . . . . 330
Creating a hypothesis on an offer . . . . . . . . . . . . . . . . . . . 332
Example: creating a hypothesis linked to a delivery . . . . . . . . . . . . . 334
Hypothesis tracking . . . . . . . . . . . . . . . . . . . . . . . . . 339
Hypothesis results . . . . . . . . . . . . . . . . . . . . . . . . 340
Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . 342
Presentation
Objectives
Neolane Response Manager 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
Neolane v6.1 - Neolane Campaign - MRM - Neolane Response Manager option | 307
Neolane
calculation is complete. The ROI linked to the hypotheses will be taken into account in the campaign reports.
Also, the reports provided with Neolane 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:
Neolane Response Manager is a Neolane Campaign option. Please check your license contract.
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 Neolane Response Manager, refer to Configuring Neolane Response Manager [page 308]
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 313].

2 Create one or more hypotheses on an existing delivery. Refer to Referencing a hypothesis in a campaign
delivery [page 330].
or
Create one or more hypotheses on offers. Refer to Creating a hypothesis on an offer [page 332].
3 Check hypothesis results. Refer to Hypothesis tracking [page 339].
4 Re-launch hypotheses if necessary. Refer to Creating a hypothesis on the fly on a delivery [page 326].
Configuring Neolane Response Manager

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 Neolane with the table of individuals. This table of individuals can coincide with the table of
available individuals in Neolane or with a different table
The measurement hypothesis is launched by the campaign jobs 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 in while using Neolane.
308 | © Neolane 2013

Neolane Response Manager option
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.
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
Neolane 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 to 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 Neolane recipients

In this example, we will integrate a table of purchases in our response management module using the Neolane
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 Neolane explorer, select the Administration > Campaign management > Delivery mappings.
Neolane
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.
310 | © Neolane 2013

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 recipient table outside of Neolane

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 Neolane.
n Creating a new response log schema derived from the nms:remaMatch schema.
Neolane
Since the table of individuals is different from the table of Neolane 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>
312 | © Neolane 2013

Hypothesis template
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 Neolane 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 314]).
6 For Delivery type templates, you can choose a specific channel or decide to apply the template to all
available channels in Neolane using the Channel drop-down list (for more on this, refer to Properties of
a hypothesis template [page 314]).
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 314]).
9 Specify the hypothesis calculation period (for more on this, refer to Hypothesis template execution settings
[page 314]).
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 317]).
Neolane
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 319]).
13 If necessary, use a script to complete filtering (for more on this, refer to Hypothesis perimeter [page 319]).
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 Neolane 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 Hypothesis on an offer or a delivery [page 326]).
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:
314 | © Neolane 2013

n Schedule execution for a time of low activity: lets you schedule the hypothesis launch to optimize
Neolane 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).
Neolane
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.
316 | © Neolane 2013

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 Neolane
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.
Neolane
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 326]).
n Transaction/Margin amount: these fields are optional and enable you to calculate turnover indicators
automatically (refer to Indicators [page 340]).
n Unit amount: lets you set an amount for calculating revenue (refer to Indicators [page 340]).
n Additional measures and data: lets you specify additional reporting measures or axes from fields in
the different tables.
318 | © Neolane 2013

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.
Neolane
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.):
320 | © Neolane 2013

1 Click the Add a filter link, then Edit query.
2 Specify your filtering conditions.
Neolane
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 Neolane explorer, go to the Resources>Templates>Hypothesis templates node.
322 | © Neolane 2013

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.
Neolane
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.
324 | © Neolane 2013

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.
Neolane
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.
Hypothesis on an offer or a delivery

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 314]).
Creating a hypothesis on the fly on a delivery

To create a hypothesis on an existing delivery, apply the following process:
326 | © Neolane 2013

Note:
This operation is only possible for pending deliveries.
1 In the Neolane 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 template [page 313]).
The hypothesis context as it was defined in the selected model is displayed in the window.
Neolane
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 313].
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.
328 | © Neolane 2013

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 Neolane 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.
Neolane
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 313]
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 314]).
Adding a default hypotheses 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:
330 | © Neolane 2013

1 Go to the Edit tab of the campaign.

2 In the measurement section, click the Default hypotheses tab.
3 Click Add and select a hypothesis template.
Neolane
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 339])
For more information, you can also refer to Example: creating a hypothesis linked to a delivery [page 334].
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 317]).
1 Create one or more Offer type models as described in Creating a hypothesis model [page 313].
2 Go to the Campaign management > Measurement hypotheses
332 | © Neolane 2013

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.
Neolane
In this example, the query will target travel offers for Iceland.
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 339]).
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 state of
the offer proposition is changed automatically, thereby providing feedback on the impact of the campaign
(for more on this, refer to Transactions [page 317]).
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 322]). We
will then refine the query inherited from the model to make a hypothesis on a specific article of the purchase
table.
334 | © Neolane 2013

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.
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].
Neolane
3 Open the Direct mail delivery activity of your targeting workflow, click the Delivery measurement
icon, then click Add.
4 Choose the previously created hypothesis template from the drop-down list.
336 | © Neolane 2013

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.
Neolane
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 51]).
338 | © Neolane 2013

7 In the Neolane 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 Neolane 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.
Neolane
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 respondents: number of contacted individuals who match the hypothesis.
n Contacted response rate: number of individuals contacted/ total people contacted during the delivery.
n Control group count: number of control groups that match the hypothesis.
n Response rate of the control group: number of 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.
340 | © Neolane 2013

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 Neolane tree.
Neolane
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 340]).
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.
342 | © Neolane 2013

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.
Neolane

Campaign v6.1 en

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Campaign v6.1 en

Uploaded by

Copyright:

Available Formats

Neolane Campaign - MRM

Version number : 8141

Neolane v6.1 - Neolane Campaign - MRM

Chapter 2. Neolane Campaign - Creating marketing campaigns . . . . . . 9

Chapter 3. Neolane MRM - Marketing resource and task management . . . 119

Neolane v6.1 - Neolane Campaign - MRM | 3

A. Neolane Campaign Optimization option - guaranteeing consistent communications

B. Neolane Distributed Marketing option . . . . . . . . . . . . . . . . . . 249

Creating a local campaign . . . . . . . . . . . . . . . . . . . . . . . . 259

C. Neolane Response Manager option . . . . . . . . . . . . . . . . . . . 307

Neolane v6.1 - Neolane Campaign - MRM | 5

6 | Neolane v6.1 - Neolane Campaign - MRM

Neolane v6.1 - Neolane Campaign - MRM - Introduction | 7

8 | Neolane v6.1 - Neolane Campaign - MRM

Browsing in a marketing program

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

Accessing the web interface

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

Setting up and managing marketing campaigns

Editing and configuring a campaign

This takes you to the campaign dashboard.

Creating and configuring deliveries

Selecting the target population

Selecting the target population

Example: delivering to a group of recipients

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

Building the main target in a workflow

Creating a targeting workflow

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.

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

Extracting the control group from the main target

The query editor is presented in the Neolane Platform guide.

Checking and approving deliveries

n Approving associated deliveries

Choosing the processes to be approved

Assign content editing

n click the Available content link via the Neolane console,

External content approval

Approving an extraction file

Starting an online delivery

A confirmation message lets you secure this action.

Starting an offline delivery

Step 1 - File approval

n Click the Send a proof button to create the proofs.

Calculation of costs and stocks

List of campaign process workflows

Managing the associated documents

They can also be edited and modified from this view.

Associating and structuring resources linked via a delivery outline

1 Right-click the root of the tree and select New>Delivery outline.

The Summary tab of the delivery also displays this information:

Approval via the dashboard

Approval via notification messages

Select Accept or Reject and enter a comment if necessary.

Automatic and manual approval

Configuration of the available modules