Samplecampaign Targeting Brief

SampleCampaign targeting Brief

Version Control
Version # / Modified by / Date modified / Changes
1.0
2.0
Stakeholder Information

Campaign Name:

Campaign Owner (from Business Unit):

Business Unit:

Campaign Overview

Background:

Please provide background information on the project.

Business & Campaign Objective:

Please provide details on the business objectives, and how this campaign will help meet these objectives.

Campaign Type:

Marketing OfferCommunications Message Services Retention

Market Research Legal/Compliance Follow-up Activation

Past Learnings:

Is this a new campaign? Yes No

If No, please provide insights into past learnings and past campaign results.
Campaign Details

Channel: Direct Mail Outbound Call E-Mail SMSOnline Offer

Inclusions

Targeting: Initial Template

Highlight required template column with yellow background. Then select additional segments to be applied (“Y”) or excluded (“X”) by using the right-hand column. If cells in right-hand column are left blank then the default selection will apply (ticks) based on chosen template.

Unica Templates– used as a starting point (select one)
Direct Mail / Email / Telephony / Research DM / Research Email / This Campaign
Y = accept
X = reject
or leave blank for default template
Select 1 template with an “X”
Inclusions / ACTIVE CUSTOMER /  /  /  /  / 
CONTRIBUTION IN 4 MTHS
CONTRIBUTION IN 6 MTHS
CONTRIBUTION IN 12 MTHS
ACTIVE ACCOUNT
VALID MOBILE PHONE / Either / Or
VALID FIXED PHONE / Either / Or
ACTIVE ONLINE
VALID EMAIL /  / 
VALID ADDRESS /  / 
Exclusions / INACTIVE CUSTOMER
COMPLAINT IN 2 MTHS /  /  /  /  / 
DECEASED /  /  /  /  / 
DO NOT EMAIL /  / 
DO NOT MAIL /  / 
DO NOT CALL /  /  /  /  / 
NO BANNER ADS / 
DO NOT SMS
EMAIL BOUNCEBACK /  / 
REFERRED CUSTOMER /  /  /  /  / 
CUSTOMER NOT VERIFIED
NO CONTRIBUTION 12 MTHS /  /  /  /  / 
OVERSEAS /  /  /  / 
OPT OUT OF RESEARCH /  / 
STAFF /  /  /  /  / 

Base Customer Selection:

Please include general description of customers to be targeted

Other Exclusions to apply (please type a general English Description)

Contact Rules Required

Exclude those contacted for this campaign in the last 3 mths
Exclude those contacted for this campaign in the last 6 mths
Exclude those contacted for any research campaign in the last 3 mths
Exclude those contacted for any research campaign in the last 6 mths
Other contact rule, please state below…
Exclude contacted for Campaign: …for Days.
Exclude contacted for Campaign: …for Days.

Cell Splits(Based on the customer selection above, are there now individual groups that you want to target separately?

(e.g. based on age and gender)

Please list each separately in the list below.

Note: Control Groups will be taken automatically based on Quantity and Response Rate.

Cell / Description / Offer Name / Expected Quantity / Expected Response Rate
A
B
C
D
E
F
G

Offer Details:

Offer Name / Description

File Format Required: Standard Fields

CRM Software Standard Fields(always output):Run Date, Campaign Code, Campaign Name, CellCode, CellName and OfferName.

Standard Fields (Tick those required)

Personal Details / Name (Salutation, Title, First name, Surname)
Home Phone / Mobile Phone
Email Address / Postal Address
Age / Gender
Account Details / Account Number / Account Balance
Estimated Salary Amount / Account Flags
Account Status / Product Type
Date Account Opened

File Format Required: Additional (Optional) Fields

Reference for Analyst
Required Field (tick applicable) / Unica Table Reference / Unica Field Reference / criteria
Balance / Financial_mth1 / Bal_Amt
Gender / Customer / Gender
Age / Customer / Cust_Age
Payment Amount / Financial_mth1 / Amount_Paid
Telephone Plan / Plan / Plan_Type
Mosaic Code / Segmentation / Mos_Code
Estimated Salary / Customer / Salary_Amt
Returned Mail Flag / Address / Addr_Status = 'Returned'
Date Joined Fund / Customer / Joined_Date
Joint account flag / Account / Join_Flag = 1
Campaign Frequency and Key Dates

Campaign Frequency:

Once-Off Monthly Quarterly Other (please specify):

Key Dates:

Date File Required: / Date Campaign Start: / Date Campaign End:

Mail House:

Print Management Veda Agency3 Agency4 Other

Contact Person

Address Details

Contact Email

Contact Phone

BSBCost Centre (For courier or associated costs of campaign)

Reporting Metrics

Total Campaign Cost:$

Total Expected Sales Revenue:$

Monthly reporting will be provided for all campaigns starting 2 months after extract.

Please explain what constitutes a responder to this campaign?

e.g. Customer makes first payment

… in what timeframe? within weeks of data extract <default 12 wks

Targeting Brief Sign-Off

REPRESENTATIVE

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STAKEHOLDER

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