For advanced marketing initiatives, Multi-Channel Campaigns allow the use of adaptive and predictive analytics with business rules to optimize across multiple actions, resulting in the selection of the best action for each individual customer. However, marketers often need a simpler mechanism to promote a single offering and monitor its performance.
The Outbound Campaign construct provides just this functionality using a visual card paradigm that highlights all aspects of the initiative on a single canvas. This allows marketers to focus on key aspects, such as the audience, the action, and the flow.
High-level features of the Outbound Campaign functionality include the following:
- Simplified canvas, which includes all details in single view
- Visual ‘card’ paradigm for easier building
- Traceable goals and the ability to monitor their performance
Outbound Campaigns have a lifecycle of their own and go through various stages. These stages are outlined in the Outbound Campaign Lifecycle section. The remaining sections in this chapter outline the various interactions available to the user. These interactions include the following: