Campaign Management

A campaign is any sort of activity that involves a number of contacts. It can be anything from sending out catalogue and special offers to organizing a special event.

You can record contact responses to campaigns as interactions, which means that a response to a campaign becomes an interaction in Dynamics NAV, and that interaction linked with the campaign.

Setting up Campaigns

Campaign Status Codes

Click Departments/Sales & Marketing/Marketing/Status under Campaign.

Here you can define campaign status codes or use the preconfigured ones as shown in the following example.

The purpose of these campaign status codes is to track the status of your campaign. Once you have configured these campaign statuses, you can start working with the Campaigns.

Click Departments/Sales & Marketing/Marketing/Campaigns to open campaigns.

So, if you Edit a campaign, for example Event campaign in this case, you will see that:

  • It has a number
  • It has a description
  • It has a status code, which you can configure.
  • It has a starting date and an ending date
  • It has a link to the salesperson
  • It has a status to show if the campaign is activated or not
  • You can find invoice details, if you have links with sales orders and so on

From the campaign, you can click on Navigate and click on Opportunities to see if there are any opportunities linked to the campaign.

In the same way you can also track the Segments, a subset of contacts that you have linked to the campaign.

Similarly, you can click on Entries, to see is there are any Interaction entries logged for the specific campaign.

If you want to do more than tracking responses for instance, you can also configure specific Sales Prices for a campaign. For instance, for a specific item or for a number of items, you can specify a minimum quantity and specific unit price during a specific starting and ending date.

Now, these will only have impacts on your quotes and orders, if you have the Sales process or Discounts. And the moment that you activate these sales prices and discounts, that is also the moment that you campaign will be activated.

Creating Interactions for Campaigns

After you have created a campaign, and maybe you have already initialized some actions like e-mail campaign which was sent out to a segment of contacts, you might expect, for instance, some reactions to that campaign.

These reactions can be recorded as interaction, and that is simply done by providing a campaign code in the interaction window.

The interaction will then be tagged by a campaign code and you can later view the recorded interaction in the campaign Entries window.

So, for example, let us assume that you activated and released a new spring campaign with new prices and so on. You send out an e-mail and Beef House is registered. You receive a phone call from Beef House showing interest.

So you select the contact Beef House and click Create Interact.

Follow the create interaction wizard to create the interaction. While following the wizard, choose the Campaign details. You can also assign opportunities to this campaign.

When all the details are specified, Finish the wizard.

Now, select the campaign, Spring offer in this example, and Navigate to Entries. You can see the campaign entries. To look more about the campaign entries, you can select the entry and click on Interaction Log Entry for more details.

This way, we can basically make interactions from reactions and then they are linked to the campaigns.

Segmentation

Segments are subset of contacts, based on certain criteria. In Microsoft Dynamics NAV we can make subgroups of targeted contacts by making use of the Segmentation functionality. But before we can create such segmentation, we need to check if we have sufficient information and parameters to base our segmentation on!

So, the question is what information can we use to make segments? Well, the good news is that in Dynamics NAV you can use nearly all the contact information to make your segments and some information holders are specifically designed to fulfil this function.

Contact – Segmentation Fast Tab

On the Segmentation fast tab of a Contact we can see:

  • Typical criteria that we us for segmentation of our company:
    • No. of Mailing Groups
    • No. of Business Relations
    • No. Industry Groups
  • Typical criteria specific to contact of type person:
    • No. of Job Responsibilities
    • Organisational Level Code
  • Exclude from Segment should be selected when you do not want the contact to be part of any segment.

Segment Criteria

Click Departments/Sales & Marketing/Marketing/Segments (or search for Segments and select the relevant link).

Let us check out an existing Segment “Increase Sale”. You will see that a number of contacts are part of this subset. Click Criteria to check the segment criteria.

Here you can see for instance, the Contact Business Relation is filtered on CUST and the list is further refined/reduced by adding another criterion.

Create Segments

Example 1

  • On the Segments page, click New to create a new segment.
  • Tab out of No. field to generate a new segment number automatically.
  • Enter a description, say “Learning Centers”.
  • Now, we can add contacts manually, however, that may take a lot of time. A faster way would be to use the Add Contacts batch job.
  • We would like to add contacts who have a specific Business Relation Code, say “Learning Center”. On the Add Contacts batch job, go to Contact Business Relation fast tab and specify the Business Relation Code, say “LC”. Click OK.

  • You will notice that one contact is added in the Lines. Why? because this is the only contact with Business Relation Code as “LC”.

Example 2

  • Create a new segment for “Marketing Responsible People”.
  • Click Add Contacts. This time go to Contact Job Responsibility fast tab and specify Job Responsibility Code as “MARKETING”.

  • Click OK. All the contacts with specific job responsibility are added.

Example 3

  • You can also combine criteria.
  • Let us say we would like to create a subset of contacts with country code as Canadian.
  • Create a New Segment named “Canada Customers”.
  • Click Add Contacts and specify the following criteria:
    • On the Contact Business Relation fast tab, specify Business Relation Code = CUST
    • On the Contact fast tab, specify Country/Region Code = CA

  • Click OK. Only those contacts are listed that align to this combination of criteria.

Removing Contacts

Once you have created a sub set of contacts, you may also want to remove certain contacts or refine the list of contacts. You can do this is the following ways:

  • Manually by removing from segment lines.
  • Automatically:
    • Refine Contacts by specifying which contacts to keep.
    • Reduce Contacts by specifying which contacts to remove.

Manually

Select the line that you want to remove, right-click on it and select Delete Line (Ctrl+Del).

Click Ok, on the confirmation dialog that appears:

Refine Contacts

With this function, you can specify which contacts you want to keep.

Let us open a Segment, which is based on a criterion where the Business Relation Code is “PRESS”.

We would like to further refine the contacts, by including Country Code, say “GB”. On the Segment card, click Contacts, Refine Contacts.

Specify the required filter and click OK.

The list is further refined as per the criteria.

Reduce Contacts

Let us say that we have a segment which contains a subset of contacts where the Business Relation Code is “CUST” (Customers), but what we initially wanted was that we only have those contacts who have salesperson code as “JR” (John Roberts).

As you can see, we have 84 contacts here with various sales person:

Click Contacts, Reduce Contacts.

Specify the relevant filter and click OK.

The result is that all those contacts who do not have the Sales Person Code as “JR” are removed, therefore giving us a reduced segment.

Reuse Segmentation Criteria

To speed up the process of creating Segments in Dynamics NAV, you can make use of the functions such as Save Criteria, Reuse Criteria and Reuse Segment.

Save Segmentation Criteria

To save an existing Segment Criteria, open the Segment Card and click Segment, Save Criteria.

Specify a Code and a Description to save the segment criteria.

Reuse Criteria

Create a New Segment and provide a Description.

Click Segment, Reuse Segment.

Select an existing saved criteria and click OK.

This will generate the segment based on the selected criteria.

Reuse Logged Segments

We can reuse logged segments as well. We usually log segments, when we are finished with the actions and we want to keep historical data for the segments.

Create a New segment.

Click Segment, Reuse Segment.

Select a logged segment and click OK.

This will generate the segment based on the selected logged segment.

Ways to Segment Markets

Segmentation can be based on any number of criteria selected to suit a particular purpose, and each class may be segmented in more than one way.

Market segments can be defined by demographic characteristics such as gender, geography, age, occupation and wealth. Demographic categories can also be refined or customized.

Customers can also be segmented by attitude or psychological profiles, such as willingness to engage in social media or self-identification in a social group.

Historic Segmentation vs Customer-Driven Segmentation

  • Historically, market segments were based, in the worst case, on preconceptions about the behaviors or desires of certain groups or, in the best case, on research into small “representative” groups of customers.
  • Predictive segmentation can be inaccurate.
  • Today, segments can be defined by customers’ actual buying behaviors, and the result is more accurate segmentation.
  • Three different ways of segmentation might occur in a customer-driven strategy:
    • Segmentation by customer value to the business
    • Segmentation by customer needs
    • Segmentation by preferred contact channel

Segmentation by Customer Value

  • The greater the customer’s value, the better the treatment the customer receives.
  • Leading-edge organizations aim to acquire and retain profitable customers and get them to spend more.
  • Generally, a small percentage of the customer base – about 20% or less – provides a significantly higher percentage of revenues or profits. This relationship is known as the Pareto Principle.
  • The diagram below depicts how a small number of customers can generate a disproportionately large amount of profit:

Segmentation by Customer Needs

  • When we begin to discuss what services or product features profitable customer’s desire, we are moving into the second form of segmentation – segmentation by customer needs.
  • These needs may refer to specific product or service features, contact channels, or logistics channels (time and placement).
  • It is important for businesses to understand what customer want, why and how much. This is called a Value Profile.
  • Once the value profile has been created, a value proposition can then be drafted that details how each segment’s perception of value will b fulfilled by the product or service.
  • The value proposition is a key part of the promotional strategy and customer relationship.

Segmentation by Preferred Channel

  • Because of potential savings, some business sectors have chosen to reward customers that use technology channels, such as a discount for setting up automated bill payment.
  • Another option is to educate customers on the benefits of a particular channel. For example, automated call answering systems usually refer callers to Web sites for faster service and a chance to avoid a lengthy wait in a phone queue.