Understanding campaigns

A campaign is a set of tasks, defined for specific population segment and completed during a defined time period to accomplish a specific goal. For example, a typical business campaign defines a set of communication tasks that channel information to a segment of customers or prospects. The most typical campaign generates advertising messages to customers in a selected market segment. Common goals of an advertising campaign are web site visits and online purchase transactions made by customers.

BIRT Analytics supports automating campaign tasks associated directly with events or conditions that occur in your database. For example, a forecast analysis predicts a seasonal percentage increase in purchases by customers. Also, association rules modeling shows what additional items a purchasing customer typically buys. By defining a campaign strategy that includes seasonal timing and targeted messaging, your company can effectively persuade a customer to buy an additional item or upgrade to one having a higher profit margin.

Further refining this idea, you can design specific messaging delivered to select market segments, based on data that you collect from that specific segment. For example, analyzing the profile of a customer who responds by purchasing one item enables your website to offer suggestions about similar products to other customers having a similar profile.

Through various supported media, you may also reach members of the following markets:

Electoral voters

Financial services clients

Grocery store customers

Hospital patients

This section explains how BIRT Analytics supports planning, creating, managing, and automating activities that comprise sophisticated business campaigns.

Copyright Actuate Corporation 2013

BIRT Analytics 4.2