Marketing Schedule
The marketing schedule provides a panoramic view of the marketing service activity.
All the active marketing campaigns are listed here. Each marketing operation is grouped under the campaign concerned.
Based on all the campaigns and operations the schedule derives a marketing budget and is used to match this budget against the actual cost basis engaged in the management of the operations.
The marketing schedule is base on two distinct notions that must be defined:
- The marketing campaigns
- The marketing operations
The marketing campaigns represent the wider intentions and objectives of a marketing service for a given period. For example this could be:
- Develop a wider recognition of a product or organization
- Increase a market knowledge
- Attempt to open up a new market
- Set up a distribution network
Etc.
The marketing operations represent the actual operational methods put in place to achieve the objectives set by the marketing campaign It is possible to manage four large groups of operations:
- The mass mailings
- The call campaigns
- The trade shows and other professional events
- The advertising campaigns in all forms of media
The marketing schedule provides a unique entry point to access the detail of this type of information.
From the schedule, it is possible to both define the new marketing campaigns and also to close certain marketing campaigns or operations.
Prerequisite
Refer to documentation Implementation
Screen management
Header
Presentation
Planned budget
This field totals the amounts entered in the Planned budget field for all the active marketing campaigns. If all the planned campaigns have been entered, it could be said that this field represents the budget available to the marketing service.
Committed budget
This field totals the actual costs for all the operations associated with all the active marketing campaigns. This field represents the total of committed expenses for carrying out the defined marketing campaigns.
Either
This field is used to measure the variance between the expense previsions established for all the marketing campaigns and the actual committed amounts.
If the value of this field is greater than 100, it means that the marketing service has exceeded its budget.
Currency
This field is used to value all the financial information in a single currency. Indeed, each campaign or operation can be described in a different currency.
The user can modify the marketing schedule currency. Each time a new currency is entered, the totality of the marketing schedule is recalculated.
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Fields
The following fields are present on this tab :
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This field is used to value all the financial information is a single currency. In fact, each campaign or operation can be described in a different currency. The user can modify the marketing schedule currency. Each time a new currency is entered, totality of the marketing schedule is recalculated. |
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Tab Marketing Schedule
Presentation
Marketing campaign
This column contains either the marketing campaign name or the marketing operation name. In the latter case, the name is displayed slightly indented from the start of the column.
If this field displays the marketing campaign name, a contextual menu "Marketing operations" is available.
If the symbol "+" is displayed in the first column, a click on this menu leads to the display of all the operations associated with the campaign.
If the symbol "-" is displayed in the first column, a click on this menu deletes the display of the operations associated with the campaign.
Operation type
This field is only relevant for those lines linked to a marketing operation. It specifies the type of the operation displayed. This can be one of four possible operation types (Mass mailing, Call campaigns, Professional trade shows & exhibitions, Media campaigns).
Start/End
In the case of mass mailing campaigns only the Start field is used. If this field is empty, it signifies that the mailing has not yet been dispatched. If a date is indicated, this represents the dispatch date for the mailing.
On the other hand, for all the other operation types the Start and End fields are always entered and represent the duration of the operation.
Budget
If the line concerns a marketing campaign, this field shows the planned budget for the campaign.
If the line concerns a marketing campaign, this field shows the actual amount assigned to carry out the operation.
Site
This site specifies the site that has the management responsibility either for the marketing campaign or for the marketing operation.
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Fields
The following fields are present on this tab :
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Action icon
This menu is used to access the marketing operations associated with the selected marketing campaign.
Detail
This menu is used to access the marketing campaign detail.
This contextual menu is only accessible from a line linked to a marketing campaign.
This function is used to close in a single operation, both the selected marketing campaign and all the non-closed call campaigns associated with the marketing campaign.
As a result of the closure of a marketing campaign it disappears from the marketing schedule. It is advised that the closure of a marketing campaign takes place when its appointed end is exceeded and that all its operations have been successfully completed. In this way, the marketing schedule is made up of only the truly active campaigns and operations.
If one or more call campaigns currently being processed are associated with the closed campaign, all the calls remaining to be carried out for its operations are deleted. The phone campaigns are then themselves closed.
If this menu is active, a warning message for the closure of a marketing campaign is generated: "Do you confirm the closure of the marketing campaign and all its associated operations? Yes - No "
Operation closure
This contextual menu is accessible only from a line linked to an open call campaign type operation.
It is used to close the selected call campaign. The closure results in the deletion of all the calls that remain to be carried out for this operation.
The call campaign will remain displayed in the schedule as long as the marketing campaign is not closed.
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Menu Bar
Menu Bar
Save / Actions / Marketing Campaign
This menu is used to save a Marketing campaign from the Marketing schedule.
Actions / Budget analysis
Error messages
In addition to the generic error messages, the following messages can appear during the entry :
Error whilst loading the marketing schedule.
This message is displayed when the marketing schedule work tables could not be correctly loaded. If this message is displayed, the marketing schedule is no longer in the position to present valid information.