[IMP] marketing automation: overview content
closes odoo/documentation#7711 Signed-off-by: Samuel Lieber (sali) <sali@odoo.com> Co-authored-by: ksc-odoo <73958186+ksc-odoo@users.noreply.github.com> Co-authored-by: meng-odoo <101904966+meng-odoo@users.noreply.github.com>
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====================
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Marketing Automation
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====================
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The Odoo *Marketing Automation* app automates a variety of marketing tasks by combining specific
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rules and filters to generate timed actions. Instead of manually having to build each stage of a
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campaign (like a series of timed massmails), the *Marketing Automation* app allows marketers to
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build the entire campaign, and all of its stages, in one place---on one dashboard.
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The Odoo *Marketing Automation* application enables users to create dynamic campaigns with actions
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that automatically occur within a defined duration, such as sending a series of timed mass emails or
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engaging with leads based on their interactions with marketing campaigns.
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While the application is designed to be user-friendly for quickly creating, launching, and reviewing
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marketing campaigns, it also provides advanced features to automate repetitive tasks throughout the
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database.
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Get started by creating a :ref:`new campaign from scratch <marketing_automation/campaigns>` or start
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with a :ref:`campaign template <marketing-automation/campaign-templates>`.
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.. seealso::
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`Odoo Tutorials: Marketing <https://www.odoo.com/slides/marketing-27>`_
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Campaign configuration
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======================
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.. cards::
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To create a new automated marketing campaign, navigate to :menuselection:`Marketing Automation app
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--> New` to reveal a blank campaign form.
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.. card:: Target an audience
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:target: marketing_automation/target_audience
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.. image:: marketing_automation/blank-marketing-campaign-form.png
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Configure the target audience for a campaign.
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.. card:: Workflow activities
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:target: marketing_automation/workflow_activities
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Define the activities that occur within a campaign.
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.. card:: Testing/running campaigns
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:target: marketing_automation/testing_running
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Launch a test or run a campaign.
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.. card:: Campaign metrics
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:target: marketing_automation/understanding_metrics
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Review the metrics of a campaign.
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Configuration
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=============
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To install the *Marketing Automation* application, navigate to the :menuselection:`Apps application`
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and search for `Marketing Automation`.
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In the list of results, click the :guilabel:`Activate` button on the :guilabel:`Marketing
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Automation` application to install it.
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.. important::
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Installing the *Marketing Automation* application also installs the :doc:`Email Marketing
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<email_marketing>` app, as most features of Odoo *Marketing Automation* are dependent on that
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specific application.
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Additionally, install the :doc:`CRM <../sales/crm>` and :doc:`SMS Marketing <sms_marketing>`
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applications to access *all* of the features available in *Marketing Automation*.
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The following documentation assumes that all three of these dependent applications are installed
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on the database.
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.. _marketing_automation/campaigns:
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Campaigns
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=========
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A *campaign* refers to a workflow of activities that are automatically executed to a target
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audience, based on predefined filters, triggers, and durations of activities.
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A new campaign can be created from scratch or from a :ref:`template
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<marketing-automation/campaign-templates>`.
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To create a campaign, navigate to the :menuselection:`Marketing Automation` application, from the
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main Odoo dashboard, to open the :guilabel:`Campaigns` dashboard. From here, click the
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:guilabel:`New` button to reveal a new campaign form.
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.. _marketing-automation/campaign-templates:
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Campaign templates
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------------------
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Odoo provides six campaign templates to help users get started. The campaign template cards **only**
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display when there are no existing campaigns in the database. Once a campaign has been created, the
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template cards on the *Campaigns* dashboard are replaced with a Kanban view of the existing
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campaigns.
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To get started with a template, navigate to the :menuselection:`Marketing Automation` application,
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from the main Odoo dashboard, to open the :guilabel:`Campaigns` dashboard, which displays six
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campaign template cards:
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- | :guilabel:`🏷️ Tag Hot Contacts`
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| :guilabel:`Send a welcome email to contacts and tag them if they click it.`
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- | :guilabel:`✌️ Welcome Flow`
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| :guilabel:`Send a welcome email to new subscribers, remove the address that bounced.`
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- | :guilabel:`☑️ Double Opt-in`
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| :guilabel:`Send an email to new recipients to confirm their consent.`
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- | :guilabel:`🔍 Commercial prospection`
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| :guilabel:`Send a free catalog and follow-up according to reactions.`
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- | :guilabel:`📞 Schedule Calls`
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| :guilabel:`If a lead is created for existing contact, schedule a call with their salesperson.`
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- | :guilabel:`⭐️ Prioritize Hot leads`
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| :guilabel:`Send an email to new leads and assign them a high priority if they open it.`
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.. image:: marketing_automation/campaigns-dashboard.png
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:align: center
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:alt: A blank marketing automation campaign form in Odoo Marketing Automation application.
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:alt: Six campaign template cards on the Campaigns dashboard of the Marketing Automation app.
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After entering a name for the marketing campaign, configure the target audience in the remaining
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fields.
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These templates are designed to be used as starting points for creating new campaigns. Click one of
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the template cards to open the campaign form.
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A target audience can be configured by entering specific criteria for Odoo to use when determining
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to whom this marketing automation campaign should be sent.
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.. tip::
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To display the campaign template cards again after a campaign has been created, type the name of
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a campaign that does **not** exist in the database into the :guilabel:`Search...` bar, then press
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:kbd:`Enter`.
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In the :guilabel:`Target` field, use the drop-down menu to choose which model the target audience
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filters should be based on (e.g. :guilabel:`Contact`, :guilabel:`Lead/Opportunity`,
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:guilabel:`Sales Order`, etc.).
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For example, searching for `empty` displays the campaign template cards again, as long as there
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is not a campaign with the name "empty" in the database.
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Select :guilabel:`Search More...` from the drop-down menu to reveal a :guilabel:`Search: Target`
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pop-up window containing all of the available targeting options.
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Targets and filters
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===================
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Once a :guilabel:`Target` is selected, there's a :guilabel:`Unicity based on` field. This field is
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used to avoid duplicates based on the model chosen in the :guilabel:`Target` field.
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On the campaign form, the :guilabel:`Target` and :guilabel:`Filter` section, also referred to as the
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domain, contains the fields used to define the target audience for the campaign's reach (i.e.,
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the unique contact records in the database).
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.. example::
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If :guilabel:`Customers` is chosen as the :guilabel:`Target`, select :guilabel:`Email` in the
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:guilabel:`Unicity based on` field so Odoo only processes one record for each customer email
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address.
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The target audience specifies the type of records available for use in the campaign, such as
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*Lead/Opportunity*, *Event Registration*, *Contact*, and more.
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Select :guilabel:`Search More...` from the :guilabel:`Unicity based on` drop-down menu to reveal all
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available options in a pop-up window.
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Records
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-------
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Last on the campaign form is the :guilabel:`Filter` field. This is where more specific targeting
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options can be layered into the campaign to further narrow the number and type of recipients that
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receive the marketing automation material.
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The contacts in the system that fit the specified criteria for a campaign are referred to as
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*records*.
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If left alone, the :guilabel:`Filter` field reads: :guilabel:`Match all records`. That means Odoo
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uses the :guilabel:`Target` and :guilabel:`Unicity based on` fields to determine who the recipients
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will be. The number of recipients is represented beneath as :guilabel:`record(s)`.
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The number of records that are displayed next to the campaign :guilabel:`Filter` represent the total
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number of records the campaign is targeting.
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Campaign filter rules
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---------------------
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Participants
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------------
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To add a more specific filter to a marketing automation campaign, click the :guilabel:`Add
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condition` button in the :guilabel:`Filter` field. Doing so reveals a series of other configurable
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filter rule fields.
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The records that are engaged by the campaign are referred to as *participants*.
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In the rule fields, customizable equations can be configured for Odoo to use when filtering who to
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include or exclude in this specific marketing campaign.
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The number of participants engaged in a test run are shown in the *Tests* smart button, which
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displays on the top of the campaign form after a test has been run.
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.. image:: marketing_automation/filter-node-equation-fields.png
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:align: center
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:alt: How the filter rule equation fields look in Odoo Marketing Automation campaigns.
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.. note::
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:guilabel:`Records` refer to contacts in the system that fit the specified criteria for a
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campaign.
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Also, once :guilabel:`Add condition` is clicked, the ability to :guilabel:`Save as Favorite Filter`
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becomes available on the campaign form.
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There is also the option to match records with :guilabel:`all` or :guilabel:`any` of the rules
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configured in the :guilabel:`Filter` field.
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To choose either of those options, click :guilabel:`all` from the middle of the sentence
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":guilabel:`Match records with all of the following rules`" to reveal a drop-down menu with those
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options.
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.. image:: marketing_automation/match-all-any-rules-drop-down.png
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:align: center
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:alt: Match records with all or any of the rules in Filter field for marketing campaigns.
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When the first field of the rule equation is clicked, a nested drop-down menu of options appears on
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the screen where specific criteria is chosen based on needs of the campaign.
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The remaining fields on the rule equation further define the criteria, which is used to determine
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which records in the database to include or exclude in the execution of the campaign.
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To add another rule, either click the :guilabel:`➕ (plus sign)` icon to the right of the filtering
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rule, or click :guilabel:`New Rule` beneath the rule equation fields. When either are clicked, a new
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series of rule fields appears.
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To add a branch of multiple rules at the same time, click the :guilabel:`branch` icon, located to
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the right of the :guilabel:`➕ (plus sign)` icon. When clicked, two additional sub-rule equation
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fields appear beneath the initial rule.
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.. image:: marketing_automation/rule-branch-filter-sample.png
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:align: center
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:alt: Sample of how the rule branches look in the filter section of a marketing campaign.
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There is also the option to have the filter apply to :guilabel:`any` or :guilabel:`all` of the
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configured branch rules.
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For further information on marketing automation campaign filter configuration, refer to the
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:doc:`marketing_automation/target_audience` documentation.
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The number of participants engaged in a running, or stopped, campaign are shown in the
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*Participants* smart button at the top of the campaign form.
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.. seealso::
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- :doc:`marketing_automation/target_audience`
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- :doc:`marketing_automation/workflow_activities`
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- :doc:`marketing_automation/testing_running`
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- :doc:`marketing_automation/understanding_metrics`
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:doc:`Target an audience <marketing_automation/target_audience>`
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Workflow
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========
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A *workflow* consists of an activity, many activities, or a sequence of activities organized in a
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campaign. A campaign's workflow is defined in the :guilabel:`Workflow` section of the campaign form.
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Activities
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----------
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*Activities* are the methods of communication or server actions, organized in a workflow, that are
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executed within a campaign. Once running, each activity displays the number of participants that
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are engaged by the activity as *Success* and *Rejected* counts.
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To create one of the following activities, click :guilabel:`Add new activity` in the
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:guilabel:`Workflow` section of the campaign form:
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- :guilabel:`Email`: send an email to the target audience.
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- :guilabel:`SMS`: send an SMS to the target audience.
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- :guilabel:`Server Action`: executes an automated action.
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.. seealso::
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:doc:`marketing_automation/workflow_activities`
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Testing and running
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===================
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Once a campaign has been created, it can be tested to ensure the workflow is functioning as
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expected, to check for errors, and correct any mistakes before it reaches its target audience.
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After testing, the campaign can be launched to start engaging the target audience. The campaign can
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also be launched *without* testing, if the user is confident in the workflow.
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.. seealso::
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:doc:`marketing_automation/testing_running`
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Reporting
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=========
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A range of reporting metrics are available to measure the success of each campaign. Navigate to
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:menuselection:`Marketing Automation app --> Reporting` to access the following menu options:
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- :guilabel:`Link Tracker`: displays the metrics of links to track the number of clicks.
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- :guilabel:`Traces`: displays the results of all activities from all campaigns.
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- :guilabel:`Participants`: displays an overview of the participants of all campaigns.
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Additionally, each activity within the workflow of a campaign displays its engagement metrics.
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.. seealso::
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:doc:`marketing_automation/understanding_metrics`
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.. toctree::
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:titlesonly:
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