[IMP] marketing automation: overview content

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