223 lines
8.0 KiB
Markdown
223 lines
8.0 KiB
Markdown
---
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show-content: true
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---
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# Marketing Automation
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Use the Odoo **Marketing Automation** application to create dynamic campaigns with actions that
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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 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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:::
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```{eval-rst}
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.. cards::
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.. card:: Audience targeting
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:target: marketing_automation/target_audience
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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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```
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## Configuration
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To begin, make sure the **Marketing Automation** application is {ref}`installed <general/install>`.
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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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:::
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(marketing-automation-campaigns)=
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## Campaigns
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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 and click
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the {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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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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{doc}`campaign template <marketing_automation/campaign_templates>` cards:
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- {icon}`fa-tag`
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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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- {icon}`fa-hand-peace-o`
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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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- {icon}`fa-check-square`
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{doc}`Double Opt-in
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<marketing_automation/campaign_templates/double_optin>`
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{guilabel}`Send an email to new recipients to confirm their consent.`
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- {icon}`fa-search`
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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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- {icon}`fa-phone`
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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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- {icon}`fa-star`
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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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:alt: Six campaign template cards on the Campaigns dashboard of the Marketing Automation
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: app.
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```
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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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:::{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 search bar, then press {kbd}`Enter`.
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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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:::
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## Targets and filters
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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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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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### Records
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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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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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### Participants
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The records that are engaged by the campaign are referred to as *participants*.
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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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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}`Audience targeting <marketing_automation/target_audience>`
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:::
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## Workflow
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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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*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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- {ref}`Email <marketing_automation/email-activity-type>`: an email that is sent to the target
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audience.
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- {ref}`Server action <marketing_automation/sa-activity-type>`: an internal action within the
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database that is executed.
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- {ref}`SMS <marketing_automation/sms-activity-type>`: a text message that is sent to the target
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audience.
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:::{seealso}
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{doc}`marketing_automation/workflow_activities`
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:::
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## Testing and running
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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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:::
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## Reporting
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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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:::
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```{toctree}
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:titlesonly: true
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marketing_automation/target_audience
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marketing_automation/workflow_activities
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marketing_automation/testing_running
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marketing_automation/understanding_metrics
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marketing_automation/campaign_templates
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```
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