without waiting for an SGF paper, the following outlines the basic steps / considerations for Optimization of MA Campaigns by MO:
- Create standard MA Campaign(s) with Marketing Cells and Communications.
- All the Marketing Cells must be at the same subject type/level.
- All the Communications must be Ready. So basically, can’t do 2nd communication based on Response node from 1st Communication. But follow-up communications can be achieved via different approach.
- Create a Campaign Group, and Add campaigns from 1 as members. All Campaigns must be at same subject level.
- Select the Optimization Method. Analytical or Prioriity Based. For Analytical, need to assign 1 or more scores for each Marketing Cell/Communication. This assignment can either be done in individual campaigns or in Campaign Group. (note the Business Context defines the Score Columns available for assignment of Scores within Campaign Group/Campaigns.
- Constraints such as Budget, Inclusions, Contact rules can be specified in Group or Campaigns. (In general, I’d recommend doing it in the campaign group)
- For Analytical Optimization Types, In Optimization Group Data section, Generate Optimization Data. This will create the MO input tables for all the campaigns/Communications in the Campaign group.
- Below is only available for Analytical Optimizaiton. Priority Based optimizations have everything specified in the Campaign Gorup, including the Priority of each Marketing Cell.
- Once the Optimization Data is generated, an Optimization Scenario can be created. This can be done from within the Campaign Group or from CI Studio/Scenarios.
- The Scenario will be prepopulated with constraints specified in the Campaigns/Group. Additional constraints can be added and additional scenarios can be created and compared. The Scenario will need to have an Optimization Objective specified
- Once the Scenarios have been compared, one Scenario is marked as Preferred Scenario. At this point the campaign Group can be executed. Standard Scheduling options are available.
Hope this helps. If there is a specific business case or objective you’re trying to achieve, post details back to the CI Community