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Campaign Management - docs.adobe.com

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Campaign Management
You are reading the Adobe Experience Manager 6.1 version of Campaign Management.
This documentation is also available for the following versions: AEM 6.0 (www.adobe.com/docs/en/aem/60/author/personalization/campaigns.html) AEM 5.6.1 (www.adobe.com/docs/en/cq/5-6-1/wcm/campaigns.html) AEM
5.6 (www.adobe.com/docs/en/cq/5-6/wcm/campaigns.html) CQ 5.5 (www.adobe.com/docs/en/cq/55/wcm/campaigns.html) CQ 5.4 (www.adobe.com/docs/en/cq/5-4/wcm/campaigns.html) CQ 5.3
(www.adobe.com/docs/en/cq/5-3/wcm/campaigns.html)
Campaign management provides digital marketers the opportunity to deliver personalized content and so create
dedicated experiences for visitors.
It allows you to orchestrate your marketing campaigns across the web, email and mobile services and so engage your
visitors. You can create content, segment visitors, push and promote targeted content for specic user proles and
manage campaigns across multiple channels.
This document describes the various elements that make up campaigns. More detailed information is available in the
following documents:
Teasers and Strategies (www.adobe.com/docs/en/aem/6-1/author/personalization/campaigns/teasers-andstrategies.html)
E-mail Marketing (www.adobe.com/docs/en/aem/6-1/author/personalization/campaigns/email-marketing.html)
Landing Pages (www.adobe.com/docs/en/aem/6-1/author/personalization/campaigns/landingpages.html)
Target oers (www.adobe.com/docs/en/aem/6-1/author/personalization/campaigns/target-oers.html)
Working with the Marketing Campaign Manager (www.adobe.com/docs/en/aem/61/author/personalization/campaigns/marketing-campaign-manager.html)
Understanding Segmentation (www.adobe.com/docs/en/aem/61/author/personalization/campaigns/segmentation-overview.html)
Setting up your campaign (www.adobe.com/docs/en/aem/6-1/author/personalization/campaigns/setting-up-yourcampaign.html)
Campaign management is made up of various elements:
Brands
In CQ, brands are the top level unit and form a collection of Campaigns.
Campaigns
A campaign is a collection of individual Experiences.
Experiences
The focused content forms the various experiences, presented to the visitor at Touchpoints. There are several
types of experience available:
Teasers
Teaser Pages / Paragraphs (www.adobe.com#Teasers) are used to steer specic visitor Segments to content
that is focused on their interests.
Teaser pages can:
present a range of options for the visitor to choose from
show only one teaser paragraph that is based on the specic visitor segment; for example, the teaser
paragraph shown may be dependent on the age of the visitor.
Typically a teaser page is a temporary action that will last for a specic period of time, until it is replaced by
the next teaser page.
Newsletters
E-mail Communications (www.adobe.com#E-mail Marketing) are used to engage users and encourage them
to visit your web site. These usually take the form of a newsletter, sent to your Leads (which are usually
grouped into Lists).Note:Adobe is not planning to further enhance this capability.Recommendation is
toleverage Adobe Campaign and the integration to AEM (www.adobe.com/docs/en/aem/61/administer/integration/marketing-cloud/campaign.html) .
Test&Target
This allows integration with Adobe's Test&Target which gives marketers a conversion website optimization
tool with the necessary capabilities to continually make their online content and oers more relevant to their
customersyielding greater conversion. Test&Target provides an intuitive interface for designing and
executing tests, creating audience segments and targeting contentall from a single application.
Touchpoints
These are the points of contact between the visitor and your campaign. The touchpoints are connected to the
experiences that you have created.
For example, for teasers it is the content page where the teaser paragraph is located, for a newsletter it is the

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mailing list.
Leads
The information that you have collected about your visitors and how to contact them forms the basis for your
leads. Note: Adobe is not planning to further enhance this capability.
Recommendation is to leverage Adobe Campaign and the integration to AEM (www.adobe.com/docs/en/aem/61/administer/integration/marketing-cloud/campaign.html) .
Lists
Leads are usually grouped into lists so that you can take collective action on them. Note: Note: Adobe is not
planning to further enhance this capability.
Recommendation is to leverage Adobe Campaign and the integration to AEM. (www.adobe.com/docs/en/aem/61/administer/integration/marketing-cloud/campaign.html)
Segments
Site visitors have dierent interests and objectives when they come to a site. Analyzing this according to factors
such as activity on the website, prole information registered and activity on other websites, helps you to dene
segments. Content can then be specically targeted to the visitor's needs and interests according to the
segment(s) they match.
MCM
The Marketing Campaign Manager (MCM) is a console that allows you to access all the functionality you need to
create and control your campaigns, brands, experiences, touchpoints, leads, lists, segments and reports.
It can be accessed from various locations (labelled as Campaigns), or with, for example, the URL:
http://localhost:4502/libs/mcm/content/admin.html

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