The marketing events should be accountable in terms of their ROI. Any marketing campaign doesn't end with the successful execution, it needs to be measured in terms of the response received and key patterns identified.
In the previous chapter, you learned how to automate your campaign management process using Microsoft Dynamics CRM 2013. In this chapter, you will take a step further to understand how Microsoft Dynamics CRM 2013 can also let you reconcile campaign responses and help measure performance. You will learn how to capture and manage campaign responses using Microsoft Dynamics CRM 2013.
We will cover the following topics in this chapter:
A campaign response in Microsoft Dynamics CRM 2013 allows you to capture the result of a campaign. Campaign responses could be manual, where you record the response based on inputs you received from a feedback channel. Microsoft Dynamics CRM 2013 also allows you to automate the process of creating a corresponding response. This is possible for e-mail campaigns. Microsoft Dynamics CRM 2013 provides the option to configure an e-mail tracking system that can trigger an e-mail reply received from a user to automatically create a campaign response.
The marketing Systems Settings dialog box shown in the following screenshot provides a set of options to automate the campaign response capturing process:
The second option in the Marketing tab of System Settings dialog box enables you to specify whether you want campaign responses to be automatically created from an incoming e-mail activity. If e-mail tracking is enabled, you will also have the option to let users get a "Do Not Send Marketing Material" link in the e-mail, clicking on which will auto-unsubscribe them.
In addition to manually or autocreating a campaign response, you can also promote distributed campaign activities into a response or import a response using the Import Data Wizard in Microsoft Dynamics CRM 2013. Let's first explore the steps to create a campaign response.
In your Microsoft Dynamics CRM 2013 instance, perform the following steps to create a campaign response:
The default response represented by Response Code is set to Interested. You can however change it to Not Interested, Do Not Send Marketing Material, or Error depending on the response you captured from the customer.
Note that if the response is automated, then Channel will automatically indicate the activity from where the response was generated, and the fields such as Subject and Response Code will be auto populated.
A campaign response can also be created by promoting a campaign activity into a response. Perform the following steps to promote an e-mail activity into a campaign response:
Now that you have successfully created a campaign response in Microsoft Dynamics CRM 2013, let's explore the tasks you can perform to manage the lifecycle of a response.