User Guide


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TouchPoint uses templates to control how it processes data and manage its solicit generation. Much like Microsoft Office templates, TouchPoint Templates contain default settings and configurations that are used during campaign design, execution, and output.

In order to function, TouchPoint requires two types of templates:

  • Campaign Template – used mainly to set up defaults for Promotion History tracking. These templates also contain options that let you embed business rules and create customized processing logic at various points within your campaigns. Different campaign templates can be created for different types of campaigns, but a single campaign can have only a single campaign template.
  • Solicit Templates – used to define and configure campaign solicitation channels (e.g., Direct Mail, Catalog, Email, Telemarketing, SMS Text, Social Media, and so on). One solicit template is required for each channel, and a single campaign can use any number of solicit templates.
Note

Template Wizards require administrative permissions. If you are need access, contact your MarketWide Administrator.


MarketWide provides easy-to-use wizards to assist in the building of Campaign Templates and Solicit Templates. These wizards guide you through the necessary steps to create the templates based on the needs of your organization. The wizards can be found within TouchPoint in the Tools menu and are also available from the MarketWide main window by clicking Tools, then Templates.

Topics

Table of Contents

Campaign Template Wizard

The Campaign Template Wizard is used to create and modify campaign templates. It walks you through the steps needed to set up Promotion History tracking tables used for a campaign, and it tells TouchPoint how customers are identified. You can also use the wizard to create campaign rules and defaults, such as standard excludes or common campaign settings. You can build as many campaign templates as you like, but a single campaign can use only one campaign template.

Note

The Campaign Template Wizard requires administrative permissions. If you are need access, contact your MarketWide Administrator.

The Campaign Template Wizard can be opened within TouchPoint by clicking Tools and then selecting Manage Campaign Templates (). It is also available from the MarketWide main window by clicking Tools, then Templates, and finally Campaign Template Wizard.

Tabs on the Campaign Template Wizard
The Campaign Template Wizard contains a set of tabs, each designed to support a subset of related settings within the overall framework. As each tab is completed, clicking Next advances to the subsequent tab.

Tab Title

Purpose

Campaign Template Wizard

Initial tab, allows you to choose a template for editing or create a new template

Choose Tables and Fields

This is where you choose the promotion history tables for your template, and select the required fields needed by TouchPoint

Campaign Table Information

Sets the mappings for the campaign table chosen for this template

Segment Table Information

Sets the mappings for the segment table chosen for this template

Promo History Table Information

Sets the mappings for the promotion history table chosen for this template

Customize and Commit

Final tab where you save and name the template, also lets you establish default criteria and settings for campaigns based on this template, and finally it lets you attach optional SQL post processes

Campaign Template Wizard

This initial tab lets you create, edit, rename, or delete a campaign template.

  • To create a new template, select [Create New Template], then click Next to begin setting the tables and fields used for promotion history tracking.
  • To edit an existing template, select the template you wish to edit. Then click Next to begin modifying your campaign settings.
  • To rename a template, right-click the template you wish to change and choose Rename.
  • To delete a template, right-click the template name and choose Delete.

Choose Tables and Fields

This tab in the Campaign Template Wizard lets you select the promotion history tables and tracking fields needed for your campaign.

Tables

Campaign Tables store information about all TouchPoint campaigns, commonly referred to as

Promotion History. Three tracking tables are used as shown below.

Table

Purpose

Campaign

Contains summary-level information for the entire campaign, such as a campaign description, campaign date, and the name of the person who generated the campaign.

Segment

Stores data for each segment in a campaign. For example, marketers typically need to assign a keycode or match code to each segment so in order to track response information later, letting you see what segments perform better than others.

Promo History

Captures individual-level data about all the customers or prospects that are marketed to by a campaign, along with the campaign, effort, and segment. Additional data such as such as customer pass-thru fields can be captured as well.


To select each promotion history table, click the SQLManager button (  ) to open SQLManager, navigate to

Tip
titleCreating or Editing Campaign Templates

Open the Campaign Template Wizard. To create a new template, select [Create New Template]. To edit an existing template, select the template you wish to edit. Then click Next to begin setting the tables and fields used for promotion history tracking.

The first tab in the Campaign Template Wizard lets you select the promotion history tables and tracking fields needed for your campaign.

Tables

Campaign Tables store information about all TouchPoint campaigns, commonly referred to as

Promotion History. Three tracking tables are used as shown below.

Table

Purpose

Campaign

Contains summary-level information for the entire campaign, such as a campaign description, campaign date, and the name of the person who generated the campaign.

Segment

Stores data for each segment in a campaign. For example, marketers typically need to assign a keycode or match code to each segment so in order to track response information later, letting you see what segments perform better than others.

Promo History

Captures individual-level data about all the customers or prospects that are marketed to by a campaign, along with the campaign, effort, and segment. Additional data such as such as customer pass-thru fields can be captured as well.

To select each promotion history table, click the SQLManager button (  ) to open SQLManager, navigate to and select the corresponding table, then click OK.

Note
  • Promotion History tables must be created by your database administrator.
  • The table names can differ from this document according to your company’s standards.
  • Campaign users require read/write permissions to these tables.

Fields

These are the system fields are required by TouchPoint for campaign processing:

Field

Purpose

Customer Key

This is the field used to uniquely identify customers and/or prospects in your database, often referred to as a “CustomerID”. Each customer or prospect in your database should have a single Customer Key assigned, and it should never be reused for a different customer.

Campaign ID

Every TouchPoint campaign requires a unique identifier to be assigned, and it may not be reused by another campaign.

Segment ID

Within a TouchPoint campaign, each segment requires its own unique identifier, allowing it to be tracked separately from other segments. While Segment IDs must be unique within a single campaign, they can be reused within other campaigns. E.g., two different campaigns can each use the same Segment IDs.

Touch ID

This is the field that indicates each touch an individual receives within a campaign. A touch is basically a marketing communication (or solicit): direct mail, email, catalog, and so on. Every time an individual is solicited within a campaign, TouchPoint writes the Customer Key and Touch ID field into the Promo History Table, along with other information.

To select the Customer Key, click the Ellipses button (  ) and select the field used to uniquely identify customers in your database. You can use the DatabaseOwner or Table options drop down to narrow your field list.

To map the Campaign ID, Segment ID, and Touch ID fields; click the Drop Down button (  ) and

Note

TouchPoint system fields can differ from this document according to your company’s standards. However, the names must remain consistent across your entire database. In other words, you can’t define a Customer Key named “CustomerID” in one table and “CustomerNumber” in another.

After you’ve finished filling out your campaign tables and fields, click Next to proceed to the Campaign Table Information tab.

Campaign Table Information

The Campaign Table Information tab is used to map the fields on your Campaign table, allowing TouchPoint to know what values to write during campaign processing. One row is written to this table for every campaign, containing summarized information about the campaign. Tab 2 of the wizard shows every field on the Campaign table along with a dropdown list allowing you to indicate what TouchPoint does with the field.

You can also choose whether the field is required or not. Required fields cannot be left blank when users run and save campaigns.

For each listed field, click the associated Mapping dropdown list and choose from the options shown in the table below.

Mapping

Available For

Purpose

Prompt 

All fields

This mapping requires the user to enter a value for the field.

Ignore

All fields

Causes the field to be ignored by TouchPoint. This is generally used in cases where the database supplies a default value for the field, such as a row number or timestamp.

Query

All fields

Allows you to attach a custom SQL script to create your own automatic fill-in for the field.

Blank

Character fields

Sets the field to Blank.

Null

Nullable fields

Sets the field to Null.

Zero

Numeric fields

Sets the value to zero.

Increment Max

Campaign ID field

This setting causes TouchPoint to automatically increment the starting value for the field for each subsequent campaign ran using the template. For example, if the starting value is set to CAMPAIGN01, the next campaign will automatically be assigned CAMPAIGN02. This option is necessary for scheduled, recurring campaigns.

Total_Matches

Numeric fields

The total number of customers or prospects selected by the campaign. Available only for numeric fields.

Total_Kept

Numeric fields

The total number of customers or prospects who survived the campaign constraints (e.g., one per household).

Total_Solicits

Numeric fields

The total number of solicits generated by the campaign. Note that an individual can be solicited multiple times, and so this count will often exceed the Total_Kept count.

Total_Unique_Solicits

Numeric fields

This mapping returns the total number of individuals who received at least one solicit. Note that not everyone selected by a campaign gets solicited, for example where consumers opt out of various communications.

Status

Character fields

Stores the status of the campaign, indicating whether it’s active or complete. It is strongly recommended to have a one field in your campaign table mapped to this setting, allowing MarketWide to know what campaigns are active.

UserId

Character fields

The MarketWide User ID that ran this campaign.

Date_Time

Date fields

The date and time that the campaign was run.

When complete, click Next to move to the Segment Table Information tab.

Segment Table Information

The Segment Table Information tab is used to map the fields on your Segment table, allowing TouchPoint to know what values to write during campaign processing. One row is written to this table for every segment within a campaign, containing summarized information about that segment. Tab 3 of the wizard shows every field on the table, along with a dropdown list letting you choose what TouchPoint does with the field. You can also indicate whether the field is required or not. Required fields cannot be left blank when users run and save campaigns. Further, the following system fields should be preset and cannot be assigned:

  • The field selected for your Campaign_ID should be grayed out and set to “Pull_From_Campaign”,  indicating it will use the value assigned to the current campaign.
  • The field selected for your Segment_ID should be grayed out and set to Prompt, indicating that users will be prompted to enter a Segment ID for each segment.

For each remaining field in your Segment table, click the associated Mapping dropdown list and choose from the options shown in the table below.

Mapping

Available For

Purpose

Prompt 

All fields

This mapping requires the user to enter a value for the field.

Ignore

All fields

Causes the field to be ignored by TouchPoint. This is generally used in cases where the database supplies a default value for the field, such as a row number or timestamp.

Query

All fields

Allows you to attach a custom SQL script to create your own automatic fill-in for the field.

Blank

Character fields

Sets the field to Blank.

Null

Nullable fields

Sets the field to Null.

Zero

Numeric fields

Sets the value to zero.

Segment_Name

Character fields

Sets the field to the campaign segment name.

Segment_Description

Character fields

Sets the field to the campaign segment description.

Segment_Number

Numeric fields

Sets the field to the sequential segment number (e.g., 1, 2, 3) of the current segment.

Match_Count

Numeric fields

The number of individuals who matched the current segment.

Kept_Count

Numeric fields

The number of individuals that matched the current segment and survived the campaign constraints (e.g., one per household).

Solicit_Count

Numeric fields

The total number of solicits sent to the individuals selected by this segment. Note that a customer can be solicited multiple times within a single TouchPoint campaign, and so this count can exceed the Kept_Count.

Unique_Solicit_Count

Numeric fields

The total number of individuals selected by this segment who received at least one solicit. Note that not everyone selected in a campaign gets solicited, for example where consumers opt out of various communications.

After you’ve set up your segment table mappings, click Next to move to the Promo History Table Information tab.

Promo History Table Information

The Promo History Table Information tab is used to map the fields on your Promo History table, allowing TouchPoint to know what values to write during campaign processing. A row is written to this table each time a customer or prospect is touched (i.e., solicited) within a campaign. Tab 4 of the wizard shows every field on the table, along with a dropdown list letting you choose what TouchPoint does with the field. You can also indicate whether the field is required or not. Required fields cannot be left blank when users run and save campaigns. Further, the following system fields chosen on Tab 1 of the Campaign Template Wizard should be preset as follows:

  • The field selected for your Customer Key should be grayed out and the mapping should read “Customer Key”. This means that TouchPoint will write your Customer Key field into promotion history as customers are solicited.
  • The field selected for your Campaign ID should be grayed out and set to “Pull_From_Campaign”, indicating it will use the value assigned to the current campaign.
  • The field selected for your Segment ID should be grayed out and set to Pull_From_Segment, indicating that it will use the value assigned to the segment that selected each individual.
  • The field selected for your Touch ID should be enabled and offer two mapping values:

Mapping

Purpose

Auto_Assign

Choose this mapping if you want TouchPoint to automatically generate unique Touch IDs rather than having it entered by the user. Most marketers prefer not to use this setting, as a system generated code is more cryptic.

Prompt

This mapping allows (and requires) the user to enter a value for the touch. Touch IDs must be unique for every touch in a campaign.

For each remaining field in your Promo History table, click the associated Mapping dropdown list and choose from the options shown in the table below.

Mapping

Available For

Purpose

Prompt 

All fields

This mapping requires the user to enter a value for the field.

Ignore

All fields

Causes the field to be ignored by TouchPoint. This is generally used in cases where the database supplies a default value for the field, such as a row number or timestamp.

Query

All fields

Allows you to attach a custom SQL script to create your own automatic fill-in for the field.

Blank

Character fields

Sets the field to Blank.

Null

Nullable fields

Sets the field to Null.

Zero

Numeric fields

Sets the value to zero.

Touch_Sequence

Numeric fields

The sequential touch number for each solicited individual. For example, a person receiving two solicits (“touches”) will have Touch Sequences 1 and 2, in the order the touches occurred.

PassThru

All fields

Indicates that the field will be populated via a campaign Pass-Thru field.

Channel_Table

Character fields

The name of the channel table used by the touch. This field is required by MarketWide’s Campaign Editor program.

Solicit_Template

Character fields

The name of the solicit template used by the touch.

Touch_Description

Character fields

The user-entered description of the touch.

Date_Time

Date fields

The timestamp of when the touch occurred for each individual.

After you’ve set up your Promo History table mappings, Click Next to begin Customize and Commit window.

Customize and Commit

Customize and Commit is the final tab in the Campaign Template Wizard. It lets you assign default settings for any campaign based on this template, attach custom SQL scripts that run when certain events occur within the campaign, and assign a name to your Campaign Template.

Default Criteria

This section lets you set defaults for any campaign based on this template. Do this by clicking the Edit button, which opens a blank TouchPoint that operates in “Template Mode.” In this mode, you can build segments, excludes, constraints, set Pass-Thru and Tracking fields, and generally enter any criteria or option that you can when creating actual campaigns. When finished, click the Save button to save your default criteria and return to the Campaign Template Wizard.

Current Criteria

This section displays a brief notification for any default criteria saved within the template. If no default criteria exists, the section is blank.

Post Process

The Post Process section allows you to add a SQL query or stored procedure to perform additional steps at different points during the campaign process. Post Processes are advanced features that require knowledge of SQL.

Post Process

Purpose

‘On Commit’ SQL Script

This script runs whenever your campaign is committed, which happens automatically after the selection criteria has run, tracking tab information has been entered or has changed, and you save the campaign. Commits can also be applied manually within TouchPoint by clicking Campaign and then Commit. The On Commit script is generally used for cases where you need to update the campaign work table based on business rules. For example, the script might populate a ‘CreativeCode’ column based on characteristics of each individual, driving variable printing at a lettershop.

‘On Post’ SQL Script

This script runs automatically after each “Touch” occurs in a campaign. A possible use of an On Post script might be to update the database for each individual receiving a solicit, setting a “LastSolicitDate” field that provides a cooling off period for subsequent campaigns.

To select your SQL Script, click the Ellipses button (  ) and choose the appropriate file in your directory.

Save Template

Enter the name for your Campaign Template in the Save Template section. You can also change an existing template and save it under a different name.

When finished, click Finish to save your new template for use.

Solicit Template Wizard

The Solicit Template Wizard is used to create and modify solicit templates. It walks you through the steps needed to set up the output channels (direct mail, email, etc.) needed for your TouchPoint campaigns. There is no physical limit to the number of solicit templates – and by extension channels - that can be used within a single campaign. Also, once a solicit template has been created, it can be reused by any number of campaigns. It’s important to understand that campaigns cannot generate output without at least one solicit template in place.

Many MarketWide clients use only a single solicit template. If all you need is to generate an output file for sending to a lettershop, you’ll create your file layout only a single time using the Solicit Template Wizard. However, email and social outputs are more involved.

The Solicit Template Wizard can be opened within TouchPoint by clicking Tools and then selecting Manage Solicit Templates (  ). It is also available from the MarketWide main window by clicking Tools, then Templates, and finally Solicit Template Wizard.

Tabs on the Solicit Template Wizard
The Solicit Template Wizard contains a set of tabs, each designed to support a subset of related settings within the chosen channel framework. As each tab is completed, clicking Next advances to the subsequent tab. The number of tabs depends on the type of solicitation channel.

Tab Title

Purpose

Solicit Channel

Solicit Template Wizard

Initial tab, allows you to choose a template for editing or create a new template

All

Choose A Format

Determines the source of the data comes used to generate the solicit output, and lets you select the output format and channel table

All

Format Options

Allows you to customize and configure the solicit output

Mail, Social

Required Fields

Prompts you to map the system fields required for the current template

All

Channel Table Mappings

Determines what fields on the channel table will be supplied by the user during campaign creation vs. fields that will be supplied by TouchPoint

All

Setup Layout

Lets you choose the fields needed for your solicit output

All

Customize and Commit

Final tab where you save and name the template; also allows an optional SQL post process to be attached

All

Solicit Template Wizard

This initial tab lets you create, edit, rename, or delete a solicit template.

  • To create a new template, select [Create New Template], then click Next to begin creating your solicitation channel.
  • To edit an existing template, select the template you wish to edit. Then click Next to begin modifying your settings.
  • To rename a template, right-click the template you wish to change and choose Rename.
  • To delete a template, right-click the template name and choose Delete.

Choose a Format

This tab in the Solicit Template Wizard is where you choose the data source that contains the solicitation data, and lets you choose the output channel and select the channel table.

Solicit Input Section

This section identifies the source of the data used for solicit generation.

Field

Purpose

Table

The table, view, or System Object that contains the data needed to generate solicits. Typically, this is a view, or a System Object join. It must include the Promo History data being generated by the current campaign, along with required solicitation data such as name and address or email. Channel data may also be needed.

Choose a table to query by clicking the SQL Manager (  ) icon.

Filter

You can add an optional filter to your selected table to limit the data being processed.


Output Section

This section establishes the output (solicitation) channel.

Field

Purpose

Format

The following options are available:

  • File - this generates a physical solicit file; typically used for direct mail, catalog, and telemarketing.
  • Table – this option writes the output records into a database table.
  • Email – directs output to MarketWide’s email engine.
  • SMS – output is sent to MarketWide’s SMS Text engine.
  • Social – used to target the selected records with a Facebook ad.

Channel Table

The Channel table contains metadata pertaining to the selected channel. This data varies depending on channel. For example, an email channel needs a subject line and HTML file, while a direct mail channel might contain an envelope teaser.

Provider

This field applies to Email and SMS channels only. It identifies the system provider needed to communicate with the applicable service.

After you’ve finished filling out the input and output sections, click Next to proceed to the next tab.

Format Options

The Format Options tab is only available for when you select File as your format option on the Choose a Format tab.

File Format Options

These options apply to output files including but not limited to direct mail, catalog, or telemarketing.

Field

Purpose

File Format

Choose one of the following options:

  • Delimited – separates each field in the output file with a certain character, often a comma.
  • Fixed Width – used for fixed width output files, padding each field up to its maximum length with blanks.
  • CSV – this option is commonly used for compatibility with Excel.
  • XML – generates the output file in XML format.

Field Names as First Row

This applies to Delimited or CSV files. When chosen, it causes the first record in the output file to contain the field names of each output field.

Encoding

This is the text file encoding. Selectable values are: UTF8, UTF16, and ASCII. For standard text files, choose ASCII for this setting. The other options pertain to Unicode.

Delimited Options

These options apply to delimited files.

Field

Purpose

Delimiter

Choose or type the desired character as your field delimiter. Each field in the output file will be separated with this character.

Text Qualifier

This is an optional setting that surrounds text fields with the selected character, such as a double quote.

After you’ve finished filling out your format options, choose Next to proceed to the next tab.

Required Fields

The Required Fields tab lets you map the system and channel-specific fields needed by the template. The number of fields varies depending on the channel.

Standard Required Fields

Field

Purpose

Campaign ID

Choose the field that stores the Campaign ID. This is the unique identifier for the campaign.

Touch ID

Choose the field that stores the Touch ID. This field tracks each touch an individual receives within a campaign. A touch is basically a marketing communication (or solicit): direct mail, email, catalog, and so on. Every time a person is solicited within a campaign, TouchPoint writes the Customer Key and Touch ID field into the Promo History Table, along with other information.

Customer Key

 



Channel Specific Required Fields

Field

Channel

Purpose

Email Address

Email, Social

The name of the field that stores email address.

HTML File

Email

The field storing the HTML file name (i.e., email template).

Subject

Email

The field containing the email subject line.

Preheader

Email

The field containing the email preheader.

Once the required fields have been supplied, click Next to advance to the next tab.

Channel Table Mappings

The Channel Table Mappings tab lets you choose default values to be written into the Channel table for each touch based on this template. Each field in your current Channel table is shown on this tab.

  • The field selected for your Campaign_ID should be grayed out and set to “System”, indicating it will be set to the current Campaign ID in by the system.
  • The field selected for your Touch_ID should be grayed out and set to System, indicating that it will be set to the current Touch ID by the system.

For each remaining field in your Channel table, click the associated Mapping dropdown list and choose from the options shown in the table below. You can also indicate whether the field is required, which forces the user to supply a value.

Mapping

Available For

Purpose

Prompt 

All fields

This mapping requires the user to enter a value for the field.

Ignore

All fields

Causes the field to be ignored by TouchPoint. This is generally used in cases where the database supplies a default value for the field, such as a row number or timestamp.

Query

All fields

Allows you to attach a custom SQL script to create your own automatic fill-in for the field.

Blank

Character fields

Sets the field to Blank.

Null

Nullable fields

Sets the field to Null.

Zero

Numeric fields

Sets the value to zero.

Date_Time

Date fields

The date and time the touch was generated.

Pull_From_Campaign

All fields

Looks in the campaign table for a field having the same name and copies the value from this field.

Solicit_File_Name

Character Fields

The file name generated by the touch (for file output) without the path

Solicit_File_Path

Character Fields

The full file name generated by the touch, including the path

Touch_Description

Character Fields

The user-entered description of the touch

Solicit_Count

Numeric fields

The total number of solicits generated for the touch.

Status

Character fields

Stores the status of the touch, indicating whether it’s active or complete. It is strongly recommended to have a one field in your channel table mapped to this setting, allowing MarketWide to know what touches are active.

Once the channel table mappings have been set, click Next to move to the next tab.

Setup Layout

For output files or tables, the Setup Layout tab lets you choose the fields you wish to output, in the order you place them. For email or SMS channels, this tab lets you choose dynamic content fields. Drag and drop the fields that you would like to appear in the file or table that your template will generate, or to be used dynamically for email or SMS.

You can also add any of the following Custom fields to your output:

Custom Field

Purpose

Constant

This option lets you add constant text to your output. It’s often used for fixed length files for padding sections of the output record with blanks.

Pass-Thru

Choose this to add a campaign Pass-Thru field to your output record.

Prompt

This causes TouchPoint to prompt the campaign user to enter a value for the field.

SQL

Select this to enter a SQL expression that returns a value for the field.

As you add fields to the output record, the following columns are shown to allow you to customize each field as needed.

Column

Purpose

Alias

The Alias is used as the column heading (for delimited files that include column headings), or as field names on output tables.

Source

This shows the table and fieldname containing the data.

Type Name

The datatype of the column; e.g., char, int, etc.

Print Format

You can assign a print format for the column if you like. The print format operates similarly to Excel.

Default Value

This is where you type in a value for a Constant field. The Default Value can also be used to supply data for other fields whenever the field returns a blank or null value. For example, you can return “Current Resident” for blank or missing names.

SQL

Click into this column if you want to enter a SQL expression that returns a value.

Once you’ve created your output record, click Next to move to the next tab.

Customize and Commit

Customize and Commit is the final tab in the Solicit Template Wizard. It lets you attach a custom SQL script that runs whenever a touch occurs and assign a name to your Solicit Template.

Post Process

This section lets you attach a custom SQL query to run whenever a touch using this Solicit Template is processed. Technically the query is executed immediately prior to the touch, in the following order:

  • All records selected to receive the touch are written into the campaign Promotion History table, complete with the Campaign ID, Segment ID, and Touch ID.
  • The Post Process script is launched. Note that the script can reference the current campaign using the built-in variable {CampaignID}. This allows the Post Process to update the records affected by the touch, prior to the data being output.
  • Finally, the touch runs and the output file, table, or email is generated.

Save Template

Enter a template name in the Save Template section and click Finish to save your new template for use.