Basic and complex campaigns

Generally, basic campaigns are sufficient for small events, simple marketing campaigns, limited public awareness campaigns, and similar goals. For the purposes of this discussion, basic campaigns:

■    Contain few appeals and related solicitations

■    Probably use only one or two source codes per appeal

More complex campaigns require efficient management and tracking of multiple, multi-tiered campaigns. For the purposes of this discussion, complex campaigns:

■    Contain many appeals and related solicitations

■    Use many source codes

■    Often build on the targeting and analytical data generated by Segmentation and RFM Analytics