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Oracle® CRM On Demand Marketing Release 5.4.10 |
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Home > User Guide > Managing Campaigns > About Adaptive Campaigns

# About Adaptive Campaigns

Adaptive campaigns are automated campaigns that support complex multiple program executions ideal for nurturing prospects and converting them into qualified Leads. Adaptive campaigns take advantage of Oracle CRM On Demand Marketing's arbitration engine. Rules are established based on a prospect's response to previous campaigns and offers, and Oracle CRM On Demand Marketing then determines what offer can be sent to that prospect next to continue to nurture the prospect with offers of value and interest.

The Priority value determines the relative importance of this campaign compared to other adaptive and workflow campaigns. If a prospect is eligible for more than one automated campaign Oracle CRM On Demand Marketing picks the one with a highest Priority value.

For adaptive campaigns you can choose from three arbitration modes based on the business value assigned to each program within the campaign. The business value determines the order in which programs are sent:

1. Business value in ascending order

2. Business value in descending order

3. Random

Process of Creating an Adaptive Campaign Manually

To create an adaptive campaign manually, perform the following tasks:

1. Creating Campaigns

2. Associating Lists with Adaptive Campaigns.

3. Defining Automation Rules

4. Creating an Automation Schedule for Adaptive Campaigns