GSK ICM Bexsero NBX 1 Veeva BusinessRules v2

CAMPAIGN BUSINESS RULES DOCUMENT
GSK CUSTOMER EXPERIENCE

MULTI-CHANNEL MARKETING
CAMPAIGN BUSINESS RULES
DOCUMENT
BEXSERO NBX USE CASE 1 – VEEVA PATIENT COUNSELING
TRIGGERED EMAIL CAMPAIGN
epsilon.com
This document is intended solely for distribution by Epsilon. Do not copy, distribute or otherwise share.
© 2018 Epsilon Data Management, LLC. All rights reserved. All names and logos are trademarks or registered trademarks of their respective owners.
Rev. 6/5/23
REVISION HISTORY
Version
Date Document Changes
Number
12/7/2020 1 Initial version for review

6/10/2021 2 Updated Tealium logic/AC inclusion logic
2 This document is intended solely for distribution by Epsilon. Do not copy, distribute or otherwise share.
Rev. 6/5/23
TABLE OF CONTENTS
Introduction.................................................................................................................................3
Campaign Rules..........................................................................................................................4
Approvals....................................................................................................................................5
INTRODUCTION
INTRODUCTION
GOAL OF DOCUMENT & CAMPAIGN
The Business Requirements Document outlines the Adobe Campaign requirements for Bexsero NBx Use Case 1
Veeva Patient Counseling email campaign. A sales rep shows a Veeva edetail. 1 business day following that send
if an HCP has opened the email, the Bexsero Branded Patient Counseling email will be deployed via Adobe
Campaign to reinforce the data the sales rep discussed with the HCP. This campaign includes 1 email:
PM-US-BEX-EML-200024 Bexsero Branded Patient Counseling Email
PROJECT SCOPE, ROLES & RESPONSIBILITIES

Responsible Party Key Contact Task
GSK Adobe Campaign Agnieszka Andrzejczyk Manage GSK Adobe Campaign instance
Team
Manage IP address configuration &
warming; inform Epsilon of IP address
deployment readiness
Manage IP address health & deliverability on
an ongoing basis
GSK CXO Team Veda Keerthi Create MCM Code and provide to Epsilon –
require for Epsilon to create email metadata
GSK Tech Team Mary Brichford Loads Bexsero customer audience in the
GSK Hub & Adobe Campaign
Inform Epsilon of initial customer audience
readiness
Support inbound data needs for campaign
execution and/or measurement & reporting
Bexsero Brand Team Nicole Rossetti Approval of this business rules document &
asset level details in the campaign Playbook
Review and approval of email proofs prior to
in market deployment via Adobe
Approves link matrices for DMD & Epsilon
Rev. 6/5/23
GSK Project Manager Erika Larson Project manager; leads daily stand up
Epsilon Kristen Caples BRD/Playbook Creation & Management
Partner with GSK Tech team to confirm
availability of initial audience in Adobe
Campaign
Partner with GSK IT to test and consume
inbound data required for campaign
execution/reporting & measurement
Provide audience list to DMD required to
deploy the initial email that drives DMD to
order samples
Create email metadata – claravine codes &
tactic code
Support 2 rounds of email metadata testing
per tactic code
Build & test campaign workflow and links in
Adobe based on the business rules outlined
herein
Manage seed list
Deploy emails to selected customers via
Adobe on ad hoc basis in coordination with
the GSK Adobe Campaign Team and
Gemstone brand team.
Post production ongoing monitoring and QC
activities for all emails in market
Support 2 rounds ETE testing with site,
Tealium, Adobe, teams
Manage user experience mapping &
document in ppt
Provide data required to measure KPIs
Provide standard email metric operational
reporting 2 weeks post production
deployment
GSK MOC Kristy Kucel Provide email HTML, link matrix, notice of
2253, and source creative files to Epsilon
HCP HCP MCM Steve Kavney
Operations
GSK Technical Brent Edwards Manage Tealium logic implementation
Manager
Support Tealium functional testing with
Adobe
Responsible for passing metadata to Epsilon
via Adobe Campaign required for Epsilon to
deploy triggered email via Adobe Campaign
Support 2 rounds of ETE testing with Adobe,
Epsilon, website team
GSK CXO Team Chitra Iyer Define program KPIs
Rev. 6/5/23
CAMPAIGN RULES
CAMPAIGN RULES
1. TEALIUM DECISIONING LOGIC
a. Tealium will write the following data to a table in AC:
i. CID
ii. Campaign: Rep_Edetail_Activity
iii. Product contains Bexsero
2. INTITIAL AUDIENCE SELECTION

a. Epsilon will create a workflow to:
i. Pickup records that:
1. CID
2. Campaign: Rep_Edetail_Activity
3. Product contains Bexsero
4. Whose status is not processed
ii. Deploy the email out of AC using recipient scoring
iii. Update the status of the row on the table to “processed”
3. AUDIENCE EXCLUSIONS
Suppression Direct Mail
Criteria ☐ HCPs blacklisted in AC only for the Direct Mail channel
Email
☒ HCPs blacklisted in AC only for the Email channel
☒ Invalid Email Address
☒ GSK email opt-out
All Channels
☐ Brand Control Group
☐ Specialty Suppression: _____________________
☒ Colorado State License Suppression
☐Samples Suppression
☐ Other (include aggregate key, if applicable): Click or tap here to enter text.
*Epsilon will suppress any customers if a value that is required in the FIA is null.
*The requirement of contact information will be decided at a channel-vendor level and will be
enforced by the above rule
Custom Attribute ☐ Colorado State License Flag (if there is a specific CO asset)
☐ Other (include aggregate key, if applicable): Click or tap here to enter text.
Universal ☒ GSK Contact Suppression
Suppressions ☒ Kaiser Suppression
☒ CIDs linked to multiple NPIs
Rev. 6/5/23
☒ HCPs blacklisted in AC at the individual level
☒ Global CID Suppression (AC table: campaignLevelSuppression)
☒ Do Not Market
*Universal Suppressions are checked by default and are not expected to change per list.
a. Epsilon to Dedupe at a CID level for every campaign run and process record with earliest SOAP date
b. AC will manage the 30 day email suppression logic
4. DEPLOYMENT CADENCE
a. The campaign will be run daily, 7 days/week at 1pm EST
5. ASSUMPTIONS
a. Physician level scrubs are performed by GSK upstream of the Hub and do not need to be accounted
for in Adobe Campaign Workflow logic
b. A CID in AC could be tied to multiple Gigya ID’s (recipients) – Epsilon will choose one based on:
i. Presence of a valid email address
ii. Most recently created/updated recipient id
6. MEASUREMENT & REPORTING REQUIREMENTS

a. Epsilon to provide standard email engagement metrics 2 weeks post production deployment, in
addition to monthly campaign summaries.
i. Please refer to the attached reporting template – TAB 2: Email Metrics_Summary
7. SEED AND UAT DISTRIBUTION LIST

Partner Email Address UAT Proof Seed
List List List
Bexsero Brand Team [email protected] N Y Y
Bexsero Brand Team [email protected] N N Y
GSK Project Manager [email protected] N N Y
GSK Functional Consultant [email protected] N N Y
Director - Digital [email protected] N N Y
HCP MCM Operations [email protected] N N Y
GSK Technical Manager [email protected] N N Y
Epsilon [email protected] Y Y Y
Rev. 6/5/23
APPROVAL
APPROVALS
Partner Approver Approval Date
Bexsero Brand Team Nicole Rosetti
GSK Functional Consultant Jigar Shah
GSK MCM Operations Steve Kavney
Epsilon Kristen Caples
Epsilon Sandeep George
Rev. 6/5/23

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CAMPAIGN BUSINESS RULES DOCUMENT

GSK CUSTOMER EXPERIENCE

12/7/2020 1 Initial version for review

PROJECT SCOPE, ROLES & RESPONSIBILITIES

2. INTITIAL AUDIENCE SELECTION

6. MEASUREMENT & REPORTING REQUIREMENTS

7. SEED AND UAT DISTRIBUTION LIST

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