IBM UNICA Campaign Management

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• IBM Unica Campaign Management
• What is IBM Unica Campaign Management?
• IBM Campaign (formerly Unica Campaign) is a
  software designed for the purpose of campaign
  management. Unica provides a unique GUIs to
  design, execute, and measure customer-driven
  communication across all marketing channels. This
  software also stores contact and response history
  that enable the user to know which customers
  have responded to which ofers over the time.
• Campaign management tools should be chosen with
  care to truly make a difference to marketing
  programs. IBM Campaign enables you to
• Construct a targeted, ongoing dialogue using data
  available from local and third-party
  repositories dealing with past interactions, as
  well as current behaviors and events, etc.
• Govern campaign logic and delivery, which
  includes segmentation, ?eld creation, exclusions,
  the ability to execute email, and mobile SMS
  campaigns.
• Reuse building blocks of campaign management
  incorporating audiences, ofers and other
  exclusion rules.
• Perfectly measure and report marketing activities
  to improve insights, decision making and
  accountability.
• Choose either an on-premise or cloud deployment
  model, whichever preferred.
• IBM Unica products
• IBM Unica products deliver outstanding customer
  experiences over multiple channels. This
  extraordinary customer treatment enhances loyalty
  and drive revenue growth. Below are the major
  Unica products discussed
• IBM Campaign
• Automates marketing programs through advanced
  campaign management.
• IBM Interact
• Delivers personalized reports across diferent
  marketing channels.
• IBM Contact Optimization
• This platform regulates the optimal contact
  policy for personalized customers.
• IBM Marketing Operations

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• Enhances customer engagement, increases user
  satisfaction and thereby increase in sales by
  enabling seamless individual experiences.
• Real-time personalization
• Interacts with relevant and personalized
  marketing for promoting interactions. Here, there
  is an opportunity to engage customers with your
  brand.
• How does Unica Work?
• When working on IBM Campaign, it pays to
  understand what the software is doing behind the
  scenes. Nearly every time you add a box in a
  Unica flow chart, it creates a temporary database
  table with just a list of ids. A simple select
  statement will run and save a table like the one
  shown in the image below. When you then link
  that select box to another one it uses the ?rst
  temporary table as its starting point. This
  makes the queries more e?cient by starting with
  a smaller base at each new level.

Joining a temporary Table If we use any of the
Unica process boxes (as in below image). We need
to connect the source input to the previous
Unica process box, provided both are at the same
level.
Figure Unica Process Box Options In the ?gure
below is a section from a Unica flow chart
containing 2 select boxes. The ?rst box has 6
members, the second box starts with those 6
members when applying the next level of criteria.
You will see that the preceding process box
limits the volume of the subsequent process box.
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What this means in terms of behind the scenes
process is shown in the ?gure below

• The ?gure above shows that we have joined a
  temporary table of 6 customer ids to another
  schema table and then applied some additional
  criteria (in this case age lt72). Unica will
  treat this as a 2 table join. The ?rst table
  only has 6 customer ids in it the second is a
  full table of all customers. The query will be
  very quick because it uses the indexes in the 2nd
  table and efectively only has to query against 6
  records. The result of this will be a new Unica
  temporary table of only 3 records. Nearly every
  time you run a select query it will only store
  the results of that query as a list of ids. This
  is demonstrated in the flow chart image below
  each step in the flow chart will be referencing
  or creating a new temporary table.
• Instances where Unica will store more ?elds in
  the temporary table are
• An extract box, which keeps all ?elds from the
  extract TAB.
• A persistent Derived ?eld will be stored as long
  as the audience level doesnt change.

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• IBM Campaign Use Cases
• IBM Unica Campaign is hosted on behalf of
  clients, to provide access to the customer data
  for the purpose of marketing and service
  campaigns. This tool is used by both analytics
  teams and marketers.
• IBM Campaign can be utilized for both simple as
  well as complex data selections whose
  requirements include splitting 'contacts' by
  channel based on data that is available.
• Marketing automation, set and forget - only
  remember when there is an issue and are alerted
  when there are failure triggers
• Resource management - allows resources to focus
  on items within Unica or outside.
• Can handle complex data sets - and large amounts
  of data
• Bene?ts of Unica Campaign
• Reduce campaign cycle time and time-to-market and
  increase campaign volume
• Reduce costs of marketing campaigns
• Improve response rates and business results by
  increasing the precision of campaign targeting

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• Deepen customer relationships, loyalty and
  lifetime value
• Enable cross-channel marketing by using
  centralized decision
• User friendly interface
• Makes querying data much easier
• Provides visibility and transparency from
  starting universe through segmentation
• Stores templates, catalogs, triggers and also
  easily integrates with email and IBM Cognos
• Syncs well with the database
• Allows personalized multiple ways to arrive at
  the desired results.
• Features of Unica
• Segmentation, offer and channel assignment a
  powerful, flexible, flowchart-based interface to
  manage campaigns, including audience
  segmentation, exclusions, and assignment of
  ofers and channels.

Interaction history a complete history, for each
customer or prospect, of contacts made, ofers

• presented and response or no response critical
  to building an efective on-going dialogue.
• Highly reusable Nearly any element you create
  can be used in subsequent campaigns.
• Scheduling, list generation and output
  formatting achieves campaign execution
  capabilities, including the ability to schedule
  multiple campaign waves and access data from
  multiple sources in n number of formats.

Response attribution compacts the loop by
attributing responses of diferent direct,
indirect, or

• inferred campaigns.
• Reporting and analysis standard campaign reports
  and other key analyses are included, a flexible
  and open datamart allows custom data to be
  incorporated into reports and any 3rd-party tools
  to be used.

Social Media Integration output from Unica
Campaign directly to Facebook user walls or
Twitter

Direct Messages. The key system functionalities
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• Create and used multiple data source inputs from
  multiple data types
• Merge, manipulate segment customer data into
  groups
• Create selection criteria of campaign target list
  and response
• Create and manage ofers and communications
• Create a control group for campaign performance
  tracking
• Generate a target list in prede?ned format to
  integrate with execution channels
• Create strategic segments for frequently used
  criteria
• Store contact history and response history data.
• Automate life cycle and event driven
  communications

Conclusion IBM Unica includes many modules from
opportunity detection to campaign execution. It
allows complex list building and also allows for
better management of contact points, and
automation using scripts. The more data you
have, the more likely IBM Campaign is recommended
over the other tools in the market. It is an
absolute EMM (Enterprise Marketing Management)
solution. It helps one gain all the marketing
requirements right from traditional channels to
the evolving digital channels. This advanced
omnichannel campaign management application
enables marketers to execute deep segmentation
over various data sources to convey tailored
messages to vast volumes of contacts.