Agenda

IBM Unica Marketing Platform

IBM Unica Campaign?
Phases of Marketing Cycle
Campaign Process Overview
IBM Unica Key Concepts
Flowcharts
Flowchart Cell Reports

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The IBM Unica Marketing Platform

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Navigation Menu Bar

Built-in Menu Items

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What is IBM Unica Campaign?
• Software that automates the typical campaign marketing cycle.
• A tool to help you get the right message to the right people at the right time via
the right channel.
Benefits 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.

Deepen customer relationships, loyalty and

lifetime value.

Enable cross-channel marketing by using

centralized decision making

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Phases of Campaign Marketing Cycle

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Campaign Process Overview

CONTACT
HISTORY

RESPONSE
HISTORY

ACTION
DATA
Stages in Unica Campaign
Stage Description
Create selection logic and cells Build selection logic with a flowchart interface

Create offers Create offers from a central repository of offers that can be dynamically generated for
each campaign target
Assign offers Determine which target groups (cells) will receive which offers.

Output a list of contacts Generate a contact list from the flowchart and store the list in the IBM Unica Campaign
Log to Contact History database.
Transmit marketing communications ● Via various means, contact the customer with the marketing communication (e.g.,
to customers offer).
● Occurs outside of IBM Unica Campaign.
Customers respond ● Customer activity in response to the campaign occurs and is recorded.
● Occurs outside of IBM Unica Campaign.
Gather action data ● Record customer responses in a action database or other source.
● Occurs outside of IBM Unica Campaign
Make response data available to IBM Record responses in the IBM Unica Campaign database.
Unica Campaign and log to Response
History
Analyze response and contact history Generate reports that analyze responses and campaign effectiveness.

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Stages in Unica Campaign
Stage Description
Campaign A container for one or more flowchart

Flowchart A collection or set of one or more tasks, or processes, that IBM Unica Campaign executes
to specify and select the desired target(s) of your marketing campaign and, optionally,
assign offers and track responses.

IBM Unica Campaign processes Action(s) taken in the course of the execution of a Campaign, that allow you to:
● select data from a database or file
● create segments and samples
● associate offers to contacts
● output contact lists
● attribute responses

Cell ● A list if IDs such as customer IDs, that serve as input to and output from processes in a
flowchart
● Many processes in a flowchart take one or more cells as input, transform the data, and
produce one or more cells as output.

Offer A single marketing communication or message that you send to targeted groups.

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Steps to Create a Campaign
1. Choose campaigns from the Main Menu.
2. Navigate to the desired folder.
3. Click the Add a Campaign icon.
4. Fill in the attributes.
5. Save.

Steps to Create a Subfolder

1. From the Home page main menu, choose Campaigns.
2. Click the Add a Subfolder… icon. (Result: The New Folders page opens.)
3. Enter a folder name and a description.
4 In the Security Policy field, accept the default or choose a policy.
5. Click the Save Changes button.(Result: The new folder is added to the folder
list.)

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Steps to Add a new Campaign
A Campaign Code must be unique. Campaign names do not have to be unique,
but is a good practice.

1. Click the link to the desired Campaign folder.

2. Click the Add a Campaign icon. (Result: The New Campaign page opens.)
3. Name the Campaign.
4. Enter any Campaign Code that you want, but be sure to follow the code
format. The default format in class is Cnnnnnnnnn which means the code
must start with a capital C followed by nine digits. It will probably be
different in your environment.
5. Click the Save and Finish button at the top or the bottom of the page.

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Creating Flowcharts
Flowchart
A Flowchart is one or more tasks, or processes, that IBM Unica Campaign
executes to specify and select the desired targets of your marketing campaign, and
optionally, assign offers to and track responses.

Steps to Create a Campaign

1. Navigate to the Summary tab of a Campaign
2. Click on the Add a Flowchart... icon.
3. Name the flowchart.
4. Enter a description for the flowchart.
5. Click the Save and Edit the Flowchart button. (Result: The flowchart editing
page opens.)

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About Flowcharts
• Flowcharts reside in Campaigns
• Flowcharts contain processes that can
• Select customers to target
• Define output needed for customer contact
• Create control and target groups
• Track responders.
• Processes are connected to form a flow of steps
Categories of Processes
Process Type Description

Data Manipulation (blue) Select, merge, segment, and sample customers to target in the Campaign

Execution/Run (red) Control the execution of the Campaign and generate output contact lists
Analytical/Optimization (green) Fine tune your Campaign by tracking contacts and responses, using the results of
predictive modeling from products like Unica PredictiveInsight or optimize contacts
using Unica Optimize.

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Data Manipulation Processes
Process Use it to…

Select Select customer or prospect records based on specified

criteria.

Merge Combine or exclude (suppress) customers from your

selection.

Segment Divide customers into meaningful groups.

Sample Create one or more groups for different treatments.

Audience Switch between and work with different target entities,

such as household, customer, or account

Extract Pull data from any source and transform it to a data table,
for subsequent use in the flowchart.

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Execution/Run Processes
Process Use it to…
Snapshot capture and output data from the flowchart at a specified point.

Schedule automate flowchart execution. (This process is deprecated starting

with Campaign 8.0.)

Cube create dynamic data cubes that you can use to visually select specific
groups to include in a Campaign and to drill into reports.

Create Seg create reusable Strategic Segments for use in one or many Campaigns.

Mail List output and track a list of customers for contact by direct mail.

Call List output and track a list of customers for contact by telemarketing.

eMessage create a list of e-mail recipients for a mailing (where IBM Unica
eMessage is installed with IBM Unica Campaign)

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Analytical/Optimization Processes
Process Use it to…

Track Capture actual lists of contacts and change contact status

Response Specify criteria for campaign responses and to determine

how and when responders will be tracked.

Model Generate response models using the IBM Unica Campaign

modeling engine.

Score Identify the best customers or prospects for a Campaign, by

scoring incoming cells using models created in Unica
PredictiveInsight.

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Flowchart (Cell) Reports
• Available from within a flowchart
• Use data from cells created during a flowchart run

Different Types of Reports

• Cell List
• Cell Contents
• Cell Waterfall
• Cell Variable Profile
• Cell Variable Crosstab

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Cell List Report
Information about all the cells within the flowchart will be shown

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Cell Content Report
The Cell Content report displays details of the records within a cell

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Cell Waterfall Report
The Cell Waterfall report shows the falloff of audience members as cells are
input and output through the various processes in a flowchart.

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Cell Variable Profile Report
The Cell Variable Profile report displays the data associated with one
variable of a specified cell.

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Cell Variable Crosstab Report
The Cell Variable Crosstab report displays details for a cell profiled by two
fields simultaneously

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Target Cells Spreadsheet
Overview
Mostly naming of cells and choosing cell codes are done within the flowchart
processes. In this section you will learn other ways to manage cell names, cell
codes, and other cell attributes. You can use the cell management concepts and
procedures that are covered in this section for more precise management of your
Campaign.

A tab on a Campaign on which you can specify target cells that can be used in
multiple flowcharts within a Campaign
A Target Cell Spreadsheet may be similar to spreadsheets that campaign managers
or campaign designers use to plan out whom to contact, which offers to extend to
them, and which groups will be designated as controls.

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Uses of a Target Cell Spreadsheet

One of the uses of a Target Cell Spreadsheet is for a marketing organization to

divide Campaign tasks between two roles.

A Campaign Designer or Planner would first specify the cells to be targeted in the
Campaign. He or she can specify the number of cells created by the campaign, the
cell codes, and the offer(s) to be sent to each cell.

A Campaign Implementer would then configure and execute the Campaign

flowchart, identifying the cells defined in the Target Cell Spreadsheet.

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Working with Target Cell Spreadsheet
Step Action
1 Navigate to the Target Cells tab, if it is not already in view.
2 Click the Edit icon.
3 Click the Add a Cell icon.
Result: A new row opens on the spreadsheet.

4 Enter values for the following fields: Target Cell Name, Cell Code, and Description.
Note: You can click in the Target Cell Code field and click the Generate Cell Code link. Then copy and paste
the generated cell code into the Target Cell Code field.

5 If applicable, link target cells to control cells by entering values in the corresponding Control Cell and
Control Cell Code fields.

6 You can also assign offers and fill in values for any custom cell attributes.
7 Save the Target Cell Spreadsheet and exit.

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How to Assign Target Cells
Step Action

1 On the appropriate tab in the configuration dialog box for the process, clear the Auto Generate option.

2 Click the Link to Target Cell button.

Result: A list of target cells available for assignment displays.

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Cont..
3 Select a cell and click OK.
Result: The cell name from the TCS now displays in the Output Cell Name field.

4 Repeat steps 2 and 3 for any other cells you wish to link.

5 Make any other desired edits, and then click OK.

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