Introduction to Unica Campaign Student Guide Key Takeaway Points Before you actually create a campaign in Unica, you

ou should design the campaign on paper and determine the goals of the campaign. A Flowchart is a collection/ set of one or more tasks, or processes, that Unica Campaign executes to specify and select the desired target(s) of a customer's marketing campaign and, optionally, assigns offers, outputs data and tracks responses. In order to allow for consistency and efficiency for reuse, a best practice is to always save a flowchart as a template. In a flowchart, if a process box is grayed out, it means that the process is not fully configured. The Template Library is where those flowcharts are stored. An Execution/Run Process controls the actual execution of completed Campaigns, including managing and generating output of contact lists, assigning offers to target audiences, tracking contacts, logging of data, and scheduling of Unica Campaign or Session runs. An Offer is a single marketing communication or message called that you assign to a cell and send to targeted groups. In a Unica Campaign project, you can create an offer under the Segments-Offer tab. In the Data Manipulation Process, you can select, merge, segment, extract, and sample customers to target in a Unica Campaign. If you see a red X in the Process Type icon after the flowchart process executes, this indicates that there is an error that you need to address. If you wish to fine-tune a campaign to maximize its effectiveness, the Analytical/Optimization Process can be used. You can load an existing table catalog into a flowchart via the Admin icon in Campaign. When you are in the Select Process, you can use the segment type called Smart Charts to reuse/input existing lists of contacts (such as customers, accounts, or households). The Select Process also defines the criteria to locate a set or group, such as a list of customers, from a customer's marketing data. The Merge Process accepts input (cells) and outputs into one combined cell. The customer specifies which input cells are to be included (IDs within the cells will be retained), and which cells are to be excluded (IDs within the cells will be excluded or suppressed). The Sample Process divides incoming cells into sub-groups (sub-cells) based on a percentage or an actual number. In Unica Campaign, you can create a segment called Loyal Core. To view the details of that segment, go to Campaign > Segments > <subfolder> In Unica Campaign, under Options in the top menu, you can create a user variable. User Variables are named placeholders for values to be referenced in your flowchart logic. The Mutually Exclusive Segments option allows you to create a segment from the Segment process, where the same audience key can only appear once in any given segment. In Unica Campaign, you can do a Test Run if you want to run a flowchart but you do not want to output data or update any tables or files.

In Unica Campaign, the main difference between a Flowchart Segment and a Strategic Segment is that Flowchart Segments can only be used within the flowchart where it was created. Sessions can be used to create flowcharts that transform data required across campaigns, produce Unica PredictiveInsight input files, and generate strategic segments. For Unica Campaign processes, the Profiling Field feature lets you preview a list of distinct values and their frequency of occurrence for a selected field. Call Lists and Mail Lists are types of Contact Processes in Unica Campaign. The Select Process should be used in order to limit the input to select only IDs for persons who live in a particular time zone. If you want to segregate the top x amount of customers based on account balance, you can use the Sequential Portions sampling method flowchart sample process. If you want to use an output file of customers who were suppressed because they had opted out of marketing communications (and where no marketing offer is needed), you can use the Snapshot Process. When you want to map tables and build table catalogs, you can do this via the Settings Page, Select process Input Menu, or Flowchart Admin Tab. The Dimension Data Table in Unica Campaign contains information that augments a base table (ie: demographics, accounts belonging to a customer, order transactions belonging to a customer). In a Campaign flowchart, Filtering within the Audience process should be used in order to avoid sending duplicate mailings to the same household. In a Unica Campaign flowchart, the Switching Method in the Audience process can be used in order to allow you to add a new criterion that allows you switch the target audience you are speaking to. The Extract flowchart process in Unica Campaign allows you to specify a query that identifies the subset of records for transactions in a certain time period. The Cell Content flowchart cell report displays details of the records within a cell. You need to be in View Mode in order to schedule a flowchart (using the flowchart schedule process). The flowchart Schedule Process can start a basic schedule based on date, time and trigger. In Unica Campaign, before you run a flowchart, you first need to make sure that the Processes are correctly configured. In Unica Campaign, a user can add a new flowchart to a campaign either by creating a new one, or copying an existing flowchart. In a Unica Campaign flowchart, the Optimize process lets you "propose contacts" to another Unica application that then will sort through those contacts (along with other contacts from other campaigns) and then outputs a final list of contacts to maximize overall organizational contact effectiveness. In Unica Campaign, the "Send Trigger" option in the Schedule Process Box allows you to call a script or program on the server.

In Unica Campaign, when a retail company wants to create an offer that provides discounts for each department with its retail stores that always contains the same discounts, they should create a Static Offer. In Unica Campaign, you would create a smart offer list by querying attributes of existing offers. If a customer is doing top down offer planning, it is recommended that the customer associate offers with a campaign in Unica Campaign in the Target Cell Spreadsheet. In Unica Campaign, the Offer or System Administrator is usually given responsibility for creating offer templates available to a specific user. When offers are assigned in a Mail List or Call List process, a Treatment Instance is automatically created by Unica Campaign. The Contact History system tables in the Unica Campaign database capture data about offers/treatments assigned to customers and also capture when the offers/treatments were assigned and output. When assigning offers to cells in Unica Campaign and you wish to have the output file with contacts names and addresses sent to a mailing house, do this in the Personalization tab. In Unica Campaign, the Target Cell Spreadsheet is used by 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 tests/controls. In Unica Campaign, you can link cells from a Target Cell Spreadsheet in the Select, Merge, Audience, and Extract processes. In Unica Campaign, you can use the Mail List or Call List processes to assign an offer and output a list of contacts. Attributes of Interest, ID information, and Response codes are used to determine if response data in Unica Campaign should be recorded. In Unica Campaign response tracking, if attribute values do not match values in the offer, or, the attribute value is not available, even if the customer provided a response, it will not count as a response. Before a customer creates a Response flowchart in Unica Campaign, they first need to collect response data/transactions in an Action Table via a table catalog. The Analysis Tab is where you run a report in Unica Campaign to obtain information on a Campaign, offer, cell or segment. The Analytics Menu is where a customer accesses Campaign Summary and Offer Campaign Listings reports. To view log files for a Unica Campaign flowchart, open the flowchart in Edit mode and select Options and the View Log. Campaign Settings is where you create custom offer attributes.

Offer templates configured for Unica Campaign during the configuration of the Campaign environment. Security roles for groups in Settings menu and select User Groups>Assign Roles. In Unica Marketing Operations, if a person who is assigned to the required approver role does not respond to an Approval request even though all other assigned Approvers have responded, the Approval is not completed until all required Approvers respond. The following Unica Campaign objects have no naming restrictions, for instance, using special characters like ? or >?: Audience levels (not including audience level field names), custom attribute display names not including custom attribute internal names, and Offer templates Derived Fields are used to create a new variable for querying, segmenting, sorting, calculating, or providing output to a table.