IBM Unica Campaign Management

What is IBM Unica Campaign Management?

IBM Campaign (formerly Unica Campaign) is a so tware 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 so tware also stores contact and response history
that enable the user to know which customers have responded to which o fers over the time.
Campaign management tools should be chosen with care to truly make a di ference 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, o fers 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 di ferent marketing channels.
IBM Contact Optimization
This platform regulates the optimal contact policy for personalized customers.
IBM Marketing Operations
This tool is used to deal with marketing campaigns quickly and rapidly by taking into account the
processes, budgets and expenses.
IBM Opportunity Detect
Deals with customer behavior by applying event and pattern detection.
IBM Distributed Marketing
Enable eld marketing teams to customize corporate marketing campaigns for local use.
IBM marketing tools
Omni-channel marketing
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 so tware is doingbehindthescenes.
Nearly every time you add a box in a Unica low chart, it creates a temporary database tablewithjusta
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 tableasitsstartingpoint.
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 oftheUnicaprocessboxes(asinbelowimage).Weneedtoconnectthesourceinputtothe
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 low chart containing 2 select boxes. The rst box has 6
members, the second box starts with those 6 members when applying the nextlevelofcriteria.Youwill
see that the preceding process box limits the volume of the subsequent process box.

What this means in terms of behind the scenes process is shown in the gure below:

The gure above shows thatwehavejoinedatemporarytableof6customeridstoanotherschematable
and then applied some additional criteria (in this case age <=72). 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.Thequerywillbe
very quick because it uses the indexes in the2ndtableande fectivelyonlyhastoqueryagainst6records.
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 low
chart image below each step in the low chart will be referencing or creating a new temporary table.
Instances where Unica will store more elds in the temporary table are:
1. An extract box, which keeps all elds from the extract TAB.
2. A persistent Derived eld will be stored as long as the audience level doesnt change.


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

Benets 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
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, o fer and channel assignment: a powerful, lexible, lowchart-based interfacetomanage
campaigns, including audience segmentation, exclusions, and assignment of o fers and channels.
Interaction history: a complete history, for each customer or prospect, of contacts made, o fers
presented and response or no response critical to building an e fective 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 frommultiplesourcesinnnumberof
formats.
Response attribution: compacts the loop by attributing responses of di ferent direct, indirect, or
inferred campaigns.
Reportingandanalysis:standardcampaignreportsandotherkeyanalysesareincluded,a lexibleand
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

 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 o fers and communications
Create a control group for campaign performance tracking
Generate a target list in predened 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.