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The campaign is online Enterprise Marketing Management (EMM) software consisting of a server at the back end, which is an ActiveX client, providing security to the Marketing Platform. The campaign enables organizational administrators in designing, executing, and analyzing their direct marketing campaigns efficiently.
It offers a graphical user interface, which supports the marketing processes of suppressing, selecting, sampling, segmenting, & listing output of customer IDs. Its Universal Dynamic Interconnect (UDI) data communication layer allows organizational administrators to easily access data from all sources, including comparative databases.
The campaign has been designed for marketing experts, supported by On-Line Analytical Processors (OLAP) as well as data-miners, & SQL. Administrators can design, and analyze their organizational direct marketing campaigns.
They can arrange the foundation for their colleagues by initial setup and ongoing tasks such as adjusting configuration settings, mapping database tables, and defining custom attributes that offer templates for other organizational users.
It can be integrated with the organizational Marketing Operations to use its features in creating, planning, and approving of campaigns. After its integration, many of the jobs, which were earlier done in a stand-alone Campaign environment, were performed in Marketing Operations. These included
Legacy campaigns are the previous campaigns generated in Campaign before enabling the software integration. In any Organizational Operations, a Campaign is an integrated environment, which can be set up to access legacy campaigns, which are of two types: -
Session has a dedicated place in the application where the principal, constant, global data are built, such as strategic segments and cubes, which are generated by administrators and made available to all other organizational campaigns. Sessions also comprise individual flowcharts, as in campaigns.
A cell is a list of identifiers such as customers with their IDs from the relevant database. Cells can be generated by setting up and running the data manipulation processes in their flowcharts. These output cells are also used as input for other processes in the same flowchart. There are no limits in creating the number of cells.
Levels of Security in Campaign are applied in two stages:
Prior to designing any campaign, we should design it on paper and decide the objective for the campaign. Once we have designed it on paper, you need to execute it in the Campaign by generating one or more flowcharts to achieve the objectives. A campaign consists of one or more flowcharts, which consist of interrelated processes.
Following is the method to create a campaign
The strategic segment is an ID list, which is generated by the system administrator, made available to all other campaigns. A strategic segment is similar to other segments except that it is globally available, for use in any other campaign.
If we associate a strategic segment with our campaign, it makes it easier to select the same segment while we are creating the flowcharts. If we associate the relevant segments with our campaign, it also provides better reporting capabilities within the Campaign.
Offers that are associated with the campaign at the time of integration, make it easier to select offers when we are actually assigning them to cells in contact processes.
Defining relevant offers for any campaign from the summary tab is known as a “top-down” association; whereas an offer is used in a flowchart without associating in a campaign, which is known as a “bottom-up” association.
While creating an interactive flowchart in Campaign, we need to through the following steps: -
Validation ensures that the processes within the flowchart are appropriately set up.
Processes are the main building blocks of flowcharts, which we set up to perform specific tasks to achieve the organizational objectives. E.g., we use the Merge process to merge two different audience groups. Tasks are usually completed by using the related processes that work with cells, which are the lists of customers for marketing message recipients.
Data manipulation processes are for selecting customer IDs from the database and analyze them to create important groups and target audiences.
It also allows us to execute tasks like the selection of customers based on set criteria, merging them together for either inclusion or exclusion, segmenting them into significant groups, sampling or specifying target audiences for the relative campaign.
The segmenting process is for dividing the data into different groups or segments to target different offers. After segments are created, we can connect the Segment process with any contact process to allocate offers.
An unlimited number of segments can be created. E.g., we can divide customers into high-value, medium-value, or low-value segments based on their purchase histories. Each of these segments can be targeted for different offers.
Levels, set by system administrators that represent potential targets of campaigns like, customers, merchandise, or departments are known as Audience levels, which are often, organized hierarchically.
The extract process allows us to choose fields from one table to another table for subsequent processing. It is to prepare a huge amount of data to a manageable size for successive operations, resulting in efficient performance. This process can take data from a cell, strategic segment, or eMessage-landing page.
If the strategic segment is input, we must join it to a table before extracting fields. If we use quite a few extract processes in a series, only the fields in the final Extract process should be written out.
The schedule is not related to Unica. It actually starts a flowchart even if it is not running, while the Schedule in a flowchart works only if the flowchart is running. The scheduler should not be used to schedule a flowchart, which uses the Schedule process.
The scheduling process should be used to initiate any process or its series or an entire flowchart. The schedule is active for a specified period of time during which specified events might occur causing subsequent connected processes to initiate execution.
The cube process helps in the generation of data cubes from various sources based on strategic segments, created from customer databases. The Cube process is to be used by technical users or Unica consultants. The best practice is to develop global constructs in Sessions.
Optimization processes allow us to fine-tune the campaign to maximize efficiency. We use these processes to create scores to filter the audience. who allows us to track contacts and responses, for using the results in predictive modeling from data mining products like PredictiveInsight.
The tracking process is for updating the contact statuses in the contact history. It can only update the predefined rows in contact history and not create new rows. E.g. contacts who were sent a mail with a contact status of "Contacted" but later we received a list of undeliverable mails, then we can easily update the contract statuses of "Undeliverable."
The response process tracks all the responses of customers who were contacted, via Mail List or Call List. According to the rules defined during the configuration, the response process assesses which responses should be considered valid, and how they should be credited back to campaigns and offers.
The model process is for creating a runtime model file, which can be used for real-time scoring. It automates the generation of a response model that can be used to score customers or prospects to determine the candidates most likely to respond.
The model process can be set in a flowchart to import data from two cells, one representing the responders, and the other representing the non-responders.
The scoring process is for rating the likelihood of a customer making a purchase or reacting to an offer and to identify the best prospects for the campaign that is being planned. It is based on modeling results imported from a model file (.rtm file) generated by PredictiveInsight.
Offers are simple or complex marketing communications that are sent to groups of people, using various channels, like emails, etc. E.g. a simple offer could consist of free shipping to online purchases made in a particular month.
Complex offers may contain a credit card, offered to purchasers with a personalized artwork, that varies on the recipient’s volume of purchase and region.
Yes, we can select more than one table as input in the following way:
In-database processing, for any individual flowchart, overrides the global setting. We should move from a flowchart page in Edit mode, and click the Admin icon and click Advanced Settings.
Following this, we need to select the Use In-DB Optimization while Flowchart Run check box and click OK. After save we can run the flowchart, which can be used globally.
The profile feature lets us preview a list of definitive values with their frequency of incidence in a selected field. We can profile any available field in any process where the Profile button appears.
Fields lists are in other process configuration dialogs. Records that are only in the current cell are included in the count.
Offer attributes are the fields that describe an offer. Some attributes are particular to a type of offer. E.g. interest rate might be an attribute of a credit card offer, but not of a "free shipping" offer. There are three types of attributes to an offer:
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