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 GUI’s 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 offers 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, field creation, exclusions, the ability to execute email, and mobile SMS campaigns.

• Reuse building blocks of campaign management incorporating audiences, offers 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 different 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 field 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 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 first temporary table as its starting point. This makes the queries more efficient 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 figure below is a section from a Unica flow chart containing 2 select boxes. The first 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.

What this means in terms of behind the scenes process is shown in the figure below:

The figure above shows that we have joined a temporary table of 6 customer id’s to another schema table and then applied some additional criteria (in this case age