Let's Get Started With Unica - Part 1 - Unica Campaign

Your company has recently adopted Unica to manage, execute and streamline its marketing automation process. As a major enterprise player, you are looking to use Unica to deliver goal-based marketing. Or you are a developer who wants to expand your knowledge on how to use the processes of Unica Campaign such as Select customers, Merge, or Segment your audience. Or you are a  Unica developer who wants to refresh your skills on flowchart creation, for the companies marketing requirements. You are at the right place.

We are preparing a series of episodes for each module in the Unica Suite; this one is specifically for Unica Campaign. Unica Campaign allows a Marketer and Developer. In Unica Campaign, you can target customers on a large or small scale, depending on the need. Here is a series of short videos which can guide you through one of the products from the suite – the Unica Campaign.

1. Introduction to the Campaign Module

Unica Campaign enables you to design, run, and analyze marketing campaigns. The first video is an introduction and a tour of the Campaign module. It reviews the navigation tools and the process boxes on the canvas. It also reviews building the flowchart and other requirements for campaign execution. As Campaign is a module in the Unica Suite, in this instance, it is integrated with the Plan Modules, which is also described here. Check out the video below to get an overview of the Campaign module:

Campaign can be a stand-alone module or integrated with the Unica Suite.

2. Basic Flowchart

Using Flowcharts helps the developer create the flow of data as required by the requirements set by the Marketing or Campaign manager. Each campaign consists of at least one flowchart to perform a sequence of actions on data. The flowchart is a series of actions through process steps which include but are not limited to: Select, Merge, Extract, Segment, Sample, and Output process. Check out the video below to learn how to make a basic flowchart.

3. Select process box

Many flowcharts begin data criteria that require one or more Select processes. We remember that the Campaign sits on a customers’ database or databases. The Select process enables the developer to select required data, such as where a person lives or last purchase or last action, from tables such as an Interaction or Individual table. Other examples may be who to suppress or exclude. Using multiple Select processes allows the Platform to run requirements against the data for faster performance. Check out the video below to learn how to use the Select process in a flowchart:

4. Merge process box

Merge process box is used to match and merge your data. The Merge process specifies which input data is to be included, combined, or excluded (suppressed). Through the Merge Process, your data is combined together for who to include in your campaign and who to exclude. Example:  Anyone who made an inquiry in the last 3 months, AND (Match) has a valid email address, excluding anyone who has opted out of any communication. Check out the video to learn more about how to Merge (or Match) your data requirements.

5. Segment process box

The Segment process is one of the powerful features of Unica Campaign Flowcharts; using the Segment process configuration, you can start to create the groups of data as required. A simple example is breaking up data by ranges, such as store purchases made, age/income ranges, loyalty membership level, etc. And a feature of Unica Campaign is that a developer can segment to another segment, further breaking apart data as required. Because each segment has its own unique cell code identifier, all of this data can be sent to contact history for report or analysis, which also may be required. These are very powers for creating the conversation with the customer for the “sending the right offer to the right customer at the right time” philosophy. Check out the video to learn more about how to Segment your data requirements.

6. Sample process box

The Sample process is another powerful process in which a developer can create groups, either for testing or control, for the effectiveness of the campaign. The Sample process allows unlimited division of output data, either by specific numbers or a percentage. There are additional capabilities of specific criteria such as every nth customer or by a specific data detail. Check out the video to learn more about how to Sample your data requirements.

Unica is a cloud-native, fully integrated enterprise marketing automation platform that provides precision marketing at scale, and it enables the users: marketers, and developers to perform better. Marketers can accelerate their time to market and broaden their customer engagement with Unica 12.1.2 platform. At the same time, IT teams can leverage the immense benefits of an enhanced cloud-native foundation and flexible deployment options. In Unica Suite, we have products like Unica Campaign, Unica Journey, Unica Deliver, Unica Interact, Unica Plan, UNICA Optimize, UNICA Discover, UNICA Link to cater to Integrated Goal-Based Marketing, Messaging without Limits, and many more features.

We have created similar series of other Modules like Unica Plan, Unica Journey, Unica Deliver, Unica Link, and Unica Discover. Stay Tuned for more such videos on other modules.