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User Guide
Unica Campaign is a web-based solution that enables you to design, run, and analyze direct marketing campaigns.
Target cell management
A cell is a group of people that you want to target, such as high value customers. A target cell is a cell that has an offer assigned to it.

User Guide
Unica Campaign is a web-based solution that enables you to design, run, and analyze direct marketing campaigns.
- Unica Campaign overview
  Unica Campaign is a web-based solution that enables you to design, run, and analyze direct marketing campaigns.
- Creating and managing campaigns
  One of the first things you do in Unica Campaign is to create a marketing campaign to identify your objective. Each campaign is defined by its business objective, initiative, and effective date range. A campaign always consists of at least one flowchart, where you select recipients and assign offers. You can create, view, edit, delete, and perform similar operations on marketing campaigns.
- Designing flowcharts
  Unica Campaign flowcharts define the campaign logic. Each campaign consists of at least one flowchart. A flowchart performs a sequence of actions on data that is stored in your customer databases or flat files.
- Flowchart management
  Unica Campaign flowcharts define the campaign logic. Each flowchart in a campaign performs a sequence of actions on data that is stored in your customer databases or flat files.
- Offer management
  Offers are specific marketing communications that you send to particular groups of people, using one or more channels. Each offer is based on an offer template that a Unica Campaign administrator defines.
- Target cell management
  A cell is a group of people that you want to target, such as high value customers. A target cell is a cell that has an offer assigned to it.
  - Generating cells in a flowchart
    When you run a data manipulation process in a flowchart, the process generates one or more cells as output. A cell is a list of IDs. The generated output can be used as input into downstream processes.
  - Limiting the size of output cells
    To limit the number of IDs generated by data manipulation processes such as Audience, Extract, Merge, or Select, use the Cell size limit tab of the process configuration dialog.
  - Cell names and codes
    Cell names and codes are important because they establish the links between processes that output cells or use cells as input.
  - Target cell spreadsheets
    Each marketing campaign has a target cell spreadsheet (TCS), which provides a visual matrix of segments and offers. The TCS provides the ability to build and examine relationships between target cells and their associated offers or controls. (Controls are not contacted with an offer., even though they qualify for the offer.)
- Contact history
  Unica Campaign maintains contact history to record information about offers that are sent to contacts. History is also recorded about control cells, to identify customers who are purposely not sent the offer.
- Unica Campaign response tracking
  Use the Response process in a flowchart to track the actions that occur after a campaign. When you run the Response process, data is recorded in the response history tables and is available for the Unica Campaign performance reports.
- Stored objects
  If there are campaign components that you use frequently, you can save them as stored objects. Reusing stored objects across flowcharts and campaigns saves time and ensures consistency.
- Session flowcharts
  Sessions provide a way to create persistent, global "data artifacts" for use in all campaigns. Each session contains one or more flowcharts. Running a session flowchart makes the outcome of the session (the data artifacts) available globally to all campaigns.
- Unica Campaign reports overview
  Unica Campaign provides reports to aid in campaign and offer management.
- Special characters in Unica Campaign object names
  Some special characters are not supported in any Unica Campaign object names. In addition, some objects have specific naming restrictions.
- Packaging flowchart files for troubleshooting
  If you need help from HCL to troubleshoot a flowchart, you can automatically collect relevant data to send to the Technical Support.

Target cell management

A cell is a group of people that you want to target, such as high value customers. A target cell is a cell that has an offer assigned to it.

Cells are created when you configure and then run a data manipulation process (Select, Merge, Segment, Sample, Audience, or Extract) in a flowchart. For example, a Select process can generate an output cell that consists of Gold customers. An output cell can be used as input for other processes in the same flowchart.

You create a target cell by assigning an offer to a cell. You can assign offers by configuring a contact process (such as a Mail list or Call list) in a flowchart or by editing the Target Cell Spreadsheet (TCS®). Most organizations use only one of the two approaches:

Bottom-up: A Unica Campaign designer creates offers, then assigns offers by configuring a Mail List or Call List process in a flowchart.
Top-down: A marketing manager creates offers, then assigns the offers in a Target Cell Spreadsheet (TCS®). A Unica Campaign designer then creates a flowchart to select recipients for the offers, and links the flowchart cells to cells in the TCS®.

Every cell has:

A system-generated cell name, unique within the current flowchart.
A system-generated cell code. The cell code has a standard format that is determined by your system administrator and is unique when generated. Cell codes are not checked for uniqueness unless the flowchart configuration parameter AllowDuplicateCellCodes is set to "No." In this case, cell codes are enforced to be unique only within the current flowchart.
Cell codes and cell code generators are explained in the Unica Campaign Administrator's Guide. Configuration parameters are explained in the Unica Platform Administrator's Guide.

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