Home
User Guide
Unica Campaign is a web-based solution that enables you to design, run, and analyze direct 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.
The Audience process
Audience levels define the target entity that you want to work with, such as account, customer, household, product, or business division. Use the Audience process in a flowchart to switch between audience levels or to filter out IDs by audience level.
Householding
Householding is a general term that means reducing the number of members in the current audience level by scoping using another audience level.

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.
  - Create flowcharts
    Follow these instructions to add a flowchart to a marketing campaign. A flowchart determines the campaign logic.
  - Editing flowcharts
    Open a flowchart for editing to make changes to it. For example, you can add or remove processes, reconfigure existing processes, or change the flowchart name and description.
  - Example: Contact and response flowcharts
    This example shows two flowcharts that were designed for a marketing campaign that uses multiple channels to deliver an offer to customers who otherwise might be lost through attrition.
  - Flowchart workspace overview
    Use the flowchart workspace to design flowcharts for marketing campaigns.
  - Flowchart design considerations
    Be aware of the following considerations when you create flowcharts.
  - Flowchart Process overview
    Process boxes are the building blocks of Unica Campaign flowcharts. All available processes are in the palette at the left of the workspace when a flowchart is open for editing.
  - List of Unica Campaign processes
    Configure and connect processes in flowcharts to accomplish your campaign goals. Each process performs a specific operation, such as selecting, merging, or segmenting customers.
  - Adding processes to flowcharts
    You can add a process to a flowchart by dragging a process box from the palette to the workspace.
  - Connecting processes in flowcharts
    Connect processes in a flowchart to specify the direction of data flow and the order in which the processes run. When you move processes in the workspace, any existing connections between processes remain. Moving processes in a flowchart does not affect data flow. You affect data flow only by adding or deleting connections.
  - Changing the appearance of connection lines
    There are several options to control the appearance of connector lines between process boxes in a flowchart.
  - Deleting a connection between two processes
    If you no longer want two processes to be connected, or if you want to change the direction of the data flow between them, you can delete the connection.
  - Aligning process boxes
    You can align process boxes to improve the appearance of the flowchart.
  - Adjusting flowchart appearance
    When you edit a flowchart, use the Layout menu to reposition all process boxes in a single command to improve the appearance of the flowchart. This is a visual change which does not affect the flow of data. The direction of the connection lines between processes determines data flow.
  - Annotating flowcharts
    You can annotate process boxes to communicate with other users of the flowchart and clarify the intention and functionality of each process. Annotations appear as yellow sticky notes.
  - Determining the status of a process
    Each process box in a flowchart displays an icon to indicate its status.
  - Copying processes within a flowchart
    Copying a configured process can save time when you build campaign flowcharts. You can paste the process elsewhere in the workspace.
  - Copying processes between flowcharts
    Use the template library to copy configured processes from one flowchart to another. A template contains one or more configured processes and connections. Copying configured process boxes can save time when you design complex flowcharts.
  - Moving processes in flowcharts
    You can move any process in a flowchart by dragging the process to a different location in the workspace. Moving a process does not affect the workflow; it only affects the visual appearance of the flowchart.
  - Deleting processes from flowcharts
    As you design and build flowcharts, you can delete processes if you decide that you no longer need them. If you delete a process that has an annotation, the annotation is also deleted.
  - Data sources for processes
    When you configure most processes in a flowchart, you must specify the source of the data that the process will act on. The data source for a process can be one or more incoming cells, segments, files, or tables. For example, the data source for a Select process might be a database table where your organization stores customer information such as Name, Address, Age, and Income.
  - Skipping duplicate IDs in process output
    The Extract, Call list, Mail list, and Snapshot processes allow you to specify how to treat duplicate IDs in the process output. The default is to allow duplicate IDs in the output.
  - Previewing field values from your user data
    When you configure a process in a flowchart, you can use the Profile feature to preview field values. This feature lets you see actual values from fields in your user data. You can profile any field in a mapped data source. You can also profile derived fields.
  - To create a query with Formula Helper
    When you create a query to select IDs in a Select, Segment, or Extract process, you can use the Formula helper to help build the query. The Formula helper is available from the process configuration dialog. The Formula helper contains a set of buttons for inserting commonly used operators and a list of macros, operators, and functions.
  - To create a raw SQL query
    When you configure a Select, Segment, or Extract process in a flowchart, you can use queries to identify contacts from your databases or flat files. The Select, Segment, and Extract processes provide query builders to help you construct queries. Additionally, experienced SQL users can write their own SQL queries or copy and paste SQL queries from other applications. Writing raw SQL is an advanced operation; users are responsible for correct syntax and query results.
  - The Select process
    Use the Select process to select IDs from your marketing data, such as customers, accounts, or households that you intend to contact.
  - The Merge process
    Use the Merge process to specify which input cells are included and combined and which input cells are excluded (suppressed).
  - The Segment process
    Use the Segment process to divide data into distinct groups, or segments. Connect a Segment process to a contact process, such as a Call list or Mail list, to assign treatments or offers to the segments.
  - The Sample process
    Use the Sample process to divide contacts into groups. The classic use of sampling is to establish target and control groups that you can use to measure the effectiveness of your marketing campaign.
  - The Audience process
    Audience levels define the target entity that you want to work with, such as account, customer, household, product, or business division. Use the Audience process in a flowchart to switch between audience levels or to filter out IDs by audience level.
    - Audience levels
      Audience levels are defined by Unica Campaign administrators to represent different potential targets of campaigns, such as account, customer, household, product, or business division.
    - Householding
      Householding is a general term that means reducing the number of members in the current audience level by scoping using another audience level.
    - When to switch audience levels
      Some complex campaigns require processing at different audience levels to arrive at the list of final target entities. This can involve starting at one audience level, performing some computations and taking this output, then moving to another audience level, and performing other computations.
    - Example: Audience process
      This example shows how to configure an Audience process in a flowchart.
    - Example: Filtering records
      This example explains how to use filtering in an Audience process in a flowchart.
    - Switching and filtering audience levels
      Configure an Audience process to switch between audience levels or to filter out IDs by a specific audience level.
  - The Extract process
    Use the Extract process to select fields from one table and write them out to another table for subsequent processing. The Extract process is designed to pare down a large amount of data to a manageable size for subsequent operations, resulting in vast performance improvements.
  - The Snapshot process
    Use the Snapshot process to capture data for export to a table or a file.
  - The Schedule process
    Use the Schedule process to initiate a process, a series of processes, or an entire flowchart. The Schedule process works only if the flowchart is running.
  - The Cube process
    Administrators use the Cube process to allow users to drill into data from multiple sources. Data cubes consist of dimensions that are based on strategic segments.
  - The CreateSeg process
    Use the CreateSeg process to create lists of audience IDs from customer database tables. Define the CreateSeg process in the Sessions area of Unica Campaign so that the segments are available globally for use in all campaigns.
  - The Mail List process
    Use the Mail list process to assign offers to contacts, generate a contact list for a direct mail campaign, and log the contact history. The Mail list process is often referred to as a contact process.
  - The Call List process
    Use the Call list process to assign offers to contacts, generate a contact list for a telemarketing campaign, and log the contact history. The Call list process is often referred to as a contact process.
  - The Track process
    Use the Track process to update the contact statuses or additionally tracked fields for existing records in contact history. The Track process can update existing contact history records, create new records, or do a combination of both.
  - The Response process
    The Response process tracks the responses of customers who were contacted in a contact process, such as Mail list or Call list.
  - The Unica Campaign History tab
- 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.
- Send Time Optimization
  Send time optimization calculates the best time to contact the target customer via various channels based on past interactions.
- 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.
- 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.

Householding

Householding is a general term that means reducing the number of members in the current audience level by scoping using another audience level.

One of the most common examples of householding is to identify a single individual to target within each household. You might select one individual per household according to a marketing business rule such as:

The individual with the greatest dollar value across all accounts;
The individual with the most purchases in a particular product category;
The individual with the greatest tenure; or
The youngest male over 18 within the household.

You can use the Audience process to change audience levels and filter IDs according to user-specified criteria.

Have feedback?
Google Analytics is used to store comments and ratings. To provide a comment or rating for a topic, click Accept All Cookies or Allow All in Cookie Preferences in the footer of this page.