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User Guide
Unica Campaign is a web-based solution that enables you to design, run, and analyze direct marketing campaigns.
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.
Contact history and audience levels overview
Unica Campaign maintains contact history for each audience level, such as Customer and Household. Contact history provides a historical record of your direct marketing efforts, including who was contacted, what offers were made, by which channels.

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.
- 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.
  - Contact history and audience levels overview
    Unica Campaign maintains contact history for each audience level, such as Customer and Household. Contact history provides a historical record of your direct marketing efforts, including who was contacted, what offers were made, by which channels.
  - How the contact history tables are updated
    Entries are written to the Unica Campaign contact history tables when a flowchart contact process (such as Call list or Mail list) or the Track process runs in production mode with the history logging options enabled. Test runs do not populate the contact history tables.
  - Updating contact history by doing a production run
    When you do a production run, you can update contact history for the current Run ID. Use the Run history options window to choose how the new contact history will be written to the contact history table.
  - Specifying a database table for contact logging
    You can log contact information to a database when you configure a contact process.
  - Specifying an output file for contact logging
    You can optionally output contact history to a flat file with a data dictionary or a delimited file.
  - Disabling writing to contact history
    If you do not want production runs to update the contact history tables, you can configure the Call list or Mail list process to prevent logging. However, the best practice is not to disable contact history logging.
  - To clear contact history and response history
    Clearing contact and response history permanently deletes history records from the system tables. This data is not recoverable.
- 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.

Contact history and audience levels overview

Unica Campaign maintains contact history for each audience level, such as Customer and Household. Contact history provides a historical record of your direct marketing efforts, including who was contacted, what offers were made, by which channels.

Unica Campaign maintains contact history in the system database tables:

Base contact history (UA_ContactHistory) is recorded when all members of a cell are treated the same (when they are all given the same version of an offer).
Detailed contact history (UA_DtlContactHist) is recorded only when individuals in the same cell receive different offer versions (offers with different values for personalized offer attributes) or a different number of offers.
Detailed contact history can quickly grow very large, but it provides complete data to support detailed response tracking and to analyze targets and controls.
For every production run, data is recorded in the Treatment tables (UA_Treatment). Control information for hold-outs is also recorded here. Hold-outs do not receive communications, but are measured against the target group for comparison. Treatment history is used together with contact history to form a complete historical record of offers that were sent.

Contact history and the corresponding response history are maintained for each audience level.

For example, suppose you have two audience levels, Customer and Household. The table implementation depends on how your database is configured:

Each audience level usually has its own set of contact and response history tables in the Unica Campaign system database. In other words, the Customer audience level has a set of tables (contact history, detailed contact history, response history), and the Household audience level has its own set of tables.
If your database is configured so that multiple audience levels write to the same underlying physical tables, then each audience level does not require its own set of tables. However, the underlying physical tables (contact history, detailed contact history, response history), must include a key for each audience level.

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