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User Guide
Unica Campaign is a web-based solution that enables you to design, run, and analyze direct marketing campaigns.
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.
Response categories
Direct responses
Direct inexact matches

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.
- 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.
  - How to track responses to a campaign
    To perform response tracking, create a flowchart that includes the Response process. The Response process takes input from a Select or an Extract process and typically uses an action table as the source data.
  - Using multiple response tracking flowcharts
    Many organizations choose to use multiple response tracking flowcharts, for various reasons.
  - Response tracking using multi-part offer codes
  - Date scope for response tracking
  - Response tracking for controls
  - Response tracking for personalized offers
  - Response types
  - Response categories
    - Direct responses
      - Direct exact matches
      - Direct inexact matches
    - Inferred responses
  - Attribution methods
- 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.

Direct inexact matches

A response is considered to be a direct inexact match if Unica Campaign cannot uniquely identify a treatment instance to credit, but the returned tracking code(s) match multiple possible target treatment instances.

To narrow down target treatment instances that will receive credit for this response, if any target treatment instance contacted the responder, Unica Campaign then discards any treatment instances that did not contact the responder. If no target treatment instances contacted the responder, all are kept, and all will receive credit for a viral response.

For example, if a customer in the high-value segment received an offer from a campaign which was given to both high and low-value customers and returned the offer code, this would initially match two target treatment instances (one for the high-value cell and one for the low-value cell). Applying this response tracking rule, since the treatment instance for the high-value cell actually targeted this responder but the treatment instance for the low-value cell did not, the latter is discarded. Only the treatment instance associated with the high-value customer group is credited for this response.

In addition, if the response date was within any of the remaining treatment instances' valid date range, any treatment instances not within their effective and expiration dates are discarded.

For example, if a customer was contacted in both the January and February instances of the same campaign, and the offer code was returned, it would match two target treatment instances (one from January and one from February). If each offer version expired at the end of the month in which it was issued, a response in February would cause the January treatment instance to be discarded because it had expired. Only the February treatment instance would be credited for this response.

After response tracking rules are applied and all invalid target treatment instances are discarded, Unica Campaign uses different attribution methods to calculate the credit to give to any remaining treatment instances.

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