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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.
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.
Treatment history (UA_Treatment)
Rows are added to the treatment history table (UA_Treatment) each time a flowchart runs in production mode.

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.
    - Treatment history (UA_Treatment)
      Rows are added to the treatment history table (UA_Treatment) each time a flowchart runs in production mode.
    - Base contact history (UA_ContactHistory)
      One row is written to the base contact history table for each combination of contact ID, cell, and flowchart run date/time, for target cells as well as control cells.
    - Detailed contact history (UA_DtlContactHist)
      The detailed contact history table is written to only if you are using a scenario where individuals within the same cell receive different versions of an offer.
    - Offer history
      Offer history is comprised of multiple system tables which collectively store information about an offer version that has been used in production.
  - 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.

Treatment history (UA_Treatment)

Rows are added to the treatment history table (UA_Treatment) each time a flowchart runs in production mode.

If a flowchart is scheduled to run periodically, each new run generates a new set of treatments, one for each offer per cell, for both contact and control cells, at flowchart run time. Unica Campaign thus provides the most granular tracking possible, by recording as a separate instance each time a treatment is generated.

Treatment history works together with base contact history to provide a highly compressed and efficient way to store complete contact history information:

The base contact history table (UA_ContactHistory) records only the cell membership information for the appropriate audience.
The treatment(s) given to each cell are recorded in the treatment history table (UA_Treatment).

Each treatment instance is identified with a globally unique treatment code. The treatment code can be used in response tracking to attribute each response to a specific treatment instance.

How controls are handled in treatment history

A control cell is qualified for an offer but is excluded from receiving the offer for analysis purposes. If controls are used, treatment history also records control cell data:

Rows pertaining to offers that are given to a target cell are called target treatments.
Rows pertaining to offers that are assigned to a control cell are called control treatments.

Target treatments have an associated control treatment if a control cell was assigned to the target cell in the contact process. Each control treatment is assigned a unique treatment code, although the codes are not distributed to control members. Control treatment codes are generated to facilitate custom response tracking where custom flowchart logic is used to identify a control: control treatment codes can be looked up and associated with the event so that the response can be attributed to an exact control treatment instance.

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