Email: Response tracking

The Unica Campaign and Acoustic Campaign integration performs response tracking, so marketers can retarget responders and non-responders.

Prerequisites to support response tracking

  • The UBX Toolkit was installed and configured.
  • Response tracking tables were created with the UBX Toolkit.
  • A Unica Campaign administrator configured the response tracking tables as a user data source.

How does tracking work?

Acoustic Campaign records information about email transmission, delivery, and responses. It makes this information available to UBX.

To get the information from UBX to Unica Campaign, run UBX Toolkit scripts to download event data and import it into response tracking tables.

Unica Campaign flowcharts can then access those tables as a user data source.

In some organizations, the routing of response data is automated through scripts that administrators set up. If the scripts are on the Unica Campaign listener (Analytics) server, you can create a flowchart that calls a trigger to run the scripts and use the Unica Marketing Platform Scheduler to schedule the trigger. The Scheduler also allows you to run external scripts, so you can use that method as well.

If response routing has not been automated, you must run the scripts manually, periodically.

Attributing responses to a particular mailing and Unica Campaign is handled by the integration: Unica Campaign assigns a unique name to each mailing. That unique name is included in Acoustic Campaign events, for correlation back to Unica Campaign. The unique name is generated based on the Email name that is assigned in the process box on the flowchart.

When the Email process is run in Unica Campaign, emails are sent using the email Template that is assigned to the Unica Campaign offers. When the Email process is run in Acoustic Campaign and the emails are sent, Acoustic Campaign generates treatments for each of the assigned offers in the email template. Information about the treatments is maintained in Unica Campaign in the UA_TREATMENT table. This treatment information is used when the contact and response information for these treatments is saved in Unica Campaign in the contact and response history tables.

What events are tracked?

Information about the following email events can be imported into the response tracking tables, so it is available to Unica Campaign:

  • Email Send (emailSend): Information that describes sending an email related to a product or brand.
  • Email Open (emailOpen): Information that describes an individual opening an email that relates to a product or brand.
  • Email Click (emailClick): Information that relates to an individual clicking a link in an email.
  • Email Bounce (emailBounce): Information that relates to an email that was not delivered successfully.
  • Email Optout(emailoptout): Information pertaining to opting out from Email communication.

CH/RH Update of Records Coming from Acoustic Campaign

  1. When an Email is sent (for email process box having one offer assigned )from Campaign with "Send email to all contacts immediately" flagged.->Treatment code is generated and CH/RH is populated.
  2. When an Email is sent (for email process box having one offer assigned) from Campaign with "Send email to all contacts immediately" not flagged.->Treatment code is not generated and CH/RH is not updated, only UA_emailOpen, UA_emailClick, UA_emailSend, UA_emailBounce are populated.
  3. When an Email is sent (for email process box having No Offer assigned) from campaign with "Send email to all contacts immediately" not flagged. ->Treatment code is not generated and CH/RH is not updated, only UA_emailOpen, UA_emailClick, UA_emailSend, UA_emailBounce are populated.

As a marketing user, how do I populate and use these tables?

You must periodically download events from UBX and import them into your local response tracking tables. You can run the scripts manually or as a scheduled job:
  1. To download events, run the eventsDownload script that is provided with the UBX Toolkit.
    Note: The eventsDownload script downloads tracking data related to email, SMS messages, and mobile push notifications. You may or may not be using all of those features.
  2. To import the downloaded events into the response tracking tables, run the eventsImport script that is provided with the UBX Toolkit.
  3. Be sure to follow all of the instructions that are provided in the UBX Toolkit documentation. Specifically, see Chapter 3. Event destination endpoints.
  4. Once the tables are populated, you can access them in Unica Campaign flowcharts to retarget responders and non-responders.

    Typically, you design a response flowchart and configure the process boxes to read data from the response tracking tables. For example, you can configure Select or Extract process boxes to target message opens or clicks, as you implement the next wave of the Unica Campaign.

  5. For additional information, see Response tracking tables for the integration.