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User Guide
Unica Campaign is a web-based solution that enables you to design, run, and analyze direct marketing campaigns.
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.
Introduction to using Unica Plan assets in Unica Campaign offers
If both Unica Plan and Unica Campaign are installed, and you licensed the Marketing Asset Management add-on for Unica Plan, your campaigns can include digital assets from your Unica Plan asset libraries. Unica Campaign does not need to be integrated with Unica Plan, although it may be.

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.
  - Overview
  - Offer attributes
    Offer attributes are the information that defines an offer. Offer name, Description, and Channel are examples of offer attributes.
  - Offer versions
    An offer version is created each time you vary the parameterized attributes of an offer to create a unique combination.
  - Offer templates
    When you create an offer, you base it on an offer template. Offer templates are created in advance by an administrator.
  - Treatments
    Treatments are unique combinations of a cell and an offer version at a particular point in time. Because they enable you to track responses in a very specific way, using treatment codes for response tracking is a best practice.
  - Creating offers
    Create offers to represent the marketing messages that you want to communicate to customers or prospects.
  - Editing offers
    You can edit an offer at any time, whether or not it has been used in a contact process, depending on your roles and permissions.
  - Assigning offers to cells in a flowchart
    Flowchart designers assign offers to cells by configuring a contact process in a flowchart. A cell is a list of customers who you want to contact with a specific offer. A target cell is a cell that has an offer assigned to it. You can optionally exclude control groups from contact, for analysis purposes.
  - Associating relevant offers with campaigns
    You can associate offers with campaigns to make it easier for users to select relevant offers when they configure contact processes in flowcharts (assign offers to cells).
  - Relevant products for offers
    Relevant product(s) is a required attribute in offer templates, although it does not have to be populated in each offer.
  - Duplicating offers
    You can create new offers by duplicating existing offers, to save data entry time. You can duplicate retired offers or active offers.
  - Grouping offers
    You can group offers for reporting or analysis purposes.
  - Moving offers or offer lists
    You can move one or more offers among folders. The procedure for moving offers is the same as for moving offer lists, and you can move offers and offer lists in the same operation.
  - Retiring offers or offer lists
    If you have the appropriate permissions, you can retire offers and offer lists to prevent their further use. Retired offers can no longer be assigned and cannot be given out as part of an offer list.
  - Draft offers or offer lists
  - Deleting an offer or offer list
    You use the same procedure to delete an offer or an offer list.
  - Searching for offers
    You can search for offers but not for offer lists.
  - Analyzing offers
    Use Unica Campaign reports to analyze an individual offer or do a system-wide analysis across multiple offers.
  - Offer lists
    Offer lists are configurable groups of offers that you can use to manage offers. The same offer can exist in more than one offer list. You can add offers to offer lists and assign offer lists to cells. You can also edit, move, delete, or retire offer lists.
  - Offer management in integrated Unica Plan-Unica Campaign systems
    If your Unica Campaign environment is integrated with Unica Plan, you work with offers in one of two ways.
  - Introduction to using Unica Plan assets in Unica Campaign offers
    If both Unica Plan and Unica Campaign are installed, and you licensed the Marketing Asset Management add-on for Unica Plan, your campaigns can include digital assets from your Unica Plan asset libraries. Unica Campaign does not need to be integrated with Unica Plan, although it may be.
    - Using Unica Plan assets in Unica Campaign offers
      This topic explains how to relate a digital asset from Unica Plan to a Unica Campaign offer, for systems that are not integrated. If Unica Plan is integrated with Unica Campaign, and offer integration is enabled, you follow a slightly different procedure. See the Unica Plan and Unica Campaign Integration Guide.
  - Overview of Unica Deliver offer integration with Unica Campaign
    If your Unica Campaign administrator enabled Unica Deliver offer integration, Unica Campaign offers can be associated with Unica Deliver assets.
  - Viewing and editing Unica Deliver assets that are linked to a Unica Campaign offer
    You can view all of the related Unica Deliver digital assets for an offer from the offer Summary page and optionally edit the assets in the Content Library.
- 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.

Introduction to using Unica Plan assets in Unica Campaign offers

If both Unica Plan and Unica Campaign are installed, and you licensed the Marketing Asset Management add-on for Unica Plan, your campaigns can include digital assets from your Unica Plan asset libraries. Unica Campaign does not need to be integrated with Unica Plan, although it may be.

An example of this functionality is to create an offer that includes a product logo stored in a Unica Plan asset library.

To include a Unica Plan asset in an offer, a user creates an offer based on a template that includes the CreativeURL attribute. A "Creative URL" is a pointer that indicates the location of an asset in Unica Plan. The asset that the CreativeURL attribute points to is included in the offer.

The CreativeURL attribute allows users to move seamlessly from Unica Campaign to Unica Plan when configuring offers, offer templates, or campaigns.

For example, when creating or editing a campaign, you can go from a target cell spreadsheet (TCS) cell to the offer related to that cell. From the offer, you can go to the related asset in Unica Plan, where you can view or modify it. You can also upload a new asset to the library for immediate use in the campaign.

The following example shows one possible workflow for a system. This example is for a system that is not integrated. Your workflow might differ.

Example of workflow

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