Response history and response types

Response history is the historical record of responses to campaigns, either by targeted respondents or by hold-outs (members of control groups who perform the desired action despite not having been contacted). Response types are the specific actions that you are tracking in a campaign.

For more information about response history and instructions on how to design flowcharts to record responses, see the Unica Campaign User's Guide.

What are response types?

Response types are the actions that you are tracking, such as click-through, inquiry, purchase, activation, use, and so on. Each response type is represented by a unique response code. Response types and codes are defined globally in the UA_UsrResponseType table, and are available for all offers, although not all response types are relevant for all offers. For example, you would not expect to see a click-through response type for a direct mail offer.

Unica Campaign is delivered with a set of default response types. As an administrator, you can add more response types.

Adding response types is explained in the Unica Campaign Administrator's Guide. For information about using and tracking response types, see the Unica Campaign User's Guide.

How does response history relate to audience levels?

Unica Campaign records and maintains a separate response history for each audience level that is defined. Each audience level has its own related response history table in the Unica Campaign system database, as well as a related Unica Campaign system table.

How does response history relate to database tables?

Response history tables, which must exist in the Unica Campaign system database, store historical responses for each audience level.

The Customer audience level is delivered by default, and the history of responses from customers could be stored in the UA_ResponseHistory in the Unica Campaign system database.

If you create an additional audience level, you must create the response history table for it in the Unica Campaign system database.

After you create the table in the Unica Campaign system database for a new audience level, you must map the new table to the Unica Campaign system table for the audience level's response history, which is automatically created when you create the audience level.

Foreign key constraints in response history tables

Each response history table that you create for a new audience level must have a foreign key constraint on the UA_Treatment table's TreatmentInstID field. For details on how to set up this constraint, see the DDL file that creates the system tables.