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Campaign and SPSSMA
Unica Campaign and IBM SPSSMA Integration Guide
Building and scoring models
After Unica Campaign and IBM SPSS Modeler Advantage Enterprise Marketing Management Edition are integrated, you can use the SPSS® Model and SPSS Score process boxes within an Unica Campaign flowchart. Use the SPSS Model and SPSS Score process boxes to open IBM SPSS Modeler Advantage Enterprise Marketing Management Edition to view and configure the modeling and scoring options.
The SPSS® Model process
Unica Campaign runs the SPSS® Model process box as part of a flowchart. You can run the flowchart manually by using the flowchart controls, or you can automate the flow by using a Schedule process box in the flowchart. The model is built with current data that is extracted from the Unica Campaign flowchart.
Best practices for creating or rebuilding a model
Use best practices when you create or rebuild models in Unica Campaign.

Campaign and SPSSMA
- Unica Campaign and IBM SPSSMA Integration Guide
  - Overview of the integration
    The integration of Unica Campaign and IBM SPSS Modeler Advantage Enterprise Marketing Management Edition provides a complete solution for creating predictive models, which marketers can then score to predict future customer behavior. Marketers can use modeling and scoring to reach customers who are more likely to accept an offer, which results in better response rates for marketing campaigns.
  - Configuring the integration
    You must ensure that Unica Campaign and IBM SPSS Modeler Advantage Enterprise Marketing Management Edition are installed and configured for integration.
  - Building and scoring models
    After Unica Campaign and IBM SPSS Modeler Advantage Enterprise Marketing Management Edition are integrated, you can use the SPSS® Model and SPSS Score process boxes within an Unica Campaign flowchart. Use the SPSS Model and SPSS Score process boxes to open IBM SPSS Modeler Advantage Enterprise Marketing Management Edition to view and configure the modeling and scoring options.
    - About single sign-on
      Single sign-on allows users to access IBM SPSS Modeler Advantage Enterprise Marketing Management Edition from Unica Platform or from an Unica Campaign flowchart. To use single sign-on, you must have a login and password on Unica Platform with a role of either SPSSuser or SPSSadmin.
    - Model types
      IBM SPSS Modeler Advantage Enterprise Marketing Management Edition supports four model types. However, Predictive models are the only type of model that you can create when you use the SPSS® Model process in an Unica Campaign flowchart. Although Unica Campaign restricts which types of models can be created in the SPSS Model process box, any of the four model types can be used for scoring in the SPSS Score process box.
    - Automatic matching of fields
      When you use an existing modeling stream, the fields are automatically matched when you configure SPSS® Model and SPSS Score process boxes. The automatic matching process finds the first occurrence of an exact field name from mapped tables and matches it to the required field from the modeling stream.
    - Prerequisites for building and scoring models
      Make sure that the prerequisites are met before you build and score models in Unica Campaign.
    - Converting an existing Unica Campaign flowchart from PredictiveInsight
      For Unica Campaign flowcharts that used PredictiveInsight for modeling or scoring, you must manually replace the legacy Model and Score process boxes.
    - Selecting modeling stream versions other than LATEST
      There might be multiple versions of a modeling stream saved in the IBM SPSS Collaboration and Deployment Services repository. When you select a modeling stream from the repository, you always get the version labeled LATEST.
    - The SPSS® Model process
      Unica Campaign runs the SPSS® Model process box as part of a flowchart. You can run the flowchart manually by using the flowchart controls, or you can automate the flow by using a Schedule process box in the flowchart. The model is built with current data that is extracted from the Unica Campaign flowchart.
      - Best practices for creating or rebuilding a model
        Use best practices when you create or rebuild models in Unica Campaign.
      - Creating or rebuilding a model
        Add an SPSS® Model process box to an Unica Campaign flowchart to create a new modeling stream or use an existing modeling stream to rebuild or refresh a model. You can then view and configure the model build options in IBM SPSS Modeler Advantage Enterprise Marketing Management Edition. These settings are used when the model is built during an Unica Campaign automated process flow.
      - Evaluating the model
        You can generate model performance reports to evaluate the model's predictive accuracy after the model is built.
    - The SPSS® Score process
      Unica Campaign runs the SPSS® Score process box as part of a flowchart. The individuals to be scored and their data come from the source cell that is defined in the SPSS Score process box.
    - Automating the building and scoring of models
      You can automate the building and scoring of models by using the Schedule process box in Unica Campaign flowcharts or by using the Unica Scheduler. The Scheduler operates only on the full flowchart.
    - Troubleshooting model and score processes
      Determine the cause of failure and correct the settings so that the model can be rebuilt before being scored.
    - Example of a campaign that uses SPSS® Model and SPSS® Score processes
      Marketers at ABC Bank want to promote savings accounts to customers by providing special high-interest rates. They ran a marketing campaign that targeted 1000 customers. The results of the campaign were poor as few customers accepted the offer. Now, the marketers want to target an additional 1000 customers. To get better results from the campaign, they want to analyze the responses from the previous campaign to find customers who have a higher probability of accepting the offer.
- IBM SPSSMA Enterprise Marketing Edition: Installation Guide
- IBM SPSSMA Marketing Edition and Unica Campaign: Release Notes

Best practices for creating or rebuilding a model

Use best practices when you create or rebuild models in Unica Campaign.

The following table describes best practices to use when you create or build SPSS® models in Unica Campaign.

Flowchart types	Create session flowcharts when the model will be shared among multiple campaign flowcharts. Create campaign flowcharts when the resulting modeling stream will be used only by that one campaign.
Model names	Model names must be alphanumeric. Names must begin with an alphabetic character and cannot contain any spaces. They can include the underscore (_) character.
Changing model types	You can change the model type in a modeling stream from the default Predictive type by opening IBM SPSS Modeler Advantage Enterprise Marketing Management Edition from the SPSS® Model process box. Change the model type and save the modeling stream. You can then build the model either from the SPSS® Model process box or directly from IBM SPSS Modeler Advantage Enterprise Marketing Management Edition.
Data for modeling and scoring	If you open the modeling stream in IBM SPSS Modeler Advantage Enterprise Marketing Management Edition before you run the SPSS® Model or SPSS® Score process, only dummy data is available for the SPSS® Score process. You must run the processes that provide the input cell and run the SPSS® Model process to use real data in the IBM SPSS Modeler Advantage Enterprise Marketing Management Edition data overviews or previews.
Displaying the latest results	If you open a modeling stream while it is running, the display does not report that the model is building or that it completed. You must close and re-open a modeling stream to see the latest results.
Saving modeling streams	Modeling streams cannot be saved in the root directory, which is at the parent level. They must be saved in folders, which are at the child level.

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