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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.
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.

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.
    - 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

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.

About this task

Note: Flowcharts with legacy Model and Score process boxes will not run. You must replace the legacy process boxes with the SPSS® Model and SPSS® Score process boxes.

To convert an Unica Campaign flowchart from PredictiveInsight to IBM SPSS Modeler Advantage Enterprise Marketing Management Edition, complete the following steps.

Procedure

In Unica Campaign, open the flowchart.
Open any legacy Model and Score process boxes and record any information that you want to use in the new process boxes.
Delete the legacy Model process boxes and add SPSS® Model process boxes to the flowchart.

This task is described in Creating or rebuilding a model.
Delete the legacy Score process boxes and add SPSS® Score process boxes to the flowchart.

This task is described in Scoring using a modeling stream.
Test the flowchart to verify that your changes create the output that you want.

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