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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.
How modeling and scoring work in the IBM SPSS Modeler Advantage Enterprise Marketing Management Edition and Unica Campaign integrated environment
When you use Unica Campaign and IBM SPSS Modeler Advantage Enterprise Marketing Management Edition in an integrated environment, you can model and score within your Unica Campaign flowchart.
How scoring works in Unica Campaign flowcharts
You can use the SPSS® Score process box in an Unica Campaign flowchart to deploy models, such as using modeling streams to score an audience.

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.
    - How modeling and scoring work in the IBM SPSS Modeler Advantage Enterprise Marketing Management Edition and Unica Campaign integrated environment
      When you use Unica Campaign and IBM SPSS Modeler Advantage Enterprise Marketing Management Edition in an integrated environment, you can model and score within your Unica Campaign flowchart.
      - How predictive modeling works in Unica Campaign flowcharts
        The SPSS® Model process takes a single input cell for which you specify a target field to indicate what you want to predict.
      - How scoring works in Unica Campaign flowcharts
        You can use the SPSS® Score process box in an Unica Campaign flowchart to deploy models, such as using modeling streams to score an audience.
  - 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.
- IBM SPSSMA Enterprise Marketing Edition: Installation Guide
- IBM SPSSMA Marketing Edition and Unica Campaign: Release Notes

How scoring works in Unica Campaign flowcharts

You can use the SPSS® Score process box in an Unica Campaign flowchart to deploy models, such as using modeling streams to score an audience.

For example, you can use a predictive model to rate the likelihood of each customer making a purchase or responding to an offer. By using this method to score the model, you can identify the best customers or prospects for the campaign that you plan to run. You can use up to five models in a single SPSS® Score process box to score the target audience in the campaign, which will use the most recent data available.

Predictive model scores are available downstream from the SPSS® Score process box. You can use the score fields directly to subselect or segment your audience members.

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