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 this task

Note: The SPSS® Model and SPSS® Score process boxes appear in the Unica Campaign flowchart palette only if IBM SPSS Modeler Advantage Enterprise Marketing Management Edition integration is enabled.

This process overview describes how to use the SPSS® Model and SPSS® Score process boxes within an Unica Campaign flowchart. Additional information is described in the following documents:

Flowcharts, sessions, and campaigns are described in detail in the Unica Campaign User's Guide.
Modeling and scoring are described in detail in the SPSS® Modeler Advantage Guide.

Procedure

The following table provides an overview of how to build and score a model in Unica Campaign and IBM SPSS Modeler Advantage Enterprise Marketing Management Edition.

Table 1. Building and scoring models process overview
Task	Description	Documentation
1. Use Unica Campaign to design your flowchart.	For example, start with a Select process box. Add an SPSS® Model process box downstream and connect the upstream process to provide input.	This task is described in Creating or rebuilding a model.
2. Configure the SPSS® Model process box.	Create a predictive model or use an existing modeling stream. Select the target fields and candidate fields to consider while modeling. Save your changes and close the SPSS® Model process box.	This task is described in Creating or rebuilding a model.
3. Save and run the flowchart.	Make sure that the model builds successfully.	This task is described in Creating or rebuilding a model.
4. Evaluate the model.	You can generate model performance reports to evaluate the model's predictive accuracy.	This task is described in Evaluating the model.
5. Add an SPSS® Score process box downstream of the SPSS® Model process box.	To ensure that the scoring process runs only after modeling is complete, add a temporal connection between the SPSS® Model process box and the SPSS® Score process box. Note: A solid line connects the process box whose output cell is used by the Select process. A dotted line connects the process box whose output is not used as input but has only a temporal relationship with the Select process.	This task is described in Scoring using a modeling stream.
6. Configure the SPSS® Score process box.	You can select up to five modeling streams to use for scoring.	This task is described in Scoring using a modeling stream.
7. Ensure that the variables that are required by each model are properly matched.	Verify that all fields are matched. For any fields that are not automatically matched, select each model and click Match Variables.	This task is described in Scoring using a modeling stream.
8. Optional: Automate the flowchart to run periodically.	You can either use the Schedule process in your flowchart or configure the Unica Scheduler.	This task is described in Scoring using a modeling stream. See the Unica Campaign User's Guide for information about the Scheduler.
9. Save and run the flowchart.		This task is described in Scoring using a modeling stream.
10. Troubleshoot any errors.		This task is described in Troubleshooting model and score processes.

Flowchart of a periodic scoring process

In the following example, the flowchart starts with a Schedule process that runs the flowchart every month. It is connected to a Select process that generates a list of customer IDs from your marketing data. The IDs are then sent to an SPSS® Score process for scoring against a model. Finally, the results of the SPSS® Score process are sent to a Snapshot process to be written to a database table for use by marketing campaigns.