Overview: Integration of Unica Campaign and SPSS Modeler Advantage Enterprise Marketing Management Edition

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.

Unica Campaign

Unica Campaign is a cross-channel marketing product that delivers personalized, relevant marketing messages across all channels. Unica Campaign allows marketers to target individuals with just the right message.

Use Unica Campaign for the following actions:

  • Build an ongoing dialog with your customer or prospect through a complete history of offers that are presented, campaign details, and responses.
  • Close loops by attributing responses to campaigns by using several attribution methods, including best match, fractional, multiple, and custom.
  • Manage the entirety of the campaign logic, including audience segmentation, exclusions, and assignment of offers and channels.
  • Enable use, reuse, and tracking of campaign building blocks, including audiences, segments, offers, treatments, and exclusion rules.

Unica Campaign is installed on Unica Platform, which provides authentication, authorization, and single sign-on (SSO).

IBM SPSS Modeler Advantage Enterprise Marketing Management Edition

IBM SPSS Modeler Advantage Enterprise Marketing Management Edition is a predictive analytics platform that combines predictive intelligence to decision making. It provides a range of advanced algorithms and techniques, decision management, and optimization to help marketers select the actions that result in better outcomes.

Use IBM SPSS Modeler Advantage Enterprise Marketing Management Edition to improve decisions and outcomes and to extract value from customer data.

The integrated solution

Unica Campaign communicates with IBM SPSS Modeler Advantage Enterprise Marketing Management Edition in the following ways:

  • By internal messaging
  • By providing data for model creation
  • By retrieving the analytical results when modeling and scoring

Unica Campaign uses these results for campaign strategy decision making.

When IBM SPSS Modeler Advantage Enterprise Marketing Management Edition is integrated with Unica Campaign, the Unica Campaign flowchart palette includes two new process boxes:

  • SPSS® Model
  • SPSS® Score