Campaign response tracking

Use the Response process in a flowchart to track the actions that occur after a campaign. When you run the Response process, data is recorded in the response history tables and is available for the Unica Campaign performance reports.

Response tracking helps you to evaluate the effectiveness of your campaigns. You can determine whether actions taken by individuals are in response to offers that were given. You can evaluate responders and non-responders who were sent offers. You can also evaluate controls (individuals who were not sent offers) to see whether they performed the desired action despite not being contacted.

Unica Campaign saves the response history and uses it in the Unica Campaign performance reports, so you can easily determine:

  • Who responded: The list of audience entities (such as individual customers or households) whose behavior matched the response types being tracked.
  • What they did, and when: Unica Campaign records the actions that were performed and the date and time of the actions. Examples are a click-through on a website or the purchase of a specific item. This information depends on the Response Types that are set up and/or additional data that is captured during response processing.
  • Which offer treatment they responded to: Any Unica Campaign-generated codes (campaign, offer, cell, or treatment code) and any offer attributes with non-null values returned by the respondent are matched for response tracking.
  • How the response is attributed: Criteria include matching Unica Campaign-generated codes or non-null values for offer attributes, whether responders were in the original targeted group or a control group, and whether the response was received before the expiration date.
  • Additional information: The response history tables also record the following information:
    • Whether the response was direct (one or more Unica Campaign-generated codes were returned) or inferred (no response codes were returned).
    • Whether the respondent was in a target cell or control cell
    • Whether the response was unique or a duplicate
    • Best, fractional, and multiple attribution scores
    • The response type (action) attributed to the response
    • Whether the response was received before or after the expiration date of the specific offer version. (This information depends on the following property: Settings > Configuration > Campaign > partitions > partition[n] > server > flowchartConfig > AllowResponseNDaysAfterExpiration. The default value is 90 days.)