Using multiple response tracking flowcharts

Many organizations choose to use multiple response tracking flowcharts, for various reasons.

It is possible to have a single response tracking flowchart for all of the campaigns in your corporation. If a single action table is used, your system administrator will typically set up session flowcharts to write data to the action table for processing.

However, your implementation of Unica Campaign might use one or more action tables for convenience, each related to a separate response tracking flowchart.

The following sections describe why you might use multiple response tracking flowcharts.

You are tracking responses for different audience levels

(Required) You need one response tracking flowchart for each audience level for which you receive and track responses. The Response process operates at the audience level of the incoming cell, and automatically writes to the appropriate reponse history table for that audience level. To track responses for two different audience levels, for example, customer and household, you need two different Response processes, most likely in two separate response tracking flowcharts.

You have real-time vs. batch processing requirements

(Required) Most of your response tracking sessions will be batch flowcharts, periodically processing events populated into an action table (for example, nightly processing of customer purchases). The frequency of response tracking runs will depend on the availability of the transaction data used to populate the action table.

For example, if you process responses from different channels (such as web vs. direct mail), you might need separate response processing sessions because the frequency of availability of incoming transaction data will be different for each channel.

You want to avoid duplicating large volumes of data

(Optional) If you have large transaction volumes (such as millions of sales transactions per day) that must be evaluated, you might want to build a response tracking flowchart to map directly against the source data, rather than ETL (extract, transform, load) it into an action table.

For example, you can build a response tracking flowchart in which an Extract process pulls transactions directly from an e-commerce system's purchase transaction history table (based on a particular date range), and a Response process that maps directly to columns in this table from this extract.

You want to hard-code specific data for different situations

(Optional) You might want to hard-code specific data (such as response types) for different situations, such as different channels. For example, if you are interested specifically in tracking a specific response type (such as "inquiry") that is specific to a channel (such as "call center"), you can create a derived field to filter these responses, and use it in a response processing flowchart to pull all inquiries from the call center database. It might be more convenient to create the data necessary for response tracking using derived fields, and pull the data directly from the source, than to write the data to a single action table.

You need custom response processing logic

(Optional). If you need to write your own rules for attributing responses, you can create a separate response tracking flowchart to implement custom response-tracking logic. For example, if you need to identify responders to a "Buy 3 Get 1 Free" offer, you need to look at multiple transactions to determine whether an individual qualifies as a responder. Upon finding qualifying individuals, you can then input them into a Response process to record the responses using the treatment code and appropriate response type.

You want a response flowchart for each product or product group that was promoted

(Optional) You can create a separate response flowchart for each product or product group that was promoted through the offers. In this way, you can easily analyze response per product.

You want one response flowchart per campaign

(Optional) In this scenario, you have one or more flowcharts that generate output but only one flowchart per campaign that tracks responders. If the data is available on a per campaign basis, this is a convenient way to set up response processing.