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User Guide
Unica Optimize provides documentation and help for users, administrators, and developers.
Use optimized contacts in marketing campaigns
After you optimize the proposed contacts, you must retrieve the optimized contacts from Unica Optimize to send marketing communications to these contacts.
Assign final cell codes
You must assign cell codes in either your pre-optimization or post-optimization flowchart.
Assigning final cell codes
You must assign cell codes in your post-optimization flowchart if you do not assign them in the pre-optimization flowchart or the target control spreadsheet.

User Guide
Unica Optimize provides documentation and help for users, administrators, and developers.
- About Unica Optimize
  Unica Optimize is a web-based extension of Unica Campaign that allows you to determine the optimal contact strategy for each customer. You can optimize over time, looking across the proposed offers and channels across multiple marketing campaigns.
- Getting started with Unica Optimize
  Unica Optimize can optimize your marketing campaign and improve response from customers, but only if you know what you want to optimize. You need a plan, the data to support the plan, and an implementation method.
- Unica Optimize sessions
  A Unica Optimize session is a combination of rules and scores that apply to a set of proposed contacts.
- Optimization rules
  Unica Optimize uses the rules and scores you define in your Unica Optimize session to mathematically determine the best combination of final contacts you use across your marketing campaigns.
- Setting up scores
  You use scores in Unica Optimize to rank possible offers for each customer using a patent-pending optimization algorithm. The higher the score you assign to a contact, the more desirable you are making that contact. Unica Optimize maximizes the sum of scores in the OCT.
- Generate a list of proposed contacts
  The optimization process involves generating a list of proposed contacts in Unica Campaign and sending these contacts to Unica Optimize to produce optimized contacts.
- Use optimized contacts in marketing campaigns
  After you optimize the proposed contacts, you must retrieve the optimized contacts from Unica Optimize to send marketing communications to these contacts.
  - Select optimized contacts
    To bring the optimized contacts into Unica Campaign, you must create a flowchart with an Extract process. An Extract process is the only way to retrieve optimized contact transactions back from a Unica Optimize session.
  - Link the optimized contacts to a contact process
    To send out marketing communications to your final contact list, you must add a contact process to your flowchart. Connect the Extract process to a contact process such as Mail List, Call List, or eMessage.
  - Running the post-optimization flowchart
    After you configure the Extract and contact processes, run the flowchart to generate the final contact list for your campaign. You can optionally log to contact history.
  - (Optional) Define a trigger to start the post-optimization flowchart
    You can define a trigger to automatically run the post-optimization flowchart after the Unica Optimize session completes running.
  - Handling multiple packages
    If your post-optimization flowchart retrieves optimized contacts from more than one package, you must separate each package into distinct contact processes.
  - Sampling for hold-out control groups
    To determine the effectiveness of your offer, you can create a hold-out control group for cells assigned that offer. Hold-out control groups are non-contact groups that would receive the offer, but you chose to deliberately withhold from the target cell. You can then compare the "lift" or difference in response from the target cell that received an offer.
  - Assign final cell codes
    You must assign cell codes in either your pre-optimization or post-optimization flowchart.
    - Target control spreadsheet and post-optimization flowcharts
      You can use the TCS to manage the cell codes for your optimized contacts.
    - Assigning final cell codes
      You must assign cell codes in your post-optimization flowchart if you do not assign them in the pre-optimization flowchart or the target control spreadsheet.
- Viewing Reports
  For each production run or test run, Unica Optimize generates a number of reports. These reports help you understand what happened during the optimization process by providing analyses pre- and post-optimization.
- Administering Unica Optimize
  There are many aspects of Unica Optimize you can configure to improve performance.
- Unica Optimize configuration properties
  This section describes the Unica Optimize configuration properties that are found on the Configuration page.

Assigning final cell codes

You must assign cell codes in your post-optimization flowchart if you do not assign them in the pre-optimization flowchart or the target control spreadsheet.

About this task

For more information about assigning cell codes, see the Unica Campaign User's Guide.

Procedure

In the Extract process in your flowchart, retrieve optimized contacts by the CellCode field. Follow the instructions in Selecting the package that contains the optimized contacts.
Add a Segment process to the flowchart and connect the Extract process with the Segment process.
Perform a test run of the Extract process.

The Extract process runs and communicates information to the Segment process.
Configure the Segment process.
1. From the list in the Input field, select the Extract process.
2. Select Segment by field, and in the list, select the CellCode field (the field by which you want to segment customer IDs back into their original packages).
  
  Note: Do not check the Mutually exclusive segments option.
3. Select the packages that you want to segment and click Close.
4. Assign final cell codes to each cell on the General tab.
Connect the cells into different contact processes.

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