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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.
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.

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.
    - To include one Extract process per package
      This method retrieves optimized contacts from a Unica Optimize session and works regardless of whether audience IDs are mutually exclusive or overlapping. If you are not certain that audience IDs being retrieved together in the Extract process are mutually exclusive, use this approach.
    - To select more than one package from a single Extract process
      Use this method only if you are sure that the packages are mutually exclusive. This method also requires a custom field in your Unica Optimize template table.
  - 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.
- 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.

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.

Using separate contact processes places audience IDs into their various groups, for example, High-value and Low-value.

You can handle multiple packages in your flowchart using one of the following methods:

Selecting more than one package from a single Extract process. This method works only when the audience IDs are guaranteed to be treated only in a single package.
Including one Extract process per package.
If the same audience ID can be treated in multiple packages, you must use this approach. Otherwise, the same offers can be sent in duplicate to members of multiple packages. To retrieve results from a few packages, it might be easier to create a separate Extract process per Optimize process. Setting up a segmentation field in the Unica Optimize template table and using the Segment process in the post-optimization flowchart might be more complicated.

Proposed packages must be preserved post-optimization, since the contact fatigue rules might be based on the number of interruptions that are allowed to each individual. Rearranging the surviving offers into different packages, and therefore a different number of interruptions to the recipient, might violate your corporate contact fatigue strategy.

If you select more than one package of optimized contacts when you configure the Extract process, you must include a Segment process in your flowchart. The Segment process separates the various audience IDs from multiple packages back into individual packages. These individual packages can then be handled individually.

Note: You can retrieve multiple packages in a single Extract process only if you are certain that the audience IDs are mutually exclusive across packages. Otherwise, the audience IDs belonging to multiple packages can receive duplicate offers.

To use the Segment process to divide customer IDs into their original packages, you must include a field in the optimization template table. This field must act as an identifier for the Optimize process from which the package originated.

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