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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.
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.
Sampling at the offer level
Sampling at the offer level is possible if you map the optimized contacts table (OCT) or use a template table to export the offer codes. Then, extract the data from the table post optimization, and perform segmentation that is based on the offer codes that remain. Use this method to sample if your offer distribution is skewed.

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.
    - Sampling at the audience ID level
      Create hold-out groups to analyze the lift of your optimizations.
    - Sampling at the offer level
      Sampling at the offer level is possible if you map the optimized contacts table (OCT) or use a template table to export the offer codes. Then, extract the data from the table post optimization, and perform segmentation that is based on the offer codes that remain. Use this method to sample if your offer distribution is skewed.
  - 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.

Sampling at the offer level

Sampling at the offer level is possible if you map the optimized contacts table (OCT) or use a template table to export the offer codes. Then, extract the data from the table post optimization, and perform segmentation that is based on the offer codes that remain. Use this method to sample if your offer distribution is skewed.

About this task

For more information about working with flowcharts and processes, see the Unica Campaign User's Guide.

Procedure

In your post-optimization flowchart, configure your Extract process.
1. Retrieve optimized contacts according to package and offer code.
  For example, package A contains offers 1, 2, 3 and package B contains offers 1 and 4. You need five Extract processes, one each for optimized transactions: A1, A2, A3, B1, and B4.
2. (Optional) If you must segment by cell for statistically valid hold-out control groups, retrieve optimized contacts from the CellCode field.
(Required only if you performed step 1b.) To resegment back into the original cells to create statistically relevant control groups, add a Segment process to the flowchart and segment by the CellCode field. This method is how you put customer IDs back into their initial groups, for example, High-value and Low-value.
Randomly sample each cell into a target cell and a control cell by using the Random sample option in the Sample process.
Connect all of the target and control cells that belong to a single package into a single contact process.
For more information about channeling multiple cells in to separate contact processes, see Including one Extract process per package.

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