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User Guide
Unica Optimize provides documentation and help for users, administrators, and developers.
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.
Configure the Optimize process
The Optimize process is where you define what information is sent to the optimization session, including which cells, which offers, and which scores.
The Optimize process Parameters tab
Use the Parameters tab to work with parameterized offer attributes.

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.
  - Create a flowchart with an Optimize process
    When you create a flowchart to generate proposed contacts for optimization, you must include a data manipulation process and an Optimize process.
  - Configure the Optimize process
    The Optimize process is where you define what information is sent to the optimization session, including which cells, which offers, and which scores.
    - The Optimize process Assignment tab
      Assign the cells, date, and offers for the Optimize process.
    - The Optimize process Parameters tab
      Use the Parameters tab to work with parameterized offer attributes.
      - Selecting the cells for which you want to specify parameterized offer attribute values
        After you assign offers to each input cell, you can specify the value to use for any parameterized attributes of those offers.
      - Assigning values to parameterized offer attributes
        The parameterized offer attributes for each offer are listed on a separate line on the Parameters tab. You can specify a different value for each parameterized attribute.
      - Optimize process Parameters tab reference
        The Parameters tab requires the following information.
    - The Optimize process Optimize tab
      On the Optimize tab, you specify which Unica Optimize session you send the proposed contacts to when you run the flowchart and map any unmapped PCT fields.
    - The Optimize process Score tab
      The Score tab in the Optimize process allows you to populate the ScorePerOffer field in your proposed contacts table (PCT) with different scores for offer and cell combinations.
  - Run the flowchart
    After you configure the Optimize process, you can perform a production run of the flowchart in Unica Campaign to populate the PCT.
  - Perform a test run of your Unica Optimize session
    You can tune your Unica Optimize session before a production run by performing a test run.
  - Perform a production run of the Optimize session
    After the campaign managers run all the flowcharts that are configured to generate contact and offer information for a particular Unica Optimize session, you can run that Unica Optimize session.
- 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.
- 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.

The Optimize process Parameters tab

Use the Parameters tab to work with parameterized offer attributes.

Use the Parameters tab to perform the following tasks:

Select the cells for which you want to specify parameterized offer attribute values
Assign values to parameterized offer attributes.

Static and hidden offer attributes do not show on the Parameters tab. Only parameterized offer attributes of offers you select for cells show on the Parameters tab.

The following steps track the lifecycle of parameterized offer attributes from creation to the Parameters tab.

A Unica Campaign administrator creates an offer template, and parameterizes certain offer attributes. For example: Logo, Cost per Offer, and APR. The administrator provides default values for the parameterized offer attributes. For example: Silver for Logo, $5.00 for Cost per Offer, and 7.99 for APR.
A user creates PlatinumCard, GoldCard, and SilverCard offers based on this offer template. The user keeps the default values for parameterized offer attributes in each offer.
The Unica Campaign administrator configures the Optimize process as follows:
1. On the Assignment tab, assigns the PlatinumCard, GoldCard, and SilverCard offers to various cells.
2. On the Parameters tab, does the following for the Gold offer:
  - Assigns the value Gold to the Logo offer attribute
  - Assigns the value $9.00 to the Cost per Offer attribute
  - Maps the APR to a derived field that subtracts 1.00 from the customer's existing APR
3. On the Parameters tab, does the following for the Platinum offer:
  - Assigns the value Platinum to the Logo offer attribute
  - Assigns the value $12.00 to the Cost per Offer
  - Maps the APR to a derived field that subtracts 1.55 from the customer's existing APR.
4. On the Parameters tab, for the Silver offer, maps the APR to a derived field that subtracts 0.50 from the customer's existing APR.

Now, when users assign any of the Gold, Platinum, or Silver offers to cells, the values for the parameterized offer attributes are defined as appropriate.

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