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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.
Unica Campaign key concepts
Before you use Unica Optimize, be familiar with the following Unica Campaign concepts.

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.
  - Advantages of using Unica Optimize
    Use Unica Optimize to take a large set of targets and compare them to a complex set of rules to find the best candidates for a particular offer.
  - About the Unica Optimize data flow
    Unica Optimize works by taking a list of proposed contacts from one or more Unica Campaign flowcharts, applying rules to the proposed list, and generating an optimized list of contacts.
  - About Unica Campaign
    Unica Campaign is a web-based Unica solution you use to design, run, and analyze direct marketing campaigns.
  - Unica Campaign key concepts
    Before you use Unica Optimize, be familiar with the following Unica Campaign concepts.
    - Campaigns
      In marketing, a campaign is a selection of related activities and processes that are performed to achieve a marketing communication or sales objective
    - Flowcharts
      In Unica Campaign, flowcharts represent a sequence of actions that you perform on your data, as defined by building blocks called processes.
    - Offers
      An offer represents a single marketing message, which can be delivered in various ways.
    - Cells
      A cell is a list of identifiers (such as customer or prospect IDs) from your database.
  - Unica Optimize key concepts
    This section describes some of the key concepts you need to understand before you work with Unica Optimize.
  - Overview of using Optimize
    The following steps outline how to use Unica Optimize to determine the overall optimal communication strategy across campaigns.
  - Optimize in a multi-locale environment
    You can use Unica Optimize in a multi-locale environment, but there are a few caveats.
- 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.
- 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.

Unica Campaign key concepts

Before you use Unica Optimize, be familiar with the following Unica Campaign concepts.

For more information, see the Unica Campaign User's Guide.

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