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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 Optimize key concepts
This section describes some of the key concepts you need to understand before you work with Unica Optimize.
Optimize session
In a Unica Optimize session, you define the rules that Unica Optimize uses to include or eliminate contacts and their associated offers from the PCT.

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.
  - Unica Optimize key concepts
    This section describes some of the key concepts you need to understand before you work with Unica Optimize.
    - Proposed Contacts Table
      The proposed contacts table (PCT) is the list of contacts, associated offers, channels, contact dates, and scores to which Unica Optimize applies optimization rules and constraints. After Unica Optimize sorts through the PCT by using the rules and constraints you create, it produces the list of optimized contacts.
    - Optimized Contacts Table
      The optimized contacts table (OCT) is the list of optimized contacts and associated offers that Unica Optimize produces after it applies rules and constraints to the PCT.
    - Optimization period
      The optimization period is the elapsed time between the earliest proposed contact and the latest proposed contact.
    - Optimize template table
      A database table that you create to include user-defined columns in the PCT for reference by one or more optimization rules.
    - Optimize session
      In a Unica Optimize session, you define the rules that Unica Optimize uses to include or eliminate contacts and their associated offers from the PCT.
    - Optimization rules and constraints
      The criteria by which the set of final contacts (the OCT) is determined. You can define multiple rules and constraints within a single optimization, which apply to all campaigns that participate in the Unica Optimize session.
  - 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 Optimize session

In a Unica Optimize session, you define the rules that Unica Optimize uses to include or eliminate contacts and their associated offers from the PCT.

When you create a Unica Optimize session, you select an audience level to be added to the PCT and OCT. You can also include an optimization template table whose fields are appended to the PCT and OCT.

You associate a marketing campaign with a Unica Optimize session in the following way:

Create a flowchart in Unica Campaign.
Add an Optimize process to that flowchart.
Select the Unica Optimize session when you configure the Optimize process.

The same Unica Optimize session can receive proposed contacts from multiple flowcharts and campaigns.

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