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User Guide
Unica Optimize provides documentation and help for users, administrators, and developers.
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.
Rule definitions
Rule definitions allow you to create the scope of a rule or to determine the action performed on that scope.
Segments in optimization rules
You can perform an action on the segment you specify in the rule definition.

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.
  - Rules and constraints
    In Unica Optimize, you define how optimization behaves by defining different combinations of rules and constraints in a Unica Optimize session.
  - Rule types
    Optimization rules fall into one of three categories: Capacity, Exclude/Include, and For Each Customer (FEC).
  - Rule definitions
    Rule definitions allow you to create the scope of a rule or to determine the action performed on that scope.
    - Segments in optimization rules
      You can perform an action on the segment you specify in the rule definition.
    - Using a segment in an optimization rule
      You can perform an action on the segment you specify in the rule definition.
    - Offer lists in optimization rules
      Use offer lists in optimization rules to apply a single rule to more than one offer.
    - Using an offer list in an optimization rule
      Use offer lists in optimization rules to apply a single rule to more than one offer.
  - Offer versions in optimization rules
    Certain optimization rules allow you to specify offer versions as part of your rule definition. This feature allows you to write a query that determines the exact set of offer versions to which a particular rule applies.
  - Details for working with rules
    This section explains how to add, edit, and delete rules in your Unica Optimize session.
  - Optimization rule example
    You need to understand how to apply these rules to actual optimization problems. Many business problems require several rules that work together to achieve the wanted behavior.
- 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.

Segments in optimization rules

You can perform an action on the segment you specify in the rule definition.

Some optimization rules allow you to specify a strategic segment in your rule definition. Strategic segments are created in Unica Campaign and are available for use within Unica Optimize. A segment, or strategic segment, is a set of audience IDs (all at the same audience level) grouped in some meaningful way. For example, you can create a segment that is called Women that groups all female contacts. You can have another segment that is called High Value, which groups all contacts who spend over $1000 in the three months.

For example, create a rule that specifies that all High Value contacts receive at least three email offers every month.

Note: An optimization rule might apply to all customers or to a single strategic segment. To apply an optimization rule to multiple strategic segments, do one of the following actions:

Create a new strategic segment that contains all the wanted contacts in Unica Campaign
Create multiple copies of the rule, one for each strategic segment to which it applies.

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

If you are using Unica Interact, smart segments cannot be used with Unica Optimize.

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