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User Guide
Unica Optimize provides documentation and help for users, administrators, and developers.
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.
Manually enter scores using the score matrix
If you do not have predictive models to generate scores, you can rank offers relative to each strategic segment by manually entering scores in the score matrix.
Empty cells
Unica Optimize automatically generates a score for a cell that you leave empty.

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.
  - Configure an optimization session to use a score field from the PCT
    The optimization algorithm requires scores. Use a score field that is populated by each of the Optimize process boxes into the proposed contacts table (PCT). This method provides the most granular scores, personalized to each individual. Ensure that you do not include user variables in Optimize Process Box.
  - Configuring Optimize to use a score field from the PCT
    You can configure Unica Optimize to use a score field from the PCT.
  - Manually enter scores using the score matrix
    If you do not have predictive models to generate scores, you can rank offers relative to each strategic segment by manually entering scores in the score matrix.
    - Empty cells
      Unica Optimize automatically generates a score for a cell that you leave empty.
    - Contacts that belong to more than one strategic segment
      In general, Unica Optimize selects the first value for a contact that belongs to multiple strategic segments.
    - Entering scores manually using the score matrix
      If you are not supplying scores from the Optimize process or a column in your PCT, complete the score matrix.
    - Limiting offers and strategic segments in the score matrix
      You can control which offers and strategic segments you include in the score matrix.
    - Selecting offers and strategic segments
      You can limit and reorder the offers and strategic segments available in the score matrix and the Offers by Type and Segment report.
- 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.

Empty cells

Unica Optimize automatically generates a score for a cell that you leave empty.

Automatically generated scores do not display in a cell when the score matrix is in edit mode. These scores display as disabled values after you save the score matrix.

Unica Optimize automatically populates a cell as follows:

If a cell in the All Offers row or the All Customers column does not contain a value, Unica Optimize populates that cell with the value in the intersection of All Offers and All Customers. For example, in the score matrix, the value at the All Offers/All Customers intersection is 10. No values were entered in the intersection of All Offers and strategic segments C4 and C7. Therefore, Unica Optimize populates these cells with the value 10. Similarly, no values were entered in the intersection of All Customers and the Gold offer or the B offer. These cells also inherit the value at the All Offers/All Customers intersection, or 10.
For all other empty cells, the score is calculated as the average of the values in the column and row headers for that cell. For example, Unica Optimize computes the value for the intersection of the Gold offer and strategic segment C1 to be 25. This value is the average of the value in the row header for the Gold offer, and the value in the column header for strategic segment C1, that is (10 + 40)/2.

You can override any automatically generated cell values by entering a new value for that cell.

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