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User Guide
Unica Optimize provides documentation and help for users, administrators, and developers.
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.
Planning for Unica Optimize
You must answer several questions before you start to implement Unica Optimize.
Implementing Unica Optimize
The details of setting up Unica Optimize are lengthy; however, the general process is simple.

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.
  - Planning for Unica Optimize
    You must answer several questions before you start to implement Unica Optimize.
    - Required data
      After you define what you want to optimize, you must confirm that you have all the data that you need to implement your plan.
    - Implementing Unica Optimize
      The details of setting up Unica Optimize are lengthy; however, the general process is simple.
  - Define an audience level
    The audience level that you select for a session becomes a field in the proposed contacts table (PCT) and optimized contacts table (OCT). This field defines the type of contact that ultimately receives communication from your organization.
  - Create template tables
    The template table is a table that you create in your database to append customized fields to the PCT and to the OCT. You can use these fields in your optimizations.
  - Building offer templates for Unica Optimize
    All offers that you work with in Unica Optimize must contain the offer attributes Cost Per Offer and Channel.
- 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.

Implementing Unica Optimize

The details of setting up Unica Optimize are lengthy; however, the general process is simple.

Follow these steps to start your implementation:

In Unica Campaign, define your audience levels, offers, offer lists, and segments.
See Building offer templates for Unica Optimize for offer template requirements.
Create your Unica Optimize sessions (where you define your rules and constraints) and then link the Unica Optimize sessions to the campaigns.
After your building blocks (offers/offer lists and segments) are created in Unica Campaign, build your campaigns and flowcharts.

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