Optimization processes

Use the optimization processes to help determine a campaign's effectiveness and refine your marketing campaigns over time.

The Track and Response processes help you to track who is contacted and who responds. In this way, you can evaluate the response to your campaigns and modify them over time.

The Model process automates the creation of a response model that can be used to predict responders and non-responders.

The Score process scores contacts against a data model to rate the likelihood of each customer making a purchase or responding to an offer. Scoring accurately identifies the best customers or prospects for a campaign. In this way, you can determine the most effective campaign, offer, and channels.

For more information, see the following topics:

• The Track process
• The Response process
• The SPSS® model and SPSS score processes require IBM® SPSS Modeler Advantage Enterprise Marketing Management Edition. For information, see the Unica Campaign and IBM SPSS Modeler Advantage Enterprise Marketing Management Edition Integration Guide.