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Administrator Guide
Unica Interact provides documentation and help for users, administrators, and developers.
Offer serving
You can configure Unica Interact in many ways to enhance how it selects offers to present. The following sections describe these optional features in detail.
Interact built-in learning overview
While you do everything you can to ensure that you propose the right offers to the right segments, you can always learn something from actual selections of your visitors. The actual behavior of your visitors should influence your strategy. You can take response history and run it through some modeling tools to get a score which you can include in your interactive flowcharts.
Enabling the learning module
All runtime servers have a built-in learning module. By default, this learning module is disabled. You the enable learning module by changing a configuration property.

Administrator Guide
Unica Interact provides documentation and help for users, administrators, and developers.
- Administering Interact
  When you administer Unica Interact you configure and maintain users and roles, data sources, and optional product features. You also monitor and maintain the design and runtime environments. Product-specific application programming interfaces (APIs) are available for you to use.
- Security Management
  Access to the Unica Interact runtime User Interface requires authentication. Only the Login IDs defined in Unica Platform and having Unica Interact admin role can access the pages.
- Configuring users
  Unica Interact requires you to configure two sets of users, runtime environment users and design environment users.
- Managing Unica Interact data sources
  Unica Interact requires several data sources to function properly. Some data sources contain the information Unica Interact requires to function, other data sources contain your data.
- Offer serving
  You can configure Unica Interact in many ways to enhance how it selects offers to present. The following sections describe these optional features in detail.
  - Offer eligibility
    The purpose of Unica Interact is to present eligible offers. Simply, Unica Interact presents the most optimal among the eligible offers, based on the visitor, the channel, and the situation.
  - About suppressing offers
    You can configure the runtime environment to suppress offers.
  - Ignore Offer Suppression
  - Global offers and individual assignments
    You can configure the runtime environment to assign specific offers beyond the treatment rules configured on the Interaction Strategy tab. You can define global offers for any member of an audience level and individual assignments for specific audience members. For example, you can define a global offer for all households to see when no others are available, and then create an individual offer assignment for the specific Smith household.
  - Interact built-in learning overview
    While you do everything you can to ensure that you propose the right offers to the right segments, you can always learn something from actual selections of your visitors. The actual behavior of your visitors should influence your strategy. You can take response history and run it through some modeling tools to get a score which you can include in your interactive flowcharts.
    - Interact learning module
      The Unica Interact learning module monitors visitor's responses to offers and visitor attributes.
    - Enabling the learning module
      All runtime servers have a built-in learning module. By default, this learning module is disabled. You the enable learning module by changing a configuration property.
    - Learning attributes
      The learning module learns using visitor's attributes, the states of Event Patterns and offer acceptance data. You can select which visitor attributes you monitor. These visitor attributes can be anything within a customer profile, including some event parameter you collect in real time.
    - Defining a learning attribute
      Use this procedure to define a learning attribute.
    - Define dynamic learning attributes
      To define dynamic learning attributes, you must populate the UACI_AttributeList table in the Learning data source.
    - AutoBinning
    - Configuring the runtime environment to recognize and external learning module
      You can use the Learning Java™ API to write your own learning module. You must configure the runtime environment to recognize your learning utility in Unica Platform.
- Understanding the Interact API
  Unica Interact serves offers dynamically to a wide variety of touchpoints. For example, you can configure the runtime environment and your touchpoint to send messages to your call center employees informing them of the best up sell or cross sell prospects for a customer who has called with a specific type of service inquiry. You can also configure the runtime environment and your touchpoint to provide tailored offers to a customer (visitor) who has entered a particular area of your Web site.
- Managing the Unica Interact API
  Whenever you use the startSession method, you create a Unica Interact runtime session on the runtime server. You can use configuration properties to manage the sessions on a runtime server.
- Classes and methods for the Unica Interact API
  The following sections list requirements and other details you should know before you work with the Unica Interact API.
- Classes and methods for the Interact JavaScript API
  The following sections list requirements and other details you should know before you work with the Unica Interact JavaScript API.
- About the ExternalCallout API
  Unica Interact offers an extensible macro, EXTERNALCALLOUT, for use with your interactive flowcharts. This macro enables you to perform custom logic to communicate with external systems during flowchart runs. For example, if you want to calculate the credit score of a customer during a flowchart run, you can create a Java™ class (a callout) to do so and then use the EXTERNALCALLOUT macro in a Select process in your interactive flowchart to get the credit score from your callout.
- Unica Interact utilities
  This section describes the administrative utilities available with Unica Interact.
- About the Learning API
  Unica Interact offers a learning module which uses a naive-bayesian algorithm to monitor visitor actions and propose optimal offers (in terms of acceptance). You can implement the same Java™ interface with your own algorithms using the Learning API to create your own learning module.
- Interact WSDL
  The Unica Interact installation includes two WDSL (Web Services Description Language) XML files that describe the available web services and how to access them. You can view these files in your Unica Interact home directory, and an example is shown here.
- Interact runtime environment configuration properties
  This section describes all the configuration properties for the Unica Interact runtime environment.
- Unica Interact Simulator
  This section describes all the configuration properties for the Unica Interact simulator.
- Interact design environment configuration properties
  This section describes all the configuration properties for Unica Interact design environment.
- Real-time offer personalization on the client side
  There may be situations where you want to provide real-time offer personalization without implementing low-level Java™ code or SOAP calls to the Unica Interact server. For example, when a visitor initially loads a web page where Javascript content is your only extended programming available, or when a visitor opens an email message where only HTML content is possible. Unica Interact provides several connectors that provide real-time offer management in situations where you have control only over the web content that is loaded on the client side, or where you want to simplify your interface to Unica Interact.
- JVM parameters
- Unica Interact and Digital Recommendations integration
  Unica Interact can integrate with IBM Digital Recommendations to provide Unica Interact-driven product recommendations. Both products can provide product recommendations for offers, but using different methods. Digital Recommendations uses a visitor's web behavior (collaborative filter) to build correlations between visitors and recommended offers. Unica Interact is based on customer's past behavior, attributes, history, and less on view-level offers, learning which offers best match a customer's behavior profile (based on demographics and other information about the customer). Offer acceptance rates help to build a predictive model through self-learning. Using the best of both products, Unica Interact can use a personal profile to define offers that will pass a category ID to Digital Recommendations and retrieve recommended products based on popularity (the "wisdom of the crowds") for display to the visitor as part of the selected offers. This can provide better recommendations for customers that will result in more click-throughs and better outcomes than either product acting alone.
- Interact and DDX integration
  With Digital Data Exchange, your website can link to Unica Interact to provide a powerful omni-channel execution engine that delivers the best offers to the optimum channels and evolves (learns) from the offer feedback to continuously increase marketing effectiveness.
- Unica Interact and Unica Journey integration
- Unica Interact and Unica Deliver integration
- Configure gateways
  Use triggered message gateways to send offer information from outbound channels.

Enabling the learning module

All runtime servers have a built-in learning module. By default, this learning module is disabled. You the enable learning module by changing a configuration property.

Procedure

In Unica Platform for the runtime environment, edit the following configuration properties in the Interact > offerserving category.


Configuration property	Setting
`optimizationType`	BuiltInLearning

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