IBM Unica Affinium Campaign Optimize: A primer
IBM Unica Affinium Campaign Optimize helps marketers contact the right audience at the right time with the right offering.
IBM Unica Affinium Campaign Optimize (ACO) is web based extension that controls multiple Affinium Campaigns. It helps to build a contact strategy in an optimal way so that eligible customers can be communicated with. IBM Unica Affinium Campaign Optimize identifies the best offers and best channels for marketing. IBM Unica Affinium Campaign Optimize applies business rules and channel constraint to target best customers. Multiple optimization session serve multiple business’s needs at different times. IBM Unica Affinium Campaign Optimize helps to prevent conflicting offers and limits the contact fatigue. It brings effectiveness in affinium campaign and maximizes return on Investment(ROI). It also helps to increase positive response, it leads to development of profitable customer relationship.
IBM Unica Affinium Campaign Optimize provides the ability to use scores to rank possible offers for each customer using a patent-pending optimization algorithm. A higher score represents a more desirable contact.
Benefits of Optimize
- With the help of Optimize, campaigns have become more effective as it gives more focus to relevant customers only.
- It helps to reduce over marketing so there is a lesser chance of customer frustration and it helps to maintain good customer relationships as well.
- It helps to choose appropriate Offers and Channel, and targets only profitable customers so that it helps to reduce cost of campaign and increase ROI.
- In IBM Unica Affinium Campaign Optimize scoring is used to define key marketing objectives so that any marketing objective(potential Value, revenue, profit, exposure, profitability of response) can be used in optimization.
Concepts of Optimization
Proposed Contacts Table :
The Proposed Contacts Table (PCT) consist contacts of campaign, offers related to campaign, channels, contact dates and score on which IBM Unica Affinium Campaign Optimize applies its rules and constraints. After applying rules and constraints on PCT table we will get list of optimized contacts.
When you create optimization session it will create PCT also. When you configure optimize process in any IBM Unica Affinium Campaign Optimize Flowchart, you have to select an optimization session so that it links ACO with Affinium Campaign, therefore, when you run the Affinium campaign flowchart PCT will be populated with selected optimization session.
The columns of PCT consists of audience level of Affinium Campaign, pre-defined fields in the UACO_PCT_BASE table and if in an optimization session you have selected ACO template table then columns of ACO template table are also included in PCT.
Optimized Contacts Table :
The Optimized contact table(OCT) is the list of optimized contacts and offers that ACO produces after applying rules and constraints to the PCT. When you run optimize session ACO applies the ACO rules and constraints on PCT and populates the OCT with optimize contacts and their associates offers.
ACO template Table :
ACO template table is optional and it must be created in the same database where system tables are located. ACO template table is used when you want to include user defined columns in the PCT. You have to create ACO template table in database before working in ACO. While creating optimize session you have to select ACO template table that you created .
The columns of ACO template table automatically appended to the PCT. You can used these columns for future reference or it can be used in rules. When you run affinium campaign flowchart ,at that point in time, columns of ACO templates will be populated in PCT.
Optimization Session :
To begin using Affinium Campaign Optimize (ACO), you must create an optimization session. An optimization session is a combination of rules and scores (if included) that apply to a set of proposed contacts. You define these various constraints (rules) once you have created an optimization session. When you create Optimization Session, you have to select Audience level of campaign (for example, customer, household, and account audience levels) and define rules and constraints which applies to contacts and associated offers from the PCT. Optimization session may also contain scores to use for each proposed transaction. Scores, which represent the value of a proposed transaction.
You can also select ACO template table if you want some additional columns for future. One optimization session can receive proposed contacts from multiple flowcharts and campaigns. In Affinium campaign flowchart when you configure optimize process,at that time you have to select optimize session. Optimize session links ACO with that Affinium Campaign therefore when you run the Affinium campaign flowchart, PCT will be populated with selected optimization session.
ACO Rules and Constraints :
Rules and constraints plays a vital role in Optimization. Due to rules and constraints affinium campaign becomes more effective. ACO rules and constraints are defined in Optimization session. ACO rules and constraints applies on PCT and you will get final optimize contacts in OCT. You can define multiple rules and constraints within a single optimization, which apply to all campaigns participating in the optimization session. When you created rules and constraints you have to consider multiple elements such as Customer, Channel, Offer, campaign Period.
Data flow in ACO :
ACO takes the list of proposed contacts from one or more affinium campaign flowcharts that applies rules and constraints to the proposed list of contacts and generates an optimum list of contacts.
Below diagram shows the data flow between ACO and affinium campaign
Pre and Post Optimization
In affinium campaign , first you have to create flowchart to select your proposed contacts. If you want additional columns for future use then you have to create ACO template table in the ACO system table database. Then you have to create optimization session which consist of constraints and business rules, contact history and any other data which is applied to all its proposed contact which is already selected through affinium campaign flowchart. After applying rules and constraints the optimization session returns an optimized list of contacts to Affinium Campaign. You can then use this optimized list in a flowchart that uses a contact processes. Contact processes control the actual execution of completed campaigns, which includes the management and output of contact lists, the treatment of target audiences, and the logging of data.
You can create single optimization session to handle all campaign you want, to optimize or you can create separate optimization session for each affinium campaign. By specifying business rules and constraints you can determine the optimal communication strategy.
Generating a list of proposed contacts :
The optimization process is used to generate a list of proposed contacts in Affinium Campaign and then Affinium Campaign Optimize (ACO) produces optimized contacts. These optimized contacts are used in a marketing campaign.
To generate a list of proposed contact you have to create affinium campaign flowchart with one or more optimize processes in affinium campaign. This flowcharts is sometimes known as pre-optimization flowchart. While configuring this Optimize process, you must select an optimization session to associate with the flowchart. This optimization session receives the proposed contacts that are generated when you run the flowchart.
Once you run all flowcharts in which optimize process is configured, to generate proposed contacts for particular optimization session, you can run that optimization session. The optimization session then applies the rules you created to produce a list of optimized contacts that are retrieved by a post-optimization flowchart in Affinium Campaign. The post-optimization flowchart in Affinium Campaign may sample out a hold-out control group, generate the contact list, and populate contact history.