Training offering

Introduction to IBM Unica Campaign 8.5 (ILO)

Description

This course explores the basics of designing, building, and executing a marketing campaign using Unica Campaign. This course prepares you to configure Unica Campaign's processes for use in campaigns from simple to moderate in complexity, use data structures in campaigns, create offers and apply them to campaigns, and to track responses to campaigns.

(This course is one of five classes in the Unica Campaign 8 learning series. To complete your learning you should also attend the Unica Campaign 8 Administration, the Unica Campaign 8 Architecture and Installation, the Unica Campaign 8 Reports Installation and Administration, and the Campaign Advanced Techniques classes.)

Objectives

•    Navigate the Unica Campaign user interface
•    Apply Unica Campaign features and functions to your marketing tasks
•    Design a campaign, execute it, and access its analytical tools
•    Configure and use several Unica Campaign processes to build a flowchart
•    Use data structures in campaigns
•    Create offers and apply them to campaigns

Participants

This basic course is for new users of Unica Campaign, and Unica Partners who will be designing, building, and executing campaigns.

Prerequisite(s)

You should have general knowledge of database marketing.

Programme

Unica Campaign Basics
•    The Unica 8 Suite
•    Campaign Concepts and Terminology
•    Navigating Around the Unica Campaign Interface
•    Creating a Campaign

Building a Campaign, Part 1 - - Data Selection and Manipulation
•    Creating a Flowchart
•    The Select Process
•    Strategic Segments
•    Definition and Use
•    Associating Segments With Campaigns
•    The Merge Process
•    Building Queries With Unica Macros
•    Building Queries With User Variables
•    The Segment Process
•    The Sample Process
•    Running Flowcharts
•    Using Flowcharts Templates

Building a Campaign, Part 2 - - Data Refinement and Output
•    Configuring Queries Based on Derived Fields
•    The Snapshot Process
•    Table Mapping
•    The Audience Process
•    The Extract Process
•    Scheduling Flowcharts
Offer Attributes, Offers and Offer Lists
•    Offers Overview
•    Offer Attributes and Variations
•    Creating Offers
•    Creating Offer Lists

Assigning Offers and Cell Management
•    Assigning Offers
•    Using the Target Cell Spreadsheet

Response Tracking and Reporting
•    The Contact - Response - Analysis Process
•    Response Attribution Example Scenario:

Contact Flowchart and Assigned Offers
•    Example Scenario: Contact History Data and Response Flowchart
•    Analyzing Response History
•    Reporting and Analysis

Managing the Campaign Environment
•    Log Files
•    Custom Attributes and Offer Templates
•    Security, Roles and Permissions