Unica Optimize- Optimize your contacts and offers
Many moons ago, when I first started in Marketing (at the tender age of about 5, I might add), optimization was all about which Product Silo gets the most high-value customers for their Campaign targets. In those days, Campaign targets were all about the number of people being contacted, rather than responding. The concept of contact fatigue was unclear and was mainly managed by Campaign prioritization. Let’s say, the mortgages have key sales targets this month, and they get all the best customers. However, Credit Cards are also behind on their sales, so they need them. The arguments about who gets the best customers could go on during the planning phase. But someone had to step in and manage the overall customer to stop them from opting out of Marketing altogether. As marketing evolved into targeted communications, the optimization issue got more complicated. With a much smaller number of people to contact, how do you choose who should get your offers, where, and when? You still have the key sales targets for each product silo, but now you better understand the customers that are likely to respond. So you start to analyse the results of offers. This gives insights into who is more likely to respond to a particular offer and when. We can then start to choose the best set of customers to receive each offer at the best time. However, as Marketing teams gained experience and became more savvy, other constraints came into the mix. Which channel do the customers want to be contacted on? How do I improve my ROI? My team only has a budget of $50,000. What email should I send to my customer who has just purchased from the website? My customer received 3 emails last week, and they are likely to ask me...