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Deepali Kalavade
Senior Technical Lead
About
Deepali is a Senior Technical lead for Unica L2 Support. She is also a Client Advocate for many customers and has worked in the engineering team for various Unica products. She has more than 16 years of industry experience and is associated with Unica for the last 14 years.
Posts by Deepali Kalavade
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Marketing & Commerce | April 7, 2021
Unica Interact – Real-Time Attributes
Real-time marketing has become one of the most important marketing techniques in today’s consumer world. Real-time decision-making can be most effective when you exploit given customer interaction by capturing a variety of valuable data.   Unica Interact has a great feature called ‘Real Time Attributes’ which helps to capture more and more meaningful real-time data and then use the same in decision logic. What is it? Unica Interact can handle dynamic values for attributes, where values are set or updated at the moment the interaction happens, such as the total amount of a shopping cart, the current location of the customer, etc. It is a prerequisite to adding the attribute as a profile column in the mapped table. Even if an attribute is to be provided via API parameters or other sources, the attribute name must be manually added into profile table columns. With the introduction of ‘Real-Time Attributes, if the marketer wants to use a new attribute in the segmentation logic at Flowchart as well as Strategy level, then there is no need to add the same in the profile table columns. How will it help? Consider a scenario for an Insurance company where the marketer wants to capture a ‘keyword’ from real-time transactions to determine the insurance segment for a particular customer and then present him the best offer accordingly. Now with traditional Unica Interact, this new attribute has to exist in the mapped profile table in order to create an expression in flowcharts or strategies. It is an unnecessary hassle for the marketer to add a corresponding column in the profile table, again map the table, and then use the attribute in an expression. Real-Time attributes will make the life of a marketer easier. A marketer will be able to create, manage and use such attributes without adding those...
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Marketing & Commerce | December 18, 2020
Seamless communication between Unica Interact and Unica Journey
Marketing has changed its course from cold calling to establishing meaningful relationships with the customers. When a marketer communicates with their customers, they represent their brand; in short, they are the brand's voice. So the communications need to be clear, consistent, and most importantly, in real-time; that's how you build valuable relationships. Unica Interact can now seamlessly leverage Unica Journey’s capability to establish a continuous dialog with customers. It helps marketers to establish a meaningful relationship with their customers by triggering special offers based on abandoned shopping carts, repeated page visits, etc. This, in turn, will result in churn prevention and increased ROI. Using Unica Interact’s Triggered Message functionality, a marketer can acquire, engage, and retain customers throughout the buyer journey by presenting them with offers that suit their needs at the right moment through the right channel. Using out-of-the-box integration, Unica Interact can send specific audience information as well as personalized real-time Marketing messages and Offers to Unica Journey. Unica Journey then can send a special offer to the customer on various outbound channels. The article explains the detailed steps involved in setting up integration between Unica Interact and Unica Journey. Let’s consider a simple use case here. The customer visits the online shopping website. The customer adds a mobile phone into the cart. Due to some reason, the customer abandons the shopping cart. The marketer wants to give a 10% discount to the customer to facilitate the purchase. Problem Statement and Solution. Traditional Interact marketer will now have to wait for the customer to return to the website/any other inbound channel to give him the discount offer. During this waiting period, the customer may go to some other site, and thus the marketer could lose him. Using the Triggered Message capability, the marketer can decide to give a...
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