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Shilpa Dhabale
Technical Specialist, Unica Interact
About
Shilpa is a Technical specialist working with Team Unica Interact. She has been working with the Unica team for the last 12 years. She also has experience of working with the Unica Campaign Engineering team for +5 years.
Posts by Shilpa Dhabale
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Marketing & Commerce | February 3, 2021
Unica Interact – Better Handling of Learning Attributes with Auto-Binning
Segmentation in marketing allows brands to tailor their efforts in the right direction to the right audience. It lets you divide your customer base into segments based on their characteristics, demographics, age, gender, salary, and many such factors. Those efforts can relate to both communications and product development. Unica Interact allows marketers to perform real-time segmentation based on their behavior and their actions while exploring your product and website. One such great feature of Unica Interact is Auto Binning that lets marketers analyze the data collected after segmentation or categorization; the following article talks about the same. Auto Binning - What is it?​ Interact's built-in learning algorithm works partly by saving and analyzing the values of learning attributes when the offers were contacted and responded to. Some attributes may have a virtually unlimited number of unique values. However, due to limited resources and/or practical categorization requirements in an Interact system, we can save only a small number of them.  How will it help? It’s often observed that it's more reasonable to do the analysis based on the ranges of the values rather than its actual n number of values. Auto binning allows customers to create bins(Segments/Ranges) in Interact, and the learning sub-system will automatically do the mapping. How to define Bins in Interact DT? The bin definitions can be created from Interact -> Global Learning -> All Bin Definitions page, using the mapped learning attributes. The bin could be either Range Type or List type. For example, A Salary attribute can have n number of distinct values, and when this attribute is used in learning, analysis on these distinct values could be quite difficult. Hence we can divide different value ranges of Salary attributes into separate bins. We have created 3 bins on the Salary attribute  Low Income >=35000 Medium Income...
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Marketing & Commerce | September 18, 2020
Introduction to FlexOffers in Unica Interact
The course of marketing has changed from cold-calling to real communications and engaging with your customers in real-time, irrespective of the channel or mode of communication. Unica Interact facilitates this by integrating with the customer-facing systems such as call centers and sending personalized offers in real-time to provide an interactive and enhanced customer experience. FlexOffers is one such component in Interact, which allows mapping company offers, customer profiles, and the customer's real-time activity data into a Windows spreadsheet, which resembles a mapping table. What is it?​ Marketers design their segmentation logic using only a few conditions on profile attributes. Many such rules allow marketers to leverage the rich set of functionality provided in spreadsheet software, like sorting, search, filters, etc. Some rules require frequent but simple updates and can be achieved using FlexOffers. How will it help? FlexOffers helps the marketers to provide easy mapping of offers to the best-targeted customers. Marketers can use the CSV file input, with the basic mapping data, and import it into the system and integrate it with system data such as offers, zones, cells, which will create a FlexOffer mapping table. As in the past, to deploy an Interactive Channel, we do not need Interactive Flowchart and Interaction strategy. Just map a profile table create FlexOffers mapping, and deploy the IC. How Does FlexOffers Work? The basic steps required to work with FlexOffers are as below: Creating a Mapping (existing table , .csv, new table) Add /Edit /Update Rules Customize the rules Create Filters Copy the mapping table to profileServerGroup Deploy the IC 1. Creating a FlexOffers Mapping FlexOffers mapping can be created using three different ways. Create a mapping using the existing table. Select a .csv Create a brand new table and then add rules to it. The source column on the list...
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Marketing & Commerce | May 7, 2020
Reduce Contact Fatigue with HCL Unica Suite
Are your customers being confronted with too many marketing messages across all available channels? In general, the answer is yes. The certain tactics a marketer uses of bombarding their customers with too many marketing communication no matter how relevant it is will result in lower CTRs, more Unsubscribes, apparently landing up in Marketing Fatigue. When marketing crosses a certain threshold, it is no more marketing, and It becomes a headache to customers. That’s marketing fatigue.  Customer contact fatigue is a major problem for marketers and salespeople the world over – not to mention the customers who are receiving it. Contact fatigue becomes a disparate part of marketing fatigue. No one wants to be bombarded with disparate messages too frequently. By managing contact fatigue, you can avoid possible opt-outs or customer backlash. Carrying on bombarding your customers and they won’t remain customers for long. HCL’s Unica suite, which helps in outbound as well as Inbound marketing via different channels, has the capability to avoid or to reduce the Contact Fatigue. In this article, we will describe how to reduce contact fatigue using Unica’s Outbound and Inbound Communication. Reducing contact fatigue with Inbound communications- using Unica Interact. Rather than relying on broad and mass communication, target more narrowly. This can be achieved by using the Unica Interact product, which helps in personalized marketing. Personalize offers that are based on the visitor profile information in real-time to enrich the experience of customers interacting with different channels like web, call center, ATMs, and other inbound marketing channels. Suppressing the Offers based on customer contacts. Not sending offers to the same customers after presenting the offer N number of times through specific channels like mail, web for a particular period, etc. This can be restricted considering the channels through which the offers are sent. In Interact, a...

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