profile image
Sumitra Chachar
Product Manager | Consultant
About
With +12 years of experience as a Product expert, she’s been leading the development of world-class Enterprise on-premise as well as SaaS products in the marketing automation space. She is one of the core members of the team responsible for the development of the Unica Journey.
Posts by Sumitra Chachar
article-img
Marketing & Commerce | August 27, 2020
Introducing Goal-Based Marketing with Unica Journey
There’s a new attitude in the air in marketing departments—the emergence of the performance marketer, growth marketer, and increasingly, the goal-based marketer. As a goal-based marketer, you are trying to achieve specific revenue targets weekly. You are monitoring key milestones knowing that missing a target at any one milestone will keep you from hitting your overall target. You are checking goal achievement throughout the day. If you reach Wednesday at noon and are at less than 50% of your weekly target, it’s time to do something about it. Now. The milestone events come from many actions in many systems – and you are connected to all of them in real-time. Sound familiar? Goal-Based Marketing with Unica Journey Unica Journey was designed to meet the specific needs of goal-based marketers. Here’s how. To do goal-based marketing well, you need to get the moving parts right. The first is setting the goals for each milestone. Then, the sequencing of communications around key dates, milestones, or triggers. The sequencing is important enough that you want to see it laid out. Once you’ve built your customer journey, you monitor it in real-time at each stage. You’ve got event triggers coming in across multiple entry points, and if anyone of them underperforms, your weekly target is at risk. Once you spot a conversion issue, you’re going to want to pause the journey and make adjustments to improve performance. Here’s how we do goal-based marketing in Unica Journey in three easy steps. Step 1 - Plan the goals. Start planning your goals by identifying what we call the golden milestones in your journey. A golden milestone is an event that must happen for your customer to get value from your offering. If it’s a wedding registry journey, then the bride to be will get no value...
article-img
Marketing & Commerce | February 26, 2020
Journey – What a strategic marketing initiative looks like in Unica V12
'Creating personalized customer experiences.' This is the most common tagline or message that brands/businesses tend to convey these days. But do the companies abide by their goals, are they creating real value for their customers? If the answer is yes, then the customer itself creates business/brand value by increasing the market share. The engagement that brands build with their customers, is it real-time?  Does your brand care about the experience the customers are receiving? Every interaction that your customer has with your product/service forms a touchpoint for marketing. Designing those interactions provides you with an entire customer journey. All of the above questions have the lowest common denominator, the customer journey. What is a customer journey? From the very first interaction that the customer has with the service or product till the time he stays in continuous touch with it is the entire Journey a customer covers. It becomes essential to visualize the Journey and the experience the customer gains to study the patterns and gain valuable insights from it. It ensures that we are in constant touch with the customer, which further helps to create, adjust, and enhance touchpoints, providing the most effective, efficient buying and service process. Let's understand it better with the help of an example. After the customer signs up, a welcome email will be triggered. But that's not the end; for maintaining customer engagement, it is necessary to send an email regarding the recent purchases or the purchase they are about to make. It should be triggered at a particular time interval, such as after 2 or 3 days, to continue the engagement further. We understand the importance a customer journey holds, so here we are with the whole new Unica Journey, an initiative to enhance the customer's experience. Unica Journey lets marketers create small...
article-img
Marketing & Commerce | September 6, 2018
Using Campaign Outbound Triggers
An outbound trigger is the execution of a command, batch file, or script (that is stored on the Campaign Application Server) that takes place after a flowchart or process is run. You can define triggers to perform virtually any action, such as opening an application, sending an email, or running a program.
article-img
Automation | August 27, 2018
Using Campaign Inbound Triggers
  This blog will take you through the Inbound Triggers – triggers sent from other applications to Campaign. Inbound Triggers Inbound triggers are triggers sent from other applications to Campaign.  The other applications send information to the unica_actrg executable that resides in the bin directory (<CAMPAIGN_HOME>/bin).  The application calls unica_actrg and passes parameters: ​ Usage of unica_actrg ​Possible parameters can be seen by typing ‘unica_actrg’ from the command line: Unica_actrg [-p <port.] [-s ] [-v] [ | | -n ] , , … Where items enclosed in [] brackets are optional.   The | sign indicates an ‘OR’ – campaign code can be used, or campaign name or flowchart name.   -v is used to indicate the version of the Campaign Trigger Utility.   Examples: 1)     All flowcharts waiting for ‘Go’ This would send a message to continue execution of all flowcharts (the * is a wildcard) waiting for the command ‘go’.   Tip:  In Unix, if there are spaces in the campaign name or flowchart name this will cause an error.  To avoid this put quotes around the asterisk. <CAMPAIGN_HOME>/bin/unica_actrg ‘*’ Go   2)     All flowcharts waiting for ‘Go’ specifying the port.   <CAMPAIGN_HOME>/bin/unica_actrg –p 5664 ‘*’ Go   This would call the Campaign on port 5664 (if multiple versions of Campaign are installed on the same server you may need to specify the port) and send a message to continue execution of all flowcharts (the * is a wildcard) waiting for the command ‘Go’.   3)     A specific flowchart waiting for the command ‘Go’ <CAMPAIGN_HOME>/bin/unica_actrg TestFlowchart Go   This would send a message to continue execution of the flowchart ‘TestFlowchart’ waiting for the command ‘Go’. Campaign A Triggers Execution of Campaign BIn this example Campaign A will send an outbound trigger that will then be the inbound trigger that Campaign...
article-img
Marketing & Commerce | July 11, 2018
Campaign Execution Best Practices
  The Campaign is the most used tool and the backbone of your marketing ecosystem. Here are the best practice recommended for Campaign users after years of working with this engine. Incorporate the 4 principles of Best Practices into your group Reuse, Organize, Automate and Share. ​ Execution specific Best Practices Create derived fields or custom macros when you need an aggregation of data that doesn’t exist currently on the database. Create control groups at the lowest level of segmentation, and use the random selection functionality provided in the software. When building a new campaign meet as a group and brainstorm the new design before building it.  Then after the campaign is built, meet again as a group to review the design and evaluate the campaign from all three vantage points: Performance, Ease-Of-Use, and Flexibility. Define offer and promotion history so that each discreet contact with a customer can be identified in the database. Use Campaign user attributes to capture more information or create derived fields to support this requirement. Use ‘Check Syntax’ for syntax checking at all times. Use the ‘Summary Tab’ to capture Campaign metadata and descriptive information. Apply suppressions early in the Campaign design process (so that your surviving population is smaller as you progress down the processing chain). To obtain waterfall or cascading counts, use a separate process box for each Select or Segment process, the results can then be displayed with the cell waterfall report. Use the ‘Cell Size Limit’ function to limit output records to particular channels based on constraints. When entering multiple conditions in SELECT and SEGMENT process boxes, enter criteria piece per line and place the AND/OR operators on a separate/newline.  Enter the AND/OR operators in ALL CAPS. Use the ‘General Tab’ to capture comments about the processes you have created. When creating multiple...
article-img
Marketing & Commerce | June 19, 2018
Campaign APIs – Be REST Assured
  Campaign Offer APIs   In the upcoming Campaign version, a new powerful feature has been added: the ability to perform common tasks through REST APIs!  ​Let’s explain first what the RESTful approach is that we have used to create this new functionality. ​ Representational state transfer (REST) or RESTful Web Services is a way of providing interoperability between computer systems on the Internet. REST-compliant Web Services allow requesting systems to access and manipulate textual representations of Web resources using a uniform and predefined set of stateless operations.  REST APIs give you the possibility to perform actions and queries on your offers, such as:  Retrieve useful data from your Offer information (query Operations and Applications, optionally using specific filters to narrow down your queries) Retrieve all offers Create new offers Perform changes in Offer details Get Offer codes Retire Offers Search for Offers Get Offer template details from which the offer is create Validate Offers ​All this can be performed in a simple, safe, and quick way by using REST APIs.  Simple: REST APIs are simple to use, requiring just a URL and few parameters as input. Safe: leveraging an HTTPS connection and basic authentication, all your data is protected when sent and received. Quick: response time of a REST API call is in seconds!   The Campaign installation will have the Swagger documentation for the precise information for using each API and JSON payload samples. ​It can be found in our documentation.    Sumitra Chachar    Product Manager – HCL Marketing Suite Sumitra is a Product Manager for HCL Marketing Suite (formerly known as Unica). She has been part of Marketing Suite since 2007. She comes from technical background and has passion for building great products. Marketing Platform, Campaign, Interact, Marketing Operations, Contact Optimization, and Opportunity Detect are trademarks of IBM Corporation, in at least one jurisdiction, and are used under license. ​
a/icon/common/search Created with Sketch.