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Tom Hannigan Jr.
Unica Global Practice Leader
About
I am a seasoned marketing executive with 20+ years of global experience in direct and digital marketing strategy and execution. If you are a current or potential Unica customer let's connect and geek out on Unica!
Posts by Tom Hannigan Jr.
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Marketing & Commerce | August 27, 2020
Introducing Goal-Based Marketing with Unica Journey
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.
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Marketing & Commerce | July 6, 2020
Let’s Geek Out on Unica: Scaling Your Campaign Execution
Everyone is trying to do more with less – quickly. I have clients who ask me all the time “How do I makes things faster?” or “How do I streamline campaign execution while doing more campaigns?” Both valid questions. Folks want to execute at scale, do more personalization, and run more campaigns in more channels simultaneously. This is where the magic that is Unica can come to the rescue. 
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Marketing & Commerce | June 17, 2020
Let’s Geek Out on Unica: What’s Your Offer Strategy?
Offers are all around us, you probably just don’t notice them.It’s like when you go to buy a new car. You never noticed how many people drive a Mini Cooper until you’re thinking about getting one. Then you see them everywhere.Unless you work in retail, you probably never noticed these offer strategies:
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Marketing & Commerce | March 24, 2020
Best Practices for Unica Plan
Marketing Plans sit at the top of the campaign execution framework in Unica Plan. Plans represent the annual marketing plan for a budget holding organization in marketing.
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Marketing & Commerce | January 30, 2020
Unica and Email Service Provider (ESP) Integration – Best Practices
Let’s Geek out on Unica! Best Practices Blog post: Unica and Email Service Provider (ESP) integration. I think 2020 will be shaping up to be the year where everyone starts to realize they have too much tooling to manage in their martech stacks. I have been getting many requests lately around best practices for getting tools to work together or to provide clarity about what function should be performed in which tool in the stack. Recently, one of our banking customers reached out for some advice. They have outgrown their current email service provider, replacing them with a larger enterprise-grade email engine. They hit me with two questions: What are the best practices around integrating our new ESP and Unica? How do we architect the integration to get the most out of both platforms? The first question is pretty straightforward, as Unica was designed to integrate with any ESP.  With the release of Unica - version 12 later this year, it will be even easier with Unica Link (more information in a future post) to achieve seamless integration. The second question is endemic of my opening prediction – confusion on the part of marketers about “what gets done where” because of the proliferation of tooling. Just because we can do segmentation or A/B testing in a given solution doesn’t mean we should. The answer also requires an understanding of the functionality in the context- how a customer is set up operationally. There’s no one right solution. So on to the answers: Diagram 1 below shows what we call the Unica to ESP “return trip” integration. Step one is to generate the email records to be sent to the ESP as a result of a flowchart run in an output list. This is specified in the mail list process box in...
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