Contact Optimization
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Number of Posts: 3
Marketing & Commerce | August 13, 2020
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...
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Marketing & Commerce | May 20, 2019
Deriving Better ROI with ‘Agent Capacity function’ in Contact optimization – Part -2
In part one of this blog, we learned about the first four steps about configuring Agent capacity function. These first four steps were A, Creating Agent tables: Agent information table and agent-customer relationship table B, Defining Agent tables in Optimize Configuration C. Create Agent channel D. Create Contact Optimize Session providing agent tables and agent channel. Please click here to read the Part -1 of this blog We shall continue with the next steps in this article which are - E. Define Agent Capacity rules in Optimize session F. Create Pre-opt flowchart and then run it G. Run Optimize session H. Run Post opt flowchart to deliver offers to optimized contacts. E .Defining Capacity Rules in CO session: ​Agent_rule: Provide Agent Channel in the channel box. You can either select specific offer/offer list or select “Any offer” which means all offers which has a channel as “agent” will be selected by this rule. Other options like “over the time period” and offer range will be disabled by default when you select agent channel. ​Email rule: Select channel as “Email” or any other channel you have defined. We are using EMAIL in this example. You can define offer range here, so we have defined 0-2. That means at max only 2 offers will be selected by this rule which has a channel as “email”. F. Creating a pre-opt flowchart: Pre-opt: ​ ​Select process box “Agent”: ​Optimize process box “Opt_Call_1”: ​Offer “CO_Offer2” parameters: ​Select process box “Email” configuration: ​Optimize process box “Opt_Email” configuration: ​Now run the flowchart and check count in PCT table: ​Once the pre-opt flowchart finishes run, it populates the PCT table which is known as the proposed contact table. You can find PCT table name from debug level flowchart.log. We can see above that 4 customers are selected to deliver offer via Email channel and 5...
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Marketing & Commerce | April 22, 2019
Deriving Better ROI with ‘Agent Capacity function’ in Contact optimization – Part -1
​Smart marketers know that delivering personalised, contextual timely and relevant offers yield better Return on Investment (ROI). It also enhances customer engagement and improves loyalty. Agent Capacity function in Contact Optimization helps marketers segregate high value consumers and extend more relevant offers that leads to a better rate of conversion. It also helps to prevent contact fatigue, and problems arising out of conflicting offers.
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