Goal Based Marketing
Number of Posts: 7
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Number of Posts: 7
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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...
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Marketing & Commerce | July 30, 2020
Unica V12.1 = 4; Are You Ready for More?
Just three months after releasing Unica V12.0, our amazing engineering and product management teams have released Unica V12.1!  All of us on the Unica Professional Services team are extremely excited about the new capabilities. We can’t wait to show Unica end-users everything they will now be enabled to do... but since we can’t cover everything in one article, here’s the rundown! Today, we’re going to illustrate how Unica V12.1 harnesses the power of the number 4. This means we’re going to show you 4 key features of our new integrated cloud-native platform and 4 functions that make each of the 4 features work! Key Features: Goal-Based Marketing orchestrated by Unica Journey. Digital Execution at Scale powered by Unica Deliver. Integration Made Easy with Unica Link. Of course, let’s not forget – there is more with Unica 12.1 A/B Testing and FlexOffers with Interact. Workflow simplified & more powerful, plus REST API Swagger with Plan. Goal-Based Marketing 1. Introductory Use-Case Of course, all marketing campaigns have a goal; increase revenue, sell x units of y product, have an ROI of n%, but what about marketing campaigns that have much more focused goals? As an example, let’s take a look at campaigns with milestones based on the completion of specific customer activities. In the credit card industry, the target goal may be to attain a certain number of transactions within the first month of a customer opening their account. To achieve that, after being approved, the customer must: 1) receive the credit card in the mail, 2) active their new card, and 3) start making purchases. There could also be many more customer activities along the way that leads to them completing the number of transactions within their first month of receiving their card. That is what we call Goal-Based Marketing! 2....
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Marketing & Commerce | July 16, 2020
What the SaaS?!? Why your MarTech SaaS Symphony Needs a Maestro More than Ever
Today’s typical enterprise has between 91 and 189 Marketing & CRM SaaS Tools (instruments) to manage day-to-day messaging, promotions and advertising campaigns across channels. Depending on who you ask, these numbers may vary by a few, but the most commonly referenced research cited by those of us in the industry is from Netskope. Their survey research details that there are 69 CRM related and 120 marketing-related SaaS tools in use on average at the enterprise.  
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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 | June 15, 2020
The Journey to Version 12.1
Twelve short months ago, I was hired by HCL Software to drive the Unica brand into the future. With a clear-cut vision for what the brand could be and should be, I was energized by the opportunity to help refresh a category-leading brand. To accomplish this in a timely manner, I knew three key things had to happen.
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