Omnichannel Decision Engine for Enterprise Marketers
Marketing & Commerce | May 12, 2021
Unica Discover – Configuring HBR (Health-based Routing) Transport Service Pipeline Agent
In the world of marketing, the customer is a real asset. And to deliver great customer experiences, the marketing team needs to dive right into the customer insights - what they like, when and where to reach out, what people are interested in, and how best to connect. Unica Discover is the offering of Unica Suite that helps you by providing behavioral insight into the online user journey, allowing you to deliver the kind of optimized experience that improves conversion and makes users want to visit again. In this blog today, we will highlight the Health-based Routing) Transport Service Pipeline Agent of Unica Discover and how you can easily configure it. Transport service is a 32-bit process. Multiple pipeline agents are running under transport service. HBR is one of the pipeline agents. HBR can run the main process (parent pipeline) and also child pipelines. Original HBR agent has a limitation: parent and child pipelines are sharing the same memory allocation. 32 bits process can utilize up to 2 GB. Often, memory utilization exceeds the 2GB limit, and transport service is restarting or just stays down. The goal is to - Optimize and improve the performance of HBR agent. Fully Utilize all hardware (RAM) resources of the machine. SOLUTION MODULE AND KEY FEATURES Health-Based Routing enables the routing of hit data to multiple canisters for processing based on the health and load on each canister. Use HBREx agent instead of the original HBR. The Extended HBR session agent (HBREx) implements multiple child pipelines for an individual pipeline in the canister to better utilize memory. This improves the hits processing performance of the pipeline. The difference between original HBR and Extended HBR (HBREx) is that child pipelines are running separate processes in HBREx and are no longer part of the parent pipeline process....
Marketing & Commerce | May 5, 2021
Traditional MRM vs Collaborative Work Management
It’s a marketer’s world. Customers can be reached by virtually any medium (email, SMS, social media) a marketer puts their mind to. But with so many channels, meeting customer expectations, understanding their needs, and formulating strategies to provide a great customer experience, the list of marketing "to do's" is much longer than it used to be. Hence Marketing Resource Management has become an essential part of new marketing approaches. What is MRM? Forrester1 defines marketing resource management as enterprise marketing technology that helps marketers with financial planning, performance measurement, collaboration and calendaring, project management, content production, asset management, brand compliance, and marketing fulfillment. MRM is not a new space, but marketers need to take a fresh look at available solutions. As the MarTech landscape has exploded over the past decade, marketing operations has become the backbone that keeps all of the tools and processes working together to achieve the organization's goals - encompassing everything from planning, processes, execution to technology and resource allocation. MRM includes the resources available to internal teams and the relationships with external stakeholders and approval processes. MRM lets you organize, automate and optimize marketing tasks. The Purpose MRM fulfills MRM exists to save time and marketing resources. Think of just one single marketing task – for example, preparing an email marketing campaign. The list of activities includes the coordination between your marketers, graphic designers, copywriters, and others involved – it is time-consuming and, therefore, costly. This was just an email campaign; consider the cost of running hundreds like these together. For every hour spent on this, you lose focus on other marketing collateral or company growth. With MRM in the picture to manage the assets, tools, and operations, it is easier and more cost-efficient. Creative Approvals - Easily float creatives to brand, legal and other teams for...
Marketing & Commerce | April 28, 2021
Unica is available on the HCL Software Solution Factory!
If you haven’t, you really should meet SoFy, which is HCL Software’s Solution Factory! It is another major step in Unica’s Cloud Native Journey. So, you may be thinking: what, how, why? Glad you asked: WHAT: SoFy provides access to dozens of HCL Software products and services! Products, including: Application Security, Databases, Integration, Testing, Workload Automation, Configuration Management, and now – Unica! Services, including: Data Stores, Scheduler, Code Security Scanning, Data Mapper, Test Engine, and Data Synthesis. HOW: SoFy provides enterprise-grade technologies that are exposed through: Dynamic deployable microservices. Accessed through well-designed REST APIs. Leveraging modern container and orchestration technologies. Integrated with smart common Services. WHY: SoFy provides bespoke solutions at your finger-tips that: It can be rapidly deployed to any cloud environment. Easily secured, monitored, and managed. Provide simple, consumption-based licensing. Once logged into SoFy, the fun can begin! With SoFy, you can: 1) Explore: A catalog of Products and REST APIs that are enabled for Kubernetes as Docker images and Helm charts, 2) Create: A set of microservice SoFy tools to help users discover and combine those APIs and products into SoFy solutions, including: a) A list APIs & products, generate solution Helm chart, deploy into test cluster and b) A simple GUI over these services, including Swagger UI for REST API documentation and 3) Release: A set of common SoFy services that run inside a SoFy solution, providing consistent setup & management of the solution. Accessing SoFy Getting started with SoFy is easy! SoFy presents as a web application available via any Web Browser. As with any web application, users – customers, partners, and HCL staff – need to “sign up” for SoFy. You can go directly to the Register for SoFy page using the following link: https://www.hcltechsw.com/sofy/request-access. The screenshot below displays the sign-up page. Also, you can...
Marketing & Commerce | April 12, 2021
Unica 12.1 Marketing Platform Spring Release: Platform FeaturePack 184.108.40.206
We are excited to announce the release and general availability of our latest Spring update to the Unica 12.1 cloud-native integrated marketing platform - Unica 220.127.116.11. The Unica Spring Release strengthens the platform’s cloud-native foundation with more flexible deployments and a diverse stack. It deepens the integrated platform’s core capabilities with coverage for more social channels, better planning, rich Insights, and enhanced personalization. Finally, it broadens digital marketing with the addition of mobile PUSH messaging. Your omnichannel customer engagement gets more impactful with updates to Unica Journey in this release. As marketers, not only can you define multiple goals and key milestones for your journeys but now track those goals with a wave and funnel stats, export the reports providing you powerful insights to proactively recalibrate your journeys. Exporting journey audiences to an external database is also now possible with the new Unica Link JDBC connector. Your audience outreach also gets wider with integrated WhatsApp messaging in Journeys, and AdTech targeting through our new Google AdManager audience syndication capability (in addition to Facebook and LinkedIn) built on Unica Link. In Unica Deliver, we have added key capabilities that can give your digital marketing a major PUSH. Now you can engage audiences on the go with world-class integrated PUSH messaging through Unica Deliver and Kumulos. Bring agility to your message build experience with search, offer integration and PUSH support in the QuickBuilder mail editor and Optimize your SMS messaging strategy with out-of-the-box insights on SMS link clicks. With these key enhancements and our already existing Email/SMS/WhatsApp channel coverage, Unica Deliver can provide you the breadth and depth of digital messaging, all from a single integrated platform. In Unica Campaign, we have added support for new customer databases (Actian Vector and Oracle 12c/19c with ODBC). We have also introduced Improvements in the...
Marketing & Commerce | April 7, 2021
Unica Interact – Real-Time Attributes
Real-time marketing has become one of the most important marketing techniques in today’s consumer world. Real-time decision-making can be most effective when you exploit given customer interaction by capturing a variety of valuable data. Unica Interact has a great feature called ‘Real Time Attributes’ which helps to capture more and more meaningful real-time data and then use the same in decision logic. What is it? Unica Interact can handle dynamic values for attributes, where values are set or updated at the moment the interaction happens, such as the total amount of a shopping cart, the current location of the customer, etc. It is a prerequisite to adding the attribute as a profile column in the mapped table. Even if an attribute is to be provided via API parameters or other sources, the attribute name must be manually added into profile table columns. With the introduction of ‘Real-Time Attributes, if the marketer wants to use a new attribute in the segmentation logic at Flowchart as well as Strategy level, then there is no need to add the same in the profile table columns. How will it help? Consider a scenario for an Insurance company where the marketer wants to capture a ‘keyword’ from real-time transactions to determine the insurance segment for a particular customer and then present him the best offer accordingly. Now with traditional Unica Interact, this new attribute has to exist in the mapped profile table in order to create an expression in flowcharts or strategies. It is an unnecessary hassle for the marketer to add a corresponding column in the profile table, again map the table, and then use the attribute in an expression. Real-Time attributes will make the life of a marketer easier. A marketer will be able to create, manage and use such attributes without adding those...
Marketing & Commerce | March 31, 2021
2021 Loyalty Program Trends
This past year has been one of the most stressful, challenging and exhausting years our world has faced in quite some time. Brands have struggled to stay engaged with their customer base and to grow their bottom lines. Some businesses have flourished because they were prepared, while others have been forced to downsize or, even worse, close their doors. Looking deeper into 2021 and beyond, there is still so much that is unknown, but successful brands will deepen their relationships with their customers and will experience growth leveraging their loyalty programs and offers to their existing customer base. Consumers expect brands to have a finger on the pulse of their struggles and are resistant to being sold to by a brand that operates its marketing strategies in a vacuum, without considering the current circumstances. Successful brands will focus on non-purchase member engagement activities such as redemptions, digital interactions, and virtual experiences. They will benefit in the long run with the ultimate reward of conversion. As we expect some pre-pandemic trends to continue, this pervasive virus has forced us to accelerate change and has brought about unexpected challenges to the loyalty and business environment. In response to the many new obstacles we face as a society, we at HCL foresee the emergence of several key themes in customer loyalty. They are Personalization, Social Journey Integration, & Friction Detection. Personalization Research has proven that customer satisfaction levels are higher when brands personalize the customer experience, and loyalty is no different. 91% of consumers said they would be more likely to shop with brands who recognize and provide relevant offers and recommendations, and 83% are willing to share their data to make this work (Accenture). Consumers share that they are actively engaged in programs that are highly personalized and that make them feel...