I had a client reach out and ask me about campaign measurement and reporting. As in, they couldn’t do it. They said, “we have a campaign measurement problem.

On closer inspection, they had a very good handle on tracking their digital media spend and performance. Still, they couldn’t align their paid media performance to the campaigns they were running in other channels like email and the call center, mobile, etc.

Turns out, they had a very good unified tag management construct for paid media, but that’s it. They were using Unica Campaign for other channels but couldn’t put all of the pieces together. Also, they were rolling up campaign results between paid media and other channels manually in another external system to support marketing dashboards and reporting.

Discovering this, I decided to be bold and tell them that they didn’t have a campaign measurement problem; they had a campaign execution framework problem. They needed a set of campaign identifiers that run across all channels, including paid media.

Lucky for us, Unica has a campaign execution framework. It’s called Unica Plan.

Diagram 1 below shows the campaign execution framework in Unica Plan.

Diagram 1: Unica Plan’s campaign execution framework

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. That is typically a line of business, brand, or product group. For example, the credit card portfolio at a bank, the loyalty program at a hotel group, or the plus-size brands at a fashion retailer.

Each Plan owner sets up Programs to fit their marketing organization’s structure. Programs represent a large marketing initiative with multiple marketing activities under it. Programs generally align with a specific product or audience. In our examples above, the program for a platinum credit card, gold members of the loyalty program, marketing related to a specific store brand would each represent a Program in Unica Plan.

Projects are more granular and align with specific campaigns within an over-arching Program.

When each Plan, Program, and Project is created, users are prompted to add mandatory and optional attributes that create metadata at each level. For example, Plans often have a choice of the fiscal year, Programs often carry a target start and end date, Projects often have a drop-down to choose the country in which the campaign will run. We recommend aligning the attributes, especially at the Project level, to how you want to roll up and slice and dice the data in marketing dashboards and reporting.

Another important execution element of a campaign execution framework in Plan is security and policy management for compliance. Unica Plan has features to control “who can do what where.” And all of it is documented and tracked by Plan as Plans Programs and Projects are being requested, approved, updated, and completed. A good thing to have when business controls knock on the door and tell you there is an audit.

When a campaign goes live, Plan passes the Project code created in Plan to the other modules in Unica (Campaign, Interact, etc.). They become live Campaigns with a Campaign code (which is the same code as the Project Code generated by Plan. It gets passed over to the other modules). As Unica executes a Campaign code, it associates the individual messages delivered as part of a campaign to the Campaign code and Offer code.

An Offer Cell is a tracking code that records the message, promotion, and call to action that an individual received in an email campaign from Campaign or in a banner add they saw on the customer’s website in real-time via Interact.

As Campaign and Interact serve up messages, they write out a record of the message delivery to Contact History.

Campaign and Offer codes aren’t just used in the systems that Unica sends campaign messages directly to. We recommend data integration and tagging of registration forms, leads, and web forms with the same tagging framework using Plan generated Project/Campaign and Offer codes. By doing this data integration and tagging standardization upfront, the campaign execution framework in Plan can then truly capture all campaign-related interactions across all channels, including paid media, on and offline.

We recommend embedding the Project and Offer codes from Unica Plan into trackable links in email and Paid, Owned, and Earned digital media.

Diagram 2 below shows the tag structure for trackable URLs.

Diagram 2: Tagging Standards from the execution framework across all channels.

The Campaign code and Campaign Offer code are in placements fields mmca1 and mmca2 in the tag. We recommend using a tag generator to help marketers structure their tags in a consistent, scalable way.

When an email or banner placement gets a click, the response is tracked via the tag. Interactions are then recorded in interaction history in your marketing database or data lake.

The loop is now closed for campaign measurement. Unica stored a record of the initial touch in Contact History when the Campaign was executed with the Campaign code and Offer code. The link clicks stores the same Campaign and Offer codes based on responses. The campaign measurement problem is solved.

If you’re having challenges tracking and measuring your campaigns across all channels, consider creating a campaign execution framework with Unica Plan before you execute a campaign. It will save you hours of data manipulation after the fact trying to make sense of disparate campaign data. You won’t have a campaign measurement problem!

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Further Reading
FlexOffers mapping in Interact
Marketing & Commerce | September 18, 2020
Introduction to FlexOffers in Unica Interact
The course of marketing has changed from cold-calling to real communications and engaging with your customers in real-time, irrespective of the channel or mode of communication. Unica Interact facilitates this by integrating with the customer-facing systems such as call centers and sending personalized offers in real-time to provide an interactive and enhanced customer experience. FlexOffers is one such component in Interact, which allows mapping company offers, customer profiles, and the customer's real-time activity data into a Windows spreadsheet, which resembles a mapping table. What is it?​ Marketers design their segmentation logic using only a few conditions on profile attributes. Many such rules allow marketers to leverage the rich set of functionality provided in spreadsheet software, like sorting, search, filters, etc. Some rules require frequent but simple updates and can be achieved using FlexOffers. How will it help? FlexOffers helps the marketers to provide easy mapping of offers to the best-targeted customers. Marketers can use the CSV file input, with the basic mapping data, and import it into the system and integrate it with system data such as offers, zones, cells, which will create a FlexOffer mapping table. As in the past, to deploy an Interactive Channel, we do not need Interactive Flowchart and Interaction strategy. Just map a profile table create FlexOffers mapping, and deploy the IC. How Does FlexOffers Work? The basic steps required to work with FlexOffers are as below: Creating a Mapping (existing table , .csv, new table) Add /Edit /Update Rules Customize the rules Create Filters Copy the mapping table to profileServerGroup Deploy the IC 1. Creating a FlexOffers Mapping FlexOffers mapping can be created using three different ways. Create a mapping using the existing table. Select a .csv Create a brand new table and then add rules to it. The source column on the list...
Unica goes cloud-native
Marketing & Commerce | September 9, 2020
Unica- A Cloud-Native Marketing Platform
Why Unica Cloud-Native? We are in the midst of an information technology revolution driven by the cloud. The emergence of containers, with their fast startup, standardized application packaging, and isolation model, is further contributing to efficiency and agility. Along with the benefits of Docker like reducing hardware resource costs, ease-of-use, portability, scalability, and modularity of deployments, Kubernetes provides container-orchestration capabilities for automating application deployment (rollout and rollbacks), workload scaling, and high availability. Helm charts leverage Kubernetes packages to streamline the installation and management of applications deployed on Kubernetes. 1. Faster release pace  Unica Docker Images will be rolled out for each release and/or fix pack. Time to market has become the key differentiator between the most innovative organizations and their lagging competition. With this deployment approach, Unica can build and ship more value to its customers. With this deployment approach, it is very easy for customers to consume new releases. 2. Better CX HCL Unica will ship Docker Images with new features faster and keep iterating continuously. An extensive set of APIs in the Unica Products would enable integrations with enterprise data stores. Overall, Cloud-native applications allow you to improve your customer experiences. 3. Ease of Application management Cloud-native also has many options to make infrastructure management effortless. With helm charts, application management, monitoring, deployments will be easy, automated, and configuration driven. 4. Reduced cost through containerization Containers make it easy to manage and secure applications independently of the infrastructure that supports them. The industry is now consolidating around Kubernetes for the management of these containers at scale. Alongside Kubernetes, there’s a host of powerful cloud-native tools and standardization of infrastructure and tooling. This, along with open-source technologies, drives down costs. Pricing flexibility models are all enabled with a cloud-native deployment approach. 5. Building Reliable systems With modern cloud-native approaches...
Marketing & Commerce | September 2, 2020
Campaign REST API-V1 and V2
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