The fabric of marketing technology is no longer a giant software monolith. As we saw a proliferation in customer touchpoints and channels, we expected an enterprise had to deal with to have a certain amount of complexity with their marketing tech landscape – To the extent that the average enterprise uses about 91 marketing cloud services in its portfolio! It is expected of Marketing Campaigns to evolve from being piecemeal marketing initiatives to truly integrated marketing campaigns. However, according to Gartner, Inc., Marketing leaders struggle to make progress in the utilization of their marketing technology (Martech) stack capabilities. This is because marketers have struggled to put the best of breed martech technologies together in an integrated manner to power a comprehensive and integrated campaign.

A well-planned integrated campaign demands synergies across a wide range of areas including but not limited to: Marketing automation platform, Email Delivery Engines, Digital Messaging Platforms, CRM platform, Ad Tech Platforms, Inbound channels like website, call centers, social media handles…This means collaboration between teams, data handoffs, schedule adherence – in a nutshell, a tremendous amount of agility and responsiveness between teams that handle various functions/technologies across the marketing landscape.

The complexity exponentially increases when multiple such integrated campaigns need to be handled simultaneously, which calls for more simplified yet sophisticated design and integration tools at the marketers’ disposal. Unica Journey is a good example of a Customer Experience Design and orchestration Tool. While Unica Journey solves the problem of designing the integrated customer experience journey end to end, helps visualize it and to an extent enable automation between various capabilities of Unica, but how about integration with the other 3rd party systems?

What is Unica Link?

Unica Link is an Out of box, low code, fast, and flexible integration framework to create quick and seamless App Integrations with Unica and pave the way for a Unified Customer Experience. Unica Link is Modern, API Driven. It powers the creation of connectors by leveraging REST APIs exposed by applications and using standard and simplified tooling provided by this framework. Further, to expedite both development and deployment of these connectors, it provides a set of out of the box reference application connectors that can be used as-is or be extended. Marketers can deliver a seamless customer experience by configuration a chain of actions across multiple marketing applications by invoking an action in 3rd part apps based on a corresponding trigger in Unica just using a simple mapper UI power by Unica Link.

Further, it enables Closed-loop 2-way integrations by returning responses from the 3rd part applications against the actions initiated.

Why Unica Link?

With Unica Link, you can quickly stitch together point to point integrations between Unica and 3rd Party Matrech tools to achieve purposeful actions based on predesigned triggers and user actions- thus paving the way for a truly integrated end to end campaigns by the use of Unica Link and Journeys.

It facilitates enterprises to Improve ROI from the entire MarTech stack and not just from Unica by orchestrating the customer experience across your MarTech ecosystem. Unica Link helps improve Agility & Time to Market an integrated campaign by enabling the marketing team to create integrations on a need basis with minimal IT intervention. With Unica Link, Enterprise can lower TCO and shave off days of IT development & maintenance effort and cost and create and deploy tightly coupled app integrations.

There is much more to Unica Link, and we are just getting started. We welcome collaboration with customers as well, so please let us know what your integration needs are, and we can work with you to get them sorted. Learn more about Unica Link here.

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Further Reading
Unica Journey - Dynamic Content and Offers
Marketing & Commerce | January 22, 2021
Unica Journey – Handling Dynamic Content using Decision and Engagement Split
With the increasing number of touchpoints for the customers to engage with a brand or their product, mapping out a customer’s journey has become increasingly complex. Despite that, customer journey mapping is important as it helps in unraveling customer's expectations, gain insight into their mental model, and helps in creating a personalized omnichannel experience. HCL Unica Journey is a product developed for marketers, helping them design the entire customer journey using different capabilities of Unica Journey like Touchpoints, Engagement split, Decision splits, etc. Unica Journey helps marketers communicate with their customers using different touchpoints like Email and SMS. Marketers can integrate the Journey touchpoint with different Email and SMS connectors and quickly deliver their contents/offers to the targeted audiences. Supported Email Delivery Connectors – Unica Deliver, Mailchimp, and Mandrill using HCL Link. Supported SMS Delivery Connectors – Unica Deliver, Twilio using HCL Link. Use Case: As a marketer,  I would prefer to send desired content/offers to the customers based on their hobbies along with personalization with a single click. If the customer has a hobby of ‘Reading’ then as a marketer, I want to send content/offer related to books/magazines to this customers and those who love ‘Music’ I must send content/offer related to some musical instruments, etc. Unica Journey can send dynamic offers/contents to the customers using the preferred delivery channel. The decision split of Unica Journey has a strong capability to do segmentation based on desired conditions. Journey can send desired contents/offers to the set of people who belong to that segment. Let's have a look at how we can achieve it with Unica Journey. Steps 1. Entry Source creation: The marketer needs to create an Entry source where he can upload the customer data in any supported data import formats, as shown below. E.g., CSV file in this...
Unica Interact message Connector
Marketing & Commerce | January 13, 2021
Real-Time Offer Personalization with Unica Interact
A country’s tourism website is planning an email campaign featuring special travel packages to entice 2021 tourism. The company would like to deploy strategic emails offering real-time offer personalization for its customers. Let's understand with the help of this article the goals of the company, the challenges they face, and how Unica Interact can help them in strategizing the entire offer strategy. GOAL Make business user aware of how Interact message connector works. To deploy the Interact message connector in the WebSphere application server. To test the message connector tag to verify personalized offers are getting displayed. CHALLENGE Unfortunately, the company is limited in its backend digital capabilities (no Java or SOAP) and anticipates problems with customers who open emails where only HTML content is possible. The company is looking for a solution to provide real-time offer management in situations where you only have control over the web content that is loaded on the client’s side. SOLUTION Unica Interact is a sophisticated real-time interaction solution to personalize the customer experience and determine the next best action for customer engagement across various channels such as websites, call centers, point-of-sale, ATM’s, kiosks, and more. KEY FEATURE Unica Interact Message Connector allows email messages and other electronic media to make calls to Unica Interact to allow personalized offers to be presented at open-time and when the customer clicks-through the message to the specified site. This is accomplished by using two key tags: The image tag (IMG), which loads the personalized offers at open-time, and the link tag (A), which captures click-through information and redirects the customer to a specific landing page. STEP-BY-STEP SOLUTION 1. MessageConnector gets installed with the Interact installation itself.  The path of msgconnector folder in our windows environment is as follows Path :- C:\HCL\Unica\Interact\msgconnector 2. Deploy the ‘MessageConnector.war’ in the WAS profile....
Marketing & Commerce | January 8, 2021
Unica Discover is Cloud Native!
Cloud-native is the biggest enabler of the generation and helps you to deliver business value by providing you the flexibility to quickly incorporate user feedback for continuous improvement. With the latest feature release, Unica Discover has become cloud-native. Why go Cloud-Native? Cloud-Native applications have several advantages over typical on-premises deployments. Unlike traditional applications, Cloud-Native application resources are automatically provisioned and released with an on-demand allocation of infrastructure. With auto-scaling, complex up-down process needs are addressed, and resources are paid for on a need-only basis. Container-based platforms decrease the time taken to deliver new products and services to market.  HCL understands the customer's needs to have a stable infrastructure that is also primed to scale up or down based on the times of the year. Reduced cost through containerization and the ease of managing the infrastructure will translate to a better customer experience. Unica Discover Is Dockerized! Along with the traditional on-premises solution, Unica Discover is now cloud-ready for any infrastructure options with Docker containerization. With this, Unica Discover has become more flexible, scalable, and manageable, leveraging the Continuous Integration / Continuous Delivery (CICD) model. Dockerized CICD upgrades will allow upgrades, features, enhancements, and fixes to be delivered to customers more frequently and reduced time for testing and deployment! A traditional Unica Discover deployment has Linux components (DNCA and Packet Forwarder) and Windows components (Routing, Processing server, Reports, Replay server, and DB server). All of the Windows components can be deployed in one server or distributed across servers for larger-scale implementations, and the servers themselves can be physical or virtual. In the cloud-native deployment, we have containerized these components and provided Docker images for each. The ports required for communication within the different components, capturing data from Packet Forwarder to DNCA, and forwarding that data to Routing are all automatically managed...
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