Kursbeskrivning: Introduction to IBM Unica Campaign 8.5 (ILO)

NOTE: This is an instructor-led online course. Please do not make travel arrangements.

This course explores the basics of designing, building, and executing a marketing campaign using IBM Unica Campaign. This course prepares you to configure IBM Unica Campaign's processes for use in campaigns from simple to moderate in complexity, use data structures in campaigns, create offers and apply them to campaigns, and to track responses to campaigns.

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This course is for new users of IBM Unica Campaign, and Unica Partners who will be designing, building, and executing campaigns.

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You should have:

• general knowledge of database marketing

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• Navigate the IBM Unica Campaign user interface
• Apply IBM Unica Campaign features and functions to your marketing tasks
• Design a Campaign, execute it, and access its analytical tools
• Configure and use several IBM Unica Campaign processes to build a flowchart
• Use data structures in IBM Campaigns
• Create offers and apply them to Campaigns

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IBM Unica Campaign Basics

• The IBM Unica Marketing Platform
• Integrated Marketing
• Navigation and Logon
• Other Menu and Page Features
• Campaign Concepts and Terminology
• Navigating Around the Unica Campaign Interface
• Creating a Campaign

Building a Flowchart, Part 1: Data Selection and Manipulation

• Creating Flowcharts
• The Select Process
• Table Mapping and Catalogs
• Strategic Segments
• Associating Segments with Campaigns
• Process Status Indicators
• The Merge Process
• The Segment Process
• The Sample Process
• Running Flowcharts
• Flowcharts Templates

Building a Flowchart, Part 2: Data Refinement and Output

• Building Queries with Unica Macros
• Configuring Queries Based on Derived Fields
• Why Use Derived Fields?
• User Variables in Queries
• The Snapshot Process
• Audience Levels
• Table Mapping
• The Audience Process
• The Extract Process
• Scheduling Flowcharts

Offer Attributes, Offers and Offer Lists

• Offers Overview
• The Offer and Response Cycle
• Offer Concepts
• Offer Attributes
• Offers and Offers Versions
• Creating Offers
• Using Offer Lists

Assigning Offers and Cell Management

• The Offer - Response Cycle
• Offer Assignment Flow
• Treatments
• Contact History Concepts
• Assigning Offers
• Target Cell Spreadsheet

Response Tracking and Reporting

• The Offer - Response Life Cycle
• Response Attribution
• Example Scenario: The Offer
• Example Scenario: Contact History Data
• Example Scenario: Response Flowchart
• Analyzing Response History
• Reporting and Analysis

Selected Setup and Troubleshooting Topics

• Flowchart Logs
• Custom Offer Templates
• Offer Templates
• Sessions

More Campaign Objects and Processes

• Custom Macros
• Track Process

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