1. By: Gagan Dutta
Marketing Automation

2. Many Business problems – One Solution
Optimization Engine
• Achieving same (applicable to non Unica selection)
• Campaign priority -
• Customer contact optimization
• Contact Limit per week/any duration
• Contact Limit per campaign/Campaign Type
• No eMail Day
• Defining Best Practices
• Optimizing Multiwave Campaigns

3. Campaign priority
• Customer should be targeted in the high priority campaign if he/she
eligible for many campaigns on same day
• Business should decide the campaign priority
• Priorities of the campaign should be changed any time
• All campaigns should be executed in parallel instead of the Campaign
priority order
Customer contact optimization
• Customer should be targeted with the right offer by maintaining no of
times he/she can be targeted
• Business should decide the no of time a customer can receive a
particular type of offer in a week, month, quarterly, biweekly etc
• Business to have flexibility to change the target criteria per campaign,
per campaign type, per offer or per offer type

4. Item’s Browsed
(Home Theatre, TV’s Phone, DVD etc)
Shopping Cart
(Items Purchased)
Shopping Cart
(Item Abandoned)
Customer Journey during purchase Cycle

5. Generic flow for Campaign Execution
Camp. Type Limit
NO Email Day
Item Browse -Pre
Processing FC
POSTPROTABLE
Generic Trigger
Flowchart
Campaign
PRIORITY
Post
Processing
Flowchart
Contact Limit/week
Camp. Type Limit
NO Email Day
Abandoned Cart -
Pre Processing FC

6. Consolidated Flow for Multiwave
• To reduce load on campaign server, multiwave campaigns should be
optimally designed
• Auto selection of the next best offer should be integral part of the campaign
designing for better control
• Allows business users to change the offer priority etc
Good Practices for Multiwave Campaigns
Contact History Response History
Consolidated
View
Master Action
Table
Next Best Offer

7. Thank You