This document provides an overview of how to design an IBM marketing campaign using the IBM Unica platform. It outlines 11 key steps: 1) finalizing business requirements, 2) selecting data sources, 3) selecting customers, 4) de-duplicating data, 5) suppressing do-not-call customers, 6) using macros and derived fields, 7) segmenting customers, 8) sampling data, 9) creating offers, 10) assigning customers to contact processes, and 11) executing the contact process. The goal is to precisely target customers through different channels to increase response rates and business results.

1. A Beginner’s Guide
to Designing an IBM
Campaign
Designed by Xerago

2. The key point of any successful
marketing exercise is to make the
customer realize their importance by
speaking to them individually

3. IBM’s Unica allows
marketers to present
specific offers to the target
customers through the
right channels.
It not only allows us to
design and execute the
campaigns but also
provides the mechanism to
track campaign responses.



4. Benefits of IBM Campaign
IBM
Campaign
01
02
03
04
05
Reduced campaign cycle time
and increased campaign
volume
Reduced costs
of marketing
campaigns
Improved
response rates
and business
results by
increasing the
precision of
campaign
targeting Deepens customer
relationships, loyalty
and lifetime value
Enables cross-
channel marketing
through centralized
decision making

5. Now, let’s look at how you can roll out an IBM campaign
Finalization of Business requirements1
2
3
4
5
6
7
8
9
10
11
Selection of data sources
Selection of Customers
De-Dupe
DNC Suppression and Second Level Filter
Macros & Custom Macros
Derived Fields
Segmentation
Sampling
Offer Creation
Contact Process

6. Now, let’s look at how you can roll out an IBM campaign
Finalization of Business requirements1
2
3
4
5
6
7
8
9
10
11
Selection of data sources
Selection of Customers
De-Dupe
DNC Suppression and Second Level Filter
Macros & Custom Macros
Derived Fields
Segmentation
Sampling
Offer Creation
Contact Process

7. The business requirements
have to be finalized:
Customers to be
targeted,

Customer segments to
be classified

Offer to be released to
these individuals.


8. Now, let’s look at how you can roll out an IBM campaign
Finalization of Business requirements1
2
3
4
5
6
7
8
9
10
11
Selection of data sources
Selection of Customers
De-Dupe
DNC Suppression and Second Level Filter
Macros & Custom Macros
Derived Fields
Segmentation
Sampling
Offer Creation
Contact Process

9. The data sources which
contain the relevant data
have to be selected and we
need to verify the integrity of
the data contained therein.

10. Now, let’s look at how you can roll out an IBM campaign
Finalization of Business requirements1
2
3
4
5
6
7
8
9
10
11
Selection of data sources
Selection of Customers
De-Dupe
DNC Suppression and Second Level Filter
Macros & Custom Macros
Derived Fields
Segmentation
Sampling
Offer Creation
Contact Process

11. This the first level of filter
applied to the data.
This process involves
selectionof customers who
qualify for the campaign -
in line with your business
requirements.



12. Now, let’s look at how you can roll out an IBM campaign
Finalization of Business requirements1
2
3
4
5
6
7
8
9
10
11
Selection of data sources
Selection of Customers
De-Dupe
DNC Suppression and Second Level Filter
Macros & Custom Macros
Derived Fields
Segmentation
Sampling
Offer Creation
Contact Process

13. This phase refers to the
de – duplication step.
This step essentially
removes all the duplicate
records and the
repetitions which have
crept in to the campaign
after the initial filter.



14. Now, let’s look at how you can roll out an IBM campaign
Finalization of Business requirements1
2
3
4
5
6
7
8
9
10
11
Selection of data sources
Selection of Customers
De-Dupe
DNC Suppression and Second Level Filter
Macros & Custom Macros
Derived Fields
Segmentation
Sampling
Offer Creation
Contact Process

15. This phase aims at the
removal of customers who
have qualified after the initial
filter criteria but cannot be
contacted because
They have requested not
be contacted (Do Not Call
list) or
They have already been
contacted the maximum
allowable times in a
specific time frame.



16. Now, let’s look at how you can roll out an IBM campaign
Finalization of Business requirements1
2
3
4
5
6
7
8
9
10
11
Selection of data sources
Selection of Customers
De-Dupe
DNC Suppression and Second Level Filter
Macros & Custom Macros
Derived Fields
Segmentation
Sampling
Offer Creation
Contact Process

17. Macros are inbuilt
functions which can be
used as is - or combined
to achieve tailor made
functions which derive
statisticalandmathematical
aggregates from the
existing data.
When combined with
derived fields, they are
used to create custom
fields or attributes which
add to the customers view
and help in better
classification.



18. Now, let’s look at how you can roll out an IBM campaign
Finalization of Business requirements1
2
3
4
5
6
7
8
9
10
11
Selection of data sources
Selection of Customers
De-Dupe
DNC Suppression and Second Level Filter
Macros & Custom Macros
Derived Fields
Segmentation
Sampling
Offer Creation
Contact Process

19. This phase deals with the
creation of derived fields.
These derived fields combine
pre-existing data (fields) and
datamanipulationoperations
to create a tailor made field
(attribute) which gives
additional information about
the selected customers.
This additional info can be
used further down in the
campaign flow for a variety
of purposes such as
segmentation of the
customers.




20. Now, let’s look at how you can roll out an IBM campaign
Finalization of Business requirements1
2
3
4
5
6
7
8
9
10
11
Selection of data sources
Selection of Customers
De-Dupe
DNC Suppression and Second Level Filter
Macros & Custom Macros
Derived Fields
Segmentation
Sampling
Offer Creation
Contact Process

21. All the customer attributes
collected thus far whether
directly or derived are used in
this step to segregate them into
different customer segments
based on criteria such as:
• Geographic
• Economic
• Loyalty
• Channel
• Miscellaneous demographics

22. Geographic:
The area of residence of the
customer, the proximity of a
customer to a particular store
or branch etc.

23. Economic:
The average balancemaintained
by the customer,average
spending done by a customer
during a particular time period or
at a particular outletetc.

24. Loyalty:
Thispertains to whether the
customeralready owns certain
other products, likea fixed deposit
or credit card or a loan etc.or a
combinationof them.

25. Channel:
We can segment people based
on the preferred channelto be
used to contactthem.

26. Miscellaneous
demographics:
These includeage, maritalstatus
etc. based on the depth of the
data maintainedabout the
customer.

27. Now, let’s look at how you can roll out an IBM campaign
Finalization of Business requirements1
2
3
4
5
6
7
8
9
10
11
Selection of data sources
Selection of Customers
De-Dupe
DNC Suppression and Second Level Filter
Macros & Custom Macros
Derived Fields
Segmentation
Sampling
Offer Creation
Contact Process

28. In sampling, we can collect
random samples of the
data at any point during
the entire campaign to
verify the integrity of the
processed data.
Samples can be collected
as a percentage of the
total record count or
directly the number of
records needed in the
sample.



29. Now, let’s look at how you can roll out an IBM campaign
Finalization of Business requirements1
2
3
4
5
6
7
8
9
10
11
Selection of data sources
Selection of Customers
De-Dupe
DNC Suppression and Second Level Filter
Macros & Custom Macros
Derived Fields
Segmentation
Sampling
Offer Creation
Contact Process

30. This step focuses on
creating the offer that has to
be given to the customer
via the campaign, to entice
him to buy the product.
In a single campaign, it is
possible to roll out
multiple offers to different
segments of customers
and the offers can be
customized for each
segment specifically.



31. Now, let’s look at how you can roll out an IBM campaign
Finalization of Business requirements1
2
3
4
5
6
7
8
9
10
11
Selection of data sources
Selection of Customers
De-Dupe
DNC Suppression and Second Level Filter
Macros & Custom Macros
Derived Fields
Segmentation
Sampling
Offer Creation
Contact Process

32. This is the final step in the
IBM Campaign application.
Here we collect all the
entities (customers) that are
passed through all the
various levels of filters and
segmentation.
We add required attributes
such as segment name,
communication channel to
be used, contact information,
customer name and other
essential information
needed to contact the
customer.




33. This collective information
is put in an appropriate
format and then sent to
different segments through
a mail list/call list.
The channels then contact
the customer - and the
contact history is recorded
by the campaign to
continue the process.



34. Designed by
www.xerago.com/blog/