This document gives an introduction to Unica; benefits of Unica. Modules that can be added; challenges while deployment. Unica architecture design; best practices that could be adopted. It also explains how to leverage Unica for businesses; Integration with other channels and overall value addition.

1. CMO Roundtable Conference 8th June, 2011 Presented by - IBM & Customer Centria www.customercentria.com

2. Unica Campaign Management Presented By – Mr. Raj Joshi Vice President - IT Videocon Telecommunications Ltd.

4. Segmentation

5. Target group creations

6. Output designsFinally enabling marketing analysis, developers and managers to create more efficient and effective campaigns.

7. Erstwhile process Vs Unica campaign management at VTL

9. Data security was at stake since there was no login/authentication of the user creating the list.

10. Complex campaigns were very difficult to make since multiple files involving multiple logics had to processed in MS Access which resulted in wastage of entire day.

11. No provision of scheduling a campaign was there. Feed generation had to be initiated manually.

13. Corporate users can disseminate and ensure standard or best practice in circles. They can also share innovative campaigns developed by one circle to other circle users. They also can monitor which circles are running which campaigns

14. Global segments (like DND, Blacklist, VIP list) can be maintained at corporate level & can be included in circle campaigns transparently ,hence ensuring circle does not have to create their own specific segments

15. Database for campaigns is maintained centrally. This ensures data availability up to D-1 status and data sanity is maintained. Also circles are given access to data only for there particular circles ensuring foolproof data security.

18. Affinium Interact – Affinium Interact is a real-time personalization application that utilizes both online and offline data to provide the right level of personalization and the most effective offer, content, or service to all real-time channels

20. Unica Architecture Design

22. Specific FNF product promotions to limited group callers basis on count of distinct MSISDNs called by customer.

23. Free minutes to zero usage / Low usage customers to stir their usage.

24. Promoting cross selling ie SMS packs to high voice users and Voice packs to high SMS users.

25. Promoting CRBT shuffle and sending CRBT OBDs depending on age groups. Devotional to high age group and Latest CRBTs to youth.

26. Promoting packs specific to usages ( Leg Wise usage – STD packs to high STD users and Local packs to high local users )

28. Leveraging Unica Unica can be best utilized once the end to end integration is done with bulk messaging gateway (BMG)/OBD (vendor)/Etopup (Estel) to track the response of the customer. Integration will enable business know the effectiveness of the campaigns being run and predict the customer response on the same. It will also give a clear picture of conversion from campaigns run, Integration will further reduce the manual intervention in the daily processing and target file can be directly shared with the execution channel. Integration will enable business users to compare different execution channels and let them choose the most effective and cost efficient method for product promotion. Integration with Estel will also let the business team directly configure the offer in IN and share the same list with execution channel.

29. Future architecture (Integration with channels) BMG server MIS Reports OBD Vendor UNICA Application VLR / HLR Oracle DB Feed From Business Estel ( Etopup )

31. Prevent potential churn by retaining the customers.

32. Increase customer loyalty by offering updates through service messages.

33. Help in new acquisitions by increasing existing customer delight.

34. Increase customer awareness about various products being launched at Videocon.

36. Thank You! Questions & Answers