A Beginner’s Guideto Designing an IBM Campaign

Designed by Xerago

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

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.

Benefits of IBM Campaign

IBMCampaign

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Reduced campaign cycle time and increased campaign volume

Reduced costs of marketing campaigns

Improved response rates and business results by increasing the precision of campaigntargeting

Deepens customer relationships, loyalty and lifetime value

Enables cross-channel marketing through centralized decision making

Now, let’s look at how you can roll out an IBM campaignFinalization of Business requirements1

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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

Now, let’s look at how you can roll out an IBM campaignFinalization of Business requirements1

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Selection of data sourcesSelection of CustomersDe-Dupe

DNC Suppression and Second Level FilterMacros & Custom MacrosDerived Fields SegmentationSamplingOffer Creation Contact Process

The business requirements have to be finalized: Customers to be

targeted,

Customer segments tobe classified

Offer to be released to these individuals.

Now, let’s look at how you can roll out an IBM campaignFinalization of Business requirements1

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Selection of data sources

Selection of CustomersDe-Dupe

DNC Suppression and Second Level FilterMacros & Custom MacrosDerived Fields SegmentationSamplingOffer Creation Contact Process

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

Now, let’s look at how you can roll out an IBM campaignFinalization of Business requirements1

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Selection of data sourcesSelection of Customers

De-DupeDNC Suppression and Second Level FilterMacros & Custom MacrosDerived Fields SegmentationSamplingOffer Creation Contact Process

This the first level of filter applied to the data.

This process involves selection of customers who qualify for the campaign - in line with your business requirements.

Now, let’s look at how you can roll out an IBM campaignFinalization of Business requirements1

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Selection of data sourcesSelection of CustomersDe-Dupe

DNC Suppression and Second Level FilterMacros & Custom MacrosDerived Fields SegmentationSamplingOffer Creation Contact Process

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.

Now, let’s look at how you can roll out an IBM campaignFinalization of Business requirements1

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Selection of data sourcesSelection of CustomersDe-Dupe

DNC Suppression and Second Level Filter

Macros & Custom MacrosDerived Fields SegmentationSamplingOffer Creation Contact Process

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.

Now, let’s look at how you can roll out an IBM campaignFinalization of Business requirements1

23456

7891011

Selection of data sourcesSelection of CustomersDe-Dupe

DNC Suppression and Second Level FilterMacros & Custom Macros

Derived Fields SegmentationSamplingOffer Creation Contact Process

Macros are inbuilt functions which can be used as is - or combined to achieve tailor made functions which derive statistical and mathematical 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.

Now, let’s look at how you can roll out an IBM campaignFinalization of Business requirements1

234567

891011

Selection of data sourcesSelection of CustomersDe-Dupe

DNC Suppression and Second Level FilterMacros & Custom Macros

Derived Fields

SegmentationSamplingOffer Creation Contact Process

This phase deals with the creation of derived fields.

These derived fields combine pre-existing data (fields) and data manipulation operations 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.

Now, let’s look at how you can roll out an IBM campaignFinalization of Business requirements1

2345678

91011

Selection of data sourcesSelection of CustomersDe-Dupe

DNC Suppression and Second Level FilterMacros & Custom MacrosDerived Fields

Segmentation

SamplingOffer Creation Contact Process

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

Geographic:

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

Economic:

The average balance maintained by the customer, average spending done by a customer during a particular time period or at a particular outlet etc.

Loyalty:

This pertains to whether the customer already owns certain other products, like a fixed deposit or credit card or a loan etc. or a combination of them.

Channel:

We can segment people based on the preferred channel to be used to contact them.

Miscellaneous demographics:

These include age, marital status etc. based on the depth of the data maintained about the customer.

Now, let’s look at how you can roll out an IBM campaignFinalization of Business requirements1

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1011

Selection of data sourcesSelection of CustomersDe-Dupe

DNC Suppression and Second Level FilterMacros & Custom MacrosDerived Fields SegmentationSampling

Offer Creation Contact Process

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.

Now, let’s look at how you can roll out an IBM campaignFinalization of Business requirements1

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Selection of data sourcesSelection of CustomersDe-Dupe

DNC Suppression and Second Level FilterMacros & Custom MacrosDerived Fields SegmentationSampling

Offer Creation

Contact Process

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.

Now, let’s look at how you can roll out an IBM campaignFinalization of Business requirements1

234567891011

Selection of data sourcesSelection of CustomersDe-Dupe

DNC Suppression and Second Level FilterMacros & Custom MacrosDerived Fields SegmentationSamplingOffer Creation

Contact Process

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.

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.

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