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User Guide
Unica Optimize provides documentation and help for users, administrators, and developers.
Generate a list of proposed contacts
The optimization process involves generating a list of proposed contacts in Unica Campaign and sending these contacts to Unica Optimize to produce optimized contacts.
Configure the Optimize process
The Optimize process is where you define what information is sent to the optimization session, including which cells, which offers, and which scores.
The Optimize process Parameters tab
Use the Parameters tab to work with parameterized offer attributes.
Optimize process Parameters tab reference
The Parameters tab requires the following information.

User Guide
Unica Optimize provides documentation and help for users, administrators, and developers.
- About Unica Optimize
  Unica Optimize is a web-based extension of Unica Campaign that allows you to determine the optimal contact strategy for each customer. You can optimize over time, looking across the proposed offers and channels across multiple marketing campaigns.
- Getting started with Unica Optimize
  Unica Optimize can optimize your marketing campaign and improve response from customers, but only if you know what you want to optimize. You need a plan, the data to support the plan, and an implementation method.
- Unica Optimize sessions
  A Unica Optimize session is a combination of rules and scores that apply to a set of proposed contacts.
- Optimization rules
  Unica Optimize uses the rules and scores you define in your Unica Optimize session to mathematically determine the best combination of final contacts you use across your marketing campaigns.
- Setting up scores
  You use scores in Unica Optimize to rank possible offers for each customer using a patent-pending optimization algorithm. The higher the score you assign to a contact, the more desirable you are making that contact. Unica Optimize maximizes the sum of scores in the OCT.
- Generate a list of proposed contacts
  The optimization process involves generating a list of proposed contacts in Unica Campaign and sending these contacts to Unica Optimize to produce optimized contacts.
  - Create a flowchart with an Optimize process
    When you create a flowchart to generate proposed contacts for optimization, you must include a data manipulation process and an Optimize process.
  - Configure the Optimize process
    The Optimize process is where you define what information is sent to the optimization session, including which cells, which offers, and which scores.
    - The Optimize process Assignment tab
      Assign the cells, date, and offers for the Optimize process.
    - The Optimize process Parameters tab
      Use the Parameters tab to work with parameterized offer attributes.
      - Selecting the cells for which you want to specify parameterized offer attribute values
        After you assign offers to each input cell, you can specify the value to use for any parameterized attributes of those offers.
      - Assigning values to parameterized offer attributes
        The parameterized offer attributes for each offer are listed on a separate line on the Parameters tab. You can specify a different value for each parameterized attribute.
      - Optimize process Parameters tab reference
        The Parameters tab requires the following information.
    - The Optimize process Optimize tab
      On the Optimize tab, you specify which Unica Optimize session you send the proposed contacts to when you run the flowchart and map any unmapped PCT fields.
    - The Optimize process Score tab
      The Score tab in the Optimize process allows you to populate the ScorePerOffer field in your proposed contacts table (PCT) with different scores for offer and cell combinations.
  - Run the flowchart
    After you configure the Optimize process, you can perform a production run of the flowchart in Unica Campaign to populate the PCT.
  - Perform a test run of your Unica Optimize session
    You can tune your Unica Optimize session before a production run by performing a test run.
  - Perform a production run of the Optimize session
    After the campaign managers run all the flowcharts that are configured to generate contact and offer information for a particular Unica Optimize session, you can run that Unica Optimize session.
- Use optimized contacts in marketing campaigns
  After you optimize the proposed contacts, you must retrieve the optimized contacts from Unica Optimize to send marketing communications to these contacts.
- Viewing Reports
  For each production run or test run, Unica Optimize generates a number of reports. These reports help you understand what happened during the optimization process by providing analyses pre- and post-optimization.
- Administering Unica Optimize
  There are many aspects of Unica Optimize you can configure to improve performance.
- Unica Optimize configuration properties
  This section describes the Unica Optimize configuration properties that are found on the Configuration page.

Optimize process Parameters tab reference

The Parameters tab requires the following information.

Table 1. Optimize process Parameters tab reference
A two-column table describing the data that is required for the Optimize process Parameters tab.
Field	Description
For cells	Select one or more input cells.
Offer	Lists the names of the offers that contain the parameterized offer attributes.
Parameter name	Lists the names of the parameterized offer attributes.
Assigned value	Enter values for the parameterized offer attributes, or select a database field or derived field that automatically generates a value when you run the Unica Optimize session.
Derived field	Create a variable for querying, segmentation, sorting, calculations, or output to a table. Derived fields are new variables that do not exist in a data source and are created from one or more existing fields, even across different data sources. For more information about derived fields, see the Unica Campaign User's Guide.

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