Analytical Queries
You can use MaxAI to make Analytical Queries related to Unica products. Please note that the analytical queries are supported only for the Unica products and specific analytics listed in this topic.
Analytics for Campaign
- Campaign Overview: Provides high-level information to identify, track, and understand the lifecycle of a campaign.
- Audience Details: Describes how customers are selected and grouped within the campaign.
- Contact and Delivery Results: Measures how effectively campaign communications were delivered.
- Customer Engagement: Tracks how customers interact with campaign communications.
- Customer Responses: Captures customer actions attributed to the campaign.
- Timing and Behavioral Insights: Analyzes when customers are most responsive.
- Offers and Products Used: Describes the commercial content used in the campaign.
- Cost and Financial Insights: Provides visibility into campaign spending and incentives.
| Campaign Name and Identifier | The campaign name is a user-defined, descriptive
label used for business reference and readability.(available on the
campaign creation page). Ensure that you do not use the following invalid characters (%?|:,<>&\/"+$)* under the Campaign name attribute value. These special characters are not supported for the Campaign Name field. The campaign identifier is a system-generated, unique internal ID or Campaign Code which is automatically assigned by Unica Campaign at the time of campaign creation. This identifier is used internally by the system to uniquely track the campaign across flowcharts, contact history, response history, offers, logs, and analytics reports. |
| Business Objective and Initiative | Describes the purpose of the campaign and the
broader business initiative or program it supports, such as customer
acquisition, retention, or cross-sell. One of the first things you do in the Unica Campaign is to create a marketing campaign to identify your objective. Each campaign is defined by its business objective, initiative, and effective date range. |
| Current Campaign Status | Indicates the operational state of the campaign:
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| Campaign Start Date, End Date, and Creation Date | Shows when the campaign was created in the system, when execution begins, and when execution ends or is scheduled to end.(all details available on the Campaign summary page) |
| Total Number of Customers Selected for the Campaign | The total number of customers identified as eligible based on selection and segmentation rules defined in campaign flowcharts. |
| Number of Customers in the Target Group | Customers who are selected to receive campaign communications and offers in the contact process. |
| Number of Customers in the Control Group | A subset of eligible customers who are intentionally
excluded from receiving communications, used to measure campaign
effectiveness through comparison. Controls are applied at the cell level. Cells that contain IDs which you purposely exclude for analysis purposes are called control cells. When you assign offers to cells, either in a contact process in a flowchart or in a target cell spreadsheet (TCS), you can optionally specify one control cell for each target cell. |
| Total Number of Customers Who Were Contacted | The number of customers from the target group who actually received communications after applying suppressions, contact policies, and execution rules. |
| Total Number of Contact Attempts | The total number of communication attempts made across all configured channels. |
| Number of Contacts Successfully Delivered | The number of messages successfully delivered by the delivery channels. |
| Delivery Success Rate | The percentage of successfully delivered messages out of total contact attempts. |
| Number of Failed Delivery Attempts | Messages that failed to reach customers due to technical, data, or channel-related issues. |
| Delivery Failure Rate | The percentage of failed delivery attempts relative to total contact attempts. |
| Number of Bounced Messages | Messages rejected by the delivery channel, such as emails sent to invalid addresses. |
| Bounce Rate | The percentage of bounced messages relative to total delivery attempts. |
| Total Number of Message Opens | The total number of times campaign messages were opened. |
| Total Number of Clicks | The total number of clicks on links within campaign messages. |
| Open Rate | The percentage of delivered messages that were opened. |
| Click-Through Rate (CTR) | The percentage of delivered or opened messages that resulted in a click. |
| Overall Engagement Rate | A consolidated measure of customer interactions such as opens, clicks, and other engagement actions. |
| Channel-Specific Engagement | Engagement metrics broken down by channel, including Email, SMS, Push Notifications, WhatsApp, and RCS. |
| Total Number of Responses Received | The total number of responses recorded for the campaign. We can verify this in the Campaign Analytics reports and in the Response history table. |
| Number of Unique Customers Who Responded | The number of distinct customers who responded at least once. We can verify this in the Campaign Analytics reports and in the Response history tables. |
| Overall Response Rate | The percentage of contacted customers who generated a response. |
| Day of the Week with the Highest Number of Contacts | Identifies the weekday on which the most campaign communications were sent. |
| Day of the Week with the Highest Number of Responses | Identifies the weekday that generated the highest customer responses. |
| Time of Day with the Highest Customer Engagement | Highlights the time period during which customer engagement was highest. |
| Number of Offers Used in the Campaign | The total count of distinct offers assigned to customers. |
| Details of the Offers Presented to Customers | Information such as offer name, type, version, and eligibility rules. |
| Products Associated with the Offers | The products or services promoted through the campaign offers. |
| Total Cost of Running the Campaign (Campaign fixed cost) | The overall cost incurred to execute the campaign (available on the campaign creation page). |
| Marketing Execution Costs | Costs related to communication channels, infrastructure, and operational activities. |
| Product-Related Costs | Costs associated with the promoted products or services. |
| Discounts Offered to Customers | The total value of discounts or incentives provided as part of the campaign. |
Note:
- Some insights are available only after the campaign flowcharts are executed.
- Engagement and response metrics depend on data received from delivery channels.
- Accurate reporting requires campaigns, flowcharts, process boxes, offers, and response tracking to be properly configured and successfully executed.
Analytics for Centralized Offer Management / Offer Central
| Performance Insights |
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| Financial Insights |
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Analytics for Deliver
Provides insights into messages sent to customers, delivery outcomes, and customer
interactions across multiple channels including Email, SMS, Push Notifications, and
WhatsApp.
| Campaign and Mailing Information: This section captures key details of each mailing, including its unique identifier, associated campaign, communication channel (Email, SMS, Push, WhatsApp), and the creation and execution dates, providing a clear overview for tracking and management. |
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| Recipient and Delivery Statistics: These metrics provide insights into recipient reach and delivery performance by summarizing sent messages, successful and failed deliveries, delivery success and failure rates, and email bounce counts. |
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| Deliver Analytics Information Available in Max AI |
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| Channel-specific Delivery Metrics: These metrics track delivery performance for each communication channel, showing sent versus delivered counts and enabling comparison of effectiveness across Email, SMS, Push, and WhatsApp. |
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| Customer Interaction Insights: These metrics provide insights into customer engagement by tracking message opens, link clicks, open and click-through rates, overall engagement, and channel-wise interaction performance. |
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| Link and Landing Page Analytics: These metrics help analyze the effectiveness of links and landing pages by tracking total and unique link clicks, landing page visits, and audience-specific interactions. |
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| Customer Feedback and Responses: These metrics provide insights into customer feedback by tracking total and unique responses, response rates, and channel-wise distribution of replies. |
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| A/B Testing Insights: These metrics help evaluate A/B testing results by tracking the number of versions tested, messages sent per version, engagement and response metrics, and identifying the best-performing (winning) version. |
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| Timing and Behavioral Patterns: These metrics reveal timing and behavioral trends by identifying peak delivery days, highest engagement periods, response patterns, and optimal times for message opens and clicks. |
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| User Guidance and Notes: This section provides guidance on interpreting the data, noting that some insights are available only after delivery, engagement and response metrics depend on channel data, and accurate reporting or A/B testing results require proper configuration and feature activation. |
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Analytics for Journey
| Journey status and creation and modification dates: These fields help track the lifecycle status of the Journey and its changes over time. |
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| Entry Source: An Entry Source is the origin from which data is provided into a Journey. |
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| Data Definitions: Data Definitions in Unica Journey are the schema of your data that define the format of data coming into the Journey. |
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| Journey Channel Performance (Push, Email, SMS, WhatsApp): Allows marketers to evaluate the effectiveness of different channels used in customer journeys by analyzing delivery, engagement, and response metrics across those channels. |
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| Accepted and Rejected counts: In Unica Journey, the Accepted count represents the number of contacts from various Entry Sources that were accepted as valid data on which actions are taken. The Rejected count represents the number of contacts from Entry Sources that were rejected due to ingestion failures such as invalid field values or missing required fields. |
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| Folders: In Unica Journey, a folder is a container that holds all the artifacts you create, such as Journeys, Entry Sources, and Data Definitions. |
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| Journey Goals: A goal in a Journey is a target or objective that you set to measure the success or progress of the Journey. |
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| Journey Milestones: Milestones in a Journey helps in evaluating marketing goals by defining specific conditions that the audience must meet. |
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Analytics for Real Time Personalization
| Domain Performance |
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| Webpages Performance |
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| Personalization Point Performance |
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| RTP - Statistics (Active Domains/Pages/PP count) |
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