Campaign 360 - Using Unified Campaign Analytics
What Is Campaign 360?
Campaign 360 is the canonical analytics view of each campaign, built on the CDM. Campaign 360 is the primary view used today for campaign analysis, reporting, and optimization.
It provides a single, standardized view of campaign performance, independent of execution channel (Email, SMS, Push, WhatsApp, etc.) and Source system (campaign tools, marketing platforms)
Key characteristics:
- One row per campaign (with supporting detail where required)
- Clear objectives and lifecycle visibility
- Contact, delivery, engagement, and response metrics
- Cost, discount, and product context for ROI analysis
Why Campaign 360 Exists
Without a canonical campaign view, organizations typically face:
- Different definitions of metrics across channels
- Siloed reports from multiple tools
- Difficulty comparing campaigns fairly
- Limited visibility into ROI and effectiveness
Campaign 360 solves this by ensuring all campaigns are measured using the same structure and definitions.
Campaign 360 Attribute List
For Campaign 360 attribute list , refer 360_Attributes.
How Campaign 360 Is Used
Campaign 360 is currently used for:
- Performance reporting and benchmarking across campaigns
- Control vs target analysis to measure uplift
- Offer and channel optimization
- Input to MaxAI analytics for insights and recommendations
What’s Planned Next
The items listed below represent planned enhancements and are subject to the HCL Unica product roadmap. Contact your HCL account team for roadmap enquiries.
- Deeper linkage between campaigns and customer journeys
- AI-driven recommendations for best offer
- Improved multi-touch ROI attribution
- Automated feedback loops into campaign planning