About marketing objects

Marketing objects are the work products a team develops and reuses in the course of marketing activities. A marketing object can represent either a physical item, such as a letter, credit card, or banner ad, or business component, such as a credit card offer, a target segment definition, or a rewards program definition.

Unica Marketing Operations organizes marketing objects by type. You must define a marketing object type for each kind of physical item or business component you want to use. Given the marketing object examples listed earlier, you could create the following marketing object types.

letter

credit card

banner ad

credit card offer

target segment definition

rewards program definition

You create one or more templates for each marketing object type. For example, you could create separate letter templates for different kinds of letters. Each template can be used multiple times to create different instances of that kind of letter.

The following diagram displays the representation of marketing objects within Unica Marketing Operations, and how the components relate to one another: