Optimize sessions

An Optimize session works at a single audience level, for example, customer, household, and account audience levels. If your company uses IBM® Unica® Campaign to communicate with contacts at different audience levels, you must create an Optimize session for each audience level that you want to optimize.

You might choose to create smaller Optimize sessions for particular types of campaigns, for a particular branch or division of your company, for example. You might use Optimize to optimize within a single campaign by:

An Optimize session contains the rules and constraints to apply. It can also contain scores to use for each proposed transaction. Scores represent the value of a proposed transaction. Scores can either be:

Having individual scores (for example, generated by a predictive model) for each proposed transaction is more likely to yield better optimization results. However, if granular scores are not available, the Score matrix allows you to enter scores based on the following values:

This matrix provides the means to rank offers for a particular segment, but there is no distinction among individual recipients within the same strategic segment. That is, everyone in the same segment getting offer X has the same score Y.

Each Campaign flowchart participating in an Optimize session submits its proposed contacts for optimization using the Optimize process. The Optimize process specifies to which optimization session it writes its proposed contacts. An Optimize session can receive proposed contacts from multiple campaigns. Campaign flowcharts determine the eligibility criteria for receiving offers and assign those offers as possible communications to the recipients. Optimize considers all possible contacts to a recipient, including those contacts made from other campaigns, and including the contact history of the recipient. Optimize then applies the rules and constraints in the Optimize session to identify the best set of offers to send to that individual.

When the campaign administrators run the Campaign flowcharts, they populate the Proposed Contacts Table (PCT) for your Optimize session. Then you can run your Optimize session. The Optimize session then applies the rules you created to optimize the proposed contacts it received from Campaign. The rules exclude a subset of the proposed contacts to form the optimized contact list that you can use in Campaign marketing campaigns.