Setting up scores

You use scores in IBM® 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. Optimize maximizes the sum of scores in the OCT.

Scores are numeric values that you provide. A higher score represents a more desirable contact. If Optimize must choose one offer over another to use in a campaign, it can select the offer with the higher score.

Scoring defines your key marketing objectives. Virtually any marketing objective (potential value, revenue, profit, exposure, probability of response) can be used in the optimization.

During optimization, Optimize maximizes the sum of scores of the surviving or optimized contacts, based on the optimization rules and constraints.

You can set up scores in Optimize using one of the following methods:

Pass scores into Optimize using a score field. Use the score field when you want Optimize to assign one score per contact automatically from a field in the database.

Manually enter scores using the score matrix. Use the score matrix when you want to rank offers relative to each strategic segment.

Scores can be positive, negative, integer, or decimal. Scores should be greater than or equal to 1 or less than or equal to -1. If you use negative scores, contacts with a negative score are used to fulfill minimum requirements only.

Your range of scores must be within 100,000 of each other. For example, your scores can range from 1 to 99,999 or from -50,000 to 50,000. If your range of scores is greater than 100,000, Optimize might violate capacity rules.

Configure an optimization session to use a score field from the PCT

To configure Optimize to use a score field from the PCT

Manually enter scores using the score matrix