Contact Optimization considers not just the local data available within a single campaign, but data across multiple campaigns, taking into account business constraints at a much higher level (for example, outbound call center capacity). In other words,
Contact Optimization helps you maximize your marketing across your entire business, not just for a single campaign or offer. Since
Contact Optimization works across campaigns, you can prevent customers from being over-contacted. Preventing contact fatigue lowers the probability that those valuable customers opt-out from further communications or dispose of your communication without reading it. Starting with a larger initial selection expands your opportunities to reach previously under-resourced segments of your customer base. At the same time, the larger selection maximizes overall optimality within your business constraints.
You configure Campaign to select targets for your marketing campaign from your customer data. This selection process can be simple, for example:
With Contact Optimization, you create a set of constraints or rules that address all three of these situations to determine the best candidates for each across the whole of your customer pool. Using the Max # of Packages rule, you can limit the number of offers a customer receives. Using the Never A with B rule, you can enforce that no one receiving the invitation-only sales event offer receives any coupons. Each marketer determines a score for each offer.
Contact Optimization optimizes the contacts, providing the surviving list of contacts that satisfy the specified rules and constraints. The marketers then extract the contacts for their offer and complete their campaigns, each campaign reaching out to the globally optimized set of best customers.