10 Steps to Enhance Campaign Reach: Integrating Top-Up Techniques with Advanced Merge Processes in Unica Campaign
10 Steps to Enhance Campaign Reach: Integrating Top-Up Techniques with Advanced Merge Processes in
Unica Campaign
In the dynamic landscape of digital marketing, reaching every potential customer is key to campaign success. The spotlight today falls on innovative strategies that push beyond traditional approaches by highlighting advanced top-up techniques using the Merge process box within a Unica Campaign flowchart. This innovative strategy is designed to enhance your targeting efforts, ensuring you not only meet but surpass your campaign goals.
The art of refining a target audience in a Unica Campaign involves strategic adjustments to incorporate more eligible customers into our campaign’s reach. This practice, known as “top-up,” is particularly crucial when initial targeting and exclusions fail to meet our desired audience size, such as in scenarios requiring a specific number of participants for a survey or an offer.
Imagine targeting customers aged 18 to 32 who have recently purchased a laptop from our site, with a tempting offer of a 20% discount on a Mouse & Keyboard bundle. Our aim is to engage 120,000 customers. However, after our targeting criteria and exclusions are applied, we find ourselves with only 95,000 suitable customers. The solution? A strategic top-up with an additional 25,000 customers who have shown interest by browsing our site and abandoning their cart in the past month.
The conventional method would involve a blend of Segment, Select, or Merge process boxes, alongside Raw SQL queries, to ensure a unique blend of original and top-up audiences. The Merge process box becomes a centerpiece in this strategy by allowing us to precisely define which input cells to merge and which to exclude, enabling the targeted inclusion or exclusion of customer segments in the subsequent stages of our campaign. This method is ideal for suppressing segments like “opt-out” customers who prefer not to receive marketing materials.
Moving forward with the advanced settings of the Merge process box offers us further refinement in managing exclusivity and top-up:
Step 1:
Drop a Merge process box and connect the original target audience and the top up audience.
Step 2:
Exclude the original target audience from the merge box; this would ensure that none of the same customers in the original targeted audience is recaptured through the pop up since there might be overlap.
Step 3:
Click on the Cell Size limit tab in the Merge process box.
Step 4:
Under the “Specify output cell size limitation” select “Limit output cell size to” and put in your desired final count, in this case, 120K.
Step 5:
Check the “Limit output cell size based in sizes of input cells”.
Step 6:
From the drop-down menu, select Maximum size (Above) minus sum of all checked cells; this will make sure all customers from our original targeted audience are selected first before adding any additional records for top up.
Step 7:
Select the original targeted audience from the cell name list.
Step 8:
Click ok.
Step 9:
After running the flowchart, you will see that the additional 25K customers have been selected from the TopUp population considering the mutual exclusivity with the original audience.
Step 10:
Now its time to Merge the original audience with the Top Up audience to make up our final targeted audience which in this case is 120K customers.
This sequence of steps exemplifies how advanced manipulations in the Merge process box can bridge the gap to our target audience size, thereby enhancing the efficacy and reach of our marketing campaigns.
Adopting advanced top-up techniques within the Merge process box of Unica Campaign not only streamlines your targeting process but ensures your campaigns achieve their intended impact and reach. By leveraging innovative tools and strategies, marketers can navigate the complexities of digital marketing with precision and efficiency.
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