Adobe Experience Manager and Unica Campaign: Customer Focus Epitomized

Adobe Experience Manager and Unica Campaign: Customer Focus Epitomized

Integrating AEM with Unica Campaign for Personalized Omnichannel Marketing

Having worked in conjunction with Unica since 2005, our consultants at Munvo have specialized in a variety of projects involving Unica Campaign. What began as software implementation, upgrade services, and management, eventually led to the development of several complex and sophisticated initiatives – many of which have been predicated on the integration of Unica Campaign and Adobe Experience Manager (AEM).

In our clients’ pursuit of creating more innovative omnichannel content, it is no surprise that we’ve turned to, and so capitalized on, the integration of Unica and AEM. Over 90% of online shoppers agree that visually engaging experiences are the most influential factors driving purchase decisions. In response to this demand, the combination of Unica Campaign and Adobe Experience Manager ensures that brands and businesses stay connected to their customers through deeply dynamic interactions.

This AEM integration has consistently served to deliver digital experiences that can be tailored for consumers across all industries – from retail and banking to telco and travel. Ultimately, its capacity for personalization, adaptability, and detailed analysis has prompted Munvo’s deployment of contextualized campaigns that are immersive, relevant, and always compelling.

So how can your business harness Adobe AEM and Unica Campaign for content-driven marketing?

While Munvo’s experience with Unica extends to all modules of the marketing solutions suite, its integration with AEM is highly effective for streamlining marketing processes. Of course, Unica can be combined with a number of content managers, but its integration with AEM is particularly fitting. Not only does AEM work well with Campaign, its compatibility extends to both Interact and Plan. It is this convenience and flexibility that allows users to quickly adapt their content based on various consumer needs and contexts.

More specifically, Unica can consistently target the ideal audience across all channels. AEM, meanwhile, provides creative and visual content for more compelling interactions designed around customer profile attributes. Marketers will then be able to do randomized A/B testing to compare the audience’s receptivity to distinct marketing materials (i.e. contrasting supporting visuals). Through diverse personalization features, you can put together thorough and timely digital assets that will actually resonate with the right audiences.

The integration between Unica Campaign and AEM also prompts you to connect with consumers in real time, based on their exact place within the current customer journey. This can provide insight on potential buyers so that your team is able to strategize and further direct the conversation.

Seeing as performance is measured while the engagement occurs, you’ll be notified when any sort of immediate action is required. This heightened system of surveillance and error prevention gives your creative and marketing departments the control and agility to actively manage customer experiences, without having to rely on IT intervention to make specific changes. In other words, it allows them to resolve and respond to end-user issues, inquiries, and requests directly, instead of seeking out external sources of support.

It’s time to rethink the way that content reaches and engages its recipients. For a reliable marketing ecosystem that is well-maintained and up to date, you’ll want to deploy interactive digital campaigns efficiently and at scale. Almost 15 years and 200 projects later, our consultants at Munvo can now fully attest to the power and performance of Unica Campaign when paired with AEM.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Adobe Experience Manager and Adobe Campaign: An Integration to Remember

Adobe Experience Manager and Adobe Campaign: An Integration to Remember

Discover How Integrating AEM with Adobe Campaign can Enhance your Omni-Channel Marketing Practice

As an Adobe partner, we at Munvo recognize that content creation lies at the core of any productive marketing strategy, activity, or cross-channel initiative. While businesses often use their campaign management applications separately from content management tools, a simple integration between Adobe Experience Manager (AEM) and Adobe Campaign can substantially improve their overarching marketing operations. In fact, this combination of Adobe products can help your company deploy consistent and highly personalized omni-channel experiences tailored and targeted to consumers across all industries. It’s no wonder that Adobe once likened AEM and Adobe Campaign’s compatibility to mixing chocolate with peanut butter.

In light of Adobe’s adaptable technologies, this article will draw from Munvo’s Adobe expertise to highlight the different ways that you can use Adobe Experience Manager with Adobe Campaign to better streamline content creation processes and accelerate campaign time to market.

Find out How Adobe AEM and Adobe Campaign Integrations Can Improve your Marketing Operations:

Maintain Consistent Practices

Time and time again, we have seen Munvo’s clients benefit from the integration of Adobe Experience Manager and Adobe Campaign. Underlying this success remains the capacity to create, deploy, and manage content that is both clear and consistent. By leveraging AEM’s email templates and drag-and-drop capabilities, in conjunction with Adobe Campaign’s personalization variables, you can optimize your marketing practice to create compelling email journeys. This integration serves to help your business capitalize on easy wins through the real-time synchronization of various Adobe tools and applications, such as advanced data and charting through AEM Forms’ Interactive Communications.

Keep Customers Interested through Personalized Digital Experiences

It’s no secret that real-time personalization is crucial for getting contemporary consumers to pay attention to – let alone engage with – your business’ marketing materials. In the ongoing pursuit of effective customer relevancy, marketers are under increasing pressure to manage an unprecedented volume of complex campaigns, each with a wide range of personalization options.

By combining Adobe tools, you can facilitate the deployment of advanced omnichannel experiences at scale. Not only does this interactive use of AEM and Adobe Campaign give users access to new personalization features that would otherwise be unavailable, together they can guide marketers to keep up with the ever-changing landscape of real-time personalization.

Deploy Campaigns Quickly and Efficiently

We’ve all heard the saying “time is money,” as well as the more assertive marketing mantra “to create three times the amount of content in twice less the amount of time.” An integration between Adobe Experience Manager and Adobe Campaign can increase the velocity of just about any campaign’s time to market. By harnessing the Digital Asset Manager tool from AEM to host image/video assets from Adobe Campaign, you can take advantage of flexible drag-and-drop functionalities. In particular, the combination of AEM’s Digital Asset Manager with Adobe Campaign prompts the use and creation of templates that lock in the structure of your email, and so, better enable their drag-and-drop capabilities.

You can also utilize the powerful publishing and approval workflows to augment delivery time. These workflows in AEM ensure that content is fully approved before it gets pushed out to customers. In other words, you’ll have the capacity to deliver approved messages first authored in AEM directly via Adobe Campaign. By integrating the two, you can optimize the process of developing and disseminating [1]

Take Preventative Measures to Avoid Potential Errors

It’s time to minimize your manual mistakes. The rate and reoccurrence of human error is entirely manageable thanks to Adobe Experience Manager’s integration with Adobe Campaign. With AEM’s integration, you’ll have access to all the Adobe Campaign tools, assets, and pre-built templates necessary to compose personalized email messages without discrepancies. User data is, essentially, pre-populated to facilitate form submission, so that you and your creative team won’t actually need to learn how to use Adobe Campaign to develop highly personalized emails.

Thanks to the AEM and AC integration, businesses have reported a substantial drop in errors from 3-10 per week (approx. 16 hours of weekly reconciliation and rebuild time) to only 1 error every two weeks (less than 1.5 weekly hours to recuperate and rectify issues).[2] After all, error prevention is the key to expediting effective marketing materials to consumers.

Deliberate and Divide Tasks for Strategic Teamwork

Although collaborative campaigns can get chaotic due to versioning, quality control, and operational task division, the integration of Adobe Experience Manager and Adobe Campaign enables colleagues to work together in perfect harmony. Your creative and marketing teams will be equipped to consolidate data from different systems, and ultimately, unify and personalize your company’s website, emails, and marketing materials. This integration then allows for efficient metadata storage, handle versioning, and image resizing in response to various devices. It also simplifies the process of transferring content directly from Adobe Campaign to AEM without a hassle, while reusing AEM assets without the necessity of copying files from one system to another.

Next Steps

In the MarTech industry, we all want to work rapidly, save time, and increase productivity. These objectives are now increasingly attainable thanks to interactive capabilities of Adobe Experience Manager and Adobe Campaign.

Since 2013, Munvo’s 50+ Adobe certified experts have provided extensive services in streamlining content creation and accelerating campaign time to market, all while eliminating technology silos and complex data flows. AEM’s intuitive content creation and management capabilities are especially powerful when paired with Adobe Campaign’s propensity for refined reporting, measurement, and development. By embracing adaptable functionality enhancements within the Adobe Experience Cloud, you can fully amplify your business’s marketing initiatives.

References

[1] Note that these numbers refer to the experiences of our clients, reported internally at Munvo, 2018-2019.

[2] Ibid, 2018-2019.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

The SAS Global Forum Recap: 3 Key Takeaways

The SAS Global Forum Recap: 3 Key Takeaways

Get the Munvo Team’s Firsthand Account of the 2019 SAS Global Forum

We’re back! The Munvo team has returned from yet another immersive tech conference – this time, the 2019 SAS Global Forum held in Dallas, Texas. As we look back at all the events that have transpired over the course of this year’s gala, we reflect on just how aptly the forum fulfilled its theme, Analytics in Action.

From April 28-May 1, team members from Munvo’s Canadian and American offices explored the world of SAS; its products, services, and most recent MarTech innovations. During this time, we chose from a variety of over 700 scheduled sessions and dynamic workshops to attend. With more than 5000 participants, including leaders from global brands and trusted SAS partners, the 2019 Global Forum proved that everything really is bigger in Texas!

Discover Munvo’s 3 Main Takeaways from the 2019 SAS Global Forum:

The ‘Power of the Partner’ Rings True

The SAS Partner Forum on April 28 is where the Munvo team most effectively learned how to engage and build on our profound role as a SAS Focus Partner. This exclusive event is the only one of its kind that highlights how global brands can gain even more value from their respective SAS partnerships and collaborations. Speakers from various organizations shared their executive insights and expertise on a wide range of subjects pertinent to us. Munvo’s specialization in Customer Intelligence (CI) products – Customer Intelligence 360 (CI 360), Marketing Automation (MA), Real-Time Decision Management (RTDM)®, Marketing Optimization (MO)®, and the marketing operations management tool, CI 360 Plan – led us to examine the evolving Customer Intelligence hybrid architecture, as well as to discuss new product features with the Development and Product Management teams over at SAS

David Franklin, the keynote speaker and founder/CEO of Cloud Co-Op, drew from his 20+ years of experience in tech to emphasize the necessity of solid governance, growth, and implementation strategies with SAS. Not only did he attest to the crucial development of strong partner-to-partner relationships, he explained how fortifying these collaborative dynamics can lead to the expansion of your customer base.

During his presentation, Franklin also took some time to discuss his VETS2CLOUD Apprenticeship program, which provides veterans with real-world paid business experience through direct coaching within the industry. Conference attendees were similarly encouraged to learn about SAS’s Data for Good initiative, which capitalizes on the power of analytics to help solve humanitarian crises internationally.

As official sponsors of Swab the World – an organization dedicated to diversifying blood cell donors – we at Munvo understand the importance of giving back to our community, which is why the philanthropic message of the 2019 SAS Forum resonated with us so strongly. In fact, we were able to see how the Analytics in Action mantra could be applied firsthand through data-driven initiatives that aim to ameliorate people’s everyday lives.

The Takeaway?

While the depth of professional partnerships may vary, it is important to align yourself with causes and corporations that correspond to your core business values. In committing to the cultivation of increasingly meaningful relationships, your organization should always put in the same amount of hard work and dedication that you would like to see reciprocated.

Love to Learn, Long Term

The SAS Global Forum creates learning experiences that intuitively anticipate each attendee’s personal preferences. From classroom-style discussion to hands-on experimentation, the event was well – equipped and ready to accommodate its guests. Our team, naturally, sought to attend as many detailed presentations and workshops as possible. After all, they were conveniently divided into sections of both 20 and 50 minutes, which allowed for flexible conference scheduling.

Customer Intelligence was the central focus of several major presentations. There was even a private session limited to clients and select partners (like Munvo!), meant to unpack strategies for enhanced marketing capabilities. Other sessions we attended include talks on Analytics in AWS and Content Targeting Segmentation with CI360, both of which imparted a wealth of new information to our team.

On the third day of the conference, keynote speaker Reshma Saujani gave a compelling presentation that touched on the themes of learning and diversity in analytics. Along with being a lawyer, author, and TED Speaker, Saujani is the founder and CEO of Girls Who Code – a national non-profit organization aiming to close the gender gap in tech. During her talk, she implored industry leaders to mentor and empower women within an increasingly competitive field, while similarly encouraging more women to step out of their comfort zone, take risks, and embrace new challenges. She even highlighted a few projects from the Girls Who Code initiative that have gone on to achieve international recognition.

In addition, there were interactive ‘how-to’ demos and Super Demo Stations that covered just about any topic imaginable, from analytics and business intelligence to data management, programming, and marketing solutions. The Learning Lab also gave participants the chance to peruse plenty of visual material and tackle free e-learning courses, while the 10-minute SAS Quick Tips were available for those who generally prefer concise subject overviews or best practice summaries. More than this, the SAS Global Forum incorporates a Post-Conference Training program as part of its offerings, in order to extend your conference experience and continue learning beyond the dates of the event. 

The Takeaway?

The SAS Global Forum was organized so that the most prominent data and analytic hot topics were clearly conveyed and communicated – regardless of your professional background or preferred learning style.

Connect and Collaborate with Industry Leaders

This year’s conference provided us with an ideal atmosphere to catch up on the latest trends in data management, alongside some top leaders in the MarTech industry. For this reason, we must reiterate the event’s overarching ambiance to accurately wrap up our SAS Forum Recap.

The schedule and set up were organized so that we could easily meet and connect with new peers. Not only were we welcomed with a Happy Hour celebration upon our arrival, the Quad’s ‘tradeshow’ atmosphere was perfect for mingling with other SAS specialists and sponsors from the beginning to the very end of the Global Forum.

For North and South American visitors specifically, the SAS Cala – or, the Canadian and Latin American Gala – made for an excellent networking opportunity that could potentially lead to new partnerships.

Meanwhile, the Kickback Party on April 30 was, by far, one of the most beloved occasions for socializing. Guests were invited to Gilley’s Dallas, a massive 90 000 square-foot venue, or ‘playground’ for adults to shoot pool, ride a mechanical bull, enjoy live country music, or simply dance the night away.

The Takeaway?

Work and play go hand-in-hand in the world of SAS! The forum’s emphasis on human connection once again reinforces their Analytics in Action mantra.

In light of the information absorbed over our four days at the SAS Global Forum, this Munvo Recap unpacks just a few of the team’s main highlights, insights, and observations. There’s so much more information for us to review and reflect on, in order to continue solidifying our SAS practice. As we look ahead to next year’s event, we’ll be ready to get learning again!

Were You at the 2019 SAS Global Forum and Want to Connect? Contact Us Here!

Fill out the form and one of our representatives will reach out to as soon as possible.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

The Adobe Summit Recap: 3 Key Takeaways

The Adobe Summit Recap: 3 Key Takeaways

Get the Munvo Team’s Firsthand Account of the 2019 Digital Experience Conference

It’s a wrap: the Munvo team has returned from Las Vegas, officially marking the end of yet another impressive Adobe Summit. As discussed in our previous post, this year’s conference promised an experience that would be innovative, informative, and inspiring – and it certainly delivered.

From March 26-28, 10 of us from Munvo Montreal, Toronto, Calgary, and California, inhabited the Venetian in Vegas for a period of proactive learning and networking. During this time, our team chose from a variety of over 300 immersive sessions and workshops to attend. With more than 17,000 participants, including leaders from global brands and trusted Adobe partners, the 2019 Digital Experience Conference proved to be the biggest and most exciting yet. It’s no wonder that 99% of ticket-holders reported that the summit met or even exceeded their expectations. Our colleagues at Munvo fall into that same category, which is why we want to share our Adobe Summit Recap, and ultimately, impart our knowledge of what went down this year.

The Munvo Team at the 2019 Adobe Summit

Munvo’s 3 Main Takeaways from the 2019 Adobe Summit:

Adobe Experience Cloud Keeps Marketers in Mind

Let’s begin our Adobe Summit Recap with a discussion of customer experience. Customer Experience Management (CEM) was an overarching theme at this year’s Digital Experience Conference. The 2017 name change from the Adobe Marketing Cloud (AMC) to the Adobe Experience Cloud (AEC) perhaps most obviously encapsulates this priority. Of course, it also aligns with the brand’s motto. In the words of Adobe CEO, Shantanu Narayen: “People buy experiences. Not products.”

From session to session, the subject of delivering consistent and relevant omni-channel experiences at scale repeatedly came up, as it lies at the centre of Adobe Campaign, a tool designed for the modern-day marketer. The release of the Adobe Experience Cloud platform further simplifies and optimizes the end-to-end process of creating and delivering personalized customer experiences at scale. More than this, it allows for the real-time management of customer profiles enabled by a robust set of digital marketing applications, such as Adobe’s Marketing Cloud, Advertising Cloud, Analytics Cloud, and Commerce Cloud.

Having specialized in marketing consulting for over 14 years, we at Munvo recognize the value of capitalizing on crucial integrations to enhance marketing practices, and by extension, customer engagement. The 2019 Adobe Summit highlighted the inclusion of Marketo and Magento to the Adobe Experience Cloud for this purpose. While Marketo, a worldwide leader in B2B (Business-to-Business) Marketing Automation was added to the Marketing Cloud, Magento instead created its own unique Commerce Cloud. The incorporation of these two applications furthers Adobe’s reach for B2B and E-Commerce marketers across all industries. As such, there was a palpable sense of enthusiasm for both Marketo and Magento throughout the entirety of the Adobe Summit.

The Takeaway?

It’s time to embrace new developments and functionality enhancements within Adobe’s Experience Cloud to take your marketing initiatives to new heights!

Continuous Learning is Key

The next section of our Adobe Summit Recap is devoted to the topic of empathy and company culture, which Shantanu Narayen believes are conductive to innovative marketing practices. During Narayen’s collaborative session with Microsoft CEO Satya Nadella, they outlined their secret to driving business outcomes. According to Nadella, marketers must transition from a ‘know-it-all’ mindset to one that is interested in learning it all, in order to achieve and maintain success.

At Munvo, we similarly believe that ongoing learning is vital for reaching both our short- and long-term goals. With tools such as Munvo’s e-learning platform, EMM School (Enterprise Marketing Management), immersive training events, and enthusiastic support to pursue technology certifications from our partners (Adobe included!), you can see why Nadella’s message resonated so strongly with us.

It is this volition to keep on learning that also led us to embrace the Adobe Experience League, an online program for guided learning to help just about anyone master the Adobe Experience Cloud. After all, the experience league permits its users to review and apply knowledge directly from the Adobe sessions to their own marketing practices.

The Takeaway?

It doesn’t matter whether you’re an amateur or expert user of the Adobe Experience Cloud! Once you walk into the Adobe Summit, you’ll be given an equal opportunity to listen, learn, and contribute to the conversation.

It’s Never Been Easier to Connect and Collaborate with Digital Marketing/Experience Leaders

Our Adobe Summit Recap would not be complete without reiterating Adobe’s attention to the attendees’ overall networking opportunities. This year’s conference provided us with the ideal atmosphere to catch up on the latest trends in customer experience management alongside some top leaders in the MarTech industry. The schedule and set up were organized in a way that made it easy for us to meet new peers and collaborate with independent businesses and Adobe partners alike. There were plenty of occasions to connect with likeminded individuals during the Welcome Reception and Community Mixer – not to mention the Summit Bash where we enjoyed a performance by The Killers. The Community Pavilion was also convenient for engaging with Adobe product experts and other technology providers, whereas the Partner Area was particularly useful for us at Munvo, as a longstanding Adobe partner.

Meanwhile, each hour-long session at this year’s summit concluded with its own specialized Q&A to ensure maximum participation among attendees. It was motivational for us to partake in a larger dialogue and have our voices heard. This also led to plenty of conversation following the sessions, which built a sense of community among attendees to contribute their respective best practices and preferences.

The Takeaway?

Adobe’s emphasis on human connection and personalization is not only limited to their tools and products; it informs and inspires the events that they host, as epitomized by this year’s Digital Experience Conference.

In light of all the information absorbed over our three days at the Adobe sessions, Munvo’s Adobe Summit Recap unpacks just a few of our firsthand highlights, insights, and observations. Naturally, each individual experience at the summit will differ. How much you get out of the annual event chiefly relies on you! If you remain a curious and proactive participant, then you’ll surely be as moved as we were. All in all, the Munvo team is already looking forward to next year’s Digital Experience Conference.

Were You at the 2019 Adobe Summit and Want to Connect? Contact Us Here!

Fill out the form and one of our representatives will reach out to as soon as possible.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Advanced Real-Time Personalization

Advanced Real-Time Personalization

Presented by: Craig Nathan and Jason Kim

Interactions and Insights. Impressions and Engagement.

At Munvo, we recognize the importance of real-time personalization to accelerate and ensure the success of your next marketing campaign. Companies around the world are increasingly turning to Campaign Management Systems (CMS) to amplify customer engagement across all channels. It has never been more crucial to retrieve and examine customer insights, which is why our team at Munvo focuses on the development of omnichannel marketing practices to further benefit your business.

In collaboration with Craig Nathan and Jason Kim from Tangerine, we discuss innovative approaches to personalizing customer interactions through different technolgies, key learnings, and best practices. From collaborative brainstorming, technological testing and experimentation, to enhanced targeting and analytic assessments, this webinar highlights how you can keep up with the ever-changing landscape of advanced personalization.

Presented by:

Craig Nathan

Craig Nathan

Product Owner

Craig is currently the Product Owner of Tangerine’s Insights channel, where he is responsible for delivering real-time communications to Clients. After nearly 20 years in IT, Craig transitioned to the Marketing team to help align their IBM Campaign and Interact solution with the vision of providing engaging communications to Clients.

Jason Kim

Jason Kim

Marketing Customer Relationship Manager

Jason has been a key member of Tangerine’s Marketing Customer Relationship Management team for almost 10 years. Jason’s deep technical knowledge, coupled with strong business acumen, has made him an asset on most Marketing initiatives at Tangerine. On a daily basis, Jason tackles complex Marketing and technology problems that usually involve data analytics, systems integration, and marketing communications.

Watch the Presentation





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Download a copy of the Advanced Real-Time Personalization presentation:

2019 Adobe Summit: 5 Sessions You Won’t Want to Miss

2019 Adobe Summit: 5 Sessions You Won’t Want to Miss

Munvo Unpacks the Most Anticipated Adobe Campaign Sessions at This Year’s Adobe Summit

Adobe Promises an Innovative, Informative, and Inspiring Event

The Adobe Summit is one of the most talked about tech events each year – and the 2019 Digital Experience Conference is no exception. A number of our Munvo consultants (10 of our team members, to be exact!) will be in Las Vegas from March 26-28 for a period of interactive learning, listening, and networking.

An annual tradition, the Adobe Summit is packed with ample A-list presenters who will impart their wisdom, advice, and share inspirational success stories with attendees. In fact, this season’s schedule comprises of more than 300 informative sessions. That’s why we perused the itinerary ahead of time, to narrow down several talks that our Munvo specialists recommend for current and aspiring users of Adobe Campaign.

Take a Look at Munvo’s Top 5 Must-See Sessions at This Year’s Adobe Summit

S114 – Acronym-mageddon! Data Technologies Everywhere!

Speakers:

Dan Raff, Expert, Adobe
Joe Berg, Marketing Manager, 3M

Schedule:

Tuesday, March 26
1:00 PM – 2:00 PM

Get settled in and start off with Dan Raffe and Joe Berg’s session on leading data technologies today. In this talk, Berg, the Marketing Manager over at 3M, will outline how the development of a data-driven economy has shaped his business. Raffe, a renowned Adobe Expert, will also reveal the importance of analyzing and understanding consumer data on all levels, from its storage and organization to the way that it is activated in a complex ecosystem for marketing and IT teams alike.

S108 – Transforming Customer Data into High-Value Audiences

Speakers:

Kris Groulx, Manager of Analytics and Insights, TELUS
Nagrendra Nukala, Multi-Solutions Architect, Adobe

Schedule:

Tuesday, March 26
5:30 PM – 6:30 PM

While the first day of the Adobe Summit is often filled with orientation-style festivities, you’ll want to make it out to Kris Groulx and Nagendra Nukala’s discussion of TELUS’s digital journey. Groulx, who manages Insights and Analytics at TELUS, pairs up with Adobe’s Multi-Solution Architect, Nukala, to examine TELUS’s personalization strategies. More specifically, they will provide insights on how to master Adobe Audience Manager (AAM), a data management platform (DMP) meant to improve your targeted marketing initiatives.

S309 – Pushing the Limits of Email Design and Innovation

Speakers:

Bruce Swann, Group Product Marketing Manager, Adobe
David DeVore, Founder and CEO, Story Ports

Schedule:

Wednesday, March 27
2:00 PM – 3:00 PM

Digital marketers, developers, and campaign managers are equally excited for Bruce Swann and David DeVore’s collaborative talk. This session, hosted by the Group Product Manager at Adobe and the Founder/CEO of Story Ports, respectively, explores the most current and cutting-edge capabilities available for dynamic email design and the deployment of engaging campaigns. Most importantly, Swann and DeVore will provide tips and tricks for mastering cross-channel experiences that intersect – whether it be through the overlap of social media, email, and/or website design.

S981 – Digital Transformation in Life Sciences: A MarTech Perspective

Speakers:

Joe George, Head of Marketing Technology COE, Abbvie Inc.
Thomas Swanson, Head of Industry Strategy and Marketing, Adobe

Schedule:

Thursday, March 28
9:30 AM – 10:30 AM

On the last day of the Adobe Summit, you’ll want to rise early enough to catch Joe George and Thomas Swanson’s discussion of digital transformation and its implications on running a successful MarTech business today. In this talk, Abbvie’s Head of Marketing Technology, George, joins forces with Swanson, the Head of Industry Strategy and Marketing at Adobe, to outline the tangible ways that digital transformation processes are actually implemented.

S304 – Triple Threat: 24 Hour Fitness, Microsoft Dynamics 365, and Adobe Campaign

Speakers:

Ben Tepfer, Technical Evangelist for Microsoft, Adobe
Mike Carney, Vice President of Marketing, 24 Hour Fitness

Schedule:

Thursday, March 28
2:30 AM – 3:30 AM

Why not end your summit experience with a use case that prioritizes personal fitness and lifestyle goals? Leave it to Ben Tepfer, a Microsoft Technical Evangelist, and Mike Carney, the VP of Marketing at 24 Hour Fitness, to showcase various methods for effectively connecting with consumers as they navigate complex customer journeys. Together, they will highlight the value of both knowing and prioritizing your audience.

More to Come

Keep in mind that these are just a few of the many sessions that you should see if you’re currently working with or planning on adopting Adobe Campaign. Other notable speakers include actress, producer, and entrepreneur, Reese Witherspoon, Microsoft CEO, Satya Nadella, comedian Mindy Kaling, and of course, Adobe President, Shantanu Narayen – not to mention a long-awaited performance by The Killers. It is no wonder that Adobe promotes its digital conference as “a week that will change your thinking about brand experiences.”

Be sure to stay tuned for a follow-up blog, as our colleagues will be reporting back from Las Vegas to share their take on the 2019 Adobe Summit.

Are you also attending the Digital Experience Conference? Feel free to contact us using the form below if you’re interested in meeting up at the conference.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

How AEM 6.5 Benefits your Business

How AEM 6.5 Benefits your Business

Personalize Customer Journeys with AEM 6.5

Marketing specialists rejoice in the wake of Adobe Experience Manager’s (AEM) 6.5 release. As certified Adobe marketing solutions partners, the consultants here at Munvo have responded with an overwhelming sense of enthusiasm. This latest upgrade involves cutting-edge features to better support digital marketers and IT developers alike. From automatic scaling to quick edit and personalization functions, you’ll be able to refine your AEM practice, and as a result, enhance your customer’s overarching experience.

In this article, we dig deeper to demonstrate how you can take full advantage of AEM’s latest capabilities and lead in Customer Experience Management (CXM) – from the beginning to the very end of your next campaign.

Here are 3 ways that AEM 6.5 can help you achieve your marketing aims:

Consolidate

One major priority of AEM’s recent upgrade is to provide users with a faster and more efficient virtual workspace. Put simply, Version 6.5 was designed to both customize and consolidate marketing operations. It can, primarily, be used to edit Single Page Applications (SPAs), such as websites built using the React or Angular JavaScript frameworks.

The Adobe Asset Link, now readily available, also permits users to locate and reuse their digital assets directly within Adobe Photoshop, Illustrator, and InDesign. At the same time, the Brand Portal transfer service promotes teamwork through the collaborative management of these digital assets. By facilitating the process of editing and reworking marketing material, AEM empowers its users to make changes in real time.

Automate

AEM’s cloud agility solidifies your company’s IT support with backup so that team members are prepared to spring into action, should any issues arise. Users can optimize workflows through an accelerated speed-up delivery that will consistently deploy and regulate digital campaigns, expediting their time to market. In fact, AEM’s new autoscaling service detects spikes and drops in traffic as they occur, which instantly alters the number of active servers running. AEM 6.5 tracks all activity to minimize downtime, reduce risks, and ensure that no customer experience is hindered by technical difficulties.

Adapt

In addition to these functions, the Automated Forms Conversion service digitizes data capture by converting original print to adaptive, device-friendly forms. Adobe’s upgrade includes a Smart Crop tool that is tailored to accommodate video content on just about any device – whether it be a laptop, desktop computer, or mobile phone. Perhaps most impressively, this feature (powered through Adobe Sensei’s AI) can intuitively identify and crop the most vital facets of your video in order to produce a refined online viewing experience for your audience. In a world where consumers own and actively use multiple devices, personalization is key. It is imperative that your business adjusts to all possible channels – a goal that is increasingly attainable with AEM 6.5.

Keeping today’s competitive climate in mind, it is worth showing your customers just how much you value them, no matter what industry you’re in. After all, consumers are empowered to navigate digital platforms (and dismiss them!) at a speed that is unprecedented. The quality of your marketing initiatives depends on a solid digital transformation strategy. That’s why our Munvo consultants are eager to employ and experiment with Adobe’s latest version. With AEM 6.5, users can now convey relevant and personalized messages so that they are highly effective, carefully controlled, and humanizing in essence.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Munvo Receives Adobe Campaign Specialty Certification

Munvo Receives Adobe Campaign Specialty Certification

Munvo Receives Adobe Campaign Specialty Certification

Investing and Demonstrating Leadership As An Adobe Experience Cloud Partner

Today we are announcing the latest acknowledgment we’ve received from Adobe – our Adobe Campaign Specialty Certification. This achievement is in recognition of our commitment to building a team of high performing Adobe Campaign consulting resources as well as the successful completion of multiple Adobe Campaign projects.

Rob Davis, Managing Partner for Business Development and Alliances, said, “This achievement is the recognition of our commitment and success in helping the Adobe customer base achieve their marketing goals through the implementation of the Adobe Campaign technology. Organizations need marketing solutions that meet their requirements, can be deployed quickly and help drive business value. Meeting these needs requires commitment, collaboration and innovation between Munvo and our technology partner Adobe.”

“Our commitment to the Adobe technology goes back to 2012 when we became one of the first Neolane partners in North America. After Adobe’s acquisition of the company in 2013, we continued to work together to deliver high performing marketing solutions for clients across different industries”, states Mathieu Sabourin, Munvo’s President and Founder.

Our Adobe delivery capabilities aren’t limited to Campaign, as our consultants hold more than 40 certifications across Adobe Campaign, Experience Manager and Audience Manager. Working in close coordination with Adobe, we have contributed to the successful completion of over 300 Adobe Campaign projects.

In addition, our latest capability investments included enabling cross-module functionality. For example, implementing the email template capabilities of AEM to support Adobe Campaign solutions. These are just a few reasons why we are so proud of our newly obtained Adobe Campaign Specialty Certification.

A big thank you to everyone here at Munvo and to our partners at Adobe.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for AdobeSAS, and Unica Marketing Solutions

Custom Macros for IBM Campaign

Custom Macros for IBM Campaign

Written by James Aziz

What are Custom Macros?

Custom macros are user-defined queries that integrate into the flowchart workflow, allowing the implementation of more complex logic than natively afforded by IBM Campaign’s point-and-click interface and scripting language.

Why are Custom Macros Important for IBM Campaign?

Leveraging custom macros provides an abundance of benefits. Once defined, custom macros can be reused throughout a flowchart to improve modularity and consistency. They can be integrated as part of the template library and are quickly consumed by users who can’t develop custom macros, but know how to use them. These custom macros centralize flowchart logic and processes, improving flexibility and reducing the risk of user error.

Allowing such complex transformations and logic to be contained entirely within Campaign is another benefit of custom macros. Alternatively, users can resort to a myriad of tools (for example, Base SAS or a scripting language such as Python) to process data, and the accompanying mess of integrations to facilitate data transfer out and then back into Campaign. However, these methods introduce a lot of complexity and make campaign implementation brittle and easily subject to breakage, which presents risk and may result in quality issues.

Lastly, the user guide also outlines this benefit of using raw SQL custom macros:

Support for raw SQL improves performance, allowing complex transactions to be carried out in the database rather than having the raw data filtered and manipulated in the application server.

Overview of Custom Macros

IBM Campaign supports three principle types of custom macros:

  • IBM Macro Expression – the default language for building queries and derived fields in Campaign
  • Raw SQL selecting ID list – used to return a list of IDs according to a specified SELECT clause
  • Raw SQL selecting ID + value – returns a list of IDs and associated values, as specified in the attribute list of the SELECT clause

Moreover, custom macros offer the use of an unlimited number of variables, which are supplied to the expression as parameters passed in a macro invocation.

Now that the benefits of custom macros have been outlined, the rest of the guide delves into the specifics of their use and back-end implementation. Note that the following examples all use a sample dataset, running on a v10.5 DB2 database.

1.1 Custom Macros Interface

While in editing mode within a flowchart, the custom macros dialog can be found by navigating to Options → Custom Macros. This interface presents all the defined custom macros and their properties and allows the creation of folders for organizing macros.

Custom Macros

1.1 Folder creation

To create a folder:

  1. Click New folder…
  2. Specify a name for the folder.
  3. Provide a description of the contents or intended contents of the folder.
  4. Specify under which existing folder to create this new folder. Choosing None will leave it in the “root” directory.
  5. Select the applicable security policy.

1.2 Macro creation

To create a custom macro:

  1. Click New item…
  2. Specify a name for the macro.
  3. Select a security policy, if applicable.
  4. Provide a note describing the functionality of the macro – this is critical, as it is presented to end users in the Formula helper.
  5. Select one of the three expression types.
    • For either SQL option, additionally, choose a database.
    • For the Raw SQL selecting ID + value option, select a value type.
      • If text, supply the width of the string in bytes (max 256).
      • If numeric, note that the number of decimal places is specified using the DefaultScale parameter found at Settings → Configuration → Campaign → partitions → partition[n] → dataSources → dataSourcename
  6. Enter the desired expression.

1.3 Move/edit macros

To move or edit a custom macro:

  1. Click Edit/Move…
  2. Change the Save under location to move the macro to another directory.
  3. Make any additional changes as desired, using the same process as macro creation. Note that the security policy cannot be changed at this point.

1.4 Remove macros/folders

To remove a custom macro:

  1. Select the folder/macro in the Items list. Folders can be expanded to see the macros within.
  2. Click Remove. Note that removing a folder eliminates the folder and anything inside.

2.0 IBM Macro Expression

The same IBM expression language found throughout Campaign can be used to define custom logic in a custom macro. This helps code consistency, reusability and modularity, making complex logic simpler to use in the flowchart workflow.

2.1 Demonstration A: Selection

Data

This example uses:

  • B_ACCT_INDIV, mapped in at the Individual ID audience level.
  • This mapped table is backed by database table DBO.ACCT, which contains a collection of account IDs, their associated individual IDs, and additional information associated with each account.
Description

Create a custom macro for selecting individuals that have an account of type ‘C’ or account status of type ’1’.

Implementation

The macro definition (name) is acct_c_or_op_amt(OPERATOR, AMOUNT). The complete configuration is:

Note that this custom macro references the mapped table B_ACCT_INDIV (backed by database table DBO.ACCT). Additionally, the expression uses the built-in OR macro, which is accessible from the Formula helper in the expression definition window (this pops up after clicking on the Expression entry box).

Utilization

An IBM Expression custom macro can be used wherever the IBM Expression language can be used in the tool, such as in Select expressions, Segment queries, and derived fields. The macro can be found under Custom macros in the Formula helper (if Formula helper is grayed out, click Text Builder):

In this example, a Select process box is configured to execute the macro as it’s expression, and the parameters OPERATOR and AMOUNT are passed in at macro invocation:

Note that the macro is subject to the same restrictions as any IBM language expression – any table referenced within the macro must be mapped in and available in the context where it is used. Given custom macros can be used across flowcharts, mistakenly using one in the incorrect context will result in an error. As such, it is critical to organize custom macros in folders, and supply notes describing their operation.

The above configuration produces the following query, run on the back-end and visible in the log:

  1. SELECT DISTINCT INDIV_ID FROM DBO.ACCT WHERE ((DBO.ACCT.ACCT_TYPE_CODE = ‘C’) OR (DBO.ACCT.ACCT_BALANCE > 5000)) ORDER BY INDIV_ID

2.2 Demonstration B: Derived Fields

Data

This example uses:

  • B_ACCT_INDIV, mapped in at the Individual ID audience level.
  • This mapped table is backed by database table DBO.ACCT, which contains a collection of account IDs, their associated individual IDs, and additional information associated with each account.
Description

Create a custom macro that takes two numbers as parameters and produces their arithmetic mean.

Implementation

The macro definition is average(NUM1, NUM2). NUM1 and NUM2 are now parameters that can be used in the expression by enclosing them in a set of <> brackets, e.g., . The expression is therefore ( + ) / 2. The complete configuration is:

Custom Macros 5
Utilization

This custom macro can be used to create a derived field that averages two other table fields:

Custom Macros 6

2.3 Tips

  • Built-in macros can be used when creating IBM Expression custom macros.
  • Just as with any IBM Expression language query, mapped tables can be referenced and used in IBM Expression custom macros.

3.0 Raw SQL Selecting ID List

This type of custom macro can be used to leverage the extensive capabilities of raw SQL selection and package that logic in a way that is readily accessible to a non-technical user.

3.1 Demonstration A – Selection

Data

This example uses:

  • DBO.ACCT, which contains a collection of account IDs, their associated individual IDs, and additional information associated with each account.
Description

Create a custom macro to select all individuals from a table having average account balances greater than some amount for each account type, where the table and amount are supplied as parameters.

Implementation

The macro definition is sel_acct_gt_amt(TABLE, AMOUNT). Parameter names are enclosed within <> when used in the SQL query:

  1. select indiv_id
  2. from <TABLE>
  3. group by indiv_id, acct_type_code
  4. having avg(acct_balance) > <AMOUNT>;
The complete macro configuration:
Utilization

As with all custom macros, this type of macro can be found in the Formula helper wherever IBM Expressions are permitted. However, given this custom macro returns only a lit of IDs, it cannot be used in a derived field. In this example, a Select process box is configured to Select Individual IDs with, with the expression sel_acct_gt_amt(DBO.ACCT, 5000), where DBO.ACCT is the database table to be queried, and 5000 is the amount. Campaign translates this call into the following query, visible in the log:

  1. select INDIV_ID from DBO.ACCT group by INDIV_ID, ACCT_TYPE_CODE having avg(ACCT_BALANCE) > 5000;
The two variables and have been replaced in the query by the parameters passed in a macro invocation. Also note that the selection criteria will be applied to the input – specifically, only the subset of records in both the process box input and raw query result will be in the output cell. In other words, the result of this Select process box will be the intersection of the input set and the set returned by the macro query.

3.2 Demonstration B – TempTable

Data

This example uses:

  • DBO.ACCT, which contains a collection of account IDs, their associated individual IDs, and additional information associated with each account.
  • INDIV, which contains a collection of individual IDs and their associated details.
Description

Create a custom macro to select individuals that are in the Eastern time zone and include only those who have been passed in from a previous process box, if one exists.

Implementation

The macro name is sel_est_incl_prev, and the SQL expression is:

  1. select dbo.indiv.indiv_id 
  2. from dbo.indiv 
  3. {inner join <TEMPTABLE> on dbo.indiv.indiv_id = <TEMPTABLE>.indiv_id} 
  4. where dbo.indiv.time_zone = 'EST';
Note that line 3 will be executed only if an upstream &ltTEMPTABLE> exists because it is wrapped in braces.

Utilization

If this custom macro is invoked in the expression of a Select process box that is accepting an input cell from a preceding Select, the executed SQL appears in the log as:

  1. select DBO.INDIV.INDIV_ID from dbo.indiv inner join UAC_14270_l on DBO.INDIV.INDIV_ID = UAC_14270_l.indiv_id where DBO.INDIV.TIME_ZONE = 'EST';
…where UAC_14270_l is the TempTable, the cell passed in from the preceding Select. Alternately, if this custom macro is called from a Select configured with a mapped table as input, the log shows:
  1. select DBO.INDIV.INDIV_ID from dbo.indiv  where DBO.INDIV.TIME_ZONE = 'EST';

3.3 Tips

  • The records passed out of the Select are deduplicated, even if the raw SQL custom macro selects duplicate individuals.
  • This type of custom macro cannot be used in a derived field.
  • The IDs selected by the raw SQL custom macro must be of the same type (numeric/text) as the audience in the context where the macro is invoked:
    • For example, if a Select is configured to select individual IDs (numeric), the custom macro it calls in its expression must also return IDs of type numeric, e.g. it cannot return time zones;
    • Again, a set intersection is performed here – both sets must contain elements of the same type;
    • As long as the ID types match, Campaign will perform the intersection, regardless of whether it makes logical sense – this may lead to incorrect results.

4.0 Raw SQL Selecting ID + Value

This type of custom macro extends the capability of the Raw SQL Selecting ID macro to allow the selection of an additional column from the table. Once again, custom macros allow complex logic like this to be encapsulated in a way that is easily accessible to non-technical users.

4.1 Demonstration A – Selection

Data

This example uses:

  • DBO.ACCT, which contains a collection of account IDs, their associated individual IDs, and additional information associated with each account.
  • B_ACCT_INDIV, which is DBO.ACCT, mapped in at the Individual ID audience level.
Description

Create a custom macro that determines the difference between an individual’s total credit limit across all their accounts and the total balance across all their accounts. Select only individuals with a difference greater than 5000.

Implementation

This macro is defined as credit_minus_balance. A note helps explains the functionality of this macro to end users and is visible in the Formula helper. The full query is then:

  1. select indiv_id, sum(credit_limit) - sum(acct_balance) 
  2. from DBO.ACCT 
  3. group by indiv_id;
The value type to be returned must be Numeric here, corresponding to the second attribute (column) in the select clause. The complete macro configuration is:
Utilization

As with all custom macros, a raw SQL selecting ID + value type macro can be found in the Formula helper. As an example use case, a Select is configured to Select Individual IDs with and the expression defined as credit_minus_balance() > 5000:

The output of this Select will be the intersection of the input set (all individuals in the B_ACCT_INDIV table in this case) and the subset of the macro query result that have a (credit – balance) difference greater than 5000. The selection process is visible in the log, abridged here:
  1. select INDIV_ID, sum(CREDIT_LIMIT) - sum(ACCT_BALANCE) from DBO.ACCT group by INDIV_ID;
  2. Query completed; starting data retrieval.
  3. Data retrieval completed; 60725 records retrieved and returned to caller.
  4. Data retrieved to IBM Campaign server.  Processing query expression.
  5. Select: N_RECORDS = 56509
Initially, the custom macro SQL query runs and returns 60725 records. Then the query expression in the Select is processed against the input set, and the remaining record count is 56509.

Equivalently, this selection criterion could have been applied using a custom macro returning only a list of IDs, and not values. In that case, the macro query would be:

  1. select indiv_id 
  2. from DBO.ACCT 
  3. group by indiv_id 
  4. having (sum(credit_limit) - sum(acct_balance)) > <AMOUNT>
The corresponding selection query is credit_minus_balance_gt_amount(5000). These two approaches produce identical results – subsequently, the design pattern of choice is dependent primarily on the use case. For example, if requirements dictate that the selection criteria (e.g., using less than instead of greater than) be readily adjustable, using a custom macro to return values and then applying the criteria in the selection expression is likely the better technique. This is because custom macros should be designed to be easily used by non-technical users, who should not have to modify the macro definition in their workflow.

4.2 Demonstration B – Derived Fields

Data

This example uses:

  • DBO.ACCT, which contains a collection of account IDs, their associated individual IDs, and additional information associated with each account
  • B_ACCT_INDIV, which is DBO.ACCT, mapped in at the Individual ID audience level.
Description

Create a custom macro that determines the difference between an individual’s total credit limit across all their accounts and the total balance across all their accounts. Create a derived field that reports this difference for everyone.

Implementation

The custom macro in use is the same that was created in Demonstration A, namely credit_minus_balance. An Extract process is configured to select all records from the preceding Select process, which itself selects all individual IDs from the same DBO.ACCT table used by the custom macro:

Then, a derived field is configured to invoke the macro:
Extract the individuals IDs and the derived field:
An abridged transcript of the execution log follows. The below execution pattern is specific to this flowchart setup but serves to demonstrate the overall data flow. Create and populate the input table (output of the preceding Select) that goes into the Extract (referred to as table h):
  1. CREATE TABLE UAC_14270_h (INDIV_ID INTEGER)
  2. INSERT INTO UAC_14270_h SELECT DISTINCT INDIV_ID FROM DBO.ACCT
Create the extract table (referred to as table i):
  1. CREATE TABLE UAC_EX_14270_i (INDIV_ID INTEGER, credit_minus_balance DECIMAL(15,5))
Create and populate the table defined by the custom macro (referred to as table j):
  1. CREATE TABLE UAC_14270_j (INDIV_ID INTEGER, zinternal_value DOUBLE)
  2. INSERT INTO UAC_14270_j 
  3.   select indiv_id, sum(CREDIT_LIMIT) - sum(ACCT_BALANCE) 
  4.   from DBO.ACCT 
  5.   group by indiv_id;
A new table will be created as above for each custom macro configured in this fashion. The first column is taken to be the list of IDs at the same audience level as the Extract and does not have to be normalized, i.e., the values need not be unique. The second column is the corresponding list of values. Populate the extract table i:
  1. INSERT INTO UAC_EX_14270_i(INDIV_ID, credit_minus_balance)
  2.   SELECT DBO.ACCT.INDIV_ID, UAC_14270_j.ZINTERNAL_VALUE
  3.   FROM ((UAC_14270_h
  4.   LEFT OUTER JOIN DBO.ACCT ON UAC_14270_h.INDIV_ID = DBO.ACCT.INDIV_ID)
  5.   LEFT OUTER JOIN UAC_14270_j ON UAC_14270_h.INDIV_ID = UAC_14270_j.INDIV_ID)
  6.   WHERE (DBO.ACCT.INDIV_ID IS NOT NULL) OR (UAC_14270_j.INDIV_ID IS NOT NULL)
To build an extract table a series of LEFT OUTER JOINs are performed, one for each attribute to be extracted. The input list of IDs (table h) is on the left, and the attribute table (DBO.ACCT and then table j in this example) on the right. This is particularly noteworthy when the custom macro raw SQL does not SELECT DISTINCT or GROUP BY on the ID column, thereby removing duplicates. Thus, due to theLEFT OUTER JOIN, not using aggregation may introduce undesired duplicates in the extracted table. Note that when the Extract is configured to accept a mapped table directly as input, the log does not explicitly state the LEFT OUTER JOIN operations, but the result produced is consistent with that behavior. This is also why the above example uses a dummy Select preceding the Extract.

4.3 Tips

  • For numeric value types, the number of decimal places is specified using the DefaultScale parameter found at Settings → Configuration → Campaign → partitions → partition[n] → dataSources → dataSourcename.
  • As with raw SQL selecting ID list macros, the IDs selected by this type of custom macro must be of the same type (numeric/text) as the audience IDs in the context where the macro is invoked
    • As long as the ID types match, Campaign will perform the intersection and/or join, regardless of whether it makes logical sense – this may lead to incorrect results
  • If the value returned by this macro is not used in comparison (e.g., in a Select/Extract expression), non-zero values are considered TRUE, and zero values or text strings are FALSE
    • IDs associated with the TRUE records are selected

Conclusion

Custom macros are a valuable means of bringing complex functionality into IBM Campaign, and improving performance. Their many benefits include improved modularity and standardization, particularly as they can be leveraged not only by users that have the technical capacity to create them but by anyone familiar with IBM Campaign. Custom macros also help contain complex logic within Campaign, avoiding a mess of integrations with external tools. Altogether, this improves reliability, efficiency and the quality of your campaigns, particularly across organizations.

We hope this guide has been helpful. If you would like to learn more about IBM Campaign, feel free to review our Hadoop content – The Facts: Hadoop Big Data vs. Rational Database and Hadoop Integration Guide for IBM Campaign. If you have any further questions, please don’t hesitate to reach out to us at Munvo.

The Author

James Aziz

James Aziz

Munvo Consultant

With a diverse background spanning healthcare, academic research, enterprise software and now marketing management, James has long been absorbed in understanding and unlocking the potential of technology. At Munvo, James has leveraged this passion to focus on delivering tailored solutions for the financial sector and continues to be motivated to help clients enrich their marketing operations with emerging technologies.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, EvergageIBM and SAS Marketing Solutions.

Hadoop Integration Guide for IBM Campaign

Hadoop Integration Guide for Unica Campaign

Written by: Nicholas Ford

Big Data. Big Details.

Many of you who attended our webinar on Connecting Hadoop Big Data to Unica Campaign and Interact Webinar requested that we provide more detailed technical information about how Unica Campaign was configured to work with Hadoop in the use cases we reviewed. Be forewarned! What follows is a highly technical integration guide of how to configure this type of connection in your environment and is not for the faint of heart.

If you are interested in understanding how Hadoop differs from traditional relational databases from a functional Unica Campaign perspective, you may find our blog on The Facts: Hadoop Big Data vs. Relational Databases more palatable.

Step 1: Selecting a Hive ODBC Distribution

The first step to connect your Unica Campaign environment to your Apache Hive instance is to download and install a Hive ODBC Driver. Unica Campaign v9.1.2 supports the DataDirect and the Clouder ODBC Drivers, while v10.0 is also to support the Hortonworks driver.

Progress.com

DataDirect Apache Hive ODBC Driver from Progress.com

cloudera

Cloudera ODBC Driver for Apache Hive

Hortonworks

Hortonworks 64-bit ODBC Driver

Step 2: Installing the Hive ODBC Driver

1. Download the Hive ODBC driver from one of the providers listed above.

2. Upload the RPM file to the server hosting the Campaign Listener (analytics server).

3. Download the UnixODBC Manager, unixODBC-2.3.4, available from www.unixodbc.org.

4. Upload the unixODBC-2.3.4.tar.gz file to the Campaign Listener server.

5. Extract the unixODBC-2.3.4.tar.gz file on your Campaign Listener server.

tar –xvf unixODBC-2.3.4.tar.gz

6. Install the Cloudera Hive driver:

rpm –ivh ClouderaHiveODBC-2.5.16.1005-1.el6.x86_64.rpm

**Note: root permissions may be required.

Step 3: Configure the ODBC.ini file

Once the ODBC driver is installed, you must configure your IBM Campaign server to be able to connect to the Hive distribution. First, you must configure the odbc.ini file which was either included with your Hive ODBC distribution or an existing driver. Edit the odbc.ini file and complete each of the configurations for your Hadoop/Hive instance.

Step 4: Configure the Campaign Environment Variables

Navigate to the Campaign Home directory and then open the setenv.sh file in the /bin directory. Update the LD_LIBRARY_PATH environment variable to include the /lib/64 path from your Hive ODBC driver directory. You must also add a new variable named ODBCINI, which points to the odbc.ini file you edited in the previous step.

Step 5: Importing the Hive Data Source Template

IBM Campaign versions 9.1.2 and later will include a Hive data source template which can be imported into the configurations. Locate the file named BigDataODBCHiveTemplate.xml within the /conf directory of Campaign Home.

Navigate to the Platform Home, then to the /tools/bin directory. Inside this directory, you will find configTool.sh, which is used to edit Platform’s configuration settings.

Use the command:

./configTool.sh -i -p “Affinium|Campaign|partitions|partition1|dataSources” –f /mnt/ebs1/ibm/EMM/Campaign/conf/BigDataODBCHiveTemplate.xml

Step 6: Configuring the Hive Data Source

Within the Unica application, navigate to the Platform configurations via Settings -> Configuration. Locate the dataSources configurations in Campaign|partitions|partition1|dataSources. When you expand dataSources, you should see the option for (BigDataODBCHiveTemplate). If this option isn’t present, then the configTool command on the previous step was unsuccessful.

Enter all required properties into the template for your Hadoop/Hive instance.

**Note: Ensure the DSN property matches the name specified in the odbc.ini file.

Step 7: Adding Test Data

To test your Hive integration, you’ll need to create a test table and insert some data to query. For this example, we will use a file which represents data that was taken from an online mortgage tool and transformed to a simple .csv file.

Place your test .csv file into the HDFS using the hdsfs dfs command.

Step 8: Creating a Test Table

Next, create the Hive table using this command.

You must then ensure that the data types reflect the data that is in our test.csv file.

CREATE EXTERNAL TABLE IF NOT EXISTS
MORTGAGE_ENGAGEMENT_WL(
CookieID INT,
time STRING,
amortPeriod INT,
term INT,
rate INT,
housePrice INT,
downpayment INT,
payFreq STRING)
ROW FORMAT DELIMITED
FIELDS TERMINATED BY ‘,’
STORED AS TEXTFILE
location ‘/home/hadoop/test’;

Step 9: Adding Data to Test Table

Next, load the data from the MRTG_TOOL.csv file into your Hive table.

load data local inpath ‘/home/hadoop/MRTG_TOOL.csv’ into table MORTGAGE_ENGAGEMENT_WL;

Step 10: Mapping the Hive Tables

For this step, you’ll need to map your Hive tables. This is accomplished the same way as regular user table mapping. Navigate to Settings -> Campaign Settings -> Manage table mappings.

Since Hive tables will always be User Tables as opposed to System Tables, click on Show User Tables then click New Table.
Select Base record table, then select your Hive data source that you created with the template in the Platform Configurations.
Select one of your Hive tables from the Source table drop menu. The Hive table fields should automatically populate. You can then change the name of the table that will appear in Campaign.

Ensure your field names match as expected, then click Next and enter the name for the table within Campaign.

You must select a pre-defined audience level for the mapped table, along with an associated Audience ID from the Hive table.
You must select a pre-defined audience level for the mapped table, along with an associated Audience ID from the Hive table.

Step 11: Confirm the Table Mapping

Finally, you will test to ensure that you can access the data in our table. Open any flowchart and select the new table as the Input in a process box.

Profile any field in the table to confirm that the data is present and can be queried.

Still With Us?

If you are an experienced Unica Campaign administrator, you most likely noticed the commonalities with configuring traditional relational database sources – UDI (Universal Dynamic Interconnect), ODBC and flowchart process boxes remain relatively unchanged. Even so, those similarities are only skin deep, as working with Hadoop data sources typically demands a rethinking of how your campaigns can wield previously untouched, unstructured data.

For marketing campaign ideas for working with unstructured data, our webinar recording includes a summary of examples by industry to jumpstart your Hadoop project. If you are still struggling with your integration after reading the above steps, please reach out for advice and suggestions.

Nicholas Ford

Nicholas Ford

Munvo Consultant

Nick is passionate about looking under the hood of complex marketing automation systems and explaining them to a diverse audience. This interest has lead Nick to deliver interactive and personalized experiences for clients in the telco, financial and retail industries. Nick is motivated by helping his clients to adopt and integrate emerging technologies such as Hadoop and cloud into their marketing ecosystems.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.