Overcoming Post-Launch Challenges – Leveraging Unica Campaign Flowcharts for Accurate Marketing Insights
Overcoming Post-Launch Challenges -Leveraging Unica Campaign Flowcharts for Accurate Marketing Insights
In today’s marketing landscape, campaign management platforms like Unica have become essential for executing complex, multi-channel campaigns. However, even with such advanced software, marketers often encounter challenges after campaign deployment that can hinder the accuracy of results, impact the effectiveness of future campaigns, and ultimately affect the return on marketing investment.
This blog post explores the critical issues that can arise after a campaign is launched, focusing on four key areas: missing responses, inaccurate results, tracking and measurement difficulties, and challenges in reporting and analysis. We’ll dive into issues such as incomplete data collection, misattribution of conversions, cross-channel attribution intricacies, and the complexities of custom KPI reporting. These challenges, if left unaddressed, can significantly impact marketing performance.
We’ll also share how you can leverage Unica Campaign flowcharts to generate detailed reports that help identify and resolve these issues.
One significant concern is response attribution errors, particularly in multi-channel campaigns. Accurately associating responses with the correct campaign touchpoint is crucial, yet it can be challenging. Misattribution can skew the understanding of which parts of the campaign are driving engagement, leading to incorrect conclusions about the campaign’s performance. For example, when deploying campaigns via Unica, files are often sent to a third-party provider for email distribution. These files include essential details such as TreatmentCode, OfferCode, and CellCode, which are used to track responses. However, errors during file generation or transmission can result in missing or incomplete data, leading to mismatched responses or partial results. Quickly identifying and addressing these issues is vital to maintain campaign accuracy and meet your marketing objectives.
Unica flowcharts can be instrumental in diagnosing and resolving anomalies within each campaign. These flowcharts can consolidate data from various sources and flag potential problems, making it easier to troubleshoot. While designed to run on-demand, they can also be automated for regular use, offering a comprehensive view of your campaigns. In the manual version, UserVariables help determine which campaigns need reporting.
The report generated by Unica flowcharts includes many columns, some of which may be more relevant depending on your specific needs. These extra columns are invaluable for advanced users conducting specialized troubleshooting. The report is highly customizable, allowing you to add or remove data points to suit your organization’s reporting requirements.
Some of the most useful columns you can leverage (most of this information can be found in the campaign and offer description page) include:
COLUMN
DESCRIPTION
TreatmentCode
Unique ID generated by the MailList process box when logging into Contact History tables. This code must match what’s sent to channels and the third-party vendor at the time of deployment. It will be used to process responses.
TreatmentInstID
This is the actual key for Unica Treatment tables. Despite the TreatmentCode that is a String, this ID is of numeric value and could be used when joining to other tables.
TreatmentSize
The number of targeted customers associated to each TreatmentCode.
CampaignCode
Unica Campaign Identifier
CampaignName
The name of the Unica Campaign
CampaignStartDate
The date when the Campaign is supposed to start. Usually, this date is the same as the Offer Effective Date but could be different depending on the strategy.
CampaignEndDate
The date when the Campaign is supposed to end. Usually, this date is the same as the Offer Expiration Date but could be different depending on the strategy.
CellCode
This is set in the process box connected to the MailList process box. It could be automatically generated or follow certain naming conventions. It is useful to differentiate between different TreatmentCodes especially for campaigns with multiple versions
CellName
Same as the CellCode but more of a description than a code.
OfferID
Actual offer ID associated to each TreatmentCode. This could be used to fetch further meta data about each offer when joining to other tables.
OfferEffectiveDate
The date when the offer becomes active.
OfferExpirationDate
The date when the offer expires.
Channel
The channel through which the communication was sent e.g., Email, DM, Push, SMS, etc.
CntrlTreatmtFlag
Flag that determines if a certain CellCode is a control cell. As a result, such records should not have any responses coming back since they were never deployed but logged for campaign performance evaluation purposes.
CntrlTreatmtInstID
The ID of the TreatmentCode that is in a control group.
ContactDateTime
The actual date which the communication was planned to be received by the recipients.
RunDateTime
The date on which the campaign was logged. Usually, this is the same as the ContactDateTime as default, but ContactDateTime could be adjusted to be a future date.
CreateBy
The user ID of the developer who logged the campaign.
ProcessID
The ID associated to the MailList process box that generated the TreatmentCodes. If the processID is different for any Treatments, they were generated by a different MailList process box.
FlowchartName
The name of the Flowchart that logged the records.
FirstResponseDate
The date on which the client first responded or interacted with an email. This is based on the data provided by the third-party vendor after the deployment.
NoOfResponders
Number of unique recipients who have responded or interacted with the campaign.
ResponseRate
The number of email responders divided by the total number of recipients. If there is no response rate, responses are missing. If the response rate is lower than expected, there may be an issue with responses coming back from the ESP.
Error_CampaignStartDate
Flag to pinpoint an error with the campaign start date. If the FirstResponseDate is BEFORE the campaign start date, they will not be counted as valid responses.
Error_CampaignEndDate
Flag to pinpoint an error with the campaign start date. If the FirstResponseDate is BEFORE the campaign start date, they will not be counted as valid responses.
Error_ResponseDate
Flag that outlines an error with the response date. If the response date is not within the campaign or offer effective dates, then there is an error.
Error_ContactDateTime
This flag looks at the first contact date minus the first response date and not between 0 and 1 days, there is an error.
Error_OfferEffectiveDate
Flag to pinpoint an error with the offer effective date. If the FirstResponseDate is BEFORE the OfferEffectiveDate, they will not be counted as valid responses.
Error_OfferExpirationDate
Same as the Error_OfferEffectiveDate but looking at the offer expiration date instead. If the FirstResponseDate is after the offer has expired, the responses may not be counted.
Error_MissingResponse
Same as the Error_OfferEffectiveDate but looking at the offer expiration date instead. If the FirstResponseDate is after the offer has expired, the responses may not be counted.
FirstResponse_Minus
_ContactDateTime
The FirstResponseDate minus ContactDateTime counted in days. Ideally, the difference should be between 0 and 1 indicating that the FirstResponseDate is within one day of the ContactDateTime.
Download Unica Flowchart Generated Report
By utilizing these flowcharts and reports, marketers can gain deeper insights into campaign performance, address issues proactively, and ensure their marketing efforts are both effective and efficient.
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