69945871-Intro-Unica

Introduction toUnica® Campaign

© 2004-2008 Unica Corporation. All rights reserved. All software and related documentation is subject to restrictions on use and disclosure as set forth in the Unica Software License and Services Agreement, restricted rights for U.S. government users and applicable export regulations. Companies, names and data used in examples herein are fictitious unless otherwise noted. Unica, the Unica logo, and Affinium are registered trademarks of Unica Corporation with the U.S. Patent and Trademark Office. Affinium Campaign, Affinium Campaign Collaborate, Affinium Campaign eMessage, Affinium Campaign Interact, Affinium Campaign Optimize, Affinium Detect, Affinium Leads, Affinium Leads Referrals, Affinium Leads Contacts, Affinium Model, Affinium Plan, Affinium Mart, Universal Dynamic Interconnect, Interconnect Modules, Powering Marketing Success, Customer Value Maximization, MAP, One-to-One Optimization, and Right-time Marketing are trademarks of Unica Corporation. All other trademarks are the property of their respective owners. NOTICE: This document contains confidential and proprietary information of Unica Corporation (“Unica”). Use, duplication, or disclosure without the express written consent of Unica Corporation is prohibited. v7.5/200810

Table of Contents

Introduction to Affinium Campaign v7.5/200810

Preface Course Overview .............................................................................................................................. i About This Student Guide................................................................................................................ iii The Affinium Suite........................................................................................................................... v The Affinium Campaign Life Cycle ..................................................................................................... x The Unica Training Curriculum........................................................................................................xiii

Module 1: Affinium Campaign Basics Module 1 Overview....................................................................................................................... 1-1 Campaign Concepts and Terminology............................................................................................. 1-2 Navigating Around the Affinium Campaign Interface........................................................................ 1-3 About Flowcharts.......................................................................................................................... 1-6 Affinium Campaign Best Practices ................................................................................................ 1-10 Module 1 Summary..................................................................................................................... 1-12

Module 2: Building a Campaign, Part 1 -- Data Selection and Manipulation Module 2 Overview....................................................................................................................... 2-1 Creating a Campaign .................................................................................................................... 2-3 The Select Process ....................................................................................................................... 2-7 Associating Strategic Segments With Campaigns ........................................................................... 2-12 The Merge Process ..................................................................................................................... 2-15 Building Queries With Dimension Hierarchies ................................................................................ 2-19 Building Queries With Affinium Macros ......................................................................................... 2-22 The Segment Process ................................................................................................................. 2-26 The Sample Process.................................................................................................................... 2-31 Using Flowchart Templates.......................................................................................................... 2-35 Module 2 Summary..................................................................................................................... 2-37

Module 3: Building a Campaign, Part 2 -- Data Refinement and Output Module 3 Overview....................................................................................................................... 3-1 Configuring Queries Based on Derived Fields .................................................................................. 3-3 The Audience Process ................................................................................................................... 3-8 The Snapshot Process................................................................................................................. 3-15 Moving “Up” the “Hierarchy” When Moving Down the Flowchart ..................................................... 3-19 The Extract Process .................................................................................................................... 3-22 Table Mapping ........................................................................................................................... 3-26 Module 3 Summary..................................................................................................................... 3-32

Module 4: Offer Management and Contact Processes Module 4 Overview....................................................................................................................... 4-1 Offers Overview ........................................................................................................................... 4-5 Offer Attributes and Variations....................................................................................................... 4-8 Creating Offers........................................................................................................................... 4-13 Using Offer Lists......................................................................................................................... 4-18 Assigning Offers ......................................................................................................................... 4-23 Cell Management........................................................................................................................ 4-31 The Track Process ...................................................................................................................... 4-38 Module 4 Summary..................................................................................................................... 4-41

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Module 5: Response Tracking and Analysis Module 5 Overview....................................................................................................................... 5-1 The Contact–Response–Analysis Process ........................................................................................ 5-3 Response Attribution .................................................................................................................... 5-5 Example Scenario....................................................................................................................... 5-10 Example Scenario: Response Flowchart and History Data............................................................... 5-13 Analyzing Response History......................................................................................................... 5-21 Reporting and Analysis ............................................................................................................... 5-23 Response Tracking: Options and Best Practices............................................................................. 5-28 Module 5 Summary .................................................................................................................... 5-31

Module 6: End-User Administration Module 6 Overview....................................................................................................................... 6-1 The Schedule Process ................................................................................................................... 6-2 Triggers....................................................................................................................................... 6-4 Log Files...................................................................................................................................... 6-8 Using Dimension Hierarchies ....................................................................................................... 6-10 Offer Template Overview ............................................................................................................ 6-14 Affinium Security Overview ......................................................................................................... 6-18 Module 6 Summary .................................................................................................................... 6-28

Appendix A: Advanced Topics Affinium Campaign Custom Macros ................................................................................................A-1 User Variables..............................................................................................................................A-4 Sessions ......................................................................................................................................A-6

Appendix B: Glossary

Appendix C: Workshop Introduction to Affinium Campaign – Workshop ..............................................................................C-1

Preface

Introduction to Unica Campaign

In This Preface This preface contains the following sections.

Topic See Page

Course Overview i

About This Student Guide iii

The Affinium Suite v

The Affinium Campaign Life Cycle x

The Unica Training Curriculum xiii

i Introduction to Affinium Campaign

Preface v7.5/200810 i

Course Overview

Overall Goal The overall goal of this course is to provide learners with a thorough introduction to Affinium Campaign™ so that they can use it to support their ongoing marketing activities.

© 2008 Unica Corporation3

Learning Objectives

Navigate through Affinium Campaign

Discuss, at a high level, the campaign design process

Build one or more flowcharts to support a campaign

Configure and use several Affinium Campaign processes to build a flowchart

Run flowcharts

View and modify reports

Map tables and flat files

Learning Objectives

While mastery comes with time and practice, this course will provide you with fundamental knowledge and skills for using Affinium Campaign successfully. Upon completion of this course you will be able to … ● identify and define Affinium Campaign terminology ● navigate through the Affinium Campaign user interface with working

familiarity ● apply Affinium Campaign features and functions to your marketing tasks In addition, you will be able to use Affinium Campaign to … ● design a Campaign, and then execute it, and access its analytic tools ● configure Affinium Campaign’s processes for use in Campaigns from simple

to moderate complexity

continued on next page

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Course Overview continued

Learning Objectives continued ● use data structures in campaigns

● create offers and apply them to campaigns ● track responses to campaigns At the beginning of each module there are learning objectives specific to that module’s content.

Audience and Prerequisites

This course is specifically designed for learners who are new to Affinium Campaign. Before attending the course, learners should have general computer experience and knowledge of database marketing.

Course Plan You will learn about and practice concepts, processes, and procedures of Affinium Campaign in this sequence. Since individual class experiences vary, not every topic will be presented on the day indicated.


Course Plan

● Offer Management, Response Tracking and Analysis (continued)

● Affinium Campaign Administration

Day Three

● Building a Campaign, Part 2● Offer Management, Response

Tracking and Analysis

Day Two

● Course Overview● Affinium Campaign Basics● Building a Campaign, Part 1

Day One

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About This Student Guide

Types of Learning Content

This course, and this student guide, incorporates several types of learning. ● lecture and demonstration by the instructor ● brief hands-on exercises during the lecture/demonstration portion of each

module ● a Workshop module at the end of this student guide, where you can apply

what you have learned throughout the course and build an end-to-end Campaign.

Exercise and Practice Scenarios

Where possible, in the module exercises you will develop two practical scenarios using Affinium Campaign. You will build one scenario during the module’s lecture and demo portion and the other in the Workshop.

Exercise and Practice “Catch-up” Templates

Each module contains exercises and practice sessions in which you can practice using Affinium Campaign on sample data. Exercises are cumulative, but there are files you can access that allow you to catch up on work you may have missed. These files hold Affinium Campaign templates. You will see this symbol in sections of the course where templates are available, or where there are quick “catch-up” instructions.

For more information, see “Using Flowchart Templates” on p 2-34.

Student Guide Conventions

Here are some of the conventions you will see most frequently in the student guide.

Convention

or Term Description Example

bold font

used to indicate any of the following: ● objects in Affinium Campaign’s interface (a menu item, tab, field, or button) ● keys on your keyboard ● text that you enter into a field, or a selection from a drop-down list

● Open the Summary tab for the Campaign.

● If the campaign you want to view does

not appear in the My Campaigns section of your Home page, click View all n campaigns.

italics used to introduce a term or to emphasize a point

A strategic segment is a list of IDs created by the Campaign administrator in a session and made available to all campaigns.


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About This Student Guide continued

Student Guide Conventions continued

Convention or Term

Description

Affinium Campaign

(capital A, capital C) refers to the software product Affinium Campaign

Campaign a campaign object used within Affinium Campaign campaign (lower case “c”) refers to a general marketing effort, not necessarily

associated with the Affinium Campaign software

Key Concepts and Glossary

Like other application software and the industries it serves, Affinium Campaign uses special terminology and concepts. This student guide defines those concepts at the point where they are introduced or first used, and collectively in Appendix B. Here is an example.

Symbols You will also see these symbols, mostly in the left margin.

This symbol… identifies…

a hands-on exercise within a module or section of the course

an Affinium Campaign “best practice”

a reference to Affinium Campaign documentation or other supporting material

Text in a gray box a “sidebar” with additional information

a place in the course where you can access a Campaign template for use in module exercises and practice

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The Affinium Suite

Introduction Affinium Campaign is one of the components in the Affinium Suite of products, that are described in this section.

Components

Component Description

Affinium Campaign™ Affinium Campaign™ automates the design, refinement and execution of marketing campaigns so users can efficiently and accurately identify who they want to target, match these individuals with the most appropriate offers, communicate through the most effective channel, and track, manage, and analyze contacts and responses. Affinium Campaign™ is a core component of the Affinium® software suite.

Affinium Model™ Affinium Model™ is a data-mining and predictive analysis application that provides segmentation and profiling, valuation, response modeling, and cross-selling features to solve specific marketing problems.


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The Affinium Suite continued

Components continued


Affinium Campaign eMessage™

Affinium Campaign eMessage™ is an optional module. It enables marketers to author, manage and execute personalized e-mail communications quickly and easily. Built-in best practices and templates ensure a consistent, repeatable, reliable process that delivers measurable results. Affinium Campaign eMessage is tightly integrated with Affinium Campaign™ as part of a complete marketing solution, so that Internet marketing can be coordinated with other efforts through a simple, intuitive process that drives powerful branding and effective loyalty-building promotions.

Affinium Campaign Optimize™

Affinium Campaign Optimize™ is an extension of Affinium Campaign that allows organizations to determine the optimal interaction strategies for each customer over time by looking across multiple Campaigns’ offers and channels. Affinium Campaign Optimize helps you limit contact fatigue, adhere to budget constraints, prevent conflicting offers, and meet channel or inventory capacity limitations. With Affinium Campaign Optimize, you can effectively target customers with timely, relevant offers to increase response likelihood, maximize marketing ROI, and develop long-lasting, profitable customer relationships.

Affinium Campaign Collaborate™

Affinium Campaign Collaborate™ is a Web-based, optional extension of Affinium Campaign that enables marketing organizations to distribute the execution of centrally managed marketing campaigns throughout the enterprise so that individuals, regardless of location, have access to parameterized marketing campaigns that are easy to configure and execute. In addition to executing campaigns, remote users have the ability to customize and tailor initiatives to their region. Affinium Campaign Collaborate allows organizations to ensure that corporate business rules, logic, and best practices are enforced, while allowing execution and controlled customization throughout the organization.


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Components continued


Affinium Campaign Interact™

Affinium Campaign Interact™ is an optional module for real-time personalized interactions that empowers marketers to create true multi-channel dialogues by easily coordinating real-time inbound treatments with proactive outbound treatments. Affinium Campaign Interact is a module within the Affinium Suite of enterprise marketing management software, and is integrated with Affinium Campaign. Affinium Campaign Interact evaluates the context of customer interactions then utilizes powerful analytics and user-defined marketing to logically deliver the optimal marketing message.

Affinium Plan™ Affinium Plan™ is a marketing planning application which empowers the entire marketing team to define, coordinate, resolve, automate, simulate, and monitor various marketing plans, programs and tasks across initiatives.

Affinium Detect™ Affinium Detect™ allows users to configure trigger patterns of activity that will be detected in large volumes of transactional data. Affinium Detect continuously tracks the "state" of millions of customer events to help users detect significant changes and trends, understand individual behavior patterns, and respond to those changes quickly. Customers or people within your organization can be notified when uncharacteristic behaviors are detected. The user also specifies which transaction information to pass on to Affinium Campaign or other Affinium Suite components to use in subsequent marketing interactions with the customer.

Affinium Leads™ Affinium Leads™ automates the process used to import, create, qualify, enrich, prioritize, assign, notify, track and measure leads follow-up. It analyzes lead generation effectiveness to deliver targeted, timely sales leads. Affinium Leads notifies users so they can act on leads quickly and measures whether leads are progressing according to desired sales processes and metrics.


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Users, Touchpoints, and Data Sources

The Affinium suite enables your organization to… ● gather and analyze knowledge from multiple data sources ● run and manage tailored programs for interactions through multiple touch

points ● identify customer wants and needs ● measure and optimize marketing effectiveness


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Users, Touchpoints, and Data Sources continued About Affinium Campaign


Affinium Campaign : What is it?

Software that automates the processes typical of marketing campaigns.• Design• Refine• Execute• Analyze

Get the right message to theright people at the right time via the

right channel.


Cross-channel campaign managementFlexible mapping to existing data sources Integrated analytics and segmentationDrag-n-drop simplicity for building campaigns

Affinium Campaign

Dynamic Data Infrastructure

Channel-specific Requirements

Coordinated Logic

Touch Points

Back Office

Plan &Design

DevelopMeasure& Assess

Execute & Track

Marketing Communication

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The Affinium Campaign Life Cycle

Overview This course focuses on the features and functions of the Affinium Campaign software, which is one of the tools and tasks of the Affinium Campaign process. This is the process that the Unica Consulting Services group follows.

Goals The Affinium Campaign process embraces two central goals. ● Encourage Affinium Campaign users to redesign business processes for more

efficient marketing initiatives and accelerate the learning on it. ● Provide a new workflow for campaign management that promotes

collaboration, reusability, and standardization across the design, execution and tracking processes.

Stages of the Life Cycle

Based on an approach developed by Unica Consulting Services, these are the stages of the overall campaign process. You use Affinium Campaign software in many, but not all, of the activities involved.


Stages of the Affinium Campaign Life Cycle

Define

Design

Decide

Deploy

Determine

Stage Key Activities

Prepare for the Campaign ● Develop Campaign objectives and specifications.● Define business objectives. ● Specify data requirements. ● Establish Campaign timelines. ● Compile the Campaign Specifications

Spreadsheet.


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The Affinium Campaign Life Cycle continued

Stages of the Life Cycle continued

Stage Key Activities

Design the Campaign Use the Affinium Campaign software to design the Campaign. ● Determine and design components. ● Build the Campaign’s queries, segmentation

hierarchies, output formats.

Design the Campaign (continued)

● Review results from test campaign runs. ● Make modifications to the campaign design as

needed. ● Save Campaign components for future use.

Execute the Campaign Deploy the campaign against production data.

Analyze Assess the effectiveness of the campaign through response data and other results such as ROI (return on investment).

Note: Campaign Best Practices

Starting in Module 1, this course will refer to best practices for using the Affinium Campaign software. See.” Affinium Campaign Best Practices” on p. 1-10.

Roles and Responsibilities

Several different people, with individual and shared responsibilities take part in the Affinium Campaign process, after the Prepare phase..

Stage Roles Responsibilities

Marketing Manager Communicate Campaign goals and objectives, segmentation requirements, and test and control group requirements.

Campaign Developer ● Lead “whiteboarding” sessions to gather campaign specifications.

● Design and optimize Affinium Campaign flowcharts that support marketing specifications.

● Modify the Campaign as needed to ensure the results are accurate.

Design the Campaign

Technical Lead ● Maintain extensive knowledge and understanding of the data schema and data structures required to support Campaigns.


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The Affinium Campaign Life Cycle continued

Roles and Responsibilities continued

Stage Roles Responsibilities Technical Lead ● Participate in design sessions as needed

to clarify data, data relationships, and input/output formats.

● Ensure that the database is optimized.

Design the Campaign

Campaign Designer/Marketing Manager

Specify target cells (optional).

Design the Campaign (continued)

Campaign Designer/Marketing Manager

Review sample Campaign results and verify that requirements are being met and sign off on the campaign specifications to move the campaign into production.

Campaign Developer or Technical Lead

Load the non-default production data catalog (optional) and initiate session processing.

Execute

IT Support Resource Monitor Campaign processing.

Campaign Developer Understand the definitions of responders and non-responders.

Analyze

Marketing Manager Analyze promotion results, Campaign effectiveness and financial implications.

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The Unica Training Curriculum

Overview This course, Introduction to Affinium Campaign, is part of a comprehensive training program offered by Unica.

Overview of Unica Training in North America

Unica Training delivers hands-on, job-focused instruction to ensure you achieve the largest benefit from your Unica Affinium solution. Each Unica training session is designed to provide attendees with the information and practical experience they need to use Unica solutions to get their jobs done.

A variety of learning environments are available to choose from.

● Public classroom training at our corporate headquarters in Waltham, MA. ● On-site classroom training at your facility, providing the opportunity to adjust

the agenda. ● Knowledge transfer sessions, offering cost savings and minimal employee

schedule disruption. ● Instructor-led online training, including hands-on exercises.

For further details about Unica’s course offerings, please consult the Unica Training Course Catalog, available on Customer Central or by contacting [email protected].

Course List Following is a list of courses offered along with a brief description of each.

This symbol… indicates…

an instructor-led classroom course

an instructor-led online course

a course that includes hands-on practice that is provided throughout the course using Unica’s own robust training data set that reflects real-world scenarios.

Course Description

Introduction to Affinium Campaign™ (Version 6.X or 7.X)

Participants will learn how to design, execute and measure cost effective, customer-driven interactions in this browser-based version of Affinium Campaign™. This course provides an excellent foundation in Affinium Campaign and is suitable for all levels of users.


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The Unica Training Curriculum continued

Course List continued

Affinium Campaign™ 6.X to 7.X New Features

This course provides participants who are already familiar with Affinium Campaign version 6.x functionality an in-depth review of the new features in Affinium Campaign 7. In this course participants will learn how to create and manage offers, offer templates, set up the new functionality in the Mail List and Call List processes, define and execute response tracking and set up in-depth security for Affinium Campaign. This course also includes hands-on practice throughout most of the session.

Introduction to Affinium Campaign™ Overview Online

This introductory course on Affinium Campaign is specifically designed for participants like Campaign Managers, Marketing Managers, IT Administrators and other interested parties who need to understand the capabilities of Affinium Campaign 6.X, but will not be regular hands-on users. Participants will be guided through all aspects of a pre-built campaign flowchart designed to reflect real-world use. This course provides an excellent overview for anyone who needs to understand the basic concepts and functions of Affinium Campaign.

Affinium Campaign™ Admin Online

Affinium Campaign Administration is comprised of three separate 2½ hour modules that may be taken separately or in conjunction with each other:

1. Architecture and Security 2. Configuration, Storage and Maintenance 3. Performance

For further details about Unica’s course offerings, please consult the Unica Training Course Catalog.


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Affinium Campaign™ Custom Macros Online:

Participants will learn how to leverage Custom Macros within Affinium Campaign. This course is suitable for Affinium Campaign™ 6.X or 7.X users and Unica partners.

Introduction to Affinium Campaign eMessage™

An introduction to the functionality in Affinium Campaign eMessage, Unica's email authoring and execution application. Participants will learn how to create, preview, test, execute and track personalized, permission-based electronic communications using Affinium Campaign eMessage. It prepares participants to work with challenging marketing scenarios having roles for an email marketing campaign director, a list designer, and an electronic document designer. This course focuses on best practices such as highly personalized communications, test mailings with production data, component re-use, and extensive reporting and is suitable for all levels of users.

Introduction to Affinium Campaign Optimize™

Participants will learn how to maximize the effectiveness of their campaigns by using Affinium Campaign Optimize with Affinium Campaign. This course provides an excellent foundation in Affinium Campaign Optimize™ and is suitable for all types of users.

Affinium Campaign Collaborate™ Configuration and Administration

Participants will learn how to use and administer Affinium Campaign Collaborate to support distributed marketing Campaigns. The course introduces students to administration of centralized target lists, On-demand Campaigns and Corporate Campaigns.

Introduction to Affinium Campaign Interact™

Participants will learn how to create multi-channel campaigns using real-time channels in Affinium Campaign Interact. This course provides an excellent introduction to Interact functionality and the steps required to build Affinium Campaign Interact flowcharts; it is suitable for all types of Interact users.


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Affinium Plan™ Administration

This course is designed to give Affinium Plan Administrators an overview of Plan Templates, as well as a more detailed understanding of how to create, edit and manage Plan Templates via the Affinium Plan Administration GUI and the Forms Editor. This course provides an excellent foundation in Affinium Plan Template Administration and is suitable for administrators of Affinium Plan. If you require, training for Marketing users of Affinium Plan, please contact your Customer Success representative.

Introduction to Affinium Leads™

Participants will learn how to create data and objects related to the lead management process, develop routing logic to prioritize, assign, notify and track leads. Participants will also learn how to view reports that measure the overall lead management process. This course provides an excellent foundation in Affinium Leads and is targeted to system administrators.

Introduction to Affinium Detect™

Participants will learn how to build the various components that comprise the behavioral patterns and resulting triggers that Affinium Detect is set to recognize in the ongoing stream of transactions.

Affinium NetInsight™ 7. X Administration

In this course participants will learn how to import website data, use profile configurations that alter the web log transformation process, navigate the user interface and reports in order to gain insight into website activity and lastly utilize command line procedures to automate the process of loading and updating web information into the reports on an ongoing basis.

Affinium Insight™ 7.X Administration

This course provides an introduction to Affinium Insight 7.X. Participants will hands-on exercises in order to learn how create a new user, create EasySet reports in Affinium Insight, navigate through the GUI interface and to create and modify Insight reports.


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Introduction to Affinium Model™ 7.X

In this course participants will learn how to turn historical customer data into actionable marketing intelligence using Affinium Model’s four modeling components. The course provides extensive hands-on practice using Unica’s own robust standard training data set that reflects real-world examples. In addition to the standard hands-on practice, the course includes additional labs and case studies for more advanced participants. This course provides an excellent foundation in Affinium Model 7.X and is suitable for all levels of users.

Module 1 Affinium Campaign Basics


In This Module This module contains the following sections.

Topic See Page

Module 1 Overview 1-1

Campaign Concepts and Terminology

1-2

Navigating Around the Affinium Campaign Interface

1-3

About Flowcharts 1-6

Affinium Campaign Best Practices 1-10

Module 1 Summary 1-12

1-1 Module 1: Affinium Campaign Basics

Introduction to Affinium Campaign v7.5/200810 1-1

Module 1 Overview

Introduction In this module you will begin to get familiar with Affinium Campaign™ and its user interface by building a simple Campaign.


Module 1 Overview

Learning Objectives• navigate through Affinium Campaign comfortably• identify and describe concepts and terminology

related to Affinium Campaign

Module Plan• Best practices overview• Navigation around Campaign

Learning Objectives

Upon completion of the module, you will be able to…

● navigate through Affinium Campaign comfortably

● identify and describe concepts and terminology related to Affinium Campaign

Module Plan This module, like most modules in this student guide, combines both lecture and hands-on practice.

● First, your instructor will discuss Affinium Campaign best practices, concepts, and terminology.

● From there, you will log in to the Affinium Campaign software and learn how to navigate around it.

Introduction to Affinium Campaign 1-2

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Campaign Concepts and Terminology

Overview Throughout this course, you will be exposed to many Campaign terms and concepts. This section provides a quick introduction

Key Concepts

Campaign a container for one or more flowcharts, executed in Affinium Campaign

flowchart one or more tasks, or processes, that Affinium Campaign executes to specify and select the desired target(s) of your marketing campaign, and optionally, assign offers to and track responses

This is the first of several Key Concepts blocks in this student guide. See also Appendix B.

Affinium Campaign processes

● action(s) taken in the course of the execution of a Campaign. ● typical processes may include

extracting data from a database creating segments and samples associating offers to contacts outputting contact lists monitoring responses

cell ● a list of IDs, often, but not always, customer IDs, that serve as input and output of processes in a flowchart

● Many processes in a flowchart take one or more cells as input, transform the data, and produce one or more cells as output.

Session ● a container for functionality that you use in Affinium Campaign to create fundamental, persistent, global data constructs (such as strategic segments and cubes) and then make those items available to all Campaigns

● Sessions are not directly used in Campaigns, but results of sessions are available to all Campaigns and flowcharts.

cube a multidimensional data structure based on strategic segments and data dimensions, used in flowchart processes or analysis

offer a single marketing communication or message that you send to target groups



Navigating Around the Affinium Campaign Interface

Overview In this section you will learn what the important features of the Affinium Campaign user interface are and practice moving around them.

Log On to Affinium Campaign

Your instructor will give you instructions for logging on to Affinium Campaign.


Affinium Campaign : Home Page

Campaign 7 is browser-based!Campaign User Interface

The Affinium Campaign Home Page opens immediately after you log on. It is the place where you can quickly see and act upon the information most relevant to you. Step Action

Exercise 1.1 The Home Page

1 Look at the navigation pane on the left side of the Home page. The sections of the Home page are identified with links. Click each of the links in succession, to open the pages for Campaigns, Segments, Offers, Sessions, Monitoring, and Analysis.




Navigating Around the Affinium Campaign Interface continued

The Home Page continued 1

cont’d

2 Return to the Home Page after viewing the links. 3 Look at the large sections on the Home page. Here is a summary.

Section Description My Recent Campaigns

● displays the most recent campaigns you created ● This section provides easy access to your campaigns

and campaign flowcharts. My Recent Sessions

● displays the most recent sessions you created ● This section provides easy access to your sessions

and session flowcharts. My Custom Links

displays links to Web sites or files that you have created

Search allows you to search for a set of characters in the names, descriptions, owners, or codes of all Campaigns, sessions, offers, or segments

4 You can customize the order and display of the sections on your Home

page. Use the Hide option, or the up and down arrows to modify the display.

Folders Most of the items in Affinium Campaign are arranged in folders and subfolders. You or your system administrator set up a folder structure to fit your business requirements




Navigating Around the Affinium Campaign Interface continued

Tabs Items within a subfolder are arranged in tabs. Click a link to open a tab.

● All Campaigns have a Summary, a Target Cells, and an Analysis tab. ● Each flowchart within a Campaign has its own tab.

Menu Bar The menu bar at the top of the page is context-sensitive.

Tips for Accessing Campaigns

Here are some navigational tips for finding, viewing, and editing Campaigns. ● Campaigns that you have created are listed in the My Campaigns pane on

the Home page. ● All Campaigns are arranged in folders on the Campaigns page. ● Click the magnifying glass icon ( ) to view. ● Click the pencil icon ( )to edit.



About Flowcharts

Overview This section focuses on the flowchart, the central element of a Campaign in Affinium Campaign. After establishing Campaign objectives, preparing data to be used in the Campaign, and optionally preparing objects, such as offers and strategic segments, that might be used in the Campaign, you are ready to build one or more flowcharts.


About Flowcharts

Define campaign by adding Flowcharts

Combining Affinium Processes to execute campaign steps

Flowcharts contain various processes• Select customers to target• Define output needed for contact• Create control and target groups• Track responders

Flowcharts Combine Processes

Flowcharts are a series of connected steps, or processes, that… ● select customers to target. ● define output needed for contacting customers. ● create control and target groups. ● assign offers to groups. ● track responders.

Processes Affinium Campaign uses three types of processes.

Process Type Description

Data Manipulation select, merge, segment, and sample customers to target in the Campaign

Run control the execution of the Campaign, generate output contact lists

Optimization track contacts and responses, and use the results of predictive modeling from Affinium Campaign, or from data mining products like Affinium Model to refine audience selection and maximize ROI.




About Flowcharts continued

Overview of Processes

When you build a flowchart you can use a number of different processes. Here is a summary of what they do. (Throughout this course, you will learn about many of these processes in detail.)



Affinium Processes dividedinto three categories:

• Data Manipulation (blue)

• Execution (red)

• Analytical/Optimization (green)

Data Manipulation Processes

Process Use it to…

Select select customer or prospect records based on

specified criteria.

Merge combine or exclude (suppress) customers from

your selection.

Segment divide customers into meaningful groups.

Sample create one or more groups for different

treatments.

Audience switch between and work with different target

entities, such as household, customer, or account

Data manipulation processes allow you to do things such as select customers, merge lists of customers, segment them into meaningful groups, and derive samples.

Extract pull data from any source and transform it to a

data table, for subsequent use in the flowchart.





Overview of Processes continued

Run Processes


Snapshot capture and output data from the flowchart at a

specified point.

Schedule automate flowchart execution.

Cube create dynamic data cubes that you can use to

visually select specific groups to include in a Campaign and to drill into reports.

Create Seg create reusable Strategic Segments for use in

one or many Campaigns.

Mail List output and track a list of customers for contact

by direct mail.

Call List output and track a list of customers for contact

by telemarketing.

Run processes control the actual execution of completed Campaigns, which includes the managing and generating output of contact lists, assigning offers to target audiences, tracking contacts, logging of data, and scheduling of Campaign or Session runs.

eMessage create lists to be used by a mailing tab to send

personalized e-mails

Optimization Processes


Track capture actual lists of contacts and change

contact status

Optimization processes let you fine tune your campaign to maximize effectiveness.

Response specify criteria for campaign responses and to

determine how and when responders will be tracked.

Optimize determine the best type of contact per customer

for a specified time period (for licensed users of Affinium Campaign Optimize).

Model generate response models using the Affinium

Campaign modeling engine.

Score identify the best customers or prospects for a

Campaign, by scoring incoming cells using models created in Affinium Model.





Process Status Indicators

When you run a process, you will see an indicator of the status of the process.


Flowchart Process Status Indicators

Error – hold mouse over box for error message

Process completed successfully.

Process running.

Process is waiting for schedule (Schedule and Response processes).

If process is gray it is not fully configured – hold mouse over process box for message.

If you change the configuration after the process has run successfully, you will get this message to notify you that results may change.

Indicator Description

(Process box grayed out.) Process is not fully configured.

Error -- Hold the mouse over the process to view an error message.

Process ran successfully.

Process is running.

Warning – process run results will be lost and process will need to be re-run. (Result of reconfiguration of the process.)



Affinium Campaign Best Practices 1-10

Overview This icon identifies “Best Practices” information in this student guide.

Affinium Campaign is software that automates processes that are typical in marketing campaigns. ● Preparation ● Design ● Execution ● Analysis

Note: Stages of the Affinium Campaign Process

The best practices outlined in this section are part of an overall Campaign process that Affinium Campaign users use. See “The Affinium Campaign Life Cycle” on p. ix of the Preface.


Stages of the Affinium Campaign Life Cycle

The Preparation Phase

In the preparation phase you set up the Campaign, name it and code it, and ensure that needed data is ready and available. At this point you would want to take the following steps: ● Name the Campaign and assign it a Campaign code. ● (As needed) Create folders and subfolders in Affinium Campaign to store the

Campaign. ● (As needed) Make available any needed data for the Campaign. The data is

in the form of tables and table mappings, strategic segments, and offers.




Affinium Campaign Best Practices continued

The Design Phase

In the Design phase, you use Affinium Campaign to build flowcharts.


Data Manipulation:• Select target audience• Suppress key customer groups• Create mutually exclusive segments• Sample for testing• Identify key marketing audiences

Contact/Execute:• Control scheduling• Generate output lists• Create promotion history• Integrate with fulfillment for print, email,

contact center, and online

Track & Optimize:• Integrate predictive models• Response tracking and attribution• Optimize across campaigns

Campaign Building Blocks: Processes

The Execution Phase

When the Campaign design is complete and the flowcharts have been configured, you can execute the Campaign. This means running one or more flowcharts associated with the Campaign.

The Analysis Phase

Affinium Campaign provides a series of reports that help you analyze Campaigns that have been executed.



Module 1 Summary

Overview This module followed the Campaign design best practice model by providing a quick glimpse of using Affinium Campaign to prepare, design, execute, and analyze a Campaign.


Module 1 Summary

Best Practices Model• Preparation• Design• Optimization

Navigating Around Affinium Campaign• Home Page• Navigation pane• process palette and workspace

Flowcharts• A series of connected processes that select customers,

define output, create control and target groups, and track responders

• Three types of processes: Data Manipulation, run, Optimization

• Process Status Indicators show the state of a process in the flowchart

Best Practices Model

A best practices model for building and executing Campaigns in Affinium Campaign has these phases: ● Preparation, in which you set up folders and subfolders, name the

Campaign, and make any needed data available. ● Design, in which you build flowcharts in Affinium Campaign. A Campaign

consists of processes that obtain the data, creates segments and samples and that run tasks to track responses.

● Execution, in which the flowchart(s) are run. ● Analysis, in which you track responses and refine audience selection.




Module 1 Summary continued

Navigating Around Affinium Campaign

Affinium Campaign’s Web-based user interface provides easy navigation around its components. Here is a summary of the key features.

Item Description Home Page a customizable page that lists summaries of

Campaigns, Sessions, Reports, and links that you use frequently.

navigation pane links to all components of Affinium Campaign ● process palette ● workspace

key features of the Campaign editing page

tab holds items (for example, Campaigns) within a subfolder

= View a tab = Edit a tab

Processes ● Processes are the steps within a flowchart that perform specific functions,

categorized into these three main areas: Data manipulation processes that select, merge, segment and sample customers to target Run processes, that control the execution of the Campaign flowchart, and generate output contact lists. Optimization processes, that track responses and can use the results of predictive modeling.

● When you build and run a flowchart, Affinium Campaign displays process status indicators that denote what is occurring in, or the state of, the process.

Module 2 Building a Campaign, Part 1



Topic See Page


Creating a Campaign 2-3

The Select Process 2-7

Associating Strategic Segments With Campaigns

2-12

The Merge Process 2-15

Building Queries With Dimension Hierarchies 2-19

Building Queries With Affinium Macros 2-22

The Segment Process 2-26

The Sample Process 2-31

Using Flowchart Templates 2-35


2-1 Module 2: Building a Campaign, Part 1


Module 2 Overview

Module Focus

This module and Module 3 provide an in-depth look at the building blocks of a Campaign flowchart. ● In Module 1, you learned the fundamentals of navigating through the

Affinium Campaign user interface. ● In this module, you will use those navigational skills while learning how to

configure processes that comprise a campaign flowchart.


Module 2 Overview

build and run a Campaign flowchart

working familiarity with the Select, Merge, Segment, and Sample processes

build and use a query in a Select or Segment process

use dimension hierarchies in queries

Learning Objectives

configuring processes that comprise a CampaignModule Focus

Learning Objectives

Upon completion of this module, you will… ● be able to build and run a Campaign flowchart in Affinium Campaign. ● have a working familiarity with the Select, Merge, Segment, and Sample

processes and be able to configure them. ● be able to build and use a query in a Select or Segment process using

Campaign’s built-in querying features and functions. ● be able to use an Affinium macro within a query.

Flowchart A flowchart is one or more tasks, or processes, that Affinium Campaign executes to specify and select the desired target(s) of your marketing campaign, and optionally, assign offers to and track responses. Building a flowchart is a major task in the design phase of a Campaign. See “Affinium Campaign Best Practices” on p. 1-10.



2-2 v7.5/200810 Module 2: Building a Campaign, Part 1

Module 2 Overview continued

Module Plan In this module, you will begin to build Campaign flowcharts, and learn what the various flowchart processes do and how to configure them. You will learn how to build a flowchart by following a real-life sequence of tasks that Campaign designers use. See “Practice Scenarios,” below. ● In preparation for building the flowchart, you will associate two frequently-

used features in Campaign – strategic segments and offers. These two features will provide easy access to objects that you may use in the flowchart as you build it.

● Next, you will begin building the flowchart itself. ● You will build the flowchart using the Select, Merge, Segment, and Sample

processes.

Practice Scenarios

This symbol identifies hands-on exercises

Your hands-on experience in this module will consist of using Campaign by working in two scenarios. There are short hands-on exercises in each section of this module, and a longer exercise in Appendix C of this student guide. ● Segment Enrichment Campaign

You will build a flowchart for a fictional financial services company that is engaging in a campaign to up-sell products to various segments of its customer base.

● Workshop: End-to-end Campaign in Appendix C

In the Workshop in Appendix C, you will build a Campaign that provides an opportunity for you to apply what you’ve learned throughout this course. The instructions are less specific than those in the module exercises.



Creating a Campaign

Overview This section guides you through the initial tasks of creating a Campaign in Affinium Campaign.

Step Action

1 From the Home page, click the Campaigns link on the navigation pane.

2 Click the Add a Subfolder… link. Result: The New Folders page opens.

3 Enter a folder name and a description for the new folder. For use in this class, you may want to name the folder with your name and the date, for example Tom_10_Sept2007.

4 In the Security Policy field, accept the default, Global Policy.

Exercise 2.1 Create a Subfolder

5 Click the Save Changes button. Result: The new folder is added to the folder list.

Best Practices for Naming Folders and Subfolders

Folders and subfolders store and organize several objects that you create and use in Affinium Campaign. Folders also group categories of items together and this can affect reporting on Campaigns. For example, the structure of folders and subfolders allows you to report on all Campaigns, or just Campaigns of a specific sub-type. Here are some general folder naming standards: ● Use folders to group items meaningfully. ● Folder names should accurately reflect their contents.




Creating a Campaign continued

Best Practices for Naming Folders and Subfolders continued


Folder and Subfolder Structure Example

Acquisition

RetentionLoyalty

Bonus PointsFree Merchandise

Monthly Mailings

Win-back

+

+

-

+

-

Campaigns

Exercise 2.2 Add a New Campaign

Follow these steps to create, name, and assign a Campaign Code to a new Campaign.

Step Action 1 Click the link to the Campaign folder that you created in the previous

exercise. 2 Click the Add a Campaign link.

Result: The New Campaign page opens.

3 Name the Campaign Module 2. A Campaign Code is a unique identifier. Campaign names do not have to be unique.

4 Enter any Campaign Code that you want, but be sure to follow the code format of Cnnnnnnnnnn. This means that the code must start with a capital C followed by nine digits.

5 Click the Save Changes button at the top or the bottom of the page. continued on next page




The next step is to add a new flowchart. Step Action

1 From the menu bar select Modify>Add a Flowchart.

Exercise 2.3 Add a New Flowchart

2 Name the flowchart M2A.

3 Enter a description for the flowchart: Segment Enrichment. 4 Click the Save and Edit the Flowchart button.

Result: The flowchart editing page opens.

Key Concept

a collection of mappings, or connections, to data sources (tables and/or flat files) that contain data that you use in Affinium Campaign

Table catalogs determine what data will be initially available for querying and how that data will be accessed.

table catalog

For example, default.cat is the name of a default catalog that may have been established on your system by your Affinium Campaign administrator.

Follow these steps to load the table catalog for the Campaign that you will work on in this module. Step Action

1 From the menu bar, select Admin>Tables. Result: The Table Mappings dialog box opens.

Exercise 2.4 Load the Table Catalog for This Campaign

2 Click the Load button. Result: The Load Tables dialog box opens.

3 On the Load Tables dialog box, click the Load table mappings from stored table catalog (existing mappings are cleared) option and click OK.





Load the Table Catalog for This Campaign continued 4 Browse to and select the table catalog named default.cat., which is

located at the root level.

5 Click the Load Catalog button. 6 Click the Close button.



The Select Process

Introduction Starting with this section you will build a Campaign flowchart and learn about the different processes that you can build them with.

Overview One purpose of a flowchart is to define the target group of a Campaign and prepare lists of target customers who will receive marketing communications. The Select process is one of the key building blocks in the construction and execution of a flowchart.


Select Process

Configuration options:• all IDs in a segment, table, etc.• selected IDs via a query

Purpose: define the criteria to select a list of customers from your data

Key Concepts

input An input to a process can be data from the database, another other data source, or a cell output by another process.

cell a list of IDs, often, but not always, customer IDs, that serve as input and output of processes in a flowchart Each process in a flowchart takes one or more cells as input, transforms the data, and produces one or more cells as output.

Strategic Segment

a reusable list of individuals, or other audience keys, that you can use in the Select process and in Analysis of a Campaign

What the Select Process Does

A Select process defines the criteria to construct a list of customers from your data. The Select process outputs a cell containing a list of customer IDs, which can be modified and refined by other processes.




The Select Process continued

In this exercise you will configure a Select process with a predefined Strategic Segment as input. (In later exercises you will use different inputs for a Select process.) Step Action

1 Return to the M2A flowchart that you started earlier, if it is not already open.

Exercise 2.5 Configure the Select Process

2 Add a Select process to the workspace. (On the process palette, click on the Select process and then click on the workspace.) Result: The Select process box is gray, signifying that it is not configured yet.

3 Double-click on the Select process box.

4 Click the Source tab. Identify the source (input) for the Select as the Loyal Core segment.

● In the Input field, click Segments>All Segments>Global Segments. ● Select Loyal Core.

5 Click the Select All Individual IDs option.





Configure the Select Process continued

Best Practice: Use a brief and descriptive name, no more than 32 characters. The text you enter in the Note field should be descriptive; common practice is to enter the selection criteria.

6 Click the General tab and enter the following In this field… enter… Process Name a descriptive name for the Select

process, for example Loyal Core. Note Loyal Core segment Output Cell Name (You can enter your own output cell

name, but for this example, accept the default.)

Cell Code Auto Generate option

(leave selected)

7 Click OK. 8 Now you are ready to run the Select process.

From the menu bar, select Run and then Save and Run Selected Process.

For this flowchart, you will need to add two additional Select processes that select all Individual IDs from other Strategic Segments. Step Action

Exercise 2.6 On Your Own: Configure Select Processes

1 Use a procedure similar to the exercise above to add two new Select processes to the flowchart.

2 Place each Select process box in the same row as the Loyal Core Select process.

3 Configure each Select to select all IDs from its respective segment.

Select the following segments: ● Private Bankers ● New Customers

4 On the General tab for each Select, name the Select process boxes appropriately and include a note.

5 Run each Select process after you configure it. 6 Save the flowchart.





Exercise 2.7 Configure a Select Process with a Query

In the previous exercise you configured the Select process with the default condition – Select All Individual IDs. In this example you will limit the input to select only IDs that meet a certain criterion: customers who live in the Pacific time zone. In the next section “The Merge Process,” you will suppress (exclude) those customers. Step Action

1 Add a new Select process, this time to the second row below the first Select on the left.

2 Double-click on the new Select process, and click on the Source tab. 3 In the Input field, use the drop-down list to browse to and select the

Customers table.

4 Click the Select Individual IDs With: option.

Result: Additional fields display and you will use these fields to build an expression for the query.

Affinium Campaign provides point-and-click or text editing features for you to build a query. Click on the Profile button to see a list of available values for a data field along with the number of records containing each value.

5 Using point-and-click mode, build a query with this expression: Time Zone = ‘PST’

In this field… select… Field Name Time_Zone (Use the Available Fields

window to select the field name.) Oper. = Value See Step 6, below.

6 Click in the Value field. Result: The (Profile…) option in the right-hand window is now activated.

7 Click the Profile option. Result: The Profile Selected Field dialog box opens.

8 On the Profile Selected Field dialog box, select ‘PST’ and click OK. continued on next page




Configure a Select Process with a Query continued 9 (Optional) Check and test.

To… click… and Affinium Campaign

will… check the query syntax

the Check Syntax button

check for errors in the query

count the number of Ids in the output cell

the Test Query button

count the number of IDs returned by the query

11 On the General tab, give the Select process a name, for example Pacific

Time Zone, and a description. 12 Click OK and run the Select process. 13 Click the Save Flowchart and Exit link.

About Profiling In the exercise above you used the Profile option. The Profile option lets you preview a list of distinct values and their frequency of occurrence for a selected field. You can profile any field that is available in any process where the Profile button appears. ● After selecting a field to profile, you select the Profile option, and then

Affinium Campaign compiles a list of values in the selected field and displays them in the Category column, and the corresponding Count of IDs for that value.

● When you select the Meta Type option, data types associated with fields containing dates, money, telephone numbers, and other numeric information are correctly sorted and binned using the meta data information, rather than sorting purely based on ASCII text.



Associating Strategic Segments With Campaigns

Introduction In the previous section, you used a Strategic Segment in a Select process in a flowchart. The Strategic Segment was available to the Campaign when you configured the Select process. In this section, you will learn how to associate a predefined Strategic Segment with a Campaign. This will make it easier to choose the segment in a Select process.

In this example, you will associate several Strategic Segments with your Campaign. Step Action

1 Navigate to the Module 2 Campaign Summary page.

2 On the Campaign Summary page, click the Add/Remove Segments… link.

Exercise 2.8 Associate a Segment With a Campaign

3 From the Add/Remove Segments window, browse to the Global Segments folder, and select the following segments: ● New Customers ● Revolvers ● Loyal Core ● Private Bankers

4 Click the (Add) >> button to add the Strategic Segments to the Included Segments list.




Associating Strategic Segments With Campaigns continued

Associate a Segment With a Campaign continued 5 Click the Save Changes button.

Result: The list of newly-added segments displays on the Campaign Summary page.

Results of Associating a Segment With a Campaign

● A Strategic Segment is a reusable list of customer groups that you can use in the Select process and in Analysis of a Campaign.

● Since the contents—the list of customers—of the Strategic Segment has already been associated, it is now easier to choose it in a Select process. ● A Campaign installation may also include a special Strategic Segment called

a global suppression segment which suppresses certain customers from all top-level Select, Extract, or Audience processes. Any configured global suppression is applied to your campaign automatically, without action by you.

Step Action

1 Return to the M2A flowchart and add a new Select process to the right of the top-level row of Select processes in the flowchart.

2 Double-click the Select process box.

Exercise 2.9 Configure a Select Process With an Associated Segment

3 In the Input field, click the drop-down list. continued on next page



Associating Strategic Segments With Campaigns continued

Configure a Select Process With an Associated Segment continued 4 Expand the Segments list.

Result: The Segments list displays the Segments that you associated with the Campaign, at the top of the list of segments.

5 Select the Revolvers segment. 6 Name the process Revolvers. 7 Run the process and save the flowchart, and keep the flowchart open

for the next exercise.



The Merge Process

Purpose The Merge process accepts input of any number of cells, and lets you specify which input cells are included, and how they are combined, and which are excluded (suppressed).


Merge Process

Merge Methods:•Merge/Purge on Include method produces a list of those IDs that appear in at lease one input cell.

•Match (AND) on Include method includes only those IDs that appear across all input cells

Purpose: specify which input cells are included and combined, and which are excluded (suppressed).

Scenario Example

In this section, you will learn about configuring a Merge process by linking all of the Select processes to it, and then excluding those customers who live in the Pacific Time zone.

Step Action

Exercise 2.10 Connect Processes

1 On the Process palette, click on the Merge process and insert it in the workspace in the second row next to the Pacific Time Zone Select process.




The Merge Process continued

Connect Processes continued 2 Connect the Select processes to the Merge process as follows:

● Place your cursor over the small square in the middle of the Select process until it changes shape to a three-pointed arrow.

● Click and drag from the Select process to the Merge process. ● Repeat the above two steps to connect each of the other Select

processes to the Merge process.

● (Optional) To display angled connecting lines between the processes,

right-click on the workspace and select View>Angled Connections. Result: The Merge process displays the cell counts for the input cells connected to it.

Merge Methods When you use a Merge process to combine cells, you can select either of two merge methods. ● The Merge/Purge on Include method produces a list of unique IDs that

appear in at least one input cell. ● The Match (AND) on Include method includes only those IDs that appear

across all input cells.

In this exercise, you will use the Merge/Purge on Include method to combine IDs from the input cells, and you will also use the Records to Exclude feature to set up a suppression of those customers who live in the Pacific time zone. Step Action

1 Double-click the Merge process.

Exercise 2.11 Configure the Merge Process

2 Click the Method tab. Result: The Method tab displays the cell input names in the Input list and in the Records to Include list.

3 Select the Merge/Purge on Include option, if it is not already selected. Result: Duplicate IDs will be eliminated and the resulting output list (cell) will contain customers who are in at least one input cell.





Configure the Merge Process continued 4 In the Input list, select Pacific Time Zone and then click the Add>>

button next to the Records to Exclude list. Result: This step suppresses those customers who live in the Pacific Time Zone.

5 Click OK. 6 On the General tab, enter a name and description for the Merge

process, for example Excl PacTimeZone. 7 Run the process.

The Campaign’s requirements also specify that all customers who have opted out of all marketing communications be excluded. Add another Select process and another Merge process to the flowchart to fulfill this requirement. Step Action

1 Add a Select process just below the “Pacific Time Zones” Select. ● Use the Customers table as input. ● Use the expression Opt_Out_All_Mktg = ‘Y’ in the query. ● Give the Select process a name (for example, “Opt Outs,”) and a

description. ● Run the process and save it.

2 Add a new Merge process to the right of the Select process you added in Step 1 above.

Exercise 2.12 On Your Own: Add Another Select and Another Merge Process

3 Connect the “Opt Outs” Select process to the Merge process. 4 Connect the Merge that you configured in Exercise 2.11 to the new

Merge process. Result: There should be two input cells in the new Merge process.





On Your Own: Add Another Select and Another Merge Process continued 5 Configure the Merge process with the following criteria:

● Use the Merge/Purge on Include method. ● Exclude the output cell from the “Opt Out” Select, but include the

output cell from the Exclude Time Zone Merge process. 6 Give the Merge process a name description, for example “Universe,”

and a description, “All eligible customers.” 7 Run the Merge process.

Save this campaign for now. You will return to it later in this module.

8 Click the Save and Exit link.



Building Queries With Dimension Hierarchies

Overview In this section, you will take a more advanced look at the Select process as you build queries based on dimension hierarchies, Affinium Macros, and derived fields.

Key Concepts

dimension hierarchy

● a set of predefined SQL selection queries that can be applied to any list of IDs, often defined in several levels that allow data to "roll up" from lower levels to higher ones

● time, geography, product, department, and distribution channel are among the most commonly specified dimensions.


Dimension Hierarchies

a set of SQL selection queries, set up in levels that “roll up,” that can be applied toany list of IDs

Select value(s) at any level.

Scenario You will use a different scenario from the previous exercise. The flowchart you will build in this exercise selects customers from strategic segments and dimension hierarchies based on the customers’ income category.

Step Action

1 Return to the Module 2 Campaign Summary page

Exercise 2.13 Create a New Flowchart

2 Add a new flowchart named M2B.




Building Queries With Dimension Hierarchies continued

Step Action

1 Add a Select process to the workspace.

Exercise 2.14 Configure a Select Process

2 Configure the Select process to select customers who are heads of households. ● In the Input field, select the Customers table. ● Click the Select Individual IDs with option. ● Enter the expression Head_Of_Hhold_Indicator = ‘1’. ●Enter a name for the Select process on the General tab, for example

Head of House.

3 Run the process.

Step Action

1 Check to see that the catalog for the dimension hierarchies is loaded. ● Click Admin>Dimension Hierarchies. ● Click the Load button. ● Select the Merge dimension hierarchy from stored table catalog (old

definitions are overwritten) option ● Navigate to the Class_Dimension_Hierarchies.cat catalog and click the

Load Catalog button. ● Click the Close button.

2 Add another Select process to the flowchart.

3 Connect the first Select to this Select process that you just added.

Exercise 2.15 Configure a Select Process Based on a Dimension Hierarchy

4 From the Select Based On drop-down, select Dimension Hierarchy.

A dimension hierarchy can be defined in several levels that “roll up,” as this one does.

5 Expand the Customer_Income_Ranges dimension and select All Income Levels.




Building Queries With Dimension Hierarchies continued

Configure a Select Process Based on a Dimension Hierarchy continued 6 Select the Middle dimension and click OK. 7 On the General tab, give the Select process a name and description, for

example Middle Income. 8 Run the Select process and keep this flowchart open for the next

exercise.



Building Queries With Affinium Macros

Overview This section introduces you to another way to build a query in Affinium Campaign—using the Query Helper and an Affinium macro.


Affinium Macros

Use the Query Helper to use Affinium macros in queries

Categories:• Statistical Functions • Math and Trigonometric Functions• String Functions• Date and Time Functions• Grouping Functions• Miscellaneous Functions

Can be used to build new Custom Macros or Derived Fields

Key Concepts

Affinium Macro A set of functions, available when building a query in Affinium Campaign, that take one or more input parameters and produce output. Some macro functions operate only on numeric data, others only on string data, others operate on dates, and some on both numeric and string data.

Query Helper Functionality within Campaign that provides selectable operators and functions that you can combine with available (selectable) data fields to build a query for accessing a subset of data. The Query Helper can help you construct queries using Affinium Campaign's macro language..




Building Queries With Affinium Macros continued

Key Concepts continued

Two Types of Macros

There are two types of macros in Affinium Campaign. ● standard Affinium macros, also known as standard or built-in functions (see

table, below) ● custom macros, which are user-defined macros that use either standard

functions or raw SQL This section focuses on standard Affinium macros. You will find more information and examples of custom macros in Appendix A.

Types of Affinium Macros

Here is a list of the types of standard Affinium macros and an example of each type.

Affinium Macro

Type Example Description

mathematical functions

data * multiplier ● Multiplies the two values. ● Returns one new column for each

input column. ● Multiplier can be a constant or

another data item.





Types of Affinium Macros continued

statistical functions AVG(data) Returns a new column containing one value (the average of all data values in the input column).

math and trigonometric functions

COUNT(data) Counts the number of values in the specified data range and returns a new column representing the number of IDs containing values within the specified data range.

string functions SUBSTRING(string_value, start_pos[,nchars])

● Extracts nchars characters from string_value starting at start_pos.

● If nchars is omitted, SUBSTRING extracts characters from string_value, starting at start_pos through the end of the string.

date and time functions

CURRENT_DATE([format]) Returns the current date, using the DELIM_M_D_YYYY format unless another format is specified.

grouping functions GROUPBY(data, keyword, rolled_data[, output_data])

Summarizes across multiple rows of data within a group.

In this exercise, you will configure a Select process whose query uses an Affinium macro. You will use the AVG function to query for customers whose six month account balance is greater than the average account balance of all customers. Step Action

1 Add another Select process to the M2B flowchart.

Exercise 2.16 Configure a Select Query that Uses an Affinium Macro

2 Connect the Middle Income Select process that you configured in the previous exercise to the new Select process.

3 In the Input field, select the Middle Income cell. 4 Click the Select Individul IDs With: option.





Configure a Select Query that Uses an Affinium Macro continued 5 Click the Text Builder button. 6 Expand the Accounts dimension and then double-click on the

Acct_Balance_Avg_6Month field.

7 Click the Query Helper button. 8 In the Text Builder window, enter > immediately after

Accounts.Acct_Balance_Avg_6Month. 9 Expand Statistical Functions and then double-click AVG.

Result: The Text Builder window displays Accounts.Acct_Balance_Avg_6Month>AVG().

10 Place the cursor inside the parentheses, and from the Available Fields list, double-click Acct_Balance. Result: The Text Builder window now displays: Accounts.Acct_Balance_Avg_6Month>AVG(Accounts.Acct_Balance)

11 Click the General tab and enter a name for the Select process, for example, 6MoBal>AvgBal.

12 Run the process. 13 Save the flowchart.



The Segment Process

Overview and Purpose

In this section you will learn how to use the Segment process to divide customers into meaningful target groups that you establish in the design and execution of your marketing efforts.


Segment Process

divides customers into meaningful groups

different from a Strategic Segment, which is persistent

can have multiple input cells; all receive the same segmentation

Segment vs. Strategic Segment

A Segment is different from a Strategic Segment, in the following ways. ●When you create a segment from the Segment process, you can use it only

within the flowchart it was created in. ● A Strategic Segment is persistent; it is available across flowcharts and

campaigns.

Key Concepts

source cell There must be at least one source cell to provide input to a Segment process. All selected cells must have the same Audience level.

multiple source cell segmentation

● If you use multiple cells as input in the same Segment process, they will all receive the same segmentation.

● You can achieve different segmentation by using separate Segment processes.




The Segment Process continued

Two Methods of Segmentation

When you create segments, you can configure them in either of two methods. This method enables you to Segment by Field ● select a field from your data sources

and create one segment for each distinct value in the field

● limit the number of segments generated, if desired

Segment by Query define each segment with a separate query

Exercise 2.17 Configuring a Segment Process

In this exercise you will use a Segment process to create four segments of account holders in your target group.

Step Action 1 Return to the M2A flowchart.

2 Add a Segment process to the workspace below the lowest Merge

process and connect the Merge to the Segment.

3 Double-click on the Segment process.

Result: The Segment Process Configuration dialog box opens. 4 Ensure that the input cell for the Segment process is Universe. 5 Select the Segment by Field option. 6 In the Segment by Field field, use the drop-down list to locate and select

Customers.Customer_Demographic_Info.Income_Range_Code. 7 Select only the highest three income ranges by removing all of the

other ranges and click the Remove button. Result: Only the following three income ranges now display in the list of segments. ● Income_Range_Code_110_150 ● Income_Range_Code_95_110





Configuring a Segment Process continued 7

cont’d ● Income_Range_Code_80_95

8 You can edit the names of the segments for brevity.

● Click (highlight) the first segment, Income_Range_Code_110_150 and click the Edit button.

● In the Edit Segment dialog box, change the name of the segment to HighInc_110_150.

● Change the names of the other two segments to MedInc_95_110 and LowInc_80_95, respectively.

9 Name the process SegbyIncRange. 11 Click OK and save the flowchart. 12 Run the process.

Best Practice: Naming Segments

When you name the segment, make the name meaningful, but short. As you connect processes together, cell names will be concatenated with their predecessors.

Exercise 2.18 Configure Mutually Exclusive Segments

You can use the Mutually Exclusive Segments option to ensure that different segments do not have the same customer IDs. In this exercise you will add another Segment process, and connect it to its predecessor Segment process. You will use the Segment by Query option.

Step Action 1 Add a new Segment process and connect the SegbyIncRange process to

it. 2 In the Input field, select Multiple Cells.

Result: The Select Cells to Use dialog box opens. continued on next page




Configure Mutually Exclusive Segments continued 3 Select all three input cells and click OK.

4 Click the Segment by Query option.

5 In the # of Segments field, enter 2.

6 Click the Mutually Exclusive Segments option.

7 Follow these steps to specify a query for, and name, the first segment ● Click on (highlight) Segment 1. ● Click the Edit button. ● Change the name of the segment to High Credit Limit. ● In the Select Based On field, use the drop-down list to select

Customers and expand it, and then expand Accounts. ● Double-click on Credit_Limit. ● Complete the query with > 5000. ● Click OK.

8 Repeat Step 7 to name and specify the query for the second segment. ● Name the second segment High Balance. ● Specify the query as Account_Balance >8000.

9 Place the High Balance segment first (at the top) of the order of segments. Use the Up or Down arrows to place the segment in the order list.

When you configure mutually exclusive segments, the order in which they are listed is important. See “More About Mutual Exclusivity,” below.

10 Name the process SegbyCredit&HiBal. Result: The segments you have created will be available to the next process, Sample, that you will learn in the next section.

11 Click OK and run the process. 12 Save the flowchart.





More About Mutual Exclusivity

● The Mutually Exclusive Segments option in the Segment process automatically creates output segments where each incoming ID is guaranteed to fall in at most one output segment.

● If the ID meets the criteria of multiple segments, it will be a member only of the first segment in which it qualifies (where the order of the segments is specified by the user configuration/order of the segments).

● Use the Up1 or Down1 buttons to reposition a segment in the order.

Why Did You Use a Second Segment Process?

You could have specified sufficient criteria in one Segment process in order to accomplish both levels of segmentation. However, by using separate Segment processes, you can… ● maintain clarity, by showing each step separately, or ● apply different criteria to the various inputs from the first Segment process.



The Sample Process

Overview The Sample process is another way to break down your target group, mostly for establishing target and control groups that you can use to measure the effectiveness of your marketing campaign.


Sample Process

use for establishing target and control groups

sampling methods• random• every other X• sequential portions

Purpose You use the Sample process to create one or more cells for different treatment as targets, control groups, or subsets of your marketing audience.

Uses By creating groups in a Sample process you can… ● set aside a small group to which you will send a different marketing

message, or no message at all. ● test whether one form or style of a marketing communication is more

effective than another. ● set up equal-sized groups, for example, quartiles.

Key Concepts

sampling method

The method by which samples are created. Affinium Campaign provides three sampling methods:

● random ● every other X ● sequential portions

multiple source cell sampling

● If you use multiple cells as input in the same Sample process, they will all receive the same segmentation.

● You can achieve different sampling by using separate Sample processes.




The Sample Process continued

Scenario Reset So far, in the sample Campaign in this module, you have built a flowchart that selects customers and segments them and sub-segments them.

Scenario Next Step

You now want to create samples based on the customer segments who have a high credit limit. You will create two output cells: ● a 10% sample (for use as a control) ● all remaining customers

Step Action

1 Add a Sample process to the workspace and place it to the right of the last Segment process.

Exercise 2.19 Configure a Sample Process

2 Connect the SegbyCredit&HiBal Segment process to the Sample process, and double-click on the Sample process.

3 Select the input for the process by clicking on the ellipsis button next to the Input field, and, in the Select Cells to Use dialog box, select (check the box) the following inputs:

● SegbyCredit&HiBal.HighCreditLimit_SegByIncomeRanges.HighInc_ 110_150

● SegbyCredit&HiBal.HighCreditLimit_SegByIncomeRanges.LowInc_ 80_95

● SegbyCredit&HiBal.HighCreditLimit_SegByIncomeRanges.MedInc_ 95_110

4 In the Number of Samples/Output Cells field, enter 2.

The number you specify here is the number of samples per segment.

5 Click the Specify Size by % option. continued on next page




Configure a Sample Process continued 6 Configure the two cells as follows:

Cell Output Name Size Max Size Sampling

Method Sample 1 Control 10% Unlimited Random Sample Sample 2 Target All Remaining

7 Name the Sample process and then click OK and run the process. 8 Save the flowchart.

Exploring Other Configuration Options in the Sample Process

Here is a summary of the other configuration options (options not selected in the exercise above.)

Option Name Description

Specify Size by # Records A fixed number of records to be included in the sample.

Max Size A maximum number of records to be included in the sample (a cap for the sample).

Max # Records Limits the number or records to a specified number when the sample is configured with Specify Size by Percentage.

Seed (for Random Sample) Accept the default seed, click the Pick button to generate a random seed, or enter a seed.

Every Other X Specified along with a data field, places every other record (from the data field you selected) into the samples.

Sequential Portions Places the first n records into the first sample, the next set of records into the second sample, and so on.

Sample Size Calculator Determines a statistically significant sample size continued on next page




Exercise 2.20 Optional Exercise: Sample with Sequential Portions

Assume that you would like to monitor the top 200 customers based on account balance, to determine how your offers influence their behavior over the next marketing period. In this exercise, you will create a sample with the top 200 customers by account balance.

Step Action 1 Add a Sample process to the left of the SegbyCredit&HiBal Segment

process. 2 Connect the SegbyCredit&HiBal Segment process to the new Sample

process. 3 Select these two segments as input:

● SegbyCredit&HiBal.HighBalance_SegbyIncomeRanges.HighInc_110_150

● SegbyCredit&HiBal.HighBalance_SegbyIncomeRanges.MedInc_95_110 4 In the # of Sample/Output Cells field, enter 1 and select the Specify Size by

# of Records option. 5 Under Sampling Method, click the Sequential Portions option. 6 In the Ordered By field, use the drop-down list to select

Customers.Accounts.Acct_Balance. 7 Click the Descending option. 8 In the Cell Name field, enter Top 200. 9 In the Max # of Records field, enter 200. 10 Name the Sample process Top 200. 11 Run the process and save the flowchart.



Using Flowchart Templates 2-35

Overview This section introduces you to copying flowchart processes or entire flowcharts

to other flowcharts or to templates.

Purpose You use a flowchart template for efficiency. Copying a process, a group of processes, or an entire flowchart, to a template makes it available for reuse.


Flowchart Templates

Design and configure one or more processes only once, and save them in the Template Library.

Copy a process, group of processes, or an entire flowchart to a template.

Paste template into a flowchart.

Exercise 2.21 Save a Flowchart as a Template

Assume that you want to save the flowchart that you have been building in this module as a template.

Step Action 1 In the M2A flowchart, select all processes and connectors by pressing

Ctrl + A. 2 Right-click, and from the popup menu, click Copy to Template Library…

Result: The Save Template dialog box opens. 3 Click the New Folder button and create a new folder with a name of your

choosing, for example [your initials]_Training. 4 Click on the new folder name in the folder list, and in the Name field,

enter a name for the template, for example Module2_M2A. Enter a note for the template, for example Segment Enrichment.Entire_Flowchart.

5 Click the Save button. 6 Click the Save and Exit link.




Using Flowchart Templates continued

Step Action 1 In the folder that you set up at the beginning of the course, add a new

Campaign named Module 3.

2 Create a new flowchart named M3A.

3 Right-click on the campaign workspace and click Paste from Template Library… Result: The Stored Template dialog box opens.

4 Navigate to the folder you created in Exercise 2.21 and click the name of the template you saved, for example (Module2_M2A).

5 Click the Paste Template button.

Exercise 2.22 Use a Template in a Flowchart

6 Click the Save and Run Flowchart link.



Module 2 Summary


Module 2 SummaryCreating a Campaign• Create a subfolder to store the Campaign.• Store in folders with meaningful names• Load the table catalog (mappings to data sources)

Flowcharts – a series of interconnected processes that determine Campaign target and control groups, define data output, and track responders

Select process- defines criteria to select a list of customers • input – queries, Strategic Segments, dimension

hierarchies• output – a cell containing a list of customer IDs

Creating A Campaign

These are preliminary steps you must take before designing and configuring a flowchart for a Campaign. ● Create a subfolder to store your Campaign. ● Use folders to group items meaningfully and folder names should accurately

reflect their contents. ● Add a new campaign by using the Add a Campaign link. ● Load the table catalog—a collection of mappings to data sources—that the

campaign will use.

Flowcharts Flowcharts are a series of interconnected processes that select customers to target, create control and target groups, define output for contacting customers, and track responders. ● Data manipulation processes select customers, merge lists, and segment

them into meaningful groups. ● Run processes control the execution of campaigns, assign offers to target

lists, and track contacts. ● Optimization processes enable you to maximize the effectiveness of a

campaign through such processes as modeling and scoring.







Merge process• input-one or more Select processes• output-combine and suppress

Derived field --a new variable that you can create from existing data

and reuseDimension Hierarchy --a set of predefined queries arranged in level that roll-up

Segment process –• divides target audience into meaningful groups• segment by field or by query

Sample process --used to set up target and control groups

Select Process One of the key building blocks of a flowchart, the Select process prepares a list of target customers by defining the criteria by which customers are selected.

● A Select process produces an output cell, or list of customer IDs. ● Processes further downstream in the flowchart modify and refine those

output cells. ● You have several options for configuring a Select process, including using a

Strategic Segment as an input, or using a query, from simple to complex to select the output list of customer IDs.

Merge Process A Merge process takes in one or more Select processes as input and combines them, and/or sets up suppression of groups of IDs.

Segment Process

● You use a Segment process to divide your target audience into meaningful groups.

● A Segment is different from a Strategic Segment in that it is available only within the flowchart it was created in. A Strategic Segment is available across flowcharts.

● Flexible Segment features include segment by field or query, and mutually exclusive segments.

Sample Process You use a Sample process primarily to set up target and control groups.

Module 3 Building a Campaign, Part 2



Topic See Page


Configuring Queries Based on Derived Fields

3-3

The Audience Process 3-8

The Snapshot Process 3-15

Moving “Up” the “Hierarchy” When Moving Down the Flowchart

3-19

The Extract Process 3-22

Table Mapping 3-26




Module 3 Overview

Introduction In this module you will learn how to configure and use several processes that refine your target data. In addition, you will learn about output processes that handle data that is selected by upstream flowchart processes.


Module 3 Overview

processes that refine target data

output processes

Module Focus

understand and create a derived field

working familiarity with the Audience, Snapshot, and Extract processes

identify when a flowchart “moves up the hierarchy” as a result of an Audience process switching from a more detailed to a more general audience level

initial exposure and practice with table mapping, Snapshot process

understand the purposes of, and have working familiarity with, Sessions

Learning Objectives

Learning Objectives

Upon completion of this module, you will… ● be able to create a derived field and configure a query with it ● have working familiarity with the Audience, Snapshot, and Extract processes ● be able to identify when a flowchart “moves up the hierarchy” as a result of

an Audience process switching from a more detailed to a more general audience level

● have acquired initial exposure and practice with table mapping ● understand the purposes of and have working familiarity with Sessions

Module Plan ● At the beginning of this module you will configure a Select process based on a derived field, a new variable that does not exist in the data source

● Next, you will learn about the Audience process, which helps you focus your campaign’s target group by either switching audience levels (target entities) or filtering IDs by their audience level.

● From there you will turn your attention to two output processes: Snapshot and Extract. (You will learn how to configure other output processes in Module 4).





● You will also take a closer look at table mapping, or the procedure by which you make data, other than data from Affinium system tables, available for use in Campaign flowcharts.

Complete this exercise to open the M3A flowchart that you saved in the previous module. If you need a refresher on how to complete these steps, refer to the pages shown in the right column. Step Action

1 Return to the Campaign named Module 3.

Exercise 3.1 Open the 3A Flowchart

2 In the Module 3 Campaign, open the flowchart named M3A.

3 Check the table mapping for the flowchart. Load the default catalog, if it is not already loaded.

2-5

4 Save the flowchart, and keep it open for the next exercise.



Configuring Queries Based on Derived Fields

Purpose When you build queries in Affinium Campaign, you may find that the data field you need isn’t available in the existing data sources. You can use a derived field to create a new data field from existing data.

Key Concept derived fields new variables that do not exist in a data source and are typically created using macros that work on existing fields


Derived Fields

Derived Fields are calculations you create and use “on the fly.”

Contain a simple calculation or complex macro.

You can profile them.

Use them in a query.

Use them in other derived fields.


Why Use Derived Fields?

Create fields and calculations that you don’t already have in a data source • Easy to check interim results• Helpful to plan fields to add to data source • Create “smart codes” for output

Transform data • Combine fields together• Convert string to number and reverse• Convert dates




Configuring Queries Based on Derived Fields continued

In a Select process you can use a derived field, which is a new variable that you create based on existing data, a mapped table, or a file, in a Campaign. In this example, you will create a derived field that uses a macro that you will find in Affinium Campaign’s Query Helper. The derived field will look at income data in a demographics table and group incomes into either a HIGH or a LOW group, based on selection criteria that you will define. Step Action

Exercise 3.2 Create a Derived Field

1 Add a new Select process on the workspace, next to the Universe Merge process in the flowchart.

2 Set the input to the Customers table.

3 Click the Derived Fields… button.

4 In the Field Name field, enter Target_Income_Group. continued on next page




Create a Derived Field continued 5 At the bottom of the Create Derived Field dialog box, click the Formula

Helper button. Result: The dialog box expands to display a list of available macros.

Locate and configure the macro in this step.

6 In the macro list, scroll to and double-click All Built-in Macros and then double-click IF. Result: Affinium Campaign begins to build the query by inserting the IF() macro in the query editing area.

7 With the insert cursor inside the parentheses, click in the Fields available for expression list, expand the Customer_Demographics_Info list, and then double-click Income_Range_Code. Result: The data field Customer_Demographic_Info.Income_Range_Code displays inside the parentheses.

The general syntax of the macro is IF(predicate_col, then_value, else_value)

8 Edit the expression within the parentheses to read as follows: IF(Customer_Demographic_Info.Income_Range_Code ='80_95' OR Customer_Demographic_Info.Income_Range_Code ='95_110','HIGH','LOW')

Result: A value of 80_95 or 95_110 in the Customer_Demographic_Info.Income_Range_Code field will receive a “HIGH” value and all other values in that field will receive a value of “LOW”.





Create a Derived Field continued 9 Click the Close button and then click OK. 10 Save the derived field with the following steps:

● Click the Derived Field button. ● Click the Stored Derived Field button. ● Click the Save Current Expression to Stored List option. ● Add a descriptive note and click the Save button. ● Click OK.

In this exercise, you will use the derived field you created in the previous exercise in a query that selects customers who are in the High Income group. Step Action

Exercise 3.3 Use the Derived Field in a Select Process

1 In the Select Process Configuration dialog box, select the Select Individual IDs with option and set the input to the Customers table.

2 In the Available Fields field scroll to, and expand Derived Fields.

3 Use the point and click method to build the following query:

Target_Income_Group=’HIGH’





Use the Derived Field in a Select Process continued 4 Click OK. 5 On the General tab, give the Select process a name, for example, High

Income. 6 Connect the Select process to the Merge process. Use the AND option

in the Merge process. 7 Save and run the process. 8 Run the branch of the flowchart from the Universe process. 9 Save the flowchart.



The Audience Process

Overview You can refine the selection of targets for a Campaign with an Audience process.

Purpose 3-8

Audience is a process that allows you to switch between and work with different audience levels in the same flowchart. Using this process, you also can select all, some, or a single ID at one level in relation to another level, for example, to choose one individual per household. (For examples, see “Uses,” on p.3-9).


Audience Process

A key entity around which your data is stored:• Household• Customer• Account

Audiences are often hierarchical• Household Customer Account• Company Division Customer Product

You can have an unlimited number of audience levels.

Key Concepts

audience/audience level ● a key entity, or unique identifier-such as household, customer, or account-that you want to work with in marketing efforts

● identified with a unique key in the data source ● created during the Table Mapping procedure in Affinium

Campaign ● used in counting and selecting members of a target

audience You must define an audience level in the data source so that it can be used in Campaign processes. You define an audience level when mapping a table in Affinium Campaign.

audience key an identifying field or fields in the data source, for example individual_id, account_number, or household_id




The Audience Process continued

Key Concepts continued normalized/non-

normalized table ● In a normalized table, each audience level entity (ID) has

only one record. ● In a non-normalized table the same ID can appear multiple

times (ID is not unique).

table mapping associating a source of data with a table in Affinium Campaign When tables are mapped, their audience level(s) are defined (see above).

Uses You use an Audience process for two primary purposes.

Purpose Description Example(s) You might use this method when…

filtering limits the number of audience members selected, based on a criterion you set

Select one customer in a household, based on the highest account balance.

you want to avoid sending duplicate mailings to the same household

switching changes from one audience level to another

After selecting households in New England, select customers with high incomes and suppress all customers with poor credit.

want to have selections or suppressions at different audience levels


Why Use the Audience Process?

The Audience Process leverages audience relationships to allow you to:

• Filter by limiting the number of audience members to be selected

Example: Select one Customer per Householdbased on highest balance.

• Switch between audience levels- Example: After selecting Households in New

England, select Customers with income > 50K.





Exercise 3.4 Add an Audience Process

Place the Audience process box in between the Universe Merge process and the first Segment process, as shown here:

Step Action

1 Open the M3A flowchart, if it is not already open.

2 Highlight the two Segment processes and the two Sample processes. and move them down.

3 Delete the connection between the Merge process and the first

Segment process. continued on next page




Add an Audience Process continued 4 Add an Audience process in the space created in between the Merge

process and the first Segment process.

5 Connect the Merge process to the Audience process and the Audience

process to the first Segment process.

In this exercise you will use an Audience process to choose one customer contact per household based on business rules. Step Action

1 Double-click on the Audience process.

Exercise 3.5 Configure the Audience Process

2 In the Choose Audience field, use the drop-down list to select Individual in

Customers. 3 Click the One Individual Entry per… option 4 In the pull-down list, select Household. 5 In the Based On…fields select Min Of and Customer.Acquired_Date.





Configure the Audience Process continued 6 On the General tab, name the process 1Cust/HH. 7 Click OK. 8 From the menu bar, click Run>Save and Run Flowchart. 9 Keep the flowchart open for the next exercise.

Other Uses of the Audience Process

In the exercise above you practiced one of the methods of using the Audience process, where you selected one customer contact per household, a fairly common practice in many Campaigns. Here is a summary of the other uses for the Audience process.


Audience Options

Rule-Based Best Member Selection

Select members by criteria

Count IDs (non-normalized)

Refine/Tighten Targets

Switch Levels only

Switch and Select

Switch and rule-Based Best Member Selection

Switching Between Audience Levels

Option Example Option(s) to Use in the Audience

Process

Notes

Rule-based best member selection

Select all customers in a household who have a Gold Account.

● One <name of audience level> per_______

● Based on_____ ● Filter

output limited to tables or associated dimension tables selected in Choose Audience field

filte

ring

optio

ns

Select at same audience level by criteria

Select customers over age 30.

Input and Choose Audience use the same table

works much the same as a Select process





Other Uses of the Audience Process continued

filte

ring

optio

ns

Count IDs, non-normalized (Select customers based on the number of rows they have in a table.)

Select customers who have been received 2 or more promotions.

● For Each Customer

● Based On

table selected in Choose Audience field must be non-normalized (See p.3-9)

Switch audience levels only

Input: household Output: customers Select all customers in a household.

Select All <audience level> entries

Switch audience levels and then select

Switch to customer level and then only select customers with a savings account.

● Select Some <audience level> entries

● Based on

output limited to tables or associated dimension tables selected in Choose Audience field

switc

hing

opt

ions

Switch and rule-based best member selection

Switch to customer level and then only select customers with the largest savings account.

● One <output audience level> entry per <input audience level>

● Based on _____ ● Filter

● establishes a 1:1 relationship between IDs at both audience levels

● Without a filter specified, input count = output count

Switching Audiences Hint

If you create a new audience process, but don’t see the correct selection in the choose audience drop down list, then that audience level has not been defined for that table.


Option Example Option(s) to Use in the Audience

Process

Notes




(Optional exercise). Many times the data that a marketer wants to use isn’t on a table with the same audience level. An Audience process allows you to “translate” that population. Assume that your marketing department recently added a new criterion: you can only talk with customers who come from households where there are children. This exercise finds the households that have children and then returns the customers within those households. Step Action

Exercise 3.6 Switch Audience Levels

1 Add a new Select process to the flowchart to the right of the first row of Selects in the flowchart.

2 Set the input to the Households table and configure the Select process

to use this query: Household_Demographic_Info.Number_Children>0.

3 Name the process box HH W Children and Run the Select process. 4 Add an Audience process directly below the Select process and connect

the Select process to the Audience process.

5 Configure the Audience process as follows:

● In the Choose Audience field, select Individual in Customers. ● Click the All Individual Entries option.

6 Name the process box Cust W Children. 7 Connect the CustW Children process to the ExclPacTimeZone Merge

process. Result: You can connect these two processes because the audience is the same.

8 Save and run the process and run the flowchart.



The Snapshot Process

Purpose 3-15

You use a Snapshot process to capture and output flowchart data at a specific time, generally for use outside of Affinium Campaign. You could use the output from a Snapshot to analyze customer information.


Snapshot Process

Export to a file or table and use that data in other Campaigns.

Maintain records of campaign target or control groups for regulatory or other purposes.

Uses You can use the Snapshot process for any of these purposes.

Purpose Description Techniques data preparation export to a file or table and

use that data in other Campaigns

data preservation maintain records of campaign target or control groups for regulatory or other purposes

● export data to a flat file ● export data to an existing

table ● create a new table in the

database, as a fixed-width flat file with a data dictionary, a delimited file, or a relational database table (unmapped)

Key Concepts

Affinium-generated fields

Identifying information for key Campaign components, such as Campaign Name, Flowchart Name, etc.

“de-duping” ● The process of removing duplicate customer and/or prospect information from a list.

● An advanced setting in the Snapshot process.




The Snapshot Process continued

Configuration Options

You can connect a Snapshot process to any other process that outputs one or more cells. When you configure a Snapshot process, you have several options for input and output.

Category Options

Individual cells Input options Multiple cells a file (most often used) a mapped table

Export options

a database table (unmapped)

Continue building the flowchart from the previous exercise on p.3-10, by adding a Snapshot process. Step Action

1 On the flowchart, add a Snapshot process below the Opt Out Select process and connect the Opt Out Select process to the new Snapshot process.

Exercise 3.7 Specify an Output File

2 Double-click the Snapshot process and click the Snapshot tab.

3 In the Export To field, select File. Result: The Specify Output File dialog box opens.

4 For this example, select the Delimited File, Comma, and Include Labels in Top Row options.

Note: In Step 5 you will identify the folder where the output file will be saved. For easier access, you might want to create a new folder on the server to hold output files.

5 Click the Browse button next to the File Name field and browse to the folder on the server that you are using to store output files. Name the output file M3A_Snapshot. Click Open.

6 Back on the Specify Output File dialog box, click OK. 7 On the General tab, give the Snapshot process a name and a

description.





Exercise 3.8 Select the Data for the Output File

(You must complete Exercise 3.7 before you start this exercise.) Continue configuring the Snapshot process by selecting the data that the output file will contain. Step Action

1 On the Snapshot tab, select the Replace All Records option. 2 From the Candidate Fields list, select the data fields that you want on the

output file, for example, ● Individual_ID ● Customer.Accounts.Acct_Balance ● Customer_Contact_Info.First_Name ● Customer_Contact_Info.Last_Name ● Customer_Contact_Info.Phone_Number ● Customer_Contact_Info.City ● Customer_Contact_Info.State

3 Click the More button. ● Select the Skip Records with Duplicate IDs option. ● In the Based On field, select MaxOf. ● In the field next to the MaxOf field, select

Customers.Accounts.Acct_Balance.

4 Click OK. 5 Run the Snapshot process and save the flowchart. 6 Click Save and Exit. 7 Check the output file:

●. On the server, navigate to the folder containing the output file. ● Open the file in a text editor such as Notepad++ and view its

contents.

8 Save and run the process. continued on next page




Additional Snapshot Options

Here is a summary of some additional options associated with the Snapshot process.

Option Description

Use a derived field in the output.

Use any of the capabilities of derived fields, for example, reducing a very long field to a limited number of characters. See p.3-4.

Skip Records with Duplicate IDs (“de-duping”)

Outputs a single entry in the output file in the case where there might be duplicates, for example where the data in the output list might be from a dimension table that has a different audience level than the input cell

Click the More button to access these options.

Order By Sorts the data by a designated field

Cell Codes You can override the default cell codes.



Moving “Up” the “Hierarchy” When Moving Down the Flowchart

Overview In this section, you will look at a situation that can arise when you use a flowchart to switch audience levels from a more detailed level to a more general level and use an output process like Snapshot.

Moving From a General to a Specific Audience Level

Most times when you switch audience levels using the Audience process, you move from a more general to a more specific level, for example when you switch from Household to Customer.


Audience: “Hierarchy” of Information

Household

Individual

Account

general

specific


Audience: Moving Up the “Hierarchy”

Select at customer audience level

Switch to household audience level(move up)




Moving “Up” the “Hierarchy” When Moving Down the Flowchart continued

Example When you use the Audience process to switch audience levels from the customer audience level to the household audience level, you might encounter unanticipated results. This diagram illustrates this situation.


Audience: Moving Up the “Hierarchy”

Customer IDs

1234

Customer IDs

3

Customer IDs124

Cust IDs -> HH1 1002 1014 101

DataCust HH Opt Out1 100 02 100 13 101 04 101 0

includes HH101, which has an Opt-Out

customer

Description Example Data

In your flowchart, you configure two Select processes and one Merge process, selecting data at the customer audience level, and then suppressing customers who have opted out.




Moving “Up” the “Hierarchy” When Moving Down the Flowchart continued

Example continued

Description Example Data

Next, you add an Audience process that switches to the Household audience level. The table that the Household level maps to is non-normalized, meaning that there can be duplicate Household IDs in the table.

Finally, you connect a Snapshot process and discover that the output contains customers who have opted out. Result: The output file contains households that you do not want to contact.

Additional Notes

● You may have to reapply some processing that might have been applied upstream, for example another suppression.

● A best practice is to start upstream with a more general audience level, then move to a more specific one if necessary. Suppressions at a more general level will eliminate more records (better processing practice) earlier in the flowchart.


Audience continued

Customer IDs

1234

Customer IDs

3

Customer IDs124

Cust IDs -> HH1 1002 1014 101

includes HH101, which has an Opt-

Out customer

Selection from normalized table

Selection from non-normalized table

Solution: Replace the suppression

Output process brings back IDs that were earlier suppressed



The Extract Process

Purpose The Extract process allows you to select fields from one table and write them out to another table for subsequent processing. ● It is designed to pare down large amounts of data, such as transactions, to a

manageable size for subsequent operations. ● The result is vast improvements in performance.

Uses One of the best uses of the Extract process is to create a subset of data from a non-normalized source, such as a transaction table, and then use that data in another process. ● Since the output of an Extract process is data from a table and not just IDs

at the given audience level, you can use an Extract to specify the output you want.

● After configuring an Extract process, you use the extracted data in a subsequent process—a Segment process, for example. Instead of segmenting based on the entire data set, you can segment based on the smaller amount of extracted data.


Extract Example

Data

CustID DateAmt.

A 1 100 A 2 500 A 3 200 B 1 750

CustID A

CustID Date Amt. A 1 100 A 2 500 A 3 200

CustID Date Amt.

A 2 500 A 3 200

Select criterion:Date >=2




The Extract Process continued

Uses continued


Extract Example continued

Data

CustID DateAmt.

A 1 100 A 2 500 A 3 200 B 1 750

CustID A

CustID Date Amt. A 1 100 A 2 500 A 3 200

CustID Date Amt.

A 2 500 A 3 200

Select criterion:Date >=2

Select criterion is applied at the audience level

Every transaction must meet the criterion.

Extract Example

Perhaps the best way to illustrate how the Extract process works is through an example that compares Extract to Select->Snapshot when applied to non-normalized data.

Assume you have customer transaction data in a non-normalized table, shown below. Assume that you want to select the lifetime purchases of any customer since the 2nd (Date = 2).

CID Date Amount

A 1 100 A 2 500 A 3 200 B 1 750





Extract Example continued

Extract Select->Snapshot

In a Select process, apply selection criterion: Date >= 2 Result: CID=A

Apply selection criterion: Date >= 2 and specify CID, Date, Amount. Result: Output data put in a table and is available for use by subsequent processes.

CID Date Amount A 2 500 A 3 200

Output to a Snapshot process, specifying CID, Date, Amount. Result:

CID Date Amount A 1 100 A 2 500 A 3 200

Sum 800 Use the data from the Extract process in another process downstream in the flowchart.

Note: You could use Select->Snapshot and a select statement such as Groupby_where(CID,SumOf,Amount,Date>=2), but this will require more processing overhead.

Exercise 3.9 Configure an Extract Process

To demonstrate how to configure an Extract process, create a new branch to the M3A flowchart, starting with an Extract process.

Step Action

1 Add an Extract process to the right and below the Merge process (see diagram above).

2 Connect the Merge process to the Extract process. 3 On the Extract tab, identify the landing source as DCC.

Result: The output for this extract will be located in the DCC database. 4 Configure the Source tab as follows:

● In the Select Based On field, select Customer_Transactions. ● Create a derived field named Average_Transaction_Ext_Amt that uses

this expression: GROUPBY(Indiv_ID,AvgOf,Ext_Amount). ● Select records with this expression: Ext_Amt > 125.





Configure an Extract Process continued 5 Click the Extract tab and select the following fields to extract:

● Customer_Transactions.Indiv_ID ● Customer_Transactions.Product_ID ● Customer_Transactions.Ext_Amount ● Average_Transaction_Ext_Amt

6 On the General tab, name the process Large Transactions. 7 Save and Exit the flowchart or complete the exercise below then save

and exit the flowchart.

Add and configure a Snapshot process that is connected to the Extract process you configured in the previous exercise. If you need a refresher on configuring a Snapshot process, see “The Snapshot Process,” p.3-15. Step Action

1 Add the Snapshot process below the Extract process that you created in the previous exercise, and connect the Extract process to the new Snapshot process.

Exercise 3.10 On Your Own: Configure a Snapshot Process

2 Select the following fields to snapshot: ● Individual_ID ● Customers.Customer_Contact_Info.First_Name ● Customers.Customer_Contact_Info.Last_Name ● Customers.Customer_Contact_Info.City ● Customers.Customer_Contact_Info.State ● Extract.Average_Transaction_Amt

3 Name the process Large_Transaction_File.



Table Mapping

Overview 3-26

In the Audience Process section of this module, you were introduced to the concept of table mapping. In this section you will learn how and why to map tables.

Purposes ● You use table mapping to make data available to Affinium Campaign from a source other than Affinium System tables, enabling access to data on an as-needed basis while building a Campaign.

● You also use table mapping to build the catalogs that you use in Affinium Campaign.

Key Concepts Some of the concepts introduced earlier in this module are also relevant to table mapping (definitions repeated here for convenience).

audience/audience level

● a key entity, or unique identifier-such as household, customer, or account-that you want to work with in marketing efforts

● identified with a unique key in the data source ● created during the Table Mapping procedure in Affinium

Campaign ● used in counting and selecting members of a target audience You must define an audience level in the data source so that it can be used in Campaign processes. You define an audience level when mapping a table in Affinium Campaign.

normalized and non-normalized table

● In a normalized table, each audience level entity (ID) has only one record.

● In a non-normalized table the same ID can appear multiple times (ID is not unique)

profiling ● a feature in an Affinium Campaign process that lets you preview a list of distinct values and their frequency of occurrence for a selected field

● When you map tables into Affinium Campaign, you can choose to pre-compute (profile) lists of distinct values for selected fields. This can improve performance later when users profile these fields as they are constructing queries.

table catalog a collection of mappings, or connections, to data sources (tables and/or flat files) that contain data that you use in Affinium Campaign




Table Mapping continued

Types of Tables That Can be Mapped

Here is a summary of the types of tables that you can map.


Table Mapping: Table Types

Base Table: • Any table with a “marketable entity” on it.

Examples: customers, households, accounts. • User defines the ID(s) to be used

Dimension Table:• Augments a base table. Ex. Demographics provide

information on customers• No key defined, but a join field(s) is identified

General:• No key defined • Used for output purposes only

Type Description

base record table a data table that identifies marketable entities such as individuals, businesses, and households to whom you want to direct marketing campaigns

dimension table a data table that contains information that augments a base table; for example, demographics based on ZIP code, accounts belonging to a customer

general table a free-format table for exporting data from Affinium Campaign to a flat file with data dictionary or to a relational table in a database

In this exercise you will create a mapping to an existing table in the database. When you map in a table, you can assign a name (known as the Affinium Table Name) that you will be able to refer to this table by in Affinium Campaign. In this example, you will map in the dbo.indiv table and assign it a name of Individuals Step Action

1 From the navigation pane, click the Administration link.

Exercise 3.11 Mapping in an Existing Base Table

2 Click the Manage Table Mappings link. Result: The Table Mappings dialog box opens.





Mapping in an Existing Base Table continued 3 Click the Show User Tables option. 4 Click the Load button. 5 From the Stored Table Catalogs dialog box, select default.cat and click

the Load Catalog button. 6 Click the New Table button. 7 In the Table Types list, select Base Record Table and click the Next button. 8 On the next screen in the wizard, select the DCC database and click the

Next button. 9 In the Source Table field, scroll to and select dbo.indiv and click the Next

button.

10 On the next screen of the wizard, in the Affinium Table Name field, enter

[Your_Name]_Individuals and click the Next button. Note that on this screen you can also assign Affinium Field Names for the individual fields in the table.

11 On the next screen in the wizard do the following: ● In the Audience Level field, select Individual. ● Select the The audience level is normalized in this table option. ● Click the Next button.

12 On the next screen in the wizard, (the Specify Additional Audiences screen), click the Next button.

13 Click Next on the Specify relationship to existing Dimension Tables screen.

Keep the Table Mappings dialog box open for the next exercise.

14 On the Specify fields for which a stored list of values will be computed screen, select the Allow real-time profiling option and click the Finish button. Result: Affinium Campaign maps in the table and the newly-mapped table now displays in the list on the Table Mapping dialog box





Exercise 3.12 Mapping a Dimension Table Linked to a Base Table

Assume that you need to map a new table that has demographic information about your customers, but company policy does not allow inclusion of the phone and fax fields. In this exercise you will map the Contact table as a dimension of the Demographic table. Step Action

1 Starting from the Table Mappings dialog box, with the Show User Tables option selected, click the New Table button.

2 In the Table Types list, select Dimension Table and click the Next button. 3 On the Specify whether the new table is a flat file or database table dialog box,

select the Map to Existing Table in Selected Database option, select the DCC database and then click the Next button.

4 In the Specify the new table’s source database and fields select dbo.indiv_contact in the Source Table field.

5 Remove the Phone_Number and Fax_Number fields from the New Table Fields list, and click the Next button.

6 Enter the following information. In this dialog box… enter or select, and then click

the Next button… Specify table name and field information

[Your_Name]_Individuals_Contact_ Information

Specify the Dimension Table’s Key Field

● Key Field: Indiv_ID ● Key fields are normalized in this table ● Table Join Method: Auto

Specify the relationship to existing Base/Dimension Tables

Base [Your_Name]_Individuals Related Table’s Key Field: Indiv_ID

Specify the fields for which a stored list of values will be computed

● Uncheck the Allow real-time profiling option.

● In the Select Fields to pre-compute distinct values window select First_Name, Middle_Name and Last_Name.

Keep the Table Mappings dialog box open for the next exercise.

7 Click the Finish button. Result: Affinium Campaign maps in the table and the newly-mapped table now displays in the list on the Table Mapping dialog box.





Exercise 3.13 Mapping a Flat File as a Base Record Table

In Exercise 3.7 and Exercise 3.8, you exported data from a process to a flat file. Assume now that you want to have that data available to other processes and flowcharts in Affinium Campaign, so you will map it as a base table. Step Action

1 Click the New Table button. 2 Select the option to map in a base record table. 3 Click the Map to Existing File option and click the Next button.

Result: A series of dialog boxes will open, one at a time. 4 On the Specify the source data file and data dictionary for parsing the data file

dialog box, enter the following information, and then click the Next button.

In this field… enter or select… File Type Delimited File Settings First Row of Data Contains Field

Names Field Delimiter COMMA Qualifier None Source File Click the Browse button and navigate to

[your_folder_name]\M3A._Snapshot.dat (This is the output file you created in Exercise 3.7 and Exercise 3.8.)

5 Enter or select the following information.

In this dialog box… enter or select, and then click

the Next button… Specify the new table’s fields dialog box

● In the Source Table Fields, list change the width of the Indiv_ID column to 8.

● Click the Next button. Specify table name and field information

[Your_Name]_opt_outs

Specify the selected table’s audience level and assign IDs to it

Individual Indiv_ID(Numeric)

The Audience level in this table is normalized?

Chose the check box

Specify additional audience levels

(leave empty)

Specify the fields for which a stored list of values will be computed

Allow real-time profiling





Mapping a Flat File as a Base Record Table continued Keep the Table Mappings dialog box open for the next exercise.

6 Click the Finish button. Result: The newly-mapped table now displays in the list on the Table Mapping dialog box.

You must complete the previous table mapping exercises in order to complete this procedure. Step Action

1 On the Table Mappings dialog box highlight (Control +click) the three tables that you mapped in the previous exercises.

Exercise 3.14 Create a New Catalog With the New Table Mappings

2 Click the Save button.

3 Select the Save only selected table mappings to stored table catalog option. 4 Click OK. 5 Name the catalog [your_name]_catalog. 6 Click the Save button.

About Table Mappings When Using a Template

If you paste a template into a flowchart that has different table mappings, the subsequent mapping is augmented but not replaced by the new mapping, unless the table name(s) are the same.



Module 3 Summary


Module 3 SummaryAudience Process• Audience level is defined when table is mapped• Use an Audience process to filter the number of

audience members selected, or to switch audience levels.

Moving “up” the hierarchy• can occur when using an Audience process to switch

from a detailed audience level to a more general one (records that you want to exclude may reappear in the output)

• Best practice: start “upstream” with a more general audience level

Snapshot• captures output from a flowchart at a specific point

Building Queries with Dimension Hierarchies and Derived Fields

● A derived field is a new variable that does not exist in the data source, that you can create using expressions or macros on existing fields.

● A dimension hierarchy is a set of predefined queries that is defined in several levels that allow you to select data at any level.

Audience Process

An Audience process enables you to fine-tune your selection of target groups for a campaign by switching between audience levels.

● An audience level is defined when a table is mapped in Affinium Campaign. A

data source can have one or more audience levels. ● Use an Audience process to filter, or limit, the number of audience members

selected, or to switch from one audience level to another. ● For example, after selecting customers, you may switch to a household

audience level to select only one customer per household (“householding”). ● The Source tab on the Audience process indicates the input audience level,

the output audience level as well as filtering and switching options.





Snapshot Process

● A Snapshot process captures output from a flowchart at a specific point. ● You use it mostly outside of Affinium Campaign, to analyze customer

information. ● You can export data via a Snapshot process to a flat file and use that data in

other Campaigns.

Moving “Up” the “Hierarchy”

● A situation called moving up the hierarchy can arise when you use an Audience process and later a Snapshot process, and then discover that the output contains IDs that you may not have anticipated.

● When you use an Audience process to switch from detailed audience level to a more general one, records that you want to exclude may reappear in the output.

● You do not need to avoid moving up the hierarchy; you may want to do so deliberately.

● If so, you can use additional flowchart processes for suppression. ● A best practice rule is to start “upstream” with a more general audience level

and then move to a more specific one, if necessary.



Table Mapping• makes data available from a source other than

Affinium tables• map base, dimension, or general tables, from

database tables or flat filesExtract• select table data, not just Ids and write them out for

further processing





Table Mapping ● You use table mapping in Affinium Campaign to make data available from a source other than Affinium tables. This makes data available for selection and analysis in campaigns.

● You can map any of several types of tables: base or dimension tables, or general tables.

● Affinium Campaign employs a guided procedure, like a wizard, to guide you through mapping tables.

Extract ● With an Extract process you can select table data, not just IDs, from a table and write them out to another table for further processing.

● One of the best uses is to create a subset of data from a non-normalized source such as a transaction table, and then use that data in another process.

Module 4 Offer Management andContact Processes



Topic See Page


Offers Overview 4-5

Offer Attributes and Variations 4-8

Creating Offers 4-13

Using Offer Lists 4-18

Assigning Offers 4-23

Cell Management 4-31

The Track Process 4-38


4-1 Module 4: Offer Management and Contact Processes


Module 4 Overview

Introduction In this module you will learn how to set up and use offers in Campaigns. You will also learn how to track responses to Campaigns. You will also practice using many of the features and functionality related to both subjects.


Module 4 Overview

Learning objectives:

gain working familiarity with offers and response tracking in Affinium Campaign

set up static and parameterized offers in a Campaign

configure Track, Mail List, and Call list processes

use a Target Cell Spreadsheet for “top-down” cell management

Learning Objectives

Upon completion of this module, you will… ● have working familiarity with the concepts related to offers and response

tracking in Affinium Campaign.

● be able to set up static and parameterized offers.

● be able to use offers and offer lists in a Campaign.

● configure the Track, Mail List, and Call List processes.

● configure and use a Target Cell Spreadsheet for “top-down” management of target cells.



4-2 v7.5/200810 Module 4: Offer Management and Contact Processes


Module Plan

See p.4-24 for setup steps for the exercises in this module.

The learning topics in this module follow an offer and response cycle (see below). ● The module begins with a discussion of offers and offer management. You

will learn about offer concepts and practice creating offers and offer lists. ● After learning how to set up offers, you will then learn how to assign them

to cells using the Mail List and Call List processes. ● Cell management is the next topic that you will learn. It enables “top-down”

or “bottom-up” assignment of cell names, cell codes, and offers. You will address the conclusion of the cycle—that is, response history and results analysis—in the following module.

The Offer and Response Cycle

This module is organized around the offer and response process in Affinium Campaign. Here is high level overview.


Affinium Campaign : Offer-Response Cycle





The Offer and Response Cycle continued


Offer and Response Tracking --High Level View

1. Create offer and cell attributes

2. Design offer template (separate ones for students, institutional, etc.)

3. Create offers

4. Build flowchart

5. Assign offers

6. Track responses

7. Analyze results

At this point… this happens…

Create Offer You establish offers in the offer repository.

Assign Offer You assign offers to contacts in a flowchart.

Log to Contact History A list of customers is generated and a record of those assignments is stored in Affinium Campaign contact history tables.

Response Tracking You configure a Response process to capture and process response data.

Log to Response History Response data is stored in Affinium Campaign response history tables.

Reporting and Analysis You run reports to analyze the results.

Tasks in the Offer and Response Management Life Cycle

Here is a closer look at the Offer-Response life cycle. In this view you can see the tasks involved in each phase of the life cycle. In this module and the next, you will learn how to perform those tasks and learn the key concepts involved in each phase.

Phase Task Description

Create Offer Create the offer. Using offer templates, create offers in the offers repository.





Tasks in the Offer and Response Management Life Cycle continued

Phase Task Description

Create the cell. Configure and run one or more data manipulation process(es) to generate the output cell.

Assign the offer to the cell.

Assign offers to output cells.

Assign Offer

Set parameterized attributes of the offer.

(where applicable) For offers that have parameterized attributes, select the attribute value appropriate for the cell.

Log to Contact History

Save and Run the Campaign flowchart in production.

Execute the flowchart(s). The contact-specific information is logged to Campaign Contact History tables in the System tables database.

Response Tracking Create Response Flowchart(s).

Create one or more Response flowcharts, using the Response process, where you can configure response types and tracking of control group responses and other characteristics.

Log to Response History

Run the Response flowchart.

Response data is recorded in Response History tables.

Reporting and Analysis

Select and run Campaign reports for response analysis.

View and analyze Campaign results in a variety of reports.



Offers Overview

Introduction Starting at a very general level and moving to more specifics, this section introduces you to the capabilities of offers, defines key concepts, and outlines the work processes you use when working with offers.

Key Concepts


cell (for a general definition of cell, see p. B-2) a homogeneous group of IDs (individuals or customers)


What Is an Offer?

An offer represents a specific marketing communication

An offer is re-usable:• In different campaigns• At different points in time• Given to different groups of people (cells)• Varied by parameterizable offer fields




Offers Overview continued

Capabilities What can you do with offers in Affinium Campaign? Offers can be very simple or complex. They are flexible, to meet the needs of your marketing campaign. Here is a summary.

Characteristic With Affinium Campaign, you can…

flexibility ● deliver personalized offers to individual customers in large scale Campaigns.

● create and manage a large number of offer variations easily.

● use static offers with set attributes, or ● use an offer that has offer parameters that vary each time

you use the offer, allowing more “personalization” of offers to customers, for example.

standardization and accuracy

use templates to create offers quickly, and consistently.

manageability ● store offers in a central location for use or reuse by Campaign implementers.

● avoid having to create all possible offers in advance through the use of offer parameters that can be changed when offers are used, automatically creating different offer variations.

tracking track offers and variations of offers, offer lists, or treatments.

Overview of the Offer Assignment Process

Here is a high-level view of the offer assignment process. The Campaign user typically goes through all of these steps. ● Create an offer folder hierarchy to hold and organize offers. ● Use an offer template to create an offer and set defaults for parameterized

attributes (if any). ● Create an output cell in the flowchart. ● Assign the offer to a cell in a contact style process (CSP), selecting values for

parameterized attributes (if any). Alternately, create offer assignments in a Target Cell Spreadsheet. (See p.4-31.)




Offers Overview continued

Overview of the Offer Assignment Process continued

● Run the campaign. ● Maintain offer lists for ease in retrieving and assigning multiple offers to cells.


1a Create offer Create cell1b

Assign offer to cell(in a CSP in a flowchart)

2

Set parameterized fields3

Offer Assignment User Process

4 Run campaign




Offer Attributes and Variations

Overview This section introduces the concepts and structure of offers and offer attributes.

Capabilities Some offer attributes can be parameterized. This means that attribute values can be changed when the offer is used. This gives you the capability to assign offers with attributes values that can vary each time the offer is used, at flowchart configuration time through static assignment or smart assignment using derived fields, or, for more sophisticated Campaign users, at runtime using a lookup table.

Key Concepts

offer attributes fields that define an offer--for example, offer name, description, and channell

treatment the unique intersection of a cell and an offer, at a particular time

treatment instance

A treatment instance is generated every time a flowchart is run, for every cell (whether actual contacts or hold-out controls.)


Treatments

Offer versionCell Run Iteration

Treatment

Every time a flowchart is run, Campaign records:Offer Version IDCell IDDate/TimeTreatment code (unique, automatically generated by system)

Running the same flowchart a 2nd time creates a new treatment instance with a unique treatment code.

Treatment code cannot be overridden by user (generated at run-time)

A treatment is the intersection of a cell and an offer at a point in time.

treatment code the identifier for a treatment, whose value is created based on the treatment code mask and generator specified when creating offer templates

standard attribute

an offer attribute that comes standard, "out of the box" with Affinium Campaign

basic attributes The minimum subset of standard attributes that are required to define an offer, specifically, the offer name, the system-generated offer code, and an offer description.




Offer Attributes and Variations continued

Key Concepts continued custom attribute an offer attribute that may be very specific to an Affinium Campaign

user's installation or businessA custom attribute may be either static or parameterized (see below).

static attribute value

an attribute value that cannot change at offer assignment time

parameterized attribute value

an attribute value that can be different across occurrences of the offer; can be changed at offer assignment time


Basic - Minimum set of fields required to define an offer

Custom - Fields you can to associate with an offer (may vary by offer type)

Offers are made up of 3 kinds of attributes:

Basic Offer Concepts: Offer Attributes

Standard - Pre-defined fields that you may want to associate with an offer (may vary by offer type)

Offer AttributesBasic attributes

Offer nameOffer code

Standard attributesDescriptionContact channelExpiration dateCreativeRelated productsCost

Custom attributesDepartmentSponsorOffer categoryPromo interest ratePromo rate durationGo-to interest rateAnnual fee





Key Concepts continued


There are two types of attributes:

• Static – New values are explicitly entered and define new offers that marketers can use / reuse.

• Parameterized – Values that can vary each time the offer is used.

Basic Offer Concepts: Parameterized Offer Attributes

Offer AttributesBasic Offer 1

Offer name* College Card

Offer code* ABC-123Standard

Description College Logo Card

Contact channel Email

Expiration Date 6/30/05Custom

College Harvard

Promo Rate 5.25%

# Months 2

Go-To Rate 18.5%

Etc… …

Example: Credit Card Offer

Here’s what a credit card offer with static and parameterized attributes might look like. In this example, a credit card company is launching a campaign to offer credit cards to students attending various universities. The promotional interest rate, the expiration date, the duration of the offer (number of months), and the “go-to” interest rate attribute values all vary, depending on the university.

Attribute Type Value

Offer Name basic College Credit Card

Offer Code basic XYZ123456

Description standard College Credit Card With Promotional Rate

Contact Channel standard (static) e-mail

Expiration Date standard (parameterized)

(varies)

College custom (parameterized)

(varies)





Example: Credit Card Offer continued

Attribute Type Value

Promo Rate custom (parameterized)

(varies)

# Months custom (parameterized)

(varies)

Go-to Rate custom (parameterized)

(varies)

About Parameters

● A Campaign user sets values of attribute parameters when they are assigned to cells.

● When you use an offer (assign it to cell), default values for parameterized attributes come from the offer, but can be overridden.

● A Campaign super user or Administrator determines which fields of an offer can be parameterized.

Advanced Use of Parameterized Fields

When applied to a cell, a parameterized value can be a constant value, or it can be set up to be a data-driven personalized value. ● A constant value (same value for everyone in the cell) comes from a value

entered by the Campaign user, or a derived field, or a database table field that resolves to a constant.

● A data-driven personalized value can be different for each individual in the cell, for example, an expiration date that is populated based on the individual’s birth date.





Offer Versions Each unique set of parameterized attribute values creates the concept of an offer version, as depicted in this illustration. ● When a parameterized attribute value is varied, Affinium Campaign creates a

conceptual offer version internally. There is no offer version ID. ● A change to that attribute is captured in the Offer History and Offer History

Attributes tables in the Affinium Campaign system tables.


Offer AttributesBasic Offer 1 Offer 1 Offer 2

Offer name* College Card College Card College Card

Offer code* ABC-123 ABC-123 ABC-124Standard

Description College Logo Card College Logo Card College Logo Card

Contact channel Email Email Mail

Expiration Date 6/30/05 9/30/05 9/30/05Custom

College Harvard Princeton Harvard

Promo Rate 5.25% 5.25% 5.25%

# Months 2 2 2

Go-To Rate 18.5% 18.5% 18.5%

Etc… … … …

Same offer with different expiration dates and different colleges

Different offer: Standard parameterChannel changed

Offers and Offer Versions

Each unique set of offer attribute values creates an Offer Version

Note Offer variations are stored internally, but you can access these variations in reports.



Creating Offers

Overview In this section, you will create an offer from an existing offer template. Later in the course, in Module 6, you will learn how to create offer templates.

Subfolders for Offers

It is a best practice to create subfolders to hold offers that you create. Here are some important points to remember. ● Keep all related offers in the same subfolder. ● Depending on the security policy in force at your company, you might not be

able to create top-level folders; you can create subfolders. ● Also, for security reasons, you may not be able to view top-level folders

other than the one(s) that are included in your security policy.

Exercise 4.1 Create an Offer Subfolder

Step Action 1 From the navigation pane, click the Offers link.

Result: The All Offers page opens. 2 At the bottom of the page, click the Add a Subfolder link. 3 Enter a folder name and a description.

For use in this class, you should name the folder with your initials and today’s date, for example, JS_10_Aug_2007.

4 Under the folder you created in the previous step, click the Add a Subfolder link and add a new subfolder. ● In the Folder Name field, enter Credit Card. ● In the Security Policy field, select Global Policy. ● In the Description field, enter Credit Card Offers.

At your site, the security policy may restrict your ability to select one here.

5 Click the Save Changes button. Result: The new subfolder is added to the list.

Exercise 4.2 Create an Offer

In this exercise you will create an offer from an existing template named Coupons.

Step Action 1 Open the Credit Card folder that you created in the previous exercise.




Creating Offers continued

Create an Offer continued 2 Click the Add an Offer link.

Result: The Add an Offer > Select an Offer Template dialog box opens. 3 Select the Credit Card Promotion template from the list on the left and

click the Continue button. (If the Credit Card Promotion template is not available, you can select a template other than the one illustrated here.)

Result: The New Offer page opens.

4 At the top of the page, enter data in the basic offer fields as indicated below.





Create an Offer continued 4

(cont’d) In this field… enter… Offer Name CC1

(At your site, your organization’s business specifications may determine the name you use.)

Security Policy (not editable here) Description Credit card promotion to targeted bank

customers Offer Code 999888111

(At your site an offer code may be pre-generated.)

Relevant Products leave blank (If a Products table has been mapped into Affinium Campaign, you can use this field to query and select relevant products.)

5 At the bottom of the page, enter data in the parameterized fields.

You can accept the defaults or enter different values. In this field… enter… Channel e-mail Promotion Rate 7.5 Introductory Period 6 BT_Fee_Rate 8.5 Go to Rate 18.5

6 Click the Save Changes button. continued on next page




Exercise 4.3 On Your Own: Create 3 New Coupon Offers

Don’t skip this exercise. You will use the offers you create here later in this module. For this exercise you will create offers based on the offer template named Recreational Store Coupons. The offers will be for various discounts in different departments in an outdoor recreation store. Step Action

1 Navigate back to the top-level offer folder you created earlier with your initials and the date.

2 Create a new subfolder under this folder and name it Loyalty Coupons and save changes.

3 Click on the Loyalty Coupons folder and click the Add an Offer… link. 4 Select the Recreational Store Coupons template and click Continue. 5 Enter the following information.

In this field… enter… Offer Name Camping Description Discount on camping equipment Offer Code 999777666 Channel Direct Mail Department Camping Coupon Discount Rate 10

6 Save the offer. 7 Add two more offers, using the template and its parameterized

attributes to specify different departments and different discount percents.

In this field… enter… Offer Name Shoes Description Discount on shoes Offer Code 999777555 Channel Direct Mail Department Shoes Coupon Discount Rate 15 In this field… enter… Offer Name Watercraft Description Discount on watercraft Offer Code 999777444 Channel Direct Mail Department Watercraft Coupon Discount Rate 20





You can also copy from an existing offer to a new offer. Step Action

1 Navigate to the Summary tab of an existing offer.

Exercise 4.4 Another Way to Create an Offer

2 On the menu bar, click Manage > Create Duplicate Offer.

Result: Affinium Campaign displays a message box informing you that a new offer code will be generated.

3 Click OK. 4 Starting with the Offer Name, change data as needed in the basic offer

fields, and the parameterized offer fields as you did in the previous exercise.

When to Create a New Offer

You should create a new offer when… ● non-parameterized offer fields change ● you need a new offer code for tracking purposes


When Do I Create a New Offer?

1. Whenever non-parameterized offer fields change

2. When you need a new offer code (for tracking purposes)

• In the pre-print (direct mail) world, an offer and its offer code can be created.

• Treatment code is not generated until a flowchart is executed (cannot be overridden by the user).

Creating Offer Templates and Offer Custom Attributes

Creating offer templates and offer custom attributes are covered in Module 6: End-User Administration. See p. 6-14.



Using Offer Lists

Overview Offer lists are groupings of offers that you can create in Affinium Campaign to facilitate assigning multiple or a possibly changing set of offers over time.

Purposes You use offer lists for two purposes in Campaign. ● You can assign a list of offers to a contact (a “bucketing” mechanism for

offers). ● You can track and report on each individual offer in Contact History and the

list(s) it came from.


Offer Lists

Can be used anywhere an individual offer can be selected (except for reporting).

Two types:• Static offer list – a list of specific offers, never

changes unless specifically edited by the user.• “Smart” offer list – definition that resolves to a list of

offers at runtime• Query based on any offer attributes• Offer folder(s) to search (option to include subfolders)• Can resolve to max# of offers using minmax of <field>

option

Key Concepts When you create an offer list, you specify whether it is to be “static” (fixed) or

“smart” (dynamic).

“smart” offer list a dynamic list of offers that can resolve to a different set of offers each time the list is used, based on a set of conditions. A smart offer list can be based on offer attributes, offer locations (folders and subfolders to search) and so on. You designate that an offer list is "smart" when you create it.

static offer list a pre-defined list of offers that does not change unless it is specifically edited




Using Offer Lists continued

Static Offer List A static offer list displays on a screen in the Campaign user interface. From it, you can navigate to folders and subfolders and select offers to be assigned to contacts.

Smart Offer List ● You designate an offer list as a “smart” offer list when you create it. ● You can use and reuse smart offer lists to select offers that meet certain

criteria, querying on one or more offer attributes, or offer folders or subfolders. For example, a smart offer list may query for all offers given over the e-mail channel.

● Each time you use the smart offer list, the resulting set of offers it generates can be different, depending on the criteria of the query that you use.

Example: A Coupon Book

Assume you have a group of offers in a subfolder. Each of the offers is a discount on merchandise in different departments of a retail store. Here’s how you might assemble those offers in the two different types of offer lists and how those lists might be assigned to contacts.

Type of

Offer List When

Created… Example Contents How Applied

Static once, always contains this same list of offers

Offer A Offer B Offer C Offer D

coupons for Shoe Dept., good until Sept. 1

Smart n times, based on selection criteria

coupons for 20% discount or less, all departments

Assign an offer list in the same way that you would assign an individual offer in a CSP (contact style process) or in a Target Cell Spreadsheet. Note: When using an offer list, if any of the offers in that list have parameterized attributes, the default values for the parameterized attributes are used.






Creating an Offer List

Choose between a “static” offer list or a “smart” (dynamic) offer list

Exercise 4.5 Create a Static Offer List

Note: You must complete Exercise 4.3 before you start this exercise. You create an offer list by assembling offers from existing folders, so those folders and offers must already exist before you build the offer list. Step Action

1 From the navigation pane click the Offers link. 2 Navigate to the folder you created to hold the coupon offers. 3 Click the Add a List link.

Result: The New Offer List page opens.

4 In the Name field, enter Loyalty Coupon Book. Enter a description of your choosing.

5 Leave the List Type option unchecked; this list will be a static list.





Create a Static Offer List continued 6 In the Included Offers pane, browse the Included Folders list to select

offers to be included. Include the three coupon offers that you created in Exercise 4.3.

7 Click the >> button to add the offers to the list. 8 Click the Save Changes button.

Result: Affinium Campaign saves the offer list in the folder and it displays with the offer list icon.

Exercise 4.6 Create a Smart Offer List

Like a static offer list, a smart offer list must be built from existing offers. Instead of selecting a static list of offers, you construct the list by querying on attributes of existing offers. Step Action

1 Click the Add a List link, and on the New Offer page, enter a name and description for the new offer list.

2 Select the List Type: This is a “Smart” offer list option.

Result: The Included Offers pane changes to display fields that you can use to create a query.





Create a Smart Offer List continued 3 Enter query conditions in the appropriate fields, for example…

In this field… enter… On This Attribute Coupon Discount Rate The specified value must be

greater than or equal to

The Value 10

4 Click the AND >> button to add the query to the Find Offers Where…list.

Group offers in a folder and then form an offer list based on that folder.

5 Optionally, use the fields at the bottom of the page to… ● restrict the search to folders and subfolders that you specify ● set the sort order of the offers that are found by the query ● limit the number of offers in the result set to the first n offers

6 Click the Save Changes button.



Assigning Offers

Overview After creating offers and offer lists, you use the Affinium Campaign Mail List and Call List processes to assign those offers to contacts, format output, and log contacts to Contact History.

Key Concepts

Contact History system tables in the Affinium Campaign database that capture which offers were sent to which customers at which time Contact History includes the following:

base contact history

● which individuals are in which cells ● contact date/time ●package ID (groups multiple offers given to the

same cell at the same time)

offer history attribute

records all of the unique parameterized attribute values at runtime

offer treatment table

a table in the Affinium Campaign database that records treatment instances applied at campaign runtime (a record of which offers, identified by treatment code, were given to which cells)

treatment code ●the identifier for a treatment, whose value is created based on the treatment code mask and generator specified when creating offer templates

● a new and unique treatment code is generated each time you run a Mail List or Call List process in production mode




Assigning Offers continued

Start a new campaign, add a new flowchart and paste the template, as described here. Step Action

1 Create a new Campaign named Module 4. 2 Starting from the Summary page for the Module 4 campaign, add a new

flowchart. Click Modify>Add a Flowchart. 3 Name the flowchart M4A.

Exercise 4.7 Setup: Create a New Flowchart From a Stored Template

4 Click the Save and Edit Flowchart button.

5 Click Tools>Stored Templates… 6 Navigate to the Module 4_start template in the \Training folder, select it

and then click the Paste Template button. Result: The flowchart pasted from the template contains four Select processes.

7 Review the flowchart. Notice that it segments customers into three levels of education. For each, there is a control group established.

About the Mail List Process

You use the Mail List process to assign offers to contacts, select offer attributes, and to format and log output. Here is a preview of the tabs on the Mail List process:

Use this tab to…

Fulfillment specify input cells and export options

Treatment make offer assignments specify holdout control groups

Parameters specify offer parameters

Personalization select the data to output

Log ● turn on logging to Contact History or select data to be logged, if logged to another destination

● clear contact history by run ● specify the “in-home date”





Exercise 4.8 Add a Mail List Process

One method for assigning offers to contacts is using the Mail List process (similar in function to the Call List process). Step Action

1 Open the M4A flowchart, if it is not already open. 4-25

2 At the bottom of the flowchart add a Mail List process below the Sample process, and connect the Sample process to the Mail List process.


Assigning Offers to Cells

You use the Fulfillment tab to specify input cells and export options. Step Action

1 Click the Fulfillment tab.

Exercise 4.9 Configure the Fulfillment Tab

2 In the Input field, select Multiple Cells, then click the ellipsis button

and click the Select All button.

3 In the Export To field, select File. Result: The Specify Output File dialog box opens.

4 In the Specify Output File dialog box… ● Select the Flat File with Data Dictionary option. ● Browse to the folder you created to hold output, or if that folder

doesn’t exist, create a folder named <Your_name>’s Files, and specify a file name for the output, for example M4A_MailList. ● Click the Open button. ● Click OK.






Assigning Offers to Cells (cont.)

Choose whether no-contact control groups will be used

Specify a control cell for target cell(s)

Assign one or more offers to target cells

You use the Treatment tab to assign offers and designate holdout controls.

1 Click the Treatment tab.

Exercise 4.10 Configure the Treatment Tab

2 Select the Use Holdout Control Groups option.

Result: Two additional columns open on the grid. 3 Designate the segments that you want to use as controls.

In the Control? column enter Y for the following rows: ● Control/Target.Control_SegByEduc.EdCode_3 ● Control/Target.Control_SegByEduc.EdCode_6 ● Control/Target.Control_SegByEduc.EdCode_U

Hint: When cell names are long, expand the dialog box to full size.

4 You can match target cells to controls, for analytic or reporting purposes. Click in the second row, in the Control Cell column.

5 Select the corresponding cell, Control/Target.Control_SegByEduc.EdCode_3.

Match the other two target cells to their respective controls. Note: You can also have one control cell that is used by multiple target cells. You do not have to have a 1:1 relationship between target and control.





Configure the Treatment Tab continued In this step, you assign offers that you created in Exercise 4.3

6 Match the target cells with offers as follows: Note: Offers will not be assigned to holdout control cells. ● In the second row in the grid, click the Offer column.

● Use the drop-down list to navigate to and to assign the following

individual offers: For this cell assign this offer… Contact.Target_SegByEduc.EdCode_3 Camping Contact.Target_SegByEduc.EdCode_6 Shoes Contact.Target_SegByEduc.EdCode_U Watercraft



One row for each offer – parameterized attribute pair (sets this for all cells; to set for a single cell, select a specific cell in the For Cells drop-down).





Exercise 4.11 Configure the Parameters Tab

For offers that have parameterized attributes, you can change the values at the time you assign them to cells. You use the Parameters tab for that purpose.

Step Action 1 Click the Parameters tab.

2 In the For Cell(s): field, select [All Cells]. Result: All the offers assigned to all of the cells display in the grid.

3 In the Assigned Value column, set different values for different cells.



.

Exercise 4.12 Configure the Personalization Tab

You use the Personalization tab to specify the information you want in the output file. For example, if your output file is sent directly to a mailing house, it would contain the contacts’ names and addresses.

Include the Treatment Code in the output list so that you can track responses. Treatment code is one of the items listed under Affinium Generated Fields.

Step Action

1 Click the Personalization tab. 2 Use the tab to include information in the output file by selecting data

fields. Select the following fields: ● Individual_ID





Configure the Personalization Tab continued 2

cont’d ● Affinium-Generated Fields>Treatment Code ● Customers.Customer_Contact_Info.First_Name ● Customers.Customer_Contact_Info.Last_Name ● Customers.Customer_Contact_Info.Addr_Line_1 ● Customers.Customer_Contact_Info.Addr_Line_2

● Customers.Customer_Contact_Info.Addr_Line_3 ● Customers.Customer_Contact_Info.City ● Customers.Customer_Contact_Info.State ● Customers.Customer_Contact_Info.Zip

3 Add any additional fields that you want. You can use the Up1 or Down1 buttons to rearrange the order of the fields.

Use the Log tab to set options for logging to Contact History and/or to another destination, and to specify other options. Step Action

1 Select the Log to Contact History option to set automatic logging when the Mail List process is executed.

Exercise 4.13 Configure the Log Tab

2 Select the More Options button. Result: The Contact History Logging Options dialog box opens. It enables you to specify additional data to be written to Contact History and a Contact Status Code.

3 On the Contact History Logging Options dialog box, enter CSD in the Contact Status Code field.

Specify the “In-home Date” in Output Files

Run Date and Contact Date are optional Affinium Generated Fields that are available for you to write to your output files and Contact History. By default, the Contact Date is the same as the Run Date (the date the campaign is executed). You can set the Contact Date to a specific date other than the default.





Exercise 4.14 Run the Mail List Process

After configuring all the tabs in the Mail List process, you can run it and examine the output file. Step Action

1 On the General tab, name the Mail List process, for example Education Mailing.

2 Run the flowchart. 3 Navigate to the output file and examine its contents.

Note: Your instructor will show you which path to follow to find your folder.

4 Save and Exit the flowchart.


Contact History Concepts

“History” captures exactly what was sent to the customer when

History consists of multiple system tables:• Treatment table• “Base and detailed contact history”• “Offer history tables”

All offers given to the same individual within a single CSP = one “interruption” or “package”

You can clear Contact History • All history entries created by a process• All entries within a date range, or selected runs

If selected Contact History has Response History…• You can clear response only, or both contact & response

Contact History When you run a Mail List process you can elect to log the results to Contact History. Here are some key concepts related to Contact History. ● Contact History captures exactly what was sent to the customer when. ● There are three Contact History system tables:

Treatment table Base and detailed contact history Offer history tables

● All offers given to the same individual within a single CSP constitute one “interruption” or “package.”

● You can clear Contact History (for all history entries created by one process, or entries by date range, or entries by selected runs).

● If selected Contact History has Response History, you can clear response only, or both contact and response.



Cell Management

Overview Up to this point you allowed Affinium Campaign to automatically generate cell names and cell codes. In this section you will learn other ways to manage cell names, cell codes, and other attributes. You can use the cell management concepts and procedures that are covered in this section for more precise management of your Campaign.

Cell Management Options

Affinium Campaign enables you to manage cells with flexibility. You can assign cell codes and names when the cell is created in a flowchart process. ● The names and codes you assign will be carried along when the cell is used

in subsequent flowchart processes. You can assign names and codes in individual processes, or You can also assign cell names and codes from a Target Cell Spreadsheet (see definition, below).

● You can plan cell codes and names independently of any flowchart by using a Target Cell Spreadsheet.

● If you don’t assign cell codes and names in a process, you can allow Affinium Campaign to assign default codes and names.

Key Concepts

“bottom-up” cell management

the traditional method to create target cells where you assign cell names and codes from within a flowchart process, or allow Affinium Campaign to auto-generate cell codes

“top-down” management

a new method for creating target cells where you assign cell names and codes from a Target Cell Spreadsheet, before you create and run a flowchart

Target Cell Spreadsheet

a tab on a Campaign on which you can specify target cells that can be used in multiple flowcharts within a Campaign. A Target Cell Spreadsheet may be similar to spreadsheets that campaign managers or campaign designers use to plan out whom to contact, which offers to extend to them, and which groups will be designated as controls.




Cell Management continued

Cell Name and Code Defaults

● Cell names must be unique within a flowchart. ● Cell codes generated by the auto-generate feature are globally unique,

unless overridden by a user. ● These are the default cell names that are assigned by Affinium Campaign.

Process Default Select Audience Extract

<process_name>

Segment <process box name>.SegName>_<InputCellName> Sample <process box name>.<SampName>_<InputCellName>

Exercise 4.15 View Bottom-Up Cell Code Assignments

In the exercises so far in this module, you have generated output cells and have accepted the default names that Affinium Campaign gave to them. The system uses the process box name as the default. Step Action

1 View the cell names and codes as they display in the Target Cell spreadsheet. From the Campaign Summary page, click the Target Cells tab.

Result: The Target Cell Spreadsheet opens. It displays the end cells or target cells generated by a flowchart in this Campaign. The end cells or target cells are those cells that connected to an output process such as a Mail List or a Snapshot.





Top-Down Cell Management

Up to this point in this module, you have been using the “bottom-up” method of cell management. That is, you created target cell names and codes when you assigned offers to cells. See Exercise 4.10 The alternative is to use a Target Cell Spreadsheet.

Uses of a Target Cell Spreadsheet

One of the uses of a Target Cell Spreadsheet is for a marketing organization to divide Campaign tasks between two roles. ● A Campaign Designer or Planner would first specify the cells to be targeted

in the Campaign. He or she can specify the number of cells created by the campaign, the cell codes, and the offer(s) to be sent to each cell.

● A Campaign Implementer would then configure and execute the Campaign flowchart, identifying the cells defined in the Target Cell Spreadsheet.

● You can also use cell-level custom attributes in the Target Cell Spreadsheet and in the output from the Mail List process. These attributes can also be used for reporting.



Marketing Planner

TechnicalMarketer

Choose from “top down”…

…or “bottom up” modes.

Using the Target Cell Spreadsheet

You use the Target Cell Spreadsheet (TCS) to create cell names in top-down mode. Here is a summary of its features and capabilities.





Using the Target Cell Spreadsheet continued



cell name

cell code

assign controls

assign offers

top-down bottom-up

add, delete, sort rows

cell code

assign controls

“Last writer wins”

Feature or Capability Description

cell name Enter a cell name or auto-generate.

cell code Enter a cell name or auto-generate.

offers Assign one offer, multiple offers or use offer lists.

custom attributes ● Use custom attributes to supplement standard attributes with additional information, for example, target cell size, audience source, etc.

● Custom attributes must be defined in advance (usually an administrative function).

controls Assign a control cell to a target cell.

data entry Enter directly or copy and paste.

row management Add, delete, or sort one or multiple rows.

linking to flowchart cells ● Each row in the Target Cell Spreadsheet can lLink to a maximum of one cell in a single flowchart.

● Once linked, the linked cell cannot be linked to any other cell in a flowchart (must unlink and then re-link).

cell code uniqueness Top-down created cells will have globally unique cell codes automatically generated as long as no one ever overrides cell codes.





Using the Target Cell Spreadsheet continued

Feature or Capability Description

“Last writer wins” Last writer “wins.” When cells are linked between a Target Cell Spreadsheet and a cell within a flowchart, some cell related attributes can be edited from either location, specifically the offer assignment, cell name, and cell code.

Do not edit both the TCS and any flowchart in that Campaign at the same time.

Do not edit the TCS while a flowchart is running (flowchart will use what is stored in the system table at the time it is run).

Follow this exercise to populate a Target Cell Spreadsheet. In Exercise 4.18, you will apply these target cells to cells in a flowchart. Step Action

Exercise 4.16 Create Top-Down Cell Names

1 Navigate to the Target Cells tab, if it is not already in view.

2 Click the Edit link. 3 Click the Add a Cell link.

Result: A new row opens on the spreadsheet. 4 In Target Cell Name field, enter Gold Level. 5 Click in the Target Cell Code field and click the Generate Cell Code link.

Result: Affinium Campaign generates a cell code. 6 Copy and paste the generated cell code into the Target Cell Code field. 7 Enter the following information.

In this field… enter… Description Gold Level Control Cell No Control Cell Code <blank> Assigned Offer Loyalty Coupon Book





Create Top-Down Cell Names continued 8 Enter an additional target cell with the following information.

In this field… enter… Target Cell Name Silver Level Target Cell Code [Generate a code, copy it and paste it

into this field]. See Step 5, above. Description Silver level Control Cell No Assigned Offer Shoes

9 Save the Target Cell Spreadsheet and exit.

Before you work on further exercises, create a new flowchart. Step Action

1 Open the Module 4 Campaign.

Exercise 4.17 Setup: Create a New Flowchart

2 On the Module 4 Summary tab, click Modify>Add a Flowchart.

3 Name the new flowchart M4B. 4 Click the Save and Edit Flowchart button. 5 Add a Select process and configure it to select customers with average

account balances over the last six months greater than 1000, (Accounts.Acct_Balance_Avg_6Month > 1000).

Exercise 4.18 Assign Target Cells

You assign cells from a Target Cell Spreadsheet in Select, Merge, Audience, Extract processes.

Step Action

1 In the Select process that you created in Exercise 4.17 n the General tab, clear the Auto Generate option.





Assign Target Cells continued 2 Click the Link to Target Cell… button.

Result: A list of target cells available for assignment displays.

3 Select Gold Level and click OK. Result: Gold Level now displays in the Output Cell Name field.

4 Add a Mail List process below the Select process. 5 Double-click the Mail List process.

You can assign a target cell to only one flowchart process at a time.

6 Click the Treatment tab. Result: The Target Cell column displays the name of the target cell you linked and its associated offer, derived from the Target Cell Spreadsheet.

7 Save and Exit the flowchart and exit. 8 Navigate to the Target Cells Link (notice the assigned cell row is gold)

Top-Down Mode: Additional Notes

● You can only create top-down target cells in the Target Cell Spreadsheet. ● Assign the target cell to the final cell in the flowchart. ● You can assign a target cell only once in a flowchart. You can unlink the

assignment and then re-assign the target cell elsewhere. ● “Unused” target cells are visually differentiated in the Target Cell

Spreadsheet.



The Track Process


Track Process

capture an actual list of contacts after records have been written to Contact History (update CH)

record those contacts who were actually given an offer by the phone center

track offers and recipients by treatment code

Purpose You use the Track process to change the contact statuses of records already

written to Contact History by a contact process (Mail List or Call List).

Example ● You could use the Track process to capture a list of contacted customers who actually received mailings from a mail house, after you have generated that list from a Mail List process.

● The list may be shorter than the original list generated in a Mail List process, after the mail house eliminates duplicates or invalid addresses.

● You use the Track process to update Contact History with a list of those customers actually contacted.

Exercise 4.19 Configuring the Track Process

As input to a Track process, you can use other flowchart processes or a flat data file from a source such as a direct mail house. In this exercise you will use a sample output file from a mail house.

Step Action 1 Create a new flowchart in the Module 4 Campaign with the name M4C.




The Track Process continued

Configuring the Track Process continued 2 Verify that the training data catalog default.cat is mapped for use in this

flowchart, as follows: ● From the Campaign>Editing window, click Admin and then Tables. ● If the Load Tables dialog box opens, click the Load table mappings from

stored table catalog (existing mappings are cleared) option. ● Otherwise, on the Load Tables dialog box, click the Load button, and

then click the Load table mappings from stored table catalog (existing mappings are cleared) option.

● Navigate to the file named default.cat and click the Load Catalog button.● Click the Close button.

3 Verify that the table mapping named MailHouseReturn displays in the Table Mappings window. If the table displays in the list, go to Step 4. If it does not display, map in the table as follows: ● Click the New Table button. ● Select Base Record Table and click Next. ● Click the Map to Existing File option and click Next. ● On the Specify the source Data File and the data dictionary for parsing the

data file window… Select the Delimited File option. Select the First Row of Data Contains Field Names option. In the Field Delimiter field, select COMMA. In the Source File field, browse to the \Training Course Source Files folder, click mailHouseReturn.csv, and click the Open button.

● Click Next. ● On the Specify the new table’s fields window, verify that the column

width for all fields is 9 or greater and click Next. ● On the Specify table name and field information window, click Next. ● On the Specify the new table’s audience level and assign ID field(s) to it

window, select the Individual audience level and click Next. ● On the Specify additional audience levels window click Next. ● Click the Finish button. ● Close the table mapping dialog box.

4 Add a Select process to the flowchart. 5 Configure the Select process to access All IDs from the

MailHouseReturn table. 6 Run the Select process.




The Track Process continued

Configuring the Track Process continued 7 Add a Track process below the Select process and connect the Select

process to the Track process. 8 On the Source tab, enter the following information.

In this field… enter… Contact Date “Today” Contact Status Code ‘DLV’

9 On the Mapping to Treatments tab, in the Candidate Action Fields, select mailHouseReturn.TreatmentCode and click the Add>> button. Result: Customer IDs who returned an offer whose treatment code matches the Treatment Code of the assigned offer will be included in the list.

10 On the Log tab, select the Log to Contact History option. 11 Save and run the Track Process



Module 4 Summary


Module 4 Summary

Offer and Response Cycle• creating offers• assigning offers to target cells• recording contacts (logging to Contact History)• tracking responses• reporting

Offers• Create offers based on offer templates that are flexible

through the use of standard, custom, and parameterized attributes.

• Individual offers can have attributes that you can vary for each instance of an offer.



Offers continued

• Arrange individual offers into offer lists, which can be static or “smart”

Assigning Offers• Assign offers to target cells either from within a

flowchart Contact process (“bottom-up” mode) or from a Target Cell Spreadsheet (“top-down” mode).

• Use a Target Cell Spreadsheet to plan cell codes and offer assignments independently of any flowchart.

Offer and Response Cycle

The theme and central organizing principle of this module is the offer and response cycle common to marketing efforts. Affinium Campaign supports efforts in all stages of this cycle: ● creating offers ● assigning offers to target cells





Offer and Response Cycle continued

● recording contacts (logging to Contact History) ● tracking responses ● reporting (analyzing results)

Offers Affinium Campaign supports an offer management process in which users can create offers based on offer templates that are flexible through the use of standard, custom, and parameterized attributes. This enables you to change attributes values when the offer is assigned to target groups. ● You create individual offers by using a template that has attributes that you

can vary for each instance of an offer. ● You can arrange individual offers into offer lists, to facilitate the assignment

of multiple offers. Offer lists can be either static (predefined) or ‘smart” (generated by a query).

Assigning Offers

You can assign offers to target cells either from within a flowchart process (“bottom-up” mode) or from a Target Cell Spreadsheet (“top-down” mode). ● Use a contact style process—typically a Mail List or Call List—for “bottom-up”

assignment. At this point you can select the attribute values of parameterized offers to assign to your target group.

● Use a Target Cell Spreadsheet to plan cell codes and offer assignments independently of any flowchart. Campaign Designers might first plan cell management with this method and then Campaign Implementers would assign offers based on cells defined and stored in the Target Cell Spreadsheet.

Module 5 Response Tracking andAnalysis



Topic See Page


The Contact–Response–Analysis Process

5-3

Response Attribution 5-5

Example Scenario 5-10

Example Scenario: Response Flowchart and History Data

5-13

Analyzing Response History 5-21

Reporting and Analysis 5-23

Response Tracking: Options and Best Practices

5-28


5-1 Module 5: Response Tracking and Analysis


Module 5 Overview

Introduction In this module you will learn how to track responses to Campaigns. You will also learn how to access Affinium reports. You will practice using many of the features and functionality related to both subjects.


Module Overview

Learning objectives:

apply concepts related to response tracking and reporting

configure a Response flowchart

access Affinium reports

Learning Objectives

Upon completion of this module, you will… ● have working familiarity with the concepts related to response tracking and

reporting in Affinium Campaign.

● be able to configure a Response flowchart.

● be able to access Affinium reports.



5-2 v7.5/200810 Module 5: Response Tracking and Analysis


Module Plan The learning topics in this module continue to follow the offer and response cycle introduced in Module 4 (see below). This module addresses activities and techniques for… ● Response tracking ● Logging to response history ● Reporting and analysis


Affinium Campaign : Offer-Response Cycle



The Contact–Response–Analysis Process


Contact-Response-Analysis Process

CustomerActivity

Contact Hist

Response Hist

1

6

5

4

32

2

2

6

7

Stages The contact-response-analysis process includes the following stages:

Stage Where Done

1 Create offer Offers page

2 Assign offer Mail List process

2 Output a list of customers Mail List process

2 Log to Contact History Mail List process

3 Transmit communications to customers

Various ways: By a partner (for instance, a mailing house) or your facility (for instance, your email processing application).

4 (Customers respond) (In the Field)

5 Assemble action table or other data source

Outside Affinium Campaign (process varies by organization)

6 Make response data available to Campaign

Response process box

6 Log to Response History Response process box

7 Analyze Response and Contact History

Report such as “Campaign Performance Comparison”




The Contact–Response–Analysis Process continued

Roles The contact–response–analysis process may include roles such as described below. Roles in your organization may differ. One person may perform multiple roles. Activities associated with contacting customers may be called outbound tasks. Activities concerned with customer response information may be called inbound tasks.

Role Outbound Task Inbound Task

Marketing Manager Implements marketing campaigns

● Designs the offer template in Affinium Campaign

● Segments customers

● Monitors offer results through analysis and reporting

Channel Manager Implements direct mail, email, or telemarketing communications

● Configures the contact process, including offer assignment to target segments

● Runs the contact flowchart

Note: Communications to customers may be transmitted by a partner or your facility

● May use a Track process to

update contact history for contacts not completed

● Accesses assembled response data

● Configures and runs the response flowchart

Marketing Analyst Works with data and information systems

● As customers respond, prepares response data for processing in Affinium Campaign



Response Attribution

Overview This section examines how Affinium Campaign matches response information against contact history and the decisions it makes--how it attributes or credits responses—about that information.

Key Concepts

Attribute of Interest (AOI)

A data element that you designate for Affinium Campaign to use to match responses information and contact history. For example, an attribute of interest may be the Product Purchased.

Valid response To determine a valid response, Affinium Campaign… ● discards response information that is outside expiration dates or

that is untargeted (does not match contact history) ● applies rules to match response information to contact history

Response attribution

The logic in Affinium Campaign by which responses are given credit.

action table ● A database table or flat file that lists responses to a Campaign, which includes data that Affinium Campaign can analyze for response attribution, including response codes, attributes of interest and other data.

● Each row in an action table represents one customer transaction or response behavior.

Response category

Affinium Campaign credits responses according to the kind of response information returned. Response categories include… ● A direct response, based upon return of an Affinium-generated

code ● An inferred response, based upon return of information designated

by you, such as a value for an offer parameter ● A viral or “pass-along” response, tracked to a customer not

originally contacted

Response code Any of several Affinium-generated codes used to match response information to contact history, including

● Treatment Code ● Offer Code ● Cell Code ● Campaign Code




Response Attribution continued

Attributes of Interest (AOI)

● Attributes of Interest are part of the set of information that Affinium Campaign analyzes in its response tracking logic.

● Affinium Campaign uses the particular values of attributes in offers to match response information to Contact History.

● When offers are highly personalized, the parameter values in response information can provide important clues for matching response activity to contact activity.

Note: Unica recommends that you name each attribute of interest with a prefix such as “R_”.

How Affinium Campaign Processes Response Information

● Affinium Campaign looks at the action table, or other source of response data, and also looks at Contact History.

● First, it discards invalid (untargeted) responses, and responses received after the expiration date.

● Then Affinium Campaign matches Contact History to responses by evaluating three kinds of response information:

Information How Used

ID information Affinium Campaign matches response activity against contact history for particular customers.

Response Codes (see definition above)

Affinium Campaign uses Response Codes to match response information to system entities for which contact history was recorded.

Attributes of Interest Affinium Campaign looks for one or more Attributes of Interest to be returned in the response.





How Affinium Campaign Processes Response Information continued ● In processing response information about contacted customers, response

codes, and attributes of interest, Affinium Campaign applies the response categories in the following table.


Response Attribution: What Information is Used?

Product

Interest rate

Treatment Code

Offer Code

Cell Code

Campaign Code

IndividualID

Data element that you designate, such as a value assigned to an offer parameter

An Affinium-generated code

Entity in Affinium Campaign customer database

Attribute of Interest

Response Code

Customer

Info

Des

crip

tion

Exam

ple

Response Categories

These are the response categories that Affinium Campaign assigns to response.

Category Person

Contacted? Returned Response

Code?

Returned Attribute(s) of Interest?

Counts as Response to Campaign/

Offer?

Direct Yes Yes Yes Yes

Inferred Yes No Yes Yes

Viral No Yes Yes Yes





Response Categories continued


Response Categories

YesYesYesNoViral

YesYesNoYesInferred

YesYesYesYesDirect

Counts as Response?

Returned Attribute of Interest?

Returned Response

Code?

Customer Contacted?

Response Category

Returning Attributes of Interest

If you want to use offer attributes, you must include them with the offer and include them in the mapped action table.

Person Contacted?

Returned Response Code?

Returned Attribute(s) of

Interest?

Counts as Response to Campaign/

Offer?

Yes Yes No No

● If response information includes an attribute value that does not match the attribute value in the offer -- or if a value for that attribute is not available -- that transaction does not count as a response--even when a contacted person returns a matching response code.





Returning Attributes of Interest continued ● For example, if a person was offered the Silver level, and the person returns

a response code from that offer and buys the Bronze level, the transaction is not considered a response.

● If response data includes a value for an attribute that does not exist in the treatment, that value does not prevent a match.

Counting Control Response

Affinium Campaign tracks responses by members of control groups simultaneously with responses it tracks for target groups. ● The tracking logic looks for respondents who are in the control group and

who performed the desired action. Affinium Campaign records in System Tables that the customer “responded” but was a control.

● Affinium Campaign applies the same logic to controls as it does to inferred responses.

Person Contacted? Returned

Response Code?

Returned Attribute(s) of Interest?

Counts as…

No, but in control group

No Yes Control “response”


Other Transaction Situations

Control “Response”

YesNoNo, but in Control group

Not a Response

NoYesYes

Counts as…Returned Attribute

of Interest?

Returned Response

Code?

Customer Contacted?



Example Scenario

Introduction This section examines an example response tracking and analysis scenario including… ● Offer design ● A data collection plan ● Some response tracking situations that might result ● Analysis questions to apply to the results In another section you will use Affinium Campaign to track responses for this scenario.

The Move Up Offer

● An offer invites customers to move up from the default Bronze level to either Silver or Gold level.

● The Move Up offer is sent to two segments--Hi-Value and Lo-Value. Each segment has a holdout control group.

● Both Hi-Value and Lo-Value receive a coupon, offering 10% off an entire purchase if they move up.

● Parameterized attributes of the offer are personalized. Hi-Value customers are offered the Gold level. Lo-Value customers are offered the Silver level. The default value is the Bronze level. Within a given cell, every customer receives the same offer with the same parameter values. From cell to cell, parameter values differ.

● The offer is planned to cross channels. A customer can be contacted by either direct mail or e-mail. Each customer can respond either by visiting a store or by shopping online.




Example Scenario continued

Data Collection Plan

Planning data collection is part of offer design. The three types of response data can be collected both in a conventional store and online. Data collection methods are summarized in the following chart.

Response Channel

How the Customer is Identified

Response Code Attribute of Interest

In store Loyalty card scanned at checkout

Physical coupon with barcode that includes a code is scanned at checkout

From customer transaction records, product level is identified by SKU code

Online Must be logged into online account in order to check out

Coupon code number entered at online checkout

(Same as above)


Move Up Offer

Indiv_ID

Indiv_ID

Indiv_ID

Indiv_ID

Identify Customer

SilverTreatmentCodeLo-Value Target

SilverLo-Value Control

GoldTreatmentCodeHi-Value Target

GoldHi-Value Control

Attribute( R_Product_Level )

Response Code

Cell




Example Scenario continued

Offer Design Context and Implications

Here is a summary of how the offer design in this case example will affect response tracking.

Design Trait Implication

It is possible to buy at the Silver or Gold level without a coupon.

enables you to observe how Campaign tracks an offer attribute of interest when a response code is not available

The Silver and Gold levels are also available to anyone who shops.

enables you to observe control group behavior

Customer’s response channel is recorded (but not used) as a response tracking attribute.

enables you, at some later time to track each customer’s response channel, and compare that to that customer’s contact channel

Analysis Plan In the example scenario, the intent of response tracking is to answer questions such as… ● How many people were contacted with an offer? ● How many transactions are attributable to the campaign or offer? ● How many unique responders are there? ● How many responses come from people who were not contacted, that is,

how many responses are viral? ● How many responses are from Control group members? ● How many responses are after offer expiration? Results for these questions can be analyzed through a report such as the Campaign Performance Comparison report, shown without data.



Example Scenario: Response Flowchart and History Data

Overview This section details the response process for the example scenario. It assumes that you configured a contact flowchart ending with a Mail List process. Here you will learn to configure a Response process, enabling Affinium Campaign to match transaction information to contact history. Finally you will perform analysis and reporting.

Sample Data This section includes sample data representing Move Up Campaign contact history and sample transaction data that may respond to that Campaign. By comparing the transaction data to “what Affinium Campaign knows” before processing responses, you can assess how Affinium Campaign might count responses in this case.

Review: Contact Flowchart

This outbound flowchart selects customers and segments them by income. ● A Sample process divides each segment into target and control groups. For

illustration, that process also reduces cell contents to a small size. ● Then the MailList process assigns offers to cells, logs information to Contact

History, and produces list data for mailing operations.


MoveUp: Contact Flowchart




Example Scenario: Response Flowchart and History Data continued

Review: Contact Flowchart continued

As you recall, in the Mail List process you configure… ● Fulfillment: input cells and Output list for a mailing provider ● Treatment: offer assignments to cells. (In this case, the same offer is

assigned to each cell.) ● Parameters: Offer parameters for each cell. (In this case each cell receives

different parameter values.) ● Personalization: Data from contact list to be exported to a destination file. ● Log: Enable logging to Contact History Tables and any other destination.

Response Data Collection

After offers are presented to customers, your organization collects response data outside of Affinium Campaign. ● Response information is usually assembled into an action table, which is a

database table or flat file where each row represents one customer transaction or response behavior.

● The action table is designed to support Affinium Campaign response tracking logic and it includes customer identification, response codes, and attributes of interest.





Response Process Flowchart

To compare responses against contact history and determine results, you configure and run a response flowchart, illustrated below.. ● The Select process reads from the action table available to Affinium

Campaign. ● The Response process causes Affinium Campaign to compare response

information with Contact History and to log information to the Response History table for the appropriate audience level.


MoveUp: Response Flowchart

What Affinium Campaign “Knows”

Here is what Affinium Campaign “knows,” i.e., what it has stored in Contact History…

1 Who was contacted. 2 For each person contacted, which Campaign, Cell, Offer, and

Treatment applies. 3 What values of customized offer attributes were presented to each

person. 4 Who was assigned to which Control group.






Contact History Summary:What Campaign “Knows”

For each person contacted, what Campaign, Cell, Offer, and Treatment apply?

What values forcustomized offer attributes were presented to each person?

Who was contacted?

Who was assigned to which Control group?

SilverA00000111025 (Low Val Target)2008-06-18ChanJune5692310

SilverA00000111025 (Low Val Target)2008-06-18SimpsonTroy60119

SilverA00000111025 (Low Val Target)2008-06-18KaufmanChuck9728

SilverA00000110926 (Low Val Control)2008-06-18CampbellVictor541077

SilverA00000110926 (Low Val Control)2008-06-18KingNelson209256

GoldA00000110823 (Hi Val Target)2008-06-18GrantGenevieve338785

GoldA00000110823 (Hi Val Target)2008-06-18KimGiovanni322104

GoldA00000110823 (Hi Val Target)2008-06-18EllisKatie5993

GoldA00000110724 (Hi Val Control)2008-06-18MorrisDanny479092

GoldA00000110724 (Hi Val Control)2008-06-18DouglasVan126731

R_Product-

Level

Cell-Code

Treatment-Code

Contact-Date

Last_Name

First_Name

Indiv_ID

Example The table below shows what Affinium Campaign “knows” after the contact

flowchart has run. It includes data assembled from the Contact History table and output processes in Affinium Campaign.

Indiv_ ID

First_Name Last_Name ContactDate Target Treat-ment- Code

Control Treat-ment- Code

CellCode R_Product _Level

1 12573 Van Douglas 2008-06-18 58 A000000914 Gold 2 47909 Danny Morris 2008-06-18 58 A000000914 Gold 3 599 Katie Ellis 2008-06-18 59 A000000915 Gold 4 32210 Giovanni Kim 2008-06-18 59 A000000915 Gold 5 33878 Genevieve Grant 2008-06-18 59 A000000915 Gold 6 20926 Nelson King 2008-06-18 60 A000000916 Silver 7 54107 Victor Campbell 2008-06-18 60 A000000916 Silver 8 972 Chuck Kaufman 2008-06-18 61 A000000917 Silver 9 6011 Troy Simpson 2008-06-18 61 A000000917 Silver 10 56923 June Chan 2008-06-18 61 A000000917 Silver





Example continued

To determine… See… Who was selected in connection with the offer?

Indiv_ID

Is a person in a target group or a Control group?

A code exists in either Target TreatmentCode or Control TreatmentCode

What Treatment, Offer, Cell, or Campaign applies?

The Affinium-generated code for each of these things

What customized offer attribute was presented?

R_Product_Level

Exercise 5.1 Interpret Transaction Data

To grasp Affinium Campaign response attribution logic, it is useful to analyze sample transaction data against related contact history and predict how each transaction may be counted. Below is sample action table for the Move Up scenario. Each row represents one customer transaction. Compare the Move Up transaction data (below) to the Move Up contact history summary (above) to predict how Affinium Campaign will record response history in this case. Step Action

1 Evaluate the Move Up transaction data, interpreting whether each row is… ● a direct response ● an inferred response ● a non-response ● a viral response ● a control “response” Record your interpretation of each row in the “Count row as…” column, below.

2 Summarize the response history for the Move Up scenario. Use the form below the transaction data.

Summary: Move Up Response History

Direct Response

Inferred Response

Viral Response

Control Response

Non- Response

Subtotal

Total Response Non-Response





Move Up Transaction Data

Response Code AOI Indiv_

ID First_ Name

Last_ Name

Response- Date

Treat-ment- Code

CellCode R_Prod-uct_Level

Count row as…

1 599 Katie Ellis 2008-07-01 59 A000000915 Gold 2 32210 Giovanni Kim 2008-07-02 59 NULL Bronze 3 33878 Genevieve Grant 2008-07-03 NULL NULL Gold 4 972 Chuck Kaufman 2008-07-04 NULL NULL Silver 5 56923 June Chan 2008-07-05 NULL NULL Bronze 6 101 Noor Garani 2008-07-06 61 NULL Silver 7 20926 Nelson King 2008-07-07 NULL NULL Silver

Interpret Transaction Data continued

Before you create this Response flowchart… ● In the Move Up Campaign, a contact flowchart named F_Contact has been

run. ● Outside Affinium Campaign, response data has been collected into an

action table. To make response information available to Affinium Campaign, and to initiate writing to Response History, you create a response flowchart. This example for the Move Up offer uses the “What Campaign Knows” contact history data presented above. Step Action

1 Navigate to All Campaigns. Result: The All Campaigns page opens.

Exercise 5.2 Create a Response Flowchart with New Table Mapping

2 Open the Move Up folder and open the Move Up campaign. Note: You can examine flowchart F_Contact.

3 Create a new flowchart named F_Response. Save the flowchart.

4 To map in the action table, in this case a database table, on the Administration menu, select Tables…

5 At the Table Mappings dialog, select New Table… 6 At the New Table Definition dialog, select table type Base Record Table. 7 On the page to specify flat file or database table, select Map to Existing

Table in Selected Database. Ensure that Data Source DCC is selected. 8 On the page to specify new table’s source database and fields, select

source table dbo.action_table_01. continued on next page




Create a Response Flowchart with New Table Mapping continued 9 On the page to specify table name and field information, accept all

defaults. 10 On the page to specify the table’s audience level and assign an ID

field… ● Select the Individual Audience Level. ● Under Fields From This Table, select Individual_ID (Numeric) to match the

Audience Field of the same name. Note: Do not check This audience level is normalized in this table because a customer may respond more than once.

11 On the page to specify additional audience levels, do nothing. 12 On the page to specify the relationship to existing dimension tables,

accept the defaults. 13 On the page to specify fields for a stored list of values, click Finish. On

the Table Mappings dialog, click Close. Keep the flowchart in edit mode for the next exercise.

Configuring the Response Process

You use a response flowchart for response tracking in Affinium Campaign, whose central element is the Response process. Here is a summary of how to configure the Response process.

Item Procedure

Input A Response process must be connected to one or more

configured processes whose output cells will be used as input by the Response process

Source tab ● Use the Input drop-down list to select source cells. The source cells originate from the mapped table in your data mart that holds your customer response information.

● Select the date that you want to have associated with the records output by the Response process, using the Response Date drop-down list

● Select the Response Type Code that you want to track. The response type codes are globally defined and available for all Campaigns

Mapping to Treatments tab

select the relevant fields to be tracked, matched to a list of offer and treatment attributes in the system.





Step Action

1 Add a Select process named All Transactions to the flowchart.

Exercise 5.3 Configure a Response Process

2 From the Source drop-down list, select dbo_action_table_01 and then click the Select All Individual IDs option.

3 Run the Select process. 4 Add a Response process below the All Transactions Select process and

connect the Select process to the Response process. 5 On the Source tab of the Response process,

● In the Response Date field, select dbo_action_table_01.ResponseDate. ● In the Response Type Code field, enter Commit (‘CMT’).

6 On the Mapping to Treatments tab, under Specify offer and treatment fields, locate dbo_action_table_01. Match the following fields from the Candidate Action Fields panel to the corresponding attributes in the Matched Offer/Treatment Fields panel: ● TreatmentCode ● CellCode ● R_Product_Level

7 Name the process Responders. 8 Run the process. Save and exit the flowchart.

Result: Information is written to Response History.



Analyzing Response History

Introduction To see results of the Move Up campaign, run a report.

Step Action

1 In the navigation pane, click the Analysis link. Result: The Analytics page opens.

Exercise 5.4 Analyze Response for Move Up Campaign

2 In the path hierarchy beginning Analytics Home , click the Performance

Reports link. 3 At the Performance Reports dialog, select Campaign Performance

Comparison. 4 At the Report Parameters dialog, select Move Up Campaign. 5 Click Generate the Report.

Result: The report opens.

Examining a Performance Report

Here is a Performance Report for the example. Six people were contacted with offers. Four responses were reported. There is one viral response.


Analyzing Response History Using AC Reports

• How many were contacted?• How many transactions attributed

to offer?• How many viral responses?

• How many Control group“responses”?

• How many responses after expiration?




Analyzing Response History continued

Summary of Contact –Response –Analysis Process

The Move Up example included a contact flowchart, a response flowchart, and a report. ● The contact process MailList…

Assigned offers to target cells, including custom values for parameterized offer attributes Created a contact list for export to a mailing service Logged information to contact history for the Individual audience level

● Sample customer transaction data, assembled as an action table, was applied to Affinium Campaign through a response flowchart. The Response process matched response data to contact history by…

Customer Affinium-generated response code(s) Value for parameterized attribute of offer

● Through Analysis, Affinium Campaign reports on… Number of people presented with offers Number of responses Number of viral responses from uncontacted people Number of responses from Control group members Response rates based on this information



Reporting and Analysis

Overview Affinium Campaign includes a variety of built-in reporting capabilities. Using them you can… ● monitor Campaign performance. ● examine reports designed to analyze primary marketing dimensions, such as

Campaigns, offers, channels, and segments. ● drill into multidimensional cubes created for specific Strategic Segments or

cells.

Types of Reports

Affinium Campaign supports two general types of reports.

Report Type Description How Accessed Example

object-specific reports pertaining to a specific object (Campaign, offer, or segment)

Analysis tab of an object

Campaign Performance Summary by Offer

system-wide reports across multiple objects

Analysis link on navigation pane

Calendar of Campaigns




Reporting and Analysis continued

Exercise 5.5 Access a System-wide Report

Some report structures enable you to select parameters before the report is run. In this exercise you will open and run the Campaign Offer Listings report, and then select the Campaign(s) for which you want to list associated offers. Step Action

1 From the navigation pane, click the Analysis link. Result: The Analytics Home page opens. It displays a list of report folders that hold the available reports in Affinium Campaign.

2 From the Campaign Reports folder, click the Campaign Offer Listings link. Result: The Report Parameters page opens.

3 Select one or more Campaigns from the list. 4 Click the Generate the Report button.

Result: Affinium Campaign generates the report, for the parameters you chose (in this case, it generates the Offer Listing report only for the Campaigns you selected in Step 3).

Parts and Functions of a Report

Here is a summary of the visible controls and information on a report.





Parts and Functions of a Report continued

Part Function

Reports toolbar

(displayed for reports generated by Cognos only) From left-to-right, these are the functions that you can perform with the toolbar buttons: ● Send report by e-mail ● View in HTML format ● View in PDF format ● View in Excel 2000 single sheet format ● View in Excel 2000 format ● View in Excel 2002 format ● View in CSV format ● View in XML format

Report generation date Report generation time

displayed at the bottom of the report

Page controls: ● Top/Bottom ● Page Up/Page Down

displayed if contents of a report span more than one page

Rerun link generates an updated report that reflects the latest data

Object-specific Bursted Reports

Some of the reports available from an object (for example, offer, segment, or Campaign) can be bursted. Bursted reports are reports that are cached, meaning they are reports that have already been run on a schedule and whose results are stored by your reports administrator. A bursted report is denoted with an asterisk next to the report name.

These reports may not always reflect the latest data. You do have the option of generating an on-demand version of the report based on current data.





In this exercise you will generate the Detailed Offer Response Breakout report for a Campaign. Step Action

1 Navigate to the Campaign Summary page of the Module 4 Campaign.

Exercise 5.6 Generate a Report From an Object’s Analysis Tab

2 Click the Analysis tab. Note: Your Campaign names and folder structure will be different than illustrations in this exercise.

3 From the Report Type drop-down list, select Detailed Offer Response Breakout.

Result: Affinium Campaign generates the report and displays on the page.

4 To update the report to display the latest data, click the Rerun Report

link.





Exercise 5.7 Generate a Cell-Specific Report

You can also generate cell-specific reports from a flowchart in Edit mode. In this exercise you will generate a Cell Waterfall report for a Campaign. A Cell Waterfall details the status of a cell as it progresses through a flowchart, providing a useful audit trail for analyzing Campaigns. Step Action

1 Open a flowchart in Edit mode (i.e. M3A) 2 Click the Reports link.

Result: The Cell Specific Reports window opens. 3 In the Report to View field, select Cell Waterfall. 4 In the Cell drop-down list, click the cell you want to report on(i.e. Loyal

Core). 5 Close the report and Save and Exit the flowchart




Purpose This topic introduces Campaign contact and response tracking capabilities in addition to those that you learned earlier in this module. This course does not teach how to use these other capabilities.



Tracking other kinds of response

Tracking things in addition to response

Collecting and submitting response data to Affinium Campaign

Tracking Other Kinds of Response

Response Definition How Affinium Campaign Can Track It

Compare types of response

You can use built-in Response Types to identify varied behaviors for tracking… ● You can compare Response Types such as Inquire vs.

Explore vs. Commit ● An organization can define additional Response Types

Customer buys not target product but a related product

You can provide a product lookup table for Affinium Campaign

Customer buys n items over a time period

You can run an Affinium Campaign Session on transaction data to find cases of multiple responses in a series, and then log those cases to Response History




Response Tracking: Options and Best Practices continued

Tracking Things in Addition to Response

You may wish to monitor factors associated with customer response--for example, time elapsed between a customer’s last purchase and this one, or a customer’s average account balance for two months preceding a purchase. For such needs, an organization can define Additionally Tracked Fields in Contact and/or Response History tables. This capability is powerful when you populate these fields with values from derived fields and Affinium macros. ● Additionally Tracked Fields in Contact or Response History tables are created

at installation ● To analyze resulting information, you may need custom reports

Collecting and Submitting Response Data to Affinium Campaign

For Affinium Campaign to provide response matching and analysis, an organization needs corresponding business practices to assemble and apply response data. An organization chooses what data to collect and how and when to submit that data to Affinium Campaign. For example, an organization might… ● Run multiple Response flowcharts potentially applicable to a certain

campaign, with each response channel or data source having its own action table and flowchart.

● Run Response flowcharts periodically, such as daily.




Response Tracking: Options and Best Practices continued

Conclusion Affinium Campaign has powerful and wide-ranging response tracking capabilities. ● You can analyze response only when you collect response data! To measure

success of marketing campaigns, begin implementing methods to identify… each customer who responds the offer to which each customer responds

● Design offer attributes carefully. Attributes can personalize customer dialog in powerful ways. Attributes with personalized values are also an important means by which Campaign can infer response attribution.

● Consider how multiple offers affect each other in tracking response and evaluating campaign performance.

In cases of a response after multiple contacts, if every offer gets credit, there is a tendency toward over-counting. Multiple uncoordinated offers lead to customer contact fatigue.

● Measurement programs can be designed to combine channels, such as codes collected from both website and conventional store.

● Response tracking is part science, part art. By being systematic and establishing benchmarks, you can identify performance trends and refine your tracking approach.



Module 5 Summary


Module 5 Summary

Offer and Response Cycle• recording contacts (logging to Contact History)• tracking responses• reporting

Response Tracking• Use a response tracking flowchart to write response

data to Response History.• Affinium Campaign applies logic for attributing

responses as direct, inferred, or viral.

Reporting (Analysis)• Analyze campaign performance, marketing

dimensions such as offers, or multidimensional cubes• Access reports for one object or the system

Offer and Response Cycle

Affinium Campaign supports efforts in all stages of the offer and response cycle common to marketing efforts. This module reviewed activities for recording contacts (logging to Contact History). It explored techniques for… ● tracking responses ● reporting (analyzing results)

Response Tracking

A response tracking flowchart writes data to the Response History table, while Affinium Campaign applies logic for attributing responses as direct, inferred, or viral. You view and analyze the results in Affinium Campaign Reports.

Reporting Affinium Campaign includes built-in reporting capabilities to monitor Campaign performance, analyze marketing dimensions such as Campaigns, offers, channels, and segments, and drill into multidimensional cubes. You can access reports for an object such as a campaign, or for the system, such as multiple campaigns.

Module 6 End-User Administration



Topic See Page


The Schedule Process 6-2

Triggers 6-4

Log Files 6-8

Using Dimension Hierarchies 6-10

Offer Template Overview 6-14

Affinium Security Overview 6-18


6-1 Module 6: End-User Administration


Module 6 Overview

Introduction In this module you will learn about a variety of administrative procedures, that an end-user ordinarily would not perform, to maintain and enhance Campaign functionality. There are many other tasks that only Affinium Campaign implementers or system administrators should complete.


Module 6 Overview

Learning objectives:manage security for users and groups

create offer templates

schedule flowchart execution with the Schedule process

gain working familiarity with…• dimensions and dimension tables• security policies• triggers

Learning Objectives

Upon completion of this module, you will be able to complete several administrative tasks at the end-user level: ● managing security for users and groups ● creating offer templates ● scheduling flowcharts with the Schedule process Also, upon completion of this module you will be familiar with these Affinium Campaign concepts: ● dimensions and mapping dimension tables ● triggers ● security roles and security policies

Module Plan This module is a collection of topics selected under the central theme of what an end-user needs to know and do to use Affinium Campaign efficiently.


6-2 v7.5/200810 Module 6: End-User Administration

The Schedule Process

Purpose

The Schedule process lets you initiate a process, a series of processes, or an entire flowchart. ●The most common use of a Schedule process is to control the timing of the

entire flowchart, on a regular schedule, or when a triggered event occurs. ● A Schedule process doesn’t generate any data; you use it to control a

flowchart.


Schedule Process

Initiate a process, a series of processes or an entire flowchart.

Most common use: control the timing of a flowchart, on a schedule or a trigger.

Examples Here are some examples of how you can use a Schedule process. With a

Schedule process you could… ● run a process or a flowchart repetitively, by a trigger, or at a certain time. ● execute a flowchart at the same time each week, and also whenever

triggered by a special event. ● schedule a batch process to run a flowchart late at night when it would not

interfere with daytime processing needs.




The Schedule Process continued

Exercise 6.1 Configure a Schedule Process

In this exercise you will add and configure a Schedule process that will execute a flowchart on a regular basis.

Step Action 1 Open the M2A flowchart.

2 Select the entire flowchart (Ctrl+A) and move it down one row. 3 At the top of the flowchart, add a Schedule process.

4 Connect the Schedule process to all of the the top-level Select

processes. Result: The dotted line connection signifies that the select process cannot run until the Schedule process runs.

5 Configure the Schedule to run the flowchart once every week over the next 90 days, as follows.

In this field… enter… Total Schedule Period 90 Schedule to Run Every Monday

6 Click OK. 7 Run the flowchart and save it an exit.

Custom Run Options

You can also configure the Schedule process to run at a specified date and time or when a trigger executes. Select the Custom Run option and configure it according to your specifications.

Option Description

Run on exact date and time specified

Specify a date and times in the fields provided, or select a date from the Calendar.

Run on a trigger Specify an inbound trigger to activate the Schedule process. For example, you could set up a trigger to schedule a cross-sell Campaign when a customer makes an online purchase.



Triggers

Overview Triggers serve as prompts to initiate either Campaign execution or some other external action.

Key Concepts

trigger an event that causes one or more Campaign processes to run, in the form of a text string that executes a command line, which can be a batch file, a script file, or a command

inbound trigger ● a message that is broadcast to one or more Campaigns. ● You can configure a flowchart to "listen" for a trigger to start the

execution of one or more processes, or send a trigger from a third-party system that executes on the occurrence of some external event

outbound trigger

the execution of a command, batch file or script that takes place after a flowchart or process is run

broadcasting the process of notifying all flowcharts in Affinium Campaign, specific Campaigns, or specific flowcharts that an inbound trigger has executed

Examples

Here are some examples of inbound and outbound triggers. Trigger Type Examples

outbound ● Send a file via FTP to a mail house after a Contact List has been generated.

● Launch an update to a customer database. ● On success or failure of a Campaign run, send

an e-mail. inbound ● Execute a campaign after a database update

is complete. ● Send an e-mail notification upon completion of

a Campaign. continued on next page



Triggers continued


Inbound/Outbound Trigger Example

Inbound/Outbound Trigger

Name: Run_MyCampaign

Contents ==> c:\affinium\campaign\bin\unica_actrg.exe * RunMyCampaign

- This is an outbound trigger that starts any campaign (i.e. the campaign code is wild carded) that has RunMyCampaign in the "Run on Trigger" parameter of the Schedule process

Before you can use an outbound trigger, you must store it in Affinium Campaign’s Stored Triggers list. You do not need to store inbound triggers in the list. In this exercise, you will create a new Campaign and two new flowcharts. You will then create a stored outbound trigger that will launch the second flowchart at the conclusion of the first flowchart. Step Action

Exercise 6.2 Create a New Campaign, Flowchart and Set Up a Stored Trigger

1 Create a new Campaign named Module 5 and a flowchart named M5A. 2 Configure a Select process to return all Customers.




Triggers continued

Create a New Campaign, Flowchart and Set Up a Stored Trigger continued 3 Run the process box and keep the flowchart open. 4 ● Create a new flowchart named M5B.

● Configure a Select process to return all married customers. (Customers.Customer_Demographic_Info.Martial_Status_Code=’M’).

● Save the flowchart and keep it open.

5 From the menu bar, select Tools>Stored Triggers… Result: The Stored Trigger Definitions window opens.

6 Create a new folder named [Your_Name]_Triggers with the Global security policy.

7 Click the New Item… button. 8 In the Name field, enter a name for the trigger, for example

Launch_Flowcharts. Result: This will be the text string entered or selected in the Send Trigger fields in Affinium Campaign.

9 (Optional) Enter a description in the Note field. 10 In the Command field, enter the following trigger command:

C:\Affinium\Campaign\bin\unica_actrg.exe * unica.

11 Save the trigger and close the window.

Keep the flowchart open for the next exercise. continued on next page



Triggers continued

In this exercise you will use the outbound trigger that you created in the previous exercise in a Schedule process in a flowchart. Step Action

Exercise 6.3 Assign an Outbound Trigger

1 In Flowchart M5A, add a Mail List process below the Select process and

connect the Select process to the Mail List process.

2 Open the Mail List process and, on the Fulfillment tab…

● identify an output with a name and location of your choosing ● check the Send Triggers option, and in the drop-down list next to it,

select the Launch_Flowcharts trigger that you created in the previous exercise.

3 Complete the configuration of the Mail List process on your own. If you need a refresher on configuring Mail List processes, see p.4-25.

4 Click OK.

Exercise 6.4 Use a Trigger in a Process

In this exercise you will use an inbound trigger.

Step Action 1 Return to flowchart M5B.

2 Move the Select process down one level. 3 Add a Schedule process above the Select process and connect the

Schedule to the Select. 4 Double click the Schedule process and choose custom run. 5 De-select the Run On Time: check box and Select the Run on Trigger(s):

check box 6 Insert the key word unica (referenced in exercise 6.2) 7 Save and run the flowchart. 8 Return to and run flowchart M5A. 9 Open Flowchart M5B. Notice the flowchart ran successfully. 10 Save and exit all flowcharts.



Log Files

Purpose You can use Affinium Campaign log files to track flowchart activity and trace errors.

Log File Locations and Logging Level

An Affinium implementer usually sets the location of log files on the system and the default logging level, or the amount of information written to the file. This section focuses on an end-user’s access to flowchart logging.

Step Action

1 Open a flowchart. 2 From the menu bar, click Tools>View Log.

Result: The log file opens.

Exercise 6.5 View Log Files From a Flowchart and Modifying Logging Options

3 To set or change logging options, click Tools>Logging Options. continued on next page



Log Files continued

View Log Files From a Flowchart and Modifying Logging Options continued 3

(cont’d) Result: The Logging Options dialog box opens. It enables you to select from among several logging options, in increasing level of detail.

Level Description Error flowchart errors Warning flowchart warninings Information informational messages Debug detailed debugging information

You can also select from among several message categories to log and also select an option to include the Process ID in the log.

Another Way to View Logs

Here is another way to view logs: ● Return to the Campaign Summary page and click the Analysis tab.

● Click the Download Log File icon.



Using Dimension Hierarchies

Overview In this section you will learn how to set up dimensions and dimension hierarchies.

Key Concept

dimension hierarchy

a set of predefined SQL selection queries that can be applied to any list of IDs, often defined in several levels that allow data to "roll up" from lower levels to higher ones

Dimension Hierarchy Example

Here is an example of an income dimension hierarchy with three dimension levels. (There is no limit to the number of levels in a dimension hierarchy in Affinium Campaign). Each higher level encompasses data from its lower levels. Lower levels roll up into higher ones, and from higher levels you can drill down into lower ones.

Note: This table only displays the first three columns of an actual table that you would use to construct a dimension hierarchy. The remaining columns are displayed on p.6-12.




Using Dimension Hierarchies continued

Building Dimensions: Summary of Steps

Establishing dimensions is a two-step procedure. Here is a summary. 1. Create the database table or flat file that contains the primary dimension

definition information. 2. Map the table or flat file as a dimension.

1. Create a Table or Flat File

You define the dimension’s levels in either a database table or a flat file. The definition at the lowest level must be either an Affinium Expression (without custom macros or derived fields) or raw SQL. See “Dimension Hierarchy Table, Continued,” on p.6-12. You can use a Campaign Session to define a flowchart that creates the table or flat file.

2. Map the Table or File

You use the table mapping wizard in Affinium Campaign to identify the table or flat file to map and then match the fields with Affinium-required dimension fields.

Structure of a Dimension Table

The dimension table or flat file that you create should have this general structure.

● You can set up any number of levels. ● The Expression column must contain the expression for the lowest level of the

dimension hierarchy (see “LevelN ” above). The expression may be either a SQL statement, or an Affinium Expression without custom macros or derived fields.





Dimension Hierarchy Table, Continued

This table continues the same example that you saw in “Dimension Hierarchy Example,” on p.6-10. Here you can see the contents of the lowest level—in this case, in the Level3_Name column, and the Expression column, and the Datasource column.

Exercise 6.6 Map a Dimension Hierarchy

In this exercise you will map in a dimension table that has already been created. It is a tab-delimited flat file that you could use to create the dimensions in the examples above. Step Action

1 From the navigation pane, click Administration and then Manage Dimension Hierarchies.

2 On the Dimension Hierarchies dialog box, click the Load button. 3 On the Load Dimension Hierarchies dialog box, select the Load dimension

hierarchies from stored table catalog (replace existing definitions) option and click OK.

4 In the Stored Table Catalogs dialog box, select (highlight) Class_dimension_hierarchies.cat and click the Load Catalog button.

5 Click the New Dimension button. continued on next page




Map a Dimension Hierarchy continued 6 Enter the following into the Edit Dimension dialog box.

In this field… enter… Dimension Name Income Dimensions Description 3-level income dimension

hierarchy Number of Levels 3 Elements are Mutually Exclusive

7 Click the Map Table button.

Result: The table mapping wizard opens. 8 Enter or select the following in the wizard to map the flat file as a

dimension table. ● Map to Existing File ● File type: Delimited File ● First Row of Data Contains Field Names ● Field Delimiter: TAB ● Qualifier: None ● Source file: \Training Course Source Files\Income_Dimensions.txt

9 On the Select and match required fields screen of the wizard, click the Finish button.

10 On the Edit Dimension dialog box, click OK. Result: Income Dimensions dimension hierarchy now displays on the Dimension Hierarchies list.

11 Click the Save button and save the dimension hierarchy in the Class_dimension_hierarchies.cat catalog and click OK to overwrite the old definition.

Exercise 6.7 On Your Own: Use the Dimension Hierarchy in a Flowchart

After mapping in the dimension hierarchy, use it in a query in one or more of the flowcharts that you have been working on in this course.



Offer Template Overview

Overview Offer templates are one of the items that are usually created when Affinium Campaign is implemented. This section will give you a high level view of how templates are created.


Offer Templates

Offer template defines:• Offer code specification• Treatment code specification• Available custom attributes• Hidden offer attributes• Parameterized offer attributes

Unlimited # of offer templates can be defined at implementation time

New offer templates can be added at any time

Available for searching/querying against offers


Offer Templates continued

Old offer templates (in use) can be retired (preventing further use)

Cannot be changed while editing an offer

Cannot be edited/deleted after it’s been used




Offer Template Overview continued

Components of an Offer Template

To set up an offer template, you create an offer template definition, which may include one or more custom offer attributes.

Part Description Where Created

offer template definition the complete set of offer template elements

Administration>Offer Template Definition

custom offer attribute specifications for parameterized offer attributes

Administration>Custom Attribute Definitions

Exercise 6.8 Set Up Custom Attributes

Assume that you want to create an offer template for discount coupons on merchandise at an outdoor recreation supplier. You would like to set up the offer template with parameterized attributes, so that when the offer is assigned, the Campaign user can select or enter attribute values. Step Action

1 From the navigation pane, click the Administration link. 2 On the Administration page, click the Custom Attribute Definitions link. 3 On the Custom Attribute Definitions page, click the Add… link.

Result: The Add Attribute Details page opens.

4 Fill in the fields on the Add Attribute Details page to specify the attribute

name, and other details. ● For example, name the offer Credit Rating. ● Be sure to select Offer in the Attribute Of: field.





Set Up Custom Attributes continued 5 Note the choices available in the Form Element Type field.

Here is an example of a Select Box-String populated with value choices for the attribute.

6 Save changes to the custom attribute.

Exercise 6.9 Create an Offer Template

After setting up custom attributes, you can then create an offer template. Keep these characteristics of offers in mind as you create the template: ● Offer attributes within an offer template can be defined as static, hidden

(static), or parameterized. ● Default values can be specified for offer attributes. ● Once an offer template has been created and an offer has been created from

it, it can no longer be deleted (only retired) and it can no longer be edited.

Step Action 1 From the navigation pane, click Administration>Offer Template Definitions.

2 On the Offer Template Definitions page, click the Add… link. The New Offer Template wizard opens.





Create an Offer Template continued 3 Fill in Step 1 (Metadata) with identifying information about the template.

Note that Security Policy is a required field. 4 Use the Step 2 of 3: Offer Attributes page to include custom attributes on

the offer template.

Note that you can add custom attributes categorizing and placing them as Static, Hidden Static, or Parameterized attributes.

5 Use the Step 3 of 3: Default Values page to set default values for the attributes. Result: Each time an offer is created from this template, these default values will be used. Here is an example of how this page can be used.



Affinium Security Overview

Introduction This section of the module provides an overview of the security within Affinium Campaign 7, starting at a general level and adding complexity.

Key Concepts Below are key concepts relating to security in Affinium Campaign.

user an account that can be used to log into the Affinium system, typically belonging to an individual

group a collection of users who have the same application access needs

object a user-defined area of functionality that can be captured and stored within the Affinium system, for example, Campaigns, Offers, Templates, etc.

function a valid action that can be performed on an object, for example, edit a Campaign or create an offer

permission specifies whether the action is allowed

security role the set of permissions for users with the same job responsibilities or security requirements Security roles are grouped together into security policies

security policy a collection of security roles

Security Roles Security permissions within Affinium Campaign are defined within a security

role. Each user can be assigned to one or more security roles.

Security Roles Example

You could create separate security roles for each of these groups of users.

Group Responsibilities Executives ability to view flowcharts and analysis

reports only Campaign Designers

view and edit campaigns and perform campaign test runs

Administrators retire offers, remap system tables and create new audience levels

Security Policies

A security policy is a collection of roles. Typically, a security policy will contain all of the roles required by an Affinium Campaign user group. Some companies may have discrete subgroups of users that cannot share Affinium Campaign objects and have different role definitions. In this scenario, the company may define multiple security policies to satisfy the needs of multiple groups.




Affinium Security Overview continued

Roles Within a Security Policy Example

Here is an example of the roles within a security policy:

Role Description Reviewer can open flowcharts as if for

editing, but cannot save changes Designer creates objects but has limited run

capability Execute verifies objects for correctness and

completeness and can run objects in production

Admin performs administrative functions within the group

Security on Top Level Objects and Folders

All objects within Affinium Campaign can be organized into folders and sub-folders. Top-level folders are the folders that do not reside inside of another folder. ● When you create a top-level folder, you assign a specific security policy to

that folder. ● Each object inherits its security from the top-level folder in which it resides.

In addition, every object you create at the top level requires you to assign a security policy.

● You can assign different security policies to different top-level folders. ● Each top-level folder or object can have only one security policy.


Top-Level Folders and Objects

You apply security policies to top level folders and objects.





How Security is Set Up

Here is a high level look at the overall security flow from users to Affinium Campaign objects. ● Create users in Affinium Manager. ● Assign users to groups in Affinium Manager. ● Assign groups to roles in Affinium Campaign, and then combine roles into

security policy. ● Assign security policies to top-level folders. Affinium Campaign objects

inherit their security from the top-level folder in which they reside.


Setting Up Security

Exercise 6.10 Create a User

In this course you have all the permissions assigned to a system administrator in Affinium Campaign, but you may not have those same permissions at your site. Step Action

1 Log on to Affinium Manager. For this course log on as follows (at your site you will likely use another procedure): ● From Internet Explorer, go to http://localhost:7001/manager ● Log on to Affinium Manager with username asm_admin and password

of unica.





Create a User continued 2 At the top of the page, click the New User button.

Result: The New User pane opens.

3 Create a new user by entering information in the indicated fields. 4 Click Save Changes to create the user account.

Result: A ‘Save Successful’ message appears and the user now appears in the User Administration list.

Exercise 6.11 Create a Group

Typically, groups are organized by security policies and roles. For example, there may be one group for each security policy in Affinium Campaign and a subgroup for each role within that policy. Step Action

1 At the top of the Affinium Manager, click the Group Manager link. Result: The Group Manager page opens.

2 At the top of the page, click the New Group button. Result: The New Group pane opens.

3 Enter a name for this group. In Affinium Manager, group names should match security policy names.

4 You may also provide a description for this group then click Save Changes. Result: The group now appears in the list of groups on the left.





Assigning Users to Groups and Subgroups

Although at this point you have created users and groups, the users you created still will not have access to any Affinium applications until they are assigned into a group.


Assigning Users and GroupsAssigning users to ‘Designer’ group

Assigning groups to user Larry Designer

Users can be assigned to

groups in AM

OR

Groups can be assigned to

users

You can assign users to multiple groups and subgroups. Step Action

1 From the Group Manager area within Affinium Manager click on the group that you created in Exercise 6.11.

Exercise 6.12 Assigning Users to Groups

2 Click on the Edit Users link on the right-hand pane.

Result: The list of available users opens.





Assigning Users to Groups continued 3 Click on users that you would like to assign to this group and use the

Add>> and <<Remove buttons to manage the list. 4 Click the Save Changes button.

Exercise 6.13 Assign a Security Role to a Group

When you assign users and groups to security roles, you indicate to Affinium Campaign what level of permissions each user should have to the objects and functions in Affinium Campaign. Note: You must be assigned to a role that can manage security to do this. Step Action

1 Log on to Affinium Campaign. 2 From the navigation pane, click the Administration link. 3 Click the User and Group Permissions link.

Result: The User Permissions page opens.

When assigning roles to a group, every user in that group will also be assigned the role.

4 Click the name of the group to which you would like to assign a role. Result: The Properties page for the group opens.

5 Select the role(s) you would like to assign to this group on the left and assign them by using the >> button. Result: The users within this group are now assigned into this role.

6 Click the Save Changes button. continued on next page




● You must be assigned to a role that has been granted the ability to manage security in order to assign roles.

● You may also assign a security role to a group. This will assign all users within that group to the security role assigned to the group.

● An individual can have multiple roles from different security policies or from the same security policy.

Step Action

Exercise 6.14 Assign Security Roles to an Individual

1 From the navigation pane click Administration. Result: The Systems Administration Settings page opens.

2 Click on User and Group Permissions link. Result: The User Permissions page opens.

Note that all the individual users in the group we assigned in the last exercise all have the same role.

3 Expand the All Users list and Select the user to which you would like to assign a role. Result: The Properties page for that user appears.

4 Select the roles in the left pane and add them to the user by clicking the >> button. Result: The user is assigned to the role(s).



When Do I Create a New Security Policy?

create separate policies for each group

create appropriate roles within each group

multiple sub-organizations

different types of access levels for each group (ex. Designer, Manager vs. User, Supervisor

edit the global policy to customize the roles for your group

a single group

different levels of access within the group (Admin, Designer, Manager)

then…If you have…





Exercise 6.15 Create a Security Policy

If you only have one group of users on your Affinium Campaign installation, then you probably only need to use the Global security policy. You can edit the roles within the Global security policy to match the roles and permissions within your group. If you have multiple groups or sub-group on the same Affinium Campaign installation that have different role definitions, then you may need to create multiple security policies; one for each group or sub-group.

Step Action 1 From the navigation pane on the Home page, click the Administration

link. Result: The Administration page opens.

2 Click the Security Policy Settings link. Result: The Security Policy Settings page opens.

3 At the bottom of the page, click the Add a Policy… link.

Result: The Properties for ‘New Policy’ page opens.

4 Enter the following information. In this field… enter… Policy Name the policy name you would like to

use, for example Marketing_Group Policy Description a description of the policy, for

example, restricted access for Marketing Group


Result: The new policy is added to the list of policies.

Step Action

1 Log on to Affinium Campaign as a user who has the ability to add Campaigns.

2 From the Home Page click on the Campaigns link on the navigation bar.Result: The Campaigns page opens.

3 Click on the Add a Subfolder link. Result: The Add a Subfolder page opens.

Exercise 6.16 Assign Security Policy to a Folder

4 Enter a name for the Campaign folder. continued on next page




Assign Security Policy to a Folder continued 5 In the Security Policy field select the security policy you created in the

previous exercise. 6 Click Save Changes.

Result: The security policy has been applied to the campaign folder. All objects and subfolders within this folder will inherit these permissions.

Step Action

Exercise 6.17 Assign Security Policy to an Object

1 Log into Affinium Campaign as a user that has the ability to Add Campaigns.

2 From the Home Page click on the Campaigns link on the navigation bar. Result: The Campaigns page opens.

3 Click on the Add a Campaign link. Result: The Add a Campaign screen opens.

4 Enter a name for the Campaign.

You may only assign a security policy to objects that are at the root level. 5 In the security policy drop down, select the security policy you created

earlier. 6 Click Save Changes.

Result: The security policy has been applied to this Campaign.

You, your Affinium Campaign implementer, or System Administrator determine the unique set of security permissions that each type of user within your organization needs. After security needs have been defined, you can create the security roles with the appropriate security policy. Step Action

Exercise 6.18 Create Roles

1 From the navigation pane in Affinium Campaign, click Administration> Security Policy Settings.

2 On the Security Policy Settings page, click on the name of the policy to which you would like to add a role.

3 Click on the Add a Role… link.

Subgroup names in Affinium Manager should match the role names in Affinium Campaign.

4 Enter a name and a description for the role in the Role Name and the Role Description fields.





Create Roles continued 5 To enter additional roles, repeat steps 2 and 3. 6 Click the Save Changes button.

Result: The new roles display with the policy on the Security Policy Settings page.

Permission Granting Options

There are three permissions settings.

Icon Name Description

Granted The role has been explicitly granted

permission to this feature.

Denied The role has been explicitly denied permission to this feature.

Not Granted The role has not been explicitly granted

or denied permission to this feature. When Not Granted is assigned, the user will inherit the permission to the object based on permissions they may have in other roles.

Exercise 6.19 Set Security Permissions

Affinium Campaign arranges objects on which you can control access in folders. You can set security permissions for one feature, or set permissions for all objects in a folder. Step Action

1 From the Security Policy Settings page, click the Global Security Policy link. Result: The Properties for ‘Global Policy’ page opens.

2 Click Save and Edit Permissions… button. Result: The Permissions for ‘Global Policy’ page opens. It displays permissions, grouped by folders, in an expandable/collapsible hierarchy.

3 Collapse the folders for all feature areas. Select one of the folders and click the check box for that folder in the Designer role. Result: All of the features within this folder will have this same setting for this role.

4 Open the folder and verify that all features have the same security setting for that role.




Module 6 Summary


Module 6 Summary

Triggers• serve as prompts to initiate either execution of a

Campaign or some other external action • inbound trigger--can start the execution of one or

more processes • outbound trigger -- executes a command, batch file, or

script and executes after a flowchart or process is run Schedule Process• use to initiate a process, a series of processes, or an

entire flowchart Log Files• track flowchart activity and trace errors • set logging levels

Triggers Triggers serve as prompts to initiate either execution of a Campaign or some

other external action. ● An inbound trigger can start the execution of one or more processes. ● An outbound trigger executes a command, batch file, or script and executes

after a flowchart or process is run. ● You set up trigger from the Tools menu in a flowchart and on certain

processes you can call the trigger by name.

Schedule Process

You use the Schedule process to initiate a process, a series of processes, or an entire flowchart. For example, you could use a Schedule process to execute a flowchart at the same time each week.

Log Files Log files in Affinium Campaign track flowchart activity and trace errors. You can set logging levels, or the amount of information recorded in the log files.







Dimension Hierarchies• A set of predefined SQL selection queries often

defined in several levels that allow data to “roll up”from lower levels to higher ones

• A database table or flat file whose columns define the level names of the dimension hierarchy and the SQL expression that establishes the lowest level.

Offer Templates• Consist of the attributes that comprise an offer,

including parameterized values for some attributes.• Create any needed custom offer attributes.• Build a template, incorporating custom and non-

custom attributes.

Dimension Hierarchies

A dimension hierarchy is a set of predefined SQL selection queries that can be applied to any list of IDs, often defined in several levels that allow data to "roll up" from lower levels to higher ones.. ● You start with a database table or flat file whose columns define the level

names of the dimension hierarchy and the SQL expression that establishes the lowest level.

● You then map the data source for the dimension hierarchy to Affinium Campaign and then it is available for use in flowcharts.

Offer Templates Offer templates are objects that users use to create offers. Offer templates consist of the attributes that comprise an offer, including parameterized values for some attributes. ● First, you create any needed custom offer attributes. ● Then you build a template, incorporating custom and non-custom attributes.







Affinium Security• Security is applied as one or more security policies. A

policy is a collection of security roles.• A security role is a set of permissions for users with

the same job responsibilities or security requirements.• A security group is a collection of users who have the

same application access needs. • Create users and assign users to groups in Affinium

Manager.• Assign groups to roles in Affinium Campaign and then

combine roles into a security policy.

Affinium Security

This module provided a summary review of concepts and procedures for applying security to Affinium Campaign. ● Security is applied as one or more security policies. A policy is a collection of

security roles. ● A security role is a set of permissions for users with the same job

responsibilities or security requirements. ● A security group is a collection of users who have the same application

access needs. You create groups in Affinium Manager. ● You create users and assign users to groups in Affinium Manager. ● You assign groups to roles in Affinium Campaign and then combine roles into

a security policy.

Appendix AAdvanced Topics


In This Appendix

This appendix contains the following sections.

Topic See Page

Affinium Campaign Custom Macros A-1

User Variables A-4

Sessions A-6

A-1 Appendix A: Advanced Topics

Introduction to Affinium Campaign v7.5/200810 A-1

Affinium Campaign Custom Macros

Purpose Custom macros allow you to store queries either as an Affinium Expression or in raw SQL form.

Uses Stored query criteria in macros are available for use within processes in the Campaign you created them from or in other Campaigns. You can also create custom macros with parameters whose values users fill in as they use them.

Adding Efficiency to Affinium Campaign

Using custom macros is one of many ways to add efficiency to Affinium Campaign. Custom macros… ● keep complex logic and programming invisible to non-technical users ● can significantly increase flowchart performance ● serve as building blocks for derived fields

Types of Custom Macros

There are three types of custom macros. ● Affinium Expression (Using Affinium Macros) ● Raw SQL Selecting ID List ● Raw SQL Selecting ID List + Value (not illustrated in this section)

Create a Folder to Store Macros

You should create a folder and a subfolder structure as needed, to store custom macros. Step Action

1 Open a flowchart.

2 From the menu bar, click Tools>Custom Macros. 3 Click the New Folder button. 4 Name the new folder <Your_Initials>_Macros. 5 Click the Save button.


Introduction to Affinium Campaign A-2

A-2 v7.5/200810 Appendix A: Advanced Topics

Affinium Campaign Custom Macros continued

Exercise A.1 Build an Affinium Expression Custom Macro

In this exercise, you will build a custom macro using the Affinium Expression IF (). It will evaluate a customer’s income, placing the customer in either the “Gold,” “Silver,” or “Bronze” categories, based on the amount of the income.

Step Action 1 Open the Custom Macros window (if not already open) and click the

New Item button. 2 Give the item a name, for example Income_Tiers. 3 In the Expression Type field, select Affinium Expression. 4 Click the Edit button.

Result: The Specify Selection Criteria window opens. It uses the same Query Helper functionality available in process boxes.

5 Click the Query Helper button. 6 Navigate down the tree structure to All Built-in Macros>IF and double-

click. Result: IF() displays in the Expression window. The syntax for the IF() expression is IF(predicate_col,then_value,else_value), which is documented in the lower pane in the window.

7 In the Available Fields window, navigate to and double-click Customers_Demographic_info.Income. Result: Customer_Demographic_info.Income displays inside the parentheses. It is the first of three required arguments in the expression.

8 Enter >80000,”Gold”, 9 Double-click IF 10 Enter Customers.Customer_Demographic_Info.Income>4000,"Silver","Bronze"

Result: ● The complete syntax is now:

IF(Customers.Customer_Demographic_Info.Income >8000,"Gold",IF(Customers.Customer_Demographic_Info.Income >4000,"Silver","Bronze"))

● The macro establishes three income tiers.

11 Click Close and then OK and then Save.




Affinium Campaign Custom Macros continued

Exercise A.2 Build a Raw SQL Selecting ID List Macro

This type of macro operates entirely on the database server using SQL. It returns an ID list to the Campaign Server. In this example you will create a macro with a parameterized value that the user will enter when building the Campaign. Step Action

1 From the Tools menu, create a new macro named AccountsByType.

It is a best practice to specify the audience level associated with the macro in the macro name.

2 In the Expression Type field, enter Raw SQL Selecting ID List. 3 In the Database field, enter dcc. 4 In the Expression pane, enter this SQL statement:

SELECT Acct_ID from dbo.account WHERE Acct_Type_Code=<code>

5 Click the Save button.



User Variables

Purpose Affinium Campaign supports user variables that can be used during process configuration when creating queries or expressions

Guidelines for User Variables

● User variables are local to the flowchart in which they are defined and used, but have global scope within that flowchart.

● The standard syntax for user variable is UserVar.UserVarName. ● A User variable has a default value, which is the value assigned when the

user variable is first created. ● The default value is only used to set the current value just prior to executing

a flowchart. Affinium Campaign cannot resolve a user variable without a current value.

Exercise A.3 Create a User Variable

In this exercise, you will create a user variable that generates a dynamic date field that automatically updates the selection criteria each time the flowchart executes. This date can then be inserted into the name of the flowchart’s output file each time the flowchart is run. Step Action

1 Open a flowchart. 2 From the menu bar click Tools>User Variables.

3 Enter the following…

In this field… enter… Variable Name UserDept Data Type Text Default Value MKTG Current Value MKTG




User Variables continued

Create a User Variable continued 4 Click OK.

Result: Affinium Campaign stores the user variable, and you can access it later when configuring flowchart processes. Affinium Campaign refers to user variable names with the following syntax: UserVar.UserVarName.

5 Create a derived field by adding a Select process to the flowchart. ● Name the Derived Field with the User Variable name, for example

UserVar_UserDept. ● In the Expression window, enter UserVar.UserDept In

('MKTG','SALES','ADMIN').



Sessions

Key Concept

Session a container for functionality that you use in Affinium Campaign to create fundamental, persistent, global data constructs (such as strategic segments and cubes) and then make those items available to all Campaigns

Think of a session as a “container” for one or more flowcharts that will perform campaign preparation tasks such as ETL (extract, transform, load), data output, and creation of Strategic Segments.

Similar to Campaigns, sessions are comprised of individual flowcharts.

Strategic Segment

a reusable list of individuals, or other audience keys, that you can use in the Select process and in Analysis of a Campaign

Global suppression segment

A Strategic Segment with a list of unique IDs can be specified as a global suppression segment for a particular audience level, applicable across Affinium Campaign.

What a Session Does and Doesn’t Do

● A Session processes supporting data for one or more Campaigns. Supporting data includes Strategic Segments.

● A Session does not require the reporting and analysis features that other areas of Campaign do.




Sessions continued

Session Example

Here is an illustration of a Session flowchart that produces a Strategic Segment.

Step Action

1 From the navigation pane, click Sessions. Result: The Sessions page opens.

Exercise A.4 Set Up a New Session

2 The session that you are about to create will be located in an existing folder. Click the Global Segments link. Result: The Global Segments folder opens.

3 Click the Add a Session link. Result: The Session Summary page opens.

4 Enter the following information: In this field… enter… Name Customer Status Description Creates active and inactive customer

status strategic segments.




Sessions continued

Set Up a New Session continued 5 Click the Save and Add a Flowchart button. 6 On the Flowchart Summary page, enter a name for the flowchart, for

example Customer Status Flowchart1.

Step Action

1 Add a Select process that selects all customers.

Exercise A.5 Build the Session Flowchart

2 Add a Segment process below the Select process and connect the Select process to the Segment process.

3 Configure the Segment process as follows: ● Use the Segment by Query method. ● Name the process Active/Inactive ● Create two segments:

Segment Name Query Inactive Customers Status_Flag=’0’ Active Customers Status_Flag=’1’

4 Add a Create Seg process below the Segment process and connect the Segment process to the Create Seg process.

5 Configure the Create Seg process as follows: ● Set the input to Multiple Cells, if it is not already set to this option. ● Click the Mutually Exclusive Segments option.

6 Edit Segment1 as follows: ● Rename the segment to Inactive Customers. ● Enter this description: This segment has all customers who are currently

inactive. It will be refreshed when the datamart is updated.




Sessions continued

Build the Session Flowchart continued 6

cont’d ● In the Under Folder field, browse to and select Global Segments.

● Click OK.

7 Edit Segment2 as follows: ● Rename the segment to Active Customers. ● Enter this description: This segment has all customers who are currently

active. It will be refreshed when the datamart is updated. ● In the Under Folder field, browse to and select Global Segments.

8 (Optional) Add a Schedule process at the top of the flowchart and connect it to the Select process. Configure the Schedule process to run the flowchart once a day. See “The Schedule Process” on p. 6-2.

9 Validate and run the flowchart. 10 Save and exit the flowchart.

Result: Affinium Campaign adds the two segments to the Global Segments list.

Appendix BGlossary


B-1 Appendix B: Glossary

Introduction to Affinium Campaign v7.5/200810 B-1

action table A database table or flat file that lists responses to a Campaign, which

includes data that Affinium Campaign can analyze for response attribution, including response codes, attributes of interest and other data.

Each row in an action table represents one customer transaction or response behavior.

Affinium-generated fields Identifying information for key Campaign components, such as Campaign Name, Flowchart Name, etc.

Affinium Macro A set of functions, available when building a query in Affinium Campaign, that take one or more input parameters and produce output. Some macro functions operate only on numeric data, others only on string data, others operate on dates, and some on both numeric and string data.

attribution the logic in Affinium Campaign by which responses are given credit

Affinium Campaign computes the attribution method after discarding invalid (untargeted) responses, or responses received after the expiration date

● the method by which responses are credited to offers ● These are the attribution methods supported in Affinium Campaign

response tracking:

best match Only a single treatment instance may get credit for a response. The most recent tracking instance breaks any ties.

fractional match All n matching tracking instances will get 1/n credit for the response.

attribution methods

multiple match All n matching tracking instances receive full credit for the response.

attribute of interest (AOI)

A data element that you designate for Affinium Campaign to use to match responses information and contact history.

audience/audience levell

● a key entity, or unique identifier—such as household, customer, or account—that you want to work with in marketing efforts

● identified with a unique key in the data source ● created during the Table Mapping procedure in Affinium Campaign ● used in counting and selecting members of a target audience. You must define an audience level in the data source so that it can be used in Campaign processes. You define an audience level when mapping a table in Affinium Campaign.

audience key an identifying field or fields in the data source, for example individual_id, account_number, or household_id

Introduction to Affinium Campaign B-2

B-2 v7.5/200810 Appendix B: Glossary

base record table a data table that identifies marketable entities such as individuals, businesses, and households to whom you want to direct marketing campaigns.

This table must minimally contain a field with an identifier for each potential member of an audience; these identifiers need not be unique.

basic attribute See “offer attribute types”

best match See “attribution methods”

“bottom-up” cell management

the traditional method to create target cells where you assign cell names and codes from within a flowchart process, or allow Affinium Campaign to auto-generate cell codes

broadcasting the process of notifying all flowcharts in Affinium Campaign, specific Campaigns, or specific flowcharts that an inbound trigger has executed

See “trigger.”

Campaign a container for one or more flowcharts, executed in Affinium Campaign

Campaign Code a code that uniquely identifies a campaign

cell

a list of IDs, often, but not always, customer IDs, that serve as input and output of processes in a flowchart

specifically, for offer management and tracking purposes:

a homogeneous group of IDs (individuals or customers)

cell code a user-entered field used to attach an intelligent keycode to an outbound cell

cell report a preformatted report that contains information relating to the individual cells that make up a particular flowchart in a session or campaign

Contact History system tables in the Affinium Campaign database that capture which offers were sent to which customers at which time

There is one Contact History table per audience level.

Here is a list of Contact History components and a description of each one.

base contact history

which individuals are in which cells

contact date/time

package ID (groups multiple offers given to the same cell at the same time)

offer history attribute

records all of the unique parameterized attribute values at runtime



offer treatment table

(replaces the Offer Tracking table in previous versions)

records treatment instances applied at campaign runtime (a record of which offers, identified by treatment code, were given to which cells)

detailed contact history

records multiple or different offers given to customers within the same cell

CSP contact style process

cube a multidimensional data structure based on strategic segments and data dimensions, used in flowchart processes or analysis

custom attribute See “offer attribute types”

de-duping The process of removing duplicate customer and/or prospect information from a list.

default.cat name of a default table catalog that may have been established on you system by your Campaign administrator

derived fields new variables that do not exist in a data source and are typically created using macros that work on existing fields

dimension hierarchy a set of predefined SQL selection queries that can be applied to any list of IDs, often defined in several levels that allow data to “roll up” from lower levels to higher ones

A dimension hierarchy is an object that you can make available globally in a Select process or use as the basis for constructing cubes.

dimension table a data table that contains information that augments a base table; for example, demographics based on ZIP code, accounts belonging to a customer, order transactions belonging to a customer, etc.

You can define any number of dimension tables. For each dimension table, you must specify one or more keys for joining the dimension table to a base table.

direct response See “response categories”

ETL extract, transform, load

flowchart one or more tasks, or processes, that Affinium Campaign executes to specify and select the desired target(s) of your marketing campaign, and optionally, assign offers to and track responses

fractional match See “attribution methods”

function a valid action that can be performed on an object, for example, edit a Campaign or create an offer



general tables a free-format table for exporting data from Affinium Campaign to a flat file with data dictionary or to a relational table in a database

General tables are used by the Snapshot process to pass information between Affinium Campaign and other applications, to store historical information, or to generate contact and mailing lists

global suppression segment

A Strategic Segment with a list of unique IDs can be specified as a global suppression segment for a particular audience level, applicable across Affinium Campaign.

See “Strategic Segment”

inferred response See “response categories”

input An input to a process can be data from the database, another other data source, or a cell output by another process.

multiple match See “attribution methods”

normalized/non-normalized table

● In a normalized table, each audience level entity (ID) has only one record.

● In a non-normalized table the same ID can appear multiple times (ID is not unique)

You specify normalization for a table in Table Mapping.

object a user-defined area of functionality that can be captured and stored within the Affinium system, for example, Campaigns, Offers, Templates, etc.


offer attributes fields that define an offer--for example, offer name, description, and channell

offer attribute types

standard an offer attribute that comes standard, “out of the box” with Affinium Campaign l

Standard attributes are widely used across industries. However, not all standard attributes are necessary and each Affinium Campaign user can decide whether or not to use them.

basic The minimum subset of standard attributes that are required to define an offer, specifically, the offer name, the system-generated offer code, and an offer description.



custom an offer attribute that may be very specific to an Affinium Campaign user’s installation or business

Custom attributes are identified at implementation time to meet specific business needs.

offer attribute value types

static an attribute value that cannot change at offer assignment time

parameterized an attribute value that can be different across occurrences of the offer; can be changed at offer assignment time

offer code a unique code generated when an offer is created. May be overwritten or derived from a custom code generator.

offer list groups of offers that you can create in Affinium Campaign for organizational and reporting purposes

static offer list a pre-defined list of offers that does not change unless it is specifically edited

“smart” offer list a dynamic list of offers that can resolve to a different set of offers each time the list is used, based on a set of conditions. A smart offer list can be based on offer attributes, offer locations (folders and subfolders to search) and so on. You designate that an offer list is “smart” when you create it.

offer template a predefined structure that you use in Affinium Campaign to create offers. They include the following:

● the offer code format; ● the treatment code format ● parameterized attribute fields ● custom attributes fields

offer tracking instance the specific use/match of an offer version with a cell (group of people) which generates a code behind the scenes for tracking responses to this specific instance.

offer treatment table a table in the Affinium Campaign database that records treatment instances applied at campaign runtime (a record of which offers, identified by treatment code, were given to which cells)

See also: Contact History



offer version a unique set of offer attributes constitutes an offer version

Note:

Offer versions in Affinium Campaign 7.x are not the same as the offer versions that existed in prior releases. Offer versions do not appear in the offer tree hierarchy, and do not have version codes. To uniquely identify specific instances of offer usage, you should not use offer versions; you should use treatment codes.

package a group of offers given to the same individual in the same bundle

All offers given to the same customer from the same Campaign process box are considered to be one interruption.

parameterized attribute See “offer attribute types”

permission specifies whether the action is allowed

profiling a feature in an Affinium Campaign process that lets you preview a list of distinct values and their frequency of occurrence for a selected field You can profile any field in an available data source. When you map tables into Affinium Campaign, you can choose to pre-compute (profile) lists of distinct values for selected fields. This can improve performance later when users profile these fields as they are constructing queries.

Query Helper Functionality within Campaign that provides selectable operators and functions that you can combine with available (selectable) data fields to build a query for accessing a subset of data. The Query Helper can help you construct queries using Affinium Campaign’s macro language.

response categories Responses in Affinium Campaign fall into three categories

direct response a response where one of the codes generated by Affinium Campaign (cell code, Campaign code, treatment code, offer code) that was sent to a target cell is returned by the contacted party

inferred response a response from a contact where no Affinium-generated codes were received, but other data elements, such as a product, can be matched against the attributes of an offer for response tracking

You can make an inferred response to a contact in either a target group or a holdout control group.

viral response a response made to an offer with one of the codes generated by Affinium Campaign when the customer was not originally in the target cell (not contacted)



response types the specific actions that you track in response tracking in Affinium Campaign, for example click-through, inquiry, purchase, etc.

Response types are defined globally in the Campaign Response Type system table.

Response History table an Affinium Campaign system table that records IDs and responses to offers

response tracking information captured about responses to Campaigns, including who responded, which offer they responded to, if any, and how their response are counted (response attribution)

See “attribution method”

security group a collection of users who have the same application access needs

You create groups in Affinium Manager.

security policy a collection of security roles

security role the set of permissions for users with the same job responsibilities or security requirements

Security roles are grouped together into security policies

Select process a process that defines criteria to select a list of customers from your data. The Select process outputs a cell containing a list of customer IDs for the campaign, which can be modified and refined by other processes.

Session a container for functionality that you use in Affinium Campaign to create fundamental, persistent, global data constructs (such as strategic segments and cubes) and then make those items available to all Campaigns.

Like Campaigns, Sessions are also comprised of individual flowcharts.

smart offer list See “offer list”

static attribute See “offer attribute types”

static offer list See “offer list”

standard attributes See “offer attribute types”

Strategic Segment a reusable list of individuals, or other audience keys, that you can use in the Select process and in Analysis of a Campaign

See “global suppression segment”

system tables data tables that store Session and campaign information, organize application data, populate values in the user interface, and maintain data for reporting.

table catalog a collection of mappings, or connections, to data sources (tables and/or flat files) that contain data that you use in Affinium Campaign



table mapping associating a source of data with a table in Affinium Campaign

Target Cell Spreadsheet a tab on a Campaign on which you can specify target cells that can be used in multiple flowcharts within a Campaign

● On a Target Cell Spreadsheet, you can define a cell name and a cell code, and assign offers.

● You can also specify custom attributes for additional tracking detail and Assign a control cell to a target cell.

“top-down” cell management

a new method for creating target cells where you assign cell names and codes from a Target Cell Spreadsheet, before you create and run a flowchart

See “Target Cell Spreadsheet”

tracking code a code that uniquely identifies an Offer Tracking Instance (used for response tracking as a best practice).

treatment the unique intersection of a cell and an offer, at a particular time

treatment code the identifier for a treatment, whose value is created based on the treatment code mask and generator specified when creating offer templates

Note: In previous versions of Affinium Campaign this was known as the Tracking Code

a new and unique treatment code is generated each time you run a Mail List or Call List process in production mode

treatment instance A treatment instance is generated every time a flowchart is run, for every cell (whether actual contacts or hold-out controls.)

user an account that can be used to log into the Affinium system, typically belonging to an individual

You create users in Affinium Manager.

trigger an event that causes one or more Campaign processes to run, in the form of a text string that executes a command line, which can be a batch file, a script file, or a command

inbound trigger a message that is broadcast to one or more Campaigns

You can configure a flowchart to “listen” for a trigger to start the execution of one or more processes, or send a trigger from a third-party system that executes on the occurrence of some external event.



outbound trigger the execution of a command, batch file or script that takes place after a flowchart or process is run

Affinium Campaign can execute an outbound trigger when a Schedule, Call List, or Mail List process executes, or can be configured to automatically execute an outbound trigger when a flowchart runs.

A synchronous outbound trigger runs while the process that called it waits for the command to complete and return either a success or failure status.

An asynchronous outbound trigger runs without the calling process waiting for the results.

user tables User tables (usually customer or product database tables) are the data sources that you map into Affinium Campaign to make the data available to processes.

See also:

“base record table”

“dimension table”

“general table”

viral response See “response categories”

Appendix CWorkshop


In This Appendix

This appendix contains the following exercises.

Topic See Page

Exercise C.1 Create a New Campaign C-1

Exercise C.2 Load Tables C-1

Exercise C.3 Configure Select Processes C-1

Exercise C.4 Configure a Merge Process C-2

Exercise C.5 Configure a Segment Process C-2

Exercise C.6 Configure a Sample Process C-3

Exercise C.7 Templates C-3

Exercise C.8 Modify the New Flowchart C-4

Exercise C.9 Derived Fields C-4

Exercise C.10 Configure an Audience Process C-5

Exercise C.11 Configure a Snapshot Process C-6

Exercise C.12 Offers C-6

Exercise C.13 Mail List C-7

Exercise C.14 Response and Table Mapping C-8

Exercise C.15 Reports C-9

Exercise C.16 Triggers C-9

Exercise C.17 Configure a Schedule Process C-9

C-1 Appendix C: Workshop

Introduction to Affinium Campaign v7.5/200810 C-1

Introduction to Affinium Campaign – Workshop

Exercise C.1 Create a New Campaign

Step Action

1 Add a new Campaign folder named Workshop. 2-13 2 In the Workshop folder, create a new Campaign named End-to-

End Workshop. 2-3

3 Apply the Global security policy. 2-3 4 Add a new flowchart named Qualifiers Flowchart. 2-5

Exercise C.2 Load Tables

Step Action

1 Open the Qualifiers flowchart, if it is not already open. 2 Load the table catalog named default.cat. 2-5

In this step you will add several Select processes to the Qualifiers flowchart. Step Action

1 Add a Select process named Young Professionals, based on the Strategic Segment of the same name.

2-8, 2-27,

Exercise C.3 Configure Select Processes

2 Add a new Select process to the right of the Young

Professionals Select process. ● Configure this Select to select all customers. ● Name the process All Customers and save it.

3 Add another Select process to the right of the All Customers Select process. ● Configure this Select process to select from the Peak

Earners in the Global Segments folder. ● Name the process Peak Earners and save it.

2-8

4 Add another Select process to the right of the Select process you added in the previous step. ● Configure the Select process to select customers who

have opted out of all marketing activities (Opt_Out_All_Mktg=’Y’).

● Name the process Do Not Contact and save it.

2-7,2-17


Introduction to Affinium Campaign C-2

C-2 v7.5/200810 Appendix C: Workshop

Introduction to Affinium Campaign – Workshop continued

Exercise C.4 Configure a Merge Process

Step Action

1 Add a Merge process below the Peak Earners process. 2 Connect all of the Select processes to the Merge process. 3 Include all except the Do Not Contact, using the Merge/Purge on

Include method. 4 Name the process Universe and save it.

2-15

Step Action

1 Add a Segment process directly below the Merge process.

Exercise C.5 Configure a Segment Process

2 Configure the Segment process to segment by the customer.TimeZone field.

3 Set up four segments and name them East, Central, Mountain, and West respectively.

4 Name the process Time Zone and save it. 5 Add a second Segment process below and to the left of the Time

Zone Segment process. 6 Configure the Segment process to segment by query.

● Include all cells as input. ● Set up two mutually exclusive segments. ● Name one segment High Balance. ● Configure the first segment with this query:

Customers.Accounts.Acct_Balance>=6400 ● Name the second segment Low Balance. ● Configure the second segment with this query:

Customers.Accounts.Acct_Balance<6400

7 Name the process Balance and save it.

2-26





Step Action

1 Add a Sample process below the Balance Segment process.

2 Connect the Balance Segment process to the new Sample process.

Exercise C.6 Configure a Sample Process

3 Configure the input for multiple cells and select all cells.

4 Set the number of samples to 2. 5 Configure the process to specify size by percent. 6 Name the first sample Control and set it to 10%, maximum

number of cells unlimited. 7 Name the second sample Target and set it to All Remaining, with

the random sampling method. 8 Name the Sample process Control/Target. 9 Save and run the flowchart. Keep it open for the next exercise..

2-31

Step Action

1 Select all process boxes in the flowchart.

Exercise C.7 Templates

2 Right-click and copy the flowchart to the template library.

3 Create a new folder named Workshop with the Global security policy.

4 Save the template to the new folder under the name template1. 5 Save the Qualifiers Flowchart and exit. 6 Add a new flowchart to the End-to-End Workshop Campaign.

Name the flowchart Top 100 Spenders. 7 Open the flowchart and right-click. 8 Paste the template1 template into the workspace.

Keep the flowchart open for the next exercise.

2-35





Step Action

1 Delete the Control/Target Sample process.

Exercise C.8 Modify the New Flowchart

2 Add a new Segment process below the Balance Segment process.

3 Connect the Balance Segment process to the new Segment process.

4 Configure the input of the new Segment process to be all High Balance cells.

5 Segment by the Customers.Customer_Demographic_Info.Gender.Code field for codes ‘M’ and ‘F.’

6 Rename the segments Men and Women respectively. 7 Name the process High Balance Gender. 9 Add a Sample process to the right of the High Balance Gender Segment

process and connect it to the High Balance Gender Segment process. 10 ● Configure the input of the new Sample process to be multiple cells

and select all cells. ● Enter 1 for the #Samples/Output cells. ● Select the Specify Size by # Records option. ● Specify the maximum number of records to be 100. ● Specify the sampling method to be Sequential Portions, ordered by

Customers.Accounts.Acct_Balance, descending. ● Name the segment Top Spenders.

11 Save and run the flowchart.

Step Action

Exercise C.9 Derived Fields

1 Open the Qualifiers Flowchart, if it is not already open. 2 Add a new Select process to the right of and below the Do Not

Contact Select process. 3 Set the input to be the Customers table. 4 Create a new derived field named Area_Code. 5 Use the Formula Helper to construct this derived field:

SUBSTRING(Customers.Customer_Contact_Info.Phone_Number FROM 2 FOR 3)

6 Bring the derived field into the Point&Click edit window. 7 Profile the derived field. In the Profile window, set the option to

profile 899 segments.

3-4





Derived Fields continued 8 Choose ten of the area codes, for example 617 through 626.

Result: The completed query should be Area Code IN (‘617’,’618’,’619’,’620’,’621’,’622’,’623’,’624’,’625’,’626’)

9 Name the process Location by Area Code. 10 Connect the Location by Area Code Select process to the Universe

Merge process. 11 Run the process and save it.

Step Action

1 Open the Qualifiers Flowchart, if it is not already open.

2 Select all processes and move them down two levels.

Exercise C.10 Configure an Audience Process

3 Select the Peak Earners, Location by Area Code, and Do Not Contact,

processes and move them down one space to the right. (This creates a space above the Universe Merge process.)

4 Add a Select process box to the top level of the flowchart. 5 Configure the new Select process to select all households from

the Households table. 6 Name the process All Households and run the process.

7 Add an Audience process below the Households process. 8 Connect the Select process to the Audience process. 9 Set the Audience to Individual in Households. 10 Select the One individual entry per household option. 11 Choose Min Of, based on Households.Last_Contact_Date. 12 Name the process Least Recent Contacts. 13 Connect the Least Recent Contacts process to the Universe Merge

process. 14 Run the process. Save the flowchart.

3-8





Step Action

1 Open the Top 100 Spenders flowchart.

2 Add a Snapshot process to the right of the Top Spenders Sample process and connect the Sample process to the Snapshot process.

Exercise C.11 Configure a Snapshot Process

3 Set the input to multiple cells and select all cells. 4 Set the process to export to a tab-delimited file. 5 Set the process to output to a file named

Top_100_Spenders_Snapshot. Save the file to the folder your are using to store output files.

3-15

6 Select the Replace All Records option. 7 Include the following fields in the output file:

● Indiv_ID ● Customers.Customer_Contact_Info.First_Name ● Customers.Customer_Contact_Info.Last_Name ● Customers.Customer_Contact_Info.Addr_Line_1 ● Customers.Customer_Contact_Info.Addr_Line_2 ● Customers.Customer_Contact_Info.Addr_Line_3 ● Customers.Customer_Contact_Info.City ● Customers.Customer_Contact_Info.State ● Customers.Customer_Contact_Info.Zip

8 Name the process Sent to File. 9 Run the process. Save the flowchart. 10 Browse to the output file, open it and view it.

3-15

Step Action

1 From the navigation bar, click Offers.

Exercise C.12 Offers

2 Create a new folder named Workshop with the Global Security policy.

3 Create a new offer, using any of the available offer templates, and name it Workshop Offer.

4-13

4 Navigate to the End-to-End Workshop Campaign Summary page and associate the offer that you created in the previous step with the Campaign.





Step Action

1 Open the Qualifiers Flowchart if it is not already open.

Exercise C.13 Mail List

2 Add a Mail List process below the Control/Target Sample process.

3 On the Fulfillment tab… ● set the Input to multiple cells and select all cells. ● configure the process to export to a flat file named

End_to_End_Workshop_MailList end with data dictionary. ● set the option to replace all records.

4 On the Treatment tab… ● select the Use Holdout Control Groups option. ● identify the control groups in the Control column. ● match the approcpriate control to the target in the Control Cell

column. ● add the Workshop Offer to all the target fields in the Offer

column (notice it is at the top because you associated the offer with the Campaign).

5 On the Parameters tab, change any parameterized attributes in the Assigned Values column.

4-25

6 On the Personalization tab, select the following fields: ● Individual_ID ● Affinium Generated fields:

Treatment Code Campaign Code

● Customers.Customer_Contact_Info.First_Name ● Customers.Customer_Contact_Info.Last_Name ● Customers.Customer_Contact_Info.Address_1 ● Customers.Customer_Contact_Info.Address_2 ● Customers.Customer_Contact_Info..Address_3 ● Customers.Customer_Contact_Info.City ● Customers.Customer_Contact_Info.State ● Customers.Customer_Contact_Info.Zip

7 On the Log tab, select the Log to Contact History option, and on the More Options window select a status code in the Contact Status Code field.

8 On the General tab, name the process Mail House. 9 Run the process and save and exit.

4-25





Step Action

1 Create a new flowchart named Response in the End-to-end Workshop Campaign.

Exercise C.14 Response and Table Mapping

2 ● Map in the table named End_to_End_Workshop_MailList that you created in the previous exercise.

● Rename the table Action_Table ● Use the Individual audience level. ● Use the default settings for all other mapping options.

3-26

3 Add a Select process to the flowchart. ● Configure the input to be all IDs from the Action_Table. ● Name the process Contacted. ● Run the process.

2-8

4 Add a Sample process. ● Connect the Contacted Select process to the Sample process. ● Create one sample of 2.5%. ● Name the sample Real World. ● Run the process.

2-31

5 Add a Response process. ● Connect the Real World Sample process to the Response

process. ● Set the input for the Response process to Real World. ● Set the Response Date to Today. ● Select any of the available response codes. ● Set the Treatment Code field in the Matched/Offer Treatment Field

column. ● Make no changes on the Log tab. ● Name the process Capture Responses. ● Run the process.

6 Save and exit. continued on next page




Step Action

1 Click the Analysis link on the navigation bar.

Exercise C.15 Reports

2 Navigate to Performance Reports. 3 Select the Campaign Performance Over Time (Day) report. 4 Set the report to run on the data from the End-to-end Workshop. 5 Select today’s date and click the Finish button.

5-22

Step Action


Exercise C.16 Triggers

2 From the menu bar, click Tools>Triggers. 3 Create a new folder named Workshop_Triggers. Use the Global

security policy. 4 Name the new trigger Launch_IE. 5 Enter this command: C:\Program Files\Internet Explorer\iexplore.exe. 6 Save the trigger. 7 Keep the flowchart open for the next exercise.

6-4

Step Action


2 Add a Schedule process to the top of the flowchart.

Exercise C.17 Configure a Schedule Process

3 Connect the top level Select processes to the Schedule process.

4 Configure the Schedule process to run only once. 5 Select the Wait for Authorization Before Each Run option. 6 Select the Send Trigger(s) After Each Run option. 7 Select Launch IE as the trigger to run. 8 Name the process Approval First. 9 Run the flowchart. 10 On the User Authorization List window, click OK.

Result: An Internet Explorer window should open.

6-2

Index I-1

Index v7.5/200810 Introduction to Affinium Campaign

A Action table .................................................... 5-5, B-1 Add Attribute Details .............................................6-15 Add/Remove Segments window .............................2-12 Admin...................................................................6-19 Administrators.......................................................6-18 Affinium Campaign Collaborate ..................................vi Affinium Campaign e-Message ...................................vi Affinium Campaign Interact ...................................... vii Affinium Campaign Optimize ......................................vi Affinium Detect ........................................................ vii Affinium Leads ......................................................... vii Affinium macro...............................................2-22, B-1 Affinium Manager ..................................................6-20 Affinium Model ...........................................................v Affinium Plan ........................................................... vii Affinium Security overview.....................................6-18 Affinium-generated field ........................................3-15 Affinium-generated fields ........................................ B-1 Analysis tab ..........................................................5-26 Angled connections ...............................................2-16 Assign offer ........................................................... 5-3 Assign target cells .................................................4-36 Assigning a security policy to a folder .....................6-25 Assigning a security policy to an object...................6-26 Assigning a security role to a group........................6-23 Assigning users to groups and subgroups ...............6-22 Attribute of interest ......................................... 5-5, B-1 Attribution methods................................................ B-1 Audience .......................................... 1-7, 3-8, B-1, C-5

configuring .......................................................3-10 Audience and prerequisites of this course .................... ii Audience level.........................................3-8, 3-19, B-1

B Base contact history .......................................4-23, B-2 Base record table ...........................................3-27, B-2 Based on ..............................................................3-12 Best match ............................................................ B-1 Best member selection ..........................................3-12 Best practices ........................................................... xi

naming folders and subfolders ............................ 2-3 naming processes .............................................. 2-9 naming segments..............................................2-28

bold font meaning in this student guide ................................ iii

Bottom-up cell management ..................................4-31 Broadcasting .......................................................... 6-4 Building dimension hierarchies ...............................6-11 Bursted reports .....................................................5-25

C Call List.................................................................. 1-8 Campaign .......................................................... iv, B-2

best practices....................................................1-10 life cycle ................................................................x

Campaign code....................................................... B-2 Campaign Designer....................................................xi Campaign Designers ............................................. 6-18 Campaign Developer..................................................xi Campaign process

phases .................................................................. x Cell ........................................................................ 2-7 Cell code ....................................................... 3-18, B-2 Cell management.................................................. 4-31 Cell report .............................................................. B-2 Cell-specific report ................................................ 5-27 Channel Manager.................................................... 5-4 Check Syntax ....................................................... 2-11 Components of an offer template .......................... 6-15 Configuring a Sample process................................ 2-32 Configuring a Schedule process ............................... 6-3 Configuring a Segment process ............................. 2-27 Configuring a Select process.................................... 2-8 Configuring a Select process with a query .............. 2-10 Configuring a Track process ..........................4-38, 5-21 Configuring an Audience process ........................... 3-10 Connecting processes ........................................... 2-15 Contact history ..................................................... 4-30 Contact History....................................... 4-23, 5-3, B-2 Control................................................................. 4-34 Control responses................................................... 5-9 Create a smart offer list ........................................ 4-21 Create a static offer list ......................................... 4-20 Create an offer ..................................................... 4-13 Create Derived field dialog box ................................ 3-5 Create offer............................................................ 5-3 Create Seg ............................................................. 1-8 Creating a group .................................................. 6-21 Creating a security policy ...................................... 6-25 Creating a user..................................................... 6-20 Creating an offer template .................................... 6-16 Creating roles....................................................... 6-26 Creating top-down cell names ............................... 4-35 CSP ....................................................................... B-3 Cube............................................................... 1-8, B-3 Custom attribute................................................... 4-34 Custom offer attribute........................................... 6-15

D Data manipulation ........................................... 1-6, 1-7 Data selection and manipulation ......................Module 2 Database table ..................................................... 3-29 Data-driven personalized value.............................. 4-11 Date and time functions ........................................ 2-24 Debug logging level ................................................ 6-9 De-duping .............................................3-15, 3-18, B-3 default.cat.............................................................. B-3 Define....................................................................... x Delimited file ................................................3-16, 4-25 Denied ................................................................. 6-27 Deploy ......................................................................xi Derived field............................. 3-3, 3-4, 3-18, B-3, C-4 Design ..............................................................x, 1-11 Designer .............................................................. 6-19

Introduction to Affinium Campaign I-2

Introduction to Affinium Campaign v7.5/200810 I-2

Detailed contact history...........................................B-3 Determine ................................................................ xi Dimension hierarchy......................2-19, 2-20, 6-10, B-3 Dimension table ............................3-27, 3-29, 6-11, B-3 Direct .....................................................................5-7

E eMessage ...............................................................1-8 End-user administration.................................. Module 6 Error logging level...................................................6-9 ETL ........................................................................B-3 Every other x ............................................... 2-31, 2-33 Execution phase.................................................... 1-11 Executives ............................................................ 6-18 Export data to a flat file......................................... 3-15 Extract .......................................................... 1-7, 3-22

F Filter .................................................................... 3-12 Filtering

in the Audience process ......................................3-9 Flat file................................................3-15, 3-29, 6-11 Flowchart ...............................................................B-3

response .......................................................... 5-18 Folder .................................................................. 6-25 Folders ...................................................................1-4 Fractional match .....................................................B-1 Fulfillment ............................................................ 4-24 Function ............................................................... 6-18

G General tab ................................................... 2-9, 2-11 General table ........................................................ 3-27 General tables ........................................................B-4 Global suppression ................................................ 2-13 Granted................................................................ 6-27 Group................................................................... 6-18 Group Manager..................................................... 6-21 Grouping functions................................................ 2-24

H Home page.............................................................1-3 How to...

assign a security policy to a folder ..................... 6-25 assign a security policy to an object ................... 6-26 assign a security role to a group ........................ 6-23 assign security roles for an individual ................. 6-24 assign target cells from a Target Cell Spreadsheet ..4-

36 assign users to groups and subgroups................ 6-22 associate a strategic segment with a campaign... 2-12 build dimension hierarchies ............................... 6-11 configure a query that uses an Affinium macro ... 2-24 configure a Sample process ............................... 2-32 configure a Schedule process...............................6-3 configure a Segment process............................. 2-27 configure a Select process ...................................2-8

configure a Select process based on a derived field 3-4

configure a Select process based on a dimension hierarchy ......................................................2-20

configure a Select process with a query ..............2-10 configure a Track process ......................... 4-38, 5-21 configure an Extract process ..............................3-24 configure mutually exclusive segments ...............2-28 configure the Merge process ..............................2-16 connect processes.............................................2-15 create a (security) group ...................................6-21 create a security policy ......................................6-25 create a smart offer list .....................................4-21 create a static offer list ......................................4-20 create a strategic segment.................................. A-8 create a user.....................................................6-20 create an offer ..................................................4-13 create an offer template ....................................6-16 create roles.......................................................6-26 generate a cell-specific report ............................5-27 generate a report from an object's Analysis tab...5-26 map a base record table ....................................3-30 map a dimension hierarchy ................................6-12 map a dimension table ......................................3-29 set security permissions.....................................6-27 set up a stored trigger ........................................ 6-5 set up custom attributes ....................................6-15 use a template in a flowchart .............................2-36

I IF() ....................................................................... 3-5 Inbound trigger...................................................... 6-4 Inferred ................................................................. 5-7 Information logging level ........................................ 6-9 In-home date........................................................4-29 Input .............................................................. 2-7, B-4 Input field......................................................2-8, 2-10 IT Support Resource................................................. xii Italics

meaning in this student guide ................................ iii

K Key concepts ............................................................ iv

L Last writer wins.....................................................4-35 Learning objectives

Module 1 ........................................................... 1-1 Module 2 ........................................................... 2-1 Module 3 ........................................................... 3-1 Module 4 ........................................................... 4-1 Module 5 ........................................................... 5-1 Module 6 ........................................................... 6-1

Loading tables........................................................ C-1 Log.......................................................................4-24 Log files................................................................. 6-8 Log tab.................................................................4-29

Index I-3

I-3 v7.5/200810 Introduction to Affinium Campaign

M Macro .................................................................... 3-5 Mail list .................................................................. C-7 Mail List ......................................... 1-8, 4-24, 4-30, 5-3 Map to existing file ................................................3-30 Mapping ................................................................ B-8 Mapping a base record table ..................................3-30 Mapping a dimension table ....................................3-29 Mapping to Treatments tab....................................4-40 Mapping, table ......................................................3-26 Marketing Analyst................................................... 5-4 Marketing Manager............................................. xi, 5-4 Match (AND) on Include ........................................2-16 Mathematical functions ..........................................2-23 Max # of Records..................................................2-33 Max Size ...............................................................2-33 Menu bar ............................................................... 1-5 Merge.....................................................1-7, 2-15, C-2 Merge/purge on Include ........................................2-16 Method tab ...........................................................2-16 Model .................................................................... 1-8 Multiple match ....................................................... B-1 Multiple source cell sampling..................................2-31 Multiple source cell segmentation ...........................2-26 My Campaigns .......................................................1-4

N Normalized ....................................................3-9, 3-26 Normalized table .................................................... B-4 Not granted ..........................................................6-27

O Object ......................................................... 6-18, 6-26 Offer ...............................................B-4, C-6, Module 4 Offer assignment process ....................................... 4-6 Offer attributes ...................................................... 4-8 Offer code .....................................................4-15, B-5 Offer list ........................................................4-18, B-5 Offer Management .........................................Module 4 Offer template ......................................6-14, 6-16, B-5 Offer template definition........................................6-15 Offer tracking instance ........................................... B-5 Offer treatment history ..........................................4-23 Offer treatment table....................................... B-3, B-5 Offer version.......................................................... B-6 Optimization .......................................................... 1-8 Optimization processes ........................................... 1-6 Optimize ................................................................ 1-8 Opt-out.................................................................2-18 Outbound trigger.................................................... 6-4 Output file ............................................................3-16

P Parameterized attribute .......................................... B-6 Parameters ...........................................................4-24 Paramters tab .......................................................4-28 Paste from template library....................................2-36 Performance report ...............................................5-21

Permission ........................................................... 6-18 Permissions .......................................................... 6-27 Personalization ..................................................... 4-24 Personalization tab ............................................... 4-28 Point-and-click...................................................... 2-10 Policy................................................................... 6-18 Process .................................................................. 1-6

Audience.............................................. 1-7, 3-8, C-5 Call List.............................................................. 1-8 Create Seg ......................................................... 1-8 Cube.................................................................. 1-8 data manipulation........................................ 1-6, 1-7 eMessage........................................................... 1-8 Extract ...................................................... 1-7, 3-22 input.................................................................. B-4 Mail List ...................................................... 1-8, C-7 Merge ................................................ 1-7, 2-15, C-2 Model ................................................................ 1-8 Optimization................................................ 1-6, 1-8 Optimize ............................................................ 1-8 Response .................................................. 1-8, 5-19 Run ............................................................ 1-6, 1-8 Sample ..................................................... 1-7, 2-32 Schedule..................................................... 1-8, 6-2 Score ................................................................. 1-8 Segment ..................................................... 1-7, C-2 Select .................................................. 1-7, 2-7, C-1 Snapshot............................................ 1-8, 3-15, C-6 Track ........................................................ 1-8, 4-38

Profile .................................................................. 2-10 Profiling ........................................................ 3-26, B-6

Q Query .................................................................. 2-10 Query Helper..................................2-22, 2-25, 3-4, B-6

R Records to Include list .......................................... 2-17 Relevant products................................................. 4-15 Report

parts and functions........................................... 5-24 Report generation date and time ........................... 5-25 Reporting and analysis .......................................... 5-23 Reports .................................................................. C-9 Reports toolbar..................................................... 5-25 Reports, types ...................................................... 5-23 Rerun link ............................................................ 5-25 Response ........................................................ 1-8, C-8 Response attribution............................................... 5-5 Response category ................................................. 5-5 Response code ....................................................... 5-5 Response flowchart .............................................. 5-18 Response information ............................................. 5-6 Response process .........................................5-15, 5-19 Response Tracking..........................................Module 5 Reviewer.............................................................. 6-19 Role.............................................................6-18, 6-26 Roles and responsibilities ...........................................xi Roll up ................................................................. 2-20 Run ....................................................................... 1-8

Introduction to Affinium Campaign I-4

Introduction to Affinium Campaign v7.5/200810 I-4

Run on a trigger .....................................................6-3 Run on exact date and time.....................................6-3 Run processes ........................................................1-6

S Sample............................................................1-7, C-3 Sample Size Calculator .......................................... 2-33 Sampling method.................................................. 2-31 Save a flowchart as a template .............................. 2-35 Scenarios for hands-on practice

Module 2 ............................................................2-2 Schedule ................................................................1-8 Schedule process ....................................................6-2 Score .....................................................................1-8 Security policy ............................................. 4-15, 6-18 Security role ......................................................... 6-18 Security roles for an individual ............................... 6-24 Segment..........................................................1-7, C-2 Segment by field................................................... 2-27 Segment by query................................................. 2-27 Select.......................................................2-7, B-7, C-1 Select.....................................................................1-7 Select All Individual IDs......................................... 2-10 Select IDs With ..................................................... 2-10 Select some.......................................................... 3-13 Sequential portions ............................................... 2-31 Sequential Portions ............................................... 2-33 Session ..................................................................B-7 Setting security permissions................................... 6-27 Setting up a stored trigger.......................................6-5 setting up custom offer attributes .......................... 6-15 Smart offer list............................................... 4-18, B-5 Snapshot ....................................................... 1-8, 3-15 Source cell............................................................ 2-26 Source tab..................................................... 2-8, 2-10 Specify Size by # of Records ................................. 2-33 Specifying an output file ........................................ 3-16 Static offer list ........................................4-18, B-5, B-6 Statistical functions ............................................... 2-24 Stored Template dialog box ................................... 2-36 Strategic segment ..........................................2-26, A-6

associating with a campaign .............................. 2-12 String functions .................................................... 2-24 Structure of a dimension table ............................... 6-11 Subfolder................................................................2-3 Switching audience levels ........................................3-9 System tables .........................................................B-7 System-wide report............................................... 5-24

T Tab ....................................................................... 1-5 Table

base record.......................................................3-27 dimension.........................................................3-27 system .............................................................. B-7 user .................................................................. B-9

Table catalog ..........................................3-26, B-7, C-1 Table mapping .................................3-9, 3-26, B-8, C-8 Target Cell Spreadsheet.........................................4-31 Technical Lead .......................................................... xi Template .......................................2-35, 3-31, B-5, C-3 Test Query............................................................2-11 Text Builder ..........................................................2-25 Toolbar

report ...............................................................5-25 Top-down cell management...................................4-31 Top-level objects and folders .................................6-19 Touchpoints ............................................................ viii Track.............................................................1-8, 4-38 Tracking code ........................................................ B-8 Transaction data ...................................................5-17 Treatment.............................................................4-24 Trigger ........................................................... 6-4, C-9

U Unica Consulting Services ...........................................x Unica Training......................................................... xiii Use holdout control groups ....................................4-26 User .....................................................................6-18 User tables ............................................................ B-9 Using dimension hierarchies...................................6-10

V Valid response........................................................ 5-5 View bottom-up cell assignments ...........................4-32 View log files.......................................................... 6-8 Viral ...................................................................... 5-7

W Warning logging level ............................................. 6-9 What Affinium Campaign "knows" in response tracking5-

15 Window

Add/Remove Segments .....................................2-12

ACIntro75200810

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