Unica Interactive Marketing OnDemand. Data Integration Guide

Transcription

1 Unica Interactive Marketing OnDemand Data Integration Guide Publication Date: April 15, 2011

2 Copyright Copyright Unica Unica, an IBM Company Reservoir Place North 170 Tracer Lane Waltham, MA Examples and Data All software and related documentation is subject to restrictions on use and disclosure as set forth in the Unica Software License and Services Agreement, with restricted rights for U.S. government users and applicable export regulations. Companies, names, and data used in examples herein are fictitious unless otherwise noted. Trademarks and Patents Unica, the Unica logo, NetInsight, Affinium and MarketingCentral are registered trademarks of Unica, an IBM Company ("Unica"), with the U.S. Patent and Trademark Office. MARKETING SUCCESS STARTS WITH U is a trademark. All other trademarks are the property of their respective owners. Portions of the software described in this document are covered by U.S. Patent Numbers: 6,317,752, 6,269,325, 6,542,894, and 6,782,390. The NetTracker and Unica NetInsight products are licensed under the following patents and patent publications: US5,675,510, US6,115,680, US6,108,637, US5,796,952, US6,138,155, US6,653,696, US6,763,386, AU , BR , CA , EP , JP , MX193614, NO , AU735285, CA , CN , CN , CN , DK870234, DE , ES , AU727170, BR , CA , CN , IL131871, JP , KR341110, NZ337756, WO , EP , EP , EP , US , WO , US , US , WO Markup functionality in Unica Marketing Operations is enabled through use of third-party software components from AdLib edocument Solutions and Adobe Acrobat. "Powered by AdLib." NOTICE: This document contains confidential and proprietary information of Unica. Use, duplication, or disclosure without the express written consent of Unica is prohibited.

3 Table of Contents 1 Introduction...5 Introduction... 5 Types of data... 5 Flow of data... 6 Example data cycle... 7 Profiles and field lists... 7 Profiles... 8 Field lists... 8 About page tagging Planning your data requirements...10 Planning: Data requirements...10 About brand Individuals, Customers, and Opportunities: Contact Information...11 Individuals, Customers, and Opportunities: Interests and Demographics...14 Contact Preferences Transaction History Product Catalog Campaign History Interaction, Response Data, and Survey Responses...31 Service Providers and Branches...34 Additional Statistics Uploading data...40 Preparing your data to be uploaded to the Unica Interactive Marketing OnDemand database...40 About the Unica Interactive Marketing OnDemand datamart

4 ID versus Reference Deleting and child records...42 Using custom attributes...42 About deprecated elements...44 Formatting your data Using the bulk loader Formatting CSV files for the bulk loader...46 About the folders in the upload directory...49 Troubleshooting issues with CSV files Web services...51 Unica Interactive Marketing OnDemand web service API...51 Web service reference download runcampaign upload Unica Interactive Marketing OnDemand - Data Integration Guide

5 N Introduction N40002 Introduction Types of data Flow of data Example data cycle Profiles and field lists About page tagging Introduction One of the most important tasks during your account setup process is to move or upload your data into your Unica Interactive Marketing OnDemand database. After your workflows are implemented and you are using Unica Interactive Marketing OnDemand for your marketing activities, you will most likely need to extract data from Unica Interactive Marketing OnDemand and use it to maintain your list hygiene and so on. This document describes how to manage your data in Unica Interactive Marketing OnDemand, including what you need to provide and how to extract the information you need from the application. This document provides reference information to assist you as you work with your Unica Technical Account Manager (TAM) to set up your Unica Interactive Marketing OnDemand account. N50001 Types of data Your marketing activities in Unica Interactive Marketing OnDemand depend on the following kinds of data: 5

6 1 - Introduction Data type Description Source Individual, Contact, Includes demographics and contact in- You need to upload this data. Customer formation. This can also include customer and prospect data. Preferences Includes information about contact pref- You need to upload this data initially. erences (such as opt-in and opt-out Depending on your processs for updatchoices) and other options. ing preferences, you may need to continually upload changes to this information, or Unica Interactive Marketing OnDemand may maintain this information. Business Includes product and organization data You need to upload this data. such as a product catalog, a list of service providers, or branches. Transaction Includes purchase data or survey re- Some of this data you need to upload, sponses. some can be collected by Unica Interactive Marketing OnDemand. Web analytics Includes web site traffic, opens, This data is collected by Unica Interacand deliverability. tive Marketing OnDemand automatically. Contact and re- Includes interaction and response data, This data is collected by Unica Interacsponse history and campaign history. tive Marketing OnDemand, although you may need to augment some data. For example, you may need to upload some response data collected from offline channels, such as direct mail. N60002 Flow of data The different types of data need to be managed in different ways with Unica Interactive Marketing OnDemand. You need to upload some amount of customer and business data, and perhaps some transaction data before you start using Unica Interactive Marketing OnDemand. What data you upload depends on many factors, including which Unica Interactive Marketing OnDemand features you are going to use. If you are only using Unica Interactive Marketing OnDemand to send , you may only need to load a table full of contacts, a table full of addresses, and a table full of contact preferences to comply with SPAM regulations. However, if you have modeling software that assigns scores to your customers, and a loyalty program, and you want to include both of these factors as well as purchase history into your segmentation, you need to upload more data. 6 Unica Interactive Marketing OnDemand - Data Integration Guide

7 Example data cycle The web analytic data is collected by Unica Interactive Marketing OnDemand page tags. See About page tagging and the Unica Interactive Marketing OnDemand Page Tagging Guide for details about configuring your web site to collect data for Unica Interactive Marketing OnDemand. After the initial data upload, you will need to update and augment this information from time to time. For example, you may have a campaign to collect addresses for a newsletter by filling out a form at your store fronts. After they are collected, these addresses need to be entered into the Unica Interactive Marketing OnDemand system. Or, you may want to expand what Unica Interactive Marketing OnDemand features you are using, and need to upload survey questions or social networking information. Uploading data describes the ways you can update your data over time. Planning your Unica Interactive Marketing OnDemand data can be a one time or iterative process. Once you have determined which Unica Interactive Marketing OnDemand features you are using and what data is required, you do not have to revisit your decisions until you choose to use more features. N70001 Example data cycle N80001 Because you are responsible for maintaining your data, including updating incorrect records, removing obsolete records, and so on, maintaining your data is an on-going task. For example, the following process shows one way to maintain your contact list (and comply with CAN-SPAM). 1. Extract a list of customers and their addresses from your current system. 2. Format the information in CSV files as required for each destination table and upload to Unica Interactive Marketing OnDemand. 3. Create segments from your contacts and use them in an campaign. 4. Extract hard bounce (which means the address is not valid), opt-out requests, and subscription preferences from Unica Interactive Marketing OnDemand. 5. Using the information extracted, create new CSV files which mark your customer's addresses as invalid or that they have opted out of communications. 6. Add new customers and their addresses to the CSV files. 7. Upload your new and revised contact list. Profiles and field lists The data in the Unica Interactive Marketing OnDemand database is stored in a very specific schema. However, the way the data is stored may not be the best way for you to use that data in your marketing activities. 7

8 1 - Introduction NB0001 NC0001 For example, when creating an , you may want to include a customer's first name and address. In the database, that information is in two different tables. To get at that data, you work with your TAM to configure profiles and field lists that identify a specific subset of the database. Profiles A profile is a collection of data. For web analytics, a profile is a collection of web data and reports that displays information from your web log files. These log files contain the information that was gathered about your site visitors through page tagging. Typically, the log files from your web site are processed once a day, which means your web analytics report data is upto-date through yesterday. For customer analytics, a profile identifies a specific subset of your datamart. These profiles are designed to analyze a particular subject area, with any number of variables that are used as dimensions, filters, or metrics. Because each company tracks different information about its customers, visitors, and transactions, the profiles available to you when you create reports and segments are unique for your company. Typically, you see some or all of the following kinds of profiles: visitor analysis, customer analysis, opportunity analysis, product analysis, survey analysis, campaign performance reporting, and so on. You can analyze data in a profile and you can create segments from that analysis. Segments can be created from multiple profiles and combined together in another Venn-based segment using logical AND, OR, or NOT operations. Work with your Unica TAM to define profiles. Field lists A field list is a subset of data from your datamart for personalizing communications and building segments. You select a field list when personalizing a communication or building an expression segment. The field list defines the data you can select from, and the hierarchy of that data. You can only select data from one field list per communication or expression segment. This means, for example, if you are writing an , you need to select a field list that contains the address and any other information you want to appear in the . Each field list should have a particular purpose, such as personalization data for existing customers including name and contact information or a set of selection criteria based on purchase history. You may have some field lists intended for use in communications and others intended for use in segment building. When working with field lists, the field selection list in the communication editor or expression builder displays the available fields only. If you cannot find the field you are looking for, you need to select a different field list. If none of the field lists contain the data you need, contact your TAM. 8 Unica Interactive Marketing OnDemand - Data Integration Guide

9 About page tagging Work with your Unica TAM to define field lists. N90001 About page tagging Page tagging is the method by which Unica Interactive Marketing OnDemand collects information about your web site and the campaigns you are running, information that you can examine with your Customer Analytics and Web Analytics reports. Depending on how your implementation is configured, Unica Interactive Marketing OnDemand page tagging does some combination of the following: Collects information about how site visitors interact with your web site and how your web site is performing. Tracks when Unica Interactive Marketing OnDemand messages are opened and when Unica Interactive Marketing OnDemand landing pages are viewed. Determines whether a Unica Interactive Marketing OnDemand web customization campaign has content targeted for a site visitor. In this case, the tag invokes a javascript method that replaces the default content on your site with the customized marketing message. Your web designers work with your Unica technical account manager to put the page tag on your company's web site. For Unica Interactive Marketing OnDemand messages and landing pages, the tag is automatically inserted during the production run of the campaign. That is, when Unica Interactive Marketing OnDemand generates the messages and pages, it includes the tag in the messages and pages. If your Unica Interactive Marketing OnDemand account was configured to provide more than one corporate domain for your marketing communications, you may need to specify which domain to use when you create an or landing page. Additionally, depending on the information you need to gather to achieve your marketing goals, you might need to provide additional tracking parameters for the page tag of an individual or landing page. 9

10 N Planning your data requirements ND0001 Planning: Data requirements About brand Individuals, Customers, and Opportunities: Contact Information Individuals, Customers, and Opportunities: Interests and Demographics Contact Preferences Transaction History Product Catalog Campaign History Interaction, Response Data, and Survey Responses Service Providers and Branches Additional Statistics Planning: Data requirements Unica Interactive Marketing OnDemand can assist with many elements of your marketing requirements. With this one application, you can monitor activity on your web site, incorporate that data with your existing customer data into campaigns to target people with s and web site personalization, and much more. One of the foundations required for this application to perform well is data. To best target your customers, you need good data to work from. The following sections provide a brief overview of the Unica Interactive Marketing OnDemand schema which you can use to assist with this planning process. After you decide what tables you need, you can start formatting your data for the initial upload to Unica Interactive Marketing OnDemand. 10 Unica Interactive Marketing OnDemand - Data Integration Guide

11 About brand To make the best decisions about your data, work with your Unica Technical Account Manager (TAM) to identify the business problems you are solving with Unica Interactive Marketing OnDemand and the data requirements these solutions have. NE0002 About brand NF0001 One of the required pieces of information you need to upload is your brand information. In this case, brand is referring to your buisness, not your products. For example, a clothing retailer that has different brands for stores targeted at children and stores targeted at adults. If you have a single brand, you need to upload a table with a single row. If you have multiple brands defining your brand is more important. You need this data to properly maintain contact lists. For example, if a customer is on your brand A mailing list, the customer should not receive any of your brand B mailings. Brand data is required for several tables in your Unica Interactive Marketing OnDemand schema, and can take careful consideration. Changing brand data once your datamart is established can be tricky. If you have multiple brands, work with your TAM to determine your best approach to working with brands. Individuals, Customers, and Opportunities: Contact Information To create segments (lists of individuals) in Unica Interactive Marketing OnDemand, you must upload data into the individual table which contains the name and ID of the people you want to target. The Unica Interactive Marketing OnDemand datamart also allows you to extrapolate your individuals into customers and opportunities, if desired. This area of the datamart also includes basic contact information such as address, , and phone. 11

12 2 - Planning your data requirements The Contact Information area includes the following tables in alphabetical order: 12 Unica Interactive Marketing OnDemand - Data Integration Guide

13 Individuals, Customers, and Opportunities: Contact Information Table Name address brand customer customeraddress customer customerphone individual individualaddress opportunity opportunityaddress Description Contains physical addresses. The customeraddress, individualaddress, and opportunityaddress tables map the addresses to customers, individuals, and opportunities, as well as define the address type, such as mailing, home, or work. Holds information about a brand, which scopes customer relationships with different branded entities. See About brand for more details. Information about an individual who is a customer. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the customerattributesextended table. See Using custom attributes for more details. Assigns addresses to customers. Remember to only use addresses supplied by the customer to avoid using non-disclosed contact information. Contains addresses for customers. Remember to only use addresses supplied by the customer to avoid using non-disclosed contact information. Contains telephone numbers for customers. Remember to only use phone numbers supplied by the customer to avoid using non-disclosed contact information. Contains addresses for individuals. Remember to only use addresses supplied by the individual to avoid using non-disclosed contact information. Core information for an individual. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the individualattributesextended table. See Using custom attributes for more details. Assignment of an address to an individual. Remember to only use addresses supplied by the customer to avoid using non-disclosed contact information. Information about an individual who may become a customer, or an existing customer with whom you have an additional sales opportunity you want to track. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the opportunityattributesextended table. See Using custom attributes for more details. Assigns addresses to opportunities. Remember to only use addresses supplied by the opportunity to avoid using non-disclosed contact information. 13

14 2 - Planning your data requirements Table Name opportunity opportunityphone phone Description Contains addresses for opportunities. Remember to only use addresses supplied by the opportunity to avoid using non-disclosed contact information. Contains telephone numbers for opportunities. Remember to only use phone numbers supplied by the opportunity to avoid using nondisclosed contact information. Contains telephone numbers for individuals. Remember to only use phone numbers supplied by the individual to avoid using non-disclosed contact information. See the Unica Interactive Marketing OnDemand Schema Reference Guide for details regarding table content and dependencies. N Individuals, Customers, and Opportunities: Interests and Demographics To augment your segmentation and analysis, the Unica Interactive Marketing OnDemand datamart provides tables to hold information of interest including demographics such as age and gender or professional information. Additional demographic or other individual data can also be added through custom attributes. 14 Unica Interactive Marketing OnDemand - Data Integration Guide

15 Individuals, Customers, and Opportunities: Interests and Demographics The Interests and Demographics area includes the following tables in alphabetical order: 15

16 2 - Planning your data requirements Table Name classification customer customerloyalty demographics education individual individualidentity individualproducts interests loyalty opportunity opportunityproducts organization Description Information about pre-assigned classifier or predictive modeling classifier. Supports custom attributes in the table. See Using custom attributes for more details. Information about an individual who is a customer. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the customerattributesextended table. See Using custom attributes for more details. Assigns customers to a loyalty program, defined in the loyalty table. Demographic information for an individual including age, education or marital status, and so on. Additional details about education such as institution name, and so on. Core information for an individual. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the individualattributesextended table. See Using custom attributes for more details. Data for identifying an individual, such as login name. Connects an individual with products and a type of association, such as 'expressed interest'. Data regarding an individual's interests. Information about loyalty accounts or programs. Use the customerloyalty table to map customers to the loyalty account. Information about an individual who may become a customer, or an existing customer with whom you have an additional sales opportunity you want to track. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the opportunityattributesextended table. See Using custom attributes for more details. Mapping between opportunities and the products the opportunity may be considering, including budget Core information for an organization. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the organizationattribute table. See Using custom attributes for more details. 16 Unica Interactive Marketing OnDemand - Data Integration Guide

17 Contact Preferences Table Name professional skills socialgraph socialprofile socialprofileinterest socialprofilejob wishlist wishlistitem Description Professional information about an individual, including title, role, and organization. Data about an individual's abilities. Data mapping individuals to social networking graph information, such as links or relationships in Facebook or LinkedIn. Data mapping individuals to social networks, such as Facebook or LinkedIn. Data mapping individuals to interest information provided in their profile in a social network. Data mapping individuals to job information provided in their profile in a social network. Defines a set of customer registered items of interest. Items are listed in the wishlistitem table. Defines the items contained in a wishlist. See the Unica Interactive Marketing OnDemand Schema Reference Guide for details regarding table content and dependencies. N Contact Preferences To comply with SPAM, do-not-call, and other regulations, the Unica Interactive Marketing OnDemand datamart provides tables to manage channel contact preferences based on brand, whether your are contacting the person as an individual or based on a customer relationship. You can manage opt-in and opt-out information purely at the channel level, or you can have multiple communications categories and manage opt-in and opt-out preferences for each of those categories or subscriptions. For the channel, you must choose to manage contact preferences by either individual or address. At the individual level, if a person opts-out of the channel (or a specific communication category), the person will receive no communications (or of that communication category) by , no matter how many addresses you have stored for that person. At the address level, an individual with multiple addresses can opt-out for one address and opt-in for a second. For example, a customer could optout for their work address, but remain opted-in for their personal address. 17

18 2 - Planning your data requirements You must work with your TAM to determine the best method for your organization. The method you choose is set for your entire Unica Interactive Marketing OnDemand account. 18 Unica Interactive Marketing OnDemand - Data Integration Guide

19 Contact Preferences The contact preferences area includes the following tables in alphabetical order: 19

20 2 - Planning your data requirements Table Name address addresscontactpreferences brand communicationcategorization communicationcategory contactpreferences contactpreferences subscription individual phonecontactpreferences subscription Description Contains physical addresses. Mapping between an individual and a specific mail address for direct mail contact preferences, including opt-in and optout information. Use this table to control contact preferences for direct mail if you are controlling contact preferences per address. Holds information about a brand, which scopes customer relationships with different branded entities. See About brand for more details. Assigns a communication to one or more communication categories. Communication categories are defined in the communicationcategory table. Taxonomy to organize communications by category. Individual contact preferences for , direct mail, phone, and SMS (text) messages. Use this table if you are controlling contact preferences per individual. Mapping between an individual and a specific address for contact preferences, including opt-in and opt-out information. Use this table to control contact preferences for if you are controlling contact preferences per address. Use this table if you are managing subscriptions and opt-in/opt-out at the address level.supports custom attributes in the table. See Using custom attributes for more details. Core information for an individual. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the individualattributesextended table. See Using custom attributes for more details. Mapping between an individual and a specific phone number for telephone contact preferences, including opt-in and optout information. Use this table to control contact preferences for telephone if you are controlling contact preferences per phone number. Use this table if you are managing subscriptions and opt-in/opt-out at the individual level.supports custom attributes in the table. See Using custom attributes for more details. See the Unica Interactive Marketing OnDemand Schema Reference Guide for details regarding table content and dependencies. 20 Unica Interactive Marketing OnDemand - Data Integration Guide

21 Transaction History N Transaction History If you want to include shopping or trip (itinerary) history in your segmentation or reporting, use the tables for transaction history. These tables allow you to upload data for purchases, delivery, returns, cancellations, promotions, and payment methods. You must also use and load customer tables to include transaction history. 21

22 2 - Planning your data requirements 22 Unica Interactive Marketing OnDemand - Data Integration Guide

23 Transaction History The transaction history area includes the following tables in alphabetical order: Table Name brand cancellation cancellationitem channel customer delivery deliveryitem deliveryserialnumber itinerary payment return returnitem returnserialnumber transaction transactionitems Description Holds information about a brand, which scopes customer relationships with different branded entities. See About brand for more details. Data for canceling of goods purchased in a transaction. The actual goods are listed in the cancellationitem table. The items contained in a cancelled order. The cancelled order is identified in the cancellation table. Defines a type of communication delivery mechanism, such as , mail, or pay-per-click. Information about an individual who is a customer. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the customerattributesextended table. See Using custom attributes for more details. Data for delivery or conveyance of goods purchased in a transaction. Actual items included in the delivery are defined in the deliveryitem table. List of items delivered or conveyed. List of Serial numbers for items delivered. You do not need to use this table if your items do not have Serial numbers. Travel-related information about a transaction, including number of passengers, origin, destination, and so on. Stores transaction payment data. Data for returning goods purchased in a transaction. Actual items included in the return are defined in the returnitem table. List of items included in a return. A list of Serial numbers for items returned. You do not need to use this table if your items do not have Serial numbers. Data for a transaction, such as a purchase. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the transactionattribute table. See Using custom attributes for more details. Line item detail of a transaction, such as a purchase. 23

24 2 - Planning your data requirements Table Name transactionpromotion traveler Description Line item detail of a transaction promotion, such as a coupon, discount, or event. Travel related information about travelers (individuals) on an itinerary. See the Unica Interactive Marketing OnDemand Schema Reference Guide for details regarding table content and dependencies. N Product Catalog If you are uploading purchase transaction data or want to include product information in your communications for any reason, use the tables provided for a product catalog. These tables allow you to upload your product hierarchy (how you categorize your products), product availability and inventory data, as well as references to associated digital assets and links between related products. You must populate the product tables if you are loading purchase transactions or managing customer wish lists. You upload data into three primary tables: product, productcategory, and productcategorization. Your product categorizations can be hierarchical, for example, you can have a parent category of "electronics" and subcategories of "audio", "video", and so on. You can have multiple product hierarchies (or views) of the same set of products. There is a maximum of eight different product taxonomies. The producttaxonomy tables and producttaxonomymaster table are automatically created and populated based on the data you populate in the product, productcategory, and productcategorization tables. These provide easier views of the product data for analysis and segmentation. 24 Unica Interactive Marketing OnDemand - Data Integration Guide

25 Product Catalog The product catalog area includes the following tables in alphabetical order: 25

26 2 - Planning your data requirements Table Name brand individualproducts inventory product productavailability productcategorization productcategory productdigitalassets productlink Description Holds information about a brand, which scopes customer relationships with different branded entities. See About brand for more details. Connects an individual with products and a type of association, such as 'expressed interest'. Tracks inventory, by branch. Product information. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the productattributes table. See Using custom attributes for more details. To indicate whether a product is available to ship to a specific country. You can either include all items and all country information, or only include items available outside of your home market country. Assigns a product to one or more product categories. Taxonomy to organize products by category. Mapping between digital assets used to show a product, declared purpose of the asset, and the product. Mapping between related products, for example accessories or additional required items. producttaxonomymaster producttaxonomy1-8 transaction transactionitems wishlist wishlistitem Master or unified taxonomy to organize products by category and up to eight support tables. These tables are automatically created and populated based on the data you populate in the product, productcategory, and productcategorization tables. Data for a transaction, such as a purchase. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the transactionattribute table. See Using custom attributes for more details. Line item detail of a transaction, such as a purchase. Defines a set of customer registered items of interest. Items are listed in the wishlistitem table. Defines the items contained in a wishlist. See the Unica Interactive Marketing OnDemand Schema Reference Guide for details regarding table content and dependencies. N Unica Interactive Marketing OnDemand - Data Integration Guide

27 Campaign History Campaign History The tables for campaign history data are automatically populated by Unica Interactive Marketing OnDemand as you run marketing campaigns. However, you may be interested in this data to download to share with other applications. The campaigncontact table is automatically populated when a campaign is run in production and fulfilled. It records which individuals were targeted with which communications and includes holdout control cells (which receive no communications, but are available for comparison purposes when analyzing campaign performance). Each treatment is fully recorded with respect to any selected personalizations within a communication. Campaign responses, including deliverability, views, clicks, purchases, and purchase revenue, are recorded in the campaignresponse table. This area also includes the ad hoc campaign tables where you can upload lists of individuals created outside of Unica Interactive Marketing OnDemand for use with campaigns. For more information about ad hoc campaigns, contact your TAM. 27

28 2 - Planning your data requirements The campaign history area includes the following tables in alphabetical order: 28 Unica Interactive Marketing OnDemand - Data Integration Guide

29 Campaign History Table Name adhoccampaign adhoccampaignindividual adhoccampaignindividualline campaign campaigncontact campaignexposure campaignresponse campaignresponsestatistics channel communication communicationcategorization Description Record for an upload of an ad hoc campaign list. Supports custom attributes in the table. See Using custom attributes for more details. List of individuals as well as individual level custom attributes for use in adhoc campaigns. Supports custom attributes in the table. See Using custom attributes for more details. Ad hoc campaign list of custom attributes where multiple lines are needed per individual. Supports custom attributes in the table. See Using custom attributes for more details. Campaign information for the marketing initiative. Supports custom attributes in the table. See Using custom attributes for more details. In general, Unica Interactive Marketing OnDemand automatically populates this table, however you can augment the data. Record of an outbound contact to an individual through a campaign. In general, Unica Interactive Marketing OnDemand automatically populates this table, however you can augment the data. Record of an outbound campaign execution not addressable to a specific set of individuals, such as a radio spot or billboard. Record of an outbound contact response from an individual after a campaign treatment. In general, Unica Interactive Marketing OnDemand automatically populates this table, however you can augment the data. Contains statistics aggregated by campaign contact. Work with your TAM to determine how to best maintain this table for your reporting requirements. Defines a type of communication delivery, such as , mail, or pay-per-click. Communication information for carrying a message to your audience. In general, Unica Interactive Marketing OnDemand automatically populates this table, however you can augment the data. Assigns a communication to one or more communication categories. Communication categories are defined in the communicationcategory table. 29

30 2 - Planning your data requirements Table Name communicationcategory communicationdigitalassets communicationparameter individual offer offerparameter treatment treatmentaudience treatmentcommunication treatmentcommunicationparameter treatmentoffer treatmentofferparameter Description Taxonomy to organize communications by category. List of digital assets used in a communication, including declared purpose of the asset. Unica Interactive Marketing OnDemand automatically populates this table. Parameters for variable content in communications. In general, Unica Interactive Marketing OnDemand automatically populates this table, however you can augment the data. Core information for an individual. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the individualattributesextended table. See Using custom attributes for more details. Reserved for future use Reserved for future use Captures the defiend splits in a particular campaign production run. In general, Unica Interactive Marketing OnDemand automatically populates this table, however you can augment the data. Mapping between a treatment and the segments receiving the treatment. In general, Unica Interactive Marketing OnDemand automatically populates this table, however you can augment the data. Mapping between a treatment and a communication. In general, Unica Interactive Marketing OnDemand automatically populates this table, however you can augment the data. Treatment customization of the content of the a message to your audience. In general, Unica Interactive Marketing OnDemand automatically populates this table, however you can augment the data. Reserved for future use Reserved for future use See the Unica Interactive Marketing OnDemand Schema Reference Guide for details regarding table content and dependencies. N Unica Interactive Marketing OnDemand - Data Integration Guide

31 Interaction, Response Data, and Survey Responses Interaction, Response Data, and Survey Responses Tables for storing additional statistics for analysis and reporting are available in this area. These tables allow you to store data rolled up by campaign, individuals (interactions), and treatments and allow you to analyze first and last contacts, engagements, conversions, opt-outs, value, and delivery statistics. You can choose which statistic tables are useful to populate and the requency at which you want to computer and upload this data. The survey tables let you create online surveys inside of Unica Interactive Marketing OnDemand and track your responses, or to upload external survey data. 31

32 2 - Planning your data requirements The interaction, response data, and survey responses area includes the following tables in alphabetical order: 32 Unica Interactive Marketing OnDemand - Data Integration Guide

33 Interaction, Response Data, and Survey Responses Table Name brand campaign campaigncontact campaignresponse campaignresponsestatistics campaignstatistics individual interactionstatistics nrtcampaignstatistics survey surveyindividual surveyquestion Description Holds information about a brand, which scopes customer relationships with different branded entities. See About brand for more details. Campaign information for the marketing initiative. Supports custom attributes in the table. See Using custom attributes for more details. In general, Unica Interactive Marketing OnDemand automatically populates this table, however you can augment the data. Record of an outbound contact to an individual through a campaign. In general, Unica Interactive Marketing OnDemand automatically populates this table, however you can augment the data. Record of an outbound contact response from an individual after a campaign treatment. In general, Unica Interactive Marketing OnDemand automatically populates this table, however you can augment the data. Contains response statistics aggregated by campaign contact. Work with your TAM to determine how to best maintain this table for your reporting requirements. Contains statistics aggregated by campaign and brand. Work with your TAM to determine how to best maintain this table for your reporting requirements. Core information for an individual. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the individualattributesextended table. See Using custom attributes for more details. History information about interaction counts from campaigns by individual. Work with your TAM to determine how to best maintain this table for your reporting requirements. Near real-time campaign statistics. Work with your TAM to determine how to best maintain this table for your reporting requirements. Holds information about the type of survey and its start date. Holds individual answers per survey by using custom attributes. See Using custom attributes for more details. Holds description of the survey questions. 33

34 2 - Planning your data requirements Table Name surveyquestionindividual surveytype treatment treatmentcommunication treatmentstatistics Description Holds individual answers per survey in row-based form to better analyze recurring questions - can also be rolled up to column-oriented form. Holds survey type (can be executed multiple times, each execution is a survey). Treatment information is snapshot of the parameters used to execute a campaign on a particular run. In general, Unica Interactive Marketing OnDemand automatically populates this table, however you can augment the data. Mapping between a treatment and a communication. In general, Unica Interactive Marketing OnDemand automatically populates this table, however you can augment the data. Contains statistics aggregated by treatment and brand. Work with your TAM to determine how to best maintain this table for your reporting requirements. See the Unica Interactive Marketing OnDemand Schema Reference Guide for details regarding table content and dependencies. N Service Providers and Branches Unica Interactive Marketing OnDemand provides these tables to assist with organizing your data by your company s organization. This area also provides a way to track service appointments. 34 Unica Interactive Marketing OnDemand - Data Integration Guide

35 Service Providers and Branches The service providers and branches area includes the following tables in alphabetical order: 35

36 2 - Planning your data requirements Table Name branch branchschedule brand individual organization professional schedule serviceappointment serviceappointmentproducts serviceprovider serviceproviderdigitalassets serviceprovidersschedule Description A store or service center. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the branchattributes table. See Using custom attributes for more details. Maps a branch to a schedule to indicate branch hours. Schedules are defined in the schedule table. Holds information about a brand, which scopes customer relationships with different branded entities. See About brand for more details. Core information for an individual. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the individualattributesextended table. See Using custom attributes for more details. Core information for an organization. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the organizationattribute table. See Using custom attributes for more details. Professional information about an individual, including title, role, and organization. A recurring pattern of dates, such as store hours, or a work schedule. An appointment an individual has with a service provider. Products related to service appointment. Individual who performs service for customer or prospect. Supports custom attributes in the table. If you prefer, or if you do not have enough custom attribute fields available in the table, you can use the serviceproviderattribute table. See Using custom attributes for more details. Mapping between digital assets used to show a service provider, declared purpose of the asset, and the service provider Assigns a schedule to a service provider, such as working hours. Schedules are defined in the schedule table. See the Unica Interactive Marketing OnDemand Schema Reference Guide for details regarding table content and dependencies. 36 Unica Interactive Marketing OnDemand - Data Integration Guide

37 Additional Statistics N Additional Statistics If you cannot find a field in the existing tables, you can augment the Unica Interactive Marketing OnDemand datamart with custom attributes. This area also includes tables that aggregate data for reporting. 37

38 2 - Planning your data requirements 38 Unica Interactive Marketing OnDemand - Data Integration Guide

39 Additional Statistics The additional statistics area includes the following tables in alphabetical order: Table Name customerattributesextended customerstatistics individualattributesextended individualstatistics opportunityattributesextended opportunitystatistics productstatistics Description Extended custom attributes for the customer table. Contains statistics aggregated by customers. Extended custom attributes for the individual table. Contains statistics aggregated by individuals. Extended custom attributes for the opportunity table. Contains statistics aggregated by opportunities. Contains statistics aggregated by products. See the Unica Interactive Marketing OnDemand Schema Reference Guide for details regarding table content and dependencies. 39

40 N Uploadingdata NA0001 Preparing your data to be uploaded to the Unica Interactive Marketing OnDemand database About the Unica Interactive Marketing OnDemand datamart Using the bulk loader Preparing your data to be uploaded to the Unica Interactive Marketing OnDemand database Uploading data to Unica Interactive Marketing OnDemand is an ongoing process. Initially, you upload a lot of data to create your base. After this initial large upload, you update and augment this information on a regular basis. To best serve you, Unica provides three methods to upload data to Unica Interactive Marketing OnDemand. Bulk loading data upload This service is the best way to upload large amounts of data, that is greater than 10,000 records at a time. This is how you upload your initial data and is typically how you provide ongoing data updates. Web service data upload This service enables you to upload smaller amounts of data in an interactive way. You can use SOAP or JAVA to integrate with the web service. The web service also enables you to download data and run campaigns outside of the Unica Interactive Marketing OnDemand user interface. Landing page forms This Unica Interactive Marketing OnDemand feature enables you to create forms with landing pages to collect new or update existing data automatically. See How to code HTML for Unica Interactive Marketing OnDemand and the Unica Interactive Marketing OnDemand help for more information. N Unica Interactive Marketing OnDemand - Data Integration Guide

41 About the Unica Interactive Marketing OnDemand datamart About the Unica Interactive Marketing OnDemand datamart N1B0001 Before you start formatting data for upload, there are some key concepts about the Unica Interactive Marketing OnDemand datamart you need to understand first. ID versus Reference Every row in a table needs to be uniquely identified. For efficiency, an internal key is assigned to the main tables, called id. This key is intended for Unica Support use. The key you need to supply in these tables is called reference, which should store the identifier that uniquely references a record in your on-premise system. The reference values are alphanumeric identifiers up to 100 characters in length that your on-premise systems use to refer to these records. For example, this could contain the customer number or a product SKU (stock keeping unit id). Because records can be added to the database with duplicate reference values, you are responsible to remove duplicate records. When uploading data to Unica Interactive Marketing OnDemand, you must provide values for the reference field. You must not provide values for the id field. The reference field is what you use to look up records within and between tables. If a table includes a reference column, you are required to supply some unique identifier. If you have a table with a column named after another table with the suffix "Ref", for example individualref in the customer table, the value of that column must be a valid reference in the other table, that is, a valid reference in the individual table. When you upload the data, Unica Interactive Marketing OnDemand automatically converts the individualref to individualid, which maps to the id column. The id field, for example, in individual and customer tables, is a unique identifier generated by Unica Interactive Marketing OnDemand for the record. The individualid in the customer table refers to the individual table. If your on-premise system does not have a separate unique identifier for the individual, the customer reference can be used for both tables. For example, when defining a customer in the customer table, you need to provide a reference for the customer, and individualref, which is the same as the reference for the customer in the individual table. Simplified customer table: id reference individualref 01 cust0001 indiv cust0002 indiv0007 Simplified individual table: id reference 01 indiv