Unica Interact, a module within the Unica suite of tools is an interactive engine that orchestrates personalized offers to audiences on interactive channels based on real-time customer behavior. With this playback feature, marketers can access the contact and response history of audiences at both an aggregate and granular level.
Using these insights, they can review the outcomes of existing campaigns in detail and optimize campaign response rates. By viewing a summary of delivered and suppressed offers, marketers can understand what’s working and what’s not. Channel managers can check the uptick of recently launched offers on their channel and understand if they have activated the right audience segment on the right channel. If not, they can quickly make changes and improve offer effectiveness.
Moreover, they can prevent campaign fatigue by avoiding repeated exposure of offers to the same customers. For example, if a customer has accepted an offer on website, they can use that data to ensure either that the same offer is not sent by mail, or that they follow up the offer with a telephone call. In addition, they can leverage response optimization techniques like delivery channel optimization and send time optimization for increased efficiency.
All in all, the inclusion of the new Playback feature in Unica Interact makes it possible for enhanced omnichannel personalization based on historical occurrences and patterns. To harness the power of this feature from Unica, it’s imperative for brands to configure their workflows and activate cases for usage.