Blog: reporting

Showing blogs: 1–3 of 3

Online Analytics in Action - The online data provides the value and it is time to let it loose

Jul 31 2009

In another post 'Netflix: What were they thinking?' I summarized how Netflix used online data, a prize and the analytic community to increase revenue. 

In this blog I would like to focus on the biggest barrier in turning online behaviors into actionable and optimized customer interactions throughout all channels.  Let's start by breaking down the components of online analytics:

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A Recent Campaign Response Attribution Success Story

Jun 23 2009

Recently I had the opportunity to work with one of our clients on a campaign response attribution project.  The client is a hosted solution customer using a popular campaign planning and execution tool with a focus on direct mail catalog distribution across North America.  A savvy campaign management team builds complex campaigns with intricate segments at both the business and contact level. Campaign responses arrive in the database in the form of catalog orders generated by the direct mail campaign.

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3.0 Reusability in Unica 7.5 – How to leverage Contact History

May 4 2009

When many of our clients  think of contact history, they think of reporting. Contact history is a table often joined to when creating marketing reports. Contact history provides the mailed-base for historical campaigns, and as such, it feeds reports that measure lift, response rates and other metrics. In this issue, I will talk about the reusability of contact history in Unica version 7.5. Below, we will explore how contact history may be deployed in order to actually extend your investment in Unica's Affinium Campaign.

"How do you marry Unica's campaign metadata with other customer information once you have implemented Unica's Affinium Campaign?"

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