IBM Contact Optimization, formerly Unica Optimize, can ensure your customers receive the most relevant and profitable offers while satisfying the needs of individual business areas and minimizing customer contact fatigue.
- Utilize IBM Contact Optimization to help mathematically determine the best communications for each customer based on the customer’s interaction history, offer details, channel preferences, time frame, business constraints and rules and marketing objectives.
- Define configurable capacity constraints, such as size of the marketing budget limits, the allowable number of contacts per customer per period, how many offers of each type are available, number of telemarketing calls that can be made per period, or direct mail pieces that can be sent.
- Define recorded preferences for each customer, such as preferred channel to receive communications, maximum number of contacts each customer wishes to receive each month, and primary product or service interests.
- Determine rules based on business considerations, such as limits on how many offers an agent (i.e. in a call center) can handle, what offers can be combined, allowable sequences and timing of offers (“if A, then not B within 30 days”), minimum credit scores for certain offers, exclusions of specific customers and offer-specific opt-outs. And define marketing goals to be specified, such as maximizing customer value, revenue, profit, or probability of response.
Determine the best communication for each customer
- Find the best communication for each customer, not the best customer for each marketing campaign.
- Eliminate wasted and counterproductive communications through the optimization process to lower costs.
- Decrease opt-outs due to customer fatigue, which eliminates future revenue opportunities.
Define limits that impact contact strategy
- Create campaigns and indicate the proposed contacts you wish to include in each campaign.
- Achieve better results and better choices about which customers should be included in which campaigns, and which individual offers and message each customer should receive.
Define preferences for each customer
- Defining preferences can help your organization shift from product to customer-centric marketing.
- Balance business objectives and constraints with customer preferences and history.
- Automate tedious manual process of optimizing customer communication.
Determine business rules and goals
- Define business goals by utilizing score data at the customer/offer level.
- Manually rank offers by segment and offer combinations using a scoring matrix, if scores are not available.
- Create optimization strategy, more easily access multiple campaigns, and define complex rules and constraints.