Today's companies are using advanced marketing campaign management tools to effectively reach customers and achieve their business goals.

- One of the tools that facilitates the achievement of the set goals is HCL Unica, which offers a wide range of modules, allowing the effective implementation of marketing campaigns - explains Pawel Szulakowski, CEO of Data Force Group - a company that implements HCL solutions.

HCL Unica is an advanced marketing campaign management tool from HCL Software - a global leader in technology services and IT solutions. The HCL Unica toolkit enables marketers to plan, implement and analyze effective marketing campaigns, integrating various communication channels and enabling personalization of the message. With this solution, you can effectively coordinate the activities of teams, create and send personalized messages, and then track the results of campaigns and analyze their effectiveness, allowing you to achieve much better results and increase the return on your marketing investment.

Effective business process management

For the purpose of this article, we use schematic departments - of an example company - involved in the process.

Proces wdrożenia kampanii The process of implementing a direct campaign, based on HCL Unica tools, consists of several steps and uses several modules provided as part of the solution. It all starts when a new campaign idea is received by the Leader and registered as a "Request" through the HCL Unica Plan module in the HCL Unica system. The Direct Marketing Team then decides whether to proceed with the campaign idea. If the idea is approved, a campaign implementation date is booked.

HCL Unica Deliver module can be used to create materials used in campaigns.

Next, details related to the campaign are prepared, such as briefs, scripts or content of marketing messages. At this stage, it is important to carefully detail all the arrangements for the campaign. - The HCL Unica tool, through the HCL Unica Plan module, makes it possible to create tasks and assign them to responsible people or departments, making it easier to monitor the progress of work. It also allows you to work on successive versions of content in one consistent environment until the final version is worked out - explains Marcin Milczarek, Business Development Manager at Data Force.

Message test and verification of results

The next stage is the preparation of databases and calculation of scoring, if required by the campaign. The team responsible for preparing the databases, delivers them in a timely manner and format, and the person responsible for configuring the campaign in dedicated modules: HCL Unica Campaign (Batch campaigns), Interact (real time campaigns), Journey (campaigns with a planned customer journey), performs the initial calculations and tests of sending marketing messages.

- After test analysis and verification of potential marketing activities, the campaign is ready to be sent. The HCL Unica tool allows planning the dispatch schedule, as well as monitoring campaign results in real time thanks to a built-in reporting module, among other things - says Marcin Milczarek.

Verification of campaign effectiveness

Once the campaign is completed, the Analytics Team verifies its effectiveness and efficiency. HCL Unica's tool offers a number of reports and metrics to help evaluate the campaign's performance, such as open, click-through, conversion and ROI rates.

Based on the collected data and conclusions, the Analytics Team can provide recommendations for further marketing activities and optimization of the business process based on HCL Unica tools.

The sequence based on HCL Unica tools includes: submitting a campaign idea, coordinating activities with different teams (thanks to HCL Unica Plan module), preparing and configuring the campaign, sending marketing messages (thanks to HCL Unica Campaign or Interact modules), monitoring campaign results and analyzing effectiveness. The HCL Unica tool facilitates the management of this process, providing a comprehensive solution for planning, executing and analyzing marketing campaigns.

Example of a business process supported by HCL Unica

1. Submission of campaign idea (HCL Unica Plan): Marketing people submit a campaign idea, specifying goals, target audience and expected results.
2. Coordinate activities with various teams (HCL Unica Plan): The marketing team works with the creative team, sales team, analytics team and other teams to coordinate activities and ensure campaign consistency.
3. Campaign preparation and configuration: Using the HCL Unica Campaign, HCL Unica Interact, HCL Unica Journey, HCL Unica Deliver modules, a campaign is created, marketing messages are defined, content is personalized, a mailing schedule is determined and campaign parameters are configured.
4. Sending marketing messages: HCL Unica tool allows you to send marketing messages to a selected group of recipients, segment the recipients, manage mailing lists, A/B testing, real-time communication, create a customer journey.
5. Campaign Performance Monitoring: Once a campaign is launched, the HCL Unica tool provides information on open rates, clicks, conversions and other metrics that allow you to track the effectiveness of your campaign in real time.
6. Effectiveness analysis: Once the campaign is completed, the analytics team analyzes the collected data and evaluates the effectiveness of the campaign. HCL Unica's tool makes the process easy to manage, providing comprehensive functions for planning, executing and analyzing marketing campaigns.