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IBM Contact Optimization

IBM Contact Optimization, formerly Unica Optimize, is part of the IBM Campaign suite of software solutions.  IBM Contact Optimization is designed to ensure your customers receive the most relevant and profitable offers while satisfying the needs of individual business areas and minimizing customer contact fatigue.  Key features and benefits of the solution include:

  • Utilize IBM Optimize 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 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.

IBM contact optimization

Determine the optimal communications for each customer

  • Deliver optimal communications to individual customers based on the customer’s interaction history, offer details, channel preferences and timeframe, business constraints and rules and marketing objectives.
  • Find the best communication for each customer, not the best customer for each marketing campaign.
  • Eliminate wasted and counterproductive communications to reduce costs.
  • Decrease opt-outs due to customer fatigue, which eliminates future revenue opportunities.

Define business constraints that can impact contact strategy

  • Identify limits that can impact contact strategy, such as the size of your marketing budget, the number of contacts per customer per period, the number of available offers of various types, and the number of telemarketing calls that can be made per period.
  • Create campaigns and indicate the proposed contacts you wish to include in each campaign.
  • Achieve better results and make better decisions about which customers should be included in which campaigns, and which individual offers and messages each customer should receive.
  • Get visibility into the contact optimization process, including contact drop-out analyses.

Define preferences for each customer

  • Define a variety of customer preferences, including the customer’s preferred channel to receive communications, the maximum number of contacts each customer wishes to receive each month and the customer’s primary product or service interests.
  • Identify customer preferences to help your organization shift from product to customer-centric marketing.
  • Balance business objectives and constraints with customer preferences and history.
  • Automate the tedious manual process of optimizing customer communication for more cost-effective communications.

Specify rules based on business considerations

  • Identify limits on how many offers a sales agent can handle (for example, in a call center), 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, and exclusions of specific customers and offer-specific opt-outs.
  • Specify marketing goals, such as creating optimal customer value, revenue, profit, or probability of response.
  • Define business goals by utilizing score data at the customer and offer level.
  • Manually rank offers by segment and offer combinations using a scoring matrix, if scores are not available.
  • Create optimization strategy, access multiple campaigns more easily, and define complex rules and constraints.
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