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1. Enterprise Marketing Management Technical OverviewIBM Campaign version 9.1IBM Contact Optimization version 9.1Arjen van der Broek, Sr. Product Manager – avanderbroek@nl.ibm.com

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3. Agenda • EMM: IBM Campaign 9.1 and IBM Contact Optimization 9.1 General Release Information • IBM Campaign version 9.1 • IBM Campaign 9.1 new functionality • Campaign – eMessage integration • Campaign – SPSS MA EMM edition integration • New configuration parameter to always write to CH • Alert users of offer deletion • Support data-filtering on the Audience process • Disallow users to pick other values for single select drop down attributes • IBM Campaign 9.1 Fixed Defects • IBM Campaign 9.1 known issues and known limitations • IBM Campaign 9.1 system table changes • IBM Contact Optimization version 9.1 • IBM Contact Optimization 9.1 new functionality • Agent Capacity Optimization in Contact Optimization • Enable Max capacity consumption / Roll forward unused capacity • UpdateSessionTableStatistics • FICO replaced with iLog • IBM Contact Optimization 9.1 Fixed Defects • IBM Contact Optimization 9.1 known issues and known limitations • IBM Contact Optimization 9.1 system table changes • IBM Campaign and IBM Contact Optimization 9.1 Platform support • IBM Campaign and IBM Contact Optimization 9.1 Upgrading to and installing 9.1

4. EMM: IBM Campaign 9.1 and IBM Contact Optimization 9.1General Release Information

5. General release information EMM generic and IBM Campaign and IBM Contact Optimization 9.1 • Suite Integration Enhancements – eMessage – Campaign offer integration & SPSS MA EMM – Campaign integration • User Experience / Usability improvements: Enhancement specific (offer deletion, always write to CH, disallow picking other values, completing Datafilter approach, Agent Capacity Optimization, Update Session table statistics) • Globalization: User Interface, Documentation and installers • Brazilian Portuguese, English, French, German, Italian, Japanese, Korean, Spanish, Simplified Chinese (and GB18030-compliant), Russian • All User Guides and Admin Guides will be localized • Problems with certain controls in Cognos in some double-byte languages, please see the environments guide for additional details • SPSS MA EMM edition availability planned for December 13 (other products GA on 25 October). This is to support WAS 8.5 on SPSS MA EMM too which will be available with ADM v8

6. EMM Campaign 9.1 and Contact Optimization 9.1 release details Release Date • eGA – Date when the files will be available for download – Friday, 25 October How do I get it? • The product can be downloaded via FCT (Flexible Contract Tool) or PA (Passport Advantage), depending on the customer contract.

7. EMM: IBM Campaign 9.1New functionality, integrations and customer enhancements

8. Campaign – eMessage offer integration

9. eMessage Campaign offer Integration Overview • What is it? • The integration between Campaign and eMessage allows relating eMessage assets with Campaign offers, enabling tracking offer communications over the eMail channel (contact tracking and response tracking) • Why do we need it? • We need the integration between eMessage and Campaign offers for a variety of reasons: • To further strengthen the integration in the EMM suite between different Software solutions • To benefit from Offer lifecycle management in EMM modules cross the board • To benefit from a true multichannel approach • To benefit from performance reporting over multiple channels • What are the anticipated benefits for our customers? • eMessage customers will be able to use offer management capabilities in their communication • Campaign and eMessage customers will benefit from a true multichannel approach • Supported also when Marketing Operations is used for Offer management, see notes

10. ETL (automatic) Campaign – eMessage integration process overview

11. Configure integration between Campaign and eMessage • Once Campaign and eMessage are installed, perform the following activities • If not set, set Campaign|partitions|partition[n]|server|internal|eMessageInstalledto Yes for this partition • Configure properties on Campaign|partitions|partition[n]|eMessage|contactAndResponseHistTracking • etlEnabled: Yes / No • RunOnceaDay: Yes / No  If the value is Yes: You must specify a startTime; the ETL job then runs until all of the records are processed; and the sleepIntervalInMinutes is ignored. If the value is No: The ETL job starts as soon as the Campaign web server starts. The ETL job stops after all of the records are processed, then waits for the time specified by sleepIntervalInMinutes • batchSize: 100 etc. Number of records to fetch by the ETL process. If you anticipate many records to be returned, run the process more often with sleepIntervalInMinutes to process at regular intervals • sleepIntervalInMinutes: Specify the interval in minutes between ETL jobs • startTime: Specify start time if RunOnceaDay is selected • NotificationScript: Executable or script file that you can automatically run once ETL processing is done. Can be run from any valid path that the Campaign server can access. Accepts the following parameters:ETLStartETLEndTotalCHRecordsTotalRHRecordsExecutionStatus

12. Upgrade specific and DB changes • Customers who already have Campaign / eMessage installed and upgrade to the 9.1 release must manually update 2 tables (which isn’t necessary in the case of a fresh install) • To support ETL of response types between Campaign and eMessage, response types must be defined in both the UACE_ResponseType table (for eMessage) and the UA_UsrResponseType table (for Campaign). Then the response types must be mapped in the UA_RespTypeMapping table. Only the Link Click response type is currently used for eMessage offer integration. Landing Page and SMS Reply Message are not populated by the ETL process at this time.

13. So what happens to bouncers? eMessage response types: • 0 - unknown • 3 - send failure • 4 - mail bounce • 6 - hard bounce • 7 - soft bounce • 11- technical issue • 12 - challenge/response • UA_Contact history and / or UA_DTLCONTACTHIST rows will be updated from contactStatus=1 to ContactStatus=3 (Undelivered) for all above bounce information • This may mean that there’s less contacts once a subsequent ETL run promotes bouncers back to the on premise tables (bounce information can have a delay)

14. Associate offer with eMessage digital asset from Campaign* • New link visible on Offer when eMessageInstalled – Yes • Clicking on link leads to Asset selection from eMessage Content Library • * Link NOT available on Marketing Operations offer. For Marketing operations offer, user needs to pass from eMessage Asset back to Marketing Operations offer once the offer’s published to Campaign

15. Linking Campaign offer to eMessage asset • From the content library, users can relate an offer to an asset. Note that only one offer can be added to an asset, but an offer can be related to many assets • Users can also see the parameters for offer attributes and modify them on double click. Only 1 value per attribute allowed, no derived fields!

16. High level overview of the integration 4 2a API ETL 1 2b 5 3 ETL 6 For Internal Use Only / Company Confidential

17. High level overview of the integration Attribute 1: 10% Offer 1 v1 Creative 1 10% off Click here! Creative 1 Offer 1 Offer 1 v2 Creative 2 20% off Click here! Creative 2 Attribute 1: 20% Offer 2 Free shipping! Click here! Creative 3 Attribute 1 Attribute 2 Creatives / Assets Email communication Offers For Internal Use Only / Company Confidential

18. Campaign performance report impact Mockup • The Campaign detailed Offer Response Breakout report will be delivered with an additional column “Link Click” which will only be shown if eMessageInstalled – Yes • The Link Click count will automatically be populated by the ETL process between Campaign and eMessage. • In addition columns Landing Page and SMS reply will be shown. These are intended for future use. • Note that response counts for eMailing will be added to any performance report where responders are shown. There aren’t channel specific performance reports. For Internal Use Only / Company Confidential

19. IBM SPSS Modeler Advantage Marketing Edition integration with Campaign

20. IBM SPSS Modeler Advantage Marketing Edition: What Is It? • New component of the EMM suite (part of IBM Campaign) providing predictive analytics • Fully integrated with IBM Campaign for: • Building and updating models • Scoring with models • IBM SPSS Modeler Advantage Marketing Edition is powered by SPSS Modeler Gold • Highly automated, ease-to-use predictive analytics • Built for the business marketer • Model performance and profitability reports

21. Common Use Case: Scheduled Periodic Updates/Scoring • Add Schedule process box and configure to run periodically (e.g., first of every month) • Use a temporal connection between SPSS Model and SPSS Score process box to ensure scoring only runs if model rebuilding is successful • Use a Snapshot process to capture scoring results and write to database table (or flat file) • Scores can (amongst in other solutions) be used for Contact Optimization! Connect input cell to “Score” process box to score data using a model Connect input cell to “SPSS Model” process box to build a model

22. SPSS MA EMM / IBM PredictiveInsight • With the 9.1 release PredictiveInsight will no longer be supported. • This means that customers who had an integrated PredictiveInsight – IBM Campaign environment and move to 9.1, will see flowcharts with Model and Score processes that are unconfigured (as these were related to PredictiveInsight) • There’s no migration path from PredictiveInsight to IBM SPSS Modeler Advantage Marketing Edition

23. Always write to Contact History…

24. Configure writing to Contact History • Globally set all the Contact style processes to write to Contact History • The ability for an Admin to globally set all the flowchart's Contact Style processes (Maillist / Calllist and Track) to write to the contact history tables. • Using the option to set the flag with each new flowchart : logToHistoryDefault and a new option overrideLogToHistory • If set to TRUE and FALSE respectively, all production run flowcharts will always write to contact history. Only admins can change the configuration parameters • This was specifically asked for by customers who want to ensure that no production run is ever NOT writing to Contact History

25. Alert users of offer deletion

26. Alert users of offer deletion • With the 9.1 release, when users attempt to delete offers, or folders containing offers, automatic verification will be done if any of these offers are still active. • By active Offer we mean • Contact history has been populated for that offer/offer list • Offer assigned to campaign by 'Add/ remove Offers link' (CH is may/may not be populated) • Offer LIST assigned to TCS (CH may not be populated) • Offer LIST assigned in mail list but mail list is not run • Offer LIST assigned in mail list but mail list is RUN with "Log to CH OFF" (CH is NOT populated) • In the following cases, offer will NOT be treated as active • Offer used in offer list (CH is NOT populated) • Offer assigned to TCS (CH is NOT populated) • Offer assigned in mail list but mail list is not run (CH is NOT populated) • Offer assigned in mail list but mail list is run with "Log to CH off" (CH is NOT populated) • Offer LIST assigned to campaign by 'Add/ remove Offers link‘ • Important: If you attempt to delete an offer or offer list in these situations, a confirmation message appears indicating that the offer or offer list will be retired instead of deleted. To prevent further use of offers or lists that have been referenced in system tables, you should retire rather than delete

27. Support data-filtering on the Audience process

28. Support data-filtering on the Audience process • As a Campaign designer, I want to be able to automatically apply datafilters to top level audience processes when datafiltering is active. Currently, this functionality is not implemented on audience processes and I need this to auto apply filtering based on the business unit using the Unica Campaign software. • This allows for an additional layer of data security. The same functionality as on top level select and top level extract processes is needed. • Data filtering only happens on Top level processes (select, extract and the Audience process) • Data filtering doesn’t happen when • Profiling data • using Raw SQL • If you do not want people to access ‘restricted data’ you can also revoke access to more advanced features such as Raw SQL (Use Raw SQL permission on Admin permissions for Partition based security policy)

29. Disallow users to pick other values for single select drop down offer attributes

30. Disallow users to pick other values • In the current campaign implementation, users can select other values for the Offer attribute single select drop down fields than the values defined upfront. This can be done from table mapping fields or derived fields • By setting the flag DisallowAdditionalValForOfferParam, users can’t select any other value than the user predefined values • Note that allowing for additional values as defined on the attribute itself, will also NOT be possible when the new flag is set • Example 1:Offer Attribute "% discount“. - single select drop down contains 3 values: 5, 6 and 7Allowed to select additional values - user selects value 10 from database table.column, then value 10 will be saved for the Offer Attribute % discountExample 2:Existing Offer Attribute "% discount” - single select drop down contains 3 values: 5, 6 and 7 Allowed to select additional values --> changed to Disallow to select additional values user had previously selected value 10 from database table.column, so value 10 had been saved for the Offer Attribute % discount If customer wants to change the value of this attribute, ONLY the predefined 3 values: 5, 6 and 7 can be selected. If no change is made of the assignment for this customer's offer attribute, then the previously selected value of 10 is still in the attributeExample 3:Offer Attribute "Membership” - single select drop down contains 3 values: Silver, Gold and Platinum Disallowed to select additional values user selects value Gold from predefined values, user CAN only select 3 values in total: Silver, Gold and Platinum

31. Disallow users to pick other values

32. IBM Campaign 9.1 fixed defects

33. Fixed defects of note* *More details and information in the official release notes

34. IBM Campaign 9.1 known issues & known limitations

35. Known issues* *More details and information in the official release notes

36. Known limitations* *More details and information in the official release notes

37. IBM Campaign 9.1System table changes

38. More detail in Interact training Wednesday 9 October 9-10AM EST IBM Campaign 9.1 System table changes The table is used as a join between the eMessage specific table UACE_ResponseType and the Campaign specific UA_UsrResponseType table. Over time, more response types can be added which could then be used by the ETL process and be added in the performance report Currently, LINK CLICK, LANDING PAGE and SMS REPLY are available. Only LINK CLICK is used in a first instance • For eMessage – Campaign integration, a new table is added: • For Interact, a new table UA_OFFERSUPPRESSION is added. More information during Regan Wong’s Interact training on 9 October 9-10 AM EST

39. IBM Campaign eMessage 9.1 System table changes (related to offer integration only) • UACE_TREATMENTSETSTG and UACE_TREATMENTSETITEMSTG NEW TABLES • They provide grouping of treatments, to allow for future contact history rearchitecture/optimization. • UCC_ENVELOPE and UCC_ENVELOPECELL MODIFIED TABLES • UCC_Envelope has the CHLoadStatus, which Campaign ETL will populate to indicate that it has processed a particular row, and TreatmentSetStgID, which is a foreign key to the UACE_TreatmentSetStg table . Treatmentcount added on ucc_envelope and cellid on ucc_envelopecell • UCC_CONTAINERURL MODIFIED TABLE • has been extended with OfferHistStgID • UCC_RESPONSE MODIFIED TABLE • UCC_Response table with CHLoadStatus • UACE_OUTPUTLIST MODIFIED TABLE • FlowchartRunID (nullable) and FlowchartProcessID • UACE_OFFERHISTSTG NEW TABLE • UACE_OfferHistStg is new – it will hold proposed new offer versions that were generated on the eMessage OD side. The Campaign ETL process is expected to update the CHLoadStatus and OfferHistoryID fields after completing the copy of this row. • UACE_OFFERHISTATTRSSTG NEW TABLE • UACE_OfferHistAttrsStg is also new. It will hold the attribute value pairs for the UACE_OfferHistStg rows. • UACE_TREATMENTSTG NEW TABLE • Treatments table from eMessage OD. Treatment code format will have specific prefix so it can be recognized. Same functionality as in Interact. ETL works of this table to verify whether CH or DCH must be populated

40. EMM: IBM Contact Optimization 9.1 New functionality, integrations and customer enhancements

41. Agent Capacity Optimization

42. Agent capacity optimization • What is it? • Optimization over “Agents” in a call center, branch office, specific business unit and so forth, without having to declare N channels where N = the “Agents” • Why do we need it? • Some of our customers and prospects have requested this functionality to be available in the solution. Mainly in the financial / banking domain, this is often still a valuable approach to route important offers to individuals in the organization for further personal handling with the customer. • Also from a competitive point of view, this functionality has been requested by multiple prospects (in certain cases leading to disqualification) • What are the anticipated benefits for our customers? • Flexible way of optimizing over individuals in the organization • No need to create large number of channels for agent related optimization • Combination of Optimization rules over traditional (Call, eMail, DM) and Agent channel

43. Configuration for Agent Capacity Optimization

44. Technical approach* • Customer must define two tables according to IBM Contact Optimization standards. (There can be multiple of these tables; a set per business unit if so required) • These 2 tables must reside in the Optimize System table schema • Agent / Customer relationship table • * note that the CustomerID column can contain any other audience, the name is simply an example. If the audience consists of multiple keys (a so called compound key) this is also supported, there must be as many columns for the audience as there are physical keys for the audience) • Agent Information table • Define table(s) • Agent – Customer tbl • Agent – Information tbl • Tables must be purged & populated by other means / ETL routines or Campaign flowcharts • Optimized results must be distributed by 3rd party tools

45. Use case draft; set up configuration • In Platform configuration, users can define the tables to be used for • Agent – Customer relationship (keys can be numeric or varchar / text) • Agent – Information relationship (keys can be numeric or varchar / text) • There can be multiple tables for both types of tables • This allows for different approach and different relationships per Optimization session (for example for different business units with their own optimization sessions and their own workforce in different branches of the organization) • Define table(s) • Agent – Customer tbl • Agent – Information tbl

46. Using Channel Agent on Offer • Administrator / User defines Offer Template and selects Channel attribute • Administrator / User selects “Agent”* as value for channel • Administrator / User creates offer on the basis of new offer template • Administrator / User selects “Agent” as value for channel • Offer is selected in a flowchart in an Optimize process box * Name for Agent channel can be freely chosen • Define your channel for Agent Optimization

47. Set up Optimize session • When the optimize session is created, the relevant Agent tables can be selected • When the AGENT channel is selected on the Optimize session screen, the additional details for selecting the relevant AGENT tables is shown • Users are free to define WHICH channel is their Agent channel; values come from the UA_EnumAttrValues table, and can be called anything • There will be NO validation whether the tables contain the right audience level for the session, this is the users responsibility and similar to the way configuration is done for the template tables • The tables can be selected by the end user • Valid values are proposed from the configuration screen • There can be as many optimizationsessions as needed, and each optimization session can have its own tables defined, allowing for very flexible setup • Set up your optimization session and define the rules

48. Optimize session Example approach • User adds a Cross Customer Min/Maxcapacity rule (the only rule supported for Agent optimization) • User selects Channel: “Agent” • Because of this selection, no time period can be entered, and the min and max capacity entry fields can’t be used. Time is always “for this optimization period” and capacity is read from the underlying tables. • Set up your optimization session and define the rules

49. Full cycle Example process to work on Agent capacity sessions • Optimize • Other solution Iterative

50. Enable Max Capacity Consumption / Roll forward unused capacity