KNOW Top 25+ IBM Unica Campaign Interview Questions & Answers
IBM Unica Campaign Interview Questions and Answers

KNOW Top 25+ IBM Unica Campaign Interview Questions & Answers

Last updated on 04th Jul 2020, Blog, Interview Questions

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IBM Campaign is software designed for the purpose of campaign management. Unica provides a graphical user interface to design, execute, and measure customer-driven communication across all marketing channels.

1) How Campaign Software benefits us?


Campaign is online Enterprise Marketing Management (EMM) software consisting of a server at the back end, which is an ActiveX client, providing security to the Marketing Platform. Campaign enables organizational administrators in designing, executing, and analyzing their direct marketing campaigns efficiently. It offers a graphical user interface, which supports the marketing processes of suppressing, selecting, sampling, segmenting, & listing output of customer IDs. Its Universal Dynamic Interconnect (UDI) data communication layer allows organizational administrators to easily access data from all of sources, including comparative databases.

2) Who are the users of Campaign?


Campaign has been designed for marketing experts, supported by On-Line Analytical Processors (OLAP) as well as data-miners, & SQL. Administrators can design, and analyze their organizational direct marketing campaigns. They can arrange the foundation for their colleagues by initial setup and ongoing tasks such as adjusting configuration settings, mapping database tables, and defining custom attributes which offers templates for other organizational users.

3) How is campaign is integrated into the marketing environment?


It can be integrated with the organizational Marketing Operations to use its features in creating, planning, and approving of campaigns. After its integration, many of the jobs, which were earlier done in a stand-alone Campaign environment, were performed in Marketing Operations. These included

  • Working like creating campaigns, campaign summary details & viewing, moving, & deleting campaigns.
  • Managing offers
  • Working with Cell Spreadsheets
  • Assigning offers to various cells
  • Specifying the control cells
  • Generating and populating custom campaign attributes
  • Generating and populating custom cell attributes

4) Tell us about the legacy campaigns?


Legacy campaigns are the previous campaigns generated in Campaign before enabling the software integration. In any Organizational Operations, Campaign is the integrated environment, which can be setup to access legacy campaigns, which are of two types: –

1. Campaigns, generated before version 8.0 in which integration was enabled. Such campaigns cannot be associated with the projects of Marketing Operations.

2. Campaigns generated in Affinium 7.x and associated to its projects. The functionality of such campaigns stays unchanged, based on data mapping linking the attributes of both versions.

5) What are Sessions in Campaign?


Session has dedicated place in the application where the principal, constant, global data are built, such as strategic segments and cubes, which are generated by administrators and made available to all other organizational campaigns. Sessions also comprise of individual flowcharts, as in campaigns.

6) What do we understand by Cells in Campaign?


A cell is list of identifiers such as customer with their IDs from the relevant database. Cells can be generated by setting up and running the data manipulation processes in its flowcharts. These output cells are also used as input for other processes in the same flowchart. There are no limits in creating of the number of cells.

7) What are the Security levels in Campaign?


Levels of Security in Campaign are applied in two stages:

1. Functional Level, which determines the actions performed on the objects, by the user roles. Organizational policies define the roles at initial stage, and each role has permissions associated with it, which determines the actions belonging to a role.

2. Object, determines the types of object on which performances are allowed. Even if we have general permissions granted to modify campaigns, object-level security can be configured to protect access campaigns laid in specific folders. E.g., if you belong to department A, you can be prohibited from accessing the folders pertaining to department B.

8) How can we design campaigns?


Prior designing any campaigns, we should design it on paper and decide the objective for the campaign. Once we have designed on paper, you need to execute in Campaign by generating one or more flowcharts to achieve the objectives. A campaign consists of one or more flowcharts, which consists of interrelated processes.

9) How can we create a campaign?


Following is the method to create a campaign

1. We need to choose Campaign > Campaigns.

2. All the pages relating to Campaigns appear which displays the folders in the current partition.

3. We need to navigate the folder structure until we find the folder, which needs to be added to the campaign.

4. Now we need to click – Add a Campaign, which opens the New Campaign page.

5. We should put relevant information in the fields.

6. After these details, we should click Save and Finish.

7. The Campaigns page will display the lists of all new campaigns.

10) What are strategic segments within Campaign?


Strategic segment are ID list, which is generated by system administrator, made available to all other campaigns. A strategic segment is similar to other segments except that it is globally available, for use in any other campaign. If we associate a strategic segment with our campaign, it makes easier to select the same segment while we are creating the flowcharts. If we associate the relevant segments with our campaign, it also provides a better reporting capabilities within the Campaign.

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    11) What are the Semaphores?


    Semaphore is a “procedure synchronization device” or variable or abstract data type which is used to control access to a common resource by multiple processes in a concurrent system such as a multitasking operating system.

    It assigns two tasks:

    • wait (p)
    • signal (v)

    It expresses that if there are numerous processes sharing the same variable, at that point different processes must hold up it until the point when the procedure in the basic area is finished, as the procedure in the basic segment is finished, it sends a flag to alternate procedure to enter the basic segment.

    12) What is Synchronization?


    Synchronization is the procedure by which Data Protection Manager (DPM) exchanges information changes from an ensured record server to a DPM server, and afterward applies the progressions to the copy of the secured information. DPM depends on synchronization to keep imitations synchronized with the ensured information on the document servers.

    13) What is the virtual memory?


    Virtual memory is a memory administration capacity of an OS that utilizes equipment and programming to enable a PC to make up for physical memory deficiencies by briefly exchanging information from irregular access memory (RAM) to plate stockpiling.

    14) What are paging, faulting, and deadlock?


    In PC working frameworks, paging is a memory administration by which, computer stores and recovers information from secondary storage for use in main memory. In this scheme, the operating system retrieves data from secondary storage in same-size blocks called paging.

    • Faulting: A page fault (now and then called #PF, PF or hard fault) is a sort of special case raised by PC equipment when a running system gets to a memory page that isn’t right now mapped by the memory administration unit (MMU) into the virtual address space of a procedure.
    • Deadlock: A deadlock is a situation in which two computer programs sharing the same resource are effectively preventing each other from accessing the resource, resulting in both programs ceasing to function. The earliest computer operating systems ran only one program at a time procedure.

    15) What is Process Scheduling?


    • The procedure planning is the action of the procedure director that handles the expulsion of the running procedure from the CPU and the determination of another procedure based on a specific methodology.
    • Process planning is a fundamental piece of Multiprogramming working frameworks. Such working frameworks enable in excess of one procedure to be stacked into the executable memory at once and the stacked procedure shares the CPU utilizing time multiplexing.

    16) What is Base Class and Derived Class? How are these two interrelated?


    Derivation (C++ only) Inheritance is implemented in C++ through the mechanism of derivation. Derivation allows you to derive a class, called a derived class, from another class, called a base class. In the declaration of a derived class, you list the base classes of the derived class.

    17) What is the advantage of inheritance in OOPS??


    The most frequent use of inheritance is for deriving classes using existing classes, which provides reusability. The existing classes remain unaltered. By reusability, the development time of software is reduced. The derived classes extend the properties of base classes to generate more dominant objects.

    18) What is Procedural Programming?


    • Procedural programming is a programming paradigm that uses a linear or top-down approach. It relies on procedures or subroutines to perform computations.
    • Procedural programming is also known as imperative programming.

    19) What is the Entry Control Loop?


    A passage control circle checks the condition at the season of the section and if condition or articulation turns out to be genuine at that point control moves into the body of the circle. Such kind of circle controls passage to the circle that is the reason it is called the section control circle.

    20) What is Variable Scope?


    A scope is a region of the program and broadly speaking there are three places, where variables can be declared ? Inside a function or a block which is called local variables. In the definition of function parameters which is called formal parameters. Outside of all functions which are called global variables.

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    21) What is Dangling Else problem?


    Dangling else is a problem happens when we utilize settled if. … Here in the above case we really need to give the else provision to the external most if condition however it is considered for the deepest if condition .this is called dangling else problem.

    22) What is the Condition of Deadlock?


    Deadlock can exist if and only if 4 conditions hold simultaneously:

    1. Mutual exclusion: at least one process must be held in a non-sharable mode.
    2. Hold and wait: there must be a process holding one resource and waiting for another.
    3. No preemption: resources cannot be preempted.
    4. Circular wait: there must exist a set of processes

    23) What does Object Oriented Database Management System (OODBMS)?


    An object-oriented database management system (OODBMS) is a database management system that supports the creation and modeling of data as objects. OODBMS also includes support for classes of objects and the inheritance of class properties and incorporates methods, subclasses, and their objects.

    24) What is the purpose of ‘SUDO’ Command?


    The reason for sudo is to execute the charge given to it with root benefits. The motivation behind su is to switch the present client setting. It is fundamentally an antecedent to sudo. On the off chance that no client name is determined for su, at that point it changes to root.

    25) What is the String?


    In programming, a string is a contiguous sequence of symbols or values, such as character strings (a sequence of characters)or a binary digits string(a string of binary values).

    26) What is an Array? What is the Importance of an Array?


    An array is a data structure that contains a group of elements. Regularly, these elements are of the same data type such as integer or string. Arrays are commonly used in the computer program to organized data so that a related set of values can be easily sorted or searched.


    1. it is a better and convenient way of storing data of the same data type with the same size.

    2. It allows users to store a number of elements in it.

    27) What is the advantage and disadvantage of the stored procedure?



    1. Maintainability: Since contents are in one area, updates and following of conditions in light of composition changes ends up less demanding.
    2. Testing: Can be tried autonomous of the application.
    3. Speed: 1. Stored Procedure is cache on the server.
      2. Execution plans for the process are easily reviewable without having to run the application.


    • Restricted Coding Functionality: Put away technique code isn’t as hearty as application code, especially in the territory of circling (also that iterative builds, similar to cursors, are moderate and processor escalated)
    • Testing: Any information blunders in dealing with Stored Procedures are not produced until runtime
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    28) What is IBM Campaign?


    IBM Campaign (formerly Unica Campaign – a.k.a “Unica”) is software designed for the purpose of campaign management. Unica provides a graphical user interface to design, execute, and measure customer-driven communication across all marketing channels. The software also stores contact and response history which enable the user to know which customers have responded to which offers over time. The combination of the 2 history tables allows a business to understand the relative success of marketing campaigns. Particularly, when used in combination with the Campaign Analytics module which provides simple pre-defined reports for all key metrics.

    29) Relational Database Design and SQL


    IBM Campaign is a Graphical User Interface (GUI) which allows drag-and-drop functionality in order to query information in a set of database tables. The things that the user does in Campaign are translated into Structured Query Language (SQL) behind the scenes. There are different flavours of SQL for different Relational Database Management Systems (RDBMS). Some RDBMS include Oracle, DB2, Teradata and Microsoft SQL Server. It is very useful to understand the bare minimum when it comes to both:

    30) How does Unica Work?


    When working in IBM Campaign (and all Campaign Management Software) it pays to understand what the software is doing behind the scenes. Nearly every time you add a box in a Unica flow chart it is creating a temporary database table with just a list of ids. A simple select statement will run and save a table like the one shown in the image below. When you then link that select box to another one it uses the first temporary table as its starting point. This makes the queries more efficient by starting with a smaller base at each new level.

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    31) How to create a clone table with same structure of other table?


    We can create clone table using following command:

    • Create table Employee1 as select * from Employee where 1=2;

    32) What is inner join? Explain with Business use?


    When 2 tables are connected such that it should retrieve only the matching records in both tables.Inner join select only the matching records between 2 tables.You can use Equal to(=) operator or Inner join keyword to apply inner join.This join is most widely used joins in real life applications,reporting,webapps,android apps.

    33) What is subquery?


    Subquery is query within query.The output of outer query is assigned to the column which is used in where condition of outer query.The subquery output is returning only one output value and based on that output value the outer query is executed.Subqueries are used in various real life scenarios like report development,Application logic development,Performance tuning of query.

    34) What is Rank function as aggregate function?


    Rank function is used as aggregate function to return the rank of rows in the table within group of rows.If someone needs to find out the rank of specific row in the table then we will use the rank function.

    35) What is Rank as analytical function in SQL?(Asked 80 % of Interview Questions for IBM)


    Rank function is used as analytical function in SQL/PLSQL/SQL server which is used to give the rank to the specific record in the table.Rank function is giving you ranking in ordered partitions.Means Ties are assigned to the same values after using the order by clause.So Rank function is not useful where same data is repeated again and again.It is useful in Unique data where user can make partition and order  the data properly.

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