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In-Depth Review
Enterprise Marketing Management (EMM)
Unica Corporation
Reservoir Place North
170 Tracer Lane
Waltham, MA 02451-1379
Telephone: 781-839-8000
Fax: 781-890-0012
Email:
unica@unica.com
Web:
http://www.unica.com/
Unica® Corporation (NASDAQ: UNCA) is a leading global provider of
Enterprise Marketing Management (EMM) software. Focused exclusively on the
needs of marketers, Unica delivers the most comprehensive EMM suite on the
market. Unica's Affinium® software streamlines the entire marketing process
for brand, relationship and internet marketing — from planning and budgeting
to project management, execution and measurement. Offered on premise or on
demand, Affinium delivers key EMM capabilities including: web and customer
analytics, cross-channel lead and campaign management, and marketing
resource management. Unica’s solution uniquely provides a marketing system
of record that enables marketers to easily manage marketing information and
assets, rapidly assemble campaign components, and track performance. Just as
sales force automation has streamlined sales operations; Unica's EMM
solution is poised to revolutionize marketing. Today, more than 500
companies worldwide have adopted Unica's Affinium as their EMM solution.
Founded in 1992, Unica is headquartered in Waltham, Massachusetts, with
additional offices in the US, Australia, France, Germany, India, Singapore,
Spain, and the UK.
Product: Enterprise Marketing Management (EMM)
Current Version:
Category: Marketing Support Capabilities
Sub-Category: Marketing Automation
Client Platform:
Server Platform:
Database Platform:
Enterprise Marketing Management (EMM) is software that helps marketers
reduce costs, boost productivity and grow revenue - across relationship
marketing, internet marketing, and marketing operations.
EMM enables marketers to identify and act on new customer insights, as well
as collaborate with each other and external agencies to deliver effective
initiatives on time and within budget.
A complete EMM solution consists of:
- Web and customer analytics for understanding and anticipating
customer behavior
- Event-detection to easily track and quickly respond to customer
behavior patterns
- Interaction and campaign management for implementing and executing
timely, consistent communications across customer touch points
- Lead management to ensure leads are delivered and acted upon
- Marketing resource management (MRM) for managing budgets, creative
production, marketing content, and other resources
Individually or as an integrated solution, these capabilities reduce
time-to-market through automation, improve customer strategies and targeting
through analytics, and prove the value of marketing through closed-loop
measurement and reporting.
With over 500 customers across five continents from a variety of industries,
Unica's Affinium Suite is recognized as the leading EMM solution. Affinium
is available "on-demand" (hosted) or for in-house deployment.
Unica's EMM Software Suite - Affinium
Unica's Enterprise Marketing Management (EMM) software suite, Affinium®,
is the only complete solution that allows organizations to have the power
and flexibility needed to provide customers with what they expect today - a
consistent brand experience. The Affinium Suite provides robust customer
analytics, event-detection, campaign management, lead management, and
marketing resource management capabilities.
Affinium has helped marketers around the world achieve the common goal of
driving a more customer-centric business by helping manage the pressures of
increasing marketing complexity and delivering improved revenue and
measurable results.
The Affinium Suite includes:
- Affinium Insight™ for Cross-Channel Customer Visualization
- Affinium Insight provides easy-to-use, visually intuitive data
exploration and analytics capabilities for everyone in marketing.
Individual dashboards, drag-drop-and-drill visualizations, and the
ability to immediately turn new insights into action enable marketers to
understand and profit from cross-channel customer behavior.
- Affinium Plan™ for Marketing Resource Management -
a common workspace for establishing marketing objectives and budgets,
creating and managing projects, storing and approving creative assets,
and optimizing resources such as people and finances. With Affinium
Plan, you gain enhanced visibility into all aspects of your marketing
operation. You, your team, and your agencies stay aligned - while
projects stay on time and in budget.
- Affinium Model™ for Modeling and Analytics -
predictive modeling and data mining software for developing actionable
customer insights such as product affinity, expected customer value, and
likelihood to attrite or respond. With Affinium Model, you understand
customers on a one-to-one level so communications and advertisements are
more customer-relevant and effective.
- Affinium Detect™ for Event-Based Marketing - gives
you unmatched insight into when to contact customers, when they will be
most receptive to a new offer, or when impending attrition seems likely.
Affinium Detect's patented event-detection engine, and on-boarding and
alert capabilities, enable you to strengthen customer relationships and
boost new customer profitability.
- Affinium Campaign™ for Campaign Management - a
complete solution for high-performance inbound, outbound and real-time
customer interactions. This multi-channel, multi-wave solution supports
email authoring and execution (Affinium Campaign eMessage),
sophisticated cross-campaign optimization (Affinium Campaign Optimize),
real-time personalization (Affinium Campaign Interact), and field
campaign execution (Affinium Campaign Collaborate). Flexible response
capture and reporting for closed-loop analysis. With Affinium Campaign,
you can deliver targeted, timely marketing communications that produce
results.
- Affinium Leads™ for Lead Management - manages the
distribution, enrichment, and maturation of leads, and analyzes
marketing lead generation effectiveness. With Affinium Leads, you can
improve the marketing and sales connection by only delivering targeted,
timely sales leads and measuring lead follow-up.
- Web Analytics - Unica offers two web analytics
solutions: Affinium NetInsight™ is designed for larger organizations
with heavily trafficked web sites, multiple web analytic audiences and
sophisticated internet marketing needs. Unica NetTracker® is designed
for small to medium businesses and it offers best in class capabilities
in an easy-to-implement and use software package.
For pricing details, please contact the company directly.
We have yet to review this product.
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notable moderators have included Don Peppers, Peppers and Rogers Group, and
Elana Anderson, Forrester Research.
Visit The Marketers' Consortium blog at
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