Contact Center Solutions Featured Article

Unica Corporation, a global provider of enterprise marketing management (EMM) solutions, has enhanced its Affinium suite to improve the ability for marketers to optimize the selection and delivery of relevant and profitable marketing messages for customers.

 

This latest release also delivers performance enhancements and tighter suite integration for improved productivity, time-to-market, and accuracy. With marketers under mounting pressure to deliver more relevant and frequent inbound and outbound offers, Unica’s automated analytics, integrated suite, and cross-channel capabilities can help streamline the entire marketing process.

 

As products and services proliferate and customers divide their time across a growing array of channels, marketers are increasingly challenged with the need to identify the combination of offer, channel, and timing that maximizes relevance for each individual customer and ROI for the organization. Marketing optimization accomplishes this while simultaneously ensuring compliance with customer contact frequency rules, channel capacity limits, budget constraints, and other business rules.  

 

“Unica's enterprise marketing management solution has positively impacted our marketing efforts in that we have been able to integrate offer optimization with overall campaign management,” said Nancy O'Keefe, director of Campaign Management, Discover Financial Services. “As we continue to increase the sophistication of our marketing campaigns, we expect the new version of Unica's optimization module will enable us to efficiently optimize campaigns involving multiple user-defined constraints and analyze how changes to them can positively affect our goals.”

 

Unica Affinium 7.3 includes patent-pending optimization software that enables definition of custom capacity rules to implement the most relevant interaction with each customer in addition to improved scenario analysis that allows marketers to test different scenarios to ascertain, for example, the amount of profit incremental marketing investments would deliver.

 

It also features usability and performance enhancements to Unica’s statistical data mining module and that offers increased user productivity as well.

 

"At Unica, we have an ongoing commitment to our customers, to ensure their continued success, improve their performance and boost their productivity,” said Yuchun Lee, chief executive officer of Unica Corporation. “Marketers’ jobs are more demanding and complicated than ever before—from engaging empowered consumers to effectively marketing across multiple channels to delivering results. Our newly enhanced solutions and analytical capabilities enable marketers to more effectively identify intelligent opportunities and execute profitable customer interactions across all channels, which will further strengthen their abilities to improve efficiencies and response rates.”