Unica Corporation, a global provider of enterprise marketing management (EMM) solutions, launched Affinium 7, the most comprehensive update of its marketing software suite to date. Affinium 7 delivers a rich set of new EMM capabilities including: dynamic, scalable offer management; flexible response tracking; extensive user-definable reporting; robust resource management; integrated Web analytics; and cross-organizational collaboration.
Extensive support for the new Affinium 7 platform comes from Unica's partners. Among those planning to enhance their own service and product offerings with the new EMM capabilities are Epsilon, Harte-Hanks and Quaero primarily in the North American market, and Wegener and CDMS in Europe.
According to Mike Coakley, vice president of Epsilon, a leading marketing service provider, "The new capabilities in Affinium 7 will enable Epsilon to enhance our integrated marketing services offering to leading Fortune 2000 brands. By combining Epsilon's advanced database solutions with Affinium 7's robust offer management, flexible response attribution and customized reporting capabilities we are able to offer a state-of-the art marketing solution that enables marketers to optimize their customer relationship and grow their marketing ROI effectively and cost efficiently." Today, Epsilon hosts Affinium for clients across the healthcare, hospitality, publishing, fundraising and financial services industries.
Affinium 7 further delivers Unica's vision for a system of record for marketing, the backbone behind a complete EMM suite. The system of record brings together marketing assets, such as creatives, reports, budgets, and business definitions (e.g., customer segments and best practices), so that marketers can manage their creation and usage, rapidly assemble them to execute different programs, and measure performance. This free flow of accurate, up-to-date information speeds marketing execution, reduces mistakes, boosts productivity through automation and re-use, and enables faster, better decisions.
"Consumers are increasingly difficult to reach. They want offers and communications that are relevant and timely for them. While marketers are under increasing pressure to deliver results, they frequently lack the tools to manage resources, campaigns and investments across product lines, divisions and geographies, leading to duplicated efforts, conflicting marketing messages and wasted investments on activities that aren't aligned with goals. Enterprise Marketing Management suites offer solutions that can increase marketing's effectiveness and return on investment," said Kimberly Collins, Ph.D., research vice president, Gartner CRM.
Virgin Mobile USA - the nation's leading wireless youth network, just given the highest rating in wireless prepaid customer satisfaction by J.D. Power and Associates - operates in the highly competitive pre-paid cellular market. "Limiting customer attrition and building customer loyalty are important drivers for our business and led to our adoption of Unica's Affinium integrated marketing solution," said Terry Madonia, vice president, Voice Offers and Base Management for Virgin Mobile USA. "It allows us to analyze the market; and create, manage and track millions of individual offers across multiple segments and geographies. We use Affinium's integrated marketing resource management, emessaging, and marketing analytics capabilities to help build customer retention and marketing accountability."
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