IBM Unica Campaign

Speaking directly to each individual customer is the key to successful marketing.

But how do you target thousands - or millions - of individuals with just the right message? How do you track and honor individual customer preferences? How do you quickly and cost-effectively design, execute, and measure customer-driven communication strategies across all of your channels, online and offline?

The answer is Unica Campaign, the industry's most highly acclaimed, best-in-class campaign management application, incorporating deep features for:

• Segmentation, offer and channel assignment: a powerful, flexible, flowchart-based user interface to manage the entirety of a campaign’s logic, including audience segmentation, exclusions, and assignment of offers and channels
  
• "Marketing system of record": a central repository that enables use, re-use, and tracking of campaign building blocks, including audiences, segments, offers, treatments, and exclusion rules
  
• Interaction history: a complete history, for each customer or prospect, of contacts made, offers presented, context and campaign details, and response or non-response – critical to building an effective, ongoing dialogue
  
• Scheduling, list generation, output formatting: complete campaign execution capabilities, including the ability to schedule multiple campaign waves and use Unica’s patented Universal Data Interconnect^TM (UDI) technology to access data from multiple sources and output campaign data in nearly limitless formats
  
• Response attribution: closes the loop by attributing responses of various types (direct, indirect, inferred) to campaigns using several attribution methods (best match, fractional, multiple, custom)
  
• Reporting and analysis: standard campaign reports and other key analyses are included, with a flexible and open data mart that allows custom data fields to be incorporated into reports and any third-party reporting tool to be used

Unica offers companion products that complement Unica Campaign's capabilities:

• Unica eMessage: Engage customers and prospects with timely, personalized email and mobile messages
• Unica Interact: Determine, in real-time, the right message to present in inbound marketing channels
• Unica Optimize: Optimize results, balancing marketing goals, contact preferences & business constraints
• Unica Distributed Marketing: Empower local marketing teams to build contact strategies and execute campaigns

With Unica Campaign and these companion products, marketers can plan, design, execute, measure and analyze multi-wave, cross-channel and highly personalized marketing campaigns.

Unica Campaign’s market-leading campaign management capabilities enable marketers to:

• Reduce campaign cycle time and overall time-to-market and increase campaign volume
• Reduce costs of marketing campaigns
• Improve response rates and business results by increasing the precision of campaign targeting
• Deepen customer relationships, loyalty, and lifetime value
• Enable cross-channel marketing by leveraging centralized decisioning

For examples of Unica customers enjoying these benefits:

• Read about how BMO reduced time to market by 125% and eTrade increased campaign velocity by 90%
• Read about how Amica reduced marketing costs by 25% and Aramark reduced direct mail costs by $1-2 million per year
• Read about how Aeroplan's response rates went up 250% for some campaigns and watch a webcast about how SAGE Publications increased responses by over 20%
• Watch a webcast about how Best Buy increased shopping-basket size by 20% and read about how Ambank increased its product-holding ratio
• Watch a webcast about how eBay coordinates campaigns across Web, e-mail and direct mail, and US Cellular conducts dialogues that span SMS, call center, direct mail, statement inserts

In addition to what is described elsewhere, Unica Campaign features several other market-leading capabilities that users find invaluable:

Access Data Anywhere

A key technology in Unica Campaign is Unica's patented Universal Dynamic Interconnect^TM (UDI) technology, which connects simultaneously to existing databases, log files, operational systems, and flat files.  UDI enbles marketers to have Unica Campaign up-and-running quickly without creating proprietary data marts or data models.

Intuitive User Interface

Unica Campaign’s flowchart interface maximizes power and flexibility, enabling marketers to design and manage the most complex, cross-channel campaigns

 

With Unica Campaign, marketers can close the loop on all campaigns and review reports to assess success and impact

 

Product Sheet

Download a Unica Campaign product sheet.

Companion Products

Unica offers companion products that complement Unica Campaign's capabilities:

• Unica eMessage: Engage customers and prospects with timely, personalized email and mobile messages
• Unica Interact: Determine, in real-time, the right message to present in inbound marketing channels
• Unica Optimize: Optimize results, balancing marketing goals, contact preferences & business constraints
• Unica Distributed Marketing: Empower local marketing teams to build contact strategies and execute campaigns

White Papers

Read The Evolving Marketing Platform: How Unica Makes Marketing Interactive, about Unica Campaign’s role in enabling Interactive Marketing.

Read The Case for Centralized Decisioning, about how the capabilities in a product like Unica Campaign can be used as part of a centralized customer decisioning approach.

Analyst Report

See what the analysts say about Unica Campaign: read Gartner Research, Magic Quadrant for CRM Multichannel Campaign Management.

Case Studies

Read about how BMO reduced time to market by 125% and eTrade increased campaign velocity by 90%.

Read about how Amica reduced marketing costs by 25% and Aramark reduced direct mail costs by $1-2 million per year.

Read about how Aeroplan's response rates went up 250% for some campaigns and watch a Webcast about how SAGE Publications increased responses by over 20%.

Watch a Webcast about how Best Buy increased shopping-basket size by 20% and read about how Ambank increased its product-holding ratio.

Watch a Webcast about how eBay coordinates campaigns across Web, e-mail, direct mail and US Cellular conducts dialogues that span SMS, call center, direct mail, statement inserts.