IBM Unica Interact

As the effectiveness of traditional outbound marketing campaigns declines, marketers must take better advantage of moments when customers and prospects contact them.

But how can marketers apply the same analytic rigor to marketing through inbound channels as they typically do for outbound campaigns? How can inbound marketing and personalization factor in both what’s already known about the customer and what’s just been learned during the most recent interaction? And how can anonymous Web visitors be marketed to in real time in the same way as known customers?

The answer is Unica Interact, which richly supports inbound, real-time marketing:

• Highly manageable, real-time decisioning logic: a combination of segmentation and business rules enables marketers to easily define strategies for interacting with customers and prospects and, just as importantly, easily modify those strategies and understand the impact of changes
• Self-learning and arbitration: a configurable Bayesian algorithm combined with integrated offer arbitration capabilities builds insight over time and helps determine the best offer or message to present to each customer or prospect
• Performance optimized run-time engine: to maximize performance, Unica Interact is Java-based, features configurable multi-threaded processing and database connection pooling, and supports horizontal scaling with runtime server failover
• Role-based user interfaces (UI): separate user interfaces for marketers, technical analysts, and operational managers of interactive channels create an uncomplicated and intuitive user experience for each person involved in the inbound marketing process
• Insightful reports and analyses: provide marketing performance analysis, interactive channel activity analysis, campaign strategy inventories, and deployment auditing – all intended to improve managerial oversight and marketing results
• Integration with outbound marketing capabilities: part of a single interactive marketing solution at the heart of which is Unica Campaign, enabling inbound and outbound marketing to be coordinated into a single strategy for building customer relationships, using a single technology platform 

With Unica Interact, marketers can personalize the experience of customers interacting with Web sites, call centers, and other inbound marketing channels.

Unica Interact’s real-time, inbound marketing capabilities enable marketers to:

• Increase response rates in inbound channels: advanced analytics maximize the relevancy of messages presented in real-time, increasing response rates
• Improve customer experience: personalizing the experience of interacting with your company can have a major positive impact on perception and loyalty
• Leverage investments in inbound channels: targeted marketing adds to the ROI of Web sites, call centers, and other inbound channels originally built for operational reasons
• Maintain a single dialogue with customers across all channels: using Unica Interact with the rest of Unica’s interactive marketing solution means marketers can centralize cross-channel messaging decisions, following customer and prospect dialogues wherever they go
• Achieve better overall marketing results: for marketers not doing inbound marketing today, Unica Interact creates another channel to achieve overall marketing goals

For examples of Unica customers enjoying these benefits:

• Read how SingTel improved cross-sell and up-sell in call centers and retail stores
• Read how ING shifted its focus to inbound marketing on the Web and call center

Performance and Scalability

Unica Interact has been architected for high performance even when facing the heaviest volume of customer interactions. Leveraging its Java runtime engine and architecture for horizontal scaling, Unica Interact can consistently deliver thousands of transactions per second with sub-half-second response times and when configured optimally for each deployment.

Role-Based User Interfaces

Unica Interact features user interfaces specific to each user role, such as the intuitive interface for marketers seen above.

 

Product Sheet

Download a Unica Interact product sheet.

White Papers

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

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

Analyst Report

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