Unica Interactive Marketing

As customers and prospects interact with web sites and marketing programs, they’re sharing invaluable information about their individual interests and needs. If marketers can quickly respond with personalized web content and email that reflects all this knowledge, their communications will be more compelling – and far more successful. How can companies personalize their marketing without encountering high costs, unacceptable complexity, and difficult custom integration?

The answer is Unica Interactive Marketing OnDemand, the solution that combines analytics, email, and web personalization in one intuitive, on-demand application. Unica Interactive Marketing OnDemand brings together all the data visitors are providing through web behavior, responses to marketing, and offline activities – and incorporates that insight directly into easy-to-use targeting and HTML authoring features. With Interactive Marketing OnDemand, there’s no need for APIs or costly multi-vendor integration projects. Marketers can carry out all aspects of email and site personalization programs themselves, without burdening technical resources.

Unica Interactive Marketing OnDemand includes best-of-breed capabilities for:

• Web analytics: get customizable dashboards to stay on top of key online metrics and programs; in-depth reports on site and online marketing performance; detailed ad hoc analysis, slice-and-dice, segmentation and targeting; and easy integration with marketing partners and data sources
• Customer analytics: add richness to a web analytics view of customers by incorporating insight into past responses to marketing and offline activity for analysis through the same reporting, ad hoc analysis, segmentation and targeting tools
• Email marketing: enable marketers to target, author and execute personalized email campaigns with a few clicks, by dragging and dropping target segments, creative, and offers; access personalization data directly within email authoring tools to easily create dynamically personalized email content without data integration headaches
• Web site personalization: extend email segmentations, offers and messages to web sites, so customers get the right offer even if they aren’t opted in or don’t open mail; author new, web-specific personalization rules, for example targeting “anonymous” visitors based on referring URL, search terms, geolocation and other insights
• Landing pages and web site optimization: create, personalize, host, link to, and track customized landing pages and forms with no IT involvement; quickly test site elements to optimize duration, click-thru, or other goals, achieving superior results without complex, expensive testing solutions
• Offline marketing: extend marketing strategies to direct mail, telemarketing, and other offline channels; reuse segments, offers and landing pages for productivity and cross-channel consistency. 
• Resource optimization: manage digital assets, define and manage marketing projects, and publish marketing calendars to streamline marketing execution and get the most from limited resources.

With Unica Interactive Marketing OnDemand, marketing teams can analyze and personalize each interaction with visitors and customers – so all communications work together to deepen relationships, drive sales, and increase profitability.

The unified, best-of-breed web analytics, email marketing, and web personalization capabilities of Unica Interactive Marketing OnDemand enable marketers to:

• Eliminate the cost, complexity and delay previously required to integrate analytics, email, and web personalization: now, analysis, targeting, content authoring, personalization, and execution are all available through one intuitive interface
• Unlock value hidden in online interactions by making the detailed behavioral data visitors and customers are generating readily accessible within email authoring and web personalization tools
• Execute programs end-to-end without dependencies on IT by eliminating the need to have technical resources recode page tags, integrate data, post landing pages, or update web content
• Make Web personalization as easy as email marketing, using the same intuitive interface, the same segments, offers and creatives – and without requiring IT to update web pages or JavaScript
• Eliminate initial and ongoing integration costs, because all tools are contained in one solution, with no add-on fees for APIs or data export, no multiple vendor overheads, and no redundant work
• Accelerate execution and increase throughput by giving marketing teams powerful tools for collaboration, asset management, and workflow automation
• Deliver robust, closed-loop, cross-channel marketing campaigns that meet the needs and desires of today’s channel-hopping consumers
• Leverage Unica’s unmatched marketing expertise, including the wealth of knowledge and best practices Unica has developed through 17 years of working with leading marketing organizations worldwide
  

Transforming Analysis into Effective Segmentation and Targeting

With Unica Interactive Marketing OnDemand, marketers can immediately transform their analytic insights into effective segments and targeting rules that can power email, direct mail, or web site personalization campaigns: it’s as easy as drag-and-drop.

Web Page Personalization and Optimization

With Unica Interactive Marketing OnDemand, web site personalization is as easy as email marketing. Marketers can extend segmentation, targeting rules, offers and messages they’ve already defined for email campaigns to their web sites – ensuring that customers get the right offer even if they aren’t receiving or opening emails. They can also target anonymous web site visitors with personalization campaigns based on referring URL, search terms, geographic location, and other knowledge. It’s even easy to test various combinations of content, layout, and color – so marketers can optimize the performance of every page, and keep optimizing it as sites and customers evolve.

Fast, Flexible Integration with a Single Unica SoftTag

A single, lightweight Unica SoftTag supports all of Interactive Marketing OnDemand’s web site interactions, including clickstream data for web analytics, click through and conversion reporting for email, A/B testing, and the rendering of personalized web content. Unica’s next-generation architecture keeps all business logic within the application interface, so it doesn’t have to be coded into the JavaScript tag. This further reduces the effort required to “tag” a site, and eliminates the need to recode page tags to accommodate business change.

Marketers can instantly begin acting on their insights by dragging and dropping any group of customers or visitors they analyze to turn them into a marketing segment.

 

Interactive Marketing OnDemand empowers marketers to personalize their site via a simple point-and-click user interface, without burdening technical resources.

 

Watch videos about Interactive Marketing OnDemand below. View a product introduction, then a business scenario and demonstration.