Unica PredictiveInsight

Marketers know that data mining and predictive modeling are powerful marketing tools that can improve the results of every marketing program.

But to put predictive models to work, many marketers must rely on trained specialists with complicated analytical tools, waiting in line for their scarce time. How can marketers get access to the power of predictive modeling without relying on these specialists?  How can they tap the power of the most sophisticated predictive algorithms, even if they have no technical or statistical training?  And even if getting an analyst's time is easy, how can marketers swiftly put predictive models in action, so they deliver value rather than simply being an intellectual exercise?

The answer is Unica PredictiveInsight, with powerful predictive modeling features designed for use by marketing business users, not trained statisticians:

• Built to answer marketing questions: predicts customer response, identify the best products for cross-sell, suggests optimal customer segmentation and forecasts lifetime value
• User-friendly wizards: marketers need no special expertise – they are guided through every step
• Powerful algorithms: leverages many of the most powerful predictive algorithms and approaches, rather than being limited to just one or two
• Automated model selection: helps marketers choose which model, from among those built, is best suited and will achieve the best results
• Complete report: reports are automatically generated addressing the most important concerns such as the sensitivity of models to each variable, impact of each model on campaign profitability, model performance by segment, and many more
• Multiple options for action: models can be put into action in several ways including immediate execution and scoring, through direct integration with Unica Campaign to calculate scores within a campaign process flow, or even export to scores that can be used by other analytical products – so models become more than simply an intellectual exercise

With Unica PredictiveInsight, marketers are empowered to build predictive models on their own, without the help of analytical specialists, so they can improve the results of all their marketing programs. 

Unica PredictiveInsight's easy-to-use yet powerful data mining and predictive analytics capabilities enable marketers to:

• Increase response rates to marketing campaigns by identifying the best targets
• Increase cross-sales revenue by forecasting the likeliest purchases and purchase sequences of each individual, and crafting targeted, timely communications
• Increase customer value by building better customer relationships through more relevant interactions based on predictive insights
• Reduce waste on ineffective communications through better targeting of those that do work
• Lower costs by empowering marketers to do their own modeling, minimizing required outside expertise

For examples of Unica customers enjoying these benefits:

• Read how Starwood Vacation Ownership boosted bookings rates by 55% and 87% for two brands using models developed in Unica PredictiveInsight.
• Read how Monster uses Unica PredictiveInsight as part of a complete marketing solution from Unica to reduce campaign cycle time and costs, and improve results through better targeting.

Analysis Types

Unica PredictiveInsight consists of four modules, each designed to help marketers perform a fundamental type of marketing analysis:

• Response Modeler: predicts the likelihood of any individual to exhibit any behavior
• Cross-Seller: predicts what each individual is most likely to buy, and what offer or web content they’ll be most interested in
• Customer Segmenter: helps marketers understand what’s driving their customers’ and site visitors’ behavior
• Customer Valuator: predicts the value each customer or prospect will deliver, measured in revenue, profitability, or other metrics
  

Algorithms

Unica PredictiveInsight's intelligent algorithms choose the best-fitting models and input variables from hundreds of models generated automatically for the marketer’s data set.  Examples of the types of algorithms used include:

• Logistic regression
• Linear regression
• Neural networks
• CHAID
• CART
• Naïve Bayes
• K-means
• RFM
• Parameter optimization (exhaustive and generic search)

Product Sheet

Download a Unica PredictiveInsight product sheet.

Analyst Reports

See what the analysts say about the role predictive analytics plays in a complete campaign management solution: read Gartner Research, Magic Quadrant for CRM Multichannel Campaign Management.

Case Studies

Read how Starwoods Vacation Ownership boosted bookings rates by 55% and 87% for two brands using models developed in Unica PredictiveInsight.

Read how Monster uses Unica PredictiveInsight as part of a complete marketing solution from Unica to reduce campaign cycle time and costs, and improve results through better targeting.

Companion Products

The Unica Marketing Platform: Learn more about the powerful technology foundation for Unica products