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Unica Forms Internet Marketing Alliance

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Aug 8, 2006 

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Sarah Novotny  |

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Unica Forms Internet Marketing Alliance

Unica Corporation, a marketing technology company known for its Enterprise Marketing Management platform, has assembled a group of marketers to pool their marketing management resources using Unica’s Affinium Suite of marketing services. Unica’s new partners include 24/7 Real Media, Did-It, Efficient Frontier, and Performics.

Alliance member clients will have access to unified reports about their cross-channel marketing efforts. The Alliance aims to help customers better manage their campaign budgets, targeting, and other key decisions. They can also see common customer segmentation and response and conversion metrics, tracking user behavior both on and offline.

“With accelerating media fragmentation and increasingly multi-channel buying behavior, marketers are challenged to effectively allocate resources and measure the true impact of their marketing. Affinium’s powerful cross-channel planning, execution and response attribution capabilities now make that possible,” said Unica CEO Yuchun Lee in a statement. “We are excited about the opportunities this alliance program brings to the market as we enhance the value of our marketing offerings with the expertise of best-of-breed internet marketing services to deliver a more effective approach to conducting and measuring marketing initiatives.”

Alliance members exchange data, like search terms, costs, and ROI, with each other to help manage their search marketing campaigns, as well as their offline responses and other customer behavioral data. Eventually, Unica plans to implement a common marketing desktop for planning, managing, executing and reporting marketing campaigns through Unica or third parties.

Tags: partnerships, SEM and unica

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