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IBM Unica Distributed Marketing
Empower local marketing teams to build contact strategies and execute campaigns
With Unica Distributed Marketing, local marketing teams have a simple but powerful way to access to all potential marketing campaigns run out of headquarters that are relevant to their territories. Unica Distributed Marketing also lets marketers in the field create their own campaigns tailored to local conditions, subject to rules and best practices specified by headquarters.
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We chose Unica to help us improve our targeting, to reduce our campaign management costs and to improve the level of support and the marketing infrastructure that we make available to our agents.
” Generali
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Your local teams – be they field marketers, branches, stores, local agents, etc. – have valuable “on-the-ground” customer knowledge that can make local marketing efforts more customer-centric and effective.
But how can you empower them while also ensuring they follow best practices and standards set by you at headquarters? And how can you, at headquarters, monitor field marketing, measure it, learn from it rapidly and apply lessons learned throughout the marketing organization?
The solution is Unica Distributed Marketing, a companion product to Unica Campaign, which provides the perfect balance of empowerment and oversight:
- On-demand campaigns: field marketers create and execute their own campaigns by identifying targets and selecting local or centralized fulfillment
- List management: allows field marketers to create simple lists by defining selection criteria, adjusting list members and analyzing existing lists via reports
- Campaign subscription: field marketers can subscribe to campaigns executed by corporate headquarters by selecting campaigns relevant to their local needs
- Best practices compliance: all campaigns leverage best-practice workflows, alerts, approvals and security as defined by the central marketing organization
- Field marketing portal: real-time dashboard view of field marketers' lists, campaigns, calendar and reports
- Campaign calendar: informative, color-coded calendar with quick and advanced search capabilities to give anyone an overview of campaigns by brand, business unit, product, target audience, or other dimension
- Reporting and analysis: best-in-class reporting capabilities are provided through a set of pre-built reports with the ability to define custom reports that leverage the easy-to-use editor
Unica Distributed Marketing lets field marketers, branches, stores, local agents, etc., tailor their campaigns to local conditions, subject to rules and best practices specified by headquarters.
Unica Distributed Marketing enables marketing organizations to:
- Increase response rates of corporate campaigns: field marketers can identify which local contacts to include in campaigns designed and run by headquarters
- Lower the cost of running localized campaigns: field marketers have a simple and user-friendly interface to Unica's powerful and flexible campaign management capabilities
- Balance oversight and empowerment: corporate marketers retain oversight of contact strategy and brand compliance while field marketers can run their own campaigns
- Reduce waste: by allowing field marketers to opt-out customers unlikely to respond and avoiding redundant campaign infrastructure in field organizations
- Increase customer loyalty and retention: more meaningful communications, personalized by local field marketers, strengthen the relationship with customers
For an example of a Unica customer enjoying these benefits, read about how Generali empowers its 1,250 agencies to run 6,000 localized marketing campaigns per year.
Unica Distributed Marketing enables local marketing teams – field marketers, branches, stores, local agents, etc. – to control and influence marketing efforts in their territory in three ways:
- By generating lists they can use for their own outreach
- By creating their own ad-hoc campaigns, using templates and frameworks created by corporate marketing at headquarters
- By subscribing their local customers and prospects to campaigns being executed by corporate marketing
Product Sheet
Download a Unica Distributed Marketing product sheet.
White Papers
Read The Evolving Marketing Platform: How Unica Makes Marketing Interactive, about Unica Distirbuted Marketing's role in enabling Interactive Marketing.
Read The Case for Centralized Customer Decisioning, about how the capabilities in a product like Unica Distributed Marketing can be used as part of a centralized customer decisioning approach.
Analyst Report
See what the analysts say about Unica Distributed Marketing: read Gartner Research, Magic Quadrant for CRM Multichannel Campaign Management.
Case Study
Read about how Generali empowers its 1250 agencies to run 6,000 localized marketing campaigns per year.
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