IBM Unica Marketing Operations

In today’s fast-moving yet cost conscious marketing environment, balancing time-to-market and cost control are critical to success. 

But how can marketers execute campaigns and programs faster without sacrificing quality and results? How can they track their budgets and expenses closely enough to ensure they are investing optimally without slowing everything down? 

The answer is Unica Marketing Operations, with features that improve the operational efficiency and effectiveness of any marketing organisation:

• Budgeting and forecasting: create and allocate budgets, define performance objectives, then adjust plans as needed over time and see the impact of dialling spend up and down
• Integrated campaign planning and execution: bring the work of those who plan campaigns and those who execute them together into a single, collaborative environment 
• Expense management: manage all aspects of marketing expenses from cost centre definition to purchase order generation to invoice processing
• Standardised workflow: define best-practice workflows and processes and ensure everyone on the marketing team uses them
• Online approvals and electronic proofing: automate the review process by using business rules to route approvals, review and mark-up documents, and ensure that sign-offs are properly obtained and audit trails are logged to meet regulatory compliance
• Digital asset management: manage all of the organisation’s digital assets in a secure asset library with powerful searching, graphical views, and version control
• Configurable dashboards: assemble personal views of all data and information pertinent to each individual's role in the organisation
• Flexible calendaring: access a user-friendly, searchable calendar that can be filtered by brand, business unit, product, geography, or other dimension.
• Reporting and analysis: use pre-built reports or define custom reports with an easy-to-use report editor
• Service-oriented architecture (SOA):  a full-featured, enterprise-class architecture featuring a Web services API and trigger manager for integrating with other applications

With Unica Marketing Operations, marketers can gain better control over the budgets and processes behind their marketing campaigns and programs.

The marketing resource management capabilities in Unica Marketing Operations enable marketers to:

• Increase productivity of marketing organisations, enabling them to do more with less
• Reduce cycle time of marketing campaigns and programs, getting them into market faster
• Lower costs into through greater visibility into and control over marketing budgets and expenses
• Improve collaboration between marketing teams, boosting the effectiveness of cross-channel programs
• Promote greater re-use of marketing assets, data, and information, lowering costs and promoting best practices
• Drive better marketing results by better insight, oversight and management of all aspects of marketing

For examples of Unica customers enjoying these benefits:

• Read how Aeroplan increased response rates by 250% by becoming more efficient and able to execute a greater number of more targeted campaigns
• Read how Medco Health Systems increased their campaign volume by 60% and their mail volume by 90% with minimal headcount growth

Available as Separate Modules

The core capabilities in Unica Marketing Operations include the ability to initiate job requests, set up and manage campaign or project details and workflow, execute online approval processes, mark-up documents, create and view calendars, and report on performance.

Additional capabilities for Unica Marketing Operations are available as add-on modules: 

• Unica Marketing Financials: for managing cost centres, budgets, forecasts, commitments, and invoices for gaining visibility into actual vs. estimated spend
• Unica Marketing Assets: a secure repository for managing digital assets and their associated meta data, versions, keywords, and usage rights
• Unica Marketing Operations SDK: integration tools for connecting with other systems and enhancing standard functionality

Marketing Calendar

The marketing calendar in Unica Marketing Operations makes it easy for marketers to track and manage all aspects of their marketing plans, programs, and projects.

 

Download a Unica Marketing Operations product sheet.

Analyst Report

Read what Gartner Research has to say about Unica Marketing Operations: Magic Quadrant for Marketing Resource Management.

White Papers

Read a Unica white paper, What is Marketing Resource Management (MRM), and Why Are Marketers Investing in This Technology?

Read a white paper co-written by Unica, The Business Case for Marketing Resource Management (MRM): Increasing ROI Through More Efficient Use of Marketing.

Read a Unica white paper, Winning Budget Battles: Planning, Defending, and Adapting your Marketing Budget.

Case Studies

Read how Aeroplan increased response rates by 250% by becoming more efficient and able to execute a greater number of more targeted campaigns.

Read how Medco Health Systems increased their campaign volume by 60% and their mail volume by 90% with minimal headcount growth.