Relationship Marketing
Today’s Relationship Marketers Face Considerable Challenges:
- Growing complexity as channels, products, and offers proliferate
- An increasingly noisy environment that drowns out messages
- Heightened budget scrutiny and growing demands for accountability
Marketers hindered by discrete, silo’d applications and disjointed processes can no longer keep up. Achieving success requires an integrated suite of software that streamlines programs from start to finish across all relevant channels, and provides visibility and accountability easily and efficiently.
Only Unica's Enterprise Marketing Management (EMM) software suite, Affinium, delivers support for the entire relationship marketing process including:
Planning
With Affinium, marketers can ensure that high-level marketing plans, budgets, and metrics support corporate strategy and that all individual campaigns are, in turn, aligned.
Design & Production
Affinium synchronizes the myriad discrete tasks that come together for successful campaigns, including offer definition, targeting, creative development, approvals, test design, QA/QC, and vendor coordination. Program templates encode best practices to ensure teams leverage hard-won organizational experience. Affinium’s marketing system of record makes previous work readily available to maximize re-use and consistency.
Execution
Affinium’s award-winning customer decisioning engine powers highly personalized communications across nearly any available channel, with integrated modules for: email and SMS; real-time channels such as call center, web, POS and kiosk/ATM; and for field marketing and lead management. Patented event-detection and optimization capabilities identify when customers are most receptive to offers and that the most relevant offer is then used.
Measure
Managing communications across all offers and channels enables Affinium to close the loop with automated response tracking and results reporting. Marketers can then drill into results by segments, cells, offers, channels and more, to better understand what works and what doesn’t.
Analysis
Affinium combines tools for marketers to analyze customer behavior and program results in an exploratory, intuition-led fashion with the power of statistical analysis for clustering, response prediction, lifetime value estimation, and cross-sell analysis. Best-in-class web analytics help marketers leverage the unique insights available through the increasingly important web channel.
Affinium is a unique end-to-end solution that enables marketers to:
- Turn customer insight into consistent, cross-channel messaging that cuts through the noise
- Deliver wholesale process automation that can keep up with growing marketing complexity and velocity
- Gain the visibility and control executives demand
Affinium relationship marketing modules - available on premise or on demand - can be deployed individually to address an organizations’ most pressing marketing challenges.
To learn more about the Affinium Suite click here.
