Webcasts

Unica's webcasts offer you on-demand resources for best marketing practices, including how enterprise marketing management can benefit your business. Please note registration is required in order to download the webcasts.

 

Top 5 Ways to Leverage Web Data for Predictive Analytics
Speakers: Eric Siegel, PhD, president of Prediction Impact, Inc., and Akin Arikan, Director of Product Strategy, Unica Corporation

In this webcast, Dr. Siegel is joined by Akin, to present an introduction to predictive analytics and examples of real-world success, including a one million dollar success story. Learn how the use of next generation web analytics and predictive analytics can improve your ability to take actions that increase revenue, as well as:

• Improve customer retention

• Facilitate behavior-based ad selection with AB testing data

• Trigger email follow up campaigns

• Target responders avoid adverse effects
  

 

Bridge the Online-Offline Gap for Improved Marketing Effectiveness
Speakers: Speakers: Suresh Vittal, Forrester Vice President & Principal Analyst, Forrester Research, and Alan Bunce, Product Director, Unica Corporation

Discover how marketers can improve customer experience and marketing effectiveness by bridging the online-offline gap and bringing marketing channels together into a single, cohesive marketing approach. You will also learn:

• How marketing is being influenced by emerging channels, and how they impact both traditional marketing practices and channels
• How campaign management technology can help marketers maximize their marketing effectiveness amidst these emerging channels
• Principles and practices that both campaign management users and vendors must adopt to stay abreast of current trends and on top of evolving challeng
• Trends from 2009 and predictions for 2010
• Best practice case studies from Unica’s customers

 

Achieving Interactive Marketing Success
Speakers: Shar VanBoskirk, President & Principal Analyst, Forrester Research, and Andrew Hally, Vice President, Segment Management/Product Marketing, Unica Corporation

Discover how marketers can improve results by better integrating the wealth of insight found in visitor behavior data with systems for email, site content, and other online marketing channels. Join us to learn about:

• The factors that are influencing marketing spend to shift to interactive media, and how to plan for them in your organization
  
• Ways to step past the challenges of data management, integration, execution and optimization
  
• The importance of integrating analytics and personalization into your website to drive business
  
• Solutions available to implement and leverage your analytics

 

Next Generation Web Analytics
Speakers: Speakers: John Lovett, Senior analyst, Forrester Research and Akin Arikan, Director Product Marketing, Unica Corporation

Web analytics is evolving rapidly as companies recognize that online behavioral data is a mission-critical asset that they can leverage to increase revenue, improve results, and deliver differentiated customer experiences.

Learn how Unica sets itself apart from the competition. You will hear from our featured guest and industry expert, John Lovett, Senior Analyst, Forrester Research, as he discusses the evolution of Web analytics and its ability to deliver business value based on:

• Building a successful Web analytics program
• Using technology to execute on strategic goals
• Tools and Web analytics capabilities that make web analysts’ lives easier
• Future capabilities of Web analytics

 

Making the Case for Centralized Decisioning
Speakers: Suresh Vittal, Principal Analyst, Forrester Research, James Taylor, CEO, Decision Management Solutions, and Alan Bunce, Director, Product Marketing, Unica Corporation

Marketers are more effective when they engage their prospects and customers in ongoing, interactive dialogue, giving them time to develop a relationship, establish their consumers’ preferences, and build brand awareness to their customers.  Marketers need a campaign management tool that integrates direct marketers with the extended marketing organization.  Listen from leading industry experts and learn how to:

• Combine analytics with business rules and logic to generate personalized, targeted communications and see how one company saw a 2000% improvement in response rates
• Optimize results based on trade-offs and constraints that form the context when decisions must be made
• Integrate multiple technologies into a single platform to ensure the best possible decision – rules to ensure compliance, analytics to predict opportunity and optimizations to balance constraints
• Validate a positive ROI on projects through improved marketing to prospects and customers, reduced IT and marketing costs, and better lifecycle management

 

Integrating Online and Offline Marketing - Directions Included
Speakers: Mary Beth Kemp, Forrester Research and Jay Henderson, Unica Corporation

As a consumer, where do you start when you look for a new product or service? Chances are, you start your research online. But at some stage, you pick up the phone, walk into a store or read an advertisement as well.

Your customers are no different. Research shows that over 50% of consumers start online but use a variety of online and offline channels during their buying process. However, most organizations are not able to deal with this reality. They can't interact with customers consistently across all channels or move them smoothly through a multi-channel buying cycle. As a result most organizations:

• do not have visibility when a customer moves across channels (ie call center, website, in-store visit) 
• are not leveraging online channels to full advantage 
• do not have the infrastructure required to share and apply information gathered from one channel to the next

By integrating information from both online and offline channels - also known as Interactive Marketing - companies can begin utilizing the power of behavioral, transactional and historical data as it is compiled across channels to gain insight and take action.

Watch this on-demand replay and hear from Mary Beth Kemp, Forrester Research and Jay Henderson, Unica Corporation as they review the fundamentals of Interactive Marketing, discuss why it makes sense to adopt this technology NOW, and provide useful steps for how to get started with Interactive Marketing in your organization.

 

 

Closing the Marketing Loop - Inline Web Opportunities, Predictive Analytics, and Lead Management
Speakers: Steve Udelson, CEO of Owners.com, and Larry Goldman, President of AmberLeaf

Today's challenging business trends offer opportunities for marketers, who understand the changes taking place, to provide new ways to reach and engage customers and prospects.  By learning to target messages based on preference and behavior across channels, streamline campaign creation to reduce time-to-market, and automate lead routing to avoid lost sales opportunity, marketers can realize unprecedented increase in campaign response and marketing ROI.

Join Unica's webcast, Closing the Marketing Loop - Inline Web Opportunities, Predictive Analytics, and Lead Management, and listen as Steve Udelson, CEO of Owners.com, a real estate listing service, explains how and why they chose to adopt marketing automation software to achieve advantages in the market place and increase return on their marketing investment.  Then, hear from Larry Goldman, President of AmberLeaf, a sales and marketing consultancy, as he explains how new implementation approaches and advances in Unica's marketing technology dramatically decreased the time, resources, and cost required for implementation, integration and adoption of Unica's Interactive Marketing software at Owners.com.

During this 60-minute webcast, you will learn:

• How to tie web visitor activity to targeted lead follow-up and remarketing campaigns
• How to reduce preparation time by leveraging campaign automation and sharing best practices
• How to segment current and potential customers for planning of marketing campaigns
• How to apply predictive modeling to make marketing more relevant and effective

 

Web Analytics and the Migration Necessitation
Speakers: John Lovett, Senior Analyst, Forrester Research and Michelle Rutan, Business Intelligence for National Instruments

Web analysts must evaluate the capabilities of their existing web analytics solution constantly.  When they have outgrown their current web analytics solution, they must begin the daunting task of migrating to a new solution.  A new web analytics solution has to be built on a flexible, open platform that will adjust to fluctuating business needs, allow for dynamic reporting and maintain the cost of ownership.

Is it time for you to re-evaluate your current web analytics solution? Join Unica?s webcast and learn how to drive your company's revenue by migrating to a web analytics solution that delivers a high standard of value and actionable insight. Listen as John Lovett, Senior Analyst, Forrester Research and Michelle Rutan, Business Intelligence for National Instruments share their insight on current web analytics market and discuss the benefits of adopting a new web analytics solution.  Attendees will learn:

• Differentiating competencies that you must include in your web analytics solution
• The time and resources that are required to migrate
• How to select a new web analytics vendor
• Valuable lessons learned from National Instruments' recent migration

 

Optimize Pay-Per-Click Spend & Get More Out of Your Online Lead Generation Investment
Speakers: William Leake, Apogee-Search & Akin Arikan, Unica Corporation

Everyone is talking about getting more bang for their marketing buck, but few actually know how to do it - and prove it. At a time when marketing funds are shifting from offline to online, are you utilizing the web to its fullest and getting the most out of your marketing efforts? Join this webcast and hear from Bill Leake, a former McKinsey & Co consultant and CEO of Apogee Search, and Akin Arikan, author and Director of Product Marketing and Strategy at Unica as they discuss real strategies that you can use now to put your online demand generation activities onto a new and better trajectory.

Takeaways include:

• How to find hidden treasure in the integration of Web Analytics with SEM and Marketing Automation
• How to drive better performance from your internal team and vendors
• How to surface, and then dramatically shrink, the huge cost of poor quality leads
• How to easily integrate your online and offline marketing efforts to drive superior ROI
  

 

Testing, Testing, Testing, Anyone Can Test Online, So Why Don’t You?
Speakers: Josh Manion, CEO of Stratigent, Bryan Eisenberg, Co-Founder and Executive Vice President of FutureNow, Inc., and Akin Arikan, Director of Product Marketing and Strategy at Unica

While digging for nuggets of insight in web analytics is one method of finding gold, the mainstream method is to improve success rates by testing alternative layouts, content, offers, ads, etc. and picking the winners. There are so many ways that web marketers can go after testing today: You can do it yourself, You can use free test automation solutions and of course high-end multivariate testing solutions.

There are ups and downs to each approach. Which approach is right for you and how do you get off the couch and into the trenches now?

Join Josh Manion, CEO of Stratigent, Bryan Eisenberg, Co-Founder and Executive Vice President of FutureNow, Inc., and Akin Arikan, Director of Product Marketing and Strategy at Unica for an insightful discussion and the chance for you to join in with your own questions!

 

Streamline Marketing Resources For Improved Efficiency
Speakers: Suresh Vittal, Forrester Research and Brad Bohrer, Unica Corporation

More then ever, marketers are being asked to cut costs, eliminate nonessential services, optimize resources, and leverage materials across business units. It is imperative that companies streamline their processes and ensure strategic goals and marketing activities are aligned.

Unica and the DMA encourage you to watch this on-demand webcast to hear Suresh Vittal, Forrester Research, discuss how Marketing Resource Management software (MRM) can enable you to:

• Reduce your campaign cycle time by an average of 25%
• Improve the efficiency of key marketing processes
• Reduce your time-to-market by more than 50% Manage and measure vendors for significant cost savings
• Reduce the overall project management time by 60% or more on global and regional campaign

You'll also hear from Brad Bohrer, Director, Product Marketing, Unica, as he shares MRM success stories about companies that have saved significant time and money by improving their marketing resource management processes.

 

 

5 Do’s and Don'ts for Behavioral Segmentation, Targeting & Interactive Marketing
Speakers: Gary Angel, Semphonic, Anil Batra, Ascentium & Akin Arikan, Unica Corporation

The saw to a carpenter is as vital as segmentation is to a web analyst. Without segmentation, reporting can hardly be called analytics. Behavioral segmentation lays the groundwork for behavioral targeting which automates the process of turning insights into action. Using both behavioral segmentation and automated targeting, the online marketer can truly begin to be interactive - driving a timely dialog between the customer and company which build on the individuals past and current online behaviors.
 
Join three well known thinkers in the field for a discussion of top Do's and Don'ts around full online behavioral segmentation, behavioral targeting, and interactive marketing and learn how to tackle these capabilities for improving ROI without drowning in the details.

• Techniques to build comprehensive online behavior profiles
• How to take action and target segments with relevant content
• Extending analytics to target both online & offline

 

Unifying Inbound and Outbound Marketing Communications: the Next Generation of Campaign Management
Speakers: Suresh Vittal, Forrester Research & Elana Anderson, Unica Corporation

Is your marketing ready for the dramatic shift of power that puts a new force in the driver's seat? Your customers and prospects are shifting channels; interacting with you in different ways; and in the process providing more and more information about themselves. Does your current marketing strategy leverage this information; and does your current technology keep track of their interactions across the disparate channels? It's time to think about these questions and let the experts guide you.

View this webcast hosted by Unica Corporation featuring guest, Forrester Research to learn:

• What interactive marketing means to your organization
• What customers have come to expect from organizations they deal with
• Why customer awareness - including unspoken indicators - is critically important
• What marketing technologies can help improve the customer experience

 

Modern Marketing Customer Webcast Series: U.S. Cellular Corp – Engaging Customers with a Consistent Dialogue in THEIR Preferred Channels: Text Message, Direct Mail, Telemarketing, and more.
Speakers: Keith Mizwicki, manager, campaign analytics, U.S. Cellular, John Tompson, database marketing analyst, U.S. Cellular, and Unica Corporations BJ Morgan, director of segment marketing

Join U.S. Cellular as they share how they apply a consistent marketing strategy to each customer taking into account and building on customers' responses and actions.  Learn how this customer-centric strategy is executed across all major addressable channels including SMS, web, call center, and offline communications and how this has enabled U.S. Cellular to market in an effective, receptive way to increase retention, awareness, and cross selling. You will take away key insights including how U.S. Cellular marketing leverages Unica's integrated campaign management capabilities to:

• Maintain one of the industry's highest levels of customer satisfaction
• Enjoy one of the highest customer retention rates in the industry
• Make marketing so relevant to the customer, it feels like a service
  

 

How Marketers Can Shape the Customer Experience
Speakers: Jay Henderson, Unica Corporation, Bruce Temkin, Forrester Research

Every interaction with a customer gives marketers the opportunity to strengthen the experience and the overall relationship with the business. These interactions span marketing, sales and service, but they all factor into an individual customer's attitude toward the business. As more firms think about the customer experience, their needs will extend beyond traditional marketing boundaries and you must learn how to shape each customer's experience in new and innovative ways. View this webcast replay to learn how you can shape the customer experience in your organization. Join Jay Henderson, director, segment management, Unica Corporation and guest, Bruce Temkin, vice president, principal analyst, Forrester Research to learn what the customer experience is and what it should not be; why the customer experience is becoming more important; how to shape and innovate your customer experience in three simple steps; what barriers marketers face improving the customer experience and what marketing technologies can help improve the customer experience.

 

 

Web Analytics' Role in Understanding the Elusive Customer
Speakers: Elana Anderson, Akin Arikan, Avinash Kaushik

Learn how you can utilize the "Trinity Approach: Behavior, Outcomes, Experience", to examine and understand your elusive customer. Join web analytics industry leaders Elana Anderson, Akin Arikan, and the creator of the Trinity Approach Theory, Avinash Kaushik, as they explore the role of web analytics in customer behavior exploration.

 

Symptoms of an Outgrown Web Analytics Solution
Speakers: Elana Anderson, Alan Hall, Judah Phillips

What are the signs that indicate you have outgrown your web analytics solution? What are real life examples of why the solution might be outgrown? Join industry leading experts as they discuss the changing landscape of web analytics solutions.

 

Web Analytics for Marketers - Brand, Direct, Online and Cross-Channel
Speakers: Akin Arikan, Avinash Kaushik, Alan Hall

Learn how brand, direct, online and cross-channel marketers can all utilize web analytics. Join industry leading experts as they discuss the changing needs of marketers as it relates to web analytics.

 

Halifax Health - Effective Marketing Operations, No Surgery Required
Speakers: Alan Bunce, Bill McInerny, Tanya Andreadis

Across industries alike, the pressure on marketing departments is mounting. Whether it's due to media fragmentation, greater financial accountability, or competition, the demand for increased marketing output with shrinking resources is escalating. As such, increasing operational precision and efficiency has become critical, challenging marketers and marketing executives across different company sizes and industries. Join Halifax Health's Tanya Andreadis, Director of Web Strategy and Interactive Communications as she discusses first-hand how Halifax Health overcame marketing operations challenges.

 

Modern Marketing Series: Allstate Insurance Case Study: Selecting a Campaign Management Solution to Address Business Needs
Speakers: Brett Dostal, Associate Marketing Manager, Marketing Operations, Allstate and B.J. Morgan, Director, Segment Management, Unica Corporation

Join Allstate's Brett Dostal, associate marketing manager, and Unica's B.J. Morgan, director of financial services segment management for this 60 minute webcast as they discuss the challenges of selecting the right campaign management solution for your company. You'll learn how Allstate's cross-functional team from Marketing, Technology, and Procurement formed a partnership to objectively select the right application for the unique needs of each area. The resulting multi-step process they developed helped insure that their chosen solution supported the right business processes, integration capabilities, and architecture to drive organizational efficiencies, reduce IT dependencies, and retire multiple legacy applications.

 

Modern Marketing Series: Customer Webcast Series: Starwood Vacation Ownership - Sustaining Bookings Growth through Marketing Automation
Speakers: Ron Lange, director of database & campaign management, Starwood Vacation Ownership and Andrew Hally, vice president of segment marketing, Unica

Join Starwood Vacation Ownership's Ron Lange, director of database & campaign management and Unica's Andrew Hally, vice president of segment marketing, as they review the key challenges facing travel and hospitality marketers and how marketing technology can help overcome them. Learn how Starwood Vacation Ownership increased bookings rates 24% in less than 6 months with Affinium by:

• Leveraging loyalty and transactional data for improved customer insight and targeting
• Integrating email, direct mail, and telemarketing for higher response rates
• Continuously improving results through test-and-learn
  

 

7 Insider Tips for Analytics-Driven Paid Search Campaigns
Speakers: Juan Lin, Chief Scientist, SearchForce, Akin Arikan, Senior Segment Manager, Internet Marketing, Unica

Very few companies generate more qualified traffic then they can handle via search engine marketing (SEM) campaigns. Even fewer have mastered SEM campaigns such that it is their primary and only marketing vehicle. For most companies, SEM is one of many marketing vehicles and it is plagued with challenges such as integration with other marketing programs, measurement, management and cost effective conversions. Join search engine marketing experts Juan Lin, chief scientist SearchForce and Akin Arikan, senior segment manager for Unica, to learn the top tips for running web analytics driven search marketing campaigns.

 

 

Modern Marketing Series: SAGE - Marketing So Relevant, It Feels Like a Service
Speakers: Tom Hayden, Director of Marketing Systems, SAGE and Jay Henderson, Director of Segment Marketing, Unica

How can you make your marketing so relevant that customers perceive it as a service that they actively seek out? What are the most effective ways for you to acquire, grow, and retain customers? How can you execute "lights out" marketing campaigns?

To find out how a successful publisher, SAGE, leverages prospect and customer dialogs to do this and more, join SAGE's Tom Hayden, Director of Marketing Systems and Unica's Jay Henderson, Director of Segment Marketing for this 60 minute on-demand webcast.

 

Webcast featuring Forrester Research: Driving Results with Customer-Centricity
Speakers: Suresh Vittal of Forrester Research, Jay Henderson of Unica Corporation

To find out how to achieve customer-centric marketing in your organization, listen to Jay Henderson, director, segment management, Unica Corporation and Suresh Vittal, senior analyst, Forrester Research as they review the right tools and practices to determine what marketing technologies enable customer-centricity. These tools include how to identify a new set of metrics to define success; how to make customer-centric insights actionable and what success others have experienced putting these strategies to work.

 

Panel Webcast: How To Overcome Marketing Operations Challenges
Speakers: Marla Chupack, Moderator

Join executives from CSC, Financial Services, Philips Healthcare, Rydex Investments, and Saatchi & Saatchi Agency as they discuss first-hand how their organizations have overcome a variety of marketing operations challenges and ultimately increased efficiency and overall performance.

 

Customer Centricity and Loyalty Marketing at Best Buy
Speakers: Steve Mayberry of Best Buy, Jay Henderson of Unica Corporation

To find out how one of the most successful retailers maintains loyal customers, listen to Steve Mayberry, senior manager, Best Buy and Jay Henderson, director, segment management, Unica Corporation as they discuss loyalty marketing and how Unica's Affinium® Campaign solved critical challenges for Best Buy's relationship marketing strategy. Best Buy will share its success stories, vision, objectives and overall challenges.
 

 

eBay Discusses the Opportunities and Challenges of Online Marketing
Speakers: Jed Paulson, Senior Manager of Marketing Application Development, Planning & Business Analysis, eBay, Andrew Hally, Vice President, Segment Management, Unica Corporation

Find out how one of the most successful online retailers manages their relationship marketing.  Listen as they discuss online marketing and how Unica's Affinium Campaign solved critical challenges for eBay's relationship marketing strategy. eBay will share its success stories, vision, objectives and overall challenges.

 

Marketing Communications with a Return on Human Capital
Speakers: Brinda Moody, Habitat for Humanity, Adam Bloom, Director of Product Marketing, Unica

Gain a perspective on three key trends which are having an enormous impact on our work as marketers. Learn from a case study presented by Habitat for Humanity who delivers massive amounts of marketing projects annually and on a global scale. Discover a variety of business case and case study information which can help maximize the productivity of marketing teams.

 

How to Overcome Marketing Operations Challenges
Speakers: Miyeko Keen, Rydex Investments, Sue Turner, CSC, Dick Olsen, Saatchi and Saatchi, Suzanne Kissane, Philips Healthcare, Alan Bunce, Unica

Learn how four thought leaders from different industries crack the code on marketing operations to achieve new levels of marketing ROI and operating efficiency. Presenters include Philips Healthcare, CSC (Computer Sciences Corp), Saatchi & Saatchi, and Rydex Investments.

 

Achieving Marketing Management Excellence
Speakers: Laura Patterson - President, VisionEdge Marketing, Deborah Colby - VP of Marketing, First Tech Credit Union, Adam Bloom - Director of Product Marketing - Unica

Become well-versed on marketing operations. Three successful marketing operations practitioners provide unique insights on marketing management best practices and marketing automation: "Key Metrics for Measuring Marketing’s Contribution," "Getting Results 60 Projects at a Time," and "How to Avoid Getting 867 Emails About Each Campaign."

 

Accelerating Marketing Operations Precision
Speakers: Suzanne Kissane, Philips Healthcare, Alan Bunce, Unica

Learn how a common set of marketing processes and technologies can transform a worldwide organization of over 500 people at Philips Healthcare. Alongside a "big-picture" view of marketing software within large and mid-sized companies, hear an in-depth case study presented by leaders of the Philips Healthcare deployment of Unica Marketing Operation OnDemand.

 

Improving Marketing Operations, No Surgery Required
Speakers: Tanya Andreadis, Director of Web Strategy and Interactive Communications, Halifax Health, Bill McInerny and Alan Bunce, Unica Corporation

In today's healthcare marketplace, marketing organizations must help build awareness and market-share in a competitive environment while improving the productivity of the marketing team. Learn from Halifax Health as they share their challenges and elaborate on how Unica helped impact their business outcomes.