Relationship Marketing

As a relationship marketing professional, you know that traditional marketing practices are proving less and less effective, while the demands placed on your organization are steadily increasing. This challenging environment requires you to:

• Lead your company towards more customer-centric marketing by using interactive dialogues to build strong relationships with customers and prospects
• Execute a higher volume of campaigns, each directed at a smaller, more precisely targeted audience
• Run more sophisticated and complicated campaigns: multi-wave, cross-channel, inbound and outbound
• Leverage online behavioral data and a diversity of other information about customers and prospects that doesn’t sit in one data warehouse or mart
• Balance customer-centricity with the needs of individual product lines and business lines
• Coordinate strategies and processes across marketing operations that are siloed by channel, customer segment, business unit, etc.
• Deliver greater accountability and more demonstrable results

Unica’s Enterprise and OnDemand products and services can help you address these challenges. Unica enables relationship marketing professionals to:

• Discover customer insights and predict future behavior with customer analytics and predictive analytics
• Leverage online behavioral data in Web analytics when targeting messages
• Define segments, manage offers, analyze responses, and track interaction history, all part of a market-leading campaign management capability
• Personalize messages and offers in inbound channels such as Web sites and call centers with real-time interaction management
• Choose the best message from among competing options through automated contact optimization 
• Connect email marketing to Unica's market-leading campaign management capabilities while enjoying the ease of managed delivery and deliverability
• Monitor detailed customer transactions for actionable events with event detection
• Enable field marketers and sales teams to manage campaigns and leads themselves with distributed marketing and lead management
• Facilitate collaboration and planning across disparate marketing teams with marketing operations management

With Unica, you can create cross-channel, interactive marketing programs that improve customer acquisition, cross-sell, retention, and loyalty efforts.

If you are a relationship marketing professional interested in learning more about how Unica can help you, we suggest the following resources:

• A Unica whitepaper, The Evolving Marketing Platform: How Unica Makes Marketing Interactive, on the shift from traditional relationship marketing to interactive marketing, the discipline of engaging each customer in a cross-channel dialogue that builds on past and present behavior
• A Forrester Research report, The Forrester Wave: Enterprise Marketing Platforms, Q1 2008, covering enterprise marketing platforms, the key enabling technology for relationship and interactive marketing
• An overview of Unica’s Interactive Marketing solution