Inbound Marketing

When a customer engages with your organization through inbound channels such as your website, call center, or point of sale, you have a golden opportunity to begin, or continue, a marketing dialog that delivers long-term value.

To capitalize on every inbound interaction – whether anonymous or a known customer or prospect, you need a technology solution that allows you to determine, in real time, the most relevant messages and content to deliver to that individual given their prior behavior, response to previous interactions, and the context of the current interaction. Providing this kind of personalized and customized experience to your customers and prospects is no longer  just a means of getting an edge, it is expected by today’s savvy buyers.

Learn how Unica’s approach to Inbound Marketing helps you make real-time, relevance a reality.

Today’s competitive landscape demands that enterprises leverage each customer interaction for maximum benefit. Inbound customer contacts represent an opportunity to personalize communications with a customer who is engaged with you by their own choice and ready to share their wants and needs. Whether through your web site, contact center, kiosk, or sales agent, inbound marketing opportunities provide an important opportunity to interact with your customer to begin, or continue, a marketing dialogue. 

Solution Overview

Unica's Inbound Marketing solution enables marketers to determine, in real-time, the most relevant messages to deliver to customers and prospects engaged through inbound channels such as Web sites and call centers.  Unica provides everything needed to conduct real-time marketing:

• Highly manageable, real-time decisioning logic: a combination of segmentation and business rules enables marketers to easily define strategies for interacting with customers and prospects and, just as importantly, easily modify those strategies and understand the impact of changes
• Self-learning and arbitration: a configurable Bayesian algorithm combined with integrated offer arbitration capabilities builds insight over time and helps determine the best offer or message to present to each customer or prospect
• Performance optimized run-time engine: Java-based engine with configurable multi-threaded processing and database connection pooling and horizontal scaling with runtime server failover to maximize performance
• Role-based user interfaces (UI): separate user interfaces for marketers, technical analysts, and operational managers of interactive channels create an uncomplicated and intuitive user experience for each person involved in the inbound marketing process
• Insightful reports and analyses: reports include marketing performance analysis, interactive channel activity analysis, campaign strategy inventories, and deployment auditing – all intended to improve managerial oversight and marketing results
• Marketing operations management: tools for streamlining the back-office management of inbound marketing efforts with budget and expense tracking, automated workflow and approvals and a data and asset repository
• Integration with outbound marketing capabilities: part of single interactive marketing solution at the heart of which is Unica Campaign, enabling inbound and outbound marketing to be coordinated into a single strategy for building customer relationships, using a single technology platform

With the Unica Inbound Marketing Solution, marketers can:

• Increase value from inbound customer interactions by combining what's already known about the customer with what's just been learned during the interaction to determine the best message
• Create cross-channel customer dialogues by combining effective inbound channel dialogues with outbound marketing strategies
• Optimize customer relationships, not just response rates by identifying the state of a customer’s relationship and determining the appropriate treatment options
• Increase flexibility and lower total cost of ownership by leveraging a reusable central offer repository and easy-to-use graphical user interface to define sophisticated real-time targeting strategies that can be quickly defined, modified, and deployed without reliance on IT resources

Unica enables marketers to increase the value of interactions with customers in inbound channels such the Web and call centers.