Integration and Cross-channel marketing
are the words you hear from every marketer in the world. Either you are an offline marketer or in the
online world, developing integrated, cross-channels marketing campaigns is now
a critical element of planning and strategy building, but the know-how and
skill-sets to be able to do this effectively are often lacking.
Realizing this importance of enterprise
marketing management solutions, IBM has acquired Unica in 2010, the global leader
in marketing software solutions providing enterprise level software and
cloud-based marketing solutions to help businesses simplify and automate their
entire marketing processes for a consistent cross-channel insight to global brand
strategy to improve their customers experience and provide satisfaction.
Unica is a recognized leader in
enterprise marketing management and is the only vendor recognized as ‘leader’ by
both Gartner and Forrester in key areas including campaign management, web
analytics, and marketing resource management.
It allows users to plan, create, execute
and analyze their marketing campaigns across multiple channels through its powerful
and feature rick campaign management tool which enable marketers to accurately
measure marketing activities across segments, products, channels, and brands in
accordance with time. It also allows marketers to reduce their expenditure by offering
sophisticated analytics and process improvement capabilities to help businesses
optimize marketing activities throughout their selling cycle.
Unica tools provide powerful management
features including central repository offers for promotion reuse and
consistency. You can also create promotions based on template custom attributes
that can be dynamically generated for campaign target.
Unica Campaign is not only about
designing and execution of the campaigns but also provides powerful features to
track campaign responses. In Unica Campaign "response tracking"
refers to the process of determining whether events or action taken by
individuals are in response to offers they have been given.
It also complements extensive reporting
enhancements and besides that Unica campaign can also be integrated with other
Unica products like IBM Unica Customer Insight, Unica Marketing Operations etc
for a more seamless insight to consumer behaviors.
More than 1,500 organizations around the
world have utilized Unica for better analysis about their customer’s
preferences, trends, predictions and buying needs to execute and measure
relevant cross-channel marketing campaigns.
Author Bio
Zeeshan Valliani joins Royal Cyber Inc as a leading consultant in marketing. He has vast experience with IBM WebSphere Application Server, WebSphere Commerce, Java, XML, JavaScript and HTML. Prior to joining Royal Cyber, Zeeshan was a senior consultant for Reliable Accounting Solutions, where he led corporate business development and new client systems. He managed a diverse project portfolio, including market analysis studies, technical writing, product feasibility profiles, and customer satisfaction measurement. Zeeshan is currently pursuing his MBA degree from Institute of Business Management and holds a Master of Arts in Economics degree. He is fluent in several Asian-Indian languages and is an active member of IBM DeveloperWorks.
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