Unica upgrades product and forms alliance

August 8, 2006

Unica logo Unica today announced the launch of its Internet Marketing Alliance Program. New partners include 24/7 Real Media, Efficient Frontier, Did-it and Performics. This move will allow Unica users to double check their own and third party advertising efforts. It is a move that Websidestory and Omniture already did.

 Here are the key advantages that Unica announced:

Accurate measurement on- and off-line: By tracking response and conversion data from across channels, the integrated solution will provide more complete measurement of the influence and return on investment of search and other online marketing initiatives. For example, it will automatically attribute relevant purchases of known visitors made via a call center, sales representative or store to the original search activity. This ability to measure the offline impact will enhance online search planning and strategies.

Unified reporting: Most marketers today must juggle multiple, disparate applications and reporting systems to estimate advertising spend and results and reconcile conflicting reports. Unica’s integrated solution provides a unified view of the marketing data needed to effectively plan, execute and analyze branding, acquisition and retention programs.

Addressability: Traditionally, search marketing is not targeted by customer segment or multi-channel response attribution. By leveraging customer value and segment information managed by Affinium, search marketers can drive keyword strategies to acquire more high value customers and increase marketing spend effectiveness for each target segment.

Scalability and Flexibility: Most integrated search and web analytics solutions can’t scale to meet the needs of high-volume search marketers. With Unica’s internet marketing alliance, search marketers with thousands of keywords benefit from the expertise and scalability of best-of-breed search solutions without sacrificing integration with web analytics. In addition, they have the benefits of Unica’s scalable analytics solution with the power to analyze hundreds of millions of page views, rapidly assess KPIs, and easily dig deeper with unique drill-anywhere(TM), trend-anything(TM) capabilities.

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