IBM Software Data Sheet

IBM Unica Campaign

Deliver personalized, relevant marketing messages
across all channels

Speaking directly to each individual customer is the key to successful

Highlights: marketing. But how do you target thousandsor millionsof individu-
als with just the right message? How do you track and honor individual
Reduce campaign cycle time and customer preferences? How do you quickly and cost-effectively design,
time-to-market and increase campaign
volume
execute and measure customer-driven communication strategies across
all of your channels, online and offline?
Reduce costs of marketing campaigns

Improve response rates and business Research shows that more than 50 percent of consumers start online,
results by increasing the precision of but use a variety of online and offline channels during their buying
campaign targeting process. However, most organizations are unable to deal with this
Deepen customer relationships, loyalty reality. They cant interact with customers consistently across all
and lifetime value channels or move them smoothly through a multichannel buying cycle.

Enable cross-channel marketing by using

centralized decisioning
With IBM Unica Campaign and its companion products, you can
plan, design, execute, measure, and analyze multiwave, cross-channel,
and highly personalized marketing campaigns. Unica Campaigns
recognized, best-of-breed functionality and scalability play key roles in
defining and executing interactive dialogues with customers and
prospects.

Unica Campaigns integration with IBM Coremetrics Web Analytics

allows cross-channel, multi-wave marketing campaigns to make easy
use of digital behavior data to improve campaign targeting and
relevance.
IBM Software Data Sheet

Target each customer with the optimal IBMs suite of Unica solutions offers companion products that
message complement Unica Campaigns capabilities:
Unica Campaign, the industrys most highly acclaimed,
best-in-class campaign management application, incorporates IBM Unica eMessage: engage customers and prospects with
features for: timely, personalized email and mobile messages

Segmentation, offer and channel assignment: a powerful, IBM Unica Interact: determine, in real time, the right message
flexible, flowchart-based user interface to manage the entirety to present in inbound marketing channels
of a campaigns logic, including audience segmentation,
IBM Unica Optimize: optimize results, balancing marketing
exclusions, and assignment of offers and channels
goals, contact preferences, and business constraints
Marketing system of record: a central repository that
enables use, reuse, and tracking of campaign building blocks,
IBM Unica Distributed Marketing: empower local marketing
including audiences, segments, offers, treatments, and
teams to build contact strategies and execute campaigns
exclusion rules
Interaction history: a complete history, for each customer
or prospect, of contacts made, offers presented, context and
campaign details, and response or nonresponsecritical to
building an effective, ongoing dialogue
Scheduling, list generation and output formatting:
com-plete campaign execution capabilities, including the
ability to schedule multiple campaign waves and use our
patented Universal Data Interconnect (UDI) technology
to access data from multiple sources and output campaign
data in nearly limitless formats
Response attribution: closes the loop by attributing
responses of various types (direct, indirect, and inferred) to
campaigns using several attribution methods (best match,
fractional, multiple, and custom)
Reporting and analysis: standard campaign reports and
other key analyses are included, with a flexible and open data
mart that allows custom data fields to be incorporated into
reports and any third-party reporting tool to be used

Figure 1: Unica Campaigns flowchart interface maximizes power and

flexibility, enabling marketers to design and manage the most complex,
cross-channel campaigns.

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 IBM Software Data Sheet

Access data anywhereand act on it

A key technology in Unica Campaign is IBMs patented UDI
technology, which connects simultaneously to existing
data-bases, log files, operational systems, and flat files. UDI
enables you to have Unica Campaign up and running quickly
without creating proprietary data marts or data models.

About IBM Enterprise Marketing

Management
The IBM Enterprise Marketing Management (EMM) Suite is
an end-to-end, integrated set of capabilities designed exclu-
sively for the needs of marketing organizations. Integrating
and streamlining all aspects of online and offline marketing,
IBMs EMM Suite empowers organizations and individuals to
turn their passion for marketing into valuable customer
relationships and more profitable, timely and measurable
business outcomes.
Figure 2: With Unica Campaign, marketers can close the loop on
all cam- paigns and review reports to assess success and impact. The IBM EMM Suite helps marketers understand customer
wants and needs and leverage that understanding to engage
buyers in highly relevant, interactive dialogs across digital,
social and traditional marketing channels. IBM EMM
With Unica Campaign, we can ensure that provides robust web and customer analytics, event detection,
our customers receive more relevant and campaign management, real-time interaction management
and recommendations, lead management, digital marketing
meaningful communication and offers from us, optimization, email marketing, targeted advertising, search
building trust and enhancing their overall engine marketing and marketing resource management
experience with our bank. capabilities.

Leading European Bank

Over 2,500 organizations around the world use IBM EMM
solutions to help manage the pressures of increasing
marketing complexity while delivering improved revenue and
measurable results. IBMs time-tested and comprehensive
offerings are giving companies such as E*TRADE, ING,
Orvis, PETCO, United Airlines, Telefonica | Vivo and
wehkamp.nl the power and flexibility required to provide their
customers and prospects with what they expect today: a more
consistent and relevant brand experience across all channels.

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For more information
To learn more about Unica Campaign, please contact your
IBM marketing representative or IBM Business Partner, or
visit the following website:
ibm.com/software/marketing-solutions
Copyright IBM Corporation 2012

Smarter Commerce: An integrated IBM Corporation

Software Group,
approach Route 100
IBM Unica products are part of the IBM Smarter Commerce Somers, NY 10589
U.S.A.
initiative. Smarter Commerce is a unique approach that
increases the value companies generate for their customers, Produced in the United States of America
May 2012
partners and shareholders in a rapidly changing digital world.
To learn more about Smarter Commerce, visit: IBM, the IBM logo, ibm.com, Coremetrics and Unica are trademarks of
ibm.com/smarterplanet/commerce. International Business Machines Corp., registered in many jurisdictions
worldwide. Other product and service names might be trademarks of IBM
or other companies. A current list of IBM trademarks is available on the
Web at Copyright and trademark information at: ibm.com/legal/
copytrade.shtml

This document is current as of the initial date of publication and may be

changed by IBM at any time. Not all offerings are available in every
country in which IBM operates. The performance data and client examples
cited are presented for illustrative purposes only. Actual performance
results may vary depending on specific configurations and operating
conditions

THE INFORMATION IN THIS DOCUMENT IS PROVIDED AS

IS WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED,
INCLUDING WITHOUT ANY WARRANTIES OF
MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE
AND ANY WARRANTY OR CONDITION OF NON-
INFRINGEMENT. IBM products are warranted according to the terms
and conditions of the agreements under which they are provided.

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