Datarati :: Will Scully-Power :: Data, Analytics & Optimization in the World of Advertising!

Unica has announced today the availability of its latest solution, aimed at preparing marketers for the increasingly popular multichannel battleground.

Unica Interactive Marketing is a channel-neutral solution that can be integrated with any inbound touch point, whether it’s the Web site, contact center, or a kiosk, explains Elana Anderson, former Forrester Research analyst and now vice president of product strategy and design at Unica.

By creating and managing a “memory” of ongoing interactions, marketers will be able to capitalize on the ever-important dialogue with the customer.

Anderson highlights three new enhancements associated with this launch:

• scalability: for high-volume Web sites and contact centers;
• advanced analytics and self-learning algorithms: supports known customers as well as anonymous visitors (whereas competitors, Anderson says, often only tackle one or the other); and
• dynamic segmentation: continually captures information provided by customer actions, building a memory of the interaction while continually rethinking and refining its response messages accordingly
• customer awareness from historical and current perspectives;
• centralised decision-making through interactions and dialogues;
• cross-channel execution that supports customer interactions through any channel (including those that switch channels during the decision-making process); and
• marketing organisation tools and technology to enable collaboration and foster transparency.