Deliver Maximum ROI with “Right-Time” Marketing
For decades marketers have strived to target exactly the right message to customers. Campaign management, predictive analytics, demographic and psychographic overlay data, and other tools now allow incredibly precise matching of offers with customers, but incremental ROI eventually becomes increasingly hard to generate. Fortunately, the Affinium Event-Based Marketing Solution's patented technology opens up a new, untapped dimension of precision: time.

The Affinium Event-Based Marketing Solution detects changes in behavior that may anticipate a customer's intent to take their business to a competitor or their readiness to purchase new products and services. It delivers retention and cross-sell opportunities to the salesperson or channel best able to follow up in a timely manner, and tracks the opportunities through to fruition.

Recognize and Respond to Individual Customer Behavior Changes
The power of the Affinium Event-Based Marketing Solution is its patented event-detection engine that picks up where traditional query tools leave off by tracking complex events, behavior patterns, and trends for millions of customers concurrently. Instead of forcing you to define behavioral changes for all customers or segments consistently, the Affinium Event-Based Marketing Solution automatically establishes the upper and lower bounds of each customer's “normal” activity. When a customer's activity exceeds these bounds, your bankers can be immediately notified of the event so they can proactively engage in meaningful, timely dialog. So, rather than reaching out to all customers with single deposits of $X, for example, Affinium enables you to reach out to any customer with an unusually large deposit relative to that customer's normal behavior, prioritizing each trigger so that you ensure your most valuable leads are followed up on first.

Take Time into Account
In addition to detecting when a customer is ready to act, the Affinium Event-Based Marketing Solution explicitly provides the capability to take time into account (e.g. “three of a particular event occurring within one month”, a sequence of “A then B then C within a defined time period” or even “absence of an expected event”.) For example, if an affluent customer with a growing balance does not receive his or her regular direct deposit, you may trigger a call from the most qualified local branch representative to determine if this was an error or expected. These time-dependent patterns are nearly impossible to express, let alone identify, with a query-based language without significant difficulties in development, maintenance, and run-times.

Generate Revenue through Targeting
By identifying when significant customer behavioral changes occur for each customer—and what those changes represent—the Affinium Event-Based Marketing Solution eliminates the need for guessing who to target, when to target them, and what to offer. Instead, it gives you the detailed information you need to be sure that when your representatives do contact a customer, they will be receptive. In other words, the Affinium Event-Based Marketing Solution delivers opportunities—the opportunity to offer customers the new products and services they need while generating revenue for your organization.

Easy to Implement
The Affinium Event-Based Marketing Solution includes a packaged library of more than 70 event-based marketing “triggers” that enable you to rapidly deploy programs that measurably increase sales and customer loyalty. The library uses your existing daily transaction and posting files and no data warehouse is required. The prepackaged trigger libraries facilitate fast implementation of sophisticated customer monitoring programs that increase retention and boost cross-selling opportunities and close rates.

Easy to Act
This powerful event-detection capability, coupled with Unica's “gold standard” campaign and lead management, mean you not only have the power to know more about your customers than the competition but the ability to act on that knowledge automatically and with the level of personalization your customers expect. With a complete, event-based marketing solution, you not only generate higher revenue but profits as well by ensuring you act on the most promising events via cost-effective channels.

To learn more about Unica's Affinium solutions, click here.