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Resource Library
White Papers
Unica Worldwide
The white papers below were developed to help you better understand how Enterprise Marketing Management can benefit your business. Registration is required in order to download the following documents.
The Evolving Marketing Platform: How Unica Makes Marketing Interactive
10/30/2008
Marketers recognize that they are facing unprecedented change. Many, however, are responding by simply doing more of what they've been doing: shouting out their messages as broadly and loudly as possible. As marketers turn up the volume, buyers are tuning out: marketing costs are rising, and returns are declining. However, today's environment also offers opportunities for marketers who understand that the changes taking place provide new ways to reach and engage customers and prospects. In this paper, we briefly review the dramatic changes in channels, customer behavior, and technology that are driving the need to reinvent marketing. You will also learn how the Unica Interactive Marketing solution helps you respond coherently, leveraging the extraordinary power of both addressability and interactivity.
Enterprise Marketing Management (EMM) software is mission-critical enterprise software that enables more effective, efficient and accountable marketing. It is the engine behind powerful, high performance marketing. EMM improves an organization's ability to acquire, retain and grow customer value, establish the corporate value proposition and brand, as well as efficiently manage the strategic planning process and marketing resources including people, time, inventory, and content. EMM enables the unification of all forms of marketing to include brand, product, direct, event, Web, mobile, social and whatever comes next. As analyst firm Gartner has written, "As the role of marketing shifts toward enabling the customer-centric enterprise, enterprise marketing management (EMM) will become increasingly important for firms that want to become marketing leaders."
Revolution In Progress - How Marketing Is Helping Companies Manage a Cross-Channel World
09/01/2007
You're a marketer. By definition you need to create excitement and demand around products and services. And without question you?ll have your share of challenges. These days one of the biggest challenges is tracking and following shifting media consumption as your customers move from passively participating in content to creating it themselves. This shift to content creation, fueled by Web 2.0 technology, is supported by cross-channel activity. In turn marketing intelligence systems need to evolve to span multiple channels and multiple segments. Ultimately, the systems must maintain the growing volume of data. The challenge is to leverage the volumes of information flowing inside and outside organizations and turn this wealth into a currency of timely, relevant messages and promotions. Read this complimentary whitepaper to learn how social media and other factors are impacting the way companies interact with current and prospective customers as well as best practices from leading companies that are harnessing data and turning insights in to action.
What is Marketing Resource Management (MRM), and Why Are Marketers Investing in This Technology?
07/01/2007
Worldwide, marketers spend $1+ trillion each year. Yet most still manage their projects via a hodgepodge of spreadsheets, word processing documents, email, and other disconnected applications which result in unnecessary cost and delay, and restrict collaboration. Now, with Marketing Resource Management (MRM), a flexible, integrated application that supports best-practice processes is available to marketers. MRM is software that systematically addresses marketers' requirements for better planning, budgeting, process management, and tracking. Using MRM as a foundation, marketers can optimize virtually all their processes, refocusing scarce resources on understanding their customers, defining strategies, and delivering more creative solutions.
Building a Performance Measurement Culture in Marketing
06/01/2007
Today, many marketing organizations are implementing formal Marketing Performance Measurement (MPM) solutions to quantitatively analyze performance against strategic goals, objectives, and commitments as well as to better allocate marketing resources - including people, budget, and materials. This paper focuses on the business drivers, considerations, and tips for successfully building a performance measurement culture in an organization.
Expanding the Power of Data with Event-Based Marketing
04/01/2007
An acute need has developed for products that can empower corporations to make more immediate and accurate use of the data assets they are rapidly accruing. Competition (plus many businesses and/or regulation) has created imperatives for increasing scrutiny and rapid response to changes in customer behavior. For most companies, these demands reach across the enterprise, creating a need for robust, intelligently designed, and cost-effective solutions that can be implemented quickly and used without a significant IT overhead cost. This white paper reviews how event-based marketing technology can empower your enterprise to turn the vast amounts of information it has captured in the form of customer transactions into profitable customer behavior insights.
Righting the Creative Approvals Process
07/01/2006
94 billion. That's how much the Top 100 global marketers invested in 2004 - up 12% over 2003. Marketing is extremely expensive and increasingly complicated, as more campaigns go global and regulations proliferate. Recent research sponsored by Unica and Accenture found few companies managing the creative approvals process - a critical part of advancing marketing material from concept through production into deployment - effectively. But the research also found that some companies overcome these problems. First, they get the basics of creative approvals right: the right people focused on the right issues execute the right activities at the right time. Then, these companies build on the basics to realize strategic as well as financial benefits from righting the creative approvals process. This white paper details the research findings. It examines where most companies go wrong and what leading companies do differently.
Think Customers, Not Campaigns
06/01/2006
Most marketers continue to deliver discrete campaigns rather than truly delivering on the promise of customer-driven, relationship marketing. Written for senior marketers, this white paper: Discusses the benefits of migrating from a campaign to a customer mindset; Outlines four best practices in relationship marketing; Shows how a relationship marketing technology suite enables the four best practices and a superior Return on Marketing Investment (ROMI).
This white paper is focused on helping senior marketers lift the performance of their marketing initiatives. It begins by documenting the growing complexity within marketing that necessitates a change from a current state of "creative chaos" to a heightened state of marketing precision and performance. Diving deeper, the white paper explains why technology such as Marketing Resource Management (MRM) is a key enabler of success. It concludes with four actionable steps designed to help marketers deploy MRM solutions to achieve superior performance and results.
Unica's white paper "Enterprise Marketing Management (EMM) - Enabling World-Class Marketing"
09/01/2004
Enterprise Marketing Management (EMM) is mission-critical enterprise software that enables more effective and efficient marketing. It is the engine behind powerful, high performance marketing. With the specific goal of helping marketers solve real business problems, EMM solutions give marketers the tools to develop deeper customer understanding while delivering more personal and compelling marketing throughout the customer life cycle. EMM improves an organization's ability to acquire, retain and grow customer value, establish the corporate value proposition and brand, as well as efficiently manage the strategic planning process and marketing resources including people, time, inventory, and content. According to Liz Roche, vice president and director of CRM Infusion at the META Group, "with the growing complexity of marketing, now more than ever, organizations need EMM solutions to increase market share, customer loyalty and profitability."
Unica's white paper "Maximizing Customer Value"
06/01/2004
The number of acronyms being bantered about in the Customer Relationship Management (CRM) arena is daunting. Regardless of the acronym used, the marketing landscape has changed, as have the supporting business strategies and technologies, over the last few years. As the vernacular implies, the focus today is on "customer-centricity."
Unica's white paper "Marketing Optimization"
06/01/2004
Optimization is the process of allocating resources within a system to maximize an objective, such as profitability, while working within business rules and constraints. For years, businesses have used optimization to help manage their processes and maximize profits. For example, retail organizations use optimization to determine how many employees are needed to staff a store on any given day based on budget, anticipated traffic, and available resources. This leads to maximized sales and minimized costs. Optimization is now becoming a critical technology within marketing organizations to increase revenue, customer loyalty, market penetration, and the probability of response, while at the same time satisfying corporate goals and objectives.
The rules have changed. Multiple channels, recent regulation and rising customer expectations have compelled CMOs to rely on a new set of decision-making criteria for determining marketing mix, optimizing spend and allocating resources. This new benchmark is the value of a customer base. By understanding the value and needs of individual customers, CMOs can tie marketing processes to customer profitability and drive campaigns that cut through the clutter. The results are cost-saving efficiencies and maximum ROI.
Unica's white paper "The Rise of Right-Time Marketing"
10/01/2003
The way marketers communicate with customers is being irrevocably altered. The proliferation of channels, customer touch points, and product offerings is creating unprecedented marketing opportunities.
Unica's white paper "Finding The Right Email Marketing Solution"
05/01/2003
It is difficult to escape the subject of email marketing. Between the headlines about spammers and consumer backlash against clutter filled inboxes, to talk of taxing email, to the latest CAN-SPAM regulations, marketers are being forced to take a hard look at a channel they used to take for granted as an inexpensive and effective medium. In this paper we will examine the unique benefits and challenges of email marketing, as well as present a framework for how marketers can evaluate the best solution for their needs.
Unica's white paper "Demystifying Real-Time Marketing"
03/01/2003
Real-time marketing is the ability to present targeted offers, messages, and services, and respond to individual requests in a time that delivers the highest value to your customers, and greatest profitability to your organization. Real-time marketing is not always instantaneous or immediate - it is simply about delivering the best marketing at the right time. With specific goals for helping organizations develop deeper, more personal customer relationships, increase revenue and maximize profits, real-time marketing facilitates customer-centric marketing and increases overall marketing effectiveness.
