Choice Hotels Selects Unica's Affinium

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Unica Corp., an analytical CRM and marketing automation solutions vendor, announced yesterday that Choice Hotels International Inc. selected its Affinium customer relationship management software to better understand its customers' needs and respond quickly with appropriate offers.


Choice Hotels, based in Silver Spring, MD, is the world's second-largest hotel franchiser with more than 5,000 hotels open and under development, including Comfort Inn, Quality Inn and Clarion. Unica is based in Lincoln, MA.


Choice said that Affinium would let it strengthen customer relationships, increase cross-sell and upsell revenue, standardize and control national and regional marketing campaigns, improve response rates and reduce overall marketing costs.


Gary Thomson, senior vice president and CIO at Choice, said the company selected Affinium because of its ease of use, lower cost of ownership and unique Universal Dynamic Interface, which lets Choice integrate Unica marketing software with its existing IT infrastructure.


Choice does not have to build a new data mart to implement Affinium, as it can integrate with Choice's existing databases.


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