Harte-Hanks Chooses Unica's Affinium Model

Share this article:
Worldwide direct and interactive marketer Harte-Hanks Inc. has selected Unica Corp.'s Affinium Model to enhance its analytical and modeling capabilities and its ability to help clients maximize return on investment, Harte-Hanks said yesterday.


Unica Corp., Lincoln, MA, is a provider of analytical customer relationship management and marketing automation solutions. Affinium Model, Unica's data mining software, provides statisticians, modelers, analysts and marketers with tools to understand and anticipate customer behavior and preferences.


Harte-Hanks has purchased all four Affinium Model modules: Customer Valuator, which predicts the monetary value and profitability of a particular customer; Market Segmenter/Profiler, which analyzes attributes that affect behavior; Response Modeler, which identifies individuals most likely to exhibit certain behaviors based on past purchases, demographics and lifestyle data; and Cross Seller, for prioritizing purchases for each customer and forecasting what he is likely to buy next.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.

Metal Mulisha Races Towards Customization

Metal Mulisha Races Towards Customization

The motocross apparel company boosts mobile and Web conversions through product recommendations and personalized search.