Harte-Hanks Chooses Unica's Affinium Model

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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.


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