Nationwide Insurance to Manage Marketing Programs with UnicaNationwide Insurance, the property-casualty insurer, has selected Unica Corp.'s Affinium software to further automate and enhance its customer acquisition and retention programs.
Unica, Lincoln, MA, is a provider of analytical CRM and marketing automation software.
Affinium will be used in prospecting related to all of Nationwide's property and casualty product lines, the company said. Affinium lets businesses understand and predict customer behavior and to implement fine-tuned, automated marketing campaigns that use traditional direct marketing channels.
"Affinium will allow us to further automate our direct marketing operations and to provide prospects and customers with relevant, timely information on our products and services," said Dee Pai, marketing manager/marketing services of Nationwide Columbus, OH. "We can now analyze and leverage customer data and implement highly targeted marketing campaigns that enhance the customer experience and lead to lasting, profitable relationships."
MITI Prospecting Solutions Inc., a provider of customer prospecting and a consultant to Nationwide, will integrate Affinium with the insurance company's existing IT infrastructure and with MITI's database of over 200 million consumer records. MITI is a member of the Unica Alliance Program.