Targetbase Selects Unica's Predictive Modeling Suite

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Unica, Lincoln, MA, a marketing automation software vendor, said today that Targetbase, Dallas, a customer relationship management solutions provider, selected Unica's MODEL 1 predictive modeling suite to support its Adaptive Relationship Management solution.


Targetbase will use MODEL 1 to create predictive models for its clients, which include Fortune 100 companies in the travel and leisure, packaged goods and airline industries, among others. MODEL 1 will be integrated into Targetbase's ARM solution, which includes technology that collects information from across the enterprise, "learns" about customers and their preferences, and adapts communications as customers' needs change


According to both companies, these predictive models will enable Targetbase to develop highly targeted CRM campaigns that achieve new levels of personalization and increase return on investment (ROI).


"The new CRM value proposition will be measured through customer return on investment, and Fortune 500 companies are realizing that customer loyalty will be the key component to building successful CRM solutions," said Scott Bailey, executive vice president of Targetbase. "To continue to provide our clients with top-notch CRM solutions which enable them to manage customer relationships over time, Targetbase selected Unica's MODEL 1. Unica brings powerful predictive capabilities, speed and unsurpassed ease-of-use to our Adaptive Relationship Management offering."


Unica will also provide support to help Targetbase quickly and flexibly analyze data to enable its representatives to better monitor and react to changing market and consumer conditions.

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