Unica Debuts Internet Marketing Alliance Program

Enterprise marketing management solutions firm Unica Corp. has launched an Internet Marketing Alliance Program designed to integrate Internet marketing solutions based on Unica's Affinium Suite and best-of-breed Internet marketing services.

According to Waltham, MA-based Unica the program will help customers and alliance partners benefit from unified reports that capture activity and results across channels, leading to improved decision making, budget allocation, targeting and messaging.

Companies will be able to implement common customer segmentation and response and conversion metrics, as well as link online and offline behavior across channels, ultimately delivering a better customer experience and improved marketing results.

Founding members of Unica's Internet Marketing Alliance include 24/7 Real Media, Did-It, Efficient Frontier, and Performics.

Members of the alliance will participate in an open two-way exchange of data using industry standards to integrate information about search marketing activity and performance including search terms, costs, and ROI.

This integration will allow marketers to view and access complete search marketing data through Unica's web analytics solution, Affinium NetInsight, and add offline response data, customer value and segmentation information.

Unica and its alliance partners plan to implement additional integration points to enable a single marketing desktop for planning, managing, executing and reporting on all Internet marketing initiatives whether executed in-house or via best-of-breed service providers.