Unica Corp. said yesterday that RBC Royal Bank has selected its Affinium customer analytic and marketing automation software.
The software will be used to automate the development and execution of the bank's targeted marketing campaigns for its Visa credit card customers in Canada.
RBC Royal Bank is the personal and commercial banking division of RBC Financial Group, the brand name used by Royal Bank of Canada and its subsidiaries.
Royal Bank is Canada's largest bank as measured by market capitalization and assets and is one of North America's leading diversified financial services companies.
Affinium is designed by Lincoln, MA-based Unica to help clients execute targeted direct mail, statement insert and telemarketing campaigns.