First Union Corporation, Charlotte, NC, the nation’s sixth largest banking company with 16 million customers, announced yesterday that it has selected Unica Impact, an electronic Customer Relationship Management (eCRM) system from Unica Corp., Lincoln, MA, for its consumer marketing campaign management.
First Union’s initial Unica Impact implementation-which will begin late next month–supports new customer acquisition campaigns for both The Money Store (TMS), the home equity lending company which merged with First Union in June 1998, and select First Union business units. First Union will also use a new prospect database developed by Marketing Information & Technology, Inc. (MITI), Andover, MA, a data warehousing company, in conjunction with the Unica implementation.
First Union’s marketing operations department in North Carolina and California will remotely access data from the prospect database maintained by MITI in Massachusetts. Unica’s solution will then enable First Union to identify and communicate with prospects who are most interested in TMS or First Union products and services. In addition, it will enable First Union to develop sophisticated multi-tiered and multi-channel marketing campaigns quickly.
According to First Union, Unica Impact will enable the bank to increase
the relevance of its communications with prospects and customers and,
as a result, improve its success and return on marketing campaign investments.
“We chose Unica Impact because it offers the advanced functionality and scalability First Union needs for both now and the future,” said Steven Frank, senior vice president and director prospect database marketing for The Money Store and First Union. “With the new system in place, our marketing will become even more efficient as our top managers will have more time to focus on marketing strategy and analysis.”
