Unica Corp., an enterprise marketing management solutions provider, is expected to announce today that Laurentian Bank — a large Canadian bank that concentrates its retail financial services activities in Quebec — has selected Unica's Affinium software.
Laurentian Bank will use Affinium to improve the efficiency and speed of its marketing programs and to deepen client relationships through the delivery of targeted, relevant offers, according to Unica, Waltham, MA.
The bank plans to use Affinium to drive customer acquisition, retention and growth. With 156 retail branches in Quebec, the bank has an aggressive business plan to open several new branches. The bank's use of Affinium is part of an initiative to enhance its CRM infrastructure in support of future growth.
The bank also expects Affinium to improve efficiency and productivity in its marketing organization. Previously, it took several weeks for marketing analysts to manually hand code and execute campaigns. Using Affinium, Laurentian Bank expects to execute similar campaigns in much less time, enabling more campaigns to be created and freeing time for staff to focus on more strategic initiatives.