The Star Tribune, Minneapolis, yesterday selected Unica's Affinium marketing automation software to manage its circulation marketing campaigns and the direct marketing programs that the newspaper oversees for advertisers in the Minneapolis-St. Paul area.
Affinium, a fully integrated marketing automation suite, allows companies to implement effective one-to-one marketing and to leverage customer information across multiple data sources and interactive touchpoints.
The Star Tribune initially will use two key components of the system: Affinium Model, a data mining and predictive modeling software program; and Affinium Campaign, for automated, cross-channel campaign management.
“Affinium brings together all the elements of good marketing, including analyzing and understanding customers, cross-channel campaign management, and sound reporting and measurement,” said Don Poepping, the Star Tribune's director of direct marketing operations. “It gives us the ability to turn customer data into actionable information, and to use that information to deliver value-added marketing.”
Poepping also said he expects the program to have an immediate impact on subscriber retention and acquisition programs, as well as on the marketing programs that the Star Tribune manages for its advertisers.
