Unica Corp., Lincoln, MA, yesterday introduced Affinium 2, the latest version of its analytical customer relationship management and real-time marketing suite.
Designed to allow companies to take advantage of increasing amounts of customer data, Affinium 2 allows marketers to create campaigns that switch easily between individual and household, or account, attributes when selecting customers. It also allows them to implement dynamic householding rules.
According to Unica, most CRM products require rigid customer models that operate on only one level of abstraction and require significant database programming to incorporate householding.
The new software, which enables advanced audience segmentation and analysis without complex programming, is especially useful for financial services and retail companies for which real-time interaction is important.
The new software includes multilevel audience processing and management capabilities that simplify cross-level customer analysis. Through Affinium's graphical interface, marketers can more easily manage information such as opt-out, credit status, product affinities and spending patterns at both household and individual levels.
Shipping as part of the suite is Affinium Interact, an analytical context server for real-time, cross-channel, intelligent personalization.
