Here Comes Unica
Unica one of the leader in the MRM-EMM has replied to the questionnaire, though initially I especially mentioned that I don’t expect them to answer but thanks to Alan Bunce from Unica who has taken time to response to the questionnaire.
Unica Vision for MRM
To power marketing success with innovative software solutions.
MRM market after 5 years
MRM capabilities become interwoven with other traditional marketing software product. Allan claims that this is already visible for Unica customer’s where there’s growing interest among our web analytics customers to use MRM capabilities to manage the end-to-end internet marketing process.
My favorite Web 2.0
Allan claims that Unica product already has community-type capabilities in our MRM solutions but they are looking to find other ways to support enable better collaboration within marketing groups and between marketing and suppliers, partners, etc.
USP of the Product
- Be the best to market, even if you’re not the first to market – i.e., learn from pioneers’ mistakes.
- Build configurable software, not software that requires real customization.
- Do all the little things necessary to make the product easy to use to ensure user adoption.
Lacking MRM Capabilities
Print-on-demand or collateral customization but they are working with the specialist in those area.
Strong MRM Capabilities
Everything else apart from the mentioned in the Lacking.
Integration with other marketing products:This is interesting and resembles a leader
Unica have got such a broad marketing software offering that they naturally focus on enhancing their own solutions, first.
Is Campaign Management part of your tool
Yes
Plan of Enterprise Decision Management in your MRM tool
Allan says and I quote
“Like any TLA (three letter acronym), EDM probably means different things to different people. Perhaps it’s enough to say that by my interpretation there’s a lot of it already in our MRM solution. A good example would be the ability to automate the routing of approvals based on rules.”
Thanks to Allan for the valuable time spent to answer the question in such a detail.
Website: http://www.unica.com
