SOURCE: Unica Corporation

Unica Corporation

February 01, 2010 16:11 ET

Unica Extends SaaS Product Line With Search Bid Management Acquisition

Unica Search OnDemand Offers Another Key Technology Essential to Online Marketing Success -- Simplified Search Marketing for Advertisers and Agencies

WALTHAM, MA--(Marketwire - February 1, 2010) - Unica Corporation (NASDAQ: UNCA), the recognized leader in marketing software solutions, today announced that it has extended its interactive marketing solutions with search marketing technology by acquiring the paid search bid management business, MakeMeTop™, from Microchannel Ltd, a privately-held UK-based company. The new product will be branded Unica Search OnDemand.

Unica Search empowers online marketers to automate and optimize their keyword buys across the broadest selection of search engines worldwide including Ask, Baidu, Google, LookSmart, Microsoft (bing), Miva, Yahoo!, and Yandex. Agencies, enterprises, and global corporations can uniquely manage their bidding and reporting across multiple currencies and languages within a single account.

This acquisition expands Unica's online and interactive marketing solutions with another key technology essential to online marketing success. Following the recent acquisition of leading email deliverability management provider, Pivotal Veracity, this addition further demonstrates Unica's commitment to delivering a comprehensive interactive marketing suite that meets the full range of needs for online marketers and marketing services agencies.

"As the leading provider of interactive marketing technology and web analytics solutions, Unica Search is a strategic addition to our product line," said Yuchun Lee, CEO, Unica. "Unica NetInsight already provides marketers with an unparalleled ability to analyze search engine effectiveness and visitor web behaviors. With Unica Search, customers can now move from analytics to automating many of the complex tasks for optimizing web, email, search ad, display ad, and offline channels."

Unica Search will be part of the Unica OnDemand product line and included in the industry's first integrated SaaS marketing suite that spans search marketing, web analytics, customer analytics, email marketing, behavioral targeting, campaign management, and marketing operations. "Search marketing is both complex and intensive, and integrating web analytics and search engine marketing will ease the lives of marketers around the world," said Susana Tsui, president, Neo@Ogilvy, Asia Pacific. "In particular, websites that are ad-driven will benefit from full integration between web metrics and search bid management technology to reduce the implementation effort."

Online marketers spend more than 60 percent of their budgets on search, which is one of the fastest growing areas of online marketing. Unica Search provides online marketers with considerable advantages including two-way synchronization with search engines, portfolio-based bid strategies, integrated landing page test automation, and cross-channel insights on outcomes. Unica Search takes advantage of the latest search engine API capabilities through a single interface for managing keywords, ads, and placements on both the fixed and the mobile Internet.

According to an independent report from Forrester Research, Inc., "US Interactive Marketing Forecast, 2009 To 2014," search marketing spend will account for nearly $18 billion in 2010 and more than $31 billion in 2014. With growth anticipated in online marketing, more and more companies are either in-sourcing search expertise or relying on agencies to provide a broader set of services across online marketing. Self-service search marketing tools enable marketers and agencies to run their campaigns, and integrate results and search analysis into their broader marketing automation and web analytics processes.

"Effective search marketing is top of mind for online marketers," said Barry Lloyd, CEO, Microchannel. "Our robust and flexible application for search bid management is an ideal addition for integration with Unica's industry-leading interactive marketing solutions to help marketers optimize online marketing spend."

Microchannel's list of direct and indirect clients includes leading agencies and companies from around the world such as Blowfish Digital, Branch Communications Limited, ClickThrough Marketing, LSF, Marcel Media, Neo@Ogilvy Asia Pacific, and Webcertain, among others.

"As a long-time user of Microchannel, we feel that today's news promises enormous benefit to agencies and global enterprises," said Ben Swartz, president, Marcel Media. "The more tightly Unica integrates search management tools with web analytics, landing page design, testing, and targeting, the better."

Also today, Unica announced positive financial results for its first quarter fiscal 2010, which ended December 31, 2009. Click here to access that announcement.

About Unica

Unica Corporation (NASDAQ: UNCA) is the recognized leader in marketing software solutions. Unica's advanced set of enterprise marketing management and on-demand marketing solutions empowers organizations and individuals to turn their passion for marketing into valuable customer relationships and more profitable, timely, and measurable business outcomes. These solutions integrate and streamline all aspects of online and offline marketing. Unica's unique interactive marketing approach incorporates customer analytics and web analytics, centralized decisioning, cross-channel execution, and integrated marketing operations. More than 1,000 organizations worldwide depend on Unica for their marketing management solutions.

Unica is headquartered in Waltham, Massachusetts with offices around the globe. For more information, visit

Note to Editors: Copyright 2010 Unica Corporation. Unica, the Unica logo, and NetInsight are registered trademarks of Unica Corporation. All other product names, service marks, and trademarks mentioned herein are trademarks of their respective owners.

Forward-looking Statements

The information provided in this press release above contains forward-looking statements that relate to future events and future financial performance of Unica. These forward-looking statements are based upon Unica's historical performance and its current plans, estimates and expectations and are not a representation that such plans, estimates, or expectations will be achieved. These forward-looking statements represent Unica's expectations as of the date of this press announcement. Subsequent events may cause these expectations to change; and Unica disclaims any obligation to update or revise the forward-looking statements in the future. Matters subject to forward-looking statements involve known and unknown risks and uncertainties, including those factors listed in the Company's most recent Annual Report on Form 10-K for the fiscal year ended September 30, 2009 under "Risk Factors," which factors could cause Unica's performance or achievements to be materially different from those expressed or implied by the forward-looking statements.

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