SOURCE: Unica Corporation

Unica Corporation

April 06, 2010 09:00 ET

Unica Launches Partner Solution Platform

The Industry's Most Comprehensive Marketing Technology Platform Enables Unica Partners to Streamline Creation, Delivery, and Management of World Class Marketing Solutions

WALTHAM, MA--(Marketwire - April 6, 2010) -  Unica Corporation (NASDAQ: UNCA), the recognized leader in marketing software solutions, today announced its Partner Solution Platform. The Unica Partner Solution Platform provides critical features and integration tools that Unica partners can leverage to complement their services and automate integration with Unica products, allowing them to streamline delivery and management of comprehensive marketing solutions to joint customers.

"Marketing service providers and agencies are critical influencers and thought leaders for marketers," said Yuchun Lee, CEO, Unica. "The introduction of the Partner Solution Platform is a key component of our continued strategic focus on providing leading technology and integrated closed loop processing with partner solutions to more effectively deliver value to our customers. Our recent acquisition of Pivotal Veracity and its email deliverability technology increased the appeal of our solutions to marketing service providers, making this the right time to broaden our partner offerings and standardize integration conventions across our products."

The Unica Partner Solution Platform is the most comprehensive marketing technology platform for partners in the marketing technology sector. Through the platform, participating partners will gain access to key capabilities and connectors that standardize and simplify two-way integration with Unica's leading Enterprise Marketing and OnDemand Marketing suites. Specifically, Unica partners can tap into the Partner Solution Platform to leverage:

  • Unica Pivotal Veracity for improved email deliverability and email/mobile content rendering: Pivotal Veracity has long been a critical technology for Email Service Providers. As a key capability within the Partner Solution Platform, Unica will continue to enhance functionality to serve these partners and their customers, increase the ease of application integration, and provide integrated pricing for participating partners.
  • Two-way integration with Unica's campaign management and centralized decisioning engine: Participating partners will be able to leverage a connector to automate the extraction and transfer of lists between Unica's market-leading campaign management application, Unica Campaign, and partner email applications. The connector will also automate the pull of email response data back into Unica Campaign to facilitate cross-channel campaign analysis and future campaign decisioning.
  • Two-way integration with Unica's email marketing application: Participating partners can opt to use Unica eMessage in conjunction with Unica Campaign and leverage a connector to integrate with their own email delivery operation.
  • Integration for online web behavioral analytics: Partners can leverage a connector to access critical online behavioral data and pull targeted customer segments directly from Unica NetInsight OnDemand into their applications to enhance customer profile information, support cross-channel campaign decisioning, or drive remarketing programs.
  • Unica NetInsight online behavioral data mart: Partners desiring comprehensive access to web behavioral data can opt to leverage the NetInsight data mart to fast track integration of online and offline data. The NetInsight data mart is an open, structured repository of individual level online behavioral data that can be directly accessed by Unica or other third party applications.
  • Partner data and technology services integration with Unica Interactive Marketing OnDemand: The Partner Solution Platform will also serve as an integration point between Unica Interactive Marketing OnDemand and partner services including data hygiene cleansing, enhancement, and integration. For example, pre-defined and integrated partner data enhancement packs will offer Unica Interactive Marketing OnDemand customers access to a wider and richer set of customer demographic data. Similarly, the platform will enable partners to white label the application and incorporate their own templates and other intellectual property in order to deliver a comprehensive solution to their customers.

In coming quarters, Unica will continue to build on the initial momentum of the platform with integration tools supporting additional Unica products and partner services offerings.

"We're excited about this from several angles," said David Geisinger, vice president, Technology Solutions, Merkle, Inc. "First, we currently manage a number of marketing solutions for a variety of clients and leverage Unica products including Campaign and Pivotal Veracity. Simplified integration with our solutions will streamline our ability to serve existing clients and enable us to get new clients up and running more efficiently and effectively. Second, we're thrilled to extend our data management and campaign execution services to customers of Unica Interactive Marketing OnDemand. Directly integrating our data management solutions via Unica's Partner Solution Platform will make our data processing capabilities and our aggregated data file more accessible to mid-market buyers and dramatically reduce time to market for our customers."

"We have a longstanding relationship with Unica and have many joint clients that use Unica's suite as a key enabler of their marketing solutions," said Chris Harrison, CTO, Epsilon. "Unica's new Partner Solution Platform offers a compelling opportunity to expand our integration in product and data services, resulting in significant benefits to our clients -- from expedited implementation times to more multi-channel opportunities."

"Unica Pivotal Veracity is a key partner for Silverpop," said Bill Nussey, CEO, Silverpop. "Their technology helps ensure our customers' messages get delivered and that the messages are displayed properly when they arrive."

"The flexibility of NetInsight, paired with the rest of the Unica suite, offers marketers a real opportunity to integrate their online and offline data and truly achieve the vision of cross-channel dialog," said Jon Hollander, CIO, Database Marketing, Harte-Hanks. "We're excited to see Unica formalizing the platform and focusing specifically on solutions to help its partners deliver more effectively."

"We are pleased to see Unica continue to extend its robust open architecture especially in the area of email marketing," said Ed Forman, CTO, Targetbase. "This further enhances our ability to seamlessly deliver a cohesive interactive marketing solution to our customers."

"CSG's Quaero and Unica have a long successful history of helping companies drive new revenue by executing accurate and relevant marketing communications," said Naras Eechambadi, senior vice president, Quaero, a CSG Solution. "We welcome these added capabilities especially as it pertains to enhancing the marketing communications capabilities we offer our clients. This open architecture approach leverages our existing communications infrastructure and promises to bring real benefit to our customers' businesses."

Unica partners include leading marketing service providers such as Acxiom, Allant, AmberLeaf, Epsilon, Equifax, Harte-Hanks, Merkle, Pluris Marketing, Quaero, a CSG Solution, Rapp, RiverPoint Solutions, Silverpop, SmartBase Solutions, Targetbase, Zrinity, and many others.

Unica's product offerings will be showcased at the company's upcoming user conference, the Marketing Innovation Summit, May 16-19, at the JW Marriott Grande Lakes in Orlando. For additional information on MIS, please visit

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 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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