SOURCE: Unica Corporation

Unica Corporation

September 09, 2009 08:30 ET

Unica & eMedia Issue Results of New Web Analytics Reader Survey

Integrating Web Analytics Data Into Marketing Solutions Is Biggest Challenge Among Web Analysts

WALTHAM, MA--(Marketwire - September 9, 2009) - Unica Corporation (NASDAQ: UNCA), the recognized leader in marketing software solutions, today announced results from its recently conducted web analytics study, "The Web Analytics War: Reader Survey," co-sponsored by eMedia. The purpose of the survey was to learn more about the challenges that marketers face when managing creative projects, so that they are able to better tailor their products and services to suit the needs of both customers and prospects.

The approximately 200 marketers who comprise the survey respondents come from a diverse set of companies -- ranging from small to large across myriad industries with various traffic volumes. 72% of respondents noted that they lack a full-time resource focused on web analytics. 46% noted that their companies' biggest web analytics challenge was integration with other marketing solutions. Additionally, the biggest issue they faced with verifying data accuracy was difficulty drilling into web analytics data.

"Web analytics are no longer just increasingly important; they're essential to the success of marketing strategies and campaigns; and they're not only imperative for marketing departments, but demanded by business executives," said Akin Arikan, director of product marketing and strategy, Unica. "The results of this survey highlight that an advanced and integrated set of interactive marketing solutions are critical for marketers to effectively engage site visitors and increase campaign response and ROI. And as web analytics suites evolve, there is a greater emphasis on data transparency and auditability."

To view the complete results of this survey, 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 2009 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, 2008 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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