Marketing Efficiency Targeted

Unica, E.piphany apps ease campaign plans.

Marketing software from Unica Corp. and E.piphany Inc. aims to make enterprise marketing efforts and the departments that deploy them more effective and efficient.

Unica announced last week Version 6 of its flagship Affinium enterprise marketing management suite. The company, based in Waltham, Mass., is adding a new lead management application to the suite while adding to its existing campaign management, e-marketing, planning, optimization and analytic capabilities.

Affinium 6 is focused on enabling "right-time marketing," according to company officials, although presenting customers with the right offer at the right time is hardly a new concept in marketing software. This release features a new module for processing leads and applying analytics to them so as to enable more effective customer acquisition and cross-selling processes, Unica officials said.

Other new features include support for Short Message Service wireless messaging for sending marketing messages to wireless devices; integrated marketing content mark-up and approval management; and reusable campaign templates, customizable metrics and built-in best-practice business processes. Version 6.0 provides a consistent user interface for designing different types of customer interactions, whether real-time, event-triggered or batch; real-time reporting for analyzing campaigns, channels, offers and segments; and visual segment analysis and selection for automated campaign creation, officials said.

Separately, E.piphany, of San Mateo, Calif., last week announced that it is partnering with SmartPath Inc., of Research Triangle Park, N.C., to add SmartPaths marketing resource management technology to E.piphanys marketing suite.

The companies will jointly market and sell the E.piphany Marketing Management software solution, a specially configured version of SmartPath Marketing Management System integrated with E.piphanys Campaign Management and Interaction Advisor products.

E.piphanys addition of SmartPaths marketing resource management technology adds strategic planning, program management and campaign production capabilities to E.piphanys applications. Those capabilities are designed to help marketers develop campaigns faster and more easily, officials of the two companies said.