Reed Business deploys Affinium Campaign

Reed Business has deployed Unica's Affinium Campaign software to improve its insight into existing and prospective customers' needs and behaviour.

With the Unica campaign management solution, Reed Business is able to service its customers better and execute targeted marketing campaigns faster.

Unica's solution integrates customer data and customer interaction through offline and online channels, including internet, magazines, contact centre and digital newsletters.

Reed Business Netherlands publishes some 250 trade magazines and loose-leaf publications.

It has a very strong position in the business-to-business areas market in the Netherlands with 23 publishing companies and more than a thousand products.

Using Unica's campaign management solution, Reed Business is better able to optimise customer interaction and maximise use of its central customer database, which in turn, should increase cross-selling opportunities.

Marketing campaigns through direct mail, email and internet play an important role for the company's 100-plus marketers, whose main objective is to increase sales and brand awareness.

Unica's solution increases the flexibility at Reed; campaigns can be executed faster and can be optimised in terms of customer needs.

Thanks to Unica, marketers now have more flexibility and can make changes dynamically, making them less dependant on an IT department.

Selecting customer groups is easy, according to the rules Reed marketers can establish themselves: this increases flexibility.

"With Unica's software we now have multiple options per individual customer for selecting the right channel, timing and offer," said Hans de Boer, head of the Customer Care Centre at Reed Business.

"We now can use more channels to realise cross and up sell.

"Technology is no longer the bottleneck.

"Our marketers can now focus on the creative development of marketing campaigns and adjust them based on the results".

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