Unica celebrates web analytics solution success

Unica Corporation has announced that its enterprise-class web analytics solution, Affinium NetInsight, has been adopted by several European brands as part of their marketing strategies.

Companies that have integrated the Affinium NetInsight tool into their marketing strategy include Airmiles, Banco Santander, Michelin, Generali, LexisNexis, Inkclub, United Biscuits and VisitBritain.

According to Unica, marketers are turning to web analytics to provide them with the insight to analyse and understand the online behaviour of their customers.

But organisations that wish to differentiate themselves through integrated strategies across online and offline channels are facing a challenge.

Because of inadequate information, they often contact customers using conventional marketing means - such as direct marketing and telemarketing - but fail to recognise when these same customers visit their website.

As a result, when customers expect a seamless cross-channel experience, they may instead receive out of context marketing communications that do not continue the dialogue from other channels.

In addition, Unica said organisations may miss out on the wealth of behavioural data online for targeting communications offline.

For example, a bank may fail to target a customer with mortgage offers after that customer has browsed the mortgage pages of the bank's website.

Georges Anidjar, European managing director of Unica's internet marketing group, said: 'The increased uptake of Affinium NetInsight across Europe supports the shift in marketing to include more online and multi-channel campaigns.

'Our customers generally purchase our web analytics solutions as part of a wider marketing strategy.

'They appreciate that our software enables them to create a more integrated view of customer behaviour, which allows them to target their on - and off-line campaigns accordingly.'.

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