[June 10, 2004] Unica Helps Companies Maximize Marketing Resources Today at the CMO Council's MPM (Marketing Performance Measurement) Forum in New York, Unica Corporation, a worldwide provider of award-winning Enterprise Marketing Management (EMM) solutions, announced a strategic alliance with Biz360(r) Inc., the industry leader in global reputation and brand analysis, to help joint customers enhance marketing performance measurement. Biz360's market intelligence application, Market360(r), empowers decision makers to objectively measure, understand and compare the public perception of their companies, brands, products and competitors. Under the terms of the agreement, the two companies will integrate Market360 with Unica's Affinium(tm) Suite to allow marketers to more effectively and accurately monitor their integrated marketing and communications programs' effectiveness and ROI - ultimately translating into improved customer influence and revenue. Carol Meyers, Unica's vice president of marketing, and Biz360's CMO, You Mon Tsang, will address how new technologies are helping marketers quantify marketing results during a panel at today's event titled, "MPM Solutions at Work." The MPM Forum brings together CMO Council members, media and analysts during a half-day program at BusinessWeek's offices in New York. The MPM Forum will feature a review of benchmarking best practices by top technology brands and highlights from a comprehensive CMO Council study of global technology marketers. In addition, BusinessWeek will present its findings from a new survey on how C-level executives in finance, operations, sales, technology and product development view the value of marketing. "Our new alliance with Biz360 is a key component of our ongoing mission to help marketers tackle some of their toughest challenges through smart technology," said Yuchun Lee, co-founder and CEO of Unica. "It's no secret that CMOs are under increasing pressure to prove the value of their marketing programs, and active, real-time measurement is top of mind. In fact, in a recent survey we commissioned with Forrester Consulting , it was revealed that measuring marketing's effectiveness and ROI, coordination of marketing programs across channels and improving brand awareness are the top concerns of chief marketers today. We're pleased to be teaming up with Biz360 to offer our customers enhanced access to active market intelligence that will markedly improve their marketing and communications campaigns." As marketers adopt Unica's marketing resource management solution, Affinium Plan, they are able to monitor, measure and prove the value of all aspects of their marketing. Market360 allows marketers to measure communications performance, analyze competitor positioning, uncover industry trends and issues and discern analyst influence in the marketplace. By integrating Market360's active market intelligence into Affinium(tm) Plan and its marketing dashboard, joint customers are able to track their communications programs seamlessly along with all other initiatives. "Biz360 is leading the charge in bringing CMOs the market intelligence they need to make real-time decisions about how to position their global reputations and brands in the marketplace," said Bud Michael, president and CEO of Biz360. "Forming an alliance with Unica, the industry leader in monitoring and measuring integrated marketing programs, will reinforce the role of active market intelligence as a vital part of a CMO's dashboard. We're excited to join forces with Unica to help CMOs tackle the challenges of measuring marketing performance and impact." Measuring marketing's effectiveness and ROI was identified as the most burning issue for chief marketers by a recent survey conducted by Forrester Consulting on behalf of Unica. Key strategies to address this issue, as well as the coordination of marketing programs across channels and improving brand awareness, will be addressed during the upcoming Marketing Executive Leadership Forum, "Marketing in the Fast Lane: Leading the Customer-Centric Initiative," hosted by Unica and the American Marketing Association (AMA) at the Marriott Waterfront Hotel in Baltimore, Md. on June 24, 2004. (See separate release, "Marketing Leadership Forum to Address Greatest Challenges Faced by Chief Marketers," dated June 9, 2004). [ Back To TMCnet.com's Homepage ]