First Union & Unica

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Unica, a provider of eCRM and Enterprise Marketing Automation (EMA) solutions for Internet and direct marketing channels, have revealed that First Union Corporation  has selected  UNICA IMPACT! for consumer marketing campaign management. The company is replacing its prospect database campaign management system to use  UNICA's solution.

"We chose  UNICA IMPACT! because it offers the advanced functionality and scalability First Union needs for both now and the future," said Steven Frank, senior vice president and director prospect database marketing for The Money Store and First Union. "With the new system in place, our marketing will become even more efficient as our top managers will have more time to focus on marketing strategy and analysis."

Unica have said that their solution enables First Union marketers to develop sophisticated campaigns exercising the strength of Unica's optimization and multi-tiered, multi-channel marketing capabilities. Since  UNICA expect novice and inexperience marketing staff to be able to use the solution as because by its nature it is 'easy-to-use' and also because it provides 'English language database access for selecting, querying and cross tabulations'.  They also predict that it will help First Union increase the relevance of its communications with prospects and customers and, as a result, improve its success and return on marketing campaign investments.

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