he Unica Spring Release strengthens the platform’s cloud-native foundation with more flexible deployments and a diverse stack. It deepens the integrated platform’s core capabilities with coverage for more social channels, better planning, rich Insights, and enhanced personalization.

The concept of contact fatigue was unclear and was mainly managed by Campaign prioritization. Let’s say, the mortgages have key sales targets this month, and they get all the best customers.

Having an offer management system in place enables you to manage offers, their priorities, the number of times a customer sees a specific offer, to which customers the Offer should be shown to. With offer management, you can easily personalize your offers and tailor an efficient user experience for the audience. %

By Gerry Murray, Research Director, Marketing and Sales Technology, IDC Normally, when a global enterprise acquires a major software business, it takes years before significant improvements and integrations are released. But when HCL acquired Unica in July 2019, it was in a unique position. It had been implementing and supporting Unica customers for years. Thus, HCL had significant engineering and technical support capabilities already in place with deep knowledge of the codebase. However, it was not clear how much of a commitment HCL would make to bringing Unica into the modern cloud era—until now. And the commit is big and fast on every level. Customers should be extremely confident in how quickly and significantly HCL Unica will modernize their marketing infrastructure and enable their journey to the cloud.  Your MarTech Is Your Brand There is a lot of new and improved product functionality in Unica's recent and upcoming releases. But before we get into those details, it's important to think about modern digital marketplaces, new buyer expectations, and the fact that in many ways, marketing technology today is your brand. Digital marketplaces are characterized by connected diversity. Brands must provide continuity across identities, devices, timeframes, locations, interactions, and keep up with the constant change going on in and between those vectors. That puts enormous importance on getting your marketing infrastructure right. It must be compliant, responsive, scalable, open, flexible, fast, intelligent, precise, transparent, affordable, intuitive. It must be able to embrace change, simplify complexity, and maintain control.  It must operate as an integral part of a holistic end to end system that can enhance customer experience from ad click to call center and back again because customers today expect brands to behave as a single entity. What happens in one interaction should enhance the next interaction wherever and whenever it...

For the past 20 years, I have been a part of the Unica Professional Services Team, first at Unica, then at IBM via the Unica acquisition and now at HCL via Unica divestiture from IBM.