• Is managing your marketing initiatives an exercise in cat herding?
  • Do you frequently have moments where you’re left wondering how to get things under control?!

HCL’s Unica Plan can help you tackle the task.

Managing a marketing initiative can be a daunting responsibility and being accountable for the P&L can be downright scary. Not having visibility into and control over those two things is a waking nightmare.
Current marketing initiatives have gone beyond the traditional vision of mass media such as radio, TV and newspaper through the spray-and-pray world of Email and into the NEW “mass media,” including Text, Social and Mobile. In this new environment, where the Customer rules – you have to ride that hyper-personalization bronco. We have gone from the need to send the right message to the right person at the right time to have the right message personalized to that right customer at every possible touchpoint. ALL of the time in Real-Time!

What does MRM mean to a marketing manager?

In this era, Hyper personalization means more channels, more devices, more audiences, more creatives, more agencies and more WORK! Your processes have to be defined, documented, enforced and refined over time to be efficient. Your budgets have to be tracked to line items and invoices. 

Luckily Marketing Resource Management (MRM) is here to help marketers and businesses manage marketing processes, optimize spend and resource utilization and manage creative content assets. MRM helps the team to work collaboratively and have greater transparency of tasks, dynamically track and understand resourcing, capability, and team workload. An MRM system provides planning, budgeting, and tracking capabilities. It also provides the tools to manage the creation of digital brand assets, workflows, and approval processes.

For instance, running a campaign is like an entire project. It might look like a 4 step process where you Conceptualize, Construct, Execute and then analyze the running campaign. But it is more complex than you think. Specifically, for large organizations, there is a separate chain of email approvals that follow along with the documents being shared. There are n numbers of teams involved and an uncountable number of documents shared. It is nearly impossible to track the status of such a project.

What is the Importance of MRM to the Marketing Manager?

  • Planning – To keep pace with today’s customer and the explosion of touchpoints, the Marketing Manager needs to have a lean, agile, repeatable process. An MRM solution can help define and maintain templates in support (or enforcement) of that process.
  • Budgeting – With everyone trying to grab their piece of the action in this rodeo, the CMO is the judge and he is going to want to keep a close eye on the budget. You have to have a solution that lets you see where the money is allocated and be able to adjust it between winning or losing initiatives.
  • Project Management – The Marketing Manager must have a solution that enables well defined, repeatable yet flexible workflows. The tasks, owners, status of each, as well as the project as a whole, must be easily visible and adjustable.
  • Digital Asset Management (DAM) – Most MRM solutions have or integrate with a DAM, but MRM is much more than just a DAM. To the Marketing Manager, one of the most important aspects related to the creation of collateral, email HTML, or digital assets is the ability to have it routed efficiently for approvals. The Project Management Workflow must have a solid mechanism for this.
  • Integration with the Marketing Campaign Management (MCM)- Having an MRM solution directly integrated with the MCM solution provides very significant benefits through the reduction of lag times in communications regarding audience definitions and counts approvals.

Why HCL’s Unica Plan is the MRM Solution for You?

Unica Plan is a tightly integrated component of the Unica marketing suite fulfilling all of the requirements above. Plan has been vetted by hundreds of companies and thousands of users.  It has been proven to not only be a comprehensive and flexible MRM solution but also one of the most scalable.  Being integrated with Unica Campaign (our Marketing Campaign Management solution) combines all of the data necessary to enable true Return on Marketing Investment (ROMI) reporting. Additionally, through the integration with Campaign, the need to email documents and spreadsheets around with the audience definitions and counts is eliminated, removing hours to days of lag time from the overall process.

Investment in Plan since the acquisition by HCL has resulted in significant changes in Version 12.0 and very impressive improvements in the interface and performance coming out in July 2020 with Version 12.1.

For more information on how HCL’s Unica Plan can fill your MRM needs, you can watch my related webinars on Unica Live

Or, visit our webpage at Unica Plan.

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Further Reading
Marketing & Commerce | December 9, 2020
Unica 12.1 – Licensing – Quick Start for Customers
Unica V12.1 has been released to power the next generation goal-based marketing, and Unica v12.1 is the first release to enable an HCL Licensing portal called FlexNet. Once the user deploys the HCL Unica products, they will need to configure required licenses with HCL Unica products to start using them. Without applying for a valid license, the user would not be able to login into Unica environments. Licensing in Unica is to validate products' entitlement and measure the product consumptions based on various units. HCL Unica products support the below license models. Term based licenses Perpetual licenses If you are upgrading from earlier versions of Unica products to version 12.1, you can have the option to take a Perpetual type license for the existing products you are entitled to use. And for new product licenses, you can take the option of Term based licenses. This is flexible as per your entitlement plan. In the upgrade scenario, you could have Term and Perpetual licenses in your entitlements. While you upgrade to 12.1, you should have default entitlements with Perpetual type licenses in your FlexNet account. HCL supports the below type of counting mechanism for products in the HCL Unica suite. Configuring Unica 12.1 – Licenses Once you perform a clean install or upgrade install and tries to login to the Unica application, you would be prompted to enter the license details. Below are the high-level steps to configure the licenses for Unica 12.1. Pre-requisites: Before you start with license configuration you will need to fulfill the below perquisites: Make sure you have FlexNet (HCL Licensing Portal) login details. Login to FlexNet portal. Check if you can see entitlements for the products they are entitled to. Please raise a support ticket if you do see the products in entitlements. You will need...
Marketing & Commerce | November 17, 2020
Unica Named a November 2020 Gartner Peer Insights Customers’ Choice for Multichannel Marketing Hub.
HCL Software is excited to announce that Unica, a leading enterprise marketing solution, has been recognized as a November 2020 Gartner Peer Insights Customers’ Choice for Multichannel Marketing Hub (MMH). Our team at Unica takes great pride in this distinction, as customer feedback continues to shape our products and services. In its announcement, Gartner explains, “The Gartner Peer Insights Customers’ Choice is a recognition of vendors in this market by verified end-user professionals, taking into account both the number of reviews and the overall user ratings.” To ensure fair evaluation, Gartner maintains rigorous criteria for recognizing vendors with a high customer satisfaction rate. Here are some excerpts from customers that contributed to the distinction: “A solid product with deep user community and good integrator expertise in region.”- Head Of Marketing Data & Analytics in the Finance Industry “HCL Unica is a great Campaign Management tool which generate good revenue for organisation.”- Senior Manager in the Services Industry "HCL Unica is a great ROI Marketing Automation tool.”- Associate Director in the Manufacturing Industry Read more reviews for Unica here. Everyone at Unica is deeply proud to be honored as a November 2020 Customers’ Choice for Multichannel Marketing Hub. To learn more about this distinction, or to read the reviews written about our products by the IT professionals who use them, please visit the Customers’ Choice announcement. To all of our customers who submitted reviews, thank you! These reviews mold our products and our customer journey, and we look forward to building on the experience that earned us this distinction! If you have a Unica story to share, we encourage you to join the Gartner Peer Insights crowd and weigh in. The GARTNER PEER INSIGHTS CUSTOMERS’ CHOICE badge is a trademark and service mark of Gartner, Inc., and/or its affiliates, and is used...
Marketing & Commerce | November 12, 2020
Manage TVC-Grid Validation in Unica Plan – A Systematic Way
Marketers are always looking for tools and processes to manage their marketing operations, streamline workflows, optimize the budget spend, resources, and manage other marketing assets. MRM is a single solution that can take care of all your needs, from strategic planning to executing a certain marketing activity and ensuring that consistency binds the team together. Unica Plan is the solution that Unica Suite offers to manage all your marketing needs and activities. HCL Unica Plan (Formerly known as Marketing Operations) supports the feature called Tabular View Control (TVC) Grid, where the marketer can choose and arrange the different attributes like Text, Numeric, Date, etc. which they want to use for tracking their business activities. Grids are mainly used for collecting data, in the user interface, it appears like a table or a list. You can enter data into the cells of the grid according to the selected attributes and their data type. Apart from this, the product supports the customization of grid attribute(s) with validation; for example, the attribute should start with a specific character/word OR attribute should not allow entering beyond a certain limit OR attribute should only allow data between a certain range, etc. “com.unicacorp.uap.grid.validation.plugin.GridValidatorPluginImpl” validator is delivered with HCL Unica Plan which can help you to define the validations on-grid attribute(s). This validation plug-in supports two types of rules. ROW: row-level rules are executed first. GRID: grid-level rules are executed after row-level rules. HCL Unica Plan ships with the following sample rules. BeginsWithRule DateCheckRule RangeCheckRule UniqueCheckRule This article will help you to understand the grid validation, data validation rules, and how to implement the ROW level validation using the "BeginsWithRule" rule with the Text Single Line Type attribute. Let’s follow the step by step approach to learning the validation. Create the new grid frame using the Form...
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