Unica Corporation Announces Affinium NetInsight For Enterprise Web Analytics

Published 5th May 2006

Unica solution unlocks the power of web analytics, linking internet, brand and relationship marketing activities for actionable cross-channel insight...

Unica® Corporation (Nasdaq:UNCA), a global provider of Enterprise Marketing Management (EMM) solutions, today announced the introduction of Affinium® NetInsightä for enterprises seeking to optimise web sites, Internet marketing and the cross-channel experience for their customers and prospects. Leading the next generation of web analytics, Affinium NetInsight is the most open and flexible solution available, uniquely combining exploratory power with an intuitive interface, to deliver business-critical insights for improved customer acquisition, retention and value.

“The world’s most successful marketers know the secret to growth is the ability to understand customers’ complex, multi-channel buying behaviour and to leverage that knowledge to deliver the right marketing, service and experience at each stage,” said Yuchun Lee, co-founder and CEO, Unica Corporation. “Up until now, marketers efforts have been hampered by web data trapped in siloed, proprietary data stores and by information that is either too overwhelming or too rigid. With the release of Affinium NetInsight, Unica is addressing both issues, delivering an open and scalable web data warehouse coupled with actionable reports and explorative power that lets marketers finally exploit the full value of their web data.”

Integrate Web and Cross-channel Data
With Affinium NetInsight, web analytics can be integrated with other customer data across the enterprise to create a comprehensive view of customers and their preferences. The unique open architecture facilitates easy integration of the web analytics data warehouse with legacy business intelligence (BI) solutions. Externally-stored customer and product data is easily integrated into reports generated by Affinium NetInsight, improving report usability and value.

Additionally, when marketers use Affinium NetInsight in conjunction with other modules in Unica’s Affinium Suite, they can automate precision marketing based on their web and cross-channel knowledge and close-the-loop across customer touchpoints, delivering speed to market and improved results. For example, companies can automate the end-to-end process for lead generation from pay-per-click advertising to lead capture, prioritisation, enrichment and distribution, to tracking and measuring effectiveness; tie offline purchases to search engine marketing to improve measurement and decision making; and easily incorporate web behaviour into customer segmentation and profiles for improved targeting both offline and in real time.

Gain Insight On Demand and Improve Speed to Market
Affinium NetInsight’s intuitive, next-generation marketing user interface empowers users to go beyond “canned” reports to slice and dice any metric for information on how to improve results immediately. But, unlike other solutions, Affinium NetInsight goes even further. On a “self-serve” basis, users can easily create their own reports with Affinium NetInsight’s unique drag and drop capability without having to wait days for IT or service providers to create new reports for them.

Other Affinium NetInsight capabilities to streamline analysis and improve decision-making include:
Overlay visualisations to pinpoint the most and least popular areas on each web page
Scenario funnel visualisations that model customer behaviour across visits, not only based on page views, but on business events
Customisable Key Performance Indicators (KPIs) to express web metrics in language specific to any business
Role-based dashboards that allow users to view key trends at a glance
Drill-anywhere, trend-anything capability across all reports, dashboards and KPIs for deeper metrics and detail
Interactive A/B analysis for evaluating any criteria
Real-time reporting

Unmatched Flexibility and Scalability for On Premise and On Demand Deployment
Affinium NetInsight is a turnkey web analytics solution that may be purchased as software or as a hosted on demand solution. Unlike other offerings in the market, the Affinium NetInsight on demand solution is fully compatible with the on premise software, making it easy for organisations to bring web analytics in house or switch to on demand as their needs evolve and change, without any loss of data or custom configuration. This flexible and easy migration option lowers total cost of ownership and increases ROI for organisations.

In addition, Affinium NetInsight offers the widest array of options for data collection giving organisations much more flexibility, greater accuracy and confidence in their data. Customers can use page tags, log files or any combination whether they deploy on demand or on premise.

Affinium NetInsight offers the scalability to support the largest web sites with hundreds of millions page views per day.

"The second wave of web analytics market growth is under way, and more organisations are using their web channels strategically," stated Bill Gassman, research director, Gartner, Inc. "But a strategic web channel can't stand alone for long. New requirements for web analytics will include cross-channel integration of web channel information with other channels, such as sales, support and content delivery. Web analytic solutions that enable data sharing will grow in popularity. Companies need to synchronise customer segmentation, understand buyer behaviour and reconcile purchasing information across all channels."

Affinium NetInsight software is expected to ship in summer 2006.