Unica systems faring well in Asia

Analyst firm Financial Insights recently released a report entitled “CRM Resurgence in Asia: Which Banks lead the Charge?” and boy, is Unica Corporation please.

Unica, a global provider of enterprise marketing management solutions, was able to take pride in two of its customers featuring in the report. The Unica customers highlighted were HDFC Bank and OCBC Bank, cited as examples of financial services organizations in the Asia Pacific area which are achieving measurable and verifiable benefits from deployment of CRM-related technology; both banks use Unica’s Affinium EMM software.

Naturally (indeed, to say such is nearly a cliché) the report reads “spending on CRM-related technology by Asia’s leading banks is expected to show strong growth.” Financial Insights notes a growing focus on optimization of marketing.

Via use of event-based marketing and integrated analytics, says Unica PR, “HDFC Bank and OCBC Bank both realized success by increasing their market share, acquiring profitable customers and boosting customer loyalty [with] Affinium, Unica’s signature EMM solution.”

HDFC Bank is India’s second largest private sector bank and deployed Unica’s Affinium software to design, optimize, execute and analyze its marketing programs, i.e. capturing a complete view of its customers across channels; this bank has increased the number of campaigns it executes by more than 500 percent.

OCBC Bank in Singapore completed a full implementation of the Affinium suite to coordinate, manage, optimize, execute and measure customer communications across channels including event-based marketing, sales and customer service back in 2005; OCBC achieved a more than 40 percent conversion rate with event-based marketing initiatives.

A complete copy of “CRM Resurgence in Asia: Which Banks lead the Charge?” can be had from the Unica website.

Unica Corporation is a global provider of enterprise marketing management software and is exclusive sponsor of The Marketers’ Consortium at http://unicashare.typepad.com; Unica clientele now numbers over 400 companies worldwide. Founded in 1992, Unica is headquartered in Waltham, Massachusetts, with offices in the United States, Australia, France, Germany, India, Singapore, Spain, and the United Kingdom.

Financial Insights provides independent research, custom consulting, and detailed multiclient studies on the technology issues in the financial services industry. Financial Insights is an IDC company with headquarters in Framingham, Mass.