IBM (NYSE: IBM) and Unica Corporation (Nasdaq: UNCA) today announced they have entered into a definitive agreement for IBM to acquire Unica in a cash transaction at a price of $21 per share, or at a net price of approximately $480 million, after adjusting for cash. A publicly held company in Waltham, Mass., Unica will expand IBM's ability to help organizations analyze and predict customer preferences and develop more targeted marketing campaigns.
When a woman shops for a man's holiday gift, she probably won't buy him a pink, size 6, ruffle-front angora sweater. That's why it's important to pay attention to the seasonal shifts in online buying behavior. What was once a normal buying pattern-a woman perusing women's sweaters-shifts during the holidays. But just in time for the seasonal buying frenzy, an expert provides tips on how to parse these behavioral anomalies.
In the last few years, a new marketing paradigm, event-based marketing (EBM), has emerged to turn traditional segment-centric direct marketing on its head. By monitoring customers’ ongoing Web activity and immediately reacting to any significant changes in visit behaviors, marketers now can micro-target communications to an audience with an immediate need or demonstrated attrition risk.
Scotiabank and Frederick’s of Hollywood mix media to propel customer interaction. Long before the Internet, direct marketing companies practiced multichannel marketing, especially business-to-business firms. But this layered communication approach was more about pushing sales messages to prospects and customers than it was about being accessible and ready to take sales or questions at the prospect’s or customer’s convenience. As the industry continues to realize, the Internet has completely transformed the direct marketer/customer relationship. By pairing e-mail and the Web with offline media, direct marketers are able to develop compelling campaigns that offer recipients the ultimate in communication choices. Benefits of Channel Coordination For Michael
By Hallie Mummert Do you manage campaigns via an Excel spreadsheet and e-mail, or worse, a wall chart and a Magic Marker? With the need to operate in more than one channel for share of market and share of customer, it's getting harder to execute multiple campaigns without the aid of a sophisticated software tool. The following is a roundup of campaign management software solutions available to direct marketers. The only criteria for inclusion was that the product offer a component for direct mail campaign management; however, it could also handle e-mail, telemarketing, and other forms of marketing communication—which most do. While this is
By Carol Eberhardt The last five years in business have been a wild ride. The market placed a high premium on cutting-edge ideas, as emphasis shifted away from the less glamorous fundamentals of business strategy and effective execution. In the process, many start-up companies with brilliant concepts learned a lesson—the hard way—about the importance of sound business strategies and delivering on promises. Meanwhile, companies with clear vision, core strategies and strong business fundamentals are surviving the mayhem and continuing to capitalize on marketplace opportunities. Clear-cut performance matters now more than ever. And delivering that performance depends on having the right strategy and
What's a financial institution to do when it has reached a plateau in its current market? That was the situation Dallas Teachers Credit Union (DTCU) found itself in last year when it realized it had little room for growth. But its status was even more critical. It knew it might never expand much beyond its current 147,000 members, or at most its projected top level of 250,000 members, without a change to its charter. You see, the credit union was chartered as an occupational group in 1931 and could not offer its services outside the education market. "We had hit the ceiling of