Unica Corporation announced that RBC Royal Bank has selected Affinium software to automate the development and execution of the bank’s targeted marketing campaigns for its Visa credit card customers in Canada. Unica is an award-winning provider of customer analytics and marketing automation solutions.
As a modular, cross-channel marketing automation solution, Affinium can execute targeted direct mail, statement insert and telemarketing campaigns. Affinium provides time and cost savings and offers greater flexibility for future business use. This allows marketers and technical staff to do their jobs faster and easier, and it frees marketers to focus on strategy and segmentation.
“Affinium met RBC Royal Bank’s requirement to support multiple platforms, including IBM’s DB2 and NCR’s Teradata databases,” said John Katsoris, senior manager, marketing science, Cards Services at RBC Royal Bank. “Unica’s background in analytics and customer references also was an important factor in the selection of Affinium.”
Unica’s Affinium required no custom programming, allowing the bank to continue using its current, proven target marketing processes. It took approximately one month for Unica and RBC Royal Bank to install Affinium and create and validate the results of two marketing campaigns.
“RBC Royal Bank is a customer-centric organization with sophisticated marketing requirements,” said Yuchun Lee, co-founder and CEO of Unica. “As a company focused on customer success, we are pleased to help the bank’s efforts to provide relevant marketing for its customers. Affinium’s strength, openness and scalability allowed us to implement the system quickly for RBC Royal Bank. We are dedicated to providing the most open and flexible marketing and analytic solution available.”
About RBC Royal Bank
RBC Royal Bank is the personal and commercial banking division of RBC Financial Group, the brand name used by Royal Bank of Canada (TSE, NYSE: RY) and its subsidiaries. Royal Bank is Canada’s largest bank as measured by market capitalization and assets, and is one of North America’s leading diversified financial services companies. It provides personal and commercial banking, wealth management services, insurance, corporate and investment banking, and transaction processing services on a global basis. The company employs more than 58,000 people who serve more than 12 million personal, business and public sector customers in North America and in some 30 countries around the world. For more information, please visit www.royalbank.com.
Unica, a provider of award-winning analytical CRM and marketing automation solutions, helps leading businesses implement one-to-one customer interaction strategies that communicate the right message to the right person at the right time – whatever the channel. Affinium, Unica’s modular, cross-channel marketing suite, delivers deep functionality for data mining and predictive modeling, customer interaction and campaign management, reporting, and real-time personalization. Hundreds of businesses worldwide rely on Unica’s software, services, and expertise to build profitable customer relationships and achieve marketing success. Headquartered in Lincoln, Mass., Unica is privately held with offices throughout the U.S. and a network of distribution partners in Europe, South Africa, and South America. Its customers include Lands’ End, Bank of Montreal, Fingerhut, Merck-Medco, ABN AMRO, United Parcel Service, Marriott, Scotiabank, and AOL-AAdvantage. For more information, call 781-259-5900 or visit www.unicacorp.com.Details