Unica Marketing Operations

Streamline marketing processes and improve marketing management

With IBM® Unica® Marketing Operations, marketers increase their efficiency by gaining better control over their budgets and processes. Unica Marketing Operations helps marketers align resources to objectives, streamline production processes, track budgets and expenses, and improve team collaboration.

Unica Marketing Operations offers features that:

Bring the work of those who plan campaigns and those who execute them together into a single, collaborative environment.
Manage all aspects of marketing expenses from cost center definition to purchase order generation to invoice processing.
Define budgets, create budget versions and compare before finalizing define performance objectives, then adjust plans as needed over time and see the impact of dialing spend up and down.
Manage all of the organization’s digital assets in a secure asset library with powerful custom attribute tracking, graphical views and version control.

Integrated campaign planning and execution

Drive better marketing results by better insight, oversight and management of all aspects of marketing.
Reduce cycle time of marketing campaigns and programs, getting them into market faster, without sacrificing quality and results.
Boost marketing productivity by managing the complete offer lifecycle: create, approve, publish, and retire.
Boost the effectiveness of cross channel programs and improve collaboration between marketing teams.
Spend more time on creative and strategic work and less on managerial administration.

Expense management

Reallocate resources easier from underperforming to performing initiatives.
Decrease the number of duplicated efforts on the part of external agencies and other vendors.

Budgeting and forecasting

Use the Unica Marketing Operations financial management tools for budgeting, forecasting, committing and tracking actual costs.
Track budgets and expenses closely enough to ensure you are investing optimally without slowing everything down.
Ensure that you are maximizing spending by analyzing different budget versions.
Achieve greater visibility into and control over marketing budgets and expenses and lower costs.

Digital asset management

Promote greater re-use of marketing assets, data and information, lowering costs and promoting best practices.
Provide an efficient user experience through a common interface with dashboard views of information across product lines.
Achieve greater efficiency with fewer bottlenecks and better resource scheduling.
Integrate with enterprise content management systems for global and localized access to enterprise assets.

The marketing calendar in Unica Marketing Operations makes it easy for marketers to track and manage all aspects of their marketing plans, programs, and projects.

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Unica Marketing Operations resources

White paper: What is MRM, and why are marketers investing in this technology
MRM is software that systematically addresses marketers' requirements for better planning, budgeting, process management, and tracking.

Analyst report: Magic Quadrant for CRM Multichannel Campaign Management
Gartner describes the activity of the leading multichannel campaign management (MCCM) vendors in 2011, where IBM is defined as a Leader.