Marketing and Advertising Professionals Identify Enterprise Marketing Software as the Critical Factor for Continued Success; Independent Consulting Firm Survey Commissioned by Unica Identifies Key Challenges and Technology Perceptions

Business Wire, August 14, 2006

WALTHAM, Mass. -- According to a new Forrester Consulting survey sponsored by Unica(R) Corporation (Nasdaq:UNCA), a global provider of Enterprise Marketing Management (EMM) solutions, brand-oriented marketers cite the importance of enterprise marketing software as the next critical factor to their success. The survey entitled "The Role of Enterprise Software in Brand Marketing" polled senior communications and brand-focused marketing professionals from companies with revenues in excess of one billion dollars - across a variety of industries - and found several common themes about the challenges and pressures they face in their day-to-day marketing operations.

The survey generated responses from more than 100 marketers at the director, vice president and CMO levels, with 80 percent claiming responsibility for their companies' advertising, media and brand identities. According to the survey, the top three challenges cited by these brand leaders were:

1) Measuring advertising and brand impact

2) Managing marketing activities

3) Providing visibility into marketing activities

While more than half of the respondents described technology as a "necessary evil," even more confirmed their plan and need to use technology to address these top challenges. More specifically, 78 percent of respondents agreed that "technology is vital to their success" and 77 percent stated that enterprise marketing software(1) could help address their current challenges. In fact, two-thirds of those surveyed confirmed that they have and own budgets for marketing software or related technology service needs, not their IT departments. The average 2006 budget for the companies participating in the survey was 2.3 million dollars.

Respondents in the survey shared common requirements for the technology they would employ, including:

--Ease of use and integration as part of the design

--Limited need to involve IT experts

--Clearly defined value proposition for cost savings and process efficiency

"The findings of this survey closely align with the challenges our company faces, resulting in our decision to adopt an enterprise marketing software solution," said Linda Kollofski, Vice President Domestic Marketing at CNS, Inc., a new Unica customer. "With two trusted consumer health brands under our management - the Breathe Right and Fiber Choice brands - we believe that utilizing technology will help us easily view and better manage our marketing activities. We hope that enterprise marketing software will enable us to increase speed and efficiency in our marketing efforts."

Focused on the current and future needs of marketing professionals, Unica offers Enterprise Marketing Management (EMM) software to help organizations transform their entire marketing process - across brand, internet, and relationship marketing operations - to reduce costs, boost productivity and grow revenue. Unica's core EMM offering, Affinium(R), provides robust customer and web analytics, event-detection, campaign management, lead management, and marketing resource management capabilities. Affinium has helped marketers around the world achieve the common goal of driving a more customer-centric business while managing the pressures of increasing marketing complexity and delivering improved revenue and measurable results.

"It is clear from the Forrester Consulting survey commissioned by Unica that enterprise marketing software is no longer just for database and internet marketing. With the proliferation of media outlets and marketing channels, all marketers are seeking solutions to increase the efficiencies of their operations and deliver the optimal mix of communications to each audience," said Carol Meyers, senior vice president and chief marketing officer, Unica Corporation. "Unica solutions are designed specifically to address the needs of marketers - enabling visibility, management, and measurement of marketing initiatives across multiple channels."

(1) Forrester Consulting defined enterprise marketing software to survey respondents as "application software that facilitates the marketing process and helps marketing reduce costs, boost productivity and grow revenue - across brand, interactive and direct marketing operations."

About Unica

Unica Corporation is a leading global provider of Enterprise Marketing Management (EMM) software designed to help businesses increase their revenues and improve the efficiency and measurability of their marketing operations. Unica focuses exclusively on the needs of marketing organizations and its Affinium software addresses the principal functions of EMM including marketing and customer analytics, demand generation and marketing resource management. More than 400 companies in a wide range of industries use Unica software to manage the complexities and processes of marketing and to facilitate the operations of a customer-centric business. Unica's customers include ABN AMRO, Capital One, Choice Hotels, Comcast, Lands' End, Nordstrom, Reader's Digest, Scotiabank and Vodafone. Unica has offices across the United States, including its corporate headquarters in Waltham, Massachusetts, as well offices in the United Kingdom, France, Germany, Singapore and India. For more information, call 781-839-8000 or visit www.unica.com.