Unica Releases Enhanced Web Analytics Solution: Affinium NetInsight 7.1

Business Wire, Dec 5, 2006

Offers Real Time, Visual Exploration Analytical Capabilities;

Helps Marketers Analyze and Measure the Web 2.0 Customer Experience

WALTHAM, Mass. -- Unica[R] Corporation (Nasdaq: UNCA), a global provider of Enterprise Marketing Management (EMM) solutions, today announced the latest version of its web analytics solution, Affinium NetInsight 7.1. Innovative capabilities in Affinium NetInsight 7.1, including real time visual exploration capabilities, will enable online business marketers to optimize web sites and Web 2.0 applications with broader, more comprehensive analysis of customer behavior.

Unica's enhanced web analytics solution offers the industry's most user-friendly, intuitive graphical reporting and exploration capabilities. With Affinium NetInsight, marketers quickly access detailed insight and analysis of web site visitors' online activity and create custom reports with just the click of the mouse. The reporting allows companies to explore geographic, demographic and other relevant segmentation of customers to enable smarter decision making and marketing action. These visual exploration features provide a charted view of customers' online activity across web sites and even the most complex Web 2.0 Rich Internet Applications (RIAs).

"With the evolution of Web 2.0 and the more interactive, networked nature of the online customer experience, marketers are challenged with understanding their customers' behaviors across various distributed channels on the internet," said Akin Arikan, senior segment manager, Unica Corporation. "Measuring click-throughs to a company's web site is no longer a direct line and is insufficient for visitor-to-customer conversion metrics. Unica's web analytics solution continues to provide companies with new capabilities for reporting, measuring and analyzing customer data across the distributed internet channels, tying customer behaviors across otherwise disconnected visit sessions and times. Perhaps even more importantly, NetInsight's unique open data warehouse and built-in connectivity means internet behavior is tied to other channels for richer customer profiles and understanding."

Affinium NetInsight is a turnkey web analytics solution that may be purchased as software or as a hosted on-demand solution. The on-demand solution is fully compatible with Unica's on-premise solution, making it easy for organizations, as their needs change, to bring web analytics in house or switch to on-demand applications without loss of data or configuration customization. In addition, NetInsight's on-demand solution is the only on-demand solution available that offers users the ability to use page-tags, log-files or any combination of data collection. When marketers use web analytics in conjunction with other modules in Unica's Affinium Suite, they can integrate online and offline behavior tracking and analysis and improve campaign targeting and customer segmentation across multiple channels to truly optimize marketing effectiveness.

Some of the capabilities of Affinium NetInsight 7.1 include:

1. Visual exploration of top click paths through web sites and even complex Web 2.0 applications to help web analysts identify usability bottlenecks that cause visitors to abandon sites.

2. Ability to recreate any individual visitor's click path through Web 2.0 RIAs. This helps web analysts optimize RIA usability by providing real life, complete use cases.

3. Visual, map-based, exploration of visitor segments from different worldwide geographic locations (down to the city or postal code level) via Drill-Anywhere[TM] and Trend-Anything[TM], enabling marketers to understand usage patterns by geographic, demographic, and psychographic segments.

4. An enhanced overlay user interface that invites web analysts to define and overlay heat maps for any visitor segment in an ad-hoc fashion for exploring the segment's behavior.

5. An unprecedented richness of information about B-to-B site visitors that can be used to enrich and prioritize sales leads, improve lead follow-up and increase cross-sales opportunities. When coupled with Unica's lead management solutions, marketers can automate intelligent processes for converting web site visits to sales opportunities.

6. A small-to-medium business edition of Unica's flagship web analytics solution that introduces the industry's easiest to use "drag & drop" marketing user interface for companies that have less than enterprise-class web visitor or intranet volumes.

Affinium NetInsight 7.1 is available this month. Existing customers of Unica's web analytics solutions can take advantage of an automated upgrade from earlier versions. Available standalone or as part of Unica's Affinium Suite for Enterprise Marketing Management, Unica's web analytics solutions make it easier than comparable offerings for companies to turn insight into results - maximizing the value of internet and cross-channel marketing investments and optimizing the satisfaction of customers.

About Unica

Unica[R] Corporation (NASDAQ: UNCA) is a leading global provider of Enterprise Marketing Management (EMM) software. Focused exclusively on the needs of marketers, Unica's Affinium[R] software delivers key EMM capabilities, including: web and customer analytics, demand generation, and marketing resource management. Affinium streamlines the entire marketing process for brand, relationship and internet marketing - from planning and budgeting to project management, execution and measurement. As the most comprehensive EMM suite on the market, Affinium uniquely delivers a marketing system of record - a purpose-built solution through which marketers easily manage marketing information and assets, rapidly assemble campaign components, and report on performance. Unica's EMM solution is to marketing what sales force automation is to sales organizations. Today, more than 500 companies worldwide benefit from Unica's EMM vision.