Unica Corp.

Marketers that use interactive data effectively — tracking each person’s clicks, opens, purchases, views, com­ments, etc. — can engage individuals with communications tailored exactly to them, at convenient times and in manners they prefer, to boost conversions, revenues and profitability.

Time and teamwork: Such variables remain crucial to achieving broad marketing goals, according to a new study done by AMR Research for Unica Corp., a provider of enteprise marketing management software. ¥ Sixty-one percent of the 120 marketers surveyed said they lack confidence that their marketing resources and dollars are being used efficiently. Most respondents cited lack of coordination between departments and time constraints that inhibit their ability to focus on marketing objectives. ¥ Only about 40 percent of marketers say their companies have the ability to deliver targeted marketing offers during customer service interactions. ¥ And only 34 percent say they deliver consistent