Commerzbank switches to Unica marketing platform

Commerzbank switches to Unica marketing platform

Germany's Commerzbank is implementing Massachusetts-based Unica's customer interaction and campaign management software, Affinium, which it will use to carry out targeted marketing campaigns.

Unica says its Affinium technology will enable Commerzbank to deliver precise, multi-channel marketing and introduce trigger-based and multi-stage campaigns.

Commerzbank will use the technology to identify significant customer events - such as unusually large deposits - which will enable the bank to respond with timely investment offers to customers.

Heiko Guethenke, head of customer analytics at Commerzbank, says: "Affinium will give us the flexibility we need for better campaign targeting while automating marketing processes for greater efficiency.

"As it connects directly with our data warehouse and customer contact points including the banking-agent front end and the customer e-banking front end, we will also be able to add additional channels such as email to our marketing activity."

Unica says Affinium was selected after an intensive evaluation involving products from several vendors and replaces Xchange's Valex technology at the bank.

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