RBC Royal Bank is to use the Affinium software suite from Massachusetts-based Unica to automate the development and execution of its targeted marketing campaigns for Visa credit card customers in Canada.
Affinium is a modular, cross-channel marketing automation solution for the execution of direct mail, statement insert and telemarketing campaigns.
"Affinium met RBC Royal Bank's requirement to support multiple platforms, including IBM's DB2 and NCR's Teradata databases," says John Katsoris, senior manager, marketing science, cards services at RBC Royal Bank. "Unica's background in analytics and customer references also was an important factor in the selection of Affinium," he adds.
It took approximately one month for Unica and RBC Royal Bank to install Affinium and create and validate the results of two marketing campaigns.