UK banking group HBOS is extending its use of Massachusetts-based Unica's marketing management software Affinium to include its card services business.
HBOS, which currently uses Affinium at its retail banking unit, is rolling the system out to ten staff across the marketing and risk divisions of HBOS Card Services to develop, test and execute marketing campaigns directly.
Unica says the software will provide more accurate contact selections for campaigns and accelerate the time to market for campaigns.
The product replaces manual and semi-manual systems for campaign management where marketing staff were reliant on IT support for planning and executing campaigns. Affinium will work across a new marketing datamart containing around five million accounts and 400 million customer transactions.
Sara Hobbs, head of customer database, HBOS, says the software will lower costs of campaign production and help boost conversion rates: "HBOS Card Services executes 10 to 15 campaigns each month and Affinium will enable us to provide customers with a more personalised service through our campaigns and react to opportunities more quickly."
She adds that HBOS is working towards making Affinium its sole marketing selection tool for all core branded direct marketing.