Fine-Tuning The Marketing CampaignFine-Tuning The Marketing Campaign

Saying that companies want to get more out of their marketing campaigns in a sluggish economy, Unica Corp. has rolled out a new release of its Affinium marketing-management app. Affinium 5 is designed to better target campaigns and managing marketing content.

The software's new campaign optimizer is designed to help marketing managers determine the strategies that better balance business goals against constraints such as resources and privacy protection. The update provides a way to centrally manage, store, track, browse, and review digital assets like Web content.

Affinium 5 also has new E-mail marketing capabilities and customer-behavior-analysis reports. The release is expected to ship in December with an average price of $500,000.

Wells Fargo & Co. is using an earlier version of Affinium to analyze customer data in its proprietary database of 118 million current and potential homeowners. It also uses it to manage marketing campaigns operated by its consumer-credit group. Executive VP Sylvia Reynolds says the software allows the group's marketers to spend less time designing campaigns and more time analyzing data. The financial-services company plans to begin testing Affinium 5 next month.