SRC, LLC, a leading developer and provider of geographic business intelligence technology solutions, announces its strategic alliance with Unica Corporation. This alliance offers a combined solution for building and deploying Enterprise Marketing Management (EMM) solutions with improved customer identification, data integration, data quality and spatial intelligence.
Today most organizations are collecting data at every level of their business and in volumes that in the past were unimaginable. Adding to this complexity is how data is collected across the enterprise in different ways and often housed in silos that require a varied set of tools and application specific business rules for data transformation, classification, matching and integration. The keys to the success of the SRC and Unica offering is its inter-operability to access almost any database or data format with rapid processing speeds without compromising the deployment flexibility and usability of these applications across the enterprise.
The Enterprise Marketing Management goal of any corporation is to solve complex business challenges with fewer technology tools in order to achieve higher response rates from their targeted marketing campaigns, to gain insight into targeted markets and to improve marketing’s ability to attract new customers and reduce customer churn.
"Data quality capabilities are synergistic with a range of different technologies and applications including enterprise marketing management. It enhances their value and contributes substantially to corporate performance. Embedding data quality controls into all aspects of the environment is becoming a common requirement of business and IT professionals," said Ted Friedman, Gartner, VP Distinguished Analyst.
The integration of SRC’s Alteryx Enterprise with Unica’s Affinium® suite is a convergence of technology capabilities that deliver enhanced EMM opportunities for complex data transformation of the most difficult data problems. This enables marketers to obtain a more complete understanding of their customers. SRC’s Alteryx Enterprise is a sophisticated data profiling, spatial analytics, data transformation and geographic business intelligence technology platform. Unica’s Affinium software suite is a comprehensive set of integrated software modules that enable companies to integrate both on-line and off-line customer intelligence to execute personalized dialog with customers and improve relationship value.
"It has been said that the company with the ‘smartest data’ wins. SRC’s Alteryx is a best in class solution, which in conjunction with the power of the Affinium product suite, allows organizations and their users to take control of their customer and prospect data. This translates to immediate value for the marketer in terms of sustainably understanding customer behaviors and growing customer value — delivering a world class Enterprise Marketing Management System," said Fred Chapman, Director, Segment Management, Unica.
Source: SRC
