Unica signs alliance agreement with SDL Tridion

Unica Corporation (Nasdaq: UNCA), a leading global provider of software for enterprise marketing management (EMM), has signed an alliance agreement with SDL Tridion. Through the agreement, SDL Tridion’s Web Content Management System will be integrated with Unica’s NetInsight® analysis software. Joint customers will be able to provide website visitors with targeted content, based on their online behavior.

Joint customers profit from integration of Unica’s web analysis software and SDL Tridion’s Web Content Management Systems

The integration of SDL Tridion’s and Unica’s software offers marketeers a unique solution for online communication. With intelligent behavior analysis, it is possible to determine which content a visitor is looking at and which information is most relevant. In this way, marketing professionals can offer content pages dynamically and adjust their marketing activities to their target groups.

To improve the ease of use of the combined solution, SDL Tridion developed a special NetInsight Enabler. This allows for adding a tagging code on an SDL Tridion page template. Unica uses this tag to track and analyze the browsing behavior of a visitor. The link between the Web Analytics Enabler with a web content management system makes it possible to push personalized content. When someone visits a certain part of a site regularly, the company can make a targeted offer. If that customer, for example, is searching for information on a credit card, the information on the site is adjusted, the customer gets an email and will get a message on an ATM when he withdraws cash. In this way, companies can maximize the return of a cross-channel marketing activity.

“With the integration of our solution and Unica’s web analysis software, we forge two mature worlds together,” says Erik Aeyelts Averink, President at SDL Tridion. “We were looking for an ally with powerful web analysis software for marketing purposes. Unica has the broadest marketing platform available and one of the most web advanced analysis solutions; Unica is the right solution for us. Together we offer companies a quick return on the capabilities of web analysis.”

“The combined technologies of Unica and SDL Tridion offer website visitors an improved online experience,” says Marcel Holsheimer, VP Marketing EMEA at Unica. “The Unica software tracks the web behavior and the SDL Tridion software offers dynamic content. Unica will also advise SDL Tridion on which content offers the best marketing results and where to put it on their website. This partnership is multi-faceted.”

The Unica NetInsight Enabler is available for free download on the SDL Tridion website.