Harte-Hanks Chooses Unica's Affinium Model

Worldwide direct and interactive marketer Harte-Hanks Inc has selected Unica's Affinium Model to enhance its existing analytical and modeling capabilities and its overall ability to help clients maximize marketing ROI. Unica Corporation is an award-winning provider of analytical customer relationship management (CRM) and marketing automation solutions.

"One of the hallmarks of our CRM solutions for clients is our ability to provide highly sophisticated analyses and models that help customers increase returns on their marketing investments," said David Blackwell, group vice president, CRM analytics, Harte-Hanks. "Affinium Model automates model building to a significant degree while delivering an impressive range of modeling techniques and algorithms. Although Harte-Hanks professionals always drive the building, testing and validation of our models, Affinium Model will allow us to streamline our analytic processes and focus to a greater extent on strategic issues for our customers."

"Customer analytics is key to predicting customer and prospect behavior," said Herb Edelstein, president of Two Crows Corporation, a leading data mining consulting firm. "It enables marketers to target their efforts to those people most likely to be receptive while reducing the clutter of unwanted solicitations."

Affinium Model, Unica's data mining software, provides statisticians, modelers, analysts, and marketers with tools to understand and anticipate customer behaviors and preferences. Affinium Model was recently named The Data Warehousing Institute's Pioneering Product of 2001 for Customer Analytics.

Harte-Hanks has purchased and will utilize all four Affinium Model modules: Customer Valuator, which predicts the monetary value and profitability of a particular customer; Market Segmenter/Profiler, which analyzes attributes that affect behavior; Response Modeler, which identifies individuals most likely to exhibit certain behaviors based on past purchases, demographics, and lifestyle data; and Cross Seller for prioritizing purchases for each customer and forecasting what he or she is likely to buy next.

"Like Unica, Harte-Hanks has always focused on how to apply intelligence to data to deliver meaningful results for its clients," said Yuchun Lee, Unica's co-founder and CEO. "The decision of Harte-Hanks to purchase Affinium Model reflects well on our product and its ability to meet the needs of companies seeking deeper, more profitable understanding of customers to deliver CRM success."

About Harte Hanks

Harte-Hanks Inc is a worldwide, direct and interactive services company that provides end-to-end customer relationship management (CRM) and related solutions for a host of consumer and business-to-business marketers. Harte-Hanks and its CRM integrated solutions use technology as the enabler to capture, analyze and disseminate customer and prospect data at all points of contact. The company's customer-centric models allow it to be the overall solutions provider for driving traffic to a Web site, call/contact center, or brick-and-mortar location. With premier specialized offerings - direct agency capabilities to marketing on demand services, Web page design to e-care, desktop database capabilities to systems integration, personalized direct mail to e-mail, software products to application service provider (ASP) solutions - Harte-Hanks provides practical implementation of technology and understands the needs of clients and their customers to deliver best-of-breed solutions. Visit the Harte-Hanks Web site at www.harte-hanks.com or call 800-456-9748.

About Unica

Unica, a provider of award-winning analytical CRM and marketing automation solutions, helps leading businesses implement one-to-one customer interaction strategies that communicate the right message to the right person at the right time - whatever the channel. Affinium, Unica's modular, cross-channel marketing suite, delivers deep functionality for data mining and predictive modeling, customer interaction and campaign management, reporting, and real-time personalization. Hundreds of businesses worldwide rely on Unica's software, services, and expertise to build profitable customer relationships and achieve marketing success. Headquartered in Lincoln, Mass., Unica is privately held with offices throughout the U.S. and a network of distribution partners in Europe, South Africa, and South America. Its customers include Merck-Medco, Lands' End, Bank of Montreal, Fingerhut, ABN AMRO, United Parcel Service, Marriott, Scotiabank, and AOL-AAdvantage. For more information, call 781-259-5900 or visit www.unicacorp.com.

Contact Beth Sulak, Unica Corporation, 781-259-5900, bsulak@unicacorp.com.