The Oklahoma Publishing Co Selects Unica's Affinium

The Oklahoma Publishing Company (OPUBCO), owner of the state's largest newspaper, The Daily Oklahoman, has jumped on the latest trend for increasing advertising revenue. The publisher has selected Unica Corporation's Affinium to expand its traditional broad base print advertising offerings with targeted direct mail services for its advertisers. Affinium will allow OPUBCO to automate direct marketing campaigns for its advertisers, enabling them to develop personalized relationships with the paper's nearly 300,000 subscribers through tailored direct marketing messages. Unica is an award-winning provider of analytical CRM and marketing automation solutions.

Following an extensive review, OPUBCO chose Affinium because the product's data mining and predictive modeling capabilities will enable the company to analyze and predict customer behavior to improve the effectiveness of sales and marketing efforts. According to OPUBCO spokespersons, the product's robust functionality, analytics and flexibility were key reasons for its selection. Affinium's ease-of-use in developing automated, cross-channel marketing campaigns was also cited as a significant benefit.

"Affinium is a highly sophisticated solution that gives us the ability to perform detailed segmentation and tailor our marketing and promotional efforts, but is also easy for our marketers to manipulate," said David Thompson, Advertising Director, for OPUBCO. "Affinium provides us with the right balance of functionality and flexibility technologically, while at the same time enabling us to meet our financial objective of creating a new source of revenue. We expect the product to have an immediate impact on our customer relationships and the marketing programs we develop for our advertisers."

Unica's Universal Dynamic Interconnect (UDI) technology provides the flexibility within Affinium's architecture that is behind OPUBCO's decision to purchase the product. UDI enables the Affinium Suite to easily integrate with multiple data stores such as data marts, warehouses, and flat files, and with customer touchpoint systems such as sales force automation, contact centers, Websites, and other customer channels. Unica's open architecture enables companies to rapidly integrate the solution, demonstrate measurable return on investment, and adapt quickly to evolving data infrastructures and business requirements. This functionality was of particular interest to OPUBCO -- a customer-centric organization storing more than 500,000 records across multiple data sources.

"We were impressed, not only with Affinium's capabilities, but with the knowledge and professionalism the Unica team displayed," added Clydette Womack, Direct Marketing Manager for OPUBCO. "The vision and understanding of marketing campaigns that Yuchun Lee, co-founder and CEO of Unica, demonstrated made us feel extremely comfortable with our decision to go with Unica."

"OPUBCO is a forward-thinking organization that shares our vision for enhancing customer understanding and loyalty through predictive analytics and customer-focused marketing," stated Lee. "Affinium provides them with a powerful tool for developing personalized programs that optimize customer relationships and deliver significant return-on-investment."

About OPUBCO

Dedicated to building a better Oklahoma, the Oklahoma Publishing Company has a long and comprehensive history of community involvement, participation in civic activities, and financial support in Oklahoma's educational, civic and social infrastructure. The Daily Oklahoman is read by nearly 7 out of 10 adults in the Oklahoma City 6-county Metro Area while The Sunday Oklahoman reaches 77% of metro adults. The paper's total audited circulation is over 210,000 daily, and just under 300,000 on Sundays. Located just 260 miles south of the geographical center of the continental United States, Oklahoma City is home to more than one million people and is ranked the nation's 7th largest city in land size.

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 Lands' End, Bank of Montreal, Fingerhut, Merck-Medco, ABN AMRO, United Parcel Service, Marriott, Scotiabank, and AOL-AAdvantage. For more information, call 781-259-5900 or visit www.unicacorp.com.

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