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Session Description:
Learn the
secrets needed to reap the benefits at the next level of
event-based marketing excellence: behavior-based marketing.
This session will cover how some financial organizations are
monitoring enterprise-wide customer behavior to identify
meaningful events and patterns at an individual level, and
then trigger 'right time' business actions accordingly –
before it's too late. Whether it's a missed regular deposit
trigger delivered to a relationship manager or an unusual
transaction alert emailed to a customer, timely recognition
and action increases cross-sell rates, improves customer
retention, and boosts overall customer profitability.
This session shows how to dramatically improve close rates
by supplementing your organization's current "propensity to
act" modeling efforts with "readiness to act" triggers. You
will understand the different technical approaches to
implementing an event-based marketing program along with the
strengths and weaknesses of each approach. You will learn
the three key aspects of an effective event-based marketing
– speed, openness, and ease of use – and how to implement
them efficiently.
This session is appropriate for senior financial executives
with responsibility for Retail Banking, Customer Loyalty,
Customer Acquisition, Customer Experience, Marketing, and
Strategy Groups.
About B.J. Morgan:
B.J. Morgan is
the Director of Unica Corporation's financial services
segment, which is responsible for understanding Unica's core
financial services segments; defining and delivering
appropriate, differentiated solutions; and implementing
go-to-market programs.
Prior to joining Unica, B.J. spent over six years in
financial services software product management and product
marketing at Pegasystems and PH Solutions; and over ten
years working for financial services providers.
He holds a BA from Hamilton College and an MBA from SUNY
Buffalo.
About Unica:
Unica® Corporation (NASDAQ: UNCA) is a
leading global provider of Enterprise Marketing Management (EMM)
software. Focused exclusively on the needs of marketers,
Unica delivers the most comprehensive EMM suite on the
market. Unica's Affinium® software streamlines the entire
marketing process for brand, relationship and internet
marketing – from planning and budgeting to project
management, execution and measurement. Offered on premise or
on demand, Affinium delivers key EMM capabilities including:
web and customer analytics, cross-channel lead and campaign
management, and marketing resource management. Unica's
solution uniquely provides a marketing system of record that
enables marketers to easily manage marketing information and
assets, rapidly assemble campaign components, and track
performance. Just as sales force automation has streamlined
sales operations, Unica's EMM solution is poised to
revolutionize marketing. Today, more than 500 companies
worldwide have adopted Unica's Affinium as their EMM
solution.
Founded in 1992, Unica is headquartered in Waltham,
Massachusetts, with additional offices in the US, Australia,
France, Germany, India, Singapore, Spain, and the UK.
www.Unica.com
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