September 28, 2006, 12:00 AM

Unica gains ground among retailers in web analytics

Since acquiring Sane Solutions in March, Unica has signed up several new customers, including American Eagle Outfitters, and in August rolled out a new integrated web analytics tool.

Unica Corp. has gained momentum in the web analytics market since its acquisition of Sane Solutions in March.

The company has signed up several new customers, including American Eagle Outfitters, eTelic Inc., Rohm and Haas and The Vermont Country Store. “The Internet plays an essential role in acquiring, retaining and growing the value of customers, whether a business serves consumers or other businesses,” says Unica co-founder and CEO Yuchun Lee. “By developing open, flexible solutions and incorporating web analytics into our enterprise marketing management software suite, we have closed the gap between online and offline customer interactions and are uniquely delivering a complete end-to-end marketing automation solution for our customers.”

Unica acquired Sane Solutions in March in a cash and stock deal valued in the range of $26 million to $28 million. The combination creates a single source for web analytics and cross-channel marketing software, and supports what is an increasingly integrated cross-channel approach to marketing at multi-channel retailers. Unica’s solution already provides marketers with campaign attribution across channels, but the integration of Sane Solution analytics will also pull clickstream data into the analysis, says Carol Meyers, Unica’s chief marketing officer.

In August, Unica rolled out Affinium NetInsight, an enterprise-level web analytics application. Affimium NetInsight was developed with an open and extensible data architecture that facilitates the direct integration of web analytics data with other data without requiring additional APIs or adaptors. As customers increasingly turn to online sources for research, comparison shopping and purchasing, it is critical that information once siloed in proprietary web analytics solutions is incorporated into the cross-channel analysis of customer preferences and interactions,” says Lee.


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