Epsilon, Unica Forge Partnership | Adweek
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Epsilon, Unica Forge Partnership

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BOSTOn—Epsilon has formed a partnership with software developer Unica to help clients create,analyze and per-sonalize marketing campaigns.

Epsilon of Burlington, Mass., will now offer clients the use of Unica's Affinium marketing management software.

The software provides for the coordination of multichannel campaigns, helping users track and analyze efforts across direct mail, e-mail, telemarketing and other media components. By analyzing data and segmenting the audience by factors such as demographics, credit history and past buying behavior, Affinium measures how well campaigns are performing.

Epsilon spent about six months reviewing a half-dozen potential partners before choosing to work with Unica of Lincoln, Mass. "We wanted a partner to understand the potential of the midmarket," or companies with $800 million to$1 billion in revenue, said Epsilon president Michael Iaccarino.

Epsilon views the deal as providing it one more point of entry with prospects and another service to sell to current clients.

The company works with Verizon, Hilton and other clients in the retail, financial services, technology and nonprofit sectors. It has about $160 million in revenue and 900 employees nationwide. Epsilon is also parent of Boston agency CGN Marketing and Creative Services.