Epsilon, Unica Forge Partnership

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.