IBM Campaign (formerly Unica) Ratings & User Feedback

(30) 6.9 of 10

Software Profile & Review Summary

IBM Campaign (formerly IBM Unica) is a broad-based enterprise marketing operations platform that includes Marketing Automation capabilities along with marketing operations capabilities (budget and forecasting, project workflow management, asset management, brand management and spend management). Note that IBM has transitioned away from the name Unica. Part of IBM's Marketing Solutions portfolio, it's geared towards large B2C customers and is available as either a SaaS or an on-premise offering. In general IBM Campaign scores below the Marketing Automation average, but is roughly on par with the overall experience metrics for other complex, enterprise MA tools. It scores highest in usability (8.0). While below average compared to Marketing Automation products in general, IBM Campaign's usability rating matches or exceeds most other enterprise solutions.

*From CrunchBase
**Based on comparisons run by visitors on TrustRadius
***Based on (12) User reviews of IBM Unica on TrustRadius
Company Status: Public
Customers: 8,000+ (IBM Marketing Solutions)
Employees: About 400,000 (IBM)
Location: Armonk, NY (IBM)
Founded: 1992 (Unica)*
Acquisitions: Acquired by IBM in Oct. 2010*
Integrations: >1,000 included in IBM Commerce's partner program
Most compared to**: Adobe Campaign, Silverpop Engage, Salesforce, Teradata Integrated Marketing Cloud
Best fit for***: B2C enterprise power-users who want to customize and then reuse objects, and who are interested in leveraging predictive analytics.

IBM Campaign Customer Demographics*

IBM Campaign customer demographics - company size
*Customer demographics data is drawn from user profiles and User reviews of IBM Unica on TrustRadius. Data may not be available for all reviewers.

Summary of IBM Campaign Reviews

Source: (12) User reviews of IBM Unica on TrustRadius, (4) written or updated in the last year
IBM Campaign Pros IBM Campaign Cons
  • Unica Campaign is effective for list pulls, complex segmentation and scheduling.
UI design and product complexity
  • The user interface is dated and the overall product design is very complex and requires extensive training.
  • Users liked that any part of a campaign could be made into a template, so that workflows and objects can be standardized and reused. A few cautioned that template maintenance is key.
Toolkit functionality
  • Some modules, like Web Analytics and Distributed Marketing, are less effective and less reliable than competing tools.
Predictive analytics
  • The Predictive Insights module is powerful and effective.
  • IBM Campaign is a huge investment, both in terms of product price and implementation/training time and resources. While some users said the investment was worthwhile, others described costs as frustrating or prohibitive.

Aggregate User Ratings of IBM Campaign on TrustRadius

IBM Campaign aggregate ratings in 2016 Marketing Automation Buyer's Guide

IBM Response to Reviewer Feedback

IBM has made significant investment in UI and UX including hiring new talent, conducting extensive Design Thinking training and expanding the beta and UI testing programs. Product capabilities recently released including journey designer reflect the new UI and UX now being rolled out across the portfolio.

IBM provides marketers with a full customer experience analytics suite expanding beyond traditional digital analytics to include customer experience, cognitive and predictive analytics.