HCL Unica Review.
Use Cases and Deployment Scope
I used Unica to deliver marketing campaigns for multiple clients. I found Unica very useful for preparing data segmentation for marketing campaigns, and it provides a rich, easy-to-use, and easy-to-understand interface; the Unica flowcharts are very simple. I have used Unica Campaign, Deliver, and Interact and found them to be a complete package for any organization.
Pros
- Unica is best at data segmentation. You can easily create your own derived segments. It’s easy to validate data.
- We can build and configures email templates very easily and add personalization in it.
- We have a lot of built-in features we can use for our clients, such as global suppression segments. Strategic segments.
Cons
- At present, we have a unified view of customer data, including both offline and online data in one place. Not sure whether this functionality is available in Unica now.
Return on Investment
- We excel at marketing campaign delivery. But in my past engagements, I have seen that clients are not purchasing all the modules from HCL. I have seen few clients are just preparing the audience through unica and they are using different tool to trigger the communication. Ideally, it should be an end-to-end Unica campaign. Because the main audience segmentation work is done in Unica, and the communication is triggered through another tool. Credit is shared from a tool perspective.
Usability
Alternatives Considered
Adobe Campaign, Adobe Experience Platform and Adobe Journey Optimizer
Other Software Used
Adobe Workfront, Salesforce Marketing Cloud Social Studio (discontinued)
