Briefs

Unica™ Corporation Receives U.S. Patent for Data Mining Technology Unique Visualization Tool Provides Real-Time Results of Automated Modeling Process

LINCOLN, Mass. - August 13, 2001 - Unica Corporation, a leading provider of analytical CRM and marketing automation solutions, has been awarded a patent for technology it developed that provides a unique, graphical presentation of complex modeling results.

Unica's patented technology, which permits users to monitor multiple models as they are being built, offers an intuitive visual interface for understanding the predictive value of the best models - from literally thousands of permutations - for any given situation. The patent, No. 6.269.325, for the "Visual Presentation Technique for Data Mining Software," was approved by the U.S. Patent Office on July 31, 2001. Unica's patented capability replaces the traditional static "lift chart" - a graph depicting the predictive value of a single model over random chance - with a dynamic view that shows the results and effectiveness of multiple models simultaneously. Unica's technology tracks the top model performers automatically, allowing users to compare, in real-time, the performance of models as they are automatically built and optimized by Affinium Model software.

"Marketing today must work at the speed of the Internet-based economy. To increase marketing productivity, we designed a way to automate the 'tuning' of models to maximize performance. Affinium Model uses intelligent search techniques to converge on the best solution within and across algorithms. It also allows users to decide how many results they want to see on the screen at once so they can compare outcomes," said Yuchun Lee, Unica's CEO. Lee developed the patented technology in conjunction with Ruby Kennedy, vice president of consulting services. The two are co-founders of Unica.

Prior to using Affinium Model, Credit Union of Texas typically received a one percent response rate from leasing direct mail campaigns with over 150,000 prospects. With Affinium Model, a similar campaign targets only 15,000 prospects and achieves a 4.5 percent response yielding $510,000 in annual revenue from just one campaign. As a result, the Credit Union of Texas has reduced its per customer acquisition cost by 78 percent.

Scott E. Bailey, executive vice president at Targetbase Marketing claims that by using Affinium Model his analysts were able to reduce the time it takes to build accurate and effective models by 40-50 percent. Bailey feels this efficiency allows Targetbase analysts to spend more time on what clients truly value - the interpretation and insight that is gleaned from these models. Because of Unica's superior technology, he feels Targetbase can deliver a better, more comprehensive solution without extending the timing or increasing the cost of the deliverable, thus creating a true value-add for clients.

For more information, visit www.unicacorp.com.