Starwood to Improve Marketing Effectiveness with Unica’s Affinium Suite.

Starwood Hotels & Resorts Worldwide has increased its investment in Unica`s Affinium software to improve the effectiveness of its marketing initiatives.

Leveraging Affinium to target the right customers, at the right time, with the right offer, Starwood will be able to quickly deploy marketing campaigns designed to increase loyalty and promote special offers to its customers.

Unica`s Affinium solution provides marketers with a powerful and flexible marketing tool. Because the solution works with an organization`s existing data and IT infrastructure and does not require a campaign-management specific data mart or data models, organizations can rapidly deploy Affinium, accelerating return on investment. Affinium`s Universal Dynamic Interconnect technology can connect large organizations simultaneously to multiple existing databases, including flat files, providing users with unmatched flexibility in leveraging a breadth of available data. Affinium also enables marketers to understand and predict customer behaviors, create intelligent customer dialogue, and implement consistent personalization for increased revenue and profit. Affinium`s deep functionality can help solve specific marketing problems throughout the complete customer life cycle. For example, Starwood will be able to leverage the solution to make targeted, last minute travel offers to help boost hotel occupancy.