Unica Corporation, together with its subsidiaries, provides enterprise marketing management software primarily in North America. It offers a set of integrated software modules under the ‘Affinium’ name, which designs the marketing process for direct, Internet, and brand marketing. The company’s software consists of six modules: Campaign, Plan, Detect, Leads, NetInsight, Model, Marketing Central, and Insight. Affinium Campaign allows marketing organizations to create, test, and execute customer interaction strategies across outbound and inbound touch points. Affinium Plan provides marketing operations and resource management capabilities that help marketers define, co-ordinate, monitor, control, and measure marketing program activities. Affinium Detect uses patented event-detection technology to monitor high-volumes of transactional data to identify changes in behavior over time that signal a need to interact with a customer for sales or service opportunities. Affinium Leads enables marketers to manage the qualification, distribution, and maturation of leads between marketing activities, as well as multiple sales channels, such as telesales, channel partners, and field sales. Affinium NetInsight collects, analyzes, and reports on Web site activity. Affinium Model enables marketing organizations to automate the creation of predictive models to determine customer response propensities, recognize customers at risk of attrition, identify customer behaviors, analyze customer attributes and preferences, discover cross-selling opportunities, and forecast customer value. The company also provides implementation, training, consulting, maintenance and technical support, and on-demand and managed infrastructure services. It serves customers in financial services, insurance, retail, telecommunications, and travel and hospitality industries. The company was incorporated in 1992 and is headquartered in Waltham, Massachusetts.