SEB replaces Valex with Unica’s Affinium for multi-channel campaign management

European financial services company SEB has purchased Unica’s Affinium software to replace its existing Valex campaign management software. SEB chose Affinium over three other products based on test results showing its superior functionally, fit within the company’s existing system infrastructure, and flexibility to support planned changes to the infrastructure. Unica’s extensive experience upgrading clients from Valex - marketing automation software from the former Xchange, Inc. - was a key factor in SEB’s decision. Unica has replaced more than 20 Valex systems globally across industries including financial services, telecoms, and business services.

SEB’s marketing analysis unit will use Affinium across a database of 2 million contacts. With Affinium, SEB will honour customer preferences, provide a full audit trail of customer communication and enforce business rules for around 480 campaigns each year. Affinium will serve as a central marketing and communications resource for the company’s four divisions: Retail Banking, Corporate and Institutions, Life Insurance and Asset Management. The solution will be used to manage campaigns across channels including branch marketing.

"We realised that we had to replace Valex in Autumn 2004. A decision had to be made fast. As we also needed to upgrade our database, the system we chose had to support both the existing database and the new Oracle platform that we are installing," explained Ann-Sofie Kempe, responsible for the Valex replacement project at SEB. "Experience with implementing from Valex was also important as we wanted it replaced as quickly and smoothly as possible."
Kempe continued: "Gartner, a leading IT market research firm, recommended four of the best marketing software platforms for our needs and Affinium came out on top following our in-house tests and analysis."

"We are confident that Affinium will provide us with enhanced functionality and better reporting than we had before, and that it will stand us in good stead for the future. We were also pleased that Unica offers a comprehensive marketing software suite, including marketing resource management, which several of the other vendors do not."

Sylvain Pavlowski, managing director of Unica EMEA, said, "Valex customers like SEB want an easy way to update their Valex infrastructure with a proven solution that will not only meet their needs today but also allow them to expand their use of technology to deliver the most effective marketing possible. Our successful replacement methodology provides reassurance, and Affinium’s open architecture means that existing data infrastructure is preserved. Additionally, while functionality is richer, the look and feel of Affinium’s interface is intuitive to learn and easy to use, encouraging user adoption and decreasing training time."

SEB will initially implement Affinium in Sweden with the potential for international roll-out at a later date

Become a bobsguide member to access the following

1. Unrestricted access to bobsguide
2. Send a proposal request
3. Insights delivered daily to your inbox
4. Career development