Prudential Assurance Selects Unica Corporation's Affinium to Optimize Customer Relationships and...

Business/Technology Editors

LINCOLN, Mass.--(BUSINESS WIRE)--Sept. 23, 2002

Singapore's Top Life Insurance Company Chooses Affinium to Improve Multi-channel Customer Interactions and Develop Highly Targeted Marketing Campaigns

Unica(TM) Corporation, a worldwide provider

of award-winning enterprise marketing management solutions, today announced that Prudential Assurance has selected Unica's Affinium(TM) to strengthen its customer relationship management by more efficiently and effectively analyzing and utilizing customer data to develop highly targeted marketing campaigns to promote its products and services. Prudential Assurance, one of Singapore's top three life insurance companies, will leverage Affinium to support more sophisticated marketing strategies and customer interactions across all marketing channels including direct mail, email, inbound and outbound call center and adviser communications.

"We selected Affinium for its best-of-breed functionality and ease of use," said Lee Khai Nang, director of customer relationship management for Prudential Assurance Singapore. "Affinium supports our strategic marketing initiatives by enabling us to implement finely-tuned, highly automated marketing campaigns and increase our speed to execution. Ultimately, this will allow us to better serve our customers."

Affinium's deep, integrated analytics and powerful segmentation capabilities will enable Prudential to better understand and anticipate customer behaviors and preferences, allowing its advisers to successfully target customers with personalized marketing strategies, services and interactions. In addition, Affinium will strengthen Prudential's ability to bundle and cross-sell products and services by forecasting and prioritizing individual customer needs.

"To succeed in today's fast-paced competitive environment, businesses must continue to improve the effectiveness and measurability of their marketing. Affinium continues to prove that sophisticated, high impact marketing programs can become a reality in a short period of time," said Yuchun Lee, Unica CEO and co-founder. "Global leaders in the insurance industry, like Prudential, choose Unica's Affinium to improve customer communications and deliver more personalized marketing and service than their competitors."

About Prudential Assurance

Prudential Singapore is among the top three life insurance companies in Singapore and a wholly-owned subsidiary of UK-based Prudential plc, one of only 10 multi-line insurers in the world with an AAA rating for financial strength and over $408 billion of assets under management (as at 31 December 2001). Prudential manages Singapore's largest investment-linked insurance funds at $2.3 billion (as of 31 December 2001). Prudential Singapore is a National Productivity Award winner as well as a Singapore Quality Class company. It is also the first and only life insurer in Singapore to be named Asia's Life Insurance Company of the Year.

About Unica

Unica Corporation provides award-winning enterprise marketing management solutions for innovative companies that want to optimize customer acquisition and relationship management, streamline processes, and empower strategic planning for added profitability and marketing success. Based on an open, scalable architecture, Unica's Affinium Suite enables marketers to gather and analyze knowledge from multiple data sources; identify customer wants and needs; plan, execute and manage tailored programs for interactions through multiple touchpoints; and measure and optimize marketing effectiveness. Hundreds of businesses worldwide rely on Unica's software and services. Customers include Lands' End, Medco Health Solutions, Bank of Montreal, Nordstrom, ABN AMRO, Cintas, Scotiabank, Choice Hotels and Nationwide. Unica is a privately held, global company with offices in the U.S., London and Singapore, and a network of world-class partners, including Acxiom, Compaq Computer, Braun Consulting, Epsilon, IBM and PeopleSoft. For more information, call 781-259-5900 or visit www.unicacorp.com.

Unica, Unica Affinium, Affinium, Affinium Plan, Affinium Campaign, Affinium Campaign iX, Affinium Model, Affinium eMessage, Affinium Interact, Affinium Report, Universal Dynamic Interconnect, Interconnect Modules, Powering Marketing Innovation, Customer Value Maximization, MAP, and One-to-One Optimization are trademarks of Unica Corporation. All other trademarks are the property of their respective owners.