Liberty Group Rapidly Implements Unica-TM- Corporation's Affinium-TM- to Optimize Marketing...

Business/Technology Editors

LINCOLN, Mass.--(BUSINESS WIRE)--July 22, 2002

South Africa's Third Largest Insurance Company Utilizes Leading

Enterprise Marketing Management Solution Following Two-week

Implementation

Unica Corporation, a worldwide provider

of award-winning enterprise marketing management (EMM) solutions, today announced that Liberty Group Limited has implemented Unica's Affinium to more effectively analyze and utilize customer data for proactive marketing initiatives. Liberty, a South African financial services organization that focuses on developing, marketing and managing a comprehensive range of investment and insurance products, reports positive results and improvement in all its metrics since implementing Affinium last fall.

Based on the results of a seven-month pilot period, during which 50 Liberty sales agents leveraged Affinium to successfully conduct 30 targeted marketing campaigns, Liberty plans to roll the solution out to 200 sales agents and 100 call center agents over the next few months and gradually to additional agents thereafter. Faced with new competitive challenges, and a desire to offer a broader range of financial services to its high-net-worth customers through current distribution channels, Liberty will leverage Affinium to develop highly targeted marketing campaigns based on greater, more centralized knowledge of its customers.

Using Affinium, Liberty representatives will be able to better understand and anticipate customer behaviors and preferences, enabling agents to successfully target customers with personalized marketing strategies, services and interactions. Prioritizing service offerings for each customer enables Liberty to maximize its marketing and sales efforts, generate higher customer value and increase revenues by bundling and cross-selling services.

"After evaluating a number of leading vendors, we selected Affinium for its state-of-the-art functionality, ease of operation by non-technical business users and its ability to easily integrate with our existing IT structure. Because our business group was able to implement Affinium quickly, we've already made significant progress toward our goal of building a long-term marketing strategy," said Alistair Dry, head of client strategy and marketing development for Liberty Personal Benefits. "The results we've seen and anticipate from Affinium have opened the doors to additional revenue from existing customers and increased our understanding of the link between customer relationships and business operations. Unica's round-the-clock support and willingness to work with our staff remotely were also important reasons for choosing Affinium. However, we soon learned that Affinium requires virtually no support."

"Affinium continues to prove that sophisticated, high impact marketing programs can become a reality in a short period of time, delivering results that are measurable and attractive to global leaders in the financial services industry," said Yuchun Lee, Unica CEO and co-founder. "With Affinium, organizations like Liberty Group are discovering new ways to generate additional revenue from existing customers as well as provide a tangible means to measure marketing ROI."

About Liberty Group

Liberty Group Limited is a progressive financial services group that adopts a sophisticated approach to providing financial solutions. Liberty seeks to be the preferred supplier of, and point of access to, quality, value-added financial and associated services among high-net-worth South Africans. Liberty Group boasts high levels of security and good governance supporting its various obligations to its investors. Superior investment performance in relation to the clients' risk tolerance is of paramount importance to the Group and all major asset classes are managed to achieve this result. For more information, please visit the company's web site at http://www.liberty.co.za.

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, Merck-Medco, 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, 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.