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Goal-Based Marketing with Unica Journey



Marketing teams are shifting their in-market execution from a traditional “campaign” focus to wanting to deliver rich customer journeys. At the same time, marketing leaders are increasingly tasked with achieving specific targets for acquisition, conversion and sales. The challenge becomes not only getting the envisioned journey from post notes to production, but also being able to measure its effectiveness in driving the desired behavior.

In this special report, Unica Global Practice Leader Tom Hannigan Jr. introduces the goal-based marketing methodology and highlights how it can help marketers execute rich customer journeys across multiple channels, track milestone progress and make adjustments to journeys on the fly to reach daily/weekly/monthly goals.





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