UNCA Unica (MM)

Top marketers from around the world participating in the 2008 Marketing Innovation Summit (MIS), heard Unica Corporation CEO Yuchun Lee outline new best practices and trends that, he believes, will shape the future of marketing across industries and channels. Unica Corporation (Nasdaq:UNCA), a leading global provider of enterprise marketing management (EMM) solutions, hosted the annual event in New Orleans, �a city known for its perseverance and creativity � traits that all marketers can respect and understand,� commented Lee. Noting the continuing shift of power and control from the marketer to the customer, Lee stressed, �This change is systemic. It spans industries, cultures, and all types of businesses.� In his keynote address, Lee suggested that the ineffectiveness of traditional ways of marketing is causing more noise than ever, resulting in greater legislation and further efforts by consumers to opt out of what they perceive as intrusive �shouting.� To practice more responsive � and responsible � marketing, Lee proposed four new pillars of marketing practice � Personalization, Presence, Persuasion and Permission � to replace the old �Four Ps� (product, price, place and promotion). �To succeed in this new environment, marketing needs to transform itself into something so relevant to the customer that it feels like a service. The new Four Ps are essentially about the buying process, not the selling process. They�re about listening, first,� Lee said. Elevated responsiveness � through the improved use of online and interactive marketing practices � was a theme reflected in many of the presentations at the conference. Unica�s MIS 2008 drew a record crowd of nearly 700 attendees. Customers, partners, analysts and other participants took advantage of presentations on industry trends as well as more than 60 product, technology and best practice sessions on relationship marketing, internet marketing and marketing operations. This year�s Summit featured a record number of customers presenting case studies about their innovative use of enterprise marketing management technology. �Year after year, our Marketing Innovation Summit transcends expectations. MIS truly is an epicenter of marketing innovation, thanks to the many hundreds of talented and forward-thinking marketers who participate in this annual event,� said Lee. �We�re focused on ensuring that our customers achieve great results, and MIS is a perfect opportunity for them to share their successes with each other.� About Unica Unica Corporation (Nasdaq: UNCA) is a leading global provider of enterprise marketing management (EMM) software and services. The most comprehensive EMM suite on the market today, Unica's Affinium(R) software streamlines the entire marketing process from analysis and planning to project management, execution and measurement. More than 600 companies worldwide depend on Unica for their enterprise marketing management solution. Unica is headquartered in Waltham, Mass. with offices around the globe. For more information, visit www.unica.com. Note to editors: Copyright 2008 Unica Corporation. Unica, the Unica logo, Affinium, MarketingCentral, and NetInsight are registered trademarks of Unica Corporation. All other product names, service marks, and trademarks mentioned herein are trademarks of their respective owners. Forward-looking Statements The information provided in this press release above contains forward-looking statements that relate to future events and future financial performance of Unica. These forward-looking statements are based upon Unica's historical performance and its current plans, estimates and expectations and are not a representation that such plans, estimates, or expectations will be achieved. These forward-looking statements represent Unica's expectations as of the date of this press announcement. Subsequent events may cause these expectations to change; and Unica disclaims any obligation to update or revise the forward-looking statements in the future. Matters subject to forward-looking statements involve known and unknown risks and uncertainties, including volatility of stock price due to the difficulty in predicting operating results and the long sales cycle for Unica's software; failure by Unica to develop new software products and enhance existing products; failure to retain key staff; the potential that Unica software will not help a customer streamline its processes, spend less time executing its marketing programs or optimize its business results; and failure to properly protect Unica's proprietary rights and intellectual property. These and other factors listed in the Annual Report on Form 10-K for the fiscal year ended September 30, 2007 under �Risk Factors� could cause Unica's performance or achievements to be materially different from those expressed or implied by the forward-looking statements.