Unica Makes A Strong Entry Into The Web Analytics Race by Megan Burns - Forrester Research

Unica Makes A Strong Entry Into The Web Analytics Race by Megan Burns - Forrester Research

Unica entered the Web analytics market with its purchase of Sane Solutions in March 2006. The move is part of the company's plan to build an Online Marketing Management platform as a complement to its existing Enterprise Marketing Management (EMM) suite. Affinium NetInsight rose to the rank of Leader in this evaluation, up from Strong Performer in our Q1 2006 review of the Web analytics market. It's a good choice for existing Unica clients and firms that want to buy licensed software for Web analytics. With its solid Web analytics platform, robust EMM suite, and deep understanding of the business of marketing, Unica has the potential to leapfrog ahead of the rest of the industry in the race to create the first full-function Online Marketing Platform.