Executive Summary (This is a document excerpt)

The only Leader in our Forrester Wave™ evaluation of enterprise marketing platforms, Unica is tops because of its strong campaign management and usability. Unica also has the strongest strategic vision in the market and is focused on building out its marketing suite to support relationship marketing, Internet marketing, and brand marketing. The vendor is not best-of-breed across its complete offering, however. Its reporting, security, and user administration functionality needs improvement, and it is still evolving its planning and resource management, interaction management, and lead management capabilities. But because its solutions are well integrated and it has a proven track record of continual improvement, Unica is a no-brainer for direct-to-consumer firms that want an integrated suite that will grow with them over time.

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