Why would I buy IBM Campaign when there are so many others around that might be just as good but are probably much less expensive?

Whilst this is a new reply to an old question, this is something we still hear regularly. We support multiple MA platforms and are fully aware that not all "Enterprise" Marketing Automation platforms do the same job, so it's imperative to evaluate your business requirements against the appropriate platforms. Common indicators that often lead to choose Unica versus some other technologies: 1. Data cannot be stored in the cloud, this could be due to security policy or volume (Unica as an on-premise platform is comfortable with billions of transaction-level details) 2. You have complex segmentation strategies within a single campaign wave. (Unica can easily handle different target cell level strategies) 3. You need to perform complex data manipulation in order to fulfill your marketing objectives (Unica has it's own data manipulation language) 4. You need to read/output data to multiple data locations (Unica'd UDI platform allows the user to access multiple different data sources and types concurrently within a campaign wave) There are also limitations (at the time of writing March 2020): 1. Unica does not have an inbuilt digital channel (this is typically handled via data level integrations with other technologies) 2. Unica does require strong "martecheter" skills, these can be in short supply (those that get the best out of it understand data as well as campaign management) 3. Unica is a on-premise only platform (Although can be deployed in a cloud server environment Unica is absolutely not for everyone, it is typically used by larger enterprises that have complex data and segmentation requirements. (and most organisations are also surprised by how affordable it is over their 3-5 year capex cycle)