Unica's Affinium Suite and MarketingPilot's namesake product are highlighted in a discussion of increasing use of metrics by marketing as a way to inform CEOs of the return on investment (ROI) of marketing campaigns and other marketing methods. Todd Piett, senior segment manager for Unica, for instance, says technology can help with the creation of a more service-like marketing paradigm in which marketers can use such information as when clients call, comprehension of customer life-cycle triggers, and visibility into and measurement of everything on the creative and analysis side. MRM (marketing resource management) products can assist in dealing with marketers need for better planning, budgeting, process management, and for tracking of marketing initiatives with the goals of more streamlined processes and more free time for marketers to dedicate on strategy and understanding the needs of the customer. Lenox, for example, which had used a proprietary solution, adopted Affinium, which permits marketers to segment customers and launch marketing campaigns without the support of IT and with quicker time to market and better overall marketing productivity. MRM is for various types of companies, including technology companies such as Transeaster, Properties, a homebuilder. Transeaster's spokesperson says MarketingPilot is used to capture and evaluate data on sales in a specific community, how the budget was spent, and if more or less spending would have changed the observable results. An expert says another five years might pass before most marketers know about MRM, but the value of quantification in the marketing department is well worth the technology investment.