SOURCE: Alterian

October 12, 2007 14:13 ET

Alterian's New Contact Optimizer Pinpoints the Most Responsive Method to Reach Target Audiences Across Multiple Channels

Latest Addition to Alterian's Rapidly Expanding Marketing Platform to Debut at the DMA

CHICAGO, IL--(Marketwire - October 12, 2007) - Alterian (LSE: ALN), a leading global enterprise marketing platform provider, announced today the official launch of Contact Optimizer, an application that utilizes advanced algorithms to maximize the financial return on campaigns, while satisfying business rules and constraints to determine the best course of action for contacting an individual customer or prospect, across multiple channels and offers.

Contact Optimizer integrates with Alterian's marketing data infrastructure and is the first application of its kind to be seamlessly linked to analytics and campaign management. Additionally, the application manages optimization scenarios within the context of "real world" business constraints, where marketers can apply business rules covering such areas as mandatory communications, contact history rules, segment rules, ROI rules, channel capacity and budget limits. Marketers can take instant action on optimization scenarios by applying them into outbound campaigns.

As stated by Suresh Vittal, of Forrester Research, "Contact optimization is suited for high-volume direct marketing organizations that face the unenviable task of reconciling millions of customers, offers and channels with customer analytics, business rules, and contact policies to deliver the optimal message to each customer." (Understanding Contact Optimization Technology, Forrester Research, Inc., September 2006 Report).

"Contact optimization helps create a balance between financial objectives and constraints, enabling marketers to answer the golden question of what offer via what channel should be given to who and when," explains Joe Stanhope, Director of Global Product Marketing, Alterian. As online and offline channels become more tightly integrated, consumers become increasingly sophisticated, and the pressure for financial accountability of marketing becomes ever stronger. It is critical for marketers to optimize their campaigns across products, channels and offers, using the vehicles that are most likely to grab their targets' attention. Contact Optimizer goes beyond traditional segment based selection techniques to make decisions at the individual level. This further supports Alterian's drive to create a complete environment for true customer-centric marketing through the Alterian Marketing Services Platform, which includes analytics, database, digital and operational marketing.

"Contact Optimizer is a revolutionary tool for marketers, and an excellent fit for the Alterian platform," comments Jason McNamara, Chief Marketing Officer, Alterian. "Using our single, intuitive interface, marketers can project the best, most profitable way to reach targets, down to the individual level. Being able to utilize every bit of data they've collected in the context of business rules and constraints gives sophisticated marketers an incredible advantage, maximizing response and driving up ROI for every campaign."

Alterian will be demonstrating Contact Optimizer at this year's DMA conference event at Chicago's McCormick Place West, October 14th - 16th, at booth 2019.

About Alterian

Alterian (LSE: ALN) helps marketers improve results through its enterprise marketing software platform and global partner community of leading marketing service providers, agencies and systems integrators.

Alterian takes marketers on a journey to become analytically-led and to integrate their marketing processes, creating value for both the customer and the company. By combining database, digital, and operational marketing applications on a shared data infrastructure, the Alterian Marketing Services Platform makes it practical and cost effective for marketers to gain insight into their data, and use this to execute an integrated marketing strategy across online and offline channels.

Software alone does not enable better marketing. Alterian has cultivated a global community of over 70 marketing service providers, agencies and systems integrators such as Accenture, Acxiom, Carlson Marketing, Experian, Epsilon, InfoUSA, Merkle, Ogilvy One and Euro RSCG Worldwide, who deliver Alterian software alongside their own value-added services. These solutions empower market leaders like Princess Cruises, General Motors, Zurich, HSBC, Limited Too, Dell, Amnesty International and Vodafone, to drive competitive advantage through improved marketing performance and customer satisfaction.

Alterian was founded in 1997 and trades on the London Stock Exchange (ALN). With offices throughout North America and Europe, Alterian software is used in over 20 countries worldwide.

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Contact Information

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