SOURCE: Alterian

November 01, 2007 11:15 ET

Targetbase Selects Alterian for Analytically Led Integrated Marketing

Direct Marketing Leader and Innovator to Leverage Enterprise Marketing Platform

CHICAGO, IL--(Marketwire - November 1, 2007) - Alterian (LSE: ALN), the leading global enterprise marketing platform provider, has signed Targetbase to its growing channel partner network. With the addition of Targetbase, Alterian now provides marketing software to 9 of the top 10 database marketing service providers as stated by a leading analyst company.

Targetbase, part of the Omnicom Group Inc., is a direct marketing agency known for its strategic, analytically-driven and integrated marketing approach, as well as for the long-term client partnerships it develops around successful marketing outcomes. The agency's strategic and analytic orientation stems from its heritage as a former division of MARC Research, and it is well recognized for the integration of its analytic, technology and creative competencies. Targetbase designs and executes direct marketing campaigns around consumer intelligence and insights to engage and motivate consumers across a variety of traditional and interactive communications channels.

The Alterian Marketing Services Platform will extend Targetbase's best-in-class marketing services suite, allowing it to further accelerate the creation of analytical solutions, improve performance, and in general provide a more cost-competitive solution to clients. Targetbase currently works with blue-chip clients such as Southwest Airlines, GlaxoSmithKline, American Honda Motor Co., Procter & Gamble and General Mills.

"Customers look to us for turn-key services and integrated delivery of their marketing messages that are driven by analytics to ensure relevance and maximize impact. Alterian was a natural fit for us," explains Ed Forman, Chief Technology Officer, Targetbase.

"When performing data analysis, one question usually leads to many others," adds Forman. "After a rigorous proof of concept, we saw that the Alterian Marketing Services Platform is a tool that can move at the speed of our analytical thought processes. The Alterian Marketing Service Platform offers tremendous agility, saves hours with every analysis performed, and then allows the insight to be acted upon. It's rare to find one platform that supports these activities in such a seamless, integrated fashion."

Targetbase will implement all six components of the Alterian Marketing Services Platform, to support their client services offering.

--  Visualization and Analysis -- Providing data discovery and modeling
    tools that allow graphical interaction with customer information.
--  Planning and Design -- Optimizing contact selection and campaign
--  Multichannel Execution -- Deploying messages across various media,
    tracking results in real time and managing content across channels.
--  Reporting and Accountability -- Creating reports for all members of
    the organization who require insight into marketing activities.
--  Marketing Operations -- Integrating planning, production and
    measurement with campaign management to determine return on investment.
--  Marketing Data Infrastructure -- Eliminating data silos and sharing
    knowledge across all marketing functions.

"We are delighted to have signed Targetbase as a channel partner. Our belief that marketers need powerful analytics that then drives activity across multiple integrated channels is closely aligned and we look forward to a very successful relationship as Targetbase rolls out the platform to its impressive client list," said David Eldridge, Chief Executive Officer, Alterian. "This increases the number of top 10 North American Marketing Services Providers who are our channel partners to 9, clearly demonstrating the success of the Alterian platform in North America, and its acceptance as the standard platform to underpin analytically led integrated marketing delivered by Marketing Serviced Providers to their clients."

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, Allant Group, 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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About Targetbase

Targetbase is a direct marketing agency that helps its clients maximize the value of each customer, by delivering the right message to the right customer at the right time. The agency's proprietary analytical approach is designed to provide better insights from data, leading to better results and profitable customer relationships. Headquartered in Dallas with an office in Greensboro, N.C., Targetbase is part of Omnicom Group Inc. Targetbase works with clients including Southwest Airlines, GlaxoSmithKline, American Honda Motor Co., Procter & Gamble, and Dell.

Contact Information

  • For more information please contact:
    Nick Klein
    The Red Group, Inc.
    Tel: 630-221-9900 x112
    Mobile: 630-207-3000
    Email: Email Contact