SOURCE: Alterian

November 20, 2007 10:12 ET

ChoicePoint Precision Marketing® and Alterian Partner to Drive Analytically Led Direct Marketing

Premier Provider of Direct Marketing and Database Solutions Will Use Alterian's Marketing Services Platform to Gain Superior Marketing Performance

CHICAGO, IL--(Marketwire - November 20, 2007) - Alterian (LSE: ALN), the leading global enterprise marketing platform provider, has announced a new partnership with ChoicePoint Precision Marketing (CPPM), a ChoicePoint (NYSE: CPS) business and provider of direct marketing and database solutions that specializes in the insurance and financial services industries. ChoicePoint Precision Marketing was cited as a Strong Performer for both enterprise and midmarket opportunities in "The Forrester Wave™: Database Marketing Service Providers, Q4 2007" (November 2007) report. CPPM was one of only 12 database marketing providers who met selection criteria for evaluation from an initial list of 144 companies.

"ChoicePoint is the recognized leader in providing insurance carriers with technology-based tools to help drive efficiency and profitability in the underwriting, claims and lead generation processes. With Alterian providing the leading Enterprise Marketing Services Platform that is a favorite among insurance marketers, it's only natural that CPPM and Alterian would work together to serve the needs of the insurance and broader financial services markets," stated David Eldridge, CEO, Alterian.

The Alterian Marketing Services Platform will power CPPM's multichannel marketing strategies, by consolidating information across those channels and providing instant, intuitive responses to queries. The Alterian platform will allow CPPM's world class marketing and analysis teams to perform more advanced segmentation, decision making and tracking.

"It wasn't just the performance of the platform itself. We were impressed by Alterian's understanding of direct marketing," explains Scott Watkins, VP Database Solutions, ChoicePoint Precision Marketing. "We requested proposals from four providers, then held intensive, six-week proof-of-concept periods with two. We threw out very sophisticated scenarios, and Alterian got it. We share a similar vision -- we believe that analytics should be at the core of everything, and all marketing efforts should be seamlessly integrated; that is marketing today."

"This partnership is a clear fit. At Alterian, we believe that there are five Ps which must be addressed for successful marketing," commented David Eldridge, CEO, Alterian. "The people we strive to understand, a passion for marketing driven by analytics, fully integrated marketing processes, platforms specifically designed to support marketing needs and leveraging partnerships to achieve better results. When we presented this vision to ChoicePoint Precision Marketing, it was clear that our two organizations are on a shared wavelength."

CPPM has initially elected to deploy four Alterian applications central to integrated direct marketing:

-- The Alterian Engine is a high-performance database analytics application that offers tremendous speed, capacity and flexibility. The engine is able to run complex ad hoc queries that span huge volumes of data and deliver results in seconds.

-- Data Discovery and Visualization allows analysts to answer complex or impromptu questions quickly, easily and cost-effectively. The system empowers users to directly interact with the data as they follow their instincts in uncovering behavior embedded in transactions. Then it transforms complex results into useful metrics and graphical information.

-- Selection Planner provides a full-featured planning tool to manage and generate large numbers of selections -- with actual counts, not just estimates. The Alterian platform enables the rapid development of highly targeted segments in order to provide more responsive marketing lists.

-- Analytical Reporting delivers a complete reporting solution surrounded by a powerful, interactive analytic tool that's also easy to use. This allows analysts to make better, faster decisions through a dynamic environment that facilitates discovery, as well as standard reports.

Each of the applications draws on data from the Alterian Engine, using a single set of common commands and a single interface, making processes easy and intuitive for CPPM's marketing analysts.

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. For more information visit

About ChoicePoint Precision Marketing

ChoicePoint Precision Marketing (CPPM), a ChoicePoint (NYSE: CPS) business, is a database marketing solutions business that specializes in the insurance and financial services industries. For more than two decades, CPPM has served the direct marketing needs of insurance and financial services professionals who operate in a competitive and highly regulated marketplace. The business helps businesses acquire and grow customer relationships through direct marketing programs that integrate data, advanced analytics, creative strategy and scalable technologies. For more information, visit

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