Alterian Introduces New Definition of Marketing


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CHICAGO, June 19, 2007 – Alterian, the leading global enterprise marketing platform provider, announced today its new Company positioning based upon a new model for successful marketing entitled This is Marketing. Designed by Alterian to help marketers meet the increasing need to play a more strategic role within their organizations, This is Marketing also overcomes for the first time the challenge of delivering truly integrated marketing.

Reflecting the Company’s new strategic focus, This is Marketing consists of the five essential elements which marketers need to address to become customer-centric organizations, with joined up marketing processes, all driven by the same data and analysis. Intrinsic to the new Alterian model are providers of marketing services. These offer domain and service expertise to implement solutions based upon the new Alterian Marketing Services Platform, which delivers the necessary technology backbone.

“Creating the best possible customer experience through integrated marketing is rapidly becoming the most sustainable competitive advantage a company has today,” stated David Eldridge, CEO of Alterian. “Alterian has developed a new definition of marketing to address the changing role of marketers and the challenges they face – increasing demands from the board for accountability and measurable results, achieving integrated marketing and the growing imperative for relevant, one to one marketing communications.”

Alterian’s This is Marketing model consists of five Ps:

• People – The relationship between organization and customer has to be founded on the understanding that customers are people. The ability to understand their preferences, interact and create relevance will generate value for both parties and build trust and loyalty over time.
• Passion for marketing driven by analytics – There is increasing demand from company leadership that marketers become more accountable and measurable. Their passion for marketing therefore must now be driven by facts, through the analysis of the ever increasing amount of data available in the interactive digital world.
• Process – marketers are on a journey to join up disparate processes and systems involved in the marketing process, which consists of; database marketing, digital marketing, operational marketing and customer experience marketing.
• Partners – marketing service providers, agencies and systems integrators deliver the expertise and value needed to realize effective working solutions, thereby reducing investment risk for marketers.
• Platform – marketers need an integrated technology platform that covers all channels and processes and shares the same common data infrastructure. Alterian’s Marketing Services Platform gives marketers easy access to the latest marketing technology at a low cost of ownership and joins up their marketing processes effectively.

Alterian’s objective is to provide the next generation enterprise marketing platform – which gives marketers software that meets real business needs, as demonstrated by its track record and industry role in progressing database marketing technology. This is Marketing extends this goal and allows marketers to grow the value of their customers, align themselves to the needs of their business and become more accountable to senior management.

“Alterian’s vision, through its technology platform and partner community, is to take marketers on a journey to become analytically-led and integrate their marketing processes, resulting in value creation for both the customer and the company,” continued Eldridge. “Other marketing software vendors do not involve expert third parties, and applications are not based on the same data infrastructure, ultimately delivering less value to the marketer.”

In a recent report, Forrester Research senior analyst Suresh Vittal, stated that, “A significant, and growing, majority of marketers – 83% – agree that they need a more comprehensive and integrated application suite in order to increase their effectiveness. Why? The complexity of delivering consistent customer experiences, integrating marketing processes, and measuring marketing performance means point solutions are no longer sufficient.”

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


The Enterprise Marketing Software Landscape, Forrester Research Inc., May 7 2007

Lisa Diomede
p 630 221 9900 x116
c 312 523 9173

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