Alterian Release Enables Increased Marketing Visibility and Accountability


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Sophisticated campaign management functions including budgeting, charting and auditing fuels campaign control, and performance.

Chicago, May 30, 2007 – Alterian (LSE: ALN), the leading global enterprise marketing platform provider announced the next generation release of its three platform applications – Campaign Manager 3.0, Selection Planner 3.0 and Analytical Reporting 3.0.

Improving Campaign Effectiveness
The most notable enhancements are to the Campaign Manager application, including budgeting functionality that gives users the ability to record campaign costs and return on investment – giving them more control over their marketing spend as well as providing a launching pad for forecasting and future campaign development. Information can be recorded at both the cell and campaign level and then easily exported to other applications for distribution and further analysis.

In addition to keeping budgets on track, Campaign Manager 3.0 also has added functionality to ensure campaign timelines are easily visible and updated. The new Gantt chart feature creates a high-level view of campaign timelines and provides a user-friendly environment allowing users to alter and dynamically update timelines.

Lastly, Campaign Manager 3.0 has a major user interface upgrade with the addition of new options for viewing campaign information to enhance the overall user experience. In addition to the previously available tree-view showing hierarchical campaign and cell relationships, Alterian has also added two additional views: the grid view which shows the campaign and all its cell details in a grid format: counts; and budget information displayed on one screen. This view has been developed in response to partner and end-user requests for an interface that facilitates improved management of extremely complex campaigns. And, the outline view has been designed to give a highly flexible, visual overview of the campaign structure by laying out and connecting campaign components such as nodes, cells and outputs within a free-form canvas.

“Alterian is continuing to leverage its market knowledge and that of its partner network to drive the product roadmap for its already sophisticated platform” said Thomas Young, Executive Vice President, Database Marketing Services, KnowledgeBase Marketing. “As marketers’ requirements become increasingly complex it is important that enabling technologies keep pace. We are looking forward to putting the new enhancements to work for KnowledgeBase Marketing’s clients and continuing our participation in the evolution of enterprise marketing technology.”

Strengthening the List Selection Process
Selection Planner 3.0 now features full seed name insertion and management functionality, allowing names and addresses to be added to an output file from sources outside the database. Seed files are typically used to verify and audit mailings by confirming mail received dates and that the content of the mailing is correct. Seeds are also beneficial for third-party list companies to ensure list usage is not being abused or used outside the parameters of the terms and conditions of the sale.

The second notable enhancement to Selection Planner 3.0 is the integration of Post Output Processing. This functionality is useful for automating common or customized tasks such as loading promotion history into a transactional database or generating notifications to indicate the successful execution of output processes.

The Right People, Getting the Right Information, at the Right Time
The Analytical Reporting application has been enhanced with an expanded and highly flexible security model. Responding to a need for role-based access to reporting functionality, Alterian has engineered the ability to designate Workspaces that partition sets of reports for specific groups of users and allows these user groups to operate independently without causing contention for access to data or system resources.

“We know from our partners and users that maximizing return on investment is vital for all marketers. The Alterian Marketing Services Platform helps them make analytically led decisions and integrate processes and channels, making the most of their data assets,” said Mike Talbot, CTO and co-founder of Alterian. “The new 3.0 versions of our Campaign Manager, Selection Planner and Analytical Reporting products provide many new features and advances in usability to meet the market demand for increased visibility and accountability in the marketing department. With these new products we are underpinning profitable, integrated, multi-channel communication strategies that maximize effectiveness by treating the recipient as an individual.”

About KnowledgeBase Marketing
KnowledgeBase Marketing provides award-winning database marketing solutions that enable companies to acquire and manage profitable customer relationships. Using best-in-class tools and methodologies, we develop data-driven and profit-focused marketing strategies and solutions that empower our clients to make informed business decisions resulting in measurable improvement in ROI. KnowledgeBase Marketing’s parent company, Wunderman, is a member of the WPP Group (NASDAQ: WPPGY). For more information, visit

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 the 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, Starz Entertainment, 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


Lisa Diomede
The Red Group
630-858-7940, ext. 116

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