Alterian launches next generation marketing software

by Daniel Farey-Jones, Brand Republic 19-Jun-07, 15:20

LONDON - Marketing software provider Alterian has launched new software, which it claims is the first to incorporate database, digital and operational marketing functions.

According to the company, the Alterian Marketing Services Platform is the first marketing solution that incorporates an integrated set of applications into one data architecture.

Every application within the new platform shares data, business rules and assets; no data silos are created.

The development of the platform was helped by Alterian's acquisition of marketing resource management specialist, Nvigorate, in September 2006.

The operational marketing functions in the platform cover the key areas of planning and budgeting; creating and distributing marketing programmes and content; and measuring and optimising performance.

David Eldridge, chief executive of Alterian, said: "The launch of Alterian's software platform marks the culmination of many years of hard work, including a full year of platform development and around $10m (£5m) in recent acquisitions to ensure all the right skill sets were in place.

"A major milestone in our roadmap, the new platform will help us, along with our partners, to lead the next phase of development in integrated marketing."

Alterian's partners include Experian, Ogilvy One, Euro RSCG Worldwide, Carlson Marketing, InfoUSA and Accenture.