Targetbase Claydon Heeley ties up with Alterian

by Ben Bold, Brand Republic 05-Nov-08, 15:50

LONDON - Targetbase Claydon Heeley has signed a deal to use data specialist Alterian's integrated marketing software, enabling the agency to extend the range of services it offers clients.

Targetbase Claydon Heeley is an integrated agency formed when UK agency Claydon Heeley joined forces with US-based Targetbase in March.

In the US, Alterian has worked with Targetbase since November 2007, so it was a natural choice as an integrated marketing platform provider in the UK.

Trisha Fairless, Targetbase Claydon Heeley's marketing and development director, said: "Marketers can no longer just send out a campaign, close their eyes and hope for the best. Creative campaigns must be powered by data-driven consumer insight."

"We pride ourselves on getting it right every time and delivering campaigns that really work for our clients. We believe that data and insight drive creativity, and the Alterian integrated marketing platform enables us to directly target campaigns for our clients, ensuring that the right people are reached by the right creative at the right time."

The Alterian platform provides a "reporting dashboard", giving real-time information on marketing campaigns, highlighting factors such as how well different aspects of creative is working with different segments and where improvements can be made to increase penetration.

David Eldridge, Alterian's chief executive, said: "Alterian believes that data and analytics are at the heart of every marketing campaign, and we are looking forward to working together to help marketers in the UK take a truly unique and customised approach to every marketing campaign."