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In-Depth Review
Alterian Marketing Suite
Alterian Plc
Century Place
Bond Street
Bristol, BS2 9AG, United Kingdom
Telephone: +44 (0)117 970
3200
Fax : +44 (0)117 970 3201
Email:
info@alterian.com
Web:
http://www.alterian.com/
A New Model for Marketing
The Customer’s Transformation
Customers and consumers are no longer content to be on
the receiving end of passive communications. Increasingly, they proactively
demand interaction with vendors and the option to communicate both
positively and negatively about products, purchasing processes and service.
Collaborative communities, word of mouth marketing and social networks are
also increasing, where the power of the individual consumer is augmented
through the connection of like-minded people with whom they develop trust
and understanding.
The Marketer’s Journey
As the new type of consumer emerges, transformed and
empowered by the rise in digital channels, marketers need to lead this
transformation through adopting a new model for marketing. Alterian believes
that marketers are on a journey – from ‘one-to-many’ to ‘one-to-one’; from
thinking to knowing – where marketing is based on facts and analysis. Where
relevant and effective campaigns are sent to the appropriate audiences at
the right time. With increasing emphasis on metrics and the responsibility
to measure results in parallel to execution, the marketer’s journey includes
stepping from a purely creative world to one which is creative and
accountable.
A New Model for Marketing
Alterian’s continuing evolution to help marketers improve
results through its enterprise marketing software platform and global
Partner community of leading marketing service providers, agencies, and
systems integrators, has led to the development of a new model for achieving
successful marketing today – This is marketing.
This is marketing
Alterian’s new model for marketing is based on 5 Ps –
People, Passion, Platform, Process and Partners. It builds on the original 4
Ps coined by Philip Kotler of product, price, promotion and place, and helps
illustrate the need to have a set of appropriate products and services to
support the technology, performance and customer driven marketing prevalent
today.
The journey towards a customer-centric organization and building profitable
lifetime value for every customer, involves the fulfilment and integration
of marketing processes, namely, database marketing, digital marketing,
operational marketing and customer experience marketing. Alterian’s
Marketing Services Platform, and its community of Partners, underpin and
guide this evolutionary journey, helping marketers to implement, reduce risk
and achieve return on investment. In what is a very complex and changing
world of marketing, Alterian believes it is important to have a simple
framework for marketers to understand their challenges. We believe ‘This is
marketing’ is that framework.
Product: Alterian Marketing Suite
Current Version:
Category: Marketing Support Capabilities
Sub-Category: Marketing Automation
Client Platform:
Server Platform:
Database Platform:
The Alterian Marketing Services Platform manages the people, processes,
and applications that have often been autonomous marketing functions. The
Alterian Marketing Services Platform supports different marketing users,
functions, and the daily activities to execute those processes across the
entire organization. Running through the entire platform is an analytical
capability enabling marketers to gain insight into their data by using
intuitive, easy to use, visual segmentation tools. It provides answers to
marketers’ questions by analyzing all of the information associated with
each individual customer or prospect in the entire database in a matter of
seconds. The detail of this granular information and the speed at which it
is analyzed encourages a thorough exploration of customer behavior, which in
turn enables truly targeted activities delivered through Alterian’s
integrated campaign planning and execution modules. This approach supports a
unique ‘train of thought’ analysis capability which complements a marketer’s
typical working practice.
The underlying foundation for the Alterian Marketing Services Platform is a
fit for purpose marketing data infrastructure, which makes all of the data,
content and real time feedback available to marketers for analysis and
marketing execution activities. By eliminating data silos and sharing
knowledge across functions, marketers benefit from a holistic, high
performance view of the information required to execute analytically led
marketing.
For pricing details, please contact the company directly.
We have yet to review this product.
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