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Joint project delivers advanced analysis and campaign management capabilities for Britannia to better understand its members and target marketing campaigns effectively

Bristol, 24 May 2001 - Alterian plc (LSE: ALN), a global provider of Analysis Database technology today announced a joint project with Marketing Databasics (MDB) and MarkIT to underpin the further development of the analytical foundation of Britannia Building Society’s acclaimed customer relationship management (CRM) programme.

The three companies have teamed up to implement a purpose-built solution that will enable Britannia to target its members even more effectively. MDB will deliver Britannia a fully integrated analysis and campaign management solution to enable the company to achieve a higher turn around on marketing campaigns through quicker analysis and selection of customer data. The system will also enable Britannia to translate analysis held on customer behaviour into meaningful campaigns.

Britannia has deployed an advanced customer-facing system that will both feed marketing data to the branch staff and receive data back to allow the monitoring of interactions with customers. This is crucial to Britannia as part of its CRM initiative involves on-screen prompts for branch staff such as asking members if they received the latest mailing and if they would like further information.

David Crawshaw, Senior Manager CRM at Britannia Building Society, said: “Britannia’s members have voted in three consecutive years to stay a mutual society and as such we are committed to providing them with the level of customer service they have to come to expect.

“We have been working with MDB for a number of years and again we have been provided with the perfect solution for our CRM initiatives. Its recommendation for MarkIT Manager, based on Alterian technology will I am sure prove to be an excellent choice for our campaign management plans.

“The speed of Alterian’s database technology and its ability to handle vast quantities of data means we can very quickly and easily analyse the data we hold on our members,” enthused Crawshaw. “MarkIT’s solution allows us to create a campaign planner for the whole year and manage our marketing budgets more effectively. The significant speed benefits offered by the combined solution means we can expect to be “fit for the future” and able to support campaigns across all our channels.”

MDB will deploy and host Alterian’s database platform as an analytic data warehouse and will develop a customised analytic CRM front-end system. In addition, MDB will integrate MarkIT’s campaign management system, MarkIT Manager. The result is a CRM system from which Britannia can seamlessly integrate customer analysis with campaign management.

Commenting on the project, Trevor Jones, managing director, MDB, said: “We have provided Britannia with a solution that demonstrates what can be achieved with analytical CRM. For a decade visionary marketers have dreamed of an environment in which their customer analysis can be seamlessly integrated with campaign management. The combination of Alterian and MarkIT Manager provides this environment.”

David Eldridge, CEO Alterian, said: “The new Alterian based solution provided by our partners MDB and MarkIT, will allow Britannia to further develop its detailed analysis of customer behaviour, value and potential. Britannia is already recognised as a leader in CRM, and we are delighted the company has chosen Alterian technology to take it forward. We are confident that Alterian is rapidly becoming the platform of choice to meet demanding analytical CRM requirements.”

John Haley, MarkIT’s managing director, said: “The importance of integrating customer analysis with campaign management cannot be overestimated. Britannia has collected vast amounts of data on purchase behaviour and on its members’ branch interaction. By working with MDB and Alterian on a customised solution we will help Britannia realise the full potential of this data.”


About MDB

Marketing Databasics, based in Edinburgh, provides a range of highly business focused Customer relationship Management services to major commercial companies and leading non-profit organisations. It delivers a full range of information-related services from strategic consultancy through to customer modelling to systems development and database management. MDB has selected Alterian as their platform of choice in a major push into the analytical CRM Market.

More information can be found at

About MarkIT Information Services

MarkIT Information Services Limited, based in Newbury, Berkshire (UK), provides organisations with help in developing and maintaining successful marketing programmes. This is achieved by a combination of MarkIT’s independent marketing consultancy expertise and advanced software tools. In addition, MarkIT provides a market leading campaign management and analysis system, called MarkIT Manager™, which enables users to perform rapid data/customer analysis and then seamlessly initiate, control, measure and monitor all their marketing campaigns.

More information can be found at

About Alterian plc

Alterian's Analysis Database platform and integrated software tools enable data analysis to be viable both in terms of speed and cost. The resulting information allows organisations to improve their understanding of their customers, products and services. In turn, this enables informed decisions to be made which improve the profitability of their operation. Alterian's data analysis technology can be applied to a wide range of applications from customer and product analysis through to fraud detection and network traffic analysis. Alterian works with business partners to create specialised packages for individual customers and specific vertical end users.

Alterian is focused on being the de facto data analysis platform and leading provider of data analysis software solutions. Working with key partners including Accurate Business Solutions, Carlson Marketing Group, Claritas, Experian, CMG plc, Dimension Data, GB Information Management, Marketing Databasics, MarkIT Information Services, Microgen Kaisha, Occam, Prophit Share and Vertex, Alterian is dedicated to creating customised technology that work with existing systems, enabling clients to handle and rapidly process the vast quantities of data available to them. Alterian is based in Bristol in the UK and Chicago in the US and has recently floated on the techMARK Index (July 2000) of the London Stock Exchange.

For further information please contact:

Geoff Bilbrough
Write Image (PR Agency for Alterian)
T: 020 7959 5400

Zoë Snell
Oast Communications (PR Agency for MarkIT)
T: 01959 568 505

This press release was distributed by ResponseSource Press Release Wire on behalf of Metia LTD (formally Write Image Ltd) in the following categories: Consumer Technology, Personal Finance, Business & Finance, Computing & Telecoms, for more information visit