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BBVA, El Corte Inglés and Air Miles Spain begin work with Alterian as Spanish reseller sees trend for marketing analytics grow

Bristol, UK - 30th July 2008 – Alterian (LSE: ALN), the leading international integrated marketing platform provider, today announced projects with BBVA, the second largest bank in Spain; El Corte Inglés, the largest Spanish retailer and Air Miles Spain. All deals have come via Alterian’s partnership with Ibérica, the master reseller that Alterian has been working with since 2004.

BBVA has 42 million clients in 32 countries around the world, and uses Alterian’s Data Discovery and Visualisation (DDV) and Analytical Reporting solutions in its Corporate Financial Management department to analyse the strategic customer data. By using these Alterian solutions, BBVA is able to ask both complex and impromptu questions from its data, and get answers back promptly and accurately.

El Corte Inglés is the largest retailer in Spain with more than 100 stores across the country. Alterian is used by its direct marketing department in order to target high-growth segments and manage campaigns, and has proved to be a real success with a recent DM campaign called 8 Días de Oro (8 Gold Days), which targeted consumers right across Spain.

The other recent customer win for Alterian is Air Miles Spain, which runs the largest loyalty programs in Spain. Air Miles manages a reward programme called “Travel Club”, which has more than 10 million cards. The Alterian solutions deployed are DDV and Campaign Manager, which allow the marketing team at Air Miles to define, execute and manage campaigns from their desktops, as well as seeing increased response rates through more accurate targeting Alterian technology offers.

“We have noticed a real trend towards integrated marketing software over the past 18 months, and that has been demonstrated further by our working with three such fantastic brands as BBVA, Air Miles Spain and El Corte Inglés,” said Jacinto Barrio, Marketing Manager, Ibérica Alterian. “Spanish firms are starting to see the benefits that effective analytics can bring, as they seek to maximise the value their marketing spend delivers.”

“The growth that Ibérica Alterian has achieved so far in 2008 is very strong and Spain is a key European market for us. Since we began working with Ibérica we have delivered benefit to 40 clients in markets as diverse as banking, telecoms, travel and retail. New projects with industry leaders such as BBVA, Air Miles Spain and El Corte Inglés are a powerful endorsement of our technology and capability in this region,” said Ben Jackson, Director, Europe and Asia Pacific.

Ibérica Alterian has been a master reseller for Alterian since 2004. The company has more than 30 employees across offices in Barcelona, Madrid and Seville. It has direct sales relationships with many clients and also collaborates with integration partners such as Accenture, CapGemini and Indra and marketing service providers including Ogilvy One and M2C. Ibérica Alterian has more than 40 clients in Spain, including Vodafone, Orange, Telepizza, PC City, Renault and LaCaixa.

About Alterian

Alterian (LSE: ALN) empowers marketers with an integrated marketing software platform combining database, online and operational marketing applications on a shared data infrastructure. The Alterian Marketing Services Platform makes it practical and cost effective for marketers to use actionable insight to execute an integrated marketing strategy across online and offline channels.

It is the unique integration of analytics, content and execution through Alterian’s industry leading tools, such as the Dynamic Messenger email platform, and the award winning Morello and Immediacy Web Content Management solutions, which enables marketers to drive a seamless, multi-channel customer experience.

Alterian’s analytically-led software is delivered to approximately 1,000 marketing departments, across 26 countries, and an international network of more than 100 business partners, including marketing services providers, agencies and systems integrators. Its partners, such asAccenture, Acxiom, Allant Group, Cap Gemini, Carlson Marketing, Experian, Epsilon, InfoUSA, LogicaCMG, Merkle, Ogilvy One and Euro RSCG Worldwide, deliver Alterian software alongside their own domain and services expertise to help market leaders such as Princess Cruises, General Motors, Zurich, Astra Zeneca, HSBC, Limited Too, AEGON, Avis, Worldwide Wrestling Entertainment, Dell, Amnesty International and Vodafone integrate marketing processes and drive competitive advantage.

For more information about Alterian, products within the Alterian Marketing Services Platform or our Partner Network, please visit

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For more information, contact:

Hannah Smith / Paul Allen
Ruder Finn
Tel: +44 (0) 207 462 8900
Email: /

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