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Alterian Control Reduces Operational Costs and Lead Time Associated with Campaigns

Bristol, UK – 9th December 2008 – Alterian (LSE:ALN), the leading international integrated marketing platform provider, today announced its newest offering Alterian Control, a new addition to the industry-leading marketing platform. Alterian Control streamlines and simplifies the campaign planning and selection briefing processes by allowing business users to interact with data, enabling them to make faster and more accurate targeting decisions.

In today’s current economic climate, organizations need to be able to reach out to customers in a timely fashion with relevant information, or they risk being tuned out. Historically, many issues slow down marketing campaigns, including multiple briefing documents, re-keying of data, lack of data access, inability to check audit trails during revisions and manual approvals. Control seamlessly fuses together Marketing Resource Management (MRM) with campaign execution to help organizations overcome these common issues, bringing together Alterian’s award winning products in these areas.

Control reduces campaign cycle time by streamlining selection briefing processing, automating approvals and empowering business users to deliver “closed loop” campaign execution. This new offering enables users involved in campaign planning and targeting activities to gain insight into their customer or prospect data which they did not have before.

“For a long time marketing departments have been in need of an integrated solution that truly delivers customer communications efficiently via a campaign management process,” said Gary Brooks, Director of Database and Operational Marketing, Alterian. “Control does just that, enabling organizations to quickly specify inclusions, exclusions, segments and cell definitions and on approval, seamlessly hand-off to campaign management teams for execution, all driven by data held in Alterian's Engine database".

Control offers numerous benefits to users by reducing time taken to understand campaign briefs, providing a common platform and shared data for multiple teams to access and removing bottlenecks through a seamless transition from segment selection to campaign execution. Control empowers business users to test hypotheses and sample sizes during the briefing stages therefore facilitating improved planning and more specific targeting. Time and cost are reduced through Control’s ability to automate manual tasks such as approvals and eliminate the need for re-keying information. The system can be used within a single marketing organization, and also can incorporate access by marketing services providers and agencies to further increase the efficiency and effectiveness of the marketer’s relationship with these partners. Moreover control promotes seamless collaboration between the business user, and campaign managers.

“Alterian Control streamlines access to data to increase productivity by putting Alterian’s web-based technology on the desktop of every single person involved in the decision-making process,” said David Eldridge, CEO of Alterian. “This eliminates the time wasted by handing off the information to different groups within an organization. With Alterian Control, the entire organization is truly working hand-in-hand on each marketing campaign. Control is the latest addition to our platform that further enables organizations to reduce the time it takes to achieve the value they expect from all customer engagements”.

Alterian Control has already been implemented in early adopter customer sites and is available on general release immediately.

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 Integrated Marketing 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 our industry leading tools, such as the Alterian Messenger email platform, and the award winning 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 as Accenture, 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 Integrated Marketing Platform or our Partner Network, please visit

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For more information, contact:
Hannah Smith / Annabel Kerr
Ruder Finn
+44 (0) 207 462 8900 /

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