Alterian Announces a New Partnership with David Shepard Associates and Invests in the On-premise Marketing Solutions Space

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Alterian's Enterprise Marketing Platform Gains Momentum with Marketers Demanding On-Premise Solutions

The on-premise business represents a great opportunity for Alterian to expand its global footprint with systems integrators and is a key focus for us this year.

Just weeks after announcing it's recognition as a strong performer in The Forrester Wave™: Enterprise Marketing Platforms, Q1 2008 (January 2008), Alterian (LSE:ALN), has today launched a new initiative in North America to make its award winning software available to marketers who prefer on-premise solutions instead of hosted database solutions or software as a service (SaaS) solutions.

"Our on-premise solution has been tremendously successful in the UK, Europe and Asia, so we are excited to launch this new initiative into the North American marketplace. On-premise brings the power of the Alterian Marketing Services Platform directly to businesses so that they can benefit from seamlessly integrated analysis, campaign planning, multi-channel execution, reporting and marketing operations capability." commented David Eldridge, Chief Executive Officer, Alterian. "The on-premise business represents a great opportunity for Alterian to expand its global footprint with systems integrators and is a key focus for us this year."

A key part of this new program is a new partnership with David Shepard Associates, Inc (DSA), a leading direct marketing and database consulting firm. DSA's role will be to focus on the sale, design, implementation and support of the Alterian Marketing Services Platform installed on-premise in the offices of marketers.

DSA has been serving the direct marketing industry in the areas of marketing consulting, statistical modeling / marketing analytics, marketing database systems development, as well as professional education for over 30 years.

"Marketers are currently facing an astounding complexity of issues, including the challenges associated with customer interactions via new media," commented David Shepard, President of David Shepard Associates. "The Alterian platform delivers the tools direct marketers need to implement, measure and track the effectiveness of their multi-channel marketing programs. We are very pleased and look forward to providing Alterian's enterprise marketing platform to any company that requires an on-premise solution."

Michael Fisher, SVP Commercial Operations, Alterian, added, "In order to ensure delivery of a total solution to on-premise users in North America, we have initiated this partnership. David Shepard Associates has the necessary experience and skill sets to add valuable services around Alterian's offerings and is uniquely qualified to bring Alterian's platform to marketing organizations requiring on-premise solutions."

Alterian is now investing additional sales and marketing resources as wells as an increased marketing budget to support this new segment of its business and to drive the strategy of building partnerships with organizations who deliver on-premise software installations.

This new initiative expands Alterian's existing community of partners, which includes 10 of the 12 leading Database Marketing Services Providers, recognized in Forrester's November 2007 report titled The Forrester Wave™: Database Marketing Service Providers, Q4 2007. The new program further expands Alterian's ability to shape the EMP market, through offering its enterprise marketing platform as both a service and an on-premise solution, and will allow Alterian to play a critical role in supporting marketing professionals as their needs continue to evolve.

About Alterian
Alterian (LSE: ALN) helps marketers improve results through its enterprise marketing software platform and global partner community of over 70 leading marketing services providers, agencies and systems integrators. By combining database, digital, and operational marketing applications on a shared data infrastructure, the Alterian Marketing Services Platform makes it practical and cost effective for marketers to gain actionable insight and use this to execute an integrated marketing strategy across online and offline channels.

Over 70 global partners including Accenture, Acxiom, Allant Group, Carlson Marketing, Experian, Epsilon, InfoUSA, Merkle, Ogilvy One and Euro RSCG Worldwide, deliver Alterian software alongside their own value-added services to market leaders like Princess Cruises, General Motors, Zurich, HSBC, Limited Too, Dell, Amnesty International and Vodafone, empowering them to drive competitive advantage through improved marketing performance and customer satisfaction. For more information about Alterian, our Partner Network or the Alterian Marketing Services Platform please visit,

About David Shepard
David Shepard Associates (DSA) is a direct marketing and database consulting firm serving the Direct Marketing industry. Since 1976, its team of seasoned professionals has provided marketing consulting, advanced analytics and marketing database systems development to over 100 direct marketing and Fortune 500 companies. DSA's text on database marketing, "The New Direct Marketing (3rd Edition, McGraw Hill) is widely recognized as the industry's standard reference on the subjects of database development and statistical modeling.

DSA conducts a number of training courses for the Direct Marketing Association and is active at industry conferences and events. It is estimated that over 6,000 direct marketers have attended seminars give by David Shepard and other DSA consultants. David Shepard is on the Board of the DMA and previously served, as did Debbie Megee, on the Board of Trustees of the Direct Marketing Education Foundation.

For more information, please see their website at


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