Leading Direct Response Advertising Agency Optimizes Integrated Campaigns to College Students Utilizing Alterian's End-to-End Integrated Marketing Platform
Alterian and Datamark Expand Relationship Beyond Campaign Management to the Next Level: Detailed Data Modeling
New York, NY (PRWEB) November 3, 2008 -- Alterian (LSE:ALN), the leading international integrated marketing platform provider, today announced that Datamark, the nation's leading performance marketing agency serving the education industry, is expanding its successful partnership with Alterian to include additional modules of the Alterian Integrated Marketing Platform.
Datamark has been an Alterian partner since December of 2007, utilizing Alterian's industry-leading Integrated Marketing Platform to manage numerous on and offline campaigns for its clients and analyze data from the campaigns, as well as following up with individuals using the Alterian Messenger email platform. Alterian's deep integrated marketing capabilities have improved the speed and efficiency of Datamark's campaign management, while the analysis and reporting tools have played a key role in helping the company compile data sources into one standardized data warehouse.
As colleges continue to increase targeted marketing efforts in response to the current economic and job outlook climate, every email counts, so further optimizing the relevance of each communication gets higher and higher on the agenda of marketers. Datamark realized it needed a new tool to add detailed modeling into the mix whilst still launching new client campaigns in an efficient timely manner. Due to Datamark's experience with the Alterian Integrated Marketing Platform, the company turned to the Alterian Modeling-KXEN solution.
Through its use of Alterian's Integrated Marketing Platform and Alterian Modeling-KXEN, Datamark is able to attract and retain more clients and run an increased number of enhanced campaigns for its clients. Alterian's Modeling-KXEN, enables Datamark to narrow the timeframe for the creation and execution of a campaign that involves detailed modeling and the use of these models in campaign execution from months to just weeks, and in some cases, days. Datamark is also able to increase the return on investment for each campaign by further refining the right target audiences for each campaign.
"Our clients' target audiences include high school bound college students, recent high school graduates and adult learners, which are some of the most sought after and most segmented audiences there are," said Ron Hendricks, Chief Innovation Officer at Datamark. "Through the Alterian Integrated Marketing Platform and its modeling solution, we are able to pinpoint exactly who will be the most responsive to each campaign, and ensure that each audience segment gets the right message in a timely manner. Additionally, we're able to judge during each campaign what's working and what isn't, and make changes that lead to higher response on the fly."
The Alterian Modeling-KXEN application uses data mining techniques to improve business performance by understanding 'cause and effect' through data analysis. It provides the ability to incorporate results back into databases as well as the functionality to compare multiple models over time. Moreover, the tools allow Datamark to review and optimize varying data sources to ensure best data is leveraged for targeting purposes. Through advanced, easy to use algorithms and seamless integration with the Alterian Integrated Marketing Platform, Modeling-KXEN significantly reduces the time and cost of creating models and using them in campaign selection compared to traditional approaches. This makes it possible to use these sophisticated techniques where the time or cost involved may have precluded such an approach before, or to create more models, or refresh models more regularly to increase their effectiveness. KXEN's technology has been integrated into the Alterian marketing platform since January 2006.
"Adding Alterian's Modeling-KXEN to Datamark's arsenal continues to strengthen our growing partnership," said David Eldridge, CEO of Alterian. "In the current economic climate, it is more important than ever to deliver targeted marketing campaigns that deliver results. Datamark sees the big picture, and it's visible through its use of Alterian's end-to-end platform. Datamark is getting it right by increasing its clientele's ROI on each and every marketing campaign."
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 www.alterian.com.
About Datamark
Datamark is the nation's leading performance marketing agency exclusive to the education industry. The company's research and technology-based marketing solutions help schools generate more starts, while reducing marketing expenses associated with student acquisition. Datamark's core competencies include direct response services in direct mail, print, TV, and all interactive media, and it provides integrated media management services and custom research to clients. For more information, please visit www.datamark.com.
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