News at Alterian
Within most organizations there will be many people who are involved, at least to some degree, in the planning and development of campaigns. Within a smaller company, where much of the work is done internally, this could involve the marketing director coming up with overall strategy, a database manager being responsible for analysis and selections, then a marketing executive tasked ...
In an increasingly competitive marketplace, with limited resources and more demanding customers, thought leaders in organizations strive to increase profitability and reduce churn by becoming more customer-centric. But amazingly, very few companies, even those with a good understanding of their customers, really know how this can be achieved. This shift requires some fundamental changes. Firstly, organizations must move away from product ...
It has been fascinating to watch how the area of Media Planning has developed over the past few years, as the sheer variety of media available to buy has increased. What used to be seen as relatively straightforward decisions about media buying, i.e. TV and Press for awareness, direct mail for 1-to-1 communications, is now so much more complex – ...
This post is second in a two-part series. Below, Graham discusses steps an organization can take in developing its data-driven marketing strategy. Raising confidence in the marketing department: In a recent engagement, it was demonstrated to a client that 50% of the proposed capital investment would deliver 70% of the project’s outcome. Board level approval was forthcoming for the entire ...
I can remember the first time that I ever got involved in creating a single customer view database. It was in the late 1980s. At that time I was working for a financial company who wanted to bring together various product databases, home insurance, car insurances, life products, as well as their loan products. The priority at the time was ...
When one looks at the definition of Alchemy on Wikipedia, it relates “to the attempt to change base metals into gold, investigating the preparation of the ‘elixir of longevity’, and achieving ultimate wisdom, involving the improvement of the alchemist …”. How apropos it is that Alterian’s Customer Engagement Framework be named Alterian AlchemyTM. Not only is the technology the means ...
This post is first in a two-part series. Most companies, when developing a data driven marketing strategy, start with technology. The adopted technologies drive the acquisition of data, and it is from this acquired data that the organization derives insight. This same technology-led focus is also responsible for the proliferation of irreconcilable data and data sources. Finally, and usually only ...
Cisco Systems explains how they use Alterian’s Engine database technology to manage their global marketing database, and give the insight their executives need to make better and quicker decisions.
There are a lot of great point solutions out there to address specific functionality needs such as Web Analytics, Web Content Management, Campaign Management, Email Marketing, Social Media Monitoring and Analytics. Many organizations have a plethora of software from different vendors addressing these needs, or they develop their own solutions in-house to meet their exacting requirements. One of the benefits ...
At one point I could have given you a pretty clear, concise definition of what this term meant. Now, as with CRM before, or “social” currently, it’s been adopted by so many different people that it’s been pulled into an unrecognizable shape.
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