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Marketing Analytics Firms Merge
Alterian, a provider of analytics and marketing software with offices in the UK and US, has acquired fellow software firm Nvigorate Limited. All Nvigorate staff will join Alterian and the existing management team will remain in place.
Nvigorate's software, branded as 'OnePlace', is available on a hosted or on-premise basis and assists with planning and budgeting, the creation of marketing programmes and measurement and optimisation of marketing performance – collectively described as Marketing Resource Management (MRM).
Alterian says it sees rapid development in this area, due to the need not only to improve the effectiveness of marketing activities but also to monitor and measure their success. Nvigorate's MRM functionality will be integrated with Alterian's Marketing Suite which includes data warehousing, segmentation, analysis and both online and offline marketing execution tools.
Luke McKeever, Alterian's EVP of Corporate Development, says growth in demand for MRM is particularly strong in North America where regulation is an additional driver. 'Following an extensive review of the market, we are delighted to have found in Nvigorate a great fit in terms of people, technology platform and functionality.'
Richard Goat, CEO of Nvigorate says OnePlace is the 'ideal complement to Alterian's existing strengths' and expands its potential base of channel partners, giving them the opportunity 'to serve marketers' needs at every stage in the marketing lifecycle.'
Nvigorate's customer base includes leading brands in the financial, retail, automotive, travel & leisure and information management sectors – the firm's web site is at www.nvigorate.com . Alterian was founded in 1997 and listed on the techMARK Index of the London Stock Exchange in 2000. With 100 employees and international headquarters in Bristol, UK, and North American headquarters in Chicago, Illinois, Alterian is online at www.alterian.com .
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