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Experian and Alterian Partner to Integrate Customer Data
Customer engagement technology specialist Alterian has announced a multi-year partnership with Experian Marketing Services to provide clients with a solution integrating data from multiple channels into a centralized database.
The solution aims to enable marketers to better predict and understand consumer behaviors, purchase drivers and channel preferences and open up new possibilities for one-to-one marketing. Data includes search data and online consumer and competitor intelligence from Experian's Hitwise feeds, and input from Alterian's social media monitoring product, SM2.
Alterian offers customer engagement solutions focused in four main areas: Social Media, Web Content Management, Email, and Campaign Management & Analytics. Under the deal, Experian will also build solutions based on Alterian's new Engagement Management tools, due for US launch in a week's time.
Jeff Lundal, SVP, General Manager of Data Management Services for Experian Marketing Services comments: 'Today's consumers have many choices for transactions and engagement, so the smarter you can become about your customers, the more effective you can be as a multi-channel marketer.' According to Michael Fisher, Alterian SVP of Sales and Marketing for the Americas, the partnership 'addresses the need for a truly smart database that's representative of today's consumer who has multi-channel preferences'. He continues: 'For the first time, customer data across all channels is brought together with comprehensive analytics and monitoring wrapped around it. We are equipping marketers with holistic yet actionable data that enables them to drive more effective integrated campaigns.'
Web sites: www.alterian.com and www.experianplc.com .
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