Alterian signs Carat UK digital marketing arm

Edited by the Marketingservicestalk editorial team Nov 28, 2007

Alterian, the global enterprise marketing platform provider, has signed up Carat Digital - the award-winning digital marketing arm of Carat UK - to its growing partner channel.

Carat Digital required a solution that provided analytics, data visualisation, email marketing and reporting, to improve CRM delivery for clients.

Julie Jeancolas, Head of Operations, Carat Digital, explained: "We want to help our clients improve the efficiency of their campaigns through repeat contact and robust cross-channel evaluation.

"Our ultimate aim is to drive incremental sales and maximise lifetime value.

"We need a technology platform which allows us to visualise and analyse data and draw a complete view of each customer or prospect over time.

"We also want the opportunity to re-contact individuals through multiple marketing channels.

"Alterian's eCRM suite is a very strong, flexible and cost-efficient solution to this brief.

"The data element is very important because a significant part of Carat Digital's proposition is moving from a communications strategy towards being a 'relationship enabler'".

David Eldridge, CEO of Alterian, commented: "The Alterian technology platform helps users meet company objectives, by supporting marketing programmes which enhance the consumer experience and drive growth.

"Our email marketing technology, for example, delivers the successful integration of powerful database marketing operations - such as data analysis, modelling and segmentation - with email marketing execution, in a single application.

"Being able to drive email communications in this way increases relevancy, reduces costs and improves campaign results".

The Alterian Marketing Services Platform was selected following a competitive pitch, due to the combination of rich integrated functionality, Alterian's established UK presence and the industry expertise of its consultancy and technical teams.

Carat Digital is the largest digital media agency in the UK and part of Isobar UK, the largest digital media buyer in the UK, with billings of more than GBP101m in 2006 (source: NMA Top 100 Interactive Agencies 2007).