Newsmax adds Alterian DDV tool to e-mail platform

Newsmax Media is to incorporate the Alterian data discovery and visualisation (DDV) tool with its existing Alterian Messenger e-mail platform.

Using Messenger, Newsmax can determine clickthrough and open rates of the e-mail newsletters and news alerts it sends out and therefore qualify results to current and potential advertising clients.

Newsmax will incorporate DDV to analyse each e-mail campaign in more detail, enabling the company to provide improved results to both advertising clients, as well as internal marketers.

By targeting the right segments with the right message, return on investment will be improved.

DDV will allow Newsmax to deliver targeted content allowing subscribers to receive news and advertising better suited to their needs and interests, while at the same time increasing advertisers' return on investment.

The addition of DDV will move Newsmax from a volume-based e-mail business to a quality based delivery model.

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