Alterian hails "revolutionary" next generation engagement framework

Alterian Alchemy is an evolution on the vendor’s existing Integrated Marketing Platform, integrating the company’s engagement management and analytics solutions across web, email, social media and traditional channels.

This, it suggests, will enable a "fundamental shift" in marketing from campaign management to engagement management, providing marketers with an integrated solution beyond multi-channel communications to true cross-channel, interactive engagement, with all available customer data able to be accessed centrally.

"Alterian is determined to change the face of marketing from mass communication to engagement with the individual, and Alterian Alchemy is a key part of the fulfillment of that vision," said David Eldridge, CEO of Alterian. "Consumers have come to expect more tailored brand interaction today and seek extremely relevant, timely offers and information. Because of this shift, marketers must adapt to the way they listen to and engage with their audience. Alterian Alchemy is the first marketing engagement technology to address the broad range of interactive requirements, enabling brands to better coordinate one-on-one communication and engage based on customer preferences."

According to the April 2010 report by Forrester Research Inc., ‘Trends in Cross-Channel Campaign Management, 2010’, "Marketers struggle to incorporate new channels and the resulting data into their marketing programs, while CCCM applications struggle to match the pace of emerging channels and changing consumer behaviour." In the same study, Forrester reported that "Almost half of respondents selected coordination of communications across channels (49%) and personalising messages based on consumer behaviour across channels (48%) as their top two challenges."

To address this, Alterian is also launching three new modules, operating within the new framework, to support marketers as they engage cross channel - Alterian Engagement Analytics, Alterian Engagement Manager and Alterian Predictive Analytics.

"We know that marketing must fundamentally change the way it functions so we developed Alterian Alchemy and the new modules from scratch, using the expertise we built up over the last 13 years," added Eldridge. "The result represents a real shift in how marketers can engage with – not just sell to – their customers."