The first fruit of the multi-year partnership will enable users to integrate data from multiple online and offline channels into a centralised database, which can then be analysed in order to better understand and predict consumer behaviour, procurement drivers and channel preferences.
The inclusion of Experian’s Hitwise data feeds will also enable brands to integrate search, online consumer and competitor information with social media data provided by Alterian’s SM2 monitoring product.
Michael Fisher, Alterian’s senior vice president of sales and marketing for the Americas, said: "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 campaigns."
Customers already using the combined offering include Lloyds Bank Group’s Birmingham Midshires, Homebase and Christian Book Distributors, but Experian also plans to integrate its marketing software with Alterian’s new Engagement Management tools, which are due to launch in the US on 18 November.
Jeff Lundal, Experian’s senior vice president and general manager, said: "It’s a challenging time for marketers, who have to anticipate and evolve their marketing strategies to reflect growing consumer demand for more personalised communication. 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."