Analyst rating: Alterian Strong Performer

Forrester rates Alterian as Strong Performer in Cross Channel Campaign Management

Alterian (LSE: ALN) the leading international integrated marketing platform provider today announced that it has been rated as a Strong Performer in The Forrester Wave™: Cross-Channel Campaign Management, Q4 2009 (December 2009) by independent analyst firm Forrester Research, Inc.

The Forrester Wave states that, "…changing consumer behavior and the overall ineffectiveness of traditional marketing programs ensure that basic campaign management tools are set to go the way of the dodo. Marketers are therefore looking for cross-channel campaign management (CCCM) solutions that support highly personalized and relevant communications delivered across a variety of highly interactive channels and that enable optimization, channel integration, and institutional memory of the customer."

Alterian was one of five marketing specialists - organizations that, "…focus entirely on the needs of the marketing organization" - out of the 11 CCCM vendors evaluated. Forrester examined 91 criteria of the CCCM vendors and noted that recent acquisitions - Mediasurface in Web Content Management and Techrigy in Social Media Monitoring - have "…transformed Alterian from a traditional direct marketing vendor into a broader marketing technology generalist."

"Alterian has witnessed huge momentum behind its marketing platform in the first half of this financial year securing 150 new end users and 17 new Partners, including marketing agencies and system integrators as well as marketing services providers" said David Eldridge, Chief Executive Officer, Alterian. "Our product strategy has evolved to meet the changing needs of customers who have recognized that traditional marketing programs no longer deliver the kind of return they need. The breadth of our capabilities is now a huge strength with clients increasingly acknowledging that our product and corporate direction is set to deliver even more value to their organization."