Alterian, a global provider of software for analytically led integrated marketing, announced it has acquired all intellectual property and rights for the software product Campaign Calculus 2.0 from The Customer Partnership. Based in London and led by marketing specialist Julian Berry, The Customer Partnership is a consultancy and software provider which has been focused on delivering marketing optimization capabilities for the past 10 years. Campaign Calculus is contact optimization software used by clients such as JD Williams and the Automobile Association.
Contact optimization is ideal in situations where balance is required between products, channels and budgets or marketers must understand the impact of conditions and opportunity costs when projecting campaign plans forward in time. Campaign Calculus utilizes advanced algorithms to evaluate the financial impact of all of the possible permutations for contacting an individual across channels and offers over time, while incorporating business rules and constraints such as return on investment requirements, customer preferences and channel capacity to determine the best course of action. Campaign Calculus can be employed either as a strategic planning tool or in providing optimized individual campaign selections.
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