Alterian, a leading global provider of database marketing and customer insight solutions, announced it has acquired Dynamics Direct, an email and online marketing technology innovator.

Based in Los Angeles, Dynamics Direct was recently ranked as one of the world's leading email marketing software providers by Jupiter Research (Email Marketing Buyer's Guide, 2005). Its rapidly growing partner and customer base includes clients such as Princess Cruises, Countrywide Financial Services, and Marsh Affinity Insurance and marketing services providers (MSPs) such as Euro RSCG Worldwide and Vertis.

Alterian, whose partner list includes eight of the top 10 database marketing services providers in North America (evaluated by Forrester Research) , will introduce immediately a new product, Dynamic Messenger, which adds email and online marketing execution capabilities to its award winning Alterian Marketing Suite.

Through the acquisition, Alterian seeks to meet a critical marketing need: the integration of online and database marketing. Shar VanBoskirk, a senior analyst at Forrester Research's Marketing Strategy and Technology research team, states: "Multichannel marketing and the level of analytics needed to make it work can't come about until email is part of a marketer's database marketing operations."

The transaction results in the most comprehensive marketing services platform of its kind, merging permission-based email and online marketing with core database marketing operations such as modeling, campaign management, list management, data visualization, analytics and reporting. Marketers can analyze and create highly targeted list segments in seconds using intuitive visualization tools and immediately execute rich, behaviorally driven campaigns from their desktop, encompassing multiple online touch points. These include email featuring fully dynamic content, Web form data collection and personalized Web site landing pages.

As a component of the Alterian Marketing Suite, the Dynamic Messenger email marketing solution will comprise a fully customizable client interface, an XML Web Services API, a .NET Library supporting broad online marketing execution functionality, and a flexible real-time database system which has already been integrated with the Alterian Engine. Dynamic Messenger's distributed platform also features enterprise class user management controls which provide permission based access to all data, content and functionality. This ensures appropriate influence at the corporate level over messaging, content and compliance while still permitting localized campaign selection and execution. Online campaign history and results can be integrated with a marketer's offline data for cross-analysis.

The expanded Alterian Marketing Suite is available to MSPs on a hosted or on-premise basis.

Register or login for access to this item and much more

All Information Management content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access