Alterian, a leading global provider of analytics-led integrated marketing technology, announced it has acquired Marketing Resource Management (MRM) software provider Nvigorate Limited. Nvigorate's customer base includes leading brands in the financial, retail, automotive, travel & leisure and information management sectors. The entire Nvigorate staff will be joining Alterian and the existing management team will remain in place.
Nvigorate's products, sold under the OnePlace banner, include functionality in the key areas of planning and budgeting, creating marketing programs and content, distributing marketing content and measuring and optimizing marketing performance. Delivering substantial benefits in the areas of brand management and marketing operations, OnePlace is available on a hosted or on-premise basis.
As marketers seek ways to improve efficiency and measure and report on success, Alterian believes that demand for MRM software - and the need to link this with database marketing and execution capabilities - is developing rapidly. Organizations must continuously strive to improve the effectiveness of marketing activities by managing the marketing process through all the stages of planning, execution and measurement of results, regardless of channel or activity.
According to Elana Anderson at Forrester Research, "More than three out of four marketers agree that they would like a more comprehensive and integrated application suite. Such a suite would facilitate program integration, enable contact optimization, simplify measurement and tracking of cross-application information, and reduce reliance on IT resources." (How Marketers Buy Technology, Forrester Research Inc., July 5, 2006)
The Alterian Marketing Suite currently offers a critical foundation of data warehousing, segmentation, analysis and both online and offline marketing execution functionality. Through the integration of Nvigorate's MRM products, Alterian will offer a broad application set to address the needs of marketers in both marketing efficiency and effectiveness across all channels.
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