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Whitepapers

Use Alterian's whitepapers to help solve the challenges you face in shifting your marketing into engaging customer interactions

  • Technology does not drive customer insight

    Marketing Directors are being dazed by data” and many observers are “dumbfounded” by marketers’ willingness to be seduced by social media. “if other departments take control of customer insight, then marketing is in danger of losing its power tool

  • 3 Reasons for Smart Retailers to Use Multichannel Tactics

    3 Reasons for Smart Retailers to use Multichannel Tactics As published in DMNews The most recent postal rate increase isn’t a shock to anyone. But it should be a wake-up call for retailers who aren’t taking a well-integrated, multichannel approach to marketing. The glory days are over. Retailers can no longer simply raise prices to cover rising costs. Download 3 Reasons for Smart Retailers to Use Multichannel Tactics (408KB)

  • Contact Optimization for Direct Marketers

    Contact Optimization for Direct Marketers hanges in customer behavior, contact saturation, and the emergence of new technologies are forcing marketers to identify new ways to acquire, retain, and grow customers. At the same time, marketers are under tremendous pressure from above to prove the value of their expenditures. It’s no wonder they are drawn to the term “optimization.”

  • How to Make Marketing Integration a Whole Lot Easier

    How to Make Marketing Integration a Whole Lot Easier. Want to really frighten someone? Invite the poor soul to a meeting titled “Marketing Integration Planning.” Many marketers would probably rather manually cleanse a million database records than suffer through a project to sync up data, goals and technologies from multiple teams within the marketing department – or potentially further a field.

  • Creating a Marketing Dividend

    Through analyzing the operational efficiency of every marketing department, a marketing dividend can be realized. This can either be used to increase marketing spend or to maintain marketing spend if budgets are reduced

  • Bringing Value to the Boardroom Table - CMO Pulse

    Bringing Value to the Boardroom Table - CMO Pulse A supplement to DIRECT Magazine The CMO Pulse guide considers some of the areas where Alterian contributes to providing an unconventional approach to database marketing and delivering unconventional wisdom to the CMO. Downloads Bringing Value to the Boardroom Table - CMO Pulse (3MB)

  • How to Take Control of Database Marketing

    How to take Control of Database Marketing - And What Happens When You Do As published in MultiChannel Merchant So you don’t have a Ph.D. in computer science. You can’t write a 100-line string of SQL code or pull off a left outer join in a relational database. Yes, database marketing is approaching mind-boggling sophistication. But the tools to get the job done are actually becoming easier to use. So easy, in fact, that there’s no reason database marketers everywhere shouldn’t take control of their own destiny. Downloads How to Take Control of Database Marketing (410KB)

  • Marketing without analytics: Is it really marketing?

    Marketing without Analytics: is it really Marketing? As published in DMNews You can have the best sales pitch in the world, but if you don't know who your audience is, or what they are looking for, your strategy is based on chance. Wrong message, wrong time means the potential impact of your communication is decreased. Marketing – smart, cost-effective marketing – is about listening to what a specific person, or group of people are looking for, responding to that need or desire, and converting them to a "Yes." Marketing is communication and communication is, by definition, a two-way street. Downloads Marketing without analytics: Is it really marketing? (410KB)

  • Optimising Campaign Planning

    The Benefits of Using a Decision Engine to Optimize Campaign Planning for Direct Marketing As Published in Database Marketing & Customer Strategy Management vol. 13 This paper is about a new technique for undertaking campaign planning for direct marketing, and the benefits that this can provide, as evidenced by case studies in financial services and utilities. It demonstrates a very considerable commercial uplift in terms of the value generated from direct marketing, but does not require any change in operational technology. Downloads Optimising Campaign Planning (131KB)