Alterian acquires contact optimization technology

Share this article:

Alterian 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 focused on delivering marketing optimization capabilities. Campaign Calculus is its contact optimization software.

Chicago-based Alterian said 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 uses advanced algorithms to quickly and efficiently 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.

Alterian said it would make Campaign Calculus immediately available through its global partner network, adding strategic planning and contact optimization capabilities to its Alterian Marketing Services Platform.

The Customer Partnership also has entered into a strategic alliance with Alterian to support the launch and roll out of Campaign Calculus by Alterian and its partners.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Word to the Wise: 100% Viewability

Word to the Wise: 100% Viewability

100% viewability is quite the myth.

12 Big Data Facts for Marketers in 2014

12 Big Data Facts for Marketers in 2014

The idea of Big Data is nothing new, but its potential to solve today's problems and spark innovation is unprecedented.

Harvard Prof: Marketers Need to Step Up Their Predictive Abilities

Harvard Prof: Marketers Need to Step Up Their ...

Statistics expert Edo Airoldi says data must be paired with predictive analytics before marketers can truly forecast customer behavior.