Alterian launches enterprise marketing software platform

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NEW YORK - Global enterprise marketing platform provider Alterian officially released the Alterian Marketing Services Platform at DM Days in the Jacob Javits Convention Center.

The Alterian Marketing Services Platform incorporates three key marketing functions - database, digital and now operational marketing - at both the database and application level. The platform lets design, planning, multichannel execution, as well as reporting and analysis be executed as part of one workflow and using a common user interface.

The Alterian Marketing Services Platform is designed to meet the requirements of today's businesses, in which marketing is taking on an increasingly strategic role, Chicago-based Alterian said. The Platform, for example, aids in achieving greater customer centricity and process optimization to provide competitive and cost advantages.

Additionally, the integration of Alterian's marketing operations product (traditionally known as Marketing Resource Management), allows them to offer a broad set of operational functions to address the key areas of planning and budgeting, creating and distributing marketing programs and content, and measuring and optimizing performance.

Also at the conference, Alterian, announced its new company positioning based upon a model for successful marketing titled "This is Marketing," which consists of the five essential elements (people, passion for marketing driven by analytics, process, partners, and platform) that marketers need to address to become customer-centric organizations.

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