Epsilon expands partnership with Alterian to enhance loyalty solution

Marketing technologies and services provider Epsilon has extended its partnership with Alterian, a provider of software for analytics led integrated marketing.

Under the partnership, Chicago-based Alterian technology will support the database querying and filtering capabilities in Dallas-based Epsilon's latest release of its ValueScape analytical solution, a component of its loyalty offering. The integration is designed to empower marketers to explore, segment and analyze customer information in a dynamic fashion without the creation of multi-dimensional analytics cubes.

"Embedding the Alterian Marketing Suite within our ValueScape offering enables us to offer our loyalty clients more flexibility to perform deep, dimensional data analysis, complex query execution and campaign activity through a simple and intuitive interface," said Bryan Kennedy, chief operating officer of Epsilon and president of its Strategic Database Services group. "A lot of our mid-market customers are looking for an out-of-the box solution like this to help them manage their loyalty programs."

Epsilon's loyalty offering is part of the Strategic Database Services group, which currently manages full-service loyalty operations for a large portfolio of leading utilities, retail, hospitality and financial services brands.

In addition to making powerful, user-friendly analytical tools accessible to marketers, Epsilon's ValueScape 2.0 uses continuous updates from online and offline marketing channels, enabling loyalty marketers to tap into a rich repository of behavioral and transactional member data to support the design and measurement of loyalty marketing programs.

The solution is specifically designed to make it easy for companies whose loyalty programs, "get more complex over time," Mr. Kennedy said .