LatinLists partners with Alterian

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Analytically led integrated marketing firm Alterian has signed a deal with LatinLists, a Latin American multinational leader in list generation and database management.

The announcement represents Chicago-based Alterian's first partnership with a Latin American organization.

LatinLists has more than 30 million segmented in-depth consumer records, and provides lists as the launching pad for its clients' direct marketing campaigns. With operations in Venezuela, Ecuador and Argentina, and soon to open in Latin America's key markets, LatinLists is building the most complete consumer database in the region. The most recognized companies in the banking, insurance, mass market and automotive industries, as well as the main call centers and advertising agencies, use LatinLists services to build and better segment their databases and to directly reach clients with more targeted offerings.

The partnership involves LatinLists' implementation of four key Alterian modules: Data Discovery and Visualization, Selection Planner, Analytic Reporting and Dynamic Messenger. By using these modules in conjunction with data held in Alterian Engine, LatinLists will be able to accomplish two major business objectives. The first is for internal management of their consumer database, which currently holds more than 30 million records and is growing rapidly. The second is to offer the same technology to their growing customer base. Currently, LatinLists has a strong foothold in the financial industry, with clients in the banking and insurance sectors.

Noel Poler, CEO, LatinLists said its goal is to have a database of 500 million records from Mexico to Argentina, so it is critical that we chose the right partner. After eight months of research we decided that Alterian is the perfect solution.

By licensing Dynamic Messenger, Alterian's module that allows marketers to manage e-mail and online marketing campaigns, Latin Lists will provide a comprehensive integrated service to clients as well as local agencies.

In other news, Alterian also announced a new partner agreement with India's largest relationship marketing agency, DIREM Marketing Services (Muimbai) Pvt Ltd., which has offices in Mumbai and Kolkata, India.

Alterian's first partner in India, DIREM specializes in providing loyalty marketing programs to major organizations including Bharat Petroleum, Yahoo, Hindustan Lever, Colgate, ICICI Bank and Tata AIG General Insurance.

Through the partnership, DIREM will use Alterian's Marketing Services Platform to enhance the speed and flexibility of its customer data analysis offering to both existing and future clients. Established in 1989, DIREM is one of India's pioneers in the field of relationship marketing and offers a comprehensive range of services to a number of blue chip clients, both in India and internationally.

DIREM's in-house team of analysts regularly work with large databases -- for example, one of its retail clients transfers around 200,000 transactions every day, while a mobile provider uploads 400,000 transactions daily.

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