Merkle licenses Alterian latest marketing platform

Database and direct marketing services firm Alterian has signed a three-year licensing agreement with database marketing agency Merkle for the latest addition to its marketing suite, the Dynamic Messenger online marketing platform.

Under the agreement, Merkle, Lanham, MD, will roll out Chicago-based Alterian's technology to current and new clients and integrate Alterian's solution with other online and offline marketing services.

This contract expands the current agreement between the two companies signed in March 2006 that enabled Merkle to use the Alterian Marketing Suite, a software platform that enables marketers to gain insight into their data to drive marketing activities from a single set of applications and infrastructure.

Following the acquisition of Dynamics Direct in May 2006, Alterian has integrated the Dynamic Messenger platform into the Alterian Marketing Suite, allowing for online and offline data to be analyzed together, and used to action marketing activity across multiple channels.

Merkle said that by deepening its relationship with Alterian, it will be able to provide select clients with customized tools that can lead to critical improvements in customer insight, speed to market and multi-channel integration.

Merkle also expects Alterian's technology to yield internal operational
benefits by shortening implementation times and reducing delivery costs.