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.