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Driving Analytically Led Direct Marketing By James Comtois As a means of driving analytically led direct marketing, Alterian, an enterprise marketing platform provider, has formed a partnership with ChoicePoint Precision Marketing, a provider of direct marketing and database services whereby CPPM will use Alterian's Marketing Services Platform. The Alterian Marketing Services Platform will power CPPM's multi-channel marketing strategies by consolidating information across those channels and providing instant, intuitive responses to queries. The Alterian platform will allow CPPM's marketing and analysis teams to perform more advanced segmentation, decision-making and tracking. "With Alterian providing the Enterprise Marketing Services Platform that is a favorite among insurance marketers, it's only natural that CPPM and Alterian would work together to serve the needs of the insurance and broader financial services markets," said David Eldridge, CEO of Alterian. CPPM has initially elected to deploy four Alterian applications central to integrated direct marketing. The first application is the Alterian Engine, a database analytics application that offers tremendous speed, capacity and flexibility. The engine is able to run ad hoc queries that span huge volumes of data and deliver results in seconds. Data Discovery and Visualization allows analysts to answer complex or impromptu questions quickly, easily and cost-effectively. The system empowers users to directly interact with the data as they follow their instincts in uncovering behavior embedded in transactions. Then it transforms complex results into useful metrics and graphical information. Selection Planner provides a full-featured planning tool to manage and generate large numbers of selections - with actual counts, not just estimates. The Alterian platform enables the rapid development of highly targeted segments in order to provide more responsive marketing lists. Finally, Analytical Reporting delivers a complete reporting solution surrounded by a powerful, interactive analytic tool that's also easy to use. This allows analysts to make better, faster decisions through a dynamic environment that facilitates discovery, as well as standard reports. Each of the applications draws on data from the Alterian Engine, using a single set of common commands and a single interface, making processes easy and intuitive for CPPM's marketing analysts. "We requested proposals from four providers, then held intensive, six-week proof-of-concept periods with two. We threw out very sophisticated scenarios and Alterian got it," said Scott Watkins, vice president of database solutions for CPPM.

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