Alterian completes strategic acquisition of
Mediasurface
Purchase of
Web Content Management company allows Alterian to offer
multi-channel analytics with execution and content to help
marketers maximise profit from customers’
behaviour.
London - July 07, 2008 –
Alterian (LSE: ALN), the leading international integrated marketing
platform provider, has announced the completion of its
acquisition of Web Content Management software company,
Mediasurface plc, including its flagship products Morello and
Immediacy, subject only to the formality of admission of the
consideration shares to trading on the London Stock Exchange which
is expected to take place on 9 July.
The addition of Mediasurface’s web content
capabilities will enable Alterian to expand its Marketing Services
Platform to offer integrated analytics, content and execution that
fits the needs of marketers both today and in the future.
Alterian’s strengths in online and offline analytics will be
enhanced by Mediasurface’s content management and execution for
websites, corporate intranets, extranets and social media
channels.
“Websites are increasingly becoming a core
part of measurable lead generation, as well as more traditional
branding activities. As such, the case for optimising the
customer experience through the web is further accelerating –
requiring powerful web content management capability linked to
analytics of all of an organisation’s marketing data. Through
the acquisition of Mediasurface, Alterian is bringing together a
powerful mix of analytics, content and multi-channel
execution. We believe that Alterian now has a much more
compelling proposition than either traditional marketing suites or
pure online marketing software players, and we are confident the
acquisition will prove to be hugely significant in the Company’s
future growth,” said Alterian CEO, David
Eldridge.
Whilst the new company will trade as Alterian,
it will continue to invest in and support Mediasurface products,
with Morello and Immediacy forming both best of
breed products, and being integrated as key components of the
Alterian Marketing Services Platform. This follows the
successful strategy adopted by Alterian following its acquisition
of email and online marketing software company Dynamics Direct in
2006 which, as a result of continued investment, has seen its
products move up in industry analyst rankings as best of breed
stand alone offerings, as well as benefiting from integration with
the rest of Alterian’s software platform.
Eldridge continued, “Both companies were
already experiencing strong growth, and the acquisition will build
on that success as we create a dynamic and innovative approach to
marketing. Mediasurface will strengthen our hand right across
the globe, but North America is a particularly important strategic
market for us, and we are now able to significantly extend the
distribution of Mediasurface products in that region.”
The combination of Alterian and Mediasurface
will empower approximately 1,000 marketing departments and a
network of 100 channel partners across 26 countries, while more
than doubling Alterian’s number of employees to approximately 300
worldwide. The new Alterian will also have an impressive
array of international developers, with teams in Los Angeles and
Bangalore, as well as in the UK, all working to bring the very
latest in innovation to Alterian’s partners and customers.
Alterian is already the database marketing
software partner for global brands such as Accenture, Acxiom,
Carlson Marketing, Experian, Epsilon, InfoUSA, Merkle, Ogilvy One
and Euro RSCG Worldwide, and its Integrated Marketing Services
platform has significantly evolved over the past two years.
Through a combination of organic development and acquisition,
Alterian has built a powerful analytically led integrated marketing
platform that delivers email, database, and operational marketing
and reporting.
Alterian was the only company to be included
in both Forrester Research’s |
The Forrester Wave™: Enterprise Marketing Platform; Q1 2008
(January 2008) and JupiterResearch’s
|
E-mail Marketing Buyers Guide, 2008. Most recently
Alterian was included in Forrester Research’s
The CRM 2.0 Imperative (March 2008).
“The increased channels available to a modern
marketer have led to a huge increase in the volumes of customer
data generated. To understand this data, and your customers, you
need superior analytics. Yet consumers react to content, and with
the advent of Web 2.0 are now even generating content of their own.
To capture all these reactions and interactions is impossible
without an integrated marketing platform, which is why we feel that
Alterian is ideally positioned to help marketers maximise profit
from their customers’ behaviour,” concluded Eldridge.
Ends
About Alterian
Alterian (LSE: ALN) empowers marketers with an
integrated marketing software platform combining database, online
and operational marketing applications on a shared data
infrastructure. The Alterian Marketing Services Platform makes it
practical and cost effective for marketers to use actionable
insight to execute an integrated marketing strategy across online
and offline channels.
It is the unique integration
of analytics, content and execution through Alterian’s
industry leading tools, such as the Dynamic Messenger email
platform, and the award winning Morello and Immediacy Web
Content Management solutions, which enables marketers to drive
a seamless, multi-channel customer experience.
Alterian’s analytically-led software is
delivered to approximately 1,000 marketing departments, across 26
countries, and an international network of more than 100 business
partners, including marketing services providers, agencies and
systems integrators. Its partners, such as Accenture, Acxiom,
Allant Group, Cap Gemini, Carlson Marketing, Experian,
Epsilon, InfoUSA, LogicaCMG, Merkle, Ogilvy One and Euro RSCG
Worldwide, deliver Alterian software alongside their own domain and
services expertise to help market leaders such as Princess Cruises,
General Motors, Zurich, Astra Zeneca, HSBC, Limited
Too, AEGON, Avis, Worldwide Wrestling Entertainment, Dell,
Amnesty International and Vodafone integrate marketing processes
and drive competitive advantage. For more information about
Alterian, products within the Alterian Marketing Services Platform
or our Partner Network, please visit www.alterian.com.
For more information, contact:
Hannah Smith
Ruder Finn London
+44 (0) 207 462 8900
hsmith@ruderfinn.co.uk
Adrienne McGarr
Ruder Finn Chicago
312-329-3907
mcgarra@ruderfinn.com
Malti Shukla
Alterian
312-884-5226
MShukla@alterian.com