The Alterian suite of tools provide the ability to data mine, segment, produce dynamic dash board/business intelligence reporting, automate marketing campaigns and produce post-campaign analysis using state-of the art resources with a very affordable cost structure. Combined with Genesis Direct’s marketing and data capabilities, clients can enjoy the ‘best of both worlds”; thorough and dynamic database marketing programs without taxing internal IT and marketing resources. Finally, the experts within your organization can have the tools to apply their knowledge, routine marketing tasks can be automated and strategic resources can be applied to their highest and best use.
As with any tool, the more it can accomplish, the more valuable that tool will be to the user. The Alterian application suite is no exception. It has the ability to address multiple functions within an organization, eliminating the need to purchase, learn and support dedicated applications across the enterprise.
Alterian Functions
OLAP/Business Intelligence - Alterian provides a platform to produce, automate and publish management reports in a “dashboard style” format for all levels of an organization. These reports can be automated to export upon each database update and can also include dynamic charts and graphs. In addition, the “deep thinkers” will be afforded direct database access to ask the next logical question without being placed in the IT queue nor needing SQL or programming skills. The Alterian “drag and drop” graphical interface opens the door for staff with vast amounts of business knowledge to apply their skills, but without requiring a technical proficiency to manage data.
Data Mining/Modeling- Sometimes the answers are just below the surface. To get at these, a special set of tools is needed, specifically data mining resources. The Alterian suite includes the data mining resources best suited for the mid tier organizations – and does not include “bleeding edge” approaches that require a crystal ball to interpret. In a matter of weeks, your organization can employ the same level of data mining expertise to drive your marketing campaigns that the big players use, at a fraction of the cost.
Campaign Segmentation and Automation- The heart of the Alterian solution is its ability to design marketing campaigns and leverage these campaigns in an automated fashion. Strategic segments can include cross sell, up sell, and event driven efforts and support channel specific initiatives. Tactical treatments can include segment level exclusions, random, “nth” or hierarchical selection processing, mutual exclusivity processing, and offer/channel assignments. Additionally, ROI variables can be applied to produce pro-forma analysis as part of the campaign selection process. Naturally, all segments and segment criteria can be saved for post-campaign analysis and serial execution.
Deployment Options
What makes the Genesis Direct/Alterian solution truly unique are the deployment options. Depending on your business model, staffing constraints, or desired level of involvement, Genesis Direct can simply build and host your Alterian database. Or if desired, Genesis can compliment and support your internal marketing staff by assisting in marketing efforts; taking ownership of the “routine, scheduled” marketing efforts while your experts focus on new strategies and initiatives. Genesis is staffed with marketing managers, production coordinators and data processing experts that can become your de facto marketing department team if desired. These deployment options, combined with the modular approach of Alterian, create a truly customizable solution that can be tailored to fit your exact needs and objectives.
ASP Deployment- Genesis Direct provides data processing services, Alterian configuration and user support in addition to hosting your database in a secure environment. Your marketing and business intelligence staff would have exclusive access to your marketing database.
Service Bureau Deployment- In addition to data processing services, Genesis Direct would act as a marketing resource, executing campaigns as specified by your marketing manager. Genesis would assume the responsibility for timely execution of prescribed segments and reports, based on input from your designated staff. Genesis would assume the burden of training, process design, and process documentation.
Combined Deployment- Sometimes you can have the best of both worlds. With the combined deployment solution, your business experts can apply their strategic insight at the same time Genesis Direct brings their tactical marketing expertise to bear on your marketing and BI efforts. You can truly start at the top of the learning curve and recognize the quickest payback by utilizing the best resources available.
Learn more at Alterian.com
