Alterian Acquires Nvigorate Acquisition to provide Marketing Resource Management capability for distribution through Alterian's global partner base
Tuesday, 12 September 2006
Alterian, provider of Analytics Led Integrated Marketing technology, announced it has acquired Marketing Resource Management (MRM) software provider Nvigorate Limited. Nvigorate's customer base includes leading brands in the financial, retail, automotive, travel & leisure and information management sectors. The entire Nvigorate staff will be joining Alterian and the existing management team will remain in place.
Nvigorate's products, sold under the OnePlace banner, include functionality in the key areas of planning and budgeting, creating marketing programs and content, distributing marketing content and measuring and optimizing marketing performance. Delivering substantial benefits in the areas of brand management and marketing operations, OnePlace is available on a hosted or on-premise basis.
As marketers seek ways to improve efficiency and measure and report on success, Alterian believes that demand for MRM software - and the need to link this with database marketing and execution capabilities - is developing rapidly. Organizations must continuously strive to improve the effectiveness of marketing activities by managing the marketing process through all the stages of planning, execution and measurement of results, regardless of channel or activity.
According to Elana Anderson at Forrester Research, "More than three out of four marketers agree that they would like a more comprehensive and integrated application suite. Such a suite would facilitate program integration, enable contact optimization, simplify measurement and tracking of cross-application information, and reduce reliance on IT resources." (How Marketers Buy Technology, Forrester Research Inc., July 5, 2006)
The Alterian Marketing Suite currently offers a critical foundation of data warehousing, segmentation, analysis and both online and offline marketing execution functionality. Through the integration of Nvigorate's MRM products, Alterian will offer a broad application set to address the needs of marketers in both marketing efficiency and effectiveness across all channels.
"With the increasing focus on marketing efficiency and accountability, the demand for Marketing Resource Management software is expanding, particularly in North America where regulation is an additional driver," commented Luke McKeever, Alterian's EVP of Corporate Development. "By combining this capability with Alterian's market leading integrated marketing platform, Alterian has a very compelling proposition for our current business partners and their customers, as well as opening up new channel opportunities. Following an extensive review of the market, we are delighted to have found in Nvigorate a great fit in terms of people, technology platform and functionality."
Richard Goat, chief executive officer of Nvigorate says, "OnePlace is the ideal complement to Alterian's existing strengths in online marketing, modeling, campaign management, data visualization, analytics and reporting. This expands Alterian's potential base of channel partners and now provides Marketing Services Providers, Agencies and Systems Integrators with the ability to serve marketers' needs at every stage in the marketing lifecycle. The integrated technology platform that will emerge from this transaction features the most complete functionality available in the market."