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Alterian Included in the Gartner Magic Quadrant Analysis

By Deepika Mala
TMCnet Contributor

Gartner (News - Alert) Inc., the world's premier information technology research and advisory company has recognized Alterian, the major player in customer engagement technology and solutions, in its Magic Quadrant for CRM Multichannel Campaign Management.

The Magic Quadrant is a graphical representation of a marketplace at and for a specific time period. It depicts Gartner's analysis of how certain vendors measure against criteria for that marketplace, as defined by Gartner.

In a press release, Mike Talbot, president of Alterian, commented on the announcement, “We are pleased to be included in the Gartner Magic Quadrant analysis. Our vision has always been to change the face of marketing from mass communication to engagement with the individual, and we believe this recognition speaks to that vision, as well as our ability to deliver for our customers.”

Vendors against a set of criteria that make up ability to execute and completeness of vision are evaluated by Adam Sarner’s 2011 Magic Quadrant for CRM Multichannel Campaign Management.

Despite the bad economy during the past year, Gartner has been able to maintain its continuous overall positive growth in the Multichannel Campaign Management market.

Marketers continue to shift investments from mass-marketed, one-channel, one-way, company-driven campaigns to multichannel, measurable, interaction-driven campaigns.

The report states that, “By gathering a more holistic view of their customers' behaviors, marketers may be able to reduce the perception that their messages are "interrupting" their customers. Instead, savvy marketers would be able to reach prospects in a much more relevant, contextual way — at the precise moment when the customer is evaluating and making decisions about purchasing a product or solution.”

In related news, Alterian has recently announced a new partnership with Buxton, the leader in customer analytics for market planning and marketing services.

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