, a marketing services company, is making major changes. Following a management buyout by SDL, the company relocated its headquarters from Bristol in the United Kingdom to Denver and relaunched as a marketing services company focused on adaptive customer experience.
The company's services are aimed at allowing marketers to use consumer data and history to engage with customers in real time. Its Dynamic Decision Engine allows marketers to personalize the customer, manage the experience even if they're engaging with a site and over the phone at the same time, ensure followup and incorporate new learning about the customer into the system.
"Our goal is to give marketers the ability to bring the rich history of consumer transactional data together with the real-time context of how the consumer interacts with the brand, providing a unique and consistent customer experience across channels," explains Robert Hale, Alterian CEO. "For many marketers, this is first time they can really seize the opportunity to connect data with customers -- on customers' terms -- to spark an instantaneous, welcomed exchange and create a profitable relationship."
In addition to the real-time services, Alterian's services also conduct batch campaigns and analytics. Those tools help marketers rapidly define audiences and find opportunities across their ecosystem, the company says.
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