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Alterian Recognized in Gartner's Magic Quadrant for Social CRM

By Rajani Baburajan
TMCnet Contributor

Alterian, a provider of customer engagement technology and solutions, announced it has earned recognition from Gartner’s (News - Alert) second Magic Quadrant for Social CRM, published July 25th, 2011.

In the Magic Quadrant for Social CRM report, Gartner expects the social CRM market to reach over $1 billion in revenue by year-end 2012, up from approximately $625 million in 2010.

Gartner recognized Alterian for its continued investment in their products and ability to provide marketers with a measurable return on investment through industry leading tools that enable integrated communication strategies for a more personalized customer experience.

Alterian adopts a social marketing approach to social customer relationship management (Social CRM) by adding social monitoring to its current line-up of marketing applications including campaign management and content management/publishing.

The solution allows clients to leverage social insights to influence their Multi-Channel Campaign Management strategies both in terms of content and targeting when planning campaigns, as well as fine tuning and measurement during/after campaign execution, company officials said.

According to Gartner, even at nearly the peak of the Hype Cycle, many companies have treated social CRM as a series of experiments and tactical purchases. Few have a social CRM strategy or established metrics to measure its effect on hard business results.

The Gartner report further states that though integration did not matter much when enterprises were just experimenting with social CRM, companies are asking for the integration of social data with other customer data.

Alterian was also recognized for its professional services that started with their 2010 acquisition of Intrepid, an international market research and social media analytics consultancy. These services help businesses gain insights from their data for more effective, actionable marketing campaigns.

Alterian has also been recognized in recent Gartner Magic Quadrants for CRM Multichannel Campaign Management, Marketing Resource Management, Enterprise Marketing Management, and Web Content Management.