Allant drives Marketing Optimization results through marketing automation capabilities that support a wide range of data management, database and end user functions that are designed to ensure that execution does not stand in the way of performance. Most marketers face the following challenges when it comes to executing customer centric approaches to marketing:

• Operationalizing analytics is difficult
• Multi-channel marketing is challenging
• Data quality remains a major obstacle

Allant addresses these challenges through a broad Marketing Optimization solution infrastructure that is inclusive of both analytic and operational driven systems. Analytic database systems support the needs of strategy consultants and modelers who perform knowledge discovery, modeling & analysis, strategy development, experimental design, campaign simulation, reporting, performance measurement and make program modifications. Operational database systems support the needs of business and marketing analysts who perform marketing planning & budgeting, program & campaign management, campaign development & execution, error reconciliation, auditing & research, response analysis and campaign measurement & reporting. The two systems are synchronized via a customer ID and data is exchanged quickly and easily between systems as dictated by client requirements.

Underpinning both systems is a broad data quality management framework that has two layers, a data processing layer and a data engineering layer. The data processing layer supports traditional data processing functions including hygiene, enhancement, suppression, matching, grouping, channel execution and response processing among other activities. The data engineering layer supports sophisticated data sourcing, exploratory data analysis, data aggregation, derived data manufacturing, data transformation, data manipulation, business rules management and scoring. The value of this two layered approach is that both contact and customer information is improved to support marketing strategy and programs vs. simply improving name and address information.

Allant understands what it takes to successfully execute sophisticated, insight driven marketing programs. Allant also understands that client's have varying needs depending on existing capabilities, investments and their level of maturity in any given functional area of Marketing Optimization. We believe our approach to operationalizing marketing strategy through marketing automation processes and technologies offers clients key advantages as follows: