Alterian, the leader in customer engagement technology and solutions, announced that it has been recognized by Gartner (News - Alert) Inc., the leading information technology research and advisory company in its second Magic Quadrant for Social CRM. By including social monitoring in its existing array of marketing applications together with campaign management and content management/publishing, Alterian is taking a social marketing approach to social CRM. Clients can leverage social insights to manipulate their Multi-Channel Campaign Management strategies in terms of content and targeting when scheduling campaigns through integration, as well as fine tuning and measurement during or after the execution.

In a release, Gartner said, “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. Integration did not matter much when enterprises were just experimenting with social CRM. However, companies are asking for the integration of social data with other customer data.”

Alterian also provides specialized services with their acquisition in 2010 of Intrepid, an international market research and social media analytics consultancy, to assist businesses bring together insights from their data for extra effective and actionable marketing campaigns.

Mike Talbot, President, Alterian, said that, “We are pleased to be included in the Gartner Magic Quadrant Analysis. Alterian has continued to invest in our products over the years and believe this recognition speaks to our 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 has earlier been recognized in other recent Gartner Magic Quadrants for CRM Multichannel Campaign Management, Marketing Resource Management, Enterprise Marketing Management, and Web Content Management.

Alterian enables businesses to create pertinent, efficient and engaging experiences with their customers and prospects through social, digital, and conventional marketing channels. Alterian’s Customer Engagement solutions are targeted in four focal areas: Social Media, Web Content Management, Email, and Campaign Management & Analytics. Their technology is used either to address a particular promotion challenge or as part of an integrated advertising platform. Alterian distributes its software as a service, or on premise.