Naperville, Illinois, USA – December 13, 2007–Executives from Charter Communications and The Allant Group jointly addressed a packed session at the National Conference on Database Marketing (NCDM) National Conference in Las Vegas. The presentation focused on the challenges and opportunities around multi-channel marketing at Charter, and the marketplace at large.

Charter Vice President of Marketing Sciences Tim Doolittle provided an overview of Charter, and the dynamics of marketing in the cable industry today. Doolittle outlined Charter’s current marketing capabilities, and highlighted some of the direct marketing challenges associated with Charter’s legacy marketing environment. “Adopting integrated, multi-channel direct marketing has implications for everything from strategy and budgeting, to database infrastructure, analytics and measurement”, said Doolittle. “It has to be an evolutionary process.”

Joining Doolittle on stage was Eric Schmitt, Executive Vice President of The Allant Group.  Schmitt discussed the urgent need for marketing organizations to adapt multi-channel database and analytical marketing. Said Schmitt, “Using the Web as a response channel for direct mail comes naturally to consumers, yet few marketing organizations can effectively test or measure this behavior.”

The presentation identified key ingredients for multi-channel integrated direct marketing. These include a customer-centric database capable of storing promotions and response history across direct mail, inbound and outbound telemarketing, email and the Web. The need for an accurate multi-channel response attribution system, capable of measuring campaign performance consistently across these channels was also highlighted. The Allant Group has been working to define and implement this type of database marketing infrastructure with Charter since 2007.

About Allant
Allant is a Marketing Optimization solution provider that leverages predictive intelligence, strategic and analytic services and marketing automation to maximize marketing spend productivity, strategy and results for its clients. Founded in 1984, Allant has built core competencies in data management, database services, analytics and strategy which are delivered by highly skilled professionals. For more information on Allant and its products, services and solutions, call 800 367 7311 or visit Allant on-line at www.allantgroup.com.