Naperville, IL - December 16, 2008 –Allant announced today that the National Conference on Database Marketing jointly awarded Charter Communications and Allant an Analytics & Modeling Applications excellence award at the National Center for Database Marketing conference in Orlando.  The Direct Marketing Association (DMA) and DIRECT magazine presented the 2008 Database Excellence award winners at a luncheon held on December 9, 2008. The NCDM Database Excellence Awards honor organizations that have demonstrated ingenuity and creativity in leveraging their marketing databases.

In early 2007, Charter Communications, Inc., the third largest publicly traded cable operator in the U.S., embarked on a strategic initiative to improve its current technical and data infrastructure, targeting and measurement capabilities. This was done to meet the company's marketing requirements.  The objective was to implement, in less than six months, a new direct response marketing infrastructure that leveraged a wide range of customer data, customer analytics and world class applications to increase response rates and reduce expense through improved targeting strategies incorporating better predictive models.

Best practices were applied in customer retention, customer profiling/analysis, prospecting/order generation, modeling/segmentation and systems development/installation/upgrade.   Since the solution launched, Charter Communications has experienced a steady increase in acquisition response rates, up to 50% quarterly improvement year over year.  Factors driving these improvements include refined targeting, less frequent mailing of likely non-responders, offer innovation and test, analyze and learn disciplines.  Similar results have been realized for migrating customers from single to multiple products and new offers are performing at above average response and revenue rates.

“What Charter and Allant put in place, and the NCDM awarded them both for, is a state-of-the-art, intelligent, centralized direct response marketing apparatus which has delivered incredible improvements in a short time frame,” said Terry McCarthy, President of The Allant Group.  “The result is a powerful and flexible national direct response marketing engine that allows for rapid development and deployment of analytics into direct response marketing processes.

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.