Naperville, Illinois, USA – December 14, 2007–Allant announced today that the National Conference on Database Marketing awarded The New York Times and Allant one of its highest honors, the Gold Medal for Technological Applications.  The Direct Marketing Association (DMA) and DIRECT magazine presented the 2007 Database Excellence award winners at a dinner held in Las Vegas on December 11, 2007. The NCDM Database Excellence Awards honor organizations that have demonstrated ingenuity and creativity in leveraging their marketing databases.

The New York Times and The Boston Globe, newspapers owned by The New York Times Company, worked closely to research, scope and implement an integrated marketing database solution to materially improve return on marketing investment.

The objective was to implement a customized solution that successfully integrates systems across multiple vendors and multiple locations, while accurately and efficiently processing a large amount of dynamic data.  The project timeline was very aggressive, as the system had to be in production within six months from the time a request for proposal was distributed.  To ensure that the data was high quality and up-to-date, the solution needed to include regular data feeds, cleansing and quality assurance procedures. 

Best practices were applied in vendor selection, contract negotiation, project management and database design.  Since the solution launched less than three months ago, The New York Times and The Boston Globe have experienced measurable benefits in speed and accuracy, campaign response rates, and many other areas.  Database production expenses were kept constant, incremental savings are expected in other areas, and capital expenditures were not required.

“This high performance team consisting of business and technical staff came together to deliver the solution on-time and on-budget,” said Terry McCarthy, President of The Allant Group. “The solution was exactly what the NCDM awarded it for—ingenious and creative.”

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.