Digital Alchemy turns to IBM Smarter Commerce Technology to Power Multi-Channel Marketing Campaigns

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Sydney, Australia - 24 Jan 2012: IBM (NYSE: IBM)  today announced that Digital Alchemy, a leading Australian database marketing service provider, has extended its commitment to IBM’s Enterprise Marketing Management (EMM) software to more quickly and easily enable cross-channel interactive campaigns for its clients.

A longstanding partner, Digital Alchemy has expanded its use of IBM EMM technology as a critical part of its offerings which include marketing automation and strategic analysis for a number of high-ranking clients in industries including telecommunications, financial services and insurance such as RACQ, Suncorp, Virgin Mobile, Telecom New Zealand and Weight Watchers. Additionally, Digital Alchemy has selected IBM’s next-generation Web analytics platform, NetInsight, as an analysis engine to help understand online visitor behaviour.

“At the core of our business model is improving the effectiveness of marketing through the intelligent use of customer data,” said Regan Yan, MD of Digital Alchemy. “IBM marketing automation solutions have been crucial to how we go about building customer-centric decision hubs which drive our clients’ marketing success.”

The scalability of IBM’s multiplatform technology was a key factor in Digital Alchemy’s decision to extend its commitment, alongside an established reputation for delivering a powerful marketing automation solution. Digital Alchemy’s solutions revolve around a high volume decisioning capability, making flexibility and scalability within the underlying software a critical factor for performance.

“Our approach encapsulates all aspects of database marketing, from data consolidation and channel integration to optimising our clients’ contact and messaging at the point of customer interaction,” said Regan Yan, MD of Digital Alchemy. “IBM’s technology has provided us with the speed and flexibility of real-time data analysis needed to do this sort of work as effectively as possible.”

“We’re delighted to have the opportunity to continue what has been a long and fruitful relationship with Digital Alchemy,” said Michael Vulcan, Unit Executive, Smarter Commerce, IBM Australia. “Understanding what makes customers tick and being able to use that understanding is critical in today’s multichannel marketing environment and IBM’s interactive marketing solutions help Digital Alchemy deliver marketing success for their clients.”

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For more information on Digital Alchemy, visit

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