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CRM NEWS: Alterian expands market leadership with Intrepid acquisition

CRM technology solutions provider Alterian has acquired international market research and social media analytics consultancy Intrepid. The acquisition further strengthens Alterian's market leadership position in social media marketing, and its application to the mainstream marketing mix.

Alterian has seen growing demand from businesses for packaged social media solutions where the partner or brand does not have the in-house staff to use the software and generate insights directly.

Commenting on the acquisition, CEO at Alterian, David Eldridge, said, "With the explosion of social media, many brands are well aware of the need to harness this exciting new channel as a key and integral part of their marketing mix. 

However, a large proportion do not yet have the necessary in-house skills to use social media analytics to best effect.  The addition of Intrepid into the Alterian portfolio gives our partners and customers access to an extremely talented group of people with a deep track record in social media analytics and market research."

Founder and CEO of Intrepid, John Song, added, "We believe this acquisition will have a positive effect on all of Alterian's current business lines and will accelerate our ability to help organisations that know they must move quickly to integrate social marketing into their customer engagement activities, but may not have the necessary resources and methodologies to do so."