Informa claims to make activities like data management, measurement and anaylsis, and campaign and relationship marketing easily achievable goals for any user, regardless of their data experience.
Johnston Press and the England Cricket Board are already using Informa, along with agency Meteorite on behalf of The Mall.
It brings together contact data from multiple locations to provide an accurate, clean view of all available customer data.
The user can then use Informa's internal engine to quickly build data queries to plan campaigns and measure the success of marketing and communications activity.
Its counting engine automatically provides ongoing counts as each selection is made, presenting data in an accessible format to deliver instant understanding of the selections made.
New data collected online or through a call centre can be added to Informa at any time, and analysis of a marketing campaign's results across multiple channels can be efficiently managed.
The system combines all data inputs with the information automatically received from digital channels, to provide rounded insights about every element of a campaign.
Francis Wallinger, managing director at Alchemetrics said: "Informa has been created with ease of use and flexibility front of mind so that marketers and other users, who may have little or no experience of using customer data, can reap the benefits of a data-driven approach.
"Especially in the current economic climate, delivering a tool which can be used, understood and applied immediately with little initial outlay, is a must for any business."
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