Alterian will provide "increasingly sophisticated" software, which will be integrated with Lateral Group's existing campaign and resource management, reporting and analytics systems.

Lateral chief executive Jason Cromack said: "The decision to extend our relationship with Alterian made complete sense given the success that we have already seen for our clients.

"Alterian’s solutions are a seamless fit for our business and clients and they ensure that we deliver the best possible results for our clients’ campaigns."

Lateral Group uses Alterian’s software to unite its data-mining capabilities with its clients’ offline and online marketing. The software is currently used across print, email and web campaigns, and will now be extended to social media.

Additionally, the company has also been qualified as a Microsoft-certified partner. The Microsoft standard recognises businesses that possess a "high degree of competence and expertise with Microsoft technologies".