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Meredith Acquires Data Intelligence Firm
US media and marketing firm Meredith has acquired intelligence and analytics firm Directive Corporation, to help it utilise its consumer database of roughly 85 million consumer names more efficiently.
Known for its database strategy, analytics and customer asset management services, Dallas-based Directive's systems help clients manage their customer information by utilising advanced statistical methods for segmentation and targeting. The firm was founded in 2004 by former Targetbase and Omnicom President/CEO Jack Wolf, and former Conclusive Strategies Executive VP Fred Barber.
Meredith Publishing Group President Jack Griffin explains: 'More and more, database strategy and analysis are driving other marketing activities. Many clients prefer to have a single source for their marketing needs, and the acquisition of Directive greatly enhances our competitive position.'
Wolf added that the deal formalises the working relationship that the two companies have shared in the last three years, and that it would enable both parties to marry capabilities in deploying predictive analytics across the enterprise.
Meredith's focus is on magazine and book publishing, television broadcasting, integrated marketing and interactive media. In May, the company debuted a new market research product, HomeSight (developed in partnership with CNW Marketing/Research), which studies consumer approach to home improvement. Web sites: www.meredith.com , www.directivecorp.com , www.meredithhomesight.com , and www.cnwmr.com.
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