Merkle Chooses FirstLogic Information Quality Suite

July 13, 2005

Firstlogic, Inc., a provider of enterprise information quality solutions, today announced that database marketing agency Merkle Inc. has selected Firstlogic’s Information Quality Suite, a data quality software solution. In using the Firstlogic suite, Merkle hopes to maximize the effectiveness, and improve the results of, direct marketing programs for its nationwide base of clients within key vertical markets, including consumer markets, financial services and nonprofit fundraising.

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Firstlogic’s data quality software does three things of note: “parses and standardizes both customer and operational data; corrects the data based on secondary data sources to improve matching; and appends additional information such as phone numbers to provide a more complete base of customer knowledge.”

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The central component of Firstlogic’s software is the matching and consolidation technology, which identifies duplicate records, consolidates data, builds relationships and creates one customer view across databases.�

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Merkle provides quantitative strategies and strategic consulting services for improving new customer acquisition, retention and maximization; and in doing so, the company proposes to assist its clients in “bridging the gap” between marketing strategy and program execution, aimed at realizing a higher level of ROI in their marketing programs across all forms of media.

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The Firstlogic Information Quality Suite targets enabling Merkle to seamlessly deliver customized, aggregated information to its clients faster and in a more streamlined manner.

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As well as cleansing and matching hundreds of millions of rows of data, Firstlogic software aims to provide Merkle with stronger association capabilities; to improve the accuracy of customer information; and to enable complete views of current and prospective buyers of products and services.

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DRB