Database marketing supplier merges with data provider

Following its acquisition earlier in 2009, an outsourced marketing services provider is to be merged with a transactional data owner. CDMS is being radically restructured and will operate under the Transactis name after being bought less than a year ago.

Transactis manages the retail transaction data pool containing shared records from 160 home shopping and online brands. CDMS claims to handle 1.5 per cent of all UK mail and 7 per cent of all business-to-consumer direct mail. The newly merged operation will share a management team and will operate its print and mail business as Transactis Document Solutions.

David Steele becomes chief executive of the merged business, having joined CDMS in June from DunnHumby. With a 15-year career in customer loyalty and relationship marketing, he will oversee the new focus of the company. Chris Morris, former managing director and founder of Transactis continues as non-executive director.

Commenting on the merger, Steele says: “Our services are geared towards turning clients’ transactional data into actionable insight, and then using that understanding to enable clients to set customer strategies, deliver engaging communication and drive business profitability. The Transactis data pool and customer transactions coupled with their reputation and industry profile makes Transactis the logical identity to take

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