ChoicePoint Emphasizes Direct Efforts With Name Change

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Business intelligence analysis firm ChoicePoint Inc., Atlanta, announced last week that its direct marketing subsidiary Customer Development Corp. will take the name ChoicePoint Direct and will spearhead all direct marketing initiatives for industries served by ChoicePoint.

ChoicePoint, which acquired database marketer CDC in Nov. 1998, helps property, casualty, life and health insurance companies as well as government agencies assess the risk of insuring households.

According to ChoicePoint, the name change reflects the growing importance of the company's strategic initiative to provide insurance customers with services that evaluate consumer risk profiles at the time of solicitation.

For example, the combination of ChoicePoint's nationwide insurance prospecting database with Field Assists, ChoicePoint Direct's agent/bench platform, created an agent prospecting program for Personal lines insurance for firms such as Prudential, Met Life Auto & Home, Kemper, Country Companies, The Hartford, and American National Property and Casualty.

"As a result of our combined services, we are the strongest provider of target marketing programs to help companies mitigate risk while maximizing the upside potential within their customer base and in targeting new customers," said Tim Prunk, chief operating officer, ChoicePoint Direct.

In addition, "We can combine our strong insurance presence and the ability to construct large scale prospecting databases with ChoicePoint Direct's database management research and mail fulfillment services," said David Lee, ChoicePoint's executive vice president.

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