May & Speh Launches Data Management System
Quiddity can help direct marketers execute targeted programs with more flexibility and control by providing access to millions of records of information on their PCs and bringing a number of data management functions to their desktops.
In the past, May & Speh, Downers Grove, IL, had used a third-party package to provide a mainframe-based direct marketing solution. The need for customized software that required in-depth knowledge of complex database functions by customers prompted May & Speh to construct its own Unix-based application.
Quiddity can interface with data warehouses of 500 gigabytes or larger, facilitates segmentation of very large databases (20 million to 40 million rows) and allows users to check program results through the development of test population groups.
May & Speh selected Forte Software Inc., Oakland, CA, as the development environment for Quiddity based on its open, object-oriented architecture, scalability and uniform development environment for clients and servers. Quiddity can operate on a number of hardware platforms including Hewlett-Packard, Sun Microsystems, IBM and Digital Equipment servers.
Forte's multitier architecture and shareable application services let users string together many queries at once, set up queries dependent on the results of other queries and apply the results against different mailing lists.