Integrated Direct Marketing, Wheaton Group form partnership

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Integrated Direct Marketing and Wheaton Group formed a partnership Feb. 27 to offer cutting-edge data mining services to IDM clients. Reston, VA-based IDM provides brokerage, database management, strategic consulting and analytical services to multichannel direct marketers.

Chicago-based Wheaton Group offers data mining, decision sciences and direct marketing consulting services to its clients, and to those of its Daystar Wheaton Group, LLC joint venture. The firm is led by four principals, and it has more than 100 years of experience.

The firm spans the disciplines of business-to-business, business-to-consumer and business-to-institution with more than 100 clients.

Wheaton Group will be IDM's exclusive provider of analytical expertise to mine the private prospect databases that IDM builds for its BTB clients. In addition, IDM and Wheaton Group will develop data-driven products and services for the BTB prospecting marketplace. Wheaton Group will also work with IDM to further penetrate the business-to-consumer prospecting marketplace, and provide innovative solutions to help IDM's clients better target existing customers. Examples include cross-sell and upsell predictive models, customer clusters and sophisticated cohort analyses such as lifetime value.

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