Merkle's CognitiveData acquires Lenser

Merkle subsidiary CognitiveData has acquired consulting and strategy firm Lenser, Craig Dempster, EVP and CMO at Merkle, said April 4.

The deal will allow CognitiveData to expand its data quality, list processing and marketing database services. The two companies had worked together since 2009 to develop technology combining address data accuracy, advanced merge-purge, and an integrated marketing database into a streamlined process, CognitiveData said in a statement. The acquisition was completed April 1.

“Our interest was to put strategy and consulting on the front end of the CognitiveData business,” said Dempster.

San Rafael, Calif.-based Lenser, which employs approximately 30 people, will remain in its current location as the consulting and strategy center of CognitiveData's marketing database solutions. CognitiveData will retain all of Lenser's employees, said Dempster. John Lenser, president and founder of Lenser, will report directly to CognitiveData president and CEO Rod Ford.

Terms of the deal were not disclosed.

Lenser has more than 70 clients, including Design Within Reach, Peet's Coffee & Tea and King Ranch.