Wheaton Group, Daystar form Daystar Wheaton Group

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Database marketing service firms Daystar Data Group Inc. and Wheaton Group have formed the Daystar Wheaton Group, combining the data processing infrastructure and client access tools of Daystar with the data mining and consulting strength of Wheaton Group.

Daystar Wheaton Group offers the DB Pro database management solution powered by the Alterian Marketing Suite from Chicago-based database and direct marketing services firm Alterian. DB Pro provides users with desktop access to their data and allows them to run complex queries and execute multichannel campaigns on their own.

" For ongoing work, it will be 'business as usual,'" said Jim Wheaton, co-founder and principal of Chicago-based Wheaton Group. "However, Daystar clients who require data mining and consulting assistance can now tap into Wheaton Group's highly experienced staff.

"Likewise, Wheaton Group clients can take advantage of Alterian's software suite, including Web-enabled desktop access to their data and multichannel campaign management," he said. "Also, they can tap into Daystar's service bureau capabilities, including complex merge/purge processing."

Wheaton Group builds and hosts marketing databases, and employs advanced data mining and consulting to help clients maximize the return on investment from these databases. Four principals spearhead, with experience across more than 100 clients and virtually all industry verticals. Wheaton Group clients include Godiva Chocolatier, for which it provides a full array of CRM solutions including database hosting, data mining and consulting, circulation planning and execution, and the management of third-party vendors.

Schamburg, IL-based Daystar, founded in April 1990, provides full data processing capabilities to leading direct marketing companies. These include marketing databases, ongoing metrics and analysis, campaign management, and data processing and list services. Across all its functions, Daystar combines technology-based solutions with direct marketing expertise. As a result, it helps clients leverage data to make faster and better marketing decisions. Daystar serves more than 50 clients, including Amazon.com.

" Daystar Wheaton Group allows us to contend for opportunities for which each company, on its own, would likely not have been considered," Mr. Wheaton said.

" For example, Daystar has had difficulty competing for comprehensive data management opportunities that required strong in-house data mining and consulting," he said. "Likewise, Wheaton Group has not been able to offer Alterian, which is a very popular choice among direct and database marketers."

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