Merkle Integrates Data Warehouse

Database marketing agency Merkle completed the integration of the Netezza Performance Server data warehouse appliance into the latest version of its Marketing Knowledge Center, which supports campaign planning and execution at the operational and strategic levels.

Merkle's deployment caps testing and execution of several pilot programs, confirming that the Netezza integration cuts the time to process and execute direct marketing campaigns.

The Netezza Performance Server was built mainly to analyze terabytes of data 10 to 50 times faster than other data warehouse appliances at half the cost, according to Netezza Corp., Framingham, MA. The system stores, filters and processes terabytes of records within a single unit, analyzing information pertinent to each query. The CPU power is placed next to the data, allowing quicker data processing.

Merkle, Lanham, MD, claims it is one of the first database marketing firms to integrate Netezza, now in use by retail, financial services, telecoms and other data-intensive industries. It started moving its clients' data from legacy systems to the Netezza platform.

Meanwhile, Merkle is undergoing its own rebranding and restructuring. The company officially switches to the Merkle Inc. name tomorrow, from Merkle Direct Marketing. The change aims to reflect Merkle's strength as a full-service database marketing agency serving all channels, not just direct.

Concurrent with the name change is a reorganization of Merkle's business divisions. The three new divisions — financial services, nonprofit fundraising and consumer markets — are designed to serve clients in those verticals.

Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

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