Merkle Buys Customer Data Analyst

US customer relationship marketing agency Merkle has acquired loyalty marketing firm Metzner Schneider Associates. Terms were not disclosed.

Metzner Schneider offers tools which allow marketers to view customer interactions analysed by customer behaviour, profile data, preferences, regional or brand-specific promotional needs. Its services are designed to enhance existing CRM platforms, audience analytics packages and ASP solutions.

The firm was launched in 2002 by Richard Metzner and Howard Schneider, who will now lead Merkle's newly formed loyalty practice group, focusing on the execution of customer loyalty programs. In addition, Merkle is bringing several members of the Metzner Schneider Associates senior management team on board.

'As Merkle continues its evolution into a customer relationship marketing agency, we are building our capabilities and adding deep expertise in key areas of importance to our clients and prospects,' stated SVP and Chief Strategy Officer Chris Crayner. 'Loyalty strategy and program development is a major focus area for our clients, and we are extremely pleased to add Metzner Schneider to the Merkle family.'

Last year, Merkle formed a Market Research Practice, to uncover how consumer beliefs and attitudes shape purchasing and engagement decisions; and launched LogicLab, which combines elements of database marketing and 'traditional' market research.

Web sites: www.merkleinc.com and www.metzner-schneider.com .