Data Firm Acquires California Agency To Boost Services

Little Rock-based CognitiveDATA, which was acquired by Merkle last year but maintains some autonomy, has acquired a San Rafael, Calif., based consulting firm, LENSER.

LENSER bills itself as a "multichannel merchant consulting and strategy services firm." The acquisition expands CognitiveDATA’s data quality, list processing and marketing database services.

CognitiveDATA and LENSER began a strategic partnership in 2009 to develop technology that combines address data accuracy, advanced merge-purge, and an integrated marketing database into a single, streamlined process.

“LENSER is recognized as the clear strategy leader in the multichannel merchant industry and CognitiveDATA has won numerous awards for its innovation in the industry, said Merkle CEO and Chairman David Williams. “Combined, these companies are well positioned to bring strategically-enabled technology innovations to a sector of the marketplace that has a critical need for solutions that enable cost savings and improved marketing results.”

“Marketing in the merchant vertical is a highly specialized and extremely complex undertaking, and without a doubt there continues to be high demand for innovative, competitively priced solutions that increase marketing outcomes,” said CognitiveDATA’s President and CEO Rod Ford. “Since we first partnered with LENSER, it was evident they had a strong grasp of the benefits we provide to the market."