Epsilon has launched Epsilon Targeting, a division that integrates three pre-existing consumer database operations. The new unit brings together Epsilon Data Services, a new mover data compiler; Abacus, a cooperative database for multichannel marketers; and Icom Information & Communications, which manages a database of direct response survey information culled from North American consumers.
Epsilon Targeting is headed by unit president Brian Rainey, who will report directly to Epsilon president and CEO Bryan Kennedy. Rainey previously served as president of Abacus and Epsilon Data Services. In his new role, he will be assisted by Arlene Lacharite, who will serve as the Epsilon Targeting’s general manager.
During an interview with Direct Newsline, Kennedy acknowledged the brand equity held by Abacus and Icom, and said the names would continue to exist to differentiate the unit’s product offerings. But bringing them together under the Epsilon Targeting banner allows the company to tout its efforts in integrating them, and to showcase new, cross-database models under a single name, he added.
Kennedy said that while all verticals could benefit from the integrated operations, he’d seen significant demand from clients in the consumer packaged goods and pharmaceuticals verticals.
Kennedy does not anticipate any significant staffing changes as a result of the new unit’s launch. “As demand increases, we will ramp up staffing, but there are no significant skills or expertise we don’t already have internally,” he said. And he doesn’t expect any reductions in workforce as a result of the integration.
Epsilon Marketing Services, which includes Epsilon Targeting, as well as the company’s strategy and analytic consulting group and Purple@Epsilon, the company’s marketing agency, will represent between 25% and 30% of parent firm Alliance Data Systems’ total revenue, Kennedy said. Alliance generated just under $2.03 billion in revenue, and $217.4 million in net income, during 2008.
