Alliance Data, Dallas, will merge its Frequency Marketing Inc. unit into Epsilon, a multi-channel marketing services firm it acquired in late 2004. Frequency Marketing had been operating as a separate unit under Alliance's umbrella.
FMI management will report to Epsilon COO Bryan Kennedy. Frequency Marketing’s Colloquy, a publishing, consulting research and educational services operation, will remain a separate entity owned by Alliance Data.
Frequency Marketing provides both consulting services and technology for companies wishing to implement loyalty-marketing programs. The merger will strengthen Frequency Marketing’s analytics and customer communication abilities, as well as provide its clients with access to Bigfoot Interactive’s e-mail capabilities. Epsilon acquired Bigfoot Interactive in September. The unit has since been re-named Epsilon Interactive.
