RTMS Inc., Milwaukee, will merge with Customer Insight Co. (CIC), the database software firm owned by Orange, CA information service firm Experian. Upon completion of the merger, Experian will become a major investor in the new company. The transaction should be completed by year’s end. CIC, based in Denver, provides enterprisewide reporting and segmentation tools to the banking, manufacturing and telecommunications industries. RTMS helps retailers, catalogers and B-to-B companies improve the effectiveness of their marketing initiatives by pinpointing the precise offers that individual customers are most likely to value. Timothy J. Keane, RTMS’ president and chief executive officer, will become CEO of the merged company, unnamed at press time. The reconfigured firm will have almost 200 employees, with offices in Denver and Milwaukee. Plans include integrating RTMS’ Archer (a tool used to measure the effectiveness of marketing programs) with CIC’s AnalytiX customer database software.
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