Merkle acquires direct mail company CognitiveDATA

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Database marketing agency Merkle has acquired CognitiveDATA, a direct and database marketing services company.

Little Rock, Ark.-based CognitiveDATA primarily serves insurance providers, nonprofits, financial services companies and retailers in ensuring the accuracy of direct-mail files. It will continue as a separate brand and operate as a wholly owned subsidiary of Merkle.

Merkle and CognitiveDATA previously have partnered on initiatives for such organizations as DirecTV, GEICO and the Arthritis Foundation.

Financial terms of the deal were not disclosed.