Media Horizons forms Data and Analytics Group

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Norwalk, Conn.—Direct marketing agency Media Horizons has created a new Data and Analytics Group to provide data performance solutions for the direct mail and online channels.

For existing customers, the group's statistical models will determine offers based on customer purchase history and demographics. For acquisitions, the group will develop prospecting models by applying algorithms to clients' customer data and appended third-party data to identify and target prospects most likely to respond, buy and generate the greatest profitability, according to the company.

The group is headed by Rick Child, who has been promoted to VP-data and analytics. He previously was director-data and analytics.

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