Database marketing agency Merkle has formed a new business called LogicLab. The new unit focuses on providing quantitative analysis as it applies to evaluating, optimizing and purchasing advertising.
Christopher Wilson leads the business as its president. Wilson joined LogicLab from Experian Research Services, where he was president. At Experian, he oversaw a senior-level team that developed database integration solutions designed to serve the strategic planning, media buying, evaluation and return on investment needs of media, agencies and advertisers.
Before serving at Experian, Wilson was president and COO at Simmons Research.
LogiclLab will be based in New York and will operate as a standalone entity with its own board of directors and management team.
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