CDMS will merge its operations with Transactis and the firm will be led by David Steele (pictured), who was most recently chief executive at CDMS.

In a statement the firm said that data will be “at the heart of the company’s activities”. In laying out its stall the firm cited transactional data insights, prospect data and database management among its offerings.

CDMS database marketing services account for 1.5 per cent of all UK mail and seven per cent of all b2c mail. These services will combine with the Transactis retail transaction pool, which is made up of some 160 home shopping and online brands.

Steele, who was previously managing director of retail at Dunnhumby, said, “Our services are geared towards turning clients’ transactional data into actionable insight, and then using that understanding to enable clients to set customer strategies. The Transactis data pool and customer transactions coupled with their reputation and industry profile makes Transactis the logical identity to take us forward. In a very tough economic climate, successful operations need to really understand their customers’ needs, preferences and behaviour. By integrating the wide range of skills and assets available within our organisation, we are improving our ability to help clients do that more effectively.”

A slew of management changes has been announced by the firm as a result of the restructure. Chris Morris, founder and formerly managing director of Transactis, steps down to become a non-executive director. The firm said that Morris will “work directly” with Steele as a key adviser.

Barry Smith joins as client development director. He has 15 years’ experience in strategic development roles on both client and supplier side with organisations such as Acxiom, Experian Integrated Marketing and IPC Media.

The unified team also includes product and strategy director Jonathan Davies (from CDMS), operations director Ian Hubbard (from CDMS), finance director Gareth Williams (from CDMS), client directors Sam Holden and Dave Webber (from Transactis), insight and strategy director Ciara Lillis (from Transactis), new business director Gareth Ballard (from Transactis) and head of marketing Richard Higginbotham (from CDMS).

A spokesman for the firm also told Research that a new commercial director and data strategy director will be appointed in the new year.

Transactis counts Nationwide, Betfair, HM Revenue and Customs and Damart among its customers.