Bookspan looks to span offline and online customer data – Bookspan looks to span offline and online customer data.

Bookspan LLP is installing middleware from Art Technology Group Inc. to link Bookspan's customer data in its legacy database with information about its customers' behavior at its web site, Steven Brita, director of Internet marketing for Bookspan, tells Internet Retailer.

Bookspan, a partnership between Bertelsmann AG and AOL Time Warner Inc., operates such well known book clubs as Book of the Month Club, the Literary Guild, the Doubleday Book Club, the Quality Paperback Book Club, as well as specialty units such as the Mystery Guild and the Science Fiction Book Club.

“We know a lot about our customers already–their purchase history and their account history,” Brita says. “But we need to make sure that when they are online the personalization we provide is as accurate as possible with the legacy data.”  [Privacy Digest]

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