OMAHA — First Data Corp.’s card issuing subsidiary has signed a deal with ieWild Inc., a San Diego-based software and predictive customer analysis company, to offer data mining technology to credit card issuers.

IeWild says its software gives “insight into cardholder purchasing preferences and the opportunity for better retention and increased card usage” by merging merchant data with bank card transaction data. First Data has acquired the license and maintenance rights to provide ieWild’s software to its 1,400 card issuing clients, and will offer the product under the brand name FirstInsight.

“FirstInsight allows card issuers to take merchant data and cardholder transactions and use the information to segment cardholders and understand their buying behavior,” said Jeff Price, First Data’s senior vice president.

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