The deal builds on an eight-year relationship and is a reward for favourable results over 2005, including a 20% increase in revenue from direct marketing and a 30% reduction in costs.
Work by Marketing Databasics will include a project this year to extend the use of predictive modelling through the use of Alterian Modelling KXEN, which launched last month.
It will also use Alterian technology to host and market Britannia's database as well as profiling, analysis, modelling, consultancy, customer insight and campaign planning work.
David Crawshaw, CRM manager at Britannia, said: "During the last eight years, MDB has proved itself an invaluable partner by helping us boost the success of our direct marketing activities.
"Both marketing productivity and efficiency have been significantly increased and we look forward to creating innovative customer insight programmes with the MDB team and continuing to maximise marketing ROI."
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