Primark's Information Optimizer Renamed Enterprise Data Access

BETHESDA, Md.--Now that Primark Corp. is ready to launch the Information Optimizer, the company has come up with a new name for the database product, Enterprise Data Access.

"The core of it is an industry cross-reference database," says David Ellison, Primark's chief technology officer. "The Information Optimizer was a difficult term for people to understand. People only thought of the cross-reference. It's that, but it's also linking data from our different services, including Datastream