Nielsen//NetRatings, Spectra Integrate Marketing Data

  |  April 13, 2000   |  Comments

Nielsen//NetRatings and Spectra, both divisions of Dutchinformation giant VNU, on Thursday agreedto merge their consumer data in an effort to help traditional marketersbetter find advertising opportunities on the Internet.

Nielsen//NetRatings and Spectra, both divisions of Dutch information giant VNU, on Thursday agreed to merge their consumer data in an effort to help traditional marketers better find advertising opportunities on the Internet.

The deal brings together Nielsen//NetRatings information about consumer Internet usage with Spectra's highly-localized data about other consumer habits and media use.

The agreement could increase advertising on the Internet by traditional marketers, as it will provide Spectra clients with information on Internet use that may lead them to make purchases on Web sites.

A traditional marketer accustomed to using Spectra's grid system would discover that, if he wanted to reach 35- to 54-year-old suburbanites with kids, he could do that at CBS.com.

The agreement won't really result in any new data being generated. It's just aimed at making things easier for traditional marketers to integrate what they already know about their target market, with Internet data that's updated monthly.

"Many brand marketers are struggling with the Internet, because they have no objective way to identify sites that will make a meaningful difference for specific brands," said John Larkin, president and chief executive officer of Spectra.

"Through this new partnership, we're going to give them the most powerful decision-making context possible -- reports that quantify the difference in value between sites in the same framework they use to establish and manage the 4Ps of brand marketing."

The merging of these databases is one of the consequences of VNU's acquisition of Nielsen//NetRatings late in 1999. Yesterday, Nielsen//NetRatings agreed to work with Scarborough Research on local market data. Scarborough is a partnership between VNU Marketing Information and The Arbitron Co..

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Pamela Parker

Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...