Looking Glass, Simmons Form Data Alliance

Share this content:
Looking Glass, a consumer marketing information company, is expected to say today that it has formed an alliance to combine its Cohorts household-based market segmentation system with the consumer and psychographic market research strengths of the Simmons Market Research Bureau.


According to Looking Glass, the alliance will allow advertisers that target consumers not only to identify and understand their key consumer segments, but also to develop relevant positioning and messaging across the entire media spectrum.


"Instead of just supplying traditional demographic information, we can now show marketers real consumer behavioral data," said Scott Schroeder, chief operating officer at Looking Glass. "Effective marketing and advertising decisions, based on this understanding of customers and best prospects, can now be made using database marketing.


"Additionally, such marketing programs can be synchronized across media, achieving consistent branding efforts in appropriate mass marketing channels that tie in with tightly targeted household-level direct mail and Internet-based marketing efforts," he said.


For example, ad agencies can develop targeted branding and positioning strategies that capitalize on the strengths of traditional and direct media. The combined information can be used as a business development tool. In addition, by producing actual consumer profiles to present to prospective clients, agencies can support their creative platforms with more comprehensive data.


The research data will allow e-commerce companies to understand who their customers are, not just what they buy or what pages they view, according to Looking Glass.


Loading links....
close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here