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....

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

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