IKnowtion, Poindexter PartnerMarketing and analytics consultancy iKnowtion formed a partnership with Poindexter Systems, a provider of behavioral targeting tools, to combine the firms' complementary marketing offerings.
The deal lets iKnowtion create more effective online targeting and demand-sensing capabilities for advertisers by combining offline data and analytical tools with the new Poindexter 6.0 suite. The alliance symbolizes the growing meshing of online and offline consumer data marketing.
"We can go beyond third-party demographic insights on where this consumer is coming from, and we can enhance that by bringing aggregate data on the consumer," said Bill Duffy, managing partner of iKnowtion, Burlington, MA.
Poindexter 6.0 lets advertisers and agencies identify and deliver online advertising and pertinent content to a specific audience segment. Its decision engine and ad server tool is a standard platform where advertisers can plug applications for identifying and reaching targeted audiences.
IKnowtion's offline data strengths will help Poindexter, New York, develop custom data offerings for specific customer applications.
That's the opportunity, but the partnership also addresses a challenge.
"You're seeing it in the amount of media dollars that are going from traditional advertising to online advertising," said Rich Person, chairman/CEO of Poindexter. "That's just from a lot of people recognizing the benefits of online advertising. We're spending all that online, so how do we make it more accountable?"
Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters