TargusInfo, Telmetrics extend measurement partnership

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Consumer intelligence solutions provider TargusInfo has extended its partnership with Telmetrics to provide clients expanded data on telephone-based responses. The service can monitor TV, print, radio, direct mail and online ad campaigns.

Telmetrics measures consumer reaction to national and local direct response ads using a phone call-to-action. TargusInfo's On-Demand Location services track those calls by using unique 1-800 or local numbers. Together the companies are measuring ad effectiveness on a campaign-by-campaign basis.

The companies began working together in 2005. However, until this agreement, clients would track calls and campaigns separately.

Paul McConville, executive director of TargusInfo, said in addition to acquiring new business, the goal of the partnership extension is to give marketers a wider view of how their marketing spend is performing.

“If businesses are getting people in through these print and online channels, they need know who those people are,” he said. “This way they can get more out of their marketing dollars and make better decisions.”

McConville also said that TargusInfo can rate consumers in a database to identify what segments can most easily be converted to a sale.

Bill Dinan, president of Telmetrics, said there is no revenue sharing associated with the venture.

TargusInfo has more than 900 clients in the US, including Jackson Hewitt and Sylvan Learning. Meineke is a mutual client of both companies and works with them to route and measure its in-bound calls for both national and local campaigns. Telmetrics' client base includes media publishers, agencies and national advertisers including Progressive Insurance and ServiceMaster, among others.

A Meineke representative could not be immediately reached for comment.

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