Individual.com, Burlington, MA, a provider of customized news and specialized information to business leaders, this week tapped the online marketing services of Primary Knowledge, New York.
Previously Newspage.com, Individual.com changed its name and business model this past May, abandoning its subscription-based approach in favor of a free-user business model supported by advertising and e-commerce revenues.
According to Kathy Greenler, Individual.com’s vice president of marketing, the ability of PrimaryKnowledge to add data from traditional offline marketing sources helped significantly in the individual.com’s decision to join with them. “We wanted more than just aging analysis and ROI data,” Greenler said.
“We are coming at this market from two different places – the interactive as well as the marketing arena,” said Primary Knowledge CEO Pete Adams. “And we will soon be moving toward marrying more measurement and analysis of data to list management operations. But what’s unique about us right now is that we provide these services on a fully outsourced basis. There are no servers to be bought, no MIS staff to hire or train, and it all resides in our database on a secure intranet.”
Adams said he sees more businesses fighting an ever-increasing avalanche of information that needs to be analyzed. “People are being crushed by data. And more marketers are becoming paralyzed by the amount of data they have coming in that needs attention. But we have the measurement products and expertise to help our partners.”
Adams said the company has no interest in moving toward becoming a syndicated data business but acknowledges there will be expansions in other areas soon. “We will, however, move more aggressively into data mining and modeling services.”
Primary Knowledge, which opened for business in June, provides subscription-based, outsourced ROI services to help companies optimize and grow.