Hitmetrix - User behavior analytics & recording

*IQ.com Begins Global Expansion

BOSTON — IQ.com, an e-marketing infrastructure provider, announced yesterday at the Direct Marketing Association's Net.Marketing Conference and Exhibition here that it will lend its loyalty expertise to Europe and beyond beginning next month.

IQ.com is a distributor of incentive and loyalty solutions. To date, the company has made its services available only to companies in the United States. However, it will begin to roll out multilingual offerings next month in Europe.

Its services will be available in French, Dutch, Swedish, German, Latin American Spanish, Italian, Brazilian Portuguese, Japanese and Chinese.

One of the first companies to unveil the IQ Open Loyalty Platform overseas will be HelloAsia. Beginning in December, this provider of Asian Pacific marketing, communications and wireless solutions will use the technology as the foundation for its loyalty customers.

HelloAsia originally had looked to create its own platform, but it found the task too daunting, said Deborah Henken, vice president of marketing at IQ.com, Saratoga, CA. “They were creating their own custom loyalty programs but found it too difficult to do,” Henken said. “In terms of distribution, we're very excited they are using our services because it's allowing us to bring our product to the Asian market.”

The IQ Open Loyalty Platform consists of IQOffers and IQRewards. IQOffers allows companies to link, manage and track offers from banner ads, text messages and icons. IQRewards enables clients to award, track and redeem loyalty currencies.

Other back-end loyalty providers include Stario and Netcentives.

In related news, IQ.com announced the availability of its IQProfiles. This solution is the culmination of a deal the company struck with Cogit.com in April.

Cogit.com, San Francisco, provides targeting services by leveraging offline data to predict online behavior.

IQProfiles can take basic demographic data (gender, ZIP code, marital status, etc.) and create fuller profiles for client companies.

“It's all about more information,” Henken said. “When you run a survey or sweepstakes, you don't want to ask for all of the information at one time. By using IQProfiles, you can learn more about people without asking all of those questions. It gives you further insight as to how to market your products and services.”

To promote this new service, IQ.com is asking Net.Marketing attendees to sign up for a chance to win a Palm device at its booth. All those who enter will receive a sample profile report based on the results of the effort.

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