Marketing strategy company Looking Glass, Denver, recently formed an alliance with market consumer information provider Scarborough Research, New York. The partnership will combine Looking Glass' household-based market segmentation system, Cohorts, with Scarborough's local market research strengths.
According to Looking Glass, the partnership will help marketers identify and understand consumer segments of a local market by demographic and lifestyle characteristics. The combined information will provide a business development tool that will produce profiles to present to a company's clients, providing agencies with more data to support its creative platforms. According to Looking Glass, the partnership also will let publishers prospect “beyond simple comparisons and analyses of subscribers.”
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