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New Internet Partnership for NetRatings and Forrester
3/5/01



NetRatings Inc and Forrester Research have just announced a new strategic Technographics(R) Internet audience measurement partnership. This new service will aim to explain consumer attitudes and technology purchasing behaviour with Internet surfing patterns.

The service is designed to combine Forrester's current Technographics segmentation model with Nielsen//NetRatings' current Internet US panel user. The resulting research tool should enable marketers to better target their web audience and increase their ultimate sales.

In this sense, the partnership hopes to allow marketers to answer questions such as:


  • How does my web traffic compare to my competitors?
  • Are my visitors more or less receptive to technology?
  • Are they predisposed to buy earlier than others?
  • Where can I find consumers most likely to buy cutting edge entertainment products, such as iDTV and MP3 players?
  • Where can I find those that are most likely to adopt bill payment or wireless financial services?


Commenting on the partnership, Bill Bluestein, Ph.D., Forrester's president and COO, said "This challenging economy is forcing marketers to reevaluate their budgets, and this new service will help our clients get more bang for their marketing dollars. By linking consumer attitudes toward technology with their online behaviour, marketers can target and retain consumers more effectively. Many of our clients rely on Nielsen//NetRatings information and this relationship will make Technographics more actionable."