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New ISP Market Research Operation
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2/10/2000
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Hot on the heels of our story about DoubleClick acquiring @plan, the trend
for Internet providers to enter the market research arena continues. NetZero
Inc, a leading provider of free Internet access, has unveiled its
CyberTarget market research website, at www.cybertarget.com.
The aim of the CyberTarget division is to leverage the wealth of data that
NetZero has accumulated on its 5 million-plus registered user base to offer
marketers sophisticated audience measurement services and highly targeted
market research panels, whilst maintaining the privacy of users' personal
information.
Using a combination of NetZero members' non-personal profile data, as well
as a complete tracking of Internet usage, CyberTarget will aim to provide a
deeper understanding of how people are using the Internet as a result of the
operation’s ability to utilise a panel that is more than 40 times greater in
size than traditional Internet rating companies.
CyberTarget is able to target respondents via a direct measure of online
behaviour, ie. the sites users visit, the amount of time they spend there,
the specific online paths they take, and much more. As a result,
researchers can target those known to use certain services and visit
particular websites.
According to Mark R. Goldston, Chairman and CEO of NetZero, "Our CyberTarget
division is an extremely effective strategic tool. For example, its custom
market research capabilities enable clients to gain strategic advantages by
specifically targeting their competitors' customers. Researchers have the
ability to access both current customers of other brands and potential
consumers, so they can gain an in-depth understanding of the marketplace and
new opportunities they may want to exploit.
"With CyberTarget, we can also perform sophisticated satisfaction studies
targeted to a specific audience," Goldston continued. "By using
non-personal, aggregated information, we're able to pioneer new standards
for market research while scrupulously protecting our users' privacy."
For advertisers, CyberTarget is currently offering four distinct reports,
samples of which can be viewed on the website:
- Duplication: This analysis provides advertisers with a percentage of
visitors to their and their competitors' sites to help them better
understand their market share
- Top Sites Visited: This analysis provides advertisers with the top sites
visited by their customers and those of their competitors, an invaluable
tool for online promotion and advertising purposes
- Content Distribution: This analysis compares member usage of a specific
section of a site, so advertisers can better understand the value of
specific pages and services, and to compare such usage with similar features
on their competitors' sites
- Audience Comparison: This comparative analysis examines the client's and
the competitor's respective audiences, providing insight into user and
competitor demographics and online surfing habits
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