Data, numbers, statistics. When all of the prognoses for the Internet advertising business have started looking grim, everyone's getting into the prognostication business. After all, whether the industry outlook is up or down, we'll need the pundits to tell us so. Or so goes the logic behind these partnerships. The new division will be headed up by Greg Ellis , who joined the company earlier this year with a mandate to create a research practice.
Media planning is an extremely data intensive business.
The combination of high quality data with intuitive decision support capabilities allows the media and e-commerce communities to make more informed decisions. We will be well positioned to take advantage of all three kinds of media planning applications . . . Our analysts will now be able to analyze actual purchase data to make assessments of market strategies, industry developments, and Web site effectiveness. Cohorts divides every U.S. household into 27 cohesive groups, which helps advertisers better visualize the people to whom advertising messages are being delivered. Now the clients of both businesses can use Cohorts to send more relevant e-mail messages.