Poppe Tyson is extending its reach into the new media arena with the launch of Neterra, a software development spinoff that will package and sell online marketing applications to agencies and advertisers.
Peter Adams, chief technology officer at Poppe Tyson Interactive here, said Neterra will seek to provide user-friendly software for marketing executives, rather than for their information systems managers. "The software [currently] out there has been developed very much from a product standpoint" as opposed to a marketing services perspective, said Adams.
Neterra was developed by Adams and Tom Wharton, PTI president. No management team has yet been named. Wharton and Adams will oversee the spinoff until a chief executive is named. Neterra currently has a staff of eight, but it is hoped that will increase to 20 by year's end. The financial backing, from Poppe parent BJK&E, is said to be in the low millions of dollars. BKJ&E will retain a stake in Neterra.
Neterra will launch with a product line called SiteSuite, made up of five specific software tools: The Profiler, which customizes Web site content for each user; SiteManager, a content delivery mechanism; SiteSuite Post Office, an email list manager; SiteWatch, which analyzes and reports on Web site traffic; and SiteScheduler, which handles online event marketing.
SiteSuite "is written in language [marketers] know. It will allow them to get back to marketing," said Adams, referring to Internet marketing's often distracting technology.