Arnold Buys Into Data Firm

Applied Metrix to Join Shop’s Service Mix
BOSTON–Arnold Communications plans to apply science to the art of advertising now that it has purchased a stake in Applied Metrix, a database analysis firm.
Terms of the deal struck between the Boston ad agency and the 2-year-old company owned by founder Chuck Barrs and Martin Lock were not disclosed. After a year’s time, Arnold may complete its buyout of the firm or the two could part company, Barrs said. Both sides, however, are optimistic that the arrangement will lead to a complete sale.
Applied Metrix will continue to operate autonomously from its offices in Natick, Mass., and now becomes an integral part of how Arnold services its clients. The company provides an Internet-enabled database modeling system that allows clients to identify prospects and track the effectiveness of its advertising.
Applied Metrix has worked for Arnold client Bell Atlantic and was part of the pitch team that won the EMC Corp. account some months back. It also expects to play a big part in helping to identify advertising targets for new client Royal Caribbean Cruise Line.
Arnold hopes Applied Metrix also provides some new business leads. Its client lists includes Microsoft, Prudential and MetLife.