IQ News: to Offer Customized Data Portals next week will begin marketing a new research tool that promises to help Web publishers, advertisers and interactive agencies get customized Internet-related data online.
The New York-based online data provider is packaging an updated version of its InterWatch database, a resource from Competitive Media Reporting that tracks Internet media expenditures, with a new vertical database, Internet MarketTarget, that tracks consumer Web usage, to create what it calls its Internet Information Portal. (CMR is owned by Adweek Magazines parent VNU.)
The offering can be customized and built into a company’s intranet, allowing sales personnel across all levels to create customized research reports and get market information online.
“Nobody else has the details [that are] actionable by a sales force,” said Bruce Meberg, vice president of business development for takes existing databases from companies such as New York-based data providers Mediamark Resources Inc., a United News & Media unit, and Scarborough Research, another VNU subsidiary, and puts them online, becoming the “technology arm” of traditional research firms, according to Meberg. Users subscribe to one or more services annually. Clients include DoubleClick, America Online/Digital Cities, Microsoft and ABC.
According to Meberg, the Internet Information Portal is only the first of several customized research sites the company plans to offer. Sports and automotive portals will follow, among others.