Free Internet service provider NetZero,
Inc. Tuesday opened up a new revenue source designed to profit by
observing its 5 million members on the Web.
NetZero’s new CyberTarget
division is selling the volumes of data that its zCast software accumulates
from observing the Web habits of its registered users, while keeping
members personal information private.
Marketers, advertising agencies, and research firms that subscribe to
NetZero’s CyberTarget service can develop sophisticated audience
measurement data and develop targeted market research panels for detailed
analysis of their behavior on the Web.
CyberTarget uses a combination of NetZero members’ non-personal profile
data users complete when they subscribe to the free ISP and Web tracking
tools to develop a deeper understanding of how people are using the Internet.
Customized online surveys also allow companies to have the NetZero’s
subscriber base review Web-based goods and services on an opt-in basis.
CyberTarget is designed to go beyond traditional what-when-where Web
research and provide data that directly measures online behavior. NetZero’s
program can report the sites users visit, the amount of time they spend
there, the specific online paths they take, and much more.
Mark R. Goldston, NetZero chairman and chief executive officer said its
CyberTarget division is an extremely effective strategic tool.
“CyberTarget’s custom market research capabilities enable clients to gain
strategic advantages by specifically targeting their competitors’
customers,” Goldston said. “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.
Goldston added that CyberTarget is nothing short of a pioneering new
standard for online market research.
Rusty Taragan, senior vice president of NetZero and general manager of
CyberTarget, said the research unit specializes in market share branding
analysis, benchmark panels and live online surveys of users on a variety of
issues.
“From my experience in consumer marketing, it is highly unusual to have the
potential to reach this many people — and both accurately survey and serve
them, based on such specific, behavioral information,” Taragan said.
CyberTarget currently offer four different reports for advertisers that
include analysis of repeat Web visitors, top sites visited, popular
content, and audience comparison data.
NetZero’s Taragan said CyberTarget takes the guesswork out of convention
market research.
“The vast amount of information that we can gather from our users will
benefit the entire industry by facilitating a better understanding of the
interactive consumer, while educating advertisers on the effectiveness of
their online media campaign,” Taragan said.
