Dynamic Logic to Track E-Mail

Online researcher Dynamic Logic is taking the wraps off its new e-mail survey product, which aims to track the branding effectiveness of online direct mail campaigns.

Building on its success as a leader in third-party measurement of online campaign effectiveness, New York-based Dynamic Logic said its new AdIndex Email product would expand its product lineup in response to client requests.

Similarly to its flagship AdIndex online advertising offering, the new e-mail product uses surveys to test whether an e-mail campaign had a positive branding effect, and will also assess the efficacy of consumer retention efforts.

For instance, Dynamic Logic envisions clients using AdIndex Email to query consumers that have opted into mailings from the company about their brand favorability. In connection with a Web publisher, the tool also could be used to distribute mailings for an advertiser, then to ask recipients whether the ads made an impression.

“It’s sort of a lay-up for most people, because most people who are doing online advertising are also offering some level of e-mail accompaniment,” said Dynamic Logic President Nick Nyhan. “It’s very easy to extend this research into e-mail, and it makes sense too, and you want to measure in an apples-to-apple way. It also opens up another area — the area of loyalty and retention programs.”

Like AdIndex, the new e-mail service can gauge traditional brand metrics, like brand preference, brand attributes, recommendation intent, brand awareness, message association and so on.

Nyhan said the company’s alliance with DoubleClick will likely extend to AdIndex Email. Late last year, DoubleClick sold Dynamic Logic its competing Ad Effectiveness unit and named the firm its exclusive survey research provider, in return for a 10 percent minority stake.

Now, DoubleClick is expected to resell AdIndex Email to its clients as well.

The move boosts Dynamic Logic’s foothold in the online research space, where it competes with rivals including Millward Brown, SuiteSmart, and Harris Interactive , as well as agencies and publishers’ in-house solutions.

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