Austin, TX-based IntelliQuest, a provider of information-based marketing
services to the technology industry, will manage and market the new service as
an extension to its Computer Industry Media Study (CIMS).
IntelliQuest will use Media Metrix’s proprietary PC Meter for measurement of
Web usage within IntelliQuest’s sample of technology influencers. Financial
details were not disclosed.
IntelliQuest and Media Metrix said they will also collaborate on the sales and
marketing of CIMS Internet, which will begin beta fielding in February 1998.
Interestingly, IntelliQuest said it will not be using RelevantKnowledge
software and operations as previously announced. No explanation was given.
The new service, to be known as the Computer Industry Media Study for the
Internet (or CIMS-Internet), will be the first application of an end-user
Webmeter within a qualified sample of technology influencers, capturing
observational data on their online usage.
IntelliQuest said it will use Media Metrix’s PC Meter software to track and
report how individuals involved in the purchase of technology products, in
business and at home, use the Internet as a communications medium. Technology
vendors can gain a greater understanding of who in their target audience is
using the Internet, how they are using it, where they are going online, and
what media mix can most effectively reach that audience.
“This alliance will offer the advertising and media community a new level of
insight into actual Web usage habits within the technology sector,” said Mary
Ann Packo, president of New York-based Media Metrix.
CIMS is sponsored by technology manufacturers, their advertising agencies, and
the print and television media who serve them. IntelliQuest screens over
30,000 qualified technology buyers, and establishes the size and
characteristics of the technology buying or influencing population in the
United States, which it said includes 34.9 million individuals in the home
and 25.8 million in business in 1997.