PC Data in Reston, VA is launching a banner ad campaign for a new service
called
@PCData, a market research tracking service
that solicits open public participation which reflects individual computer
usage.
PC Data said it is running banner ads on several broad-based, general interest
sites and services, such as Lycos and LinkExchange, to encourage
participation.
Spend8ing was not disclosed.
Information is gathered by the @PCData applet, a free download from the
@PCData Web site. The information is compiled into reports for software
and Internet companies to track frequently used Web sites and programs,
software error messages and typical hardware configurations. Individuals
receive incentives and a guarantee of
confidentiality in exchange for participation.
“Last year an estimated $1 billion was spent on Internet advertising, but the
industry does not have a standard for tracking consumers and their online
behavior,” said Ann Stephens, president of PC Data.
“We developed @PCData to
address the need for information that is actually reflective of the Web
population using real online consumers. We will strive to track the largest
number and broadest spectrum of people, which should provide the most reliable
data.”
Upon sign-up with @PCData, participants are entered into a contest to win a
state-of-the-art computer system, high-speed Internet service or handheld
computer.
In addition, each participant can choose from travel awards program miles
from American
Airlines, Northwest Airlines, or United Airlines; discounted Internet service
from a national provider; or an AT&T card good for 180 minutes of long
distance calls. Participants who agree to take part in optional surveys
receive additional incentives.
The first @PCData reports are expected to be available to subscribers in the
fourth quarter of 1998, the company said.
PC Data has been providing point-of-sale data since 1991 and supplies sales
information to more than 800 subscribers at software and hardware firms.
