TITLE

Polk applies its data power to Internet

AUTHOR(S)
Beeler, Amanda
PUB. DATE
October 1999
SOURCE
Advertising Age;10/25/1999, Vol. 70 Issue 44, p86
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the strategic partnership agreed upon by Polk Co. and Cogit.com. The partnership calls for the use of Polk's database to provide detailed analysis of Internet consumers. While gathering information about Internet behavior is not a new endeavor, Cogit.com executive Hollis Chin believes the key to providing better information about the interests of e-commerce customer is having a resource like Polk's TotaList. The commerce sites tend only to look at online behavior. That is half the picture and half the information on the complete characteristics for a person. When you start to bring in the proven models of understanding on behavior, you are getting the best of both worlds.
ACCESSION #
2415269

 

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