Boston--HookMedia Inc. has announced a plan to start a data analytics group. The media strategy firm, one of the Internet's largest in b-to-b, will provide services that use data mining and artificial intelligence to identify and define behavior patterns of a company's clients and prospects. To head the new venture, Boston-based HookMedia has hired former Pamet River VP of data analytics Gerry Price as VP-director of analytic services. HookMedia had concentrated on developing creative and media buying strategies for Internet advertisers. The company is in the midst of a geographic expansion strategy, which began with the opening of an Atlanta office earlier this year. It plans to establish a footprint in every major U.S. Internet advertising market, and numerous other locations worldwide. By adding data analytics, HookMedia will seek to build a business among b-to-b direct marketers, who need such services to identify and target niche demographic groups.