MatchLogic looks through Looking Glass for direct data

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Westminster, Colo. -MatchLogic Inc., the direct marketing arm of Excite@Home, said Monday that it has reached agreement with Looking Glass to better target MatchLogic's permission-based e-mail services. Under terms of the agreement, MatchLogic, Westminster, Colo., will use the market analysis software and services of Looking Glass, Boston, to divide its market into 27 new customers segments. MatchLogic already tracks customers who have designated themselves as e-mail eligible by such segments as age, gender and location, but Looking Glass will create additional profiling services by grouping recipients by such attributes as Internet interests, marital status and hobbies. Though primarily a business-to-consumer deal, the MatchLogic and Looking Glass deal bears watching in b-to-b because similar techniques could be used to sort people by job category, buying power and long-term business buying potential. Excite@Home is a well-known cable and digital subscriber line company, reaching 105 million households worldwide.
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