BtoB

Wink launches tracking service, taps Arbitron veteran

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New York--Wink Communications Inc. introduced a series of measurement products designed to tie together television and Web direct response. The system allows marketers to receive in real-time response rates to promotional offers. Though primarily a business-to-consumer marketing analysis tool, Wink's service could also be used for some of the broad b-to-b positioning that occurs regularly from companies like IBM and EDS. The service will be available in the fourth quarter. Wink, New York, also named former Arbitron New Media VP and general manager Kevin Patrick Smith to head its research and targeting division.
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