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Active Research unwraps product tracking service

Active Research today formally unveils Advisor, a service in which it sells anonymous shopping data to marketers. Active Research collects information about consumers' buying preferences through its ActiveBuyersGuide.com, a buying guide used on sites such as Go.com, iWon and mySimon. The guides allow Active Research to collect information about particular products, such as consumers' brand and cost preferences. Active clients using Advisor in beta tests include Eastman Kodak Co., ReplayTV and Sony Corp.

MatchLogic targeting teams with Looking Glass

MatchLogic, an Excite@Home subsidiary that specializes in online marketing, is partnering with market segmentation company Looking Glass to bring offline database analysis to the Web. The intent is to make it easier to target e-mail marketing messages using demographic and lifestyle data. MatchLogic will overlay Looking Glass' Cohorts, a tool that categorizes all U.S. households into one of 27 easy-to-understand groups defined by personality profiles and first names, onto its own database of 10 million e-mail names and addresses compiled from self-reported surveys. Marketers will be able to choose a certain Cohort, such as Brandi, which includes twentysomething, career-minded, female students who are hip and enjoy fashion, music, and high-tech devices. Marketers then can send targeted e-mail marketing messages via MatchLogic's DeliverE tool.

Lancome sponsors People.com sweepstakes

People.com this week launches StyleWatch, a feature that includes a daily updated celebrity fashion gallery, fashion coverage from award shows and stories on fashion trends. To kick off the new area of the site, cosmetics retailer Lancome will sponsor "Believe in Beauty," a sweepstakes offering a grand prize trip for two to New York, including a $5,000 make-over. Consumers can enter the contest put on by People's online arm by responding to a weekly beauty poll on the site. The contest runs Sept. 29 through Dec. 15.

Zkey, Giant Bear prepare wireless services

Two companies that try to make it easier to interact with the Web via mobile devices are unveiling services. Both use a Web portal to store user preferences to more easily make purchases, write e-mails and do other activities via their wireless devices. Zkey next week launches its M-commerce program in which advertisers sponsor targeted alerts. Sponsors include Casio, Virgin and 3M Co. L90 is selling and serving the ads.

Rival GiantBear today names Advertising.com to sell ads on its wireless portal. GiantBear sells its services to wireless carriers such as Dobson Cellular and Price Communications.

F.Y.I.

CMGI's ad management company Engage today uncaps Engage Echo, a service that allows advertisers to target people across the Engage Media Network and through Engage's AdKnowledge. . . . Excite@Home Chairman-CEO George Bell said he would step down as CEO of the AT&T Corp.-controlled broadband portal. Mr. Bell said he would be chairman until at least yearend 2001. . . . Streaming-content site Pseudo.com shut down Sept. 12 and laid off its 175 employees. . . . Job site Monster.com bought ad time for Super Bowl XXXV, the third year in a row the dot-com will advertise during the game. Arnold Communications, Boston, will create the commercials, which are part of a $200 million marketing budget for 2001. Monster recently selected Arnold in a review; Mullen, Wenham, Mass., was the incumbent. . . . Media Metrix, a Web measurement service, paid about $270 million in stock Sept. 20 to buy Jupiter Communications, a Web research and trade-show company. Media Metrix shareholders own 55% of the combined company, Jupiter Media Metrix. Jupiter shareholders own 45%.

Chat. . .

A site that makes scents: Will Reflect.com be first into Smell-O-Vision? P&G inked a deal earlier this year with DigiScents, the developer of iSmell, a scent machine that will transmit digital scent signals via the Web. Now comes word that Reflect.com, P&G's majority-owned interactive beauty retailer, is planning to redesign its site as it adds fine fragrance and higher prices to its mix. The $100 iSmell device isn't expected to debut until next year, but could P&G be getting a head start?

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