FOCALINK BRINGS NEW TOOL TO WEB;MARKETMATCH INTEGRATES SRI'S PSYCHOGRAPHICS INTO SITE BUYING

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FocaLink Communications is enhancing its Web media planning tool with psychographic data from SRI Consulting.

FocaLink's MarketMatch, which helps agencies find appropriate sites on which to place ads, will incorporate SRI's Values & Lifestyles information, which helps agencies segment consumer audiences and predict buying behavior.

ATTITUDE AND BEHAVIOR

As part of the non-exclusive alliance, SRI has studied attitude and behavior characteristics for users of about 600 Web sites that accept advertising. Online media planners can select various traits and preferences of their target audience and the MarketMatch tool will generate a list of the most appropriate sites.

"Most advertisers and content providers on the Web want to map the psychographics of individuals as they visit their sites," said Bill Guns, SRI VP.

MarketMatch is in beta test at more than 60 agencies, including Anderson & Lembke, San Francisco; Saatchi & Saatchi Advertising, New York; and J. Walter Thompson USA, Chicago. The formal launch is scheduled for January, when agencies will start paying to use the tool.

Pricing is undisclosed.

CAMPAIGN TO COME

Palo Alto, Calif.-based Foca-Link in October plans a print, online and direct mail campaign to introduce MarketMatch to pro-spective agencies and marketers. Shafer Advertising, Irvine, Calif., handles.

Although online media planners in interactive shops like Modem Media and i-traffic specialize in knowing which sites appeal to what kinds of people, MarketMatch is the first actual tool that is designed to dissect Web sites into psychographic zones.

`GRANDMOTHER OF PROFILING'

"Where people go on the Web is dictated more by attitude and behavior-psychographics-than just demographics," said Ron Kovas, president of FocaLink. "SRI is the grandmother of psychographic profiling, and through our alliance the company is applying its expertise to the Web."

FocaLink also markets SmartBanner, an ad management tool for Web sites.

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