Information Resources Inc., Chicago, is launching a joint venture with PC Data, Reston, Va., to track, test and analyze the impact of Internet marketing programs from package-goods companies. The venture replaces a similar program called eScan that IRI announced earlier this year with Media Metrix. Dan Scherr, exec VP-strategic business development of IRI, said the switch was not prompted by Media Metrix's pending acquisition of Jupiter Communications, a competitor of Forrester Research, with which IRI entered another Internet research venture called Netquity in May. Mr. Scherr said IRI "continues to have an excellent working relationship with Media Metrix," but that the deal with PC Data expands the capabilities of IRI's "Internet Tool Kit" for package-goods clients. The deal links PC Data's Internet metering service and 120,000-household research panel with IRI's own 55,000-household consumer panel for research projects, including regional and possibly even city-by-city Internet metering and consumer surveys, Mr. Scherr said.
Copyright July 2000, Crain Communications Inc.