Kraft Foods Oct. 2 selects comScore Networks to track and analyze consumers' online shopping habits. ComScore has a panel of 2 million people who've approved having their online behavior monitored in exchange for software to speed Internet downloads. ComScore will study users' online shopping behavior and how much Kraft.com influences their purchasing decisions.
Gian Fulgoni, chairman and formerly chairman-CEO of Information Resources Inc., said comScore also is developing relationships with companies that collect frequent-shopper card data from retail grocers. He said comScore intends to link the influence of online ads to the offline purchase behavior of its panel.
Copyright October 2000, Crain Communications Inc.