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.
Copyright September 2000, Crain Communications Inc.