, often called the father of direct marketing, announced the launch of I-Behavior, a marketing data and information services business for e-commerce companies. White Plains, N.Y.-based I-Behavior will create a cooperative opt-in database that analyzes online and offline customer purchase information provided by marketers. Mr. Wunderman, chairman of the new venture, recently became worldwide director for the Marketing Lab, a new research arm of Impiric (formerly Wunderman Cato Johnson). His daughter-in-law, Lynn Wunderman, will serve as CEO of I-Behavior.
Copyright March 2000, Crain Communications Inc.