Media Metrix Adds Scanner to Research Tools.

Measurement firm Media Metrix Inc. Wednesday added a new tool to measure e-commerce purchases, thanks to a partnership with Information Resources Inc. Information Resources (IRIC) is a marketing research that uses universal product code scanner data and software. It will work with Media Metrix (MMXI) to deploy e-SCAN, a service designed to track where specific brand/category buyers go on the Internet and measure their responsiveness to Internet advertising. "e-SCAN is the first service that delivers real, substantive information about the relationship between Internet usage and consumer purchase behavior - vital knowledge for consumer packaged goods companies," said Jim Chambers, group president U.S. Business, Information Resources, Inc. (IRI). "... e-SCAN is the first solution that pulls together all the pieces of the Internet puzzle on a household by household basis -- Internet usage, Internet advertising, and actual products purchased." e-SCAN combines Media Metrix_s meter technology with IRI_s ScanKey in-home scanner to correlate consumers_ Internet activity with their actual purchase of packaged goods products: volume purchased, purchase cycles, promotional effectiveness and brand loyalty. Features of the service include:
e-profile -- correlates brand and Internet usage profiles among target audience segments
e-testing -- tests the sales effectiveness of various Internet advertising approaches
e-response -- applies custom analytics and modeling to Web marketing scenarios
To facilitate e-SCAN usage, Media Metrix installed its metering software on the PCs of several thousand existing IRI Shoppers_ Hotline panel members.