Two of Canada’s leading target marketing companies, both of Toronto, have inked a deal that will enable marketers to cross reference consumer behavior data with geographic/demographic data.
Under the arrangement, users of icom’s TargetSource consumer behavior database will gain access to Compusearch’s psyte cluster system, introduced in 1994, and the MarketMath/MarketLink software systems.
TargetSource is a database of household level consumer behavior built from survey responses from over a million Canadian households annually. Brand preferences, usage levels and household demographics are available for a broad range of product and service categories.
The new arrangement will enable mutual clients to load their TargetSource data into MarketLink, Compusearch’s desktop database marketing system, to count, query and cross tabulate the data. Further, the agreement offers a range of additional options based on psyte clustering.
Jan Kestle, president of Compusearch says, ‘Our customers asked us to make it possible for them to use our tools in conjunction with icom’s data – and I’m delighted to announce that it is now possible.’
