Zip Television a specialist independent interactive television company has appointed Alchemetrics to build its first consumer database and develop a data strategy to support Zip Television’s clients’ use of the iTV digital medium.
Alchemetrics, a provider of marketing technology solutions, will devise a data strategy for Zip Television that will measure the effectiveness of campaigns, penetration into markets and impact on purchasing behaviour for all Zip Television’s advertising clients.
The interactive nature of the medium provides huge potential for advertisers to collect customer data at the point the viewers press the red button on their sky remote control. Alchemetrics will be able to analyse the data on the viewer’s route and where they buy or drop out of the site, enabling advertisers to refine further their existing or future campaign strategies.
As a result, this will enable Zip Television to offer its clients such as BT, Honda, Orange, P&G, Reckitt Benckiser campaign management that will deliver a measurable return on investment.
Zip Television has a detailed working knowledge of the iTV landscape in the UK working closely with the major broadcasters and digital platforms. Its skills are founded on years of interactive media and creative experience combined with data planning and analysis.
Donna Barradale, Managing Director, Zip Television, comments:
“Working with Alchemetrics will enhance our understanding of the consumers who use interactive TV and the type of advertising that they are responding to.
“By working together we can pool this information to maximise the effectiveness of iTV campaigns and inform advertisers in general as to the value of having iTV on their media schedule.
”Zip Television has been impressed with Alchemetrics’ ability to recognise and address its clients’ needs through flexible service management and solutions tailored to accommodate future growth.”
Chris Duncan, Managing Director, Alchemetrics, adds:
“iTV is extremely accountable, often in real-time and working with Zip Television will enable us to apply traditional data solutions often related to direct marketing to this channel to maximise the effectiveness of the customer data. It’s a very exciting time for this industry and I believe this channel, as it matures, will provide advertisers with a very powerful communication channel.”
Alchemetrics - boilerplate:
Alchemetrics create and manage innovative marketing technology solutions, enabling consumer marketers to effectively communicate and increase customer value in order to maximise profit from data driven marketing.
Alchemetrics' services range from assisting clients to form data strategies through to creating and implementing data driven solutions. We provide data analysis, processing and enhancement services, through to database management and on-line provision of analytic and campaign management tools. We offer both software and hosted products under a fully account managed service which strives to match solutions to our customers’ business objectives.
Alchemetrics' solutions are in use across many industry sectors, clients include The Telegraph Group, Emap, Claritas, Abacus Direct, Telewest Broadband, Ogilvy One Worldwide and Craik Jones where we deliver solutions to meet the changing technology needs of strategic direct marketing communications.
About Zip Television
Zip Television is a specialist independent interactive television company.
The company’s aim is to help shape the future of interactive television by developing new products and services that benefit its clients and support the growth of this new industry.
Zip TV has a detailed working knowledge of the iTV landscape in the UK working closely with the major broadcasters and digital platforms. The team’s skills are founded on years of interactive media and creative experience combined with data planning and analysis.
The Zip TV channel is an initiative based on a consortium of advertisers representing 40% of the TV advertising market. These advertisers are taking an active role in the development of this industry as well as share insight and learning to exploit the brand opportunities that this new medium provides.
Members include Honda, Orange, P&G, Unilever, Reckitt Benckiser, BT, COI and Gillette.
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Published on: 12:00AM on 24th May 2004