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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 further refine 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 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 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.”

Published on: 12:00AM on 27th May 2004