Boston, MA – One to One Interactive, a leading digital marketing holding company, has announced today that it has completed its acquisition of Quantemo TM, Usability Lab, founded by Theodore Agranat. The Quantemo Lab, its brand and technology will become the foundation for a neuro-research lab that’s currently in development at One to One’s professional services division OTOi. Terms of the deal have not been disclosed.
Quantemo was developed to measure emotional reactions and physical responses to web pages and provide deeper insights for clients who were building new corporate presences on the web or optimizing existing sites. The lab uses bio-feedback monitoring technologies to record brain waves, skin conductivity, respiration,heart rate, and eye tracking to measure test subjects’ physiological and neurological reactions to visual stimuli.
“In this age of corporate accountability brand teams need to know what they’re getting in return for their advertising and promotional spends. Wait-and-see just doesn’t cut it,” said IanKarnell, CEO and co-founder of One to One Interactive. “Acquiring the Quantemo lab and its technology helps us to shore up the research and analytic offerings we’re making available to our clients.”
The Quantemo acquisition is One to One Interactive’s latest step in marrying science and marketing. This past year One to One has engaged in a number of bio-measures studies that have sought to analyze the physical responses test subjects experience when exposed to certain media stimuli. This data has in turn been used to predict, with high levels of accuracy, consumer behaviors across a variety of media channels and platforms.
“Applying science to the art of advertising allows us to better quantify returns for our clients and help them make more informed choices,” said Jeremi Karnell, President and co-founder of One to One Interactive. “We’re excited to evolve the Quantemo technologyto measure engagement across a number of emerging digital platforms, including social networks, blogs, podcasts, widgets,online video, rich media advertising, and virtual worlds such as Second Life. Furthermore, we intend to extend the offering to measuring traditional offline marketing channels, Our aim is to harness the accuracy afforded to us by neuro-research to optimize our clients marketing programs so that they are as relevant and engaging as possible in this new consumer controlled media landscape. Furthermore, if we can use results to accurately predict the success of the content we develop for our clients, and the optimal channel mix, we’ll be at the forefront of the new age of marketing.”
About One to One Interactive
One to One Interactive is a leading innovative marketing services, technology, and media company that aims to deepen the connection between brands and their customers by deploying state-of-the-art and cutting-edge digital marketing techniques. The One to One Interactive holding company includes OTOi which focuses on digital marketing, creative and technology professional services; OTOlabs whose ThinkDesktop technology platform is an integrated turnkey branded desktop application (BDA) development and hosted services environment that enables the rapid and cost-effective deployment of custom desktop applications; and OTOnetworks focusing on the creation and distribution of niche digital media channels to provide marketers performance based customer lead and acquisition opportunities.
About Quantemo TM
Quantemo is the world’s first known scientific approach to measuring a target audience’s mental effort and emotional responses on a web site. Using a highly innovative and proprietary process, Quantemo evaluates the user experience with digital media (Websites, online advertising, streaming video, virtual worlds, etc.) and recommends strategies for improvement to meet audience needs and increase online conversion rates. Prompting the desired emotional reaction is core to connecting with prospects and providing the positive interaction that leads naturally to customer conversion and retention. Quantemo measures this emotional connection experienced by users and identifies the core cause.
For Additional Information About One to One Interactive and Quantemo
For additional information, please visit these One to One Interactive websites:
- One to One Interactive: http://www.onetooneinteractive.com
- OTOi: http://www.otoi.com
- OTOlabs: http://www.otolabs.com
- OTOnetworks: http://www.otonetworks.com
- Green Student U: http://www.greenstudentu.com
- Student Finance Domain: http://www.studentfinancedomain.com
- Study Abroad Domain: http://www.studyabroaddomain.com
- OTOinsights: http://www.otoinsights.com
- Quantemo: http://www.quantemo.com
Contacts:
Jeremi Karnell
One to One Interactive
617.425.7369
jkarnell@onetooneinteractive.com