One to One Interactive Acquires Quantemo Usability Labs
April 17, 2007
Quantemo Technology to be Integrated into OTOi’s Neuro-Research Lab
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 Ian
Karnell, 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 technology
to 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 (Web
sites, 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
Corporate Blog:
http://www.otoinsights.com
Quantemo:
http://www.quantemo.com
OTOlabs:
http://www.otolabs.com
OTOnetworks:
http://www.studentfinancedomain.com
Contacts:
Jeremi Karnell
One to One Interactive
617.425.7369
jkarnell@onetooneinteractive.com
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