Nielsen/Netratings
Situation:
Hitachi Data Systems developed software to track a user’s web searches. Unfortunately, this product was not a market success. The product group decided to revamp the technology and enter the emerging web ratings market. The company was the third player to enter the field behind PC/Meter and Relevant Knowledge and had no “relevant” advertising experience.
Program:
- Product Design Strategy
- Marketing Strategy
- Brand Development
- Sales Material Development
- PR Campaign
Results:
With an aggressive media relations campaign, NetRatings immediately became a company to watch in the web ratings market. The company was featured in all the leading advertising trade magazines and advertising columns in newspapers, such as the New York Times. NetRatings provided immediate reports on news events, such as the Super Bowl, and gained long-term commitments to provide daily updates on top-line Internet usage data to third-party companies, such as the Bloomberg® service. Based on its success, NetRatings went public in 1999.
