Marketing Metrix focuses on the benefit to the bottom line that the intelligent use of data can bring. The consultancy will offers services ranging from data modelling, segmentation to hosting. It is already working with broadcaster Channel 4.
Direct marketing agency Watson Phillips Norman, formed by WWAV Rapp Collins founder and ex-chairman John Watson, is a shareholder in the new venture, and the new company is currently working out of WPN's offices.
The directors have experience of working on some of the UK's biggest databases such as Boots and the AA. Most are one-time WWAV staffers, including Tony Masters, the agency's first ever planning director, former associate director Paul Cox, and Dominic Alkins, who went on to set up the planning and interactive divisions at Clark McKay & Walpole.
According to Portlock: "Marketing Metrix has evolved as a result of a worrying trend -- falling response rates across a number of industry sectors. In spite of increased awareness and pressure on marketers to deliver, it is clear that precision targeting is still not a reality for many direct marketers.
"By investing in intelligent data analysis, clients can truly maximise the power of their data and as a result make a tangible difference to their brand's bottom line."
Portlock left WWAV in 2000 and set up The John Watson Partnership, a management consultancy for agencies, with John Watson and Tony Masters.
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