HotSocket, the US-based online direct marketing company, is launching in the UK this month in a partnership with Claritas, the marketing data company wholly owned by the Dutch publisher VNU.
Claritas' services include direct marketing, database marketing and micro marketing - which involves using data to calculate current and future demand for products. The alliance with HotSocket will expand the company's growing activities in the online arena.
HotSocket's chief executive, Dev Bhatia, said that its UK debut will be closely followed by launches in both France and Germany.
He said the company's strength lies in its capacity for accountability: 'Budgets have not switched to online because the web hasn't been accountable to a marketer's needs. The web is the ideal place for direct marketing - it's better than direct mail.
'We haven't been selling what the direct marketer cares about, which is how many responses did I get and how much did it cost. We know it's not enough to get the right banner in front of the right person. We need to get them to transact.'
Mark Patron, the executive vice-president of Claritas Europe, said: 'Claritas focuses on data, so if you combine this with HotSocket's online analysis and optimisation techniques, the two services are complimentary.
'The biggest and most exciting sector in online marketing is going to be e-mail. There lies a convergence of good old-fashioned direct marketing with e-mail marketing and banner advertising.'
HotSocket is expected to announce its first UK client before the end of the year.