• by Paul Gough , November 3, 2003

NetRatings and ACNielsen Monday launched Homescan Online, which uses 12,000 members of the ACNielsen Homescan consumer panel that have agreed to allow their Internet behavior to be to be combined with their offline buying behavior. They will use ACNielsen's in-home UPC code scanners.

Homescan Online is aimed at consumer packaged goods marketers to help them see the Web sites category or brand buyers are visiting and fleshing out consumers' online behavior. The new service will also evaluate the effectiveness of online advertising campaigns by measuring actual offline purchasing behavior among consumer groups who were exposed to the advertisements.

"The CPG indusry has evolved online to a point where market research tools are critical in understanding consumer buying behavior on the Web," said Susan Nathan, senior vice president of Media Knowledge at Universal McCann. "We are looking forward to the Homescan Online service, which promises to deliver much needed research on how online consumers interact with CPG brands."

Homescan Online will integrate consumer retail purchasing of up to 12,000 consumer packaged goods brands and online visits to more than 1,000 Websites. Initial custom analysis from Homescan Online is expected to be available in January 2004. Full reporting through 2004 will include quarterly Web surfing data with annual all-outlet purchasing data.