Behavioral Targeting Firm Lures Analytics Vet

  • July 13, 2006
In an effort to boost its U.S. presence, behavioral targeting company Touch Clarity, headquartered in London and Boston, has tapped Brent Hieggelke to lead the company's marketing department. Hieggelke formerly served as head of marketing at analytics firm WebTrends. Hieggelke, who quietly began work at Touch Clarity at the end of May, said he is currently reaching out to companies about Touch's technology, which allows publishers to track users' behavior within a site and then serve them content or promotions tailored to their on-site actions. He said that the company initially focused on financial institutions in the United Kingdom and Europe, and would likely do so in the United States as well. Other sites that Touch Clarity is looking to court are portals, travel, retail, and media sites, Hieggelke said.

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