Red Sheriff to tame "wildwildweb"

The Melbourne-based Internet research company Red Sheriff rides into New Zealand today, promising to 'help tame the wild-wild-Web.'

A Red Sheriff rides into New Zealand today promising to "help tame the wild-wild-Web."

Red Sheriff is a Melbourne-based e-marketing intelligence service provider offering specialised Internet audience measurement and market research.

Its entry into the Kiwi market follows announcements by Australian Web measurement company Sinewave Interactive that it would set up in New Zealand. Nielsen NetRatings has been operating its panel-based service here since November last year.

Since 1996, Red Sheriff has expanded into 12 countries and now claims to offer comprehensive and dedicated Internet research services.

New Zealand business development manager Jonathan Dodd, a former account director at Auckland-based CM Research, says Red Sheriff's reliability is boosted by its audited metrics and reporting services being completely third-party independent.

Initially, Red Sheriff will only offer four of its five products in New Zealand.

  • RedMeasure, a custom designed browser-based audience measuring system
  • RedEffect, an online specialist Internet market research survey tool
  • RedSense, qualitative Internet research service using specially-designed market research computer labs
  • SharpShooter, a comprehensive range of new economy reports examining specific aspects of the online market sectors
And in a month or two, Red Sheriff will launch its patented Web site rating service, RedGauge, which combines panel data and online census data.

Dodd says many Kiwi firms have cannot adequuately measure the effectiveness of their e-commerce initiatives, but Red Sheriff will allow online operators to find out who visits a site, for how long, where they go and why, and tell them how to make a site more effective.

At present, the Kiwi operation only has Dodd working in temporary offices in Newmarket, but he will soon be joined by a researcher and he is supported by his Australian partners.

Dodd says that over the past few weeks the company has operated on the quiet and claims much interest from potential clients, some of which he expects to sign up very soon.

New Zealand, he says, was so long in receiving the services of the Australian parent because the Internet traffic was mostly in Scandinavia, so Red Sheriff first went overseas to Europe.

Many Kiwi firms, often having Australian parents, were also happy to be served from Melbourne.

In Australia, Red Sheriff has commercial alliances with the AGB group and Suomen Gallup. Australian customers include Telstra, Fairfax, New Interactive and OzEmail.

The company also has a strategic partnership with UK-based communication services giant WPP and next month plans to open its Singapore branch. Details can be found on

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Tags Web measurement

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