Playboy Online Picks Acquity to Build Trend Program

Rhett Pardon
PHOENIX, Ariz. — Playboy Online recently inked a deal with the Acquity Group to build a centralized data program to interpret and aggregate trend information.

Chris Dalton, chief executive of Phoenix, Ariz.-based Acquity Group, said that his firm’s services will allow the adult giant to better understand subscriber purchasing and retention patterns to evaluate website effectiveness.

“Playboy is a technologically savvy company and this solution will help the site attract new subscribers to its online properties,” said Dalton, who noted that Acquity will utilize Oracle's 10G database, Oracle Warehouse Builder ETL tool and MicroStrategy 7i.

Playboy Online, which saw a 25 percent gain in business last year, reported $38.8 million in revenue and $2.8 million in net income. Playboy Enterprises, which owns Playboy Online, said earlier this week that the company as a whole expects earnings to climb 6 percent in 2005.

Acquity has previously worked with clients such as bebe stores Inc., Radioshack, McDonald’s, First Franklin, Equity Office Properties Trust and Shimano Inc. to develop market research programs.

Scott Stephen, executive vice president of operations for Playboy Online, said the goal with the project is to “concretely measure the impact of our marketing initiatives upon our web traffic and our bottom line.”

“Acquity Group's expertise enabled us to combine our separate operational data silos into a unified view of our business,” Stephen said. “Ultimately [Playboy will] make better, more grounded business decisions."