BroadVision Inc. said its One-to-One target marketing system for the Internet has been built into a Metromail Corp. lead-generation system called Direct Value to You, or DV2U.

Metromail, a Lombard, Ill.-based data base marketing company, said Whirlpool Corp., Stein Roe & Farnham, and New England Life are among 20 national marketers that have signed to sponsor DV2U.

The system helps tailor highly customized offerings based on a consumer's lifestyle.

"The Internet has created a tremendous opportunity for applying innovative direct marketing techniques," said Daniel Hamburger, vice president of Metromail's Internet services group. He said the BroadVision system "will provide high-quality, very targeted audiences to our sponsors. Site visitors will benefit from receiving product and service information that is more closely aligned to their needs."

Pehong Chen, president and chief executive officer of BroadVision, said it is an example of "true one-to-one marketing," enabling companies to "make their offers available only to those consumers who have shown an interest."

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