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DoubleClick Signs 22 New ChannelView Customers in First Half of 2004

Metropolitan Museum of Art, Anthropologie Direct, Linen Source, Pendleton, Sports Section, Thompson Cigar and Athleta Include New Customers That Will Use ChannelView to Make Smarter Marketing Decisions

New York, 7/27/2004 - DoubleClick Inc. (Nasdaq: DCLK), the leading provider of marketing tools for marketers, advertising agencies and web publishers, today announced that twenty-two catalog titles signed ChannelView contracts in the first six months of 2004. The new customers, which include the Metropolitan Museum of Art, Anthropologie Direct, Linen Source, Pendleton, Sports Section, Thompson Cigar and Athleta, bring the total number of ChannelView customers to sixty-five.
Launched in January 2002, ChannelView is a web-based tool that lets marketers identify how campaigns are driving customers to purchase through websites, call centers or retail stores. ChannelView has quickly become an essential analytics tool for multi-channel marketers enabling them to accurately assess the cross-channel impact of their catalog and other direct mail campaigns by matching a promotion to the customer and the channel. On average a client logs into ChannelView every fifteen minutes to manage and analyze their campaigns. During the first six months of 2004, ChannelView processed over 520 million mail records and allocated over $2 billion in multi-channel sales to direct mail campaigns.

Prior to using ChannelView, our internal system was misallocating orders between mailing lists. Test results were all over the map, said Sandy Sheppard, Director of Catalog and Studio Marketing at Design Within Reach. By correctly allocating call center, web and retail orders to catalog promotions, we have more confidence making list decisions and rolling out to tests. By quantifying the impact of mailings on retail sales, we have also proven out the effectiveness of trade area models in driving sales to our 26 Studios.

By allocating unsourced online and retail sales to direct marketing campaigns, ChannelView customers have seen an average lift in response rates of 61% over catalog-only results for 2-channel merchants and 104% for 3-channel merchants.

ChannelView is rapidly becoming the industry standard for accurately measuring and allocating multi-channel sales, said John Black, Senior Product Manager for DoubleClick. More and more marketers recognize the importance of accurately assessing the cross-channel impact of their marketing campaigns. Quite simply, unless marketers can measure this impact, they cannot truly optimize their campaigns.

For more information on ChannelView, visit http://www.doubleclick.com/channelview

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