Abacus Signs Nearly 40 Channelview® Customers In Product’s First Year

Ross-Simons, Johnston & Murphy and National Geographic Among Clients Using ChannelView to Make Smarter Marketing Decisions

Broomfield, CO, 4/14/2003 - Abacus, a division of DoubleClick Inc. (NASDAQ: DCLK), the leading data and research provider to the direct-marketing industry, today announced that it signed 39 ChannelView customers in the product’s first year, one of the quickest adoptions of a new product in DoubleClick’s history. Leading multi-channel merchandising companies, including Ross-Simons, Johnston & Murphy and National Geographic have recently deployed Abacus’ ChannelView solution.

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 channels. Currently over 90 million mail contacts are analyzed through ChannelView each month, enabling marketers to accurately assess the cross-channel impact of their marketing campaigns by matching a promotion to the customer and the channel. Using ChannelView, Abacus customers have attributed over $100 million in retail demand and over $500 million in online demand to direct mail campaigns.

“ChannelView has enabled us to significantly enhance our mailing strategies, especially as it relates to our retail and Internet customers,” said John Beluza, Senior Marketing Director at Ross-Simons. “ChannelView is the critical link to providing a better understanding of rental and housefile productivity, better visibility of how our mailed names perform on the Internet and in stores, and up-to-the-minute analysis on our mailing strategy.”

“Leveraging the intelligence that we gain from ChannelView, we have made decisions to continue mailing certain lists that we had previously considered below breakeven”, said Pamela Hodgkinson, Catalog Circulation Director at National Geographic. “This has allowed us to make strategic decisions related to our mailings, which have resulted in improved response rates and larger universes of names.”

By allocating unsourced online and retail demand to direct marketing campaigns, ChannelView customers have seen an average lift in response rates of 48% over catalog-only results for 2-channel merchants and 66% for 3-channel merchants.

“Prior to deploying ChannelView, we were unable to track retail and online sales back to catalog mailings, and the reports that we did have gave us a 3-month old view of our retail sales results”, said Laura Van Sickle, Director of Catalog & E-Commerce at Johnston & Murphy. “Now, we can not only pinpoint when catalogs are the source of these sales, we also get this information in real-time allowing us to make better decisions and adapt our marketing programs as appropriate.”

“ChannelView is quickly becoming the gold standard in cross-channel campaign performance analysis for the direct marketing industry,” said Paul Imbierowicz, Vice President of Product Management at Abacus. “It fills a vital need for our customers and we are extremely excited about the adoption of the product and the positive feedback that we have received from the scores of users of the product.”

About Abacus

Abacus, a division of DoubleClick Inc., is a leading data and research provider to the direct marketing industry, managing the nation's largest proprietary transactional database of behavioral data from catalog, retail, BtoB, eCommerce and publishing markets. The Abacus Alliance combines the power of shared data with proprietary modeling techniques to help Alliance participants improve profitability. In addition, Abacus offers multi-channel marketing solutions which includes an analysis tool to help users determine the ROI of an email or direct marketing campaign across the user's Web, retail stores and catalog call centers.