Abacus has introduced a Web-enabled product to help the multi-channel marketer to identify which campaigns are driving customers to order from which channels.
When a customer places an order, the product, ChannelView, traces their name back to the mailing list from which they were initially targeted. Reports, generated daily, show catalogs whether the customer ordered after receiving a catalog, a direct mail piece, or an e-mail broadcast. Catalogers can access reports from a Web site each day.
“It’s very important for catalogers to understand how to mail better and enhance ordering channels,” said Paul Imbierowicz, general manager for ChannelView.
Charter customers for the services include J. Crew, Restoration Hardware, Bass Pro Shops, Paul Fredrick MenStyle, Vermont Country Store and Flax ARt & Design.
Cost is on a CPM basis, after set-up fees have been determined.
ChannelView was developed in a separate business unit of Abacus. Abacus data is not shared with the ChannelView division, said Imbierowicz. DoubleClick Inc., New York, is the parent of Abacus, which is based in Broomfield, CO.
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