DoubleClick Upgrades Multi-Channel Tracking
DoubleClick Inc. has upgraded its Internet-based customer tracking software making it possible to simultaneously monitor response in multiple marketing channels: catalogs, direct mail, telemarketing, paid search engine promotions and various types of retail marketing.
The tracking software can be used to match customers with specific marketing channels to assess the impact of various types of promotions and enhance the quality of data reports generated.
It’s an analytical tool for determining what drives customers to make purchases through Web sites, call centers or retail stores. New features allow for breaking out data for retail and outlet stores, catalogs and gift registries.
“Now our customers will be able to understand and manage the interaction between direct mail, paid search, affiliate marketing and e-mail marketing programs within a single interface,” said John Black, senior product manager at Abacus, a division of DoubleClick, in a prepared statement.
