Abacus, a division of DoubleClick Inc., 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.
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. According to the announcement, 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.
