• by Masha Geller , January 24, 2002

Very few ad campaigns are made up of one creative execution running on one website. Generally speaking, most advertisers spread different sets of creative across different sites and evaluate the performance of each variation during the life of the campaign – a very time-consuming, but nevertheless necessary part of the job.

Say what you will about DoubleClick and their media division, but they seem to have come up with a very good idea – to automize the process. Yesterday, they announced the launch of a new marketing tool, called ChannelView, designed to help companies with multiple marketing campaigns determine which ones are most effective.

According to the announcement, ChannelView is a software product that matches a company's customer to a specific promotion, to quantify the results of marketing campaigns so they can adjust those campaigns as needed.

I won’t bore you with the technical details, but DoubleClick says ChannelView is particularly effective for companies marketing across multiple channels.

The company said that while the overwhelming majority of marketers do use multiple channels, surveys show that more than 75% of them can not effectively track customer behavior across those individual channels.

Whether the tool is actually as effective as DoubleClick claims it is remains to be seen (robots rarely fully replace humans), but the tool may help cut down on the grunt work.