DoubleClick Launches ClearEDGE Database Solution

DoubleClick Launches ClearEDGE Database Solution

-- Seven Catalogs Select ClearEDGE Following the Beta Program --

NEW YORK, Dec. 15 /PRNewswire-FirstCall/ -- DoubleClick Inc. (NASDAQ: DCLK), the leading provider of solutions for marketers, advertising agencies and web publishers, today announced the general availability of ClearEDGE, a database solution for mid-market catalog and specialty retailers, following a successful beta program. In conjunction with the completion of the beta program, customers such as Patagonia, Anthropologie, Urban Outfitters, The Thompson Group, and Sure Fit have selected the ClearEDGE solution.

ClearEDGE is an integrated database marketing solution comprised of a multi-channel marketing database and web-based access to campaign management, reporting and analytics. As a hosted solution, ClearEDGE offers mid-market companies the sophisticated capabilities usually associated with big-budget marketers. The solution is deliberately tailored to the marketing processes, data needs and price point unique to mid-market catalog and specialty retailers, to avoid the cost, risk and complexities of a more custom solution.

Thompson Group Sees Immense Benefits from ClearEDGE

The Thompson Group, owner of multi-channel titles including Linen Source, Thompson Cigar and Casual Living USA, was one of the first ClearEDGE clients. Prior to adopting ClearEDGE, The Thompson Group had not used marketing databases for their titles, and as such they viewed the ClearEDGE solution as an opportunity to gain more knowledge about their customers and improve their marketing strategies.

Immediately upon implementing ClearEDGE, Casual Living gained access to more information than they've ever had before. They have seen significant benefits from the solutions' ad hoc query and analysis capabilities giving the marketing department the ability to create and run reports on their own. In addition, the company now has the ability to coordinate orders, returns and exchanges providing a clearer view into the recency, frequency and monetary value of its campaigns, as well as into buying behavior by channel.

"We have always recognized the need for a marketing database, but were not satisfied with the available solutions targeted at companies such as ours," said Beverly Diehl, Director of Marketing at the Thompson Group. "ClearEDGE is the only solution that we have seen that provides all of the features that we need at a price that is realistic for mid-market catalogers. ClearEDGE gives us an extraordinary opportunity to gain more knowledge about our customers and improve our marketing efforts."

"We implemented ClearEDGE to help us gain greater visibility on customer interactions across merchandise categories and channels of purchase, and combined with ChannelView, identify the best allocation of advertising expenditures to maximize return on investment," said Steve Cobden, VP of Marketing at The Thompson Group. "We are now in a position to better understand the most effective mix of marketing promotions and expenditure to different segmented groups of customers, and utilize this information to contact these customers more profitably."

Patagonia Among Several New ClearEDGE Customers

Patagonia is also one of several leading specialty retailers that has selected the ClearEDGE solution. Patagonia has been a long standing client of DoubleClick, and previously had a custom marketing database designed and developed by DoubleClick. ClearEDGE offers an even greater flexibility that fits their needs as a specialty retailer by providing more frequent database updates to allow for better information guiding marketing decisions and enhanced reporting capabilities that make it easier to share management reports across the organization.

"ClearEDGE offers a multitude of benefits as a standalone solution that fill a real need for mid-market catalogers," said Morlee Griswold, Director of Direct Mail at Patagonia. "For Patagonia, the integration of ClearEDGE with other DoubleClick products also allows for streamlined data flows, reduced errors and a simplified process allowing us to better manage customer communications across channels."

DoubleClick currently provides marketing solutions to approximately four hundred mid-market catalogers, primarily through its Abacus Alliance, which contains a total of 1,800 catalog and retail companies.

"ClearEDGE customers are enjoying better insight into their customers and prospects, improved response rates, enhanced revenue per contact and reduced mailing costs," said Chris McDonald, Executive Vice President of Abacus and Data Management Solutions at DoubleClick. "ClearEDGE is a great example of how DoubleClick is helping customers reduce the complexities, cost, and cycle- times associated with direct marketing. Based on the overwhelmingly positive feedback from the industry and our customers we expect ClearEDGE to change the future of database marketing, just as the Abacus Alliance changed prospecting for catalogers."

About DoubleClick Inc.

DoubleClick is the leading provider of solutions for marketers, advertising agencies and web publishers to plan, execute and analyze their marketing programs. DoubleClick's online advertising, email marketing and database marketing solutions help clients yield the highest return on their marketing dollar. In addition, the company's marketing analytics solutions help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 22 offices around the world.

CONTACT:
Jennifer Miller
DoubleClick
212.381.5705
jmiller@doubleclick.net


Source: DoubleClick Inc.

CONTACT: Jennifer Miller of DoubleClick, +1-212-381-5705,
jmiller@doubleclick.net

Web site: http://www.doubleclick.com/


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