DoubleClick Upgrades DARTmail Platform
DARTmail 4.0 integrates with DoubleClick's Ensemble campaign management software and ChannelView cross-channel analysis tool. The New York-based ad technology company earlier tied DARTmail with its SiteAdvance Web analytics software, letting customers track Web site activity from customers reached through e-mail campaigns. DoubleClick said such integration lets customers more easily manage and measure multichannel campaigns.
"We see multichannel marketing as the future," said Scott Knoll, DoubleClick's vice president and general manager of marketing solutions. "It allows you not only to maximize a campaign by adding a channel, but maximize it across channels."
The integration lets Ensemble customers automatically populate a list into DARTmail; ChannelView users now can track sales driven by e-mail.
DARTmail 4.0 also has new reporting features, such as customized delivery and response-curve reporting.
DoubleClick has more than 300 DARTmail customers including Primedia, FedEx and Procter & Gamble.