DoubleClick uses Lithium to build a DART community

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Lithium Technologies Inc. is helping DoubleClick to enhance its customer care services for clients of its core digital advertising product DART (Dynamic Advertising, Reporting and Targeting).

Using Lithium's technology, DoubleClick will create forums to provide its users with peer-to-peer support, as well as deliver information to help quickly resolve issues and answer questions. The forums allow ad agencies, Web publishers and marketers to collaborate on developing best practices and support information.

The DART platform is designed to meet the needs of the buy- and sell-side of digital marketing. DART allows users to optimize how they buy and sell digital marketing on the Internet and monitor what is happening with campaigns.

"The strategy is to create a knowledge center where users can find answers to their questions and information about DoubleClick's solutions," said Russ Novy, vice president of marketing at Lithium.

He said DoubleClick's goal is to enhance customer care and improve customer loyalty by providing users with a forum to help improve how they use Lithium's solutions and find answers to their questions.

"In a peer-to-peer environment of an online community, there is information directly from users submitted in a way that is easy to understand," Novy said. "It's more people-friendly."

The knowledge of the user-base is leveraged to help those who need immediate access and assistance and then archived for the needs of future community members.

"The peer-to-peer aspect of sharing first-hand knowledge is easy to use for those who are searching for quick answers to questions," Novy said.

Users can search for answers to their questions using keywords or topics, while those who register as members of the community can participate in forum discussions.

"The DART platform will not change - the ability for DoubleClick to support the needs of its users will change," Novy added. "It'll improve."

DART platform users will have an always-on forum where they can find answers to their questions, collaborate with other members on best practices and build a community around similar interests.

Rather than having to contact DoubleClick directly with questions or concerns, many users will be able to find help through the forum.

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