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DoubleClick Inc.
(212)
683-0001
111
Eighth Avenue, 10th Floor
New York, NY 10011
www.doubleclick.com
Sales
$271
million
Business Description
We
are a leading provider of products and services used by direct marketers,
Web publishers and advertisers to plan, execute and analyze their marketing
programs. Combining technology and data expertise, our solutions help our
customers optimize their advertising and marketing campaigns online and
through direct mail. We offer a broad array of technology and data products
and services to our customers to allow them to address the full range of the
marketing processes, from pre-campaign planning and testing, to execution,
measurement and campaign refinements.
In 2003, we derived our revenues from two business units: TechSolutions and
Data (consisting of our Abacus and Data Management divisions).
DoubleClick TechSolutions: DoubleClick TechSolutions offers direct
marketers, Web publishers and advertisers industry-leading technology
solutions for their marketing needs in an increasingly multi-channel world.
In 2003, DoubleClick TechSolutions reported revenues of $175.4 million, a
decline of 6.3% from 2002.
Since the successful launch of our first technology product in 1997,
DoubleClick TechSolutions has established a track record of innovation and
reliability. Solutions offered by TechSolutions include our ad management
products and services, consisting of the DART for Publishers Service, the
DART Enterprise ad serving software product, the DART for Advertisers
Service and DART Motif, and our marketing automation products and services,
consisting of email products and services based on our DARTmail Service,
Ensemble, our campaign management software product, and our SiteAdvance
analytics tools.
During 2003, we focused on improving the features and functionality of both
our ad management and marketing automation products to address the needs of
direct marketers and Web publishers. In particular, we released DARTmail
4.0, an enhanced email platform, that provides customers with advanced
reporting capabilities, enhanced subscription management tools and
integration with many of our other products and services. In addition, we
launched Ensemble 6.5, an improved campaign management solution, that
features new customer intelligence, real-time marketing and integration with
our DARTmail product. In addition, we introduced DART Motif, a rich media
authoring and delivery solution.
Our patented DART (Dynamic, Advertising, Reporting and Targeting) ad
management technology is the platform for many of our TechSolutions products
and services. The DART ad management technology is a sophisticated
targeting, reporting and delivery tool, relied upon by our customers to
measure campaign performance and provide dynamic ad space inventory
management.
• Ad Management Products and Services
• DART for Publishers Service. Since January 1997, our DART for Publishers
Service has provided Web publishers with a comprehensive solution for ad
inventory management and ad targeting, delivery and reporting. Deploying the
DART ad management technology in data centers all over the world, the DART
for Publishers Service offers the scalability, reliability and design needed
to deliver large volumes of ads.
• DART Enterprise Software. DART Enterprise is an online advertising and
marketing management licensed software product for Web publishers and
merchants. This ad serving software automates critical processes needed to
run a successful online marketing business, including sophisticated
inventory and order management, precision targeting, dynamic delivery,
tracking and detailed campaign reporting.
• DART for Advertisers Service. The DART for Advertisers Service, which also
uses the DART ad management technology, is a Web-based application that
enables advertisers and their agencies to increase their return on
investment and to streamline the ad management process through analytical
reporting. The DART for Advertisers Service offers effective campaign
planning, management and optimization to allow advertisers and their
agencies to simplify and control their online ad campaigns, understand their
customers and act quickly on knowledge gained.
• DART Motif. DART Motif unites Macromedia Flash, a design authoring tool
for rich media ads, with our ad management products, to reduce steps and
resources in each stage of the rich media advertising process. It offers
DART ad management product users the convenience of one unified system that
automates the complete rich media workflow, including creative development,
trafficking and delivery, comprehensive, centralized reporting, and billing
and reconciliation.
• MediaVisor. MediaVisor is a Web-based workflow solution that streamlines
the entire media planning, buying and tracking process for agencies and
advertisers. MediaVisor can be used as a stand-alone tool or in conjunction
with DART for Advertisers or with many existing in-house systems.
• Marketing Automation Products and Services
• Email. Our suite of email technology products includes both the DARTmail
Service, which is a Web-based application, and a licensed software product.
Our DARTmail Service enables advertisers and merchants to deliver
personalized email communications to their customers for the purpose of
building long-term, profitable relationships. These products and services
allow direct marketers and Web publishers to manage and deliver their email
marketing campaigns. We also offer a Strategic Services team that helps our
email marketing clients define, answer and act upon marketing problems and
provides strategic consulting guidance and recommendations.
• Campaign Management. Ensemble is an integrated campaign management
software solution that allows direct marketers to plan and execute their
acquisition and retention programs from their desktop. Ensemble helps
customers improve their marketing return on investment through faster and
more granular segmentation as well as enhance marketing velocity through
automated scheduling and execution of campaigns.
• Marketing Analytics. SiteAdvance is a hosted Web site measurement and
analysis solution that provides in-depth marketing analytics connecting Web
site metrics with multi-channel marketing data. This tool, which complements
our DARTmail and DART for Advertisers products and services, enables direct
marketers to understand the interaction between marketing programs, site
traffic and online transactions.
Our TechSolutions offerings are backed worldwide by our Global Technical
Services team, which offers service 24 hours a day, seven days a week.
Through our Global Technical Services team, we provide our customers with a
full range of support, from pre-sales technical design and architecture to
post-sale implementation. We also provide comprehensive education and
consulting services that help our customers maximize the value of our
TechSolutions products and services. These consulting services include
providing strategic guidance and recommendations, customizing and extending
existing TechSolutions products and services, integrating our products and
services into existing infrastructure and data assets and training employees
to use our products and services more effectively.
DoubleClick Data: DoubleClick Data, which consists of our Abacus and Data
Management divisions, generated revenues of $95.9 million in 2003, an
increase of 15.1% from 2002. 2003 revenues include $5.5 million of revenue
from our new Data Management division that was formed in June 2003 when we
acquired Computer Strategy Coordinators, Inc., a data management company.
Abacus revenues were up 12.8% over 2002 to $90.4 million. DoubleClick Data’s
2002 revenues included $3.1 million in revenue from divested businesses.
• Abacus Division
Abacus is a leading provider of information products and services to the
direct marketing industry. Abacus services help direct marketers, merchants
and businesses to increase response rates and profits from their direct mail
marketing campaigns. Abacus applies advanced statistical modeling techniques
to cooperative databases of consumer and business purchasing behavior to
help the Alliance members acquire and retain customers. Based on this data
modeling, Abacus identifies those consumers or businesses most likely to
purchase a particular product or service. Alliance members use this data to
reach identified consumers and businesses by direct mail and email. Abacus
is a blind cooperative alliance and only those members of the Abacus
Alliance that contribute transaction information into the Abacus Alliance
database are entitled to the full range of Abacus services.
Core Abacus Products. Abacus has been primarily a United States based
merchant to consumer business. The Abacus Alliance databases offer a
combination of transactional, geographic, demographic and behavioral profile
data, enabling marketers to gain a better understanding of consumer
behaviors and conduct more effective marketing campaigns. The key products
and services we offer to our Abacus Alliance members in the United States
include the following:
• Acquisition Solutions. Our acquisition solutions provide customers with
new prospect names ranked according to the likelihood that the consumer will
respond to a particular direct marketing offer. The criteria for ranking
include recency, frequency, time of year and dollar amount of catalog
purchases. This service enables catalog companies to expand their business
base and offset consumer attrition.
• Retention Solutions. Abacus retention solutions allow customers to match
Abacus Alliance data to their existing customer information and model the
resulting information. This service offers our clients a ranking of the
customers contained in a client’s housefile list according to their
propensity to respond. This service also allows clients to select only
optimal customers to mail, to reactivate older buyers, activate inquiries,
suppress low performing names, cross-sell and replace marginal prospect
lists at a lower cost.
• List Optimization. Like our acquisition solutions service, our list
optimization service ranks names on a direct mail list according to
likelihood of response. This optimization service enables the customer to
identify and target the most likely buyers. This process not only increases
the potential profitability of the lists a client currently uses, whether a
house list or acquired from another source, but also permits the client to
use lists that were previously considered unprofitable by selecting names
most likely to generate sales.
Business-to-Business Alliance. Abacus also maintains a Business-to-Business
Alliance which now has over one billion transactions and helps its members
to improve their direct mail targeting and customer segmentation. The
Business-to-Business Alliance allows its participants to leverage the
combined breadth of member transactional data managed through a cooperative
database. Unlike the Abacus core business-to-consumer Alliance, which
focuses on consumer catalog purchase data, the Business-to-Business Alliance
is designed for directly marketed business-to-business products and
services.
Abacus International. Abacus maintains the Abacus Alliance for direct
marketers in the United Kingdom, which was operated through a joint venture
with VNU Marketing Information Europe & Asia B.V., an affiliate of Claritas
(UK) Limited, until June 2002, at which time we acquired VNU’s 50% interest
in the joint venture. In addition, during 2003, we launched an Abacus
Alliance in Japan and formed a joint venture with AZ Direct GmbH, a
subsidiary of Bertelsmann AG, to operate an Abacus alliance in Germany. We
plan to provide products similar to those offered to direct marketers in the
United States to our Abacus clients internationally.
• Data Management Division
Our Data Management division was formed in June 2003 following our
acquisition of Computer Strategy Coordinators, Inc. This division offers
direct marketers solutions for building and managing customer marketing
databases, tools to plan, execute and measure multi-channel marketing
campaigns, as well as list processing and data hygiene products and
services. Our data management products and services enable clients to
analyze their customer’s purchasing behavior and preferences to make better
merchandising decisions and improve target marketing communications. These
products and services can help direct marketers improve response rates to
marketing campaigns, increase frequency with which customers make purchases,
enhance the value of each order and improve customer loyalty over time.
Ticker
DCLK
SIC Code
7372
- Services-Prepackaged Software
Internet Marketing -
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