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Blue Martini Marketing Designed to Empower Marketing Teams to Drive Revenue, Deepen Customer Relationships and Improve Return on Marketing Programs

Blue Martini Software today announced plans to ship Blue Martini Marketing, a robust new offering for marketing and campaign management, customer targeting and analysis. It is one of four new Blue Martini applications each targeting a separate line of business; commerce, marketing, channels and services.

Blue Martini Marketing is designed to give marketers the power to observe customer behaviour, segment and score customers based on the analysis of these behaviours, and create and execute personalised outbound campaigns delivered via email, direct mail, the web, wireless devices or call centres. The results of these campaigns are captured and analysed in order to gain insight and track success. Results can also be integrated with additional Blue Martini and 3rd party applications, allowing marketing professionals to manage interactions with their customer and prospect base.

Blue Martini Software is a provider of enterprise software applications that help companies to understand, target and interact with their customers and business partners.

"Blue Martini applications are designed individually and collectively to drive revenue and manage customer relationships, either within a department, such as marketing, or for a total enterprise," said Monte Zweben, CEO and president, Blue Martini Software. Interactive Marketing will grow to a $61 billion market by 2004, according to Forrester Research. The new Blue Martini Marketing application is based on our deep experience in datamining and analysis, which can give marketers the insight and decision support they need to execute flexible, comprehensive and responsive marketing campaigns.

"Combined with Blue Martinis data mining capabilities, Blue Martini Marketing allows marketers to develop closed-loop acquisition and retention campaigns to grow revenues and increase loyalty," says Eric Lavaliere, vice president of engineering for BrightSage, Inc. (formerly "We will gather data, learn from it, segment and target customers, interact with them, learn more about our customers, and continue the closed-loop interactions."

Blue Martini Marketing is an enterprise-class solution that enables marketers to be more successful in their targeting, acquiring and retaining of profitable customers. For example, a reseller is able to use Blue Martini Marketing to analyse data from multiple sources to pick the most profitable customer segment, generate a targeted customer mailing list based on that segmentation, send personalised e-mails with different, multiple offerings pointing customers to a web store or brick and mortar location, give responding customers a discount on products and services, and then track the purchase ratios based on each offer in order to improve future campaigns.

The application's features include: campaign management, outbound e-mail management, data warehousing and reporting, data mining and visualisation, personalisation, data extraction, transformation and cleansing, tools, integration, and workflow, and packaged integration with Blue Martini Commerce, Blue Martini Channels and Blue Martini Service.

Arthur Andersen will use this new application's functionality as a key component of its marketing strategy for its Blue Martini alliance," said Pete Koltis, Arthur Andersen partner for the Blue Martini Software alliance. "We believe Blue Martini Marketing will also assist us in enhancing our client relationships by measuring results in real time."

Pricing and Availability

Blue Martini Software expects to ship Blue Martini 4, its comprehensive applications suite, later this quarter in four applications: Blue Martini Marketing, Blue Martini Channels, Blue Martini Commerce and Blue Martini Service. Each application will be available separately or all four can be integrated as a complete e-business suite. Pricing information is available directly from Blue Martini Software.

About Blue Martini Software

Blue Martini Software provides enterprise software applications that help companies to understand, target and interact with their customers and business partners. Blue Martini 4.0 includes four applications: Blue Martini Commerce, Blue Martini Marketing, Blue Martini Channels and Blue Martini Service. Each can be used individually or integrated as a complete business suite, managing catalogues, content, transactions, analysis and personalisation. Blue Martini applications drive revenues by providing compelling interactions, maximising the effectiveness of marketing programs, enabling channel partners to sell more effectively and providing multi-channel customer service. Blue Martini Software's customers include Elemica, Oncology Therapeutics Network (OTN), Polaroid Corporation, Canadian Tire Corporation, Harley-Davidson, Iomega Corporation, Levi Strauss & Co., Oce Technologies, Publix Direct and Saks Fifth Avenue. Blue Martini can be reached at 001 650-356-4000 or

Note to editors: "Blue Martini" and "Blue Martini Software" are trademarks of Blue Martini Software, 2600 Campus Drive, San Mateo, CA 94403. Other product and company names may be the trademarks of their respective owners.

This news release regarding Blue Martini Marketing includes forward-looking statements that are subject to risks, uncertainties and other factors that could cause actual results to differ materially from those referred to in the forward-looking statements. Such factors include, but are not limited to, quarterly fluctuations in Blue Martini Software's revenues or other operating results, failure by Blue Martini Software to meet financial expectations of analysts and investors, risk as related to market acceptance of Blue Martini Software's applications, customisation and deployment delays or errors associated with Blue Martini Software's applications, impact of long sales and implementation cycles for Blue Martini Software's 'applications, satisfaction levels of customers regarding the implementation and performance of Blue Martini Software's applications, reliance by Blue Martini Software on a limited number of customers for a majority of revenue, Blue Martini Softwar!
e's need to maintain and enhance business relationships with systems integrators and other parties, Blue Martini's ability to expand its sales force and engineering group, Blue Martini Software's ability to manage growth, Blue Martini Software's use in its applications of third-party software, activities by Blue Martini Software and others regarding protection of intellectual property, release of competitive products and other actions by competitors, and economic downturns in either domestic or foreign markets. Further details on these risks are set forth in Blue Martini Software's filings with the Securities and Exchange Commission, including its filing on Form 10-Q for the quarter ended September 30, 2000. These filings are available on a website maintained by the Securities and Exchange Commission at

Forward-looking statements in this release are generally identified by words such as "expect,'' "anticipate,'' "will," "intend,'' "believe,'' "hope,'' "assume," "estimate,'' "plan,'' and other similar words and expressions. Blue Martini Software does not undertake an obligation to update forward-looking statements.


Cally Finch/Paula Oliver

The Weber Group Europe

+44 20 7240 6189

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