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Exchange Applications has chosen the London International Direct Marketing
Fair at Wembley (17-19 March) to launch its marketing software, ValEx, into
the UK and European markets.

ValEx, current holder of the NCDM Database Marketing Excellence Award is a
high end software solution designed to run on today's open systems. It
offers marketing professionals a suite of integrated applications which
enable them to test, analyze and model market data and use the information
gained to manage campaigns and tailor benefits to customers.

The £250,000 plus software package has already achieved outstanding returns
on investment for a number of blue chip clients and Exchange Applications is
using the London International Direct Marketing Fair to demonstrate the
product and publicize the experiences of its US customers.

Exchange Applications General Manager, Stewart Vassie, explained "ValEx
takes its name from the concept of exchanging value. All large corporations
now realize the only way to increase the lifetime value of a customer is to
exchange value with him or her. This means you have to know your customer
very well, analyzing, modeling and testing vast amounts of data to determine
what is of value to your customer so you can make it part of your offer.
Furthermore it moves on from treating each campaign as a one off, and
enables true customer relationship management. To put it in a sentence,
ValEx takes business a long way down the road of automating the marketing

Exchange Applications, having a strong track record in direct-marketing, is
able to incorporate its expertise into its software. The company also offers
consulting services which range from building marketing databases and data
warehouses on which ValEx will run to helping organizations refine or
redefine their marketing process and "vision."


Note: Andy Frawley, CEO of Exchange Applications will be in London from
11th -13th February and is available for interviews during that time. To
arrange a meeting, or request photographs and further press information
please contact:
Jeremy Nicholson
Command Communications
2-6 Curtain Road
London EC2A 3NE

Tel: 0171 247 4457
Fax: 0171 247 4035

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