Direct marketing data and services provider Abacus (formerly DoubleClick Data Division) today announced enhancements to its web-based ChannelView application, which tracks multi-channel sales to help marketers identify which campaigns are driving customers to purchase through websites, call centers or retail channels. The upgraded ChannelView provides site-level matchback functionality to improve visibility into cross-channel campaign performance - and therefore increase efficiency and return on investment, particularly for B2B marketers - according to the announcement.

The new feature matches results not only by key code, contact and address but also by business site - because multiple contacts within a company often cloud performance results. Those new site-level match capabilities reportedly have improve match rates up to 30 percent.

Abacus also announced the promotion of Stacey Hawes to vice-president of business-to-business services, effective October 1. Hawes was previously market manager of the Abacus B2B Alliance.