CRM Buyer: DART Motif On Target for Atkins

A Dart Motif case study showed some good results for diet company Atkins. A review of an online campaign showed the technology - a product of DoubleClick and MacroMedia - was able to reduce the time it took to tag and track a complex media campaign from a couple weeks to a couple days.

Mass Transit Interactive's Jason Heller, CEO of Atkins' interactive agency for media, said one of the best benefits of the technology was the elimination of the need for yet another banner server to be added to the process in order to track the media for the client. Atkins indicated it will follow up the success with increased budgets - the real acid test of a case study.