Network World Selects Fat Tail AdBook Software to eNhance Processes and Provide Campaign Optimization to Advertisers

SOUTHBOROUGH, MA – DECEMBER 9, 2002 – Network World, Inc., the Leader in Network Knowledge, is pleased to offer online advertisers improved media placement and tracking thanks to the recent deployment of Fat Tail's AdBook Front Office and Data Warehouse software modules. These modules help streamline the media sales and execution process while simultaneously providing consolidated, online reporting to Network World's advertising clients. By early 2003, Network World will also deploy AdBook's Results Management System (RMS). RMS will allow Network World online advertisers to better capture and organize historical data, dissect the results and analyze ad attributes to refine and optimize marketing campaigns.


"Network World is the first publisher in the media industry to adopt this technology in response to marketers demands for ROI and advertising accountability," said Alonna Doucette, VP online development, Network World. "Marketing professionals are working with limited budgets and want to be certain that placement and creative decisions are meeting their objectives. Network World continues to invest in the technologies and partnerships that fulfill this need."

"Fat Tail products leverage the advances in financial reporting and analysis software and apply the expertise to the publishing industry," said Steve Pelletier, president, Fat Tail, Inc. "Network World's implementation of AdBook provides both internal and external benefits. Internally, the software streamlines and automates many of the manual tasks associated with media campaigns. Externally, it allows marketers to see the results of their campaigns, and more importantly, to better understand why the results occurred. Marketers will learn what works and what doesn't to improve their campaign results, and to beat industry averages. We've found that even small campaign improvements can have a huge impact to the bottom line."

About Network World

Network World, Inc., the Leader in Network Knowledge, empowers Network IT Executives through education, information and community. Network World is the leading provider of news, analysis, reviews, events and education on information technology. Network World publishes the leading newsweekly, Network World, hosts the most active online community, Network World Fusion (, and produces educational seminars and events worldwide. Network World's portfolio of strategic marketing programs provides marketing and agency professionals with the tools to generate high-quality leads, optimize marketing campaigns, and create new revenue opportunities.

About FatTail

FatTail, Inc. is a leading provider of integrated analytics, process automation and data management solutions for direct response and interactive advertising. FatTail is also the pioneer and leading provider of attribute analytics that quantify the impact of different combinations of creative, placement and product attributes on advertising results. FatTail solutions are marketed under the AdBook product name and are implemented as ASP services. FatTail's clients include publishers, agencies and direct advertisers. Visit FatTail at