BLUE MARTINI SOFTWARE ANNOUNCES NEW MARKETING APP

Blue Martini Software Inc 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 Software 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 behavior, segment and score customers based on the analysis of these behaviors, and create and execute personalized outbound campaigns delivered via email, direct mail, the Web, wireless devices or call centers. The results of these campaigns are captured and analyzed 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 data-mining and analysis, which can give marketers the insight and decision support they need to execute flexible, comprehensive and responsive marketing campaigns."

"Combined with Blue Martini's 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 EthnicGrocer.com). "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 analyze data from multiple sources to pick the most profitable customer segment, generate a targeted customer mailing list based on that segmentation, send personalized e-mails with different, multiple offers 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 visualization, personalization, 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 applications that help companies to understand, target and interact with their customers and business partners. Blue Martini 4 includes four applications: Blue Martini Commerce, Blue Martini Marketing, Blue Martini Channels and Blue Martini Service. Each application can be used individually or integrated as a complete business suite. These applications are used to manage catalogs, content, transactions, campaigns, analysis and personalization. Blue Martini applications drive new revenue opportunities, provide compelling interactions, maximize the effectiveness of marketing programs, enable channel partners to sell more effectively, and provide 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 Software can be reached at 650-356-4000 or www.bluemartini.com.

Contact Kate Sellers Blatt of Blue Martini Software Inc, 650-356-7851 or kateb@bluemartini.com.