Dow Jones Online Selects Operative’s Dashboard 2.0 Software to Manage Workflow across Multiple Sites

London, UK – July 25 2006 – Dow Jones Online today announced that it has selected Operative’s Dashboard 2.0 to streamline its online advertising operations. Operative’s Dashboard Software provides an end-to-end workflow solution specifically tailored to the needs of a multi-site network, like that of Dow Jones Online. The publisher will now be able to provide its clients with enhanced customer service because they will have the functionality to capture and record all transactions with each advertiser and agency and access them intuitively through one interface.

Today’s announcement makes Dow Jones Online - one of the truly premium media brands in the world - the first major media company to leverage new Dashboard 2.0™ Workflow Software across multiple media properties, enabling it to manage inventory yield across all of its properties.

“Online advertising continues to grow at impressive rates, as do the demands being put on operations to effectively manage business,” said Ken Detlet, Executive Director of Sales Operations for Dow Jones Online, which includes, MarketWatch, Barron’s Online,,,, and “It’s essential to have an order management system in place that can help simplify workflow and provide the insight needed to evaluate sales activity. The Operative Dashboard offers the functionality needed to cover Dow Jones Online’s key requirements and will certainly help address many of our current challenges.”

Operative’s Dashboard 2.0 is able to provide the flexibility sought by Dow Jones Online by integrating with a wide range of technology platforms already used by businesses within the network. Dashboard centralises this data in a single repository, and makes it actionable through role-based workflow so publishers can more effectively manage their operations, from product definition through finance reconciliation. The technology provides visibility and functionality into operational transactions including inventory management, financial analysis and reconciliation, and product packaging and pricing. Since the announcement of Dashboard 2.0, Operative’s software client list has increased by 50 per cent.

“Dow Jones Online is a natural fit for Dashboard 2.0,” said R. Michael Leo, Chief Executive Officer, Operative. “We’re thrilled to have what is truly one of the leading media brands in the world validating the effectiveness of our premier product.”

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About Operative
Operative enables interactive publishers and agencies to meet the demands of an increasingly dynamic Internet marketplace and to improve their bottom lines by providing expert management of ad operations through its industry-leading technology and truly obsessive service. Operative's flagship subscription-based software - accessed by clients via the Operative Dashboard, an ASP software solution - automates the entire ad operations process, from insertion order through trafficking, campaign optimisation through CRM, with sales force automation built in. Headquartered in New York City with its international base in London and offices around the world, Operative provides a full range of outsourced ad operations to many of the world's leading media companies including The Wall Street Journal, The Economist, MSN, Omnicom, and WPP. For more information, please visit:

Lyndon Gasking
Tel: +44 207 025 8900

Strategic Alliance International
Dulcie McLerie / Amy Redhead
Tel: +44 1494 434434
Email: dulciem/

Published on: 12:00AM on 25th July 2006