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MindFireInc Announces New Graphing Features and Expanded API at On Demand

Press release from the issuing company

Irvine, CA — April 17, 2007 — MindFireInc, the leader in linking off-line marketing media with the web, announced today that version 2.14 of its flagship product, LookWho’sClickingSM, includes new Line Graph and Pie Chart capabilities, as well as an expanded application programming interface (API) that supports the automated communication of campaign results to external systems like CRM or sales force automation tools. LookWho’sClicking 2.14 was released on March 26, 2007. “We work hard to ensure that each release contains features that are important to all types of customers” said Carolyn Valiquette, EVP of MindFireInc. “The sales teams at our Solution Partner companies will find it easier to prove the value of campaigns with the enhanced graphing capabilities, while development and operations teams will find the API changes critical to providing closed-loop, automated workflows.” One of the biggest challenges facing marketing executives is measuring the effectiveness of marketing programs. LookWho’sClicking addresses this need by automatically tracking all respondent activity and providing valuable real-time response data to marketing executives via a sophisticated Campaign Dashboard. Most marketing executives have a preferred method of reviewing campaign results and presenting them to their superiors. In order to accommodate those preferences the LookWho’sClicking real-time Campaign Dashboard displays campaign activity in ready-to-present tabular reports and high-impact graphical form. In support of corporate CRM initiatives, complete campaign result data sets can also be delivered automatically using the API. These and many other critical features are standard components of MindFireInc’s industry leading Personalized URL and cross-media Marketing platform. Graphing Enhancements Line graphs and Pie charts along with the previously released Bar graph format provide flexible, easy to configure presentation of campaign results. Campaign activity can be grouped by date or any field uploaded with the original data file. For example, the Pie chart below shows all survey completions grouped by mailing list ID, providing a clear, graphical view of which lists are performing better. Campaign Dashboard users can “explode” different sections of the pie by simply clicking on them. Graph images can be easily incorporated into other presentation forms like PowerPoint or Word documents, thus facilitating executive level presentation of campaign results. Line graphs and Bar charts offer two ways to view multiple activities simultaneously. “As they say, a picture paints a thousand words” says Rod Key, President of R and R Images in Phoenix, AZ. “The wow factor of MindFireInc’s in-depth reporting features was immediately obvious to us. Our sales people have already found that conversations about campaign tracking and reporting go much faster with the visual impact of graphs. Anything that shortens the sales cycle is a huge win for us!” API Enhancements The purpose of the API is to allow authorized users to integrate directly with LookWho’sClicking’s powerful back end, bypassing the Graphical User Interface. The API is intended to support integration with systems like CRM, sales force automation, web-to-print applications, VDP document composition tools, job ticketing and other workflow systems. The two main activities that workflow designers are interested in are: 1. Getting campaign prospect data into LookWho’sClicking, returning the Personalized URLs and other fields for use in outbound media. 2. Transferring campaign results from LookWho’sClicking to other systems (e.g., for off-line follow-up or fulfillment). The initial version of the API, released at Graph Expo 2006, addressed the ability to add data records to an active LookWho’sClicking campaign, automatically generating the Personalized URL and enabling the personalized landing page for each recipient. With this new release, the API also supports the automated flow of data out of LookWho’sClicking and into other systems. The function list includes: - Adding prospects to existing campaigns, receiving the personalized URLs and passwords in return - Updating prospects in existing campaigns - Deleting prospects from existing campaigns - Retrieving prospect data, including campaign results. The following types of entities might wish to integrate with LookWho’sClicking via the API functionality included in LookWho’sClicking 2.14: 1. A technically savvy Service Provider who wishes to integrate LookWho’sClicking with their home-grown web-to-print or workflow system. 2. A document composition software company that wishes to add Personalized URL capability to their offering. 3. A web-to-print software company that wishes to offer the ability to order print + Personalized URL campaigns on-line. The LookWho’sClicking API is published via Web Services Description Language (WSDL) and uses SOAP as its messaging framework. Access to the API will be provided to qualified, licensed LookWho’sClicking users and software development partners upon request. At On Demand MindFireInc can be found at On Demand in booth #1651 with Saepio Technologies. They are also present in the HP booth (#1539), and will be demonstrating a joint campaign with Canon and Pageflex in the Canon booth (#1400). The integration between MindFireInc's LookWhosClicking and Kodak Darwin will be demonstrated at the Kodak booth (#1515).