Neolane Expands Marketing Analytics to Enable Conversational Marketing

  Neolane Expands Marketing Analytics to Enable Conversational Marketing

   New Version Empowers Marketers to Turn Big Data into Actionable Customer
   Insight to Boost the Effectiveness and Relevance of Marketing Campaigns

Business Wire

NEWTON, Mass. and TWICKENHAM, U.K. -- January 22, 2013

Conversational marketing technology provider Neolane today announced a new
version of its marketing analytics technology. Neolane Marketing Analytics
allows marketers to have a better understanding of their customers’ behavior
across channels, execute fine-tuned marketing actions based on this knowledge
and monitor the efficiency of marketing campaigns.

The enhanced analytics capabilities deliver exceptional ease-of-use,
empowering marketers to optimize, execute and monitor their own campaigns
without requiring a Data Scientist or employing additional help from IT
departments. This will help marketers better leverage Big Data and use that
information to create efficient digital marketing campaigns. Neolane Marketing
Analytics allows marketers to extract actionable insight from the raw data,
perform intelligent targeting, optimize campaigns in real-time and create
meaningful reports.

Neolane Marketing Analytics is a key option of the Neolane conversational
marketing platform. Neolane provides a wide range of capabilities to help
marketers leverage data and enable efficient marketing. The capabilities are
organized around three main steps required for a campaign: understand, execute
and monitor.

  *Understand: First, marketers need to discover what are the consumers’
    needs and wants. They can easily use descriptive analytics techniques to
    explore customer data and create actionable customer insight.
  *Execute: Then, they can create and execute marketing campaigns, leveraging
    this customer insight to easily define the best targets and segments.
    Marketers can also use the power of predictive analytics features to
    create even more efficient targets.
  *Monitor: Finally, marketers can monitor and analyze marketing performance,
    using graphical, interactive and personalized dashboards to measure
    efficiency and optimize their return on investment.

“CMOs are under tremendous pressure to be more accountable, measure marketing
performance and optimize the marketing mix,” noted Kimberly Collins, research
vice president, Gartner, Inc. in a February 2012 report, “A Marketing
Analytics Framework for CMOs.” “They need instant access to information and
insight to make more informed decisions, strategically plan and measure return
on marketing investments. CMOs require insights into both marketing execution
and marketing operations.”

Consumers are demanding more from brands and marketers who need to respond
with more personalization, marketing accuracy and real-time information. To
further empower direct and digital marketers, cross-channel marketing
platforms must provide a user-friendly marketing data analysis environment
able to handle Big Data. As such, Neolane recognized marketers needed these
functions and expanded its marketing analytics capabilities by providing a
user-friendly analytics technology. It also simplifies analysis and reporting
through drag-and-drop functionality and highly graphical interfaces.

“With Neolane Marketing Analytics, we are offering unique data analysis
features for marketers to address the emergence of Big Data and have a better
understanding of their customers’ behavior,” stated Stephane Dehoche,
president and CEO, Neolane. “Most of our clients have dramatically increased
their productivity and are now measuring their customers’ reactions in
real-time. Marketers are therefore empowered to effectively use data and
deliver personalized cross-channel experiences.”

About Neolane

Neolane provides the only conversational marketing technology that empowers
organizations to build and sustain one-to-one lifetime dialogues, dramatically
increasing revenue and marketing efficiency. Born digital, withbest-in-class
email and inbound-outbound channel fusion capabilities architected into a
single code-based platform, marketers achieve results in record time. Neolane
is easy to use for both power and casual users, but powerful enough to drive
the most sophisticated marketing strategies. Future proof, Neolane has a track
record of enabling its customers to adapt to new customer engagement
challenges and exploit opportunities more quickly than their
competition.Neolane is used by more than 350 of the world’s leading companies
including Alcatel Lucent,, Orange, Sears Canada, Sephora
Europe and Sony Music. Visit and read our blog The
Cross-Channel Conversation.

Copyright © 2012 Neolane. All Rights Reserved. All other brand names, product
names, or trademarks belong to their respective holders.


PAN Communications for Neolane
Kyla Ruane, + 1 617-502-4351
Harris Communications (for Neolane UK)
Derek Harris, +44 (0) 1395 516 613
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