Neolane Evolution 2013 Inspired Extraordinary Experiences for Marketers
Worldwide User Conference Brings Together Neolane’s Global Customer and
Partner Base for Once-in-a-Lifetime Experience in Paris
NEWTON, Mass. & TWICKENHAM, United Kingdom -- June 20, 2013
Conversational marketing technology provider Neolane, Inc. held its annual
global user conference Neolane Evolution for marketing leaders of global
brands. More than 600 attendees gathered in Paris last week for a
once-in-a-lifetime experience that featured remarkable speakers and content,
as well as unforgettable entertainment and social activities. Neolane
Evolution was held at The Carrousel du Louvre located in the heart of Paris.
Neolane Evolution 2013 hosted at The Carrousel du Louvre. (Photo: Business
Neolane Evolution 2013 hosted at The Carrousel du Louvre. (Photo: Business
Attendees were treated to some truly unique experiences, including private
guided tours of the world-famous Louvre Museum—home to the Mona Lisa, Venus de
Milo, and other masterpieces—and a gala dinner under the museum’s iconic
pyramid. From a post-lunch, audience-led drum session to a flash mob in the
Partner Showcase, every element of the two-day event lived up to its theme of
“inspiring extraordinary experiences.”
In terms of the content itself, nearly every session touched on some facet of
the customer experience and how marketers can deliver optimal engagement in
today’s increasingly mobile and social world, including keynotes from Neolane
CEO Stéphane Dehoche, Neolane Chief Product Officer Suresh Vittal, Don Peppers
from Peppers & Rogers Group and Forrester Principal Analyst Shar VanBoskirk.
“Our goal was to make Neolane Evolution 2013 truly unique and memorable, so
our global customers and partners would be inspired to do the same for their
customers and prospects,” said Stéphane Dehoche, president and CEO, Neolane.
“We wanted to provide an experience that transcended the traditional user
conference and hosted our event at The Carrousel du Louvre to create an
atmosphere that would awe and inspire. The keynotes, customer presentations
and Neolane demonstrations conveyed the challenges marketers face today and
provided best practices for leveraging Neolane’s conversational marketing
technology to drive positive customer engagement and deliver more personalized
Some highlights of the conference include a variety of challenges and
opportunities facing today’s marketers:
In his opening keynote, Dehoche discussed how the analog and digital worlds
are converging, creating a new multi-dimensional reality. This convergence is
creating both challenges and opportunities for marketers, as the need to
bridge the gap has never been greater. According to Dehoche, Neolane customers
are ahead of the curve in cross-channel marketing with 66 percent of Neolane
customers using two or more marketing channels; 38 percent using three or
more; and 20 percent using four or more channels. VanBoskirk stated that
brands must create unified, not uniform, customer experiences.
CMO Club and Neolane Data
A joint survey with The CMO Club was featured in Vittal’s session. According
to the survey, while 90 percent of CMOs are personally responsible for their
brand’s customer experience, only 11 percent actually own the customer profit
and loss (P&L). In addition, CMOs lack competence with the most essential
tools for delivering great customer experiences, including interaction
management, loyalty management and predictive analytics.
Loyalty & Trust
Dehoche’s key theme in his opening remarks was that loyalty today is elusive,
so brands have to deliver truly memorable experiences. While more informed
customers are harder to persuade, there are opportunities for brands to learn
more about customers and deliver consistent, relevant experiences. Peppers
focused his keynote about the role of trust in customer engagement. He also
discussed how the more people interact, the more there is a requirement of
trust to filter out the noise.
In her session, VanBoskirk outlined Forrester’s concept of the
always-addressable customer: someone who goes online multiple times a day from
multiple locations from multiple platforms/devices. This “mobile mind shift”
is radically altering consumer behavior, particularly in terms of how they
research and purchase products. To capitalize on these trends, VanBoskirk
emphasized that brands should think about mobile first in the planning and
Neolane Senior Product Marketing Manager, Patrick Tripp shared Neolane survey
results which revealed:
*Seventy seven percent of marketers believe that real-time personalization
is of high importance.
*While 22 percent of European marketers personalize their website in
real-time today, 59 percent will do so within the next 12 months.
This increased adoption of real-time capabilities was reflected in several
*PMU, which has increased cross-sell revenue 200 percent with real-time web
*Yves Rocher, which has unified customer interactions across inbound and
outbound channels; and
*Baxter Credit Union, which will be implementing Neolane Interaction to
deliver next best offers via its call center and web channels.
Neolane customer EMI Music presented on using Neolane Social Marketing to
transform anonymous social contacts into loyal and qualified fans.
Illustrating the enormous potential of social CRM, there are 1 billion
anonymous fans through EMI artist Facebook pages and Twitter profiles, versus
15 million qualified contacts in its marketing database. The label’s social
CRM strategy, therefore, is to acquire these contacts, enrich the marketing
database with social profile information, and then engage them with one-to-one
campaigns across email, mobile and social.
In another session, Neolane customer Thai Randolph of GENERATOR shared how a
Johnny Cash Facebook app increased the artist’s email list 20 percent while
enriching subscriber profiles and driving deeper engagement, emphasizing the
point that social and email are better together.
Neolane executives moderated or presented several sessions, including
best-practice on various applications and capabilities of Neolane’s
conversational marketing platform. The event also featured the Neolane Lab as
well as a Partner Showcase area where attendees gained insight into
value-added technology and services that Neolane partners offer.
Attendees expressed their enthusiasm for the event and the sessions and shared
*From @albertsmit: @DonPeppers #NeoEvo Wanna thrive? Become a trustable
proactive partner of your customer! #marketingasafriend #respect
*From AndersGul: Great time at the @Neolane after party! #NeoEvo
*From @DataMinded: @SharVanBoskirk just knocked it out of the park at
#neoevo! Amazing articulation of the role of technologists in marketing
*From @GuillaumeDoret: #NeoEvo happy to be at @neolane evolution 2013.
Ready for 2 passionate days
*From jmichel_franco: According to Neolane, the measurement of ROI of
social marketing should be: Acquisition, qualification and selling #NeoEvo
*From PierreAdrienL: Confidence from customers comes through competence
(doing things right) & ; good intentions (doing the right thing) #neoevo
Adobe, Business & Decision, Celerity, CGI and Waisso were Gold Sponsors of the
For more recaps on Neolane Evolution, please follow The Cross-Channel
Conversation and on Twitter @neolane with the #NeoEvo hashtag.
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 400 of the world’s leading companies
including Alcatel Lucent, barnesandnoble.com, Sears Canada, Sephora Europe and
Sony Music. Visit www.neolane.com and read our blog The Cross-Channel
Copyright © 2013 Neolane. All Rights Reserved. All other brand names, product
names, or trademarks belong to their respective holders.
Photos/Multimedia Gallery Available:
PAN Communications for Neolane
Kyla Ruane, + 1 617-502-4300
Harris Communications (for Neolane U.K.)
Derek Harris, +44 (0) 1395 516 613
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