Twickenham, UK and Newton, Mass. USA – 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’ behaviour 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 optimise, 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, optimise 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 organised 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 analyse marketing performance, using graphical, interactive and personalised dashboards to measure efficiency and optimise their return on investment.

“CMOs are under tremendous pressure to be more accountable, measure marketing performance and optimise 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 personalisation, 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 recognised 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’ behaviour,” 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 personalised cross-channel experiences.”

About Neolane
Neolane provides the only conversational marketing technology that empowers organisations to build and sustain one-to-one lifetime dialogues, dramatically increasing revenue and marketing efficiency. Born digital, with best-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, barnesandnoble.com, Orange, Sears Canada, Sephora Europe and Sony Music. Visit www.neolane.com and read our blog The Cross-Channel Conversation.

Further information (external website)