Neolane Rolls Out Enhanced Marketing Analytics Platform

Conversational marketing solutions provider Neolane has released a new version of its marketing analytics technology that is designed to give marketers a more in-depth understanding of their customers' behavior across channels and monitor the efficiency of their campaigns.

To help businesses understand and anticipate their customers' purchase decisions, Neolane's Marketing Analytics platform includes a number of descriptive and predictive analytic capabilities. A marketer, for example, could use the platform to determine what would be the most effective channel for contacting its customers based on service and a recency, frequency, and monetary value (RFM) segmentation.

"By cross-tabulating data," explains Christophe Kühner, product marketing manager at Neolane, "the marketer can get answers and transform in two clicks this knowledge into targets or recipient lists to be used in campaigns within Neolane." In addition, Neolane Marketing Analytics can be used to determine which customers are most likely to purchase a product and how to segment their marketing resources, e.g., customers with a high propensity score will be contacted through a direct mail campaign and those with a low propensity score will receive a less targeted email.

Marketers can also use the platform to monitor and analyze their marketing performance using graphical, interactive, and personalized dashboards. The measurements include marketing data (age, gender, location); transaction data (purchase, price, etc.); execution data (response rate, contact history) and various key performance indicators (KPIs). Moreover, users can build contact lists based on specific measurements, such as a list of all women between the ages of 25 and 35 who clicked on a specific link in the latest email.

Founded in 2001 with U.S. headquarters in Massachusetts, Neolane's client roster includes Alcatel Lucent, Barnesandnoble.com, Orange, Sears Canada, Sephora Europe, and Sony Music.

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