Twickenham, UK
February 23, 2009

Neolane boosts marketing analytics and predictive modelling through technology partnership with Apteco

Combined best-of-breed technologies offer marketing departments access to detailed intelligence into customer behaviour and optimised returns from customer communication and marketing campaign investments

Enterprise marketing software provider Neolane and marketing data analysis software company Apteco, today announced a technology partnership designed to help one-another's customers optimise their direct marketing campaigns.

The companies have integrated Apteco's popular FastStats™ marketing data analysis and predictive modelling software with Neolane's customer communication and marketing automation software. The development enables Neolane to offer its users enhanced ‘train of thought' marketing analytics and data visualisation techniques for customer segmentation, data mining, predictive modelling and profiling. Apteco will offer its FastStats users the opportunity to consider Neolane.

“The Apteco and Neolane partnership means customers of our two companies can create Neolane automated communications that are systematically guided by the modern, intuitive analysis and modelling capabilities of FastStats,” said James Alty, managing director of Apteco. “We have achieved a seamless bi-directional integration between the products, meaning that as campaigns run, responses captured across multiple channels will feed back from Neolane to FastStats for further profiling.”

FastStats provides fast, visual and truly easy to use data analysis with an intuitive drag and drop interface and wizards that guide users through powerful analysis. Neolane provides marketers with a single, open platform encompassing all the essentials for managing personalised-content, cross-channel campaigns (email, direct mail, call centre, SMS and MMS), leads, dynamic content, marketing resources, customer data and analytics.

“Effective direct marketing requires that companies analyse large amounts of customer data quickly and use this to intelligently plan future campaigns and communications content,” said Jeremy Bedford, UK country manager, Neolane. “By enabling connectivity between Neolane and the FastStats modelling and analytics package, we are offering both Neolane and Apteco customers the power to optimise their direct marketing campaigns for maximum possible returns.”

The companies will be demonstrating the power of their integrated solution at the Technology For Marketing & Advertising event (TFM&A) at Earl's Court, London 24-25th February 2009. (Neolane stand B10, Apteco stand F2).

About Apteco

Apteco Ltd is a privately owned software development business specialising in marketing data analysis solutions. Their market leading FastStats™ software enables direct marketers to gain insight from their data and provides database marketing solutions for customer segmentation, data mining, predictive modelling, profiling and campaign management. A prestigious international partner network of marketing services providers has led to over 300 FastStats installations worldwide and nearly 3000 users. FastStats clients include: Age Concern, Associated Newspapers, ATOC, Dogs Trust, The Economist Group, The Financial Times, Harley Davidson, Hoseasons, IPC Media, JP Morgan, Kingston Technology, Macmillan Cancer Care, Oxfam, PDSA, Skandia, TUI UK, Unilever, Staples and many more in the UK, Europe, North America and Australia. Visit www.apteco.com