Analytics and reporting

Neolane provides marketers with a single, open platform encompassing all the essentials for managing campaigns, leads, dynamic content, marketing resources, customer data and analytics.

Analytics and reporting
Neolane enables marketers to craft graphical views of customer behaviour and gain a deeper understanding of their needs by tracking and analysing profiles and responses over time. Customers can use Neolane's built-in analytics features to perform customer profiling, ad-hoc scoring, expert targeting, predictive marketing and reporting. Neolane's analytics and reporting module is directly linked to a company's customer data, providing direct, easy access to the data required to perform analytics.

Neolane customers also have the option of invoking SPSS models directly within the Neolane software for predictive analytics.

Neolane's reporting and analytics capabilities fall into four main areas:

• Customer data visualisation - Marketers are able to analyse customer data, to try to understand their needs and behaviours.
• Targeting and Segmentation - After marketers have analysed customer profiles, they need to find the best targets for their campaign. This requires segmentation functionality, access to customer score information or live scoring, and profiling detail for matching targets.
• Monitoring - Ongoing monitoring of a cross-channel campaign is essential - particularly when online channels are used. Marketers must watch metrics such as number of invalid email addresses in order to anticipate results or to modify parameters if a campaign is underperforming.
• Measurement and Reporting - Neolane enables marketers to capture critical metrics and provides an interface to define multiple success hypotheses based on direct or inferred responses.

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