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 behavior and gain a deeper
understanding of their needs by tracking and analyzing 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 visualization - Marketers are able to
analyze customer data, to try to understand their needs and behaviors.
- Targeting and Segmentation - After marketers have analyzed 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 multi-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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